Latest Articles
i-design 08 - 3D to 5D
The first panel discussion broached the topic of 5D, the developing area of immersive design that touches on themes around sensory experience, virtual reality environments and design that is not just digital and not just virtual, but rather a hybrid of the two.
moreOnline Advertising Bucks Flagging Market
The industry received a welcome boost this week with the news that Internet advertising revenues rose significantly in the first half of 2008, despite tough economic conditions. NMK quizzed the industry on what we can expect for the next year.
moreITV’s Overlay Advertising Trial Panned
Troubled ITV is experimenting with ‘automatically placed overlay advertising’ to help revive flagging revenues. NMK’s Chris Lee canvassed opinion from around the new media industry about the move.
more- More Web 2.0 Needed In Schools
- UK Council for Child Internet Safety Launches
- US Presidential Election Gets Social
- i-design 08 - Brendan Dawes, My Interactive
- i-design 08 - Simon Waterfall
- YouTube gets into Top Gear
- Goldfarming for Fun and Profit
Related Articles
Online Advertising Bucks Flagging Market
The industry received a welcome boost this week with the news that Internet advertising revenues rose significantly in the first half of 2008, despite tough economic conditions. NMK quizzed the industry on what we can expect for the next year. more
i-design 08 - Simon Waterfall
Simon Waterfall, creative director at Poke and former digital chair of D&AD, began the day with a series of questions and observations about the aspects of online media he found frightening and disturbing. more
Sky Appoints its First Head of Mobile Advertising: an Industry Viewpoint
With broadcaster Sky strengthening its mobile ambitions with the appointment of Tim Hussein, NMK spoke to Russell Buckley, newly appointed chairman of the Mobile Marketing Association, about what this means for the industry. more
Marketers Cautious Over Social Media Spend
Social media marketing has been high on the agenda for many communications experts. Most marketers can see how the Internet has revolutionised the way the general public communicates, but many are still unsure whether they can leverage this technology to push brand messages. more
Interesting Stunt
Carsonified - one of the leading UK digital events companies, with a couple of web applications also under its aegis - is developing a wholly new application this week. Ian Delaney reports. more
Related Events
EconMusic
Location: Natural History Museum
Price: Reduced to £0.00 if you are eligible for a discount.
Marketing 07: 4th Annual Marketing Summit (WTG Events)
Location: Novotel London West, London
Price: Reduced to £934.00 if you are eligible for a discount.
Forrester's Consumer Marketing Forum EMEA 2006 - Integrating Social Media
Location: QEII Conference Centre, Broad Sanctuary, Westminster, London SW1P 3EE
Price: £1375.00 Reduced to £1225.00 if you are eligible for a discount.
Advanced E-mail Marketing (CIM - Reading)
Location: Black Horse Conference Centre, Reading University, RG6 6AQ.
Price: Reduced to £99.00 if you are eligible for a discount.
Advanced E-mail Marketing (CIM - London)
Location: Cambridge Professional Academy, Suite 201, Albany House, 324-326 Regent Street, London, W1B 3BL
Price: Reduced to £99.00 if you are eligible for a discount.
Marketing Integration & Accountability
StumbleUponLeading companies recognise the growing need to measure their marketing campaigns effectiveness, but admit they spend little executive time doing it, according to a global survey compiled by the Economist Intelligence Unit...
A new survey finds online marketing needs better accountability and integration with offline campaigns. Leading companies recognise the growing need to measure their marketing campaigns effectiveness but admit they spend little executive time doing it, according to a global survey compiled by the Economist Intelligence Unit...[Register and post your own comments on this article below...]
• Half of all respondents think that the level of accountability for all marketing activities is “rising dramatically”.
• Executives spend less time assessing the performance of marketing campaigns than either planning or executing them.
• Between a third and a half say they don’t know how to measure the impact of several of their online marketing activities either.
The survey – sponsored by Google – also showed that leading companies believe marketing will play an increasing strategic role in their business, and that online advertising will be central to major campaigns. Over half believe that brand advertising will drive that growth.
• 45% of respondents believe that the marketing department will become more deeply involved in decisions regarding strategic partnerships.
• 72% of respondents say that in two years’ time online will be the media platform that determines how major interactive marketing campaigns are planned and executed (up from only 28% of respondents who believe that today).
• 29% of companies will re-allocate their marketing budget from offline to online advertising and promotion.
According to Nigel Holloway, director of research in the Americas for the Economist Intelligence Unit, “Online marketing is rapidly maturing, but companies have to make sure their actions catch-up with their aspirations. Executives must not lose sight of the need for specific yardsticks of success in every part of their marketing budget”.
Google warns of missed opportunties
The survey also detected little apparent co-ordination between online ad spending with traditional media budget allocations. Integration of online and offline marketing remains the exception rather than the rule, with 52% of executives admitting their online and offline marketing efforts either run in parallel or are not integrated at all.
Google indicated that more needed to be done if companies were to exploit the potential for online marketing.
“The next two years will be decisive for the art and science of media marketing,” said Lorraine Twohill, Director of European Marketing Programmes. “This research clearly demonstrates the paradox between how deeply executives believe in the power of marketing – and increasingly online marketing - but how much more work is necessary to deliver on these expectations.”
More than 200 companies participated in the survey, measuring attitudes to online marketing and advertising. Of those companies, 70 of them generate annual revenues of at least $5bn.
The global study comprised 228 executives in the United States, Europe, Asia and elsewhere. Regional differences were negligible.
About The Survey:
The online survey was conducted in February 2006, and received 228 responses, 36% marketing executives and 30% CEOs from a range of industries. They were located in the following regions: Asia-Pacific (25%), North America (26%), Latin America (3.5%), Western Europe (30%), Eastern Europe (12%), and Middle East/Africa (4%). A total of 48% of respondents work at companies with more than $1 billion in annual revenue.
About the Economist Intelligence Unit:
The Economist Intelligence Unit, the business information arm of The Economist Group, publisher of The Economist, is the world's leading provider of country intelligence, with over 500,000 customers in corporations, banks, universities and government institutions. Our mission is to help companies do better business by providing timely, reliable and impartial analysis on market trends and business strategies. www.store.eiu.com
The University of Westminster is a charity and a company limited by guarantee.
Reg. No: 977818 England. Reg. Office: 309 Regent Street, London W1B 2UW
© 2008 New Media Knowledge.
Site created by Green on Black and designed by Imagination
Comments
You must be logged in to comment.