Sunday, November 18, 2007
Saturday, November 17, 2007
When the time is right... (Scripting News)
When the time is right... (Scripting News)
Will advertising disappear....I don't know if he's right, but it's an interesting thought.
Will advertising disappear....I don't know if he's right, but it's an interesting thought.
Friday, November 16, 2007
Local Advertiser - Web Illiterate
Audience Research & Development - Media 2.0 Intel with Terry Heaton and Steve Safran
Why Are Local Advertisers So Web-illiterate?
If you're a local advertiser, the above link is an interesting perspective from someone "inside" the industry. If you work in local media, it's a challenge to step up.
My experience in local markets has taught me a couple things: Local advertisers are a busy group and while they have a sense of the growing need to have a local online strategy, it's not something they've committed time to learn or explore. But most local advertisers I talk with know that are going to have to pay more attention to local online advertising. But unlike television, newspaper, radio, billboards or direct mail, local advertisers are not familiar with online options. If you run a business and watch the late local news, you have a basic understanding of how advertising on a local station might work. But very few local advertisers have even the most limited exposure to local web strategies. But lack of familiarity does not convert into lack of interest. And for any local media salesperson that's all the opening you should need.
Why Are Local Advertisers So Web-illiterate?
If you're a local advertiser, the above link is an interesting perspective from someone "inside" the industry. If you work in local media, it's a challenge to step up.
My experience in local markets has taught me a couple things: Local advertisers are a busy group and while they have a sense of the growing need to have a local online strategy, it's not something they've committed time to learn or explore. But most local advertisers I talk with know that are going to have to pay more attention to local online advertising. But unlike television, newspaper, radio, billboards or direct mail, local advertisers are not familiar with online options. If you run a business and watch the late local news, you have a basic understanding of how advertising on a local station might work. But very few local advertisers have even the most limited exposure to local web strategies. But lack of familiarity does not convert into lack of interest. And for any local media salesperson that's all the opening you should need.
Saturday, November 10, 2007
10 Things You Never Say To A Car Dealer
Friday, November 9, 2007
MediaPost Publications - Sears Enlists Yahoo for Holiday Campaign - 11/09/2007
MediaPost Publications - Sears Enlists Yahoo for Holiday Campaign - 11/09/2007
There is no reason local stores cannot create similar strategies with their local media partners. Of course the depth and scale of your local efforts may be very different compared to what Sears is doing, but the concept and strategy has powerful applications on a local level. Reaching your prospects and customers in today's world takes a much more sophisticated approach than simply throwing a 30 second commercial on your local television station's late news. The earlier local advertisers begin implementing these integrated online/traditional media strategies, the more powerful the results - because you'll be among the few in your market doing these things.
There is no reason local stores cannot create similar strategies with their local media partners. Of course the depth and scale of your local efforts may be very different compared to what Sears is doing, but the concept and strategy has powerful applications on a local level. Reaching your prospects and customers in today's world takes a much more sophisticated approach than simply throwing a 30 second commercial on your local television station's late news. The earlier local advertisers begin implementing these integrated online/traditional media strategies, the more powerful the results - because you'll be among the few in your market doing these things.
MediaPost Publications - Study Reveals Online Strategies for Reaching Vehicle Shoppers - 11/09/2007
MediaPost Publications - Study Reveals Online Strategies for Reaching Vehicle Shoppers - 11/09/2007
Is auto advertising important to you? The article above has a fair amount of ad-speak mumbo-jumbo. But the bottom line is this: Advertising on auto sites is good start, but it's just a start. And the fact of the matter is you're usually paying a premium to be on those sites. Speaking to prospective customers online takes a little creativity and wider selection of online sites. And direct response advertising on your auto sites may not be the best strategy.
Is auto advertising important to you? The article above has a fair amount of ad-speak mumbo-jumbo. But the bottom line is this: Advertising on auto sites is good start, but it's just a start. And the fact of the matter is you're usually paying a premium to be on those sites. Speaking to prospective customers online takes a little creativity and wider selection of online sites. And direct response advertising on your auto sites may not be the best strategy.
Sunday, November 4, 2007
Co-Op Evolution
Sean Lewis, our Advertising Director for the Kentucky newspaper group, shared with me a new take on my earlier post regarding online co-op rules. He has come across an account where the parent company will NOT allow co-op to be spent on newspaper and requires co-op be spent on online strategies.
Of course this is as strange as not allowing co-op funds to be spent toward online spending. In the midst of evolution strange things occur. Again, the bottom line, use co-op funds for online and if your running into resistance keep pushing. You will not be the only one pushing and your pushing will add to the chorus of voices your central marketing department is hearing from regarding this issue.
Of course this is as strange as not allowing co-op funds to be spent toward online spending. In the midst of evolution strange things occur. Again, the bottom line, use co-op funds for online and if your running into resistance keep pushing. You will not be the only one pushing and your pushing will add to the chorus of voices your central marketing department is hearing from regarding this issue.
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