Tuesday, April 14, 2009

Media and Creative, A flash thinking today

Media was saying whatever you put here, I will ensure your good result, Media is facilitating any idea; Creative Agency was saying wherever you put, my idea truely create impact.

Consumer is defining the brand, but how to measure the success becomes the key thing. The interesting is consumer insight


Monday, April 13, 2009

Digital Family Trees 2009

Digital Family Trees 2009

WPP: Digital share of '08 revenue: 15% (Ad Age estimate)
Omnicom Group: Digital share of '08 revenue: 16% (Ad Age estimate)
Interpublic Group of Cos.: Digital share of '08 revenue: 14% (Ad Age estimate)
Publicis Groupe: Digital share of '08 revenue: 19%
Dentsu: Digital share of '08 revenue: 6.4% (Ad Age estimate)
Aegis Group: Digital share of '08 revenue: 26%

Thursday, April 9, 2009

What CMOs Are Saying IV

Marketing dollars get tight, but don’t disappear.

The pressure is on, however, for marketers to contribute to the bottom line. Management is demanding that marketers grow market share and improve operational efficiencies. Read: more accountability.

That is probably why Website development and digital marketing topped the list of agency changes for 2009.

One-half of the global marketers surveyed claimed they were either holding firm on budgets or anticipating increases. Nearly one-third planned small budget increases, and 8% expected increases of more than 10%.

nearly one-half said they would decrease spending, with 19% expecting cuts of more than 15%. 34% of the marketers said they were sharpening focus and reducing spending.

As noted above, however, not everyone shares the relatively rosy outlook of the marketers surveyed by the CMO Council.

Wednesday, April 8, 2009

55% shoppers research their purchases before buying

by Anita Davis    2-Apr-09, 11:01

ASIA-PACIFIC - Fifty-five per cent of shoppers research their purchases before buying, a recent survey by Synovate and Microsoft Advertising finds, and much of this browsing is done for FMCG.

According to the report, 84 per cent of MSN users and household decision-makers research food and beverage and personal care goods online. Among these consumers, 96 per cent said they decide the purchase of at least one type of FMCG product and brand advertisements sway their opinion 44 per cent of the time.

The survey additionally finds that regional consumers spend more than 15 hours a week on the internet either at home or in the office. This demographic only spends six hours a week watching TV.

Sixty-four per cent of internet users are drawn to news content while 61 per cent search for music, the report adds. Netizens’ brand activities include searching for online games, 37 per cent; health tips, 35 per cent; and coupons 32 per cent.

The survey was conducted following a poll of 8,000 MSN/Windows Live users from China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand.


Thursday, April 2, 2009

2008 China Online Ad Spending

More Internet users than any other country, still low spending.

According to MAGNA, ZenithOptimedia and Bernstein Research, Internet ad spending in China will reach $1.7 billion in 2009.

Online Advertising Spending in China, by Format, 2007-2012 (millions)

In 2012, ad revenues are expected to generate $3.5 billion, a 24% compound annual growth rate from 2007.

China’s online ad market pales in comparison to more developed countries, however. In the US, eMarketer estimates that $25.7 billion will be spent online in 2009, and $37 billion in 2012. 

Digital ad spending in China is almost evenly split between search and traditional display and rich media ads, with other channels such as video, classifieds and e-mail making up a steady 6%. By 2012, however, search will overtake display and rich media.

Online Advertising Spending Share in China, by Format, 2007-2012 (% of total)

The Bernstein projections closely resemble eMarketer’s in the short term. (eMarketer predicted that online spending reached $1.4 billion in 2008 and will hit $1.95 billion in 2009.) But the similarities end after that, as the firm expects online ads in China to generate nearly $5 billion in revenues in 2012. 

Thursday, March 26, 2009

What are CMOs thinking? III

The pressure is on.

In an article in Advertising Age, “Why CMOs Are Gaining Ground in the Recession,” John Quelch, Lincoln Filene Professor of Business Administration at Harvard Business School, listed the four mainmarketing challenges chief marketing officers (CMOs) currently face: Shifting consumer behavio, Price positioning, Stretching marketing dollars, Embracing digital

Following last week’s article, What Are CMOs Thinking?, here are the results of yet another report documenting the thoughts, attitudes and behaviors of CMOs in tough economic conditions.

Fielded late last year, “Isolating the Marketing DNA: The Essential Skills and Qualities of the New CMO,” fromSpencerStuart, delved into CMOs’ operational concerns.

When asked what attributes were needed to make a CMO successful, 65% replied the ability to impact bottom-line results.

But when asked what a CMO must “own” to be successful, 92% of the executives answered the brand.

The disconnect between the leading answers to the two questions is somewhat surprising, because often branding and bottom-line results are considered if not antithetical, at least rarely allied.

Unsurprisingly, when it came to what a CMO’s effectiveness should be measured against, following alignment with business strategy were profitability and revenues.

It is a complex job, with many pressures, but in the current economic environment CMOs have to be concerned with making money for their organizations.

Yet, as the SpencerStuart report cautioned, “Marketing can help by encouraging the organization to be counterintuitive in a time of financial crisis; rather than scaling back, companies can invest in the areas that will benefit customers.”

And that can mean…spending money.

What Are CMOs Thinking? II

“How the heck can we…”

CMOs are facing tough job in current downturn, coz they are to keep products moving—even in an economy where practically nothing is moving.

To find out how top marketing officers around the country are dealing with adverse economic conditions, Duke University’sFuqua School of Business and the American Marketing Association (AMA) conducted the “CMO Survey” in February, a poll of nearly 600 US marketing executives.

The survey found that 59% of marketers were less optimistic about the economy than they had been one quarter before. Amazingly, though, that is better than when the survey was conducted in August 2008. Then, 77% of respondents were less optimistic.

When the CMOs were asked about the first customer priority for the next 12 months, price dominated.

The marketers expect marketing spending to remain almost flat this year, growing by only 0.5% over the next 12 months. But where they are spending their limited marketing dollars is changing.

They anticipate a more than 7% decrease in traditional advertising and increases of about 10% in both Internet marketing and new product introductions.

CMOs are turning to new and often unproven strategies that focus on the Internet, partnerships, new markets, and new products and services to keep their companies moving forward. 

What CMOs are thinking?

A 2 years ago study, and now we can have more insight about it. 

2007 McKinsey study of 410 marketing execs found 
the primary barriers to online investment were: 
52% insufficient metrics to measure impact 
41% Insufficient in-house capabilities 
33% Difficulty of convincing upper management 
24% Limited reach of digital tools 
18% insufficient capabilities at agency