"Channel Me" calls the tune (social media)
Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 10
Fernandez J.Marketing Week (UK), 26 February 2009 (supplement), Start page: 27, No. of pages: 3
Purpose – To argue that making maximum use of budgets is the social media’s greatest challenge. Design/methodology/approach – Provides tips to marketers on how to exploit the potential of social media. Findings– Online marketing’s unique selling point is the ability to target the right users and monitor the effectiveness of campaigns, in ways not available to those using broadcast media but the industry is not immune to the effects of the economic downturn and so maximizing budgets to ensure maximum brand exposure is essential. States that marketers should be looking for the points of influence and connections between online and offline activity and reminds us that the performance gap between the most successful companies and their competitors becomes greater than during a growth period. Expects the proportion of online advertising budgets devoted to online lead generation to rise by at least 71 percent across Europe in 2009 and digital agencies are cautiously optimistic that the industry can recover from the credit crunch provided brands do not panic and cut budgets. Urges marketers to focus on what real value is and how they can bring that to the market and brands to create useful and meaningful experiences that connect well with everything else the brand is doing and to become more imaginative with their budgets although marketers need to be more focused on how to retain customers. Originality/value– Asserts that as the online advertising sector continues to grow,marketers must increasingly focus on it to ensure they achieve a return on investment but they also need to use the right techniques to achieve this.Article type: ViewpointISSN: 0141-9285Reference: 38AK816
Keywords: Internet, Marketing strategy, Media
