Tissue Pack Marketing

One of the more clever concepts in awareness marketing in Japan is starting to get attention in the United States, advertising on the front of small packs of tissues.  Advertising agencies have stuck logos on just about everything imaginable, but how many times in the winter do you wish you had a small packet of tissues handy to take care of a runny nose?

Despite Recession, Internet Advertising Still Growing

Although the overall advertising market is expected to decline in 2009, several recent reports are still projecting an increase in the on-line advertising space.

The Future of Retail

Interesting article today in the Wall Street Journal by Tom Hayes and Michael Malone highlighting the rapid and significant change in media and the potential impact on how retailers find and connect with the customer.

Retailers now must reimagine a world where consumers experience products in stores but ultimately buy them on the Web: Stores are for experiences, the network is for inventories. And what in turn prepares potential customers for what to look for in stores? Online communities.

Although the statement above is a bit for effect to help lift sales of their upcoming book, it does raise a legitimate and serious question about the future of the retail experience.  With the majority of shoppers checking reviews online before they purchase, the impact of social networks and word of mouth referral can not be overstated.

Too Little Value

If you have ever attended a business plan seminar, an elevator pitch class or  a forum on how to pitch your company to investors you will realize a common theme exists – your ideas is providing a solution to what problem? Another way to describe this concept is what value do you provide to your target audience? Generally this concept is held in high regard – except in the world of the Internet business.

U.S Internet Marketing to Reach $42 Billion by 2011

A study out recently by eMarketer highlighted the rapid expansion of Internet Advertising over the next few years, projecting total Internet spending to reach $42 billion in 2011.  This rapid expansion will move Internet advertising from about 6% of overall media expenditures to over 13%.  This massive shift in spending presents some interesting challenges and opportunities to the rapidly changing world of digital media.

 

What impact will that have on current advertising models and how will the increase be impacted by the web 2.0 world?

Running Out of Online Advertising Inventory?

There is an interesting article released by McKinsey and Company looking at the growth in advertising spending on the Internet and the potential challenge of limited inventory.  The study has sparked several articles including one in AdWeek worht the three minutes of time.  

The Ad Week article  does a nice job of highlighting a few data points and the fear of CMOs to move online because of the lack of metrics for impact:

“McKinsey polled 410 marketing executives in five sectors, and among those already advertising online, 52 percent said “insufficient metrics to measure impact” was the biggest barrier, followed by insufficient in-house capabilities (41 percent), the difficulty of convincing management (33 percent), limited reach of digital tools (24 percent) and insufficient capabilities at agency (18 percent).”