Online ad spending seen topping radio spending
B-to-b ad pages, revenue down
‘Journal’ reorganizes ad sales department to pump integrated sales with Web properties
Online newspaper advertising up 19%
Time Inc. to shutter “Business 2.0”
Yellow Book to test video advertisements
Marketers prepare for ‘blended search’
Online marketing tools come of age
These are headlines from just the first six pages of the September 10, 2007 BtoB, the magazine for marketing strategists published by Crain Communications. After pondering these headlines, is there any question that interactive strategy and tactics should be integrated into campaigns? Should I really ever hear again from a Vice President of Marketing that the marketing of their product is as simple as sponsoring a NASCAR team and doing print ads in targeted pubs? Do we really need to debate the death of the 30-second spot? No.
Interactive strategy and tactics should be integrated into every campaign if not lead them. The 30-second spot isn’t dead. It has only moved to a new home. And marketing and advertising isn’t like Madison Avenue in the 1950s. It’s not about a single creative idea, message or execution. It is about math and metrics. What is the most efficient marketing spend for each segmented target audience we are trying to reach?
When I was in junior high in 1984, my teachers introduced a new mathematics curriculum. They coined it “new math.” It was significantly different than the methods I was taught in elementary school. Now, I could have been stubborn and refused to adopt the new strategies they were teaching us, but I would have failed. Well, there is a new curriculum for marketing and advertising today. And if agencies, CMOs, VPs of Marketing and other marketing professionals do not embrace the “new math”, they will not succeed. You only have to review the headlines on the first six pages of the most recent BtoB to understand this.
