Is your favourite among them? Check it out!
Do you want to add your company? Don´t forget to check the actual stats and also the rule of success before taking first steps.
Leto je preč
14 years ago
Saturday, January 31, 2009
Thursday, January 29, 2009
2009 top online predictions
Top 10 E-marketer published its predictions for online space in 2009:
1. The Internet is a Buyers’ Market: Marketers will continue to stretch their budgets by making use of cost-efficient online ad placements. In addition to the internet’s accountability and targeting, which permit more-focused media buys, lower prices for most display ads and less competition for many search keywords will make online a buyers’ market.
2. Search Marketing Remains Recession-Resistant: While search marketing is not recession-proof, it is recession-resistant, with estimated spending growth in 2009 at 14.9%, to $12.3 billion.
Key reasons for search’s strength: Search is highly measurable and will help retain many budgets and increase some others, as advertisers look for secure and effective marketing methods to combat the fear inherent in an economic meltdown. Consumers who monetize search ads by deciding whether or not to click, will be both taking money off the table (by shopping less) and putting money back on the table (by searching for deals). While search advertising will grow less in 2009 than in any previous year, its inherent strength means greater spending gains than for any other major form of advertising, whether online or through traditional media.
3. Video Ad Spending Will Run Counter to Economic Trends: Video ad spending growth will run counter to overall economic developments, rising by 45% in 2009 to reach $850 million. Supporting this trend are two key factors: First, the sharp escalation of professional video content on the web — coming mainly from TV networks — is creating a viable base for brand marketers. Second, even though most advertisers are increasingly cautious with their budgets, they still need to reach online audiences, and woo their shrinking wallets, with messages that reach their hearts and minds. This should add up to more video, eMarketer said.
4. Social Network Shakeout: With US ad revenue growth slowing, smaller and niche social networks will have a tough time gaining traction and several may close down or be acquired by larger players. In addition, marketers that have built standalone social networks tied to their brands will either shutter them or migrate them to existing social network platforms where they can reach a broader audience.
5. New Revenue Streams for Social Networks: E-commerce will be a growing revenue stream for social network sites. Expect both MySpace and Facebook to enhance their self-serve advertising systems to allow consumers and businesses to buy and sell real-world goods and services. Facebook, already a de facto business networking site because of the number of businesspeople who use it, will develop ad programs aimed at B2B companies. This will directly affect LinkedIn.
6. E-Commerce Sales Growth From Existing Online Buyers: Online retail sales (excluding travel) will grow by only 4% in 2009—the first full year to feel the impact of the economic crisis. Over the long term, online sales growth has been on a downward slope as the number of online buyers approaches saturation. So, the economy accentuates an existing trend. Most retail e-commerce sales growth in the future will come from increased spending by current online buyers.
7. Seismic Shift in TV Ad Sales: US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop in spending reflects not only expectations of a continued poor economy but a seismic shift in the way television advertising is bought and sold, eMarketer said. Like other traditional media, TV advertising was already suffering, and now the climate will be even tougher. Fragmentation on TV and declines in viewership have made it more difficult for advertisers to reach audiences. Broadcasters will be pressed to redefine their businesses in an increasingly digital world. They will focus on expanding programming to the online realm and will continue to test business models.
8. More Newspaper Companies to Become Casualties: Newspaper advertising will decline in 2009 more than any other medium. Industry-wide cutbacks will continue, and there will be some consolidation, while firms will be forced to undertake drastic measures to stay afloat. The industry was limping before the recession and the market can expect more newspaper companies to become casualties.
9. User-Generated Content Aggregation: With so much user-generated media populating the web and mobile channels, content aggregation will become more important than ever. In 2009, expect to see the emergence of real-time aggregation tools that combine algorithmic approaches with human input. These aggregation tools will develop from the ground up, much like the content itself.
10. Multicultural Marketing Will Gain Intensity Online: Although white Americans make up about 70% of the US internet population, more and more African-Americans and Hispanics are going online through their PCs and their mobile phones. Marketers will follow, targeting these segments with language and culture-specific messages, which will evolve from their general-market campaigns.
If interested, you may find tons of another predictions here.
1. The Internet is a Buyers’ Market: Marketers will continue to stretch their budgets by making use of cost-efficient online ad placements. In addition to the internet’s accountability and targeting, which permit more-focused media buys, lower prices for most display ads and less competition for many search keywords will make online a buyers’ market.
2. Search Marketing Remains Recession-Resistant: While search marketing is not recession-proof, it is recession-resistant, with estimated spending growth in 2009 at 14.9%, to $12.3 billion.
Key reasons for search’s strength: Search is highly measurable and will help retain many budgets and increase some others, as advertisers look for secure and effective marketing methods to combat the fear inherent in an economic meltdown. Consumers who monetize search ads by deciding whether or not to click, will be both taking money off the table (by shopping less) and putting money back on the table (by searching for deals). While search advertising will grow less in 2009 than in any previous year, its inherent strength means greater spending gains than for any other major form of advertising, whether online or through traditional media.
3. Video Ad Spending Will Run Counter to Economic Trends: Video ad spending growth will run counter to overall economic developments, rising by 45% in 2009 to reach $850 million. Supporting this trend are two key factors: First, the sharp escalation of professional video content on the web — coming mainly from TV networks — is creating a viable base for brand marketers. Second, even though most advertisers are increasingly cautious with their budgets, they still need to reach online audiences, and woo their shrinking wallets, with messages that reach their hearts and minds. This should add up to more video, eMarketer said.
4. Social Network Shakeout: With US ad revenue growth slowing, smaller and niche social networks will have a tough time gaining traction and several may close down or be acquired by larger players. In addition, marketers that have built standalone social networks tied to their brands will either shutter them or migrate them to existing social network platforms where they can reach a broader audience.
5. New Revenue Streams for Social Networks: E-commerce will be a growing revenue stream for social network sites. Expect both MySpace and Facebook to enhance their self-serve advertising systems to allow consumers and businesses to buy and sell real-world goods and services. Facebook, already a de facto business networking site because of the number of businesspeople who use it, will develop ad programs aimed at B2B companies. This will directly affect LinkedIn.
6. E-Commerce Sales Growth From Existing Online Buyers: Online retail sales (excluding travel) will grow by only 4% in 2009—the first full year to feel the impact of the economic crisis. Over the long term, online sales growth has been on a downward slope as the number of online buyers approaches saturation. So, the economy accentuates an existing trend. Most retail e-commerce sales growth in the future will come from increased spending by current online buyers.
7. Seismic Shift in TV Ad Sales: US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop in spending reflects not only expectations of a continued poor economy but a seismic shift in the way television advertising is bought and sold, eMarketer said. Like other traditional media, TV advertising was already suffering, and now the climate will be even tougher. Fragmentation on TV and declines in viewership have made it more difficult for advertisers to reach audiences. Broadcasters will be pressed to redefine their businesses in an increasingly digital world. They will focus on expanding programming to the online realm and will continue to test business models.
8. More Newspaper Companies to Become Casualties: Newspaper advertising will decline in 2009 more than any other medium. Industry-wide cutbacks will continue, and there will be some consolidation, while firms will be forced to undertake drastic measures to stay afloat. The industry was limping before the recession and the market can expect more newspaper companies to become casualties.
9. User-Generated Content Aggregation: With so much user-generated media populating the web and mobile channels, content aggregation will become more important than ever. In 2009, expect to see the emergence of real-time aggregation tools that combine algorithmic approaches with human input. These aggregation tools will develop from the ground up, much like the content itself.
10. Multicultural Marketing Will Gain Intensity Online: Although white Americans make up about 70% of the US internet population, more and more African-Americans and Hispanics are going online through their PCs and their mobile phones. Marketers will follow, targeting these segments with language and culture-specific messages, which will evolve from their general-market campaigns.
If interested, you may find tons of another predictions here.
Tuesday, January 27, 2009
Triple "A" for my employer
I am forwarding the list of *remaining* "AAA" corporate names based on ratings according to Reuters news:
S&P
- ADP
- Exxon Mobil
- GE (Outlook Negative)
- Johnson & Johnson
- Pfizer (Credit Watch Negative)
- Microsoft
Moody's:
- ADP
- Exxon Mobil
- GE
- Johnson and Johnson
- Microsoft
- Toyota Motor (on review)
What to add? Just to hope that my employer will still remain among them.
Saturday, January 24, 2009
The positive side of technology
In last two years companies went into couple of joint ventures for cross product and cross brand cooperation in field of jogging and healthy lifestyle. Let´s name only the well known:
Result? I experienced a lot of people not only to start jogging but also achieve their first biggest targets, like first 5k, first half-marathon under 2h or even marathon.
I see the positive side of this kind of joint venture for both sides. To consumer they give a feeling to people which is rare: an accessible technology of today in help of healthy lifestyle. For companies this is a combination of two brands which makes the one more popular among the fans of the other.
Result? I experienced a lot of people not only to start jogging but also achieve their first biggest targets, like first 5k, first half-marathon under 2h or even marathon.
I see the positive side of this kind of joint venture for both sides. To consumer they give a feeling to people which is rare: an accessible technology of today in help of healthy lifestyle. For companies this is a combination of two brands which makes the one more popular among the fans of the other.
Brotherhood
McDonald´s managers use to say, that if there are two restaurants side by side, their income is higher that it was only one.
It is the same for number of car dealers located on one street.
And finally, the same it is for Media markt and Saturn electro-retail stores. Even more, if they are competing to each other and - owned by one owner.
It is the same for number of car dealers located on one street.
And finally, the same it is for Media markt and Saturn electro-retail stores. Even more, if they are competing to each other and - owned by one owner.
Sunday, January 18, 2009
Company online strategy finally important?
e-consultancy have recently released their 2009 online engagement report. Here are some highlights from the Exec Summary carried out amongst 1,300 marketers (2/3 of which are UK based):
- only 45% have a defined online customer engagement strategy
- 51% say that a deteriorating economy has led to a greater emphasis on customer engagement
- 38% say they are focused on increasing value from the customer, whilst 34% say it is about creating value for their customers
The survey also asked them which channels they will focus on:
- 59% say e-newsletters,
- 41% user ratings & feedback,
- 37% user generated content,
- 36% blogging & 36% branding in social networks like facebook.
What is the situation in Central Europe?
I think we are lagging one or two years behing the UK. Online strategy is more a rarity today and also user rating and feedback and generated content are important only to small number of companies. However I often hear companies´ representatives to express a desire to build customer engagement online, but many of them have little idea how to do this, which channels they should use or what they should measure.
In addition, to achive results online you have to have well synchronized relationship of a skilled company marketer and an experienced advertising agency or direct marketing agency with digital departement. It takes time to play well together but there are already some CE examples - let´s take a look at successful czech WOM campaigns.
Friday, January 16, 2009
Does viral appeal to companies?
Most advertising companies do believe in viral.
So do lot of their clients.
Until it comes to the budget.
After presenting the idea and needed investment, there are usualy three ways of answers comming from clients:
A - So expensive? Let´s leave it out...
B - Too expensive! We would go into it but with much lower budget.
C - Good idea. Let´s lower the budget by 10% and go for it.
Of course, the best answer for the ad company is C, however the question is: how to deal with the situation if the answer are only A or B?
If it is a major client worth to risk for, an ad agency might cover (some part) the production cost. Crazy? No, some virals shown on the link below wouldn´t have been executed without this approach.
As already Onassis used to say: if you believe in yourself and aim to get a dream job dare to work for free at the beginning. If you are really good, they will hire you.
List of successful Slovak and Czech viral campaigns.
So do lot of their clients.
Until it comes to the budget.
After presenting the idea and needed investment, there are usualy three ways of answers comming from clients:
A - So expensive? Let´s leave it out...
B - Too expensive! We would go into it but with much lower budget.
C - Good idea. Let´s lower the budget by 10% and go for it.
Of course, the best answer for the ad company is C, however the question is: how to deal with the situation if the answer are only A or B?
If it is a major client worth to risk for, an ad agency might cover (some part) the production cost. Crazy? No, some virals shown on the link below wouldn´t have been executed without this approach.
As already Onassis used to say: if you believe in yourself and aim to get a dream job dare to work for free at the beginning. If you are really good, they will hire you.
List of successful Slovak and Czech viral campaigns.
Wednesday, January 14, 2009
The 4 Ps
Yes, I know there are sometimes mentioned 5, 6, 7 and even more „P“ in marketing. But let´s still with 4 for this time.
Sometimes people ask me: "what makes your marketing job for an multinational company so interesting? You may hardly change what is dictated from the headquarters. You can maybe add something local to the promotion, but the rest is still outside your control."
Usually, this comes from people working for German or French companies, where the company culture USUALLY doesn´t allow much liberty. The US companies are other. Let make this as my first statement.
As my second point yes, the promotion is mostly where marketers are active and where the changes can be made. But why don´t state this for the rest as well?
The place – in our case the partners are the key to our success. Without healthy partner ecosystem with right motivation and up to date readiness about products and solution we cannot be succesful. And it this all company marketers are active in local or international level.
The product – we cannot influence it directly. But we are often asked for feedback or might participate in developing or testing teams at headquarters.
The price – yes, ther the specialy big deals there might be special price agreed or can decide whether or not to participate for retail price discount promo.
The promotion - this is, where we are most at home. We can decide either to adopt WW campaing, to adopt it with local changes or to create a new one. Of course, only after we decide the HQ marketers that it makes locally more sense.
Bottom line? Yes, we can more or less impact also the place, the product or the price. But what makes me happy even more is the fact, that if we create something interesting in promotion locally, it is often used also for foreign markets, where our company is present. What could be for marketing manager in multinational company more motivating?
Sometimes people ask me: "what makes your marketing job for an multinational company so interesting? You may hardly change what is dictated from the headquarters. You can maybe add something local to the promotion, but the rest is still outside your control."
Usually, this comes from people working for German or French companies, where the company culture USUALLY doesn´t allow much liberty. The US companies are other. Let make this as my first statement.
As my second point yes, the promotion is mostly where marketers are active and where the changes can be made. But why don´t state this for the rest as well?
The place – in our case the partners are the key to our success. Without healthy partner ecosystem with right motivation and up to date readiness about products and solution we cannot be succesful. And it this all company marketers are active in local or international level.
The product – we cannot influence it directly. But we are often asked for feedback or might participate in developing or testing teams at headquarters.
The price – yes, ther the specialy big deals there might be special price agreed or can decide whether or not to participate for retail price discount promo.
The promotion - this is, where we are most at home. We can decide either to adopt WW campaing, to adopt it with local changes or to create a new one. Of course, only after we decide the HQ marketers that it makes locally more sense.
Bottom line? Yes, we can more or less impact also the place, the product or the price. But what makes me happy even more is the fact, that if we create something interesting in promotion locally, it is often used also for foreign markets, where our company is present. What could be for marketing manager in multinational company more motivating?
Monday, January 12, 2009
Rule of success
Friends, colleagues often come to me to tell me about great new business idea they have.
I do believe, that great idea is only 33.3% of success. There are a lot of interesting new business suggestions in business magazines or internet, but is it enough?
I also do believe, that successful implementation is another 33.3% of success. Without having the right team, enough quality funding bringing idea into reality is difficult. But this is still not enough.
And finally I do believe, that endurance to survive the growth or initial troubles in first 1 or 2 years is the last 33.3% of success. Stats are clear 60-70% of businesses fail in first 2 years.
33.3% - 33.3% - 33.3% is success. Idea itself is not enough.
I do believe, that great idea is only 33.3% of success. There are a lot of interesting new business suggestions in business magazines or internet, but is it enough?
I also do believe, that successful implementation is another 33.3% of success. Without having the right team, enough quality funding bringing idea into reality is difficult. But this is still not enough.
And finally I do believe, that endurance to survive the growth or initial troubles in first 1 or 2 years is the last 33.3% of success. Stats are clear 60-70% of businesses fail in first 2 years.
33.3% - 33.3% - 33.3% is success. Idea itself is not enough.
Saturday, January 10, 2009
Does social media help candidates in politics?
Help fo 587 000 fans on Facebook and 330 posted videos at Youtube was not enough to John McCain to become the president of the USA.
Help of 3 650 000 fans on Facebook and 1827 posted videos at Youtube was enough to Barack Obama to become the president of the USA. He had also Flickr, Twitter, Linkedin and all possible social network and services accounts.
If interested, another interesting politics marketing lessons you can find in Seth Godin´s post.
Help of 3 650 000 fans on Facebook and 1827 posted videos at Youtube was enough to Barack Obama to become the president of the USA. He had also Flickr, Twitter, Linkedin and all possible social network and services accounts.
There will be presidential elections also in Slovakia in 4 months. Let´compare the two most possible candidates in online space:
-> The current president, Ivan Gasparovic. He has no Facebook site and 8 videos at Youtube.
-> His rival, Iveta Radicova. She has Facebook fan site with already 7300 fans and growing and 11 videos at Youtube.
According to US model status Iveta Radicova should will win the election. I am not sure about it but definitely paying consistent focus on these services by posting speeches, react to fans or at least became a friend with them may bring additional % of voters. Today maybe only the minority, but those, which may decide.If interested, another interesting politics marketing lessons you can find in Seth Godin´s post.
Wednesday, January 7, 2009
Biggest crisis ever?
I don´t dare to compare. There were brig economic downturns in the past too.
What changed is the fact, how it affected almost the whole world. And how quick it came.
But this is one of the hopes for the future. Because what makes us different from the past is that we have today means to deal more quicky and professionaly with informations. We can find out the roots of the crisis and start correction initiatives. All the informations are at our fingertips. CRM, BI, media, internet and all other information and reporting tools bring all necessary information in no time.
Let´s only hope, that right managers will handle them. Because right information makes only half of thes success. The remaining half makes the right decisions upon them.
What changed is the fact, how it affected almost the whole world. And how quick it came.
But this is one of the hopes for the future. Because what makes us different from the past is that we have today means to deal more quicky and professionaly with informations. We can find out the roots of the crisis and start correction initiatives. All the informations are at our fingertips. CRM, BI, media, internet and all other information and reporting tools bring all necessary information in no time.
Let´s only hope, that right managers will handle them. Because right information makes only half of thes success. The remaining half makes the right decisions upon them.
Tuesday, January 6, 2009
Polls
There are thousands of polls, surveys as a baseline for decision on marketing strategy or tactic.
But do we act upon results?
Most of the time no. Or not enough.
Managers, usualy not experienced enough or less connected with marketing profession still prefer their personal opinions in the end. I feel that this would be better...
In this situation I love to use the words of marketing guru Sergio Zyman: If you buy all the production, I act upon your preferences. Until then, let´s respect the customer.
But do we act upon results?
Most of the time no. Or not enough.
Managers, usualy not experienced enough or less connected with marketing profession still prefer their personal opinions in the end. I feel that this would be better...
In this situation I love to use the words of marketing guru Sergio Zyman: If you buy all the production, I act upon your preferences. Until then, let´s respect the customer.
Sunday, January 4, 2009
Jobs I don´t want to do
I wanted to work as a marketer for premium car maker or premium airline company. Their business is often about fullfiling people´s dream. They work with emotions and might charge higher fees for top service.
But today no company in car or aviation industry is safe in these turbulent times. Customers are reprioritizing their needs and cutting budgets. Cars and planes are also depending on oil price and this brought and even will bring hard times for them.
Toyota predicts loss for 2008 for the first time in history and gives 4200 discount per new vehicle in the US today (according to BusinessWeek). Czech carmaker Skoda is down by 37% y-o-y in UK market.There is said in 3 years only 2 major carmakers will remain in Europe. There is also said that only 3 - 5 low cost airline will survive this winter in Europe. There are 58 of them today.
In spite of all this facts I think this is a challenging time for marketers in these industries. They are facing some of problems for the first time, but this is exactly the situation, when they can prove our impact on business. And in close cooperations with production and sales try to find the easiest way back to the growth.
But today no company in car or aviation industry is safe in these turbulent times. Customers are reprioritizing their needs and cutting budgets. Cars and planes are also depending on oil price and this brought and even will bring hard times for them.
Toyota predicts loss for 2008 for the first time in history and gives 4200 discount per new vehicle in the US today (according to BusinessWeek). Czech carmaker Skoda is down by 37% y-o-y in UK market.There is said in 3 years only 2 major carmakers will remain in Europe. There is also said that only 3 - 5 low cost airline will survive this winter in Europe. There are 58 of them today.
In spite of all this facts I think this is a challenging time for marketers in these industries. They are facing some of problems for the first time, but this is exactly the situation, when they can prove our impact on business. And in close cooperations with production and sales try to find the easiest way back to the growth.
Saturday, January 3, 2009
What is a successful event?
As the indicators of successful event is mostly mentioned numbers of participants.
Yes, I can agree, but need to add: where is the quality? Where is the subjective satisfaction of those participated? How many perspectives did it bring?
Because people participated and particulary events itself, are in general only one of the marketing vehicles. The targeted ratio invested dollar vs revenue out of satisfied participants should be the infitite indicator of success for a real marketing manager.
Yes, I can agree, but need to add: where is the quality? Where is the subjective satisfaction of those participated? How many perspectives did it bring?
Because people participated and particulary events itself, are in general only one of the marketing vehicles. The targeted ratio invested dollar vs revenue out of satisfied participants should be the infitite indicator of success for a real marketing manager.
Friday, January 2, 2009
People don´t trust company blogs
According to Forrester research only 16% of respondents trust in information found on company sites. 77% believe in personal recommendation, even 28% believe in email and 25% dmail from a company or a brand. Does it mean that companies should give up blogging and get back to traditional communication vehicles?
I don´t think so.
First: a company shold be specific in expectation, topics to communicate and needs on the market and accordingly select the mean. I think for long term awareness blogs are very effective.
Second: get credibility. Depends if you want to build renome for the professionals in the company, or change/build awareness for your product or brand.
Example? In Spring 2008 we in Microsoft Slovakia also considered how to get closer to public with informal communications which may send traditional press releases to the past. There were 2 possibilities:
Based on my experience I believe that company specialist after a year loose the consumer/business partner insight which makes engagement of external contributors particulary important. About this in one of my following posts.
I don´t think so.First: a company shold be specific in expectation, topics to communicate and needs on the market and accordingly select the mean. I think for long term awareness blogs are very effective.
Second: get credibility. Depends if you want to build renome for the professionals in the company, or change/build awareness for your product or brand.
Example? In Spring 2008 we in Microsoft Slovakia also considered how to get closer to public with informal communications which may send traditional press releases to the past. There were 2 possibilities:
- create company blog on our platform feeded by our internal profesionals, or
- create external plaftorm to blog for selected external bloggers, specialists in the field.
Based on my experience I believe that company specialist after a year loose the consumer/business partner insight which makes engagement of external contributors particulary important. About this in one of my following posts.
After first day: Euro conversion in reality
So the Euro has arrived to Slovakia. The Slovak crown was supposed to be withdrawn from the market automatically by paying in Slovak crown but the change given back in Euro in the retail. Reality after first day? 2 times payed yesterday 2 times the change returned in Slovak crowns. If it continues like this in following days we may expect long ques in the banks after dual currency flow end on January 16th.
Cause? Uninteresting awareness campaing about Euro that was communicated in last 6 months which didn´t attired the attention enough?
I don´t think so and I guess it is much more simple. It is about the attitude of each person. It seemed too far away even couple of days ago but today it is here. That is why I think the learning curve in following days will exceed that in last couple of weeks by far. If not, let´s meet in the banks.
Cause? Uninteresting awareness campaing about Euro that was communicated in last 6 months which didn´t attired the attention enough?
I don´t think so and I guess it is much more simple. It is about the attitude of each person. It seemed too far away even couple of days ago but today it is here. That is why I think the learning curve in following days will exceed that in last couple of weeks by far. If not, let´s meet in the banks.
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