You need to understand this: Drake Morton

Woe the Digital Sale: Is It 4 Ps — Or Just 1 P?

by Amy Auerbach, Jason Krebs , Thursday, Jan. 5, 2012

Question from a seller of digital advertising: I recently sat down with a very knowledgeable, respected, veteran, media buyer for a meeting. And after the usual pleasantries, he said “So my team tells me that you’re more expensive than your competition — which of course is getting more business from us.”  Please tell me, why is price still the most important issue over product, promotion or placement?

Jason says: Because despite my daily attempts, I can’t buy a sandwich with my winning smile? Money is what makes (at least) the ad world go ’round. In our business, the buying side is having a hard time differentiating what may look to them like the same product from multiple sources.

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Good Read: Drake Morton

by Daniel Ambrose , Thursday, Nov. 10, 2011

Moneyball for Ad Sales

How many of you find yourself competing with the “big guys” on a smaller budget?

Billy Beane, the Oakland A’s general manager, was determined to find a way for a low-revenue professional baseball team to compete successfully with teams spending two or three times as much  on top player salaries.  He found a way, with strategies vividly described in the book “Moneyball” — and now the much more widely consumed movie.

The defining scene, for me, was the conference room discussion of whom to draft, where scouts recommended players in part on how they looked, and if they had a good-looking girlfriend — an ostensible sign of their self-confidence.  The girlfriend line, as far as I can tell, was a scriptwriters’ device to summarize all the ways traditional baseball looked at the wrong things.  If you read the book you’d read a less-fictionalized account of the real process that is no less off-base.
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Understanding Marketing Budgets: Drake Morton

Digital Shift in Marketing Budgets

According to a recent Econsultancy survey, conducted in association with ExactTarget of more than 1,000 marketers, the shift of marketing budgets from traditional channels to digital channels will continue to rise in 2010. 46% of companies plan to increase their marketing budgets in 2010, says the study, and 66% will increase their investments in digital marketing channels. A crosstab analysis on the changes in overall budgets compared to changes in digital budgets shows that 28% of marketers are shifting at least some of their overall marketing budgets from traditional to digital channels, says the report. (more…)

Need to Understand: Drake Morton

Digital to Account for 24% of

Marketing Spend 2010: Econsultancy

A new report by Econsultancy and ExactTarget, Marketing Budgets 2010: Effectiveness, Measurement and Allocation, finds that digital marketing will account for 24% of overall marketing spend this year. (more…)

 You Need to Know How to Mix It Up!

Addition of Video eMarketing is essential!!

Low CPMs Stall Social Network Ad Spend

OCTOBER 13, 2009

Big impressions, not-so-big money

Time spent on social networking sites is increasing steadily, taking users’ attention away from sites such as portals. According to comScore, the top 20% of social network users visit networking sites 2.4 times per day, on average, and spend 31 minutes on them—twice as long as the same users spend with e-mail or instant messaging. And that, in turn, means more time with ads.

The research firm’s “The State of Social Networks as a Media Platform” report found that more than one-fifth of online display ad impressions occurred on social networking sites in July 2009. That was more than double the display ads viewed on e-mail and entertainment sites.

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Good to Know: Drake Morton

SEPTEMBER 16, 2009

Media Dollars Shift to Digital in Downturn

Spending recovery will lag economic recovery

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You need to know: Drake Morton

Email Marketing Budgets Up,

Ad Budgets Down

Tuesday, July 28, 2009

According to the June “2009 Marketing Trends Survey” by StrongMail Systems, even in the midst of the current recession, 42% of nearly 1,000 global business leaders polled plan to increase eMail marketing budgets in 2009, and an additional 43% plan to maintain current levels.

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