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Integrated Marcom on the Rise |
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As Marketing Magazine notes, there's no question that the role of mass-media advertising is in real decline as the primary driver of marketing. Direct marketing, web programs, promotions, event marketing, sales collateral, product and package design, and e-mail and employee marketing are all tools that are increasingly more dominant in many marketing programs.
PR is one of the fields that are really stepping forward to claim a more important place in the mix. Consider Al and Laura Ries's book The Fall of Advertising, The Rise of PR. This father-and-daughter team made the case that Botox, Viagra, Prozac and Volkswagen are all brands that were built by public relations. They argued that PR is more powerful than advertising and that ad dollars can't compensate for a lack of favorable PR.
Source: www.marketingmag.ca |
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Interest Grows in SEO |
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According to research conducted by iProspect, three times as many marketers who outsource the management of their natural search engine optimization (SEO) and who also participate in pay per click (PPC) advertising recognize a higher ROI from their SEO programs than from PPC.
In addition, as PPC costs rise, there is also a trend that no doubt disturbs the search engines that offer PPC programs: 66% of consumers distrust paid search ads; up to 85% of searchers say they tend to ignore the paid listings; and 87% of commercial clicks take place on the natural (not sponsored) search results.
Sources: iProspect, eMarketer, Marketing Sherpa
and Jupiter Research
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Design Take on Greater Importance in E-Mail Marketing |
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Roughly 95 percent of all commercial e-mail messages are sent in HTML today. As a result, design has become critical on a number of fronts. This includes designing for challenges such as blocked images, the increased use of the "preview pane," inconsistent rendering by various email clients and using images instead of text to minimize against overzealous content filters. Further, while the typical consumer or business prospect may subscribe to dozens of e-mail newsletters and promotions, they are likely to actively read only about 15-20. As a result, layout, readability and usability are critical to differentiating emails from "competing" emails, conveying value and trust, driving action and retaining subscribers.
Source: Email Labs |
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