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Saturday, April 7, 2007

I just accept a position to lead search engineering and Internet marketing for a new cutting edge advertising agency. It's about embracing the changes that will be necessary to survive and prosper with Web 2.0 and 'the New Order of Marketing'.... why?

Perhaps one of the best references is an article I picked up the end of last year, from Strategy+Business Magazine, published by Booze, Allen and Hamilton , dated September, 2006. I've included some of the key early juicy stuff below:

“The methods by which consumers absorb information and entertainment – and the ways they perceive, retain, and engage with brands and brand messages – have changed irrevocably. As marketers take notice, their decisions are reshaping the media environment.

Magazines are losing advertising to the Web (with total revenues declining about 2 percent per year since 1998); radio broadcasters are losing listeners, talent and revenues to satellite upstarts and iPod playlists. Television networks also see the writing on the wall, as the penetration of digital television heralds the rise of video on-demand, video downloads, interactive game networks, Internet TV, and other broadcast- and cable-busting enterprises.

Broadcast advertising revenues declined in the upfront markets of both 2004 and 2005, according to the Jack Myers Business Report – the first-ever decrease in two consecutive years. In spring 2006, pundits predicted a third straight year of upfront price reductions”…….. and where are many of the former Advertising CEO’s? – out of a job….. because they just don’t get it!

§ Other notable references in the first article include:

· Long a standard setter in television advertising, Pepsi last year relaunched its PepsiOne product without TV

· Says Apprentice producer Mark Burnett, “The new prime time is 9 AM to 5 PM because more people have access to a computer then

· Although many longtime TV executive watch the erosion of channel-centricity with trepidation, others relish the opportunities

· The Industry many be on the verge of a metrics glut that transfers precious capacity away form productive activities and creates a cult of accountability

· There is no excuse for any marketer who fails to take advantage of the opportunities that have

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