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Industry News - June 26, 2008
By Libby Waldo | June 26, 2008
Most Advertising Is Ultimately Local
“My webcast yesterday tried to make the argument that the overwhelming majority of consumer purchase behavior is offline and so marketers need to factor that into their online campaigns — and lead buyers to places where they can spend their money in the real world.
Somebody yesterday called my attention to an interesting piece in AdAge, which is an interview with DirecTV’s CMO. Here’s the relevant bit for my purposes:
Three years ago, the marketing strategy was pretty much to have this one national marketing strategy. The reality of it is that the competition is local. The competition is not national competition. The competition is Comcast. It’s Time Warner. It’s Cox. It’s Charter. It’s Fios. And you’ve got to be able to really understand what’s going on and understand where things are heating up geographically, where they’re dialing off, and read and react and adjust your plans accordingly….”
Search Marketer: Search Spending Up 10% In Q2
“SearchIgnite, a search engine marketing firm with $350 million in annual billings, says its clients are spending 10% more on search in Q2 than last quarter. On a conference call hosted by JP Morgan’s Imran Khan, SearchIgnite’s Roger Barnette said the percentage gains are similar across Google (GOOG), Yahoo (YHOO) and Microsoft (MSFT); a sign, he believes, that dollars are flowing to search advertising even while marketers pull back from other media.
SearchIgnite, a unit of Innovation Interactive, services mostly large marketers that tend to buy keyword advertising on all three search engines. Barnette says he’s seeing particular strength in search in non-mortgage finance and travel categories, while e-commerce is growing at a slower pace…”
Direct sales, branding primary SEM objectives: SEMPO survey
“As search engine marketing (SEM) matures, direct sales and branding continue to be the top objectives, according to findings of the Search Engine Marketing Professional Organization’s (SEMPO) State of the Market survey for 2007.
According to the survey, 58% of advertisers reported that their primary objective for SEM spending was direct sales, while 61% said it was brand awareness.
Search marketing is still growing and it is still largely associated as a performance medium, said Dana Todd, chairperson of SEMPO. “We’re very gratified to see its flexibility and to understand it as a medium that has equal value as both a branding mechanism and as a business acquisition mechanism,” she said…”
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