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.”
What are local advertisers to do, though? They don’t have the large budgets to go to a “big agency,” they don’t have the technical knowledge (in many cases) to prevent being taken advantage of by small agencies, there are too many options for free or almost free web based services, etc… They have to do research and they have to trust their network. What do successful small agencies have to do, then?They have to be good at working with small businesses, they have to treat each of their customers well, they have to be successful, because small businesses can’t afford the expense of a failed marketing effort, no matter how small. Email campaigns and PPC campaigns are the best entry into online marketing for most small businesses, after getting themselves a quality web site. However, they should definitely use a someone to help them, they do not want to upset their targets with violations of CAN-SPAM, or just over communication. Read the whole article Small Businesses Seek Solutions Online – eMarketer.
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:
What is PPC (Pay-Per-Click) Advertising? The best example, and some would argue, most successful, is Google’s AdWords product. This technology is based around a bidding system whereby an advertiser "bids" on "clicks." This is a keyword based model and there are other companies competing with Google in the space. Daber, over on ArticleBliss.com, has posted several interesting articles on the topic, here is one entitled, "Pay Per Click Advertising to Maximize Web Promotion." Here at DMIdeas.com we believe that PPC advertising can be a very effective part of a larger marketing campaign. It is also very effective for the smaller business that is trying to get some traction in the on-line marketplace.
Here is a great article from Businessweek.com from February 8th on how to get the best work from your ad agency. This is something that makes great relationships between agencies and clients work. If you don’t have this kind of relationship with your agency (or client) then you should look into working together to make things better. It’s always in the best interests of the agency to make their client’s business a resounding success.
Their key points were:
See the full article at Businessweek.com.