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Big increase projected for |
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online advertising |
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orrester Research, Inc., forecasts that total U.S. online advertising and marketing spending will reach $14.7 billion in 2005, a 23 percent increase over 2004. It’s expected to represent 8 percent of total advertising spending in 2010. Meanwhile, search engine marketing will grow by 33 percent in 2005, reaching $11.6 billion by 2010. It’s no wonder, when you consider that online consumers spend more than one-third of their time online (about the same amount spent watching TV) and that many of today’s marketers are losing confidence in the effectiveness
of traditional advertising. |
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Future leaders need |
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strong grasp of marketing |
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ccording to a survey commissioned by the Institute of International Research, marketing will
be the most important area
of expertise for the next generation of leaders. The study was conducted to identify that key area in
which leaders need the most experience. Marketing was the clear choice, with 31 percent of votes, followed by 20 percent for operations and 16 percent for financial expertise. Sales and engineering were deemed least critical to leadership with 11 percent and 6 percent, respectively. Marketer Seth Godin agrees with the results: “Leaders understand that spreading the word about
their offerings is the only
path to success.” |
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Marketers now exploring |
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the power of podcasting |
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ccording to the Pew Internet and American
Life Project, 29 percent of the 22 million American adults who own an MP3 player have downloaded a podcast from
the Web. Simply put, podcasting is a way of publishing sound files to the Internet so subscribers can receive new content automatically. And since it’s a relatively easy and cost-effective way to deliver messages, industries from financial to pharma are looking at ways to leverage podcasting’s power and popularity. From creating shows to sponsoring industry-related programs, the podcasting possibilities are endless. |
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