Mark W. Johnson

Dollars Follow the People

In Uncategorized on July 7, 2009 at 10:25 pm

I noticed a couple of unrealated news articles about things happening online and thought I would share them with you. One deals with online advertising going up and the other with what’s happening with the Latino community online.

Since the tech bust in 2001 companies have struggled with brick and mortar issues, how much to invest online, offline, how to budget for their marketing,  and how to measure online impact.

The funny thing is I consistantly saw from 2003 to 2008  was study after study showing how online advertising supported offiline marketing efforts but never saw the uptick in online advertising.

Maybe 2009 will start to alter that trend. This article shows an uptick of 10% for 2009. So what are the challenges for online advertising. In one word: branding.  The internet pitch for so long has been click throughs and the holy grail– direct response meterics.  With the major component of most advertising being brand awareness internet advertising was held to a standard that didn’t deliver.  Maybe part of that “not delivering” lies in the creative. This article says the trouble lies with online advertsing lacking creativity and this article is a little more harsh when it says internet advertising is “cheesy”. I have to agree with him. If you are looking to do online advertising in 2009 please find creative people to do something other than “Shoot the Ducks” or “Punch Obama” for a free iPhone.

One thing is for sure. Money follows the people and the latest numbers show 51% of the U.S. Hispanic population is now online. Just another reason to roll out more advertising dollars to target that demographic. Online advertising is going to rise but the pitch needs to be retooled and the creative needs to get better.

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