Posts Tagged ‘digital marketing’

Rising Importance of Media Planning in Digital Marketing

Sunday, May 2nd, 2010

Always-on From pages 149-150 of Always On: Advertising, Marketing, and Media in an Era of Consumer Control by Christopher Vollmer with Geoffrey Precourt:

Many agencies have been too slow to recognize just how much of their actual value to marketers has shifted from “the big creative idea” and “the most efficient media buy” to “the most sophisticated and innovative media planning.” In the always-on world, the interdependencies between the media and the message have never been more important. the planner (not the creative of the buyer) has in fact become the driving force in today’s marketing. It is the planner who chooses among media distribution platforms, who ensures that creative executions are integrated across the right touchpoints, and who leverages insights into consumer behavior to support advertising with more relevance and impact. (more…)

Digital vs. direct mail in 2010

Wednesday, December 16th, 2009

DM News article "Digital Shines in 2010" predicts the continued rise of digital spending as a share of total marketing dollars. Two interesting takeaways from a direct mail perspective:

#1) Digital is stealing share away from direct mail

"Just like in the old days, direct marketing used to be the safe haven because it provides quick, measurable results. Online has assumed that safe haven role now," said Adam Smith, futures director at GroupM.

#2) Digital is more measurable than direct mail

"If we send a direct mailer, it's an absolute impression, but is it as trackable? Will the consumer, for example, type It's fuzzy. Some people do and others don't," [Stormy Simon, SVP of marketing and customer care for] explained. "But I do know that when I spend on online marketing, I'm able to say 'I spent a penny and I got a penny [back].'"

The hallmark of direct mail has always been accountability. Digital is beating it at it's own game. The challenge to direct mail is to prove ROI superiority if it is to hold onto a significant portion of advertising expenditures.

See full article here: