Recently, Business Week surveyed the judges of the American Marketing Association’s Effie Awards to ascertain their thoughts on the state of current and future marketing. The Effies are based on how well advertising works in meeting or exceeding objectives. The results of the survey are summed up in a Business Week article and an accompanying slide show.
The survey only consisted of 121 judges, but it included some of the top marketing personnel from many of the largest and most progressive brands in the country. There are some telling numbers, which should be of major concern to mainstream traditional media.
David Sifry, from Technorati, released a new Live Web Report this week. The term Live Web is described by Doc Searls as the syndicated Web: “That means every time something is posted or updated, a notification goes out, informing the world about it.” This syndication is often referring to blogs and RSS technology, but the Live Web also includes the fast growing online social networks and media.
The report is a quite detailed, but here is a brief summary of some key facts:
• Technorati now tracks over 70 million blogs
• 120,000 new blogs are created each day
• There are about 1.5 million new blog postings per day
• Blogs are gaining ground against mainstream media. Of the top 100 most popular sites, 22 are blogs.
• The Japanese language leads blog posts with 37% of the content, while English is close behind at 36%. Chinese is a distant third with 8%.
Posted by on 04/08 at 03:51 PM
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Before your organization dismisses online video as too trendy, technical or expensive, consider the useful overview at WebInkNow. David Meerman Scott points out that while video as an online marketing tool is still new, getting it on the web – and getting noticed – isn’t as difficult as it may seem.
According to the Association of National Advertiser’s (ANA) annual poll to senior marketers, the top two concerns are integrated marketing and accountability. The challenge for marketing integration is that today much of message is in the hands of the consumer.
The above video on YouTube about PlayStation 3 illustrates the point. Sony can buy a LOT of advertising and marketing to promote their product, but when a PS3 customer can upload a 4-minute video for free that has been viewed over one million times and has 7,000 comments, it clearly demonstrates how much power consumers now possess to affect brands and purchasing (in this case, negatively). Thanks to Christopher and Spike for the point).
In a recent article at AdWeek, Bob Greenberg, the Chairman, CEO & Chief Creative Officer at R/GA concludes that RFPs have outlived their usefulness to clients. He points out serious drawbacks for this methodology to both the companies originating the RFPs and the firms vying for the business. He points out a number reasons that RFPs don’t do justice to an effective marketing and advertising process:
Posted by on 04/04 at 11:32 AM
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Recently, Business Week surveyed the judges of the American Marketing Association’s Effie Awards to ascertain their thoughts on the state of current and future marketing. The Effies are based on how well advertising works in meeting or exceeding objectives. The results of the survey are summed up in a Business Week article and an accompanying slide show.