Category Archives: Current Affairs

Search Marketing Spending and Trends – eMarketer

Search Marketing Spending and Trends – eMarketer A new story out from eMarketer is showing how search marketing dollars are being spent by clients. The data, from Search Engine Marketing Professional Organization (SEMPO) used research from a Radar Research study. SEM spending in NA for 2008, by tactic The short version of the article is that of the $13.5 Billion spent in 2008, 88% went to Search Marketing and 11% to SEO. The assertion, however, is that more money will be flowing into SEO programs in 2009 because it delivers longer term results.
DMIdeas caveat… SEO works as long as you spend the big $$ on an infrastructure that eliminates human error.
The other takeaway from the article is that Search Engine Marketing spending will grow rapidly over the next 5 years as shown in this chart: SEM spending in NA, 2007-20013

Social Network Marketing For Small Business

Social Network Marketing is here to stay. Right now it’s the next “big” thing, soon it’ll be as ubiquitous as email marketing or PPC. So, for those of you that are trying to do it yourself because you want to see what it’s all about, or, don’t think you can afford an agency to help you here are some tips from Perfect Business:
  • Write A Killer Profile
  • Focus on a Quality Network Rather than Quantity Network
  • Establish a Time-Saving Routine
  • Respect Your Friends
  • Start to SHARE
read more
And then, from us, some advice:
It’s important that your Social Networking profile/site be as professional as your business. Make sure that your copy is well written, that your page is free of typos, that you friends list reflects your potential customers and employees, and, perhaps most importantly, make sure that your profile provides potential customers with a method to contact you, either email or phone or physical address.
Whether you do it yourself, or use an agency to help you, Social Networks are here to stay and having a presence, no matter how small your business, is important. On a larger scale, the folks at Procter & Gamble (P&G), just held a little “summit” to figure out how to use Social Media to help their business…read more at Cincinatti.com. And here’s some anecdotal evidence that Facebook has overtaken Google as a source for referrals to some sites…

Google Toys with Behavioral Advertising, Keeps Users Apprised – MarketingVOX

Google is at it again, stepping up to meet the pressure and remain at the head of the pack of online advertising networks. With their privacy policy change today they will be able to deliver targeted display advertising through their display ad network which is targeted to consumer (read user) behavior. Read the article here on marketingvox.com, or here for the full WSJ paid article. This is great news for consumer who will finally get relevant advertising in their display ads, it’s great for marketers who can begin to target consumers with something relevant on the display side, and, it’s great news for agencies who can again do innovative things with display advertising. This should significantly alter the way display ads are used, looked at, and understood.

More Evidence of Print Dying…US Local Ad Market Shrinking

In this article from eMarketer, The Kelsey Group & BIA Advisory Services LLC are projecting a 13.2% drop in local print advertising spending in the next 5 years. This is huge for the newspaper business.  Over the last several years, as national advertising dollars have moved online they’ve increased their focus on their traditional strong point, local & small business advertising. What is causing this shift in ad dollars from offline to online?  Well, the increasing ability of marketers to geo-target their PPC advertising.  PPC (both display based and text based) are far superior to offline print advertising competitors in their ability to geo-target, demographic-target, and, in general, perform far better from a conversion perspective.  Now, with PPC advertising, you’re not locked into a click through to a web site and then having to convice a user to fill out a form, no, you can have that add drive directly to a phone call to your business or call center.  Something that print definitely can not do.  This makes the impulsive click a definitive lead generator for both small and large businesses alike. We’re seeing not just a shift in small businesses, but other, larger, more traditional print advertisers, your regional businesses like car dealers and their networks, medical groups, and other regionally focused (and traditionally print based) advertisers. Click on over to eMarketer and read the article, it’s a short, but informative piece. US Local Ad Market Shrinking – eMarketer.

Why Retail Loves E-Mail

Why Retail Loves E-Mail – eMarketer The link above is to a pretty good article at eMarketer discussing the use of e-mail by retailers during 2008. An interesting take away from the article is that retailers increased their email quantity from 8.8 per month in January 08 to 14.6 per month in December! Another strong point was that 90% of the top retailers increased their holiday email volume as well.
“Retailers ratcheted up their e-mail marketing campaigns to aggressively compete for consumers’ dwindling spending dollars,” says Jeff Grau, eMarketer senior analyst and author of the new report, Retail E-Mail: Online Marketing Strategies. “That was due largely to the fact that e-mail is cheap to administer and delivers an ROI far superior to paid search, catalogs and other marketing media.”
Still, with all of the increased volume in email marketing, it still only accounts for 1.5% of direct marketing budgets in the US! However, between email marketing and PPC marketing, that is changing rapidly. Spends in both categories so far in 2009 are up versus the same period in 2008. Why, you ask? Because email and PPC marketing are measurable, testable, traceable, more cost effective, and much more customizable than traditional marketing (both brand marketing and direct marketing) and advertisers can do more for less.