According to AdAge GM is committing 25% of their 3 Billion measured spend to digital. This is exciting for several reasons. Some of which are covered in the AdAge article. Those things aside, I think there are several interesting things about this that need to be considered:
As the car companies go so does everyone else.
With such a massive shift the web will become overly saturated with display ads, making the need for compelling online ads much more important
The price of search terms will skyrocket because there will be more people vying for the terms. SEM is a supply and demand business at the heart. This means our landing pages need to be better and optimized to convert.
If our brands hold the course and don’t increase spending they’ll actually be spending the same, but getting less reach and frequency for those dollars.
But the million dollar point here is that we’ll need to become smarter, more efficient, and better integrated so that we can offset the increased costs for media by being more effective.
Could be one of the BEST political spots I’ve ever seen. Nice work by team McCain. Thanks to Bob Garfield for bringing this to my attention via AdAge.
My favorite quote from the users posts under the article was:
“Look, Obama is a nice guy who also seems to be very smart & well-spoken.
But him running for President is almost like a third year lawyer at a law firm asking to be made Managing Partner of the firm before being offered a partnership.”
Seriously. I love a guy who is willing to tell it like it is, not kiss client/company ass, and able to show you how his point of view is correct.
Recently he spoke at the Association of National Advertisers’ Integrated Marketing Conference and in classic Jaffe form he found several giant companies to roast for their lack of basic marketing comprehension regarding today’s new consumer landscape.
The funny part of all of this is that AdAge’s Brightcove player is so lame that it won’t give you the embed code. Thus, you’ll have no choice but to visit AdAge’s site to view the video. Thank you AdAge for proving that you don’t get the concept of having a conversation.
I can’t resist smirking, smiling, laughing, and saying, “I Told You So.” This Ad Age article tells the particulars. I think this was a case of Nike thinking the grass might be greener on the other side. It’s not the first time they’ve tried dancing with another partner. Me thinks they’ll come crawling back to W+K. The killer was this quote by Alex Bogusky in this month’s FastCompany regarding his opinion of the Nike work, “I think everyone wants to see the work get better than it is.”
Perhaps if the work had more soul like the new work for New Balance they’d have kept it.
Keep in mind, this isn’t about hating on Cripsin Porter + Bogusky. They do great work sometimes and sometimes they don’t. That fact makes them just like everyone else. They get so much negative attention because they essentially beg for it based on the way they carry themselves. Never toot your own horn; let someone else do it for you.
Fantastic write up from Amy Worley, the Director of Interactive Marketing at H&R Block on how companies can leverage “social media” channels for success.
Key takeaway “ …in social media there isn’t just one big idea. As evident in the H&R Block case study, sometimes social media is about stacking up many small ideas to create a big total impact.”
Great article at AdAge; I know I rarely say that, but seriously this article is fantastic. I’ve been preaching the need to go beyond the click as a means of measuring success. Finally a large marketing player, Kellogg’s has the balls to challenge their media buying agency, Starcom, to invest in a cost per interaction campaign.
Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy.
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Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy.
