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DMIdeas Is Proud To Announce the DM2 Toolkit
DM2 = Exponentially Better
Times are tough, so DMIdeas has your back!
Are you already paying for postcards or other mailers? What if we could do your direct mail, PLUS our exponentially better email marketing program as well – for the SAME PRICE you’re paying now?
Interested?
Stay tuned, our new toolkit, DM2 for marketers will be launching in July 2009!
* required
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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
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.
Socks & Shoes Tell The Tale?
Just a couple of funny posts over on AdverGirl about how socks and shoes give GREAT insights into agency life and how to figure out who’s who.
Socks for the guys…
Clothes for the ladies…
WPP + Yahoo! – Good For Marketers??
AdWeek (yes, I know, they’re always mentioned, but they are on top of things usually) has a story out, today, that discusses the deal between WPP and Yahoo!. For those of you that don’t know, WPP is a holding company that owns 254 agency brands worldwide. The following are some better known names:
- 24/7 Real Media – A Digital Media Company
- Blast Radius – Digital, Direct, Promotion & Relationship Marketing
- Brierley+Partners – Digital, Direct, Promotion & Relationship Marketing
- Burson-Marsteller – PR & Public Affairs
- CommonHealth – Healthcare Communications
- digital@JWT – J. Walter Thompson’s Digital Advertising & Marketing Group
- G2 – Direct, Digital, Promotion & Relationship Marketing
- Grey – Advertising
- Hill & Knowlton – PR & Public Affairs
- JWT – J. Walter Thompson – Advertising
- Kang & Lee Advertising – Demographic Marketing
- KnowledgeBase Marketing – Digital, Direct, Promotion & Relationship Marketing
- Landor Associates – Brand Identity
- Marsteller – Advertising, Corporate & B2B
- Mediaedge:cia – Media Management
- MindShare – Media Management
- Ogilvy & Mather Worldwide – Advertising
- OgilvyOne Worldwide – Digital, Direct, Promotion & Relationship Marketing
- Studiocom – Digital, Direct, Promotion & Relationship Marketing
- Sudler & Hennessey – Healthcare Communications
- Team Detroit – A "blended" shop consisting of teams from Y&R, JWT, & O&M to service Ford’s brands
- VML – Digital, Direct, Promotion & Relationship Marketing
- Wunderman – Direct, digital, promotion & relationship marketing
- Y&R – Advertising
- Young & Rubicam Brands – Advertising; Branding & identity ;
Direct, Digital, Promotion & Relationship Marketing; Healthcare Communications; PR & Public Affairs
Sorry about the long list, but I sort of took a walk down memory lane… I’ve worked for the WPP companies in the past and know people at most, if not all, of the agencies above. Read my commentary after the break about why I think this is HORRIBLE for marketers…
More Social Networking?
Well, the "traditional" folks just can’t get enough of the Social Networking "Revolution." AdAge is reporting, again, on the fairly significant changes in the social networking space. Now Forrester’s Charlene Li is getting in on the analysis, writing on her blog, that, "I believe that in the future, social networks will be like air,…." She suggests the following in the same post:
- Create linkages between services based on
individually-controlled identity federation - Compete on creating the most compelling social
experience, not social graph lock-in - Develop social applications that have meaning
- Integrate social networks into existing activities
- Design business models that reflect the value
created by people’s social network
These are great ideas, it’s interesting to see that the "traditional" research companies are breaking new ground and helping us (digital/online/interactive folks) educate both the traditional agency folks and our clients.
The WWW Historical Perspective
The BBC has an interesting story out today on the history of the WWW. The article features commentary from the following, "Top 10."
- Sir Tim Berners-Lee – Here is his blog, and his predictions for the future of the WWW.
- Professor Nigel Shadbolt
- Professor Wendy Hall – Her homepage.
- Kai-Fu Lee
- Dr. David Belanger
- Mitchell Baker – Her blog.
- Mark Bernstein
- Robert Cailliau – His website.
- Robert Scoble – His blog.
- Tim O’Reilly – His homepage.
Not a list to laugh at, at all. So, where was I among all of this? Well, thirteen years ago, while Netscape was undergoing its IPO and starting the first "boom," of what we now call, "New Media," I was working in IT at a large advertising agency in Los Angeles. We decided it would be a good time to demonstrate, to our clients, at the time names like, Vons, Flamingo Hilton, Honda Motorcycles, that we should be doing something with this "WWW" thing. Well, we built some small products in JavaScript (well, back then we called it LiveScript); we went to the first Netscape Developers Conference in NYC; we impressed our clients with flashy branding stuff. Then I moved on to a classified service, headquartered in Orange County, CA… We began putting classified ads online, we migrated their flat-file system to a dynamic, server-side database system, then, we moved in on to a Microsoft based database application…
The point of the story, though, is that what was misunderstood fifteen years ago is still misunderstood by a great many people. Click through to find out what and why…