Inconspicuous, But Influential

According to a new survey from Mediamark Research & Intelligence, 11.5% of the U.S. adult population are the key influencers of other people when it comes to word-of-mouth communications regarding personal finance.

This segment of approximately 25.4 million adults, dubbed “Big Circle Influentials,” are at par with the national average age for adults, and have only 4% higher household income than the national average of $65,500, but they score well above the national average for key financial and wealth indicators. (more…)

Good Information: Drake Morton

Display Ads Lift Paid and Organic Search 155%

The presence of display advertising significantly affects click-through and search style across paid and organic searches and such ads can lift both types of search an average of 155%, according to a study by Specific Media, writes MarketingVox.

The study, which demonstrates a correlation between display advertising and search, finds that consumers exposed to display advertising are more likely than unexposed consumers to search for brand terms (such as “BMW” in the automotive category), and segment terms (such as “635 CSi”). (more…)

Good Information: Drake Morton

The Digital Future Through The Looking Glass

December 25, 2008The 2008

Digital Future Project, conducted by the Center for the Digital Future at the USC Annenberg School for Communication, has identified several sobering trends in views about going online, particularly in adults’ opinions about Internet use by children. Adults who said that the children in their households spend too much time using the Internet reached 25% of respondents, an increase for the third year in a row and the highest percentage yet reported.

Jeffrey I. Cole, director of the Center for the Digital Future, said “… after seven years of tracking the impact of the Internet, we are… seeing evolving trends which show that adults view some aspects of going online by children to be as troubling as their use of other media, or even potentially dangerous.”
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Excellent Read: Drake Morton

It’s about the people!!

Bid Management May Not Be A Commodity

But It’s Not A Differentiator

by Aaron Goldman , Wednesday, December 24, 2008
What We Have Here is a Failure to Communicate

Bid management tools, not SEM agencies, are becoming increasingly undifferentiated. In fact, there are arguments that equate SEM agencies to mere bid management providers that perpetuates the myth that we’re all the same.

Now, before going any further, let’s turn to Wikipedia. After all, if Wikipedia says it, it must be true. Wikipedia defines a commodity as “anything for which there is demand, but which is supplied without qualitative differentiation across a market… Commoditization occurs as a goods or services market loses differentiation across its supply base, often by the diffusion of the intellectual capital necessary to acquire or produce it efficiently.” (more…)

Basic Understanding of Your Market: You Need to Know: Drake Morton

From Static To Dynamic Behavioral

by Phil Leggiere , Wednesday, December 24, 2008

THOUGH WE’RE OFTEN CREATURES OF habit, we know human behavior is about a lot more than habit. In its essence, it’s about change and finding new ways of expressing needs and intentions. It should follow then that “targeting ” behavior should be creative and responsive to change as well. Ironically, however, behavioral targeting has been surprisingly slow to move from a static to more dynamic model, as Rodney Webster, senior product manager of Mediaplex, the technology division of ValueClick, explains. (more…)

Things you need to know: Drake Morton

Content Delivery Networks Can Distribute Your

Streaming Video -But At What Cost?

by Imad Mouline , Tuesday, December 16, 2008

DELIVERING MULTIMEDIA ONLINE REPRESENTS AN investment that goes beyond initial production costs. However, many online enterprises lack the technology infrastructure and resources needed to ensure the quality delivery of their streaming video.

Has the Solution (more…)

Direct Marketing to Account for

53% of US Ad Spend in 2009

According to the Direct Marketing Association Power of Direct Marketing, in 2008 commercial and nonprofit marketers will spend $176.9 billion on direct marketing, accounting for 52.1 percent of all ad expenditures in the United States. These advertising expenditures will generate approximately $2.057 trillion in total incremental US sales. In 2008, direct marketing accounted for approximately 10 percent of total US gross domestic product and 1.6 million direct marketing employees in the US. Their collective sales efforts directly support 9.3 million other jobs, accounting for a total of 10.9 million US jobs.

Click On This Link to see the best quality eMail Video

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Excellent Read: Drake Morton

Aloha: The Hello And Goodbye Of Email

by Loren McDonald , Thursday, December 4, 2008

IN THE HAWAIIAN LANGUAGE, “ALOHA” means both “Hello” and “Goodbye.” In email, “Hello” and “Goodbye” are associated with two different ends of the digital relationship — but, done well, they both help increase engagement and minimize subscriber churn.
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Very Good Read: Drake Morton

Are You Maximizing Your Use Of Targeting?

by David L. Smith , Tuesday, December 2, 2008

MANY WEB BUYS ARE BOUGHT on an impression basis. The majority of those are CPM buys. For those of you brought up in the TV economy, this is akin to making all buys on a household basis, which is what was done way back in the ’60s.

Today, many sellers have packages where they talk about targeting, including behavioral and contextual. Below I will try to summarize the various types of targeting that are available now and will be available in the near future. The concept here is that the Web needs to be bought like other media — not just on a CPM impressions basis, but on a CPM targeted impressions basis. What method of targeting you use should be resolved at the media objective stage.

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