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TV, radio and print advertising will remain vital and successful components of many advertisers’ marketing mixes. However, results from The Annual Ad Spending Study reveal that online advertising is growing eight times faster than television advertising, and six times faster than print advertising. A previous Credit Suisse report highlighted last month here on Sunblog, had also indicated a major shift to online methods for some of the country’s biggest advertisers.
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Most public relations practitioners are smart, ethical people who want the best for their clients and profession. But the public relations profession has been tarnished for a variety of reasons – including practitioners who rely on ineffective (and sometimes clueless) media relations techniques.
Now comes The Bad Pitch Blog, launched last month by two seasoned public relations pros. The blog is dedicated to “outing” those who are giving the profession a bad name. Essentially, it’s an attempt to highlight good public relations practices by looking at the bad and the ugly.
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Several research studies over the last few years have highlighted the decline in traditional media (newspaper, TV, radio and magazine) usage among high school and college age students. A new Pew Internet report (among others) gives an insightful look into where the students have gone: The Web. As the report states, “Internet users ages 12 to 28 years old have embraced the online applications that enable communicative, creative, and social uses.”
College students, in addition to relying on the Web for instant messaging (IM), email, to buy things, keep track of their checking account, plan travel and help with their school-related work, are also becoming voracious consumers of online social networks. MySpace, a social networking site that is strongest in the 12-17 age group went from 2.8 million unique visitors in 2004 to over 24 million unique visitors in 2005 (story here). That is a growth of 752 percent.
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How can you turn a “I wonder how that campaign did…” into a “I know what that campaign did”? How can you confidently approach your senior management with additional marketing funding requests based on solid results? What steps can you take today to start quantifying exactly what your marketing programs are doing? The experts say, “Stop talking and just start doing something about ROI.” Here are three easy lessons from an industry to do just that.
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According to a study conducted by Booz Allen Hamilton, 51 percent of all new hires in the U.S. were sourced via the Internet. The study also showed that the majority of employers felt the Web contributed to an increase in quality of new hires in 2005 over previous years. Outside of jobs produced through the Internet, employee referrals were responsible for 19 percent, employment search firms for 10 percent and newspapers for 5 percent. The most employer satisfaction with new hire sources was from employee referrals followed closely by jobs filled through a company’s own Web site.
The study was sponsored by the DirectEmployers Association, a non-profit organization comprised of over 200 large U.S. employers.
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