From tiny micro-businesses to the world’s largest brands, budget pressures are forcing marketers to find smarter ways to reach customers. No surprise they’re finding them online, but the scale and speed of change is surprising. This month we’ve collected the evidence that the speed of change is increasing. For print publishers and traditional broadcasters it’s […]
From tiny micro-businesses to the world’s largest brands, budget pressures are forcing marketers to find smarter ways to reach customers. No surprise they’re finding them online, but the scale and speed of change is surprising. This month we’ve collected the evidence that the speed of change is increasing. For print publishers and traditional broadcasters it’s depressing reading because their survival hinges on new digital strategies; for brands and services, the right strategy can mean twice the value from the same marketing budget; for agencies it means more transparency in the value they add.
Worldwide ad spend is down a massive 12%, but in most countries online ads are still the rising stars. Within most firms the use of online marketing tools are far broader than simple ads, and it’s growing even faster. At the heart of that growth remains search engine marketing, where accountability proves seductive for marketers needing a direct response (as well as finance directors needing clear ROI). Google’s latest profits are part of that story, testifying the prize for media owners who get it right – and that’s the key reason Yahoo and Microsoft finally managed to put differences aside and form their 10 year deal.
At Digital Strategy we’ve seen this scale of change from inside the doors of many new firms – some now switching over 75% of their budgets onto the web. From global brands to young start-ups, getting the strategy formula right has become the only agenda item.
Email me back if you’d like more on any of the trends we’re tracking, or to share comments for publication and links about these trends or what you’ve seen in the market.
Read July 2009
