Advertising
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Five years ago, Sergio Zyman, the former chief marketing officer for Coca-Cola, penned a book entitled The End of Advertising As We Know It. Zyman asserted that marketing had strayed too far from its original purpose to generate sales, and he was one of the strong voices urging marketers to make sure their efforts and creativity could demonstrate a solid return on investment. Apparently, many in business listened to Zyman (and others that championed the same message) because most CMOs today will tell you proving a good return on marketing dollars is an absolutely vital part of their job description.
Now, five years later, IBM has released a report with the same title: The End of Advertising As We Know It. According to the opening paragraph of the report, “The next 5 years will hold more change for the advertising industry than the previous 50 did.” The report link above will take you to a full PDF of the report, and there is also a summary available.
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The mobile banking arena is heating up, and, just in time for the holidays, so too is the marketing push from banks to get people to use the service. American Banker (registration required) reported that Wachovia and SunTrust have launched new services, and AT&T Corp. will unveil today new handsets with preloaded mobile banking software.
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Today we have launched Sundog: The Podcast. Visit the website and subscribe today!
On the show, we’ll take an entertaining look at the news, trends and best practices surrounding the worlds of internet marketing, Web 2.0 development and traditional media, and focus on how all these tie together to improve your company’s bottom line. Our first show focuses on the challenges businesses face controlling their brand in today’s Web 2.0 environment. Thanks to Greg Ness, Eric Ista and Matt Charpentier for guest-starring on episode #1!
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There have been a number of news stories in the last couple days that highlight the continuing shift in media consumption in the United States. As media habits change, so do preferences for advertising budget placement.
On the plus side, Internet advertising is expected to double in the next four years according to eMarketer (Online Advertising on a Rocket Ride). The report notes during the last year about 70 percent of the country’s top 100 advertisers decreased spending in traditional media and increased spending for Internet advertising. It appears this trend will continue.
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Ten years ago, Nike spent 55 percent of its advertising budget on traditional media. This year that figure is down to 33 percent according to a story in the New York Times. In the last 20 years, Nike has gone from its renowned “Revolution” TV campaign in 1987 introducing its AirMax shoes (I’ve bought AirMax running shoes ever since), to another revolutionary approach today that substantially alters the way it approaches advertising and marketing. Nike has re-channelled large amounts of budget from traditional media, to instead connecting with the customer via the Internet and in-person events.
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