Category Archives: Media Coverage

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…

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.

Click Fraud Climbing – eMarketer

Click Fraud Climbing – eMarketer. This is a great article from eMarketer discussing an increasingly important phenomenon… Click Fraud.  Many Search Marketing (SEM/PPC) firms out there use something called “automated bid management.”  The problem with these automated systems is that they react only to activity, they’re not looking at the posibilitiy of fraud, etc.  It is important, in my opinion, that only a mix of custom developed automated tools and human monitoring can succeed in today’s volatile marketplace. Marketing Vox had an article on this topic at the end of January, as well.

WPP Takes Stake in Omniture

WPP Takes Stake in Omniture. Well, it’s happened.  The analytics company is “in bed” with the “big agency.”  Who’s looking out for the client?  Almost 10y ago I led a team to build the first ever (that we knew of) metrics system that delivered behavior based targeting as well as analytics for one of our clients.  The client asked, “why should I trust your numbers,” and we used a 3rd party to validate our results for them.  Now, the 3rd party is just another shill for the agency… Be careful what you wish for, you just might get it,… and in the case of client’s demanding lower fees and more services, this is the kind of thing that happens.