Category Archives: Digital Marketing Innovators

New York Times Loss Widens as Ads Shrink

The WSJ ran a story (subscription required) on the 22nd about this issue. This problem is hitting all print publications:
Ad dollars are leaving print… and fast!
Their Q1 losses for 2009 were worse than expected, around a 27% loss in advertising revenue. This outpaced their efforts to cut costs (not surprising, good journalism is expensive). Seth Godin, on his blog, is predicting that by 2012 there will be, “no significant newspapers printed on newsprint in the US.” WOW! and entire vertical market will be gone, or almost gone in less than three years! These are both interesting reads and worth the effort to see what’s coming for online advertising. We have seen with with our clients, and in our past, efforts to cut “traditional” media spending and emphasize online strategies. We’re helping our client get better results through email and PPC marketing; things that are measurable and quickly executable.

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.

iMetrics Comes of Age … More Web Ads Improve Their Aim – WSJ.com

More Web Ads Improve Their Aim – WSJ.com. “A long time ago in a galaxy far far away…” Sorry, wrong story.  It was a long time ago, however, when I was at Wunderman.  We created this metrics package because we didn’t trust the client’s reporting package.  We called it iMetrics and, while we were building this tracking package we realized that not only could we tell what our users were doing on the site, but, we could, with the inclusion of a VERY small piece of additional code, deliver targeted call-to-action messaging during their browsing experience.  We played with it, talked to our strategy and planning folks, and created some interesting logic to deliver the ads based on the users actions within the site.  Using this simple methodology we were able to boot our lead generation for the client by more than 2000% (no, that isn’t a typo).  The message, from that, and something that has continued to stick with me for the past 10 years, is, “Give the Consumer What They Want, When They Want It.” This ties directly to something over on eMarketer, an article about ad personalization & targeting, another good read.

The New York Times And The iPhone





The New York Times (nyt.com) gets it… They were the ONLY newspaper to roll out an application with the launch of the new iPhone… And, they have an advertising program designed for this medium. Very nice work, NYT.