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It’s budgeting time in corporate America, and given the flow of money into the digital marketing space, marketing managers are dealing with a new set of strategic questions about online’s role in the marketing mix. ClickZ columnist Mark Kingdon offers up key questions for marketing executives to consider when mapping out 2007 budgets.
Halloween apparently has ‘jumped the pond’ and is gaining in popularity in the UK, evidenced by spikes in internet searches for key Halloween terms such as “pirate costume” in both the US and UK. So what? Hitwise blogger Heather Hopkins says that retailers can learn important lessons by understanding the way in which consumers search.
A new BIGresearch study reveals important market segments and the type of media plans that can produce the highest ROI to those segments. Of special interest in the study was a large group of online consumers labeled “Independents.” Independents have relatively low media consumption habits, but they are the biggest class of online shoppers.
Based on the study, consumer categories that benefit the most by devoting more of their budget to online marketing include products and services focused on clothing, travel or medical. These Independents do a substantial amount of comparative shopping/research online before they buy.
Generation Y, representing the country’s emerging new workforce and those still in college, is a challenging group for marketers to reach. That point was driven home emphatically by a panel of young adults moderated by Guy Kawasaki. You can watch the engrossing discussion here. It is an hour long and worthy of every second of that time if you are trying to communicate to this group now or in the near future. By the way, these people are the future, and like it or not, this group—with an assist from technology—has developed a keen advertising avoidance system.
Some of you have probably seen this, but if not, it is a revealing time lapse (via American Copywriter).