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2011 Economic Forecast for Digital Marketers

Posted by Daniel Flamberg on November 28th, 2010 at 6:59 pm

Allow me to get a jump on the year-end economic pundits. Digital marketing strategies in 2011 will be played out against a background of macro-trends in the US culture and the economy: Here is my pessimistic, common sense, short term forecast for macro-economic activity affecting brands and marketers.

People are searching for things that are real and reliable. They are looking for something/someone to believe in. Skepticism rules. Brands must be authentic, genuine and real to get an honest opening for interaction.
Time seems to be moving faster and faster with attendant growing stress levels. We're on a merry-go-round and we can't control the speed. Brands that provide simple and proven solutions or comfort and direction will have an advantage.
The economy will be in shambles for the next 18 months. Europe’s troubles will catch up with us. Fundamentals have changed; but the implications aren't yet clear. Caution will rule most sectors. Downward price pressure ... Read more

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Posted in Media Planning & Buying | No Comments »

The influence of women

Posted by Emil Jimenez on October 11th, 2010 at 10:48 am

For years women have been the brunt of jokes, disregarded, mistreated and disrespected. Men have controlled society for thousands of years because it required brute strength, risk taking and bravado. However, times have changed. In today’s society the pen is truly mightier than the sword. Autocracy has been replaced with democratic ideals that require higher interpersonal skills which women have been perfecting since the beginning of time. Women in the last century have gained numerous rights which were previously only held by men. The right to vote, work, divorce, control their own reproductive systems, and obtain a college degree, were just some of the rights gained relatively recently. The rights gained by women in the last hundred years have culminated to this very point in history. Today women are the most influential and powerful gender in society and marketers are beginning to listen and cater to their needs.
For the full article please visit Passion Communications.

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Posted in Opinions | No Comments »

Creativing :: ESPNs anti-social media policy, Facebook's ad innovations, and change isn't just for advertising anymore

Posted by Doug Schumacher on November 13th, 2009 at 12:00 am

What's going on in new media marketing, pulled from social bookmarking site Creativing.com:
ESPN Responds to Criticism and Publishes Social Media Policy
Previously I posted someone's prediction that going forward, more and more companies were going to have a social media policy, which I certainly agree with. Perhaps no place will these policies be more interesting than with news organizations, who butter their bread by releasing news, often over social media networks. Here's ESPNs policy, which basically says you can't do on your own for free what we're paying you to do. Sounds logical on first take.
However, this policy attempts to build a wall between professional and personal social media use. It may sound easy to a lawyer, but reality is a different ball game. And wouldn't you want some of your best writers to promote their work to their personal networks, which can be very large? Lastly, if you're wanting to hire a top writer who may have a blog following of 100k, which she can monetize, how much more do you have to pay her to drop everything she's built up in social media for the past 5 years to come and write for you?
Why Digital Agencies Are Indeed Ready... Read more

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Posted in Social Media | No Comments »

10 Recession Marketing Myths De-Bunked

Posted by DJ Francis on August 17th, 2009 at 12:00 am

Former CMer David Armano wrote a popular post here in early 2008 entitled 10 Ways Digital Can Help You Thrive In A Recession. I encourage you to read it - its lessons remain salient today.
David's post examined the opportunities offered to brands by a poor economic condition. And some marketers have caught on. But many still believe some common online marketing myths; an especially dangerous practice during a recession.
In the spirit of David's post, here are 10 marketing myths de-bunked in order to thrive during the recession.
1. Things are stable now - I shouldn't rock the boat.
The boat is already rocking - you just haven't noticed yet.
Joseph Jaffe has this to say about marketers and risk:
"Instead of taking bold chances, we have become seduced by the promise of glory and reward that comes from sticking with the status quo. We have failed to manage risk. And in doing so, we have also failed to manage another unavoidable reality of our industry: change."
Seth Godin adds that managing risk is not only our job as marketers, but part of the natural order of the industry. In his book Tribes, he writes that "[s]tability is an illusion...Today, the... Read more

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Posted in Creative Best Practices | No Comments »

Online Advertising Boosting Economy According to IAB

Posted by Jeff Hirsch on July 1st, 2009 at 12:00 am

With an increased focus over the past few months, we as an industry have been concerned with getting the most with limited budgets and maximizing what we can offer our customers and partners for their the same or lower dollars than available in the past. Basically, strategizing ways to weather the current economic storm. Interestingly, in a new take on the recession, the IAB commissioned a groundbreaking study to examine how our industry is actually benefitting the U.S. economy reflecting how the ad-supported Internet has a positive impact regarding revenues and job creation. According to the report, interactive advertising is responsible for $300 billion of economic activity in the U.S. and a total of 3.1 million Americans are employed by our interactive ecosystem.
The study examines this impact with a broad scope, addressing improvements in productivity, research and social infrastructure, as well as business innovation and even reduction in environmental waste. Taking it one step forward, from an interactive marketing standpoint, it seems that targeting can be seen as playing a significant role in this positive impact on the economy.
How does targeting benefit our economy? Given that there is the necessity for ad supported content, it follows that consumers... Read more

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Posted in Targeting | 8 Comments »

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