Good Information on Ad Spend: Drake Morton

US Online Ad Spend to Close in on

$40 Billion

JANUARY 19, 2012

Online spending will grow 23.3% to $39.5 billion in 2012

US online ad spending will post growth well above 20% again this year to reach nearly $40 billion, eMarketer estimates, as the internet continues to prove its worth to advertisers in a tough economic climate.

“Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers—and more large brands—put a greater share of dollars online,” said David Hallerman, eMarketer principal analyst.

Double-digit growth is expected through 2014, when US online ad spending will reach $52.8 billion. In 2016, eMarketer expects advertisers to spend $62 billion online.

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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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The closing paragraph

really puts this article in perspective.

These three drivers are the forces that are changing marketing. When I look at them for commonalities, one comes to mind: in each, we have to get better at knowing the people on the other side of the transaction. We have to spend more time understanding what influences our prospects’ buying decisions, how we can participate effectively in the process and how we can help satisfy their intent. All of this depends on us getting to know our prospects better. It’s not a “market”; it’s dozens — or hundreds, thousands or millions — of individuals. And we have to learn to have conversations with each of them.

The emotional bound of marketing: Drake Morton

The Shape of Marketing: 2010 & Beyond

by Gord Hotchkiss , Thursday, December 24, 2009 (more…)

A Must Read and Understand: Drake Morton

 Apple Succeeds Because Of Its Contrarian Ways

Wall Street Journal, The Big Money, Reuters
When Apple acquired music-streaming service La La Media for $85 million last week, it had nothing short of a new business model for iTunes in mind, write Ethan Smith and Yukari Iwatani Kane. Lala.com lets users buy and listen to music through a Web browser, and the new model would allow Apple to sell music through Web sites and search engines and not just at the online Apple store. But the plans are in the early stages, caution people familiar with them, and could change.

If thinking about altering a wildly successful business sounds a bit contrary to you, in “We Should All Get It Wrong Like Apple,” Jonathan Weber points out that Apple does none of the things that pundits always say you should do to succeed in the Internet economy. No blogging, tweeting, Facebooking, free samples, asking for feedback or engaging with the customer base for the sages from Cupertino. Why, they even do a heck of a lot of advertising in the dead-tree mediums, as well as broadcast TV and billboards.

What lessons are to be learned? 1. It’s all about good product. 2. Brand marketing still matters. 3. Real-time engagement with customers is not a required course of action.

Meanwhile, Reuters says that an Oppenheimer research note claims Apple will launch its long-rumored tablet personal computer in late March or April, with it manufacturers preparing to roll out as many as 1 million units per month.

(c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001

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 Good Read: Drake Morton

Online Helps Marketers Do More with Less

SEPTEMBER 25, 2009

Making each dollar accountable.

The harsh reality of marketing in a recession: Three-quarters of marketers had their budgets cut this year, and two-thirds were expected to drive more sales with an equal or lesser budget, according to the “2009 ANA/MMA Marketing Accountability Survey” from the Association of National Advertisers and Marketing Management Analytics.

The No. 1 strategy for marketers who wanted to improve effectiveness without spending more, according to the June 2009 poll, was shifting from traditional to digital media. More than one-half of respondents also reported shifting spending away from brand-building initiatives, and 38% were putting more spending into lower-cost media.

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Online Ad Spending To Follow

Video and Social Networking

Led by social media, search and video, the Internet’s share of total ad spend will continue its steady upward trend as global economies emerge from the current recession Given the increased focus on digital marketing by leading packaged goods companies, the Internet’s share of commerce will continue to rise  In the age of Twitter, feedback barriers have all but disappeared, creating a near friction-free environment for playing back brand experience, campaign reactions or brand events. Recent public cases show that marketers must be quick to react to these channels of instant feedback 30% of U.S. mobile subscribers recalled seeing some form of advertising while using their mobile phones, up from 18% one year prior

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Does Anyone Trust the Media?

MAY 1, 2009

Online news scores surprisingly high.

People around the world do trust the media, but to varying degrees.

According to TNS, the good news, for Internet content producers, is that people now trust the information they get from online news—roughly to the same degree as news from television and information from friends.

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Internet Users Spending

Even More Time on Web

JANUARY 16, 2009
US Web population increases online leisure time, but still trails China. Americans are spending more time online, on both a daily and weekly basis. At-home access far outstripped at-work access time in 2008, according to Harris Interactive. Expect both trends to continue in 2009, as a hefty percentage of unemployed people use the Internet to find jobs or additional training or education, and adults who are worried about the economic and international news check in more frequently. (more…)

 For October 2008