We've interviewed nearly 100 industry experts this year on various topics, from affiliate marketing to web analytics.
I've already gathered together all of our interviews on e-commerce and social media, here is the best of the rest...
As privacy debates rage in Congress, online advertisers are taking increasing steps to ensure that their business methods are as transparent (and blameless) as possible. One such move came today, with the announcement of new standard terms and conditions for the interactive industry from the Internet Advertising Bureau and 4A's.
The last update to the T&C's was made in 2002, and the online advertising business has changed a lot since then. The most important change today has to do with the ownership of user data online. For the last eight years, it has been unclear who is responsible for maintaining marketing data online, a vaguery that has caused much grief in the industry.
Advertising agencies may be shifting toward becoming one stop shops for online and offline advertising needs, but marketers aren't buying just yet. According to a new study from Forrester, only 23% of digital marketers think that traditional shops are capable of executing interactive marketing.
But digital shops aren't taking over the world just yet. According to the study, interactive marketers aren't ready to put their whole brand in the hands of digital agencies. Forrester says there is a "great race" going on between digital and traditional agencies to win the accounts and confidence of major brands. But the idea that there can be a one-stop-shop for all advertising needs may be wishful thinking as goals and channels diversify.
It's easy to see why search advertising is so popular online. Many brands focus on search because it has proven ROI — according to the IAB, 62% of all online revenue came from paid search in the first six months of this year. Meanwhile 8% of all internet users account for 85% of clicks on display advertising. Numbers like that often keep advertisers pouring money into search and holding onto dollars that might have gone toward brand advertising online.
But while search advertising may have the most proven business model in online advertising, businesses that ignore other areas and methods of increasing sales online do so at their own peril.
That was a recurring theme at Econsultancy's Masterclass in London yesterday, where Ian Dowds, vice president of Specific Media, put it like this:
"At the top of the funnel, there are a host of big brand advertisers standing like nervous tourists, dipping their toe in the online sea, debating the temperature and then turning and running away every time the water laps above their ankles."
Here's a selection of recent social media stats, taken from a range of sources, including Econsultancy's Internet Advertising Statistics document, which forms part of the Internet Statistics Compendium, and other reports...
The amount spent advertising online has finally exceeded that amount spent on TV promotions. So, if you're planning to dedicate more marketing money to the web platform, where should you spend that cash?
People are spending more online, both shoppers and advertisers.
That means your customers are on the web but it also means your
competitors have upped their game.
So you probably plan to increase the amount you spend, but where
should you spend that cash? Should you boost your email marketing or
ramp up your paid ads?
Information is power. This is particularly true online, where having information about your customers' preferences allows you to market to them far more successfully.
Sometimes, you will have to go to your consumers and actively request
their help answering your questions, meaning you'll need to run a
survey. Unfortunately, these can be a real turnoff for consumers.
a web entrepreneur, I've had to put a great deal of thought into
gleaning my customers' opinions. Here are a few hints and tips I have
picked up. As always, I'll be delighted if you choose to add to the
list through the comments section below.
For the second consecutive quarter, online ad spending has been in decline: 5% in Q3 of this year, according to IDC. The company forecast continaul shrinkage in spend for the rest of the calendar year, saying we may have to wait until mid-2010 for a meaningful recovery in online media buying in search, display, and classified advertising.
Global online spending shrunk this past quarter to $13.9 billion, versus $14.7 billion in the same year-ago period. Only the Asia/Pacific region and Japan saw slight spending gains.
An incident happened last week — I tweeted a caustic expletive directed at DoubleClick knowing that only my tribe would read the invective. What realization occurred that would have me throw political correctness out the window? It was the moment when I realized DoubleClick behaved as if their advertising was more important, perhaps more desirable, than the actual published content that I had clicked to experience. Or, maybe the ad platform/producer just isn’t aware of how their technology rubs up against other technologies...
Last week DoubleClick launched its 2008
Year in Review Benchmarks, an impressive piece of work looking at the
performance of online advertising primarily in the US market.
The data was
collected throughout 2008 and covers “hundreds of advertisers, thousands of
campaigns, and tens of billions of ad impressions.”
However, it could have been so much more useful to the UK online advertising industry.