Initiatives

Branding Forecast to Match Direct Response in Digital Ad Spend

source: http://www.marketingcharts.com/wp/direct/branding-forecast-to-match-direct-response-in-digital-ad-spend-36664/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Indeed, brand advertising spending growth will outpace direct response in each year of the forecast, with increases of 18.1% and 11.2% respectively this year and 10.5% and 3.6% respectively in 2017.

The eMarketer forecast aligns with recent survey results from Vizu and the CMO Council, in which 61% of respondents said they are re-allocating budgets away from direct response to brand advertising initiatives. That same survey revealed that 70% of brand marketers expect to up their spending on social media advertising, while similar proportions will increase mobile (69%) and video (64%) ad spend. Interestingly, though, a more recent survey of global marketers (predominantly in Europe) found that few count branding as their top objective for social media ad buys, leaning instead to lead generation. That was a different result than found by Vizu and AdAge in separate surveys indicating branding to be the clear-cut objective for social ad campaigns.

The line between branding and direct-response campaigns tends to be blurring, says eMarketer, which may explain some of the discrepancies in social advertising goals. In any case, the researcher attributes the greater focus on branding to digital’s growing presence in consumers’ media time. That same explanation was given by Vizu and the CMO Council in their survey, with the researchers suggesting that brand marketers and their ad dollars will follow consumers to their chosen digital media channels, whether they be online, tablet, mobile, or connected TV.

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Sunday, September 15th, 2013 news No Comments

Local Merchants Overwhelmed by the Array of Available Digital Marketing Channels

source: http://www.marketingcharts.com/wp/direct/local-merchants-overwhelmed-by-the-array-of-available-digital-marketing-channels-35221/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Reply.com-Local-Merchants-Leading-Online-Marketing-Challenges-July2013A survey of local merchants around the US conducted by Reply.com reveals that a plurality 40% are spending 5 or more hours a week on marketing their businesses, but that the vast majority either have a single person (51%) or no-one at all (37%) managing or supervising their digital marketing programs and initiatives. With few internal resources to draw upon, merchants indicate that the biggest challenge they face with online marketing is that there are too many channels to address, a problem cited by 24% of respondents.

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Tuesday, July 23rd, 2013 news No Comments

The Financial Services Industry Steadily Grows Digital Ad Spend

Source: http://www.emarketer.com/Article/Financial-Services-Industry-Steadily-Grows-Digital-Ad-Spend/1010016

The US financial services industry will continue growing digital ad spending at a steady clip, registering a 9.9% CAGR through 2017, according to a new eMarketer report. Digital spend will be focused on direct-response initiatives. Mobile will also see increasing investment.

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Wednesday, July 3rd, 2013 digital No Comments

Source: http://gizmodo.com/5930178/infuriating-riaa-knew-that-sopa-and-pipa-were-useless-all-along

Infuriating RIAA Knew That SOPA and PIPA Were Useless All AlongTorrentFreak has posted a supposedly leaked presentation by the RIAA’s chief lawyer that says that it defended SOPA and PIPA even though it knew the censorship legislation wouldn’t be effective against music piracy. Is the RIAA for real or are they just covering their asses, and what does it mean for your freedom going forward?

Massive Internet protests forced the RIAA’s puppets in Washington to back down from SOPA and PIPA, delivering a major blow the the RIAA’s crusade against Internet freedom. The leaked presentation called “U.S. Copyright Alert System and Other Voluntary Initiatives” was given in April to industry bigwigs, and it finds RIAA Deputy General Counsel Victoria Sheckler backpeddling from the organization’s legislative attacks on piracy. Just look at this slide. How pathetic:

Infuriating RIAA Knew That SOPA and PIPA Were Useless All Along

In other words, the presentation all but admits what opponents of SOPA and PIPA knew all along; that the legislation would be useless. Now remember, this legislation jeopardized free speech on the Internet. If this is posturing, it’s an infuriating stance. It’s inconceivable that the RIAA would support legislation that so blatantly threatened your rights for nothing, but it’s the unfortunate truth

Since legislating censorship didn’t work, the RIAA has pivoted back to the Copyright Alert System, an anti-privacy initiative it’s been pursuing with ISPs. The new initiative was finally agreed upon last summer after years of debate. It was supposed to launch this month, but it’s been indefinitely delayed because all of the stakeholders—you aren’t one of them, by the way—can’t agree on how to implement it. Under the system, Internet users would be governed by a six strike system. The RIAA (or MPAA) would submit complaints of infringement to ISPs on behalf of copyright holders, after which the ISPs follow up with users using what’s called “graduated response.” In short, infringers are warned and warned again before anyone launches any significant legal action. The emphasis, the RIAA says, is on education. Bullshit.

You should be just as worried about this ISP monitoring as you were about SOPA and PIPA. Instead of bullying the government into restricting your freedom, the RIAA is bullying the ISPs into creating an Internet nanny state to intimidate you into compliance with whatever it wants. As the RIAA points out in the slide above, the only thing legislation would have have accomplished is increased policing by ISPs. With the Copyright Alert System it’s happening anyway. It’s unprecedented. And for what? There’s no evidence it’ll work. The RIAA says it will, but after this leak do you really want to take its word for it? [TorrentFreak via ITWorld via Slashdot]

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Monday, July 30th, 2012 Uncategorized No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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