US ad agencies spend a greater share of budgets on branding campaigns than UK counterparts.Once just a sliver of all online dollars, US online ad spending on branding-based objectives now accounts for a significant—and growing—percentage of total online ad spending.According to eMarketer, US online ad spending on branding-based objectives accounted for $12.4 billion in 2011, or 39% of total online ad spending. Branding-based online ad spending will continue to rise over the next few years, and by 2016, eMarketer predicts it will more than double to $26.66 billion—or 43% of all US online ad spending.
For the first time ever, there are four generations in the workplace. Millennial interns and new hires are working side-by-side Traditionalists, and independent Generation Xers are clashing with team-oriented Boomers. It is no wonder that an astounding 60% of employers say their workplaces suffer from tension among the generations. The 4A’s Professional Development Series Webinar “They’re Just Not That Into You,” March 15, will demonstrate why each generation acts the way it does, and what you can do as an agency to make it actually work out.
Special pricing options are available for single registrants, conference room and full-agency access to this Webinar. Visit the 4A’s website to learn more and to register today.
The extent to which some companies have embraced a progressive strategy in what I consider a relatively short time is impressive. Wasn’t it just yesterday that getting a response when you emailed a company was iffy, much less receiving a Tweeted response within hours, even minutes?
I am not sure who originally designed how organizations should be aligned. Maybe it was the armies of the past, the mafia or some random Joe who gets no credit for how 99% of businesses are structured today.
The long journey through technology, technique, targeting and customer relations.
Nike’s Digital Sport division is gathering personal data from its youthful consumer base to revise its marketing strategy. The company’s use of traditional media is in sharp decline as it runs after consumers more comfortable with the social and digital conversation and less interested in sports celebrity idolization and big TV campaigns.
Marketers who make the most of consumer media habits stand to benefit.Changes in US media consumption habits have brands reevaluating their multichannel marketing programs. Marketers continue to combine channels with the purpose of achieving maximum reach, but as multiple digital devices become staples of US daily life, traditional media such as TV, print and radio are no longer the only channels offering marketers mass exposure.“The proliferation of digital devices and channels provides marketers more ways to reach an audience,” said Lauren Fisher, eMarketer writer/analyst and author of the new report, “Multichannel Marketing: Making the Most of Multiple Screens.” “But as media multitasking has become a common way for people to cram more media minutes into the day, multichannel marketers are finding reach alone is no longer as effective. To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.”
When the internet was created it was about presentation and content was king. This is no different than the invention of the printing press. It changed how we thought because of access to information.
How we are spending our time now is changing our brain. Baby boomers spent most of their formative years watching television. Children, on the otherhand, are growing up digital and are not a passive recipient of information anymore.
The new web is about collaboration and the audience have become the publisher. It’s now not only about other people’s intelligence but it’s about network intelligence. So we, as a society, need to look at making changes to the way we create and distribute content and ideas.
Business will be driven by tighter budgets, social elements and mobile devices. IMRG Capgemini
’s e-Retail Sales Index reported that UK online buyers spent a total of £68 billion ($109.7 billion) online in 2011, an increase of 16% over 2010. Online spending in 2012 is set to rise another 13%, for a total of £77 billion ($124.2 billion).