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BizReport : Research : October 15, 2007
Study: 90% of marketers will increase digital spending
Marketers are turning to the digital marketplace in droves but many are unsure how to proceed with their online marketing endeavors. That, according to a new study from the Association of National Advertisers. The cross-industry study found that 90% of the 250 marketers interviewed plan to increase their digital advertising spend.
"The impact of new media is changing the way marketers interact, target and distribute their marketing message," said Bob Liodice, President and CEO of the ANA. "As the marketplace shifts to a digital interactive environment, marketing organizations, agencies, and media companies need to transform existing marketing agendas and capabilities to succeed."
However, almost one-quarter of those responding to the study felt unprepared for the digital marketplace. The biggest threats to those who feel that they aren't savvy enough for a digital world are a lack of metrics (62%), a lack of experience with digital media and not enough support throughout the organization or company (51%).
"Now, consumers not only talk back to marketers and interact with marketing messages, but they also reshape and distribute those messages through global communities. The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums," says Andrea Rasmussen, Booz Allen Principal.
Tags: online advertising
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Comments
I worry that the ANA's promotion of more digital spending, as if it can or should replace its historic analog spending, is akin to the string quartet on the deck of the Titanic choosing to play a different piece of music. I'm sure the digital people are thrilled -- the idea that Microsoft could keep a straight face and talk to the attendees about marketing would be laughable if it weren't true -- but shouldn't the association be challenging its marketers to contemplate a different approach to brands altogehter? I've contemplated a bit about what that might look like, and posted it at DIM BULB, if you'd like to check it out. http://dimbulb.typepad.com
Posted by: Jonathan Salem Baskin on October 15, 2007 13:42
I worry that the ANA's promotion of more digital spending, as if it can or should replace its historic analog spending, is akin to the string quartet on the deck of the Titanic choosing to play a different piece of music. I'm sure the digital people are thrilled -- the idea that Microsoft could keep a straight face and talk to the attendees about marketing would be laughable if it weren't true -- but shouldn't the association be challenging its marketers to contemplate a different approach to brands altogehter? I've contemplated a bit about what that might look like, and posted it at DIM BULB, if you'd like to check it out. http://dimbulb.typepad.com
Posted by: Jonathan Salem Baskin on October 15, 2007 13:43