A Russell Research study sponsored by Cymfony and Porter Novelli found that more than 3/4 of corporate blog owners said that traffic to their websites, and media attention, both increased because of their blogs.
Chris Thilk writes at AdJab about the proliferation of corporate attempts to create online social networking sites. I am in complete agreement with him - this is just silly. People are using MySpace and YouTube because they are easy to use, do what they want, and everyone else they know is using them. Why in the world would anybody decide to go to Wal-Mart's social networking website? I just can't see this working.
Mediaweek reports that an increasing number of mainstream advertisers are experimenting with advertising on podcasts. Of note, however, is that 60% of podcast listeners claim that they fast-forward through commercials. The usual trick of having the podcast host endorse or speak of the product/service has been the typical way of getting around this issue.
I think it's interesting that mainstream advertisers are trying this. Typically, those with the big bucks want to try to get mass exposure. Clearly, podcast advertising doesn't gain that at this time. There are very few podcasts that get major exposure. However, this is clearly a case of "long tail" advertising, and I think the business model for this is going to become more and more obvious over the next year.
pqmedia has a new report out entitled "Alternative Advertising and Marketing Outlook 2006". You can download an executive summary. It shows quite clearly that the biggest advertising growth areas right now are online advertising and mobile and interactive marketing. Word-of-mouth marketing is also experiencing large growth.
The AMN found that brand marketers are accelerating the shift of advertising and marketing dollars away from conventional media to newer media that are using digital technology to reach youth and influential demographics. In many cases these alternative media tactics are doing a better job of reaching target demographics, delivering stronger ROI metrics, or are more engaging to consumers.
Scott is the co-founder and managing partner at Abstract Edge, a creative digital agency that provides online marketing, brand-focused design and technology services to organizations with serious content publishing needs.