Online Marketing Spend

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Permalink Reply by Brad P. from NJ on March 20, 2008 at 7:14pm

Awesome that the digitial medium is getting the attention. The verbiage in the ad, well, the tenor of the piece anyway, leads me to believe that GM will be doing more "one-to-one marketing" versus doing what we've all come to term social marketing. It looks like this spend will involve getting more targeted ads, rather than using the social marketing sphere to drive conversation about their products and give them a chance to drive brand loyalty by responding to consumer feedback. (sorry, reading the Long Tail, and picking out the parts in the book that support my bias about advertising that tells people what to think is wasted advertising).

Am I off base, or is this more of marketers trying to create demand, rather than understanding how to learn from consumers what their demands are and how to respond to those niche requests? This spend just sounds like more of the same adverts, just in different media.

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Permalink Reply by Tim from Radio Clash on March 22, 2008 at 11:50pm

sorry, reading the Long Tail, and picking out the parts in the book that support my bias about advertising that tells people what to think is wasted advertising).

Cluetrain was saying that 8 years ago...

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Permalink Reply by Gordon on March 20, 2008 at 8:14pm

I don't know. Certainly in Scotland we are starting to see a shift away from traditional advertising and, many of our clients are looking at genuine collaboration with their customers via 'niche' social networks.

I think any article like this can only be good regardless of GM's intent, it gives those of us who believe in the power of new media the opportunity to talk about what it really means.

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Permalink Reply by fatBuzz on March 21, 2008 at 7:19am

Gordon and I were talking about this the other day - if there's a credit crunch then the big players will look to reduce their ad/marketing budgets. They'll look to new media as being a more affordable way to spend those reduced budgets. Now, whether they spend on traditional advertising but push it out via the 'net, is debatable. If they come to companies like us, we would certainly (as we've already done with a couple of organisation we're working with) advise against that.

Then when they see how successful niche advertising via new/social media outlets can be, you can expect more budget dollars/pounds/euros to flow the way of new media companies.

It'll be interesting to see whether grassroots podcasters can benefit from endorsement fees. Read this blog post and note the comment from Mommycast's Grechen - see if you agree.

Also, listen to David Peto talk about how his HD video production company is earning more from new media production than ever before.

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