Clips And Quips

The CPO as CMO?…

Aug 24th

I don’t think so. While there is no doubt that procurement has been increasingly effective at getting more categories of spend under management, the shift away from advertising isn’t because procurement is controlling the purse strings – this is a fundamental shift predicated on efficacy and customer preference.

Amplify’d from www.huffingtonpost.com

Between 2007 and 2012, advertising’s slice of the total marketing pie is forecast by Jack Myers Media Business Report to decline from 30.7% to 25.9%. That represents more than $100 billion that is shifting away from traditional media spending to alternative marketing options during this five-year span. Even with hundreds of millions of dollars invested in effectiveness, engagement and emotional connections™ research studies by media companies and agencies, advertising remains a cost center that is increasingly subjected to procurement oversight and intensifying cost controls.

Read more at www.huffingtonpost.com

See this Amp at http://amplify.com/u/963d

advertising, declining share, jack myers, Marketing, procurement

We just can’t get enough ineffective marketing content

Aug 23rd

Posted by Andrew in Clips and Quips

No comments

No wonder everybody is talking about [quitting] Twitter, Facebook, whatever…

Amplify’d from www.btobonline.com

However, the survey found wide discrepancies between the tactics being used by media companies to market custom content and their effectiveness.

For example, while 79% of respondents are using social media tools to market custom content, just 25% said those tools are effective. Additionally, 51% use blogs, but only 25% said they are effective; 75% use article postings, but only 40% said they are effective.

The biggest challenges to custom media players are producing “engaging” content (36%) and producing enough content (21%), the survey found.

Read more at www.btobonline.com

See this Amp at http://amplify.com/u/9498

B2B marketing, btob magazine, content, custom, effective

Long Live the (Content) King

Aug 23rd

Posted by Andrew in Clips and Quips

No comments

CMO’s I talk to have always used words like “new”, “fresh”, “unique”, “differentiated” when discussing programs and content. However, it seems that marketing spend is starting to shift. Some interesting research from McKinsey…

Amplify’d from www.btobonline.com

It’s clear that custom content is growing. A survey by the Custom Content Council found that spending on custom content in 2009 was higher than in any other year in the history of the survey, which was first conducted in 2003. The survey found that branded content accounted for 32% of overall marketing, advertising and communications budgets last year.

Additionally, a recent report by McKinsey & Co. found that traditional marketers, which in general have not yet embraced online custom content, typically spend about 60% of their budgets on paid media and about 20% on content creation.

At the same time, marketers that are embracing custom content— especially online—are shifting their spending. “Active digital marketers tend to devote about 30% of their marketing budgets to paid media and 50% to content,” according to the McKinsey report. Read more at www.btobonline.com

See this Amp at http://amplify.com/u/93t3