Business
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A new American Business Media study reveals that B2B marketers no longer think of online marketing as a niche. For many it has become one of the largest components of their marketing mix.
By 2008, according to the study, online marketing will be the second highest utilized marketing tactic surpassing even direct mail. The only marketing tactic that will still exceed online marketing by a slim margin will be in-person events.
The study also shows that, as of 2005, the spending on a B2B company’s Web site combined with online marketing is already the biggest category in the marketing budget. In fact, spending on a company’s Web site combined with online marketing currently outpaces the money spent in trade magazines by a ratio of 3 to 1.
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Although the Internet and other new technological tools provide access to opportunities for a growing share of the world’s population, tools alone will not make it happen. As Godin puts it, the tools are available, but there will always be a crying need for craftsmen who can do great things with these tools. I can go to Sears and buy a pickup truck full of tools, but it won’t make me a carpenter. I will not be a “craftsman” even though the folks at Sears are branding their tools as CRAFTSMAN®. By the way, their slogan is “Makes Anything Possible.” Well maybe for some, but that doesn’t include a large portion of public that has a significant problem mastering the “tools of the trade” (author included).
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Eric Dukart, who directs Sundog’s Customer Insight Group, just returned from DMA 05, the Direct Marketing Association’s national convention in Atlanta. In an article dated yesterday, DM News, the mouthpiece of that organization, reported that a Multichannel Marketing 2005 survey of direct marketers projects Internet sales will leap to 43 percent by 2007. Keep in mind these figures are specifically for companies that are considered direct marketers. One of the interesting findings of the survey was that 33 percent of Web sales were incremental...sales that wouldn’t have occurred if people would have had to order via phone or the mail.
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America Online (AOL) has purchased Weblogs, Inc., the blog publishing empire created by Jason Calacanis. The official announcement is expected tomorrow. I think the move will help blogs achieve more respect in the world of journalism and news.
Right now, the most popular blog on Weblogs Inc., is Engadget, which covers the world of technology and gadgets. Weblogs Inc., currently employs about 130 bloggers producing roughly 100 blogs covering everything from video games to open source software to television.
AOL plans to leave the company as a standalone entity, rather than roll it underneath the AOL banner. Yahoo, MSN and NewsCorp also expressed interest in buying it.
So what’s next? Gawker Media is the next likely purchase being eyed by the content hungry big shooters. I say we start a blog empire. Who’s with me?
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ClickZ reports about a new study by Marketing Sherpa that is truly impressive. Pay-Per-Click (PPC), Search Engine Optimization (SEO) and Pay-Per-Call are showing dramatic rises in usage and effectiveness. This was a large study with 3,271 marketers responding.
As the study indicated, SEO spending increased 177 percent over the last 12 months. The story reports that among both B2B and B2C marketers, there were impressive gains in effectiveness for SEO, PPC and Pay-Per Call campaigns. Pay-Per-Call had the largest 12-month gain with 43 percent of marketers rating their campaigns as “very effective.”
Other items of note:
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