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.
What’s happening with the economy? Every day there is another news story about someone loosing their house because the economy is … dare I say it … in a RECESSION. Well how is this downturn going to affect the advertising industry? Companies still need to advertise, right? Of course, it’s more important in a "down" economy for companies to fight harder for their share of the dwindling consumer dollar.
So, what is a company to do with it’s marketing budget?
SHIFT IT TO ONLINE
Why, you ask? Because it is measurable, trackable, and it is not hard to generate the metrics to determine if a campaign is successful.
eMarketer has an interesting article, today, on a study conducted in February by Penton Research for PROMO Magazine that talks directly to this point. It is reporting that 43% of marketers surveyed are planning to increase their online marketing budgets in 2008.