Digital Marketing Ideas » Interactive Marketing

The Web Passes Newspapers in Ad Spending For First Time – The eMarketer Blog

Scott Dunagan — Mon, 20 Dec 2010 16:50:52 +0000

It is officially a GREAT DAY in advertising. Not only is there this cool winter solstice / lunar eclipse thing going on, so, for those yet to happen company holiday parties, today is a good day…

But, also, just being reported by eMarketer, The Web Passes Newspapers in Ad Spending For First Time – The eMarketer Blog.

Total newspaper ad revenues from print and online ads are expected to hit $25.7 billion this year, still shy of the $25.8 billion advertisers will spend on internet ads.

“Marketers are devoting bigger shares of their budgets to digital media as they see more customers shifting time toward the web,” said Geoff Ramsey, CEO of eMarketer. “It’s something we’ve seen coming for a long time, but this is a tipping point.”

Google Toys with Behavioral Advertising, Keeps Users Apprised – MarketingVOX

Scott Dunagan — Wed, 11 Mar 2009 15:42:12 +0000

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.

One Online Site to Rule Them All?

Scott Dunagan — Fri, 09 May 2008 11:00:45 +0000

AdAge is reporting that MySpace is rolling out a new "tool," for it’s users. This tool will allow MySpace users to "control," their other social networking "applications," like Twitter, eBay, and others. They’re calling the service, Data Availability. This, "single site," or, as AdAge calls it, "control center," approach is going to make the social network expand even faster as more users are exposed to things that might’ve been more, "techy," in the past. This will allow marketers to use these technologies, too, and expand their brand’s online presence. This is something that will also allow users to opt-in to more communication with the brand, on their terms. As the internet continues to evolve (insert funny Web 2.0 reference here) marketers will need to become smarter about how they talk to consumers. Long gone are the days when a 500,000 piece direct mail job was identical. Personalization and targeting technologies are about to get an ENORMOUS boost in focus, both for marketers, and for agencies.

UPDATE:

Reuters is also reporting this with a different "take," than AdAge.

It would seem that this is another show of support by MySpace towards the Google OpenSocial initiative.

The WWW Historical Perspective

Scott Dunagan — Fri, 02 May 2008 16:39:20 +0000

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…

Misunderstandings…
Well it’s not hard to understand why the WWW is misunderstood by many people in marketing and advertising…
Is it a place for brand advertising?
Is it a place for direct marketing?

What is interactive marketing?
Well, I guess it’s both, if it is used correctly. It provides marketers with the ability to build their brand in new and unique ways.
Most importantly, however, is that it brings the reality of one-to-one marketing to marketers.
It’s up to us, then, the agencies that provide strategies for our clients, to use the "New Media" environment to most effectively build their brand and communicate with their target markets. We must coach them with the right marketing mix. When is it appropriate to have a blog, when is it appropriate to have a MySpace site, when is an online survey a good idea, when should a marketer send email, how many, how often, etc…. Here at DMIdeas that is what we know and that is the experience and skill set we bring to our clients.