tag:blogger.com,1999:blog-42414392382954667462024-02-20T11:43:34.030-08:00Huang ZheA personal interesting space about integrated marketing, digital marketing and industry trendHuang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.comBlogger9125truetag:blogger.com,1999:blog-4241439238295466746.post-63537998162184602702010-02-10T23:21:00.000-08:002010-02-10T23:23:15.239-08:00BackStopped doing this a long time, today back to hereHuang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-50871013898941730632009-04-14T02:59:00.000-07:002009-04-14T03:09:08.992-07:00Media and Creative, A flash thinking todayBefore: <div>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.</div><div><br /></div><div>Now:</div><div>Consumer is defining the brand, but how to measure the success becomes the key thing. The interesting is consumer insight</div><div><br /></div><div>Tomorrow:</div><div>? </div>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-70303030864844216322009-04-13T20:40:00.000-07:002009-04-13T20:46:02.965-07:00Digital Family Trees 2009<b><a href="http://adage.com/digitalfamilytrees09/#agency_companies">Digital Family Trees 2009</a></b><div><span class="Apple-style-span" style="font-weight: bold;"><div id="media_companies" class="level1 unselected"><span class="Apple-style-span" style="color: rgb(0, 0, 238); text-decoration: underline;"><br /></span></div><div style="DISPLAY: block" id="level2_agency_companies" class="level2"><div class="parent_company"><div style="DISPLAY: none" id="businesses_havas" class="businesses"> <div class="company_description"> <table class="company_data"> <tbody> <tr> <th>Holding company worldwide revenue rank</th> <td>7</td></tr> <tr> <th>Worldwide revenue ('08)</th> <td>$2.36B</td></tr> <tr> <th>Digital revenue ('08)</th> <td>$330M</td></tr></tbody></table> <table> <tbody> <tr> <td>Havas said its digital business accounted for 14% of 2008 worldwide revenue, up from 11% in 2007 and 9% in 2006.</td></tr></tbody></table><a href="http://havas.com/" target="new_window">http://havas.com</a></div> <div id="business_havas_havas_worldwide" class="business_name"><a title="Click to view details for Havas Worldwide" href="javascript:digitalFamilyTree.getDetails('business_havas_havas_worldwide')">Havas Worldwide</a></div> <div id="popover_business_havas_havas_worldwide" class="popover"></div> <script type="text/javascript"> digitalFamilyTree.property["business_havas_havas_worldwide"]={ url:"http://www.havas.com", title:"Havas Worldwide", description:"Havas unit overseeing companies' ad agencies (Euro RSCG and Arnold). Havas formed Havas Worldwide in February 2009. Havas now consists of two key umbrella groups: Havas Worldwide and Havas Media." }; digitalFamilyTree.property["havas_worldwide_euro_rscg_(includes_euro_rscg_4d)617"]={ url:"http://www.eurorscg.com", title:"Euro RSCG (includes Euro RSCG 4D)", searchterms:"\"Euro RSCG\"", description:"Ad agency. Euro RSCG integrated digital marketing into the services of the general agency in 2007. Part of Havas' Havas Worldwide. Euro RSCG completed the integration in early 2008 and now offers digital along with its advertising services across Europe, North America, Latin America and Asia-Pacific. Euro RSCG 4D, the network's marketing- and digital- services agency, integrated its U.S. operations into Euro RSCG; in the U.S., Euro RSCG now uses Euro RSCG 4D as a brand for digital services. Outside the U.S., Euro RSCG 4D continues to operate as a marketing-services agency offering digital and other marketing services.", searchAdAge:1 }; digitalFamilyTree.property["havas_worldwide_euro_rscg_life619"]={ url:"http://eurorscglife.com/", title:"Euro RSCG Life", searchterms:"\"Euro RSCG Life\"", description:"Euro RSCG Worldwide's healthcare agency. Part of Havas' Havas Worldwide. The shop has integrated digital services from Euro RSCG 4D.", searchAdAge:1 }; </script> <table class="properties"> <tbody> <tr> <td> <div id="havas_worldwide_euro_rscg_(includes_euro_rscg_4d)617" class="property"><a title="Click to view details for Euro RSCG (includes Euro RSCG 4D)" href="javascript:digitalFamilyTree.getDetails('havas_worldwide_euro_rscg_(includes_euro_rscg_4d)617')">Euro RSCG (includes Euro RSCG 4D)</a></div> <div id="popover_havas_worldwide_euro_rscg_(includes_euro_rscg_4d)617" class="popover"></div> <div id="havas_worldwide_euro_rscg_life619" class="property"><a title="Click to view details for Euro RSCG Life" href="javascript:digitalFamilyTree.getDetails('havas_worldwide_euro_rscg_life619')">Euro RSCG Life</a></div> <div id="popover_havas_worldwide_euro_rscg_life619" class="popover"></div></td> <td></td> <td></td> <td></td></tr></tbody></table> <div id="business_havas_havas_media" class="business_name"><a title="Click to view details for Havas Media" href="javascript:digitalFamilyTree.getDetails('business_havas_havas_media')">Havas Media</a></div> <div id="popover_business_havas_havas_media" class="popover"></div> <script type="text/javascript"> digitalFamilyTree.property["business_havas_havas_media"]={ url:"http://www.havasmedia.com", title:"Havas Media", description:"Havas, an agency holding company based in France, in 2006 created Havas Media as the umbrella for its media-agency holdings. Havas Media consists of: MPG, a global media network; Arena, which Havas calls a"network for tailor-made communication services"; Havas Digital, a global digital network; Havas Sports & Entertainment, a global sports and entertainment communication and brand integration network. Havas Media agencies expanded from 10 markets in 1999 to 101 markets in 2009. Havas formed Havas Worldwide as an umbrella organization for its ad agency holdings in February 2009. Havas now consists of two key umbrella groups: Havas Media and Havas Worldwide." }; digitalFamilyTree.property["havas_media_havas_digital621"]={ url:"http://www.havasdigital.com", title:"Havas Digital", searchterms:"\"Havas Digital\"", description:"Havas Digital is an umbrella group that manages all of Havas Media's interactive companies: Media Contacts and Lattitud, global digital media networks; iGlue, an independent digital media network; Mobext, a mobile network; Uncommon, a direct-marketing specialist in Spain; N2, a digital-marketing agency in France; and One-to-One, a customer-relationship-management agency in Portugal; and Archibald Ingall Stretton, a U.K.-based creative shop. Havas Digital brands operate in 43 offices in 33 countries across Europe, North America, South America, Asia and Oceania, serving more than 400 clients including Air France, Danone, Diageo, Expedia, Fidelity Investments, France Telecom, ING Direct, Nike, Peugeot/Citroen, Repsol, Reckitt Benckiser, Sears and Vodafone. Havas Digital brands provide data-driven marketing solutions across interactive channels: digital, direct response, relationship-based media and design. Havas Digital agencies employ Artemis, a proprietary data platform and optimization engine.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_archibald_ingall_stretton873"]={ url:"http://www.aislondon.com", title:"Archibald Ingall Stretton", searchterms:"\"Archibald Ingall Stretton\"", description:"U.K.-based direct interactive agency. Founded in 1998.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_iglue622"]={ url:"http://www.havasdigital.com", title:"iGlue", searchterms:"\"iGlue\"", description:"Digital agency operating in Spain and Mexico. Launched in 2007.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_lattitud623"]={ url:"http://www.lattitud.com", title:"Lattitud", searchterms:"\"Lattitud\"", description:"Digital agency and consultancy operating in Spain, Portugal, Mexico, Chile, Argentina and Colombia. Founded in 2005.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_media_contacts624"]={ url:"http://www.mediacontacts.com", title:"Media Contacts", searchterms:"\"Media Contacts\"", description:"Media Contacts is the global interactive arm of Havas Digital. Operates in 33 countries across Europe, North America, South America, Asia and Oceania. Founded in 1997. Serves more than 400 clients.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_mobext625"]={ url:"http://www.mobext.mobi", title:"Mobext", searchterms:"\"Mobext\"", description:"Havas Digital's mobile agency. Offices in the U.S., U.K., Spain, Portugal, Netherlands, Mexico, Argentina and Brazil.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_n2877"]={ url:"http://www.n-square.net", title:"N2", searchterms:"\"N2\"", description:"Digital-marketing agency in France. Services include digital consulting, SEO strategies, design and technology development.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_onetoone626"]={ url:"http://www.one-to-one.pt", title:"One-to-One", searchterms:"\"One-to-One\"", description:"Direct-marketing agency operating in Portugal & Spain. Operates as both creative and customer-relationship-management agency. Services include digital solutions; CRM; and data and analytics.", searchAdAge:1 }; digitalFamilyTree.property["havas_media_uncommon874"]={ url:"http://www.uncommon.es", title:"Uncommon", searchterms:"\"Uncommon\"", description:"Direct-marketing agency operating in Spain. Functions as both creative and customer-relationship-management agency. Services include digital solutions; CRM; and data and analytics.", searchAdAge:1 }; </script> <table class="properties"> <tbody> <tr> <td> <div id="havas_media_havas_digital621" class="property header"><a title="Click to view details for Havas Digital" href="javascript:digitalFamilyTree.getDetails('havas_media_havas_digital621')">Havas Digital</a></div> <div id="popover_havas_media_havas_digital621" class="popover"></div> <div id="havas_media_archibald_ingall_stretton873" class="property"><a title="Click to view details for Archibald Ingall Stretton" href="javascript:digitalFamilyTree.getDetails('havas_media_archibald_ingall_stretton873')">Archibald Ingall Stretton</a></div> <div id="popover_havas_media_archibald_ingall_stretton873" class="popover"></div> <div id="havas_media_iglue622" class="property"><a title="Click to view details for iGlue" href="javascript:digitalFamilyTree.getDetails('havas_media_iglue622')">iGlue</a></div> <div id="popover_havas_media_iglue622" class="popover"></div></td> <td> <div id="havas_media_lattitud623" class="property"><a title="Click to view details for Lattitud" href="javascript:digitalFamilyTree.getDetails('havas_media_lattitud623')">Lattitud</a></div> <div id="popover_havas_media_lattitud623" class="popover"></div> <div id="havas_media_media_contacts624" class="property"><a title="Click to view details for Media Contacts" href="javascript:digitalFamilyTree.getDetails('havas_media_media_contacts624')">Media Contacts</a></div> <div id="popover_havas_media_media_contacts624" class="popover"></div></td> <td> <div id="havas_media_mobext625" class="property"><a title="Click to view details for Mobext" href="javascript:digitalFamilyTree.getDetails('havas_media_mobext625')">Mobext</a></div> <div id="popover_havas_media_mobext625" class="popover"></div> <div id="havas_media_n2877" class="property"><a title="Click to view details for N2" href="javascript:digitalFamilyTree.getDetails('havas_media_n2877')">N2</a></div> <div id="popover_havas_media_n2877" class="popover"></div></td> <td> <div id="havas_media_onetoone626" class="property"><a title="Click to view details for One-to-One" href="javascript:digitalFamilyTree.getDetails('havas_media_onetoone626')">One-to-One</a></div> <div id="popover_havas_media_onetoone626" class="popover"></div> <div id="havas_media_uncommon874" class="property"><a title="Click to view details for Uncommon" href="javascript:digitalFamilyTree.getDetails('havas_media_uncommon874')">Uncommon</a></div> <div id="popover_havas_media_uncommon874" class="popover"></div></td></tr></tbody></table></div><!-- .businesses --></div><!-- .parent_company --> <div class="parent_company locked"> <div id="parent_wpp" class="company_name private"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;">WPP: Digital share of '08 revenue: 15% (Ad Age estimate)</span></span></div> <div id="businesses_wpp" class="businesses"></div><!-- .businesses --></div><!-- .parent_company --> <div class="parent_company locked"> <div id="parent_omnicom_group" class="company_name private"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;">Omnicom Group: Digital share of '08 revenue: 16% (Ad Age estimate)</span></span></div> <div id="businesses_omnicom_group" class="businesses"></div><!-- .businesses --></div><!-- .parent_company --> <div class="parent_company locked"> <div id="parent_interpublic_group_of_cos" class="company_name private"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;">Interpublic Group of Cos.: Digital share of '08 revenue: 14% (Ad Age estimate)</span></span></div> <div id="businesses_interpublic_group_of_cos" class="businesses"></div><!-- .businesses --></div><!-- .parent_company --> <div class="parent_company locked"> <div id="parent_publicis_groupe" class="company_name private"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;">Publicis Groupe: Digital share of '08 revenue: 19%</span></span></div> <div id="businesses_publicis_groupe" class="businesses"></div><!-- .businesses --></div><!-- .parent_company --> <div class="parent_company locked"> <div id="parent_dentsu" class="company_name private"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;">Dentsu: Digital share of '08 revenue: 6.4% (Ad Age estimate)</span></span></div> <div id="businesses_dentsu" class="businesses"></div><!-- .businesses --></div><!-- .parent_company --> <div class="parent_company locked"> <div id="parent_aegis_group" class="company_name private"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;">Aegis Group: Digital share of '08 revenue: 26%</span></span></div></div></div></span></div><div><span class="Apple-style-span" style="font-weight: bold;"><br /></span></div>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-3389927831141037572009-04-09T19:20:00.000-07:002009-04-09T19:25:06.549-07:00What CMOs Are Saying IV<span id="ctl00_EMarketerContentPH_lblBlurb" class="intro_bold"><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: medium;">Marketing dollars get tight, but don’t disappear.</span></span></span><div><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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. </span></span></p><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">That is probably why Website development and digital marketing topped the list of agency changes for 2009. </span></span></p><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102489.gif" /></span></span></p><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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%. </span></span></p><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102488.gif" /></span></span></p> <p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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.</span></span></p><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102487.gif" /></span></span></p> <p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">As noted above, however, not everyone shares the relatively rosy outlook of the marketers surveyed by the CMO Council. </span></span></p><p><span class="Apple-style-span" style="font-family: verdana; font-size: 13px;"><br /></span></p></div>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-52084235052517876432009-04-08T22:04:00.000-07:002009-04-08T22:12:10.659-07:0055% shoppers research their purchases before buying<h1><span class="Apple-style-span" style="font-size: 11px; "><span class="Apple-style-span" style="font-family: verdana;">by Anita Davis 2-Apr-09, 11:01</span></span><span class="Apple-style-span" style="font-family: verdana;"><br /></span></h1><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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.</span></span><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"> </span></span><div><img align="left" src="http://www.brandrepublic.asia/DigitalMedia/images/articles/2009_04/35024_story_images.gif" width="240" height="158" /><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><br />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.<br /><br />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.<br /><br />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.<br /><br />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.</span></span><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style=" "><span class="Apple-style-span" style="font-size: small;">buying</span></span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style=" "><span class="Apple-style-span" style="font-size: x-small;">http://www.brandrepublic.asia/Media/searcharticle/Shoppers-research-FMCG-online-before-buying/2008/35024</span></span><br /></span></div>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-26737040836601017062009-04-02T07:47:00.000-07:002009-04-02T07:50:00.881-07:002008 China Online Ad Spending<h3><span id="lblBlurb" class="intro_bold"><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">More Internet users than any other country, still low spending.</span></span></span></h3><span id="lblBody" class="grey_text2"><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"> </span></span><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">According to </span></span><a href="http://www.magnainsights.com/" target="blank"><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">MAGNA</span></span></a><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">, </span></span><a href="http://www.zenithoptimedia.com/" target="blank"><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">ZenithOptimedia</span></span></a><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"> and </span></span><a href="http://www.bernsteinresearch.com/" target="blank"><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">Bernstein Research</span></span></a><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">, Internet ad spending in China will reach $1.7 billion in 2009. </span></span></p><p> </p><h3><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><img border="0" alt="Online Advertising Spending in China, by Format, 2007-2012 (millions)" src="http://www.emarketer.com/images/chart_gifs/102001-103000/102130.gif" /> </span></span></h3> <p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">In 2012, ad revenues are expected to generate $3.5 billion, a 24% compound annual growth rate from 2007. </span></span></p><p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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. </span></span></p> <p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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. </span></span></p><p> </p><h3><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;"><img border="0" alt="Online Advertising Spending Share in China, by Format, 2007-2012 (% of total)" src="http://www.emarketer.com/images/chart_gifs/102001-103000/102131.gif" /> </span></span></h3> <p><span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-size: small;">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. </span></span></p></span>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-66921911723709429542009-03-26T09:01:00.000-07:002009-03-28T22:42:47.734-07:00What are CMOs thinking? III<span class="Apple-style-span" style="color: rgb(102, 102, 102); line-height: 15px; font-family:Verdana;font-size:12px;"><h3 style="line-height: 15px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-weight: normal; "><span id="lblBlurb" class="intro_bold" style=" line-height: 20px; font-weight: bold; font-family:Verdana, Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">The pressure is on.</span></span></span></h3><span id="lblBody" class="grey_text2" style=" line-height: 17px; color: rgb(102, 102, 102); font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">In an article in </span></span><a href="http://www.adage.com/" target="blank" style="text-decoration: underline; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">Advertising Age</span></span></a><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">, “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: <span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="color: rgb(255, 102, 102);">Shifting consumer behavio, Price positioning, Stretching marketing dollars, Embracing digital<span class="Apple-style-span" style="color: rgb(102, 102, 102); font-size: 48px; font-weight: normal; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: 13px; "></span></span></span></span></span></span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="color: rgb(255, 102, 102);"><span class="Apple-style-span" style="color: rgb(102, 102, 102); font-size: 48px; font-weight: normal; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: 13px; ">Following last week’s article, </span></span><a href="http://www.emarketer.com/Article.aspx?id=1006971" target="blank" style="text-decoration: underline; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: 13px; ">What Are CMOs Thinking?</span></span></a><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: 13px; ">, here are the results of yet another report documenting the thoughts, attitudes and behaviors of CMOs in tough economic conditions.</span></span></span></span></span></span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">Fielded late last year, “Isolating the Marketing DNA: The Essential Skills and Qualities of the New CMO,” from</span></span><a href="http://www.spencerstuart.com/" target="blank" style="text-decoration: underline; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">SpencerStuart</span></span></a><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">, delved into CMOs’ operational concerns.</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">When asked what attributes were needed to make a CMO successful, 65% replied the ability to impact bottom-line results.</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102331.gif" /></span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">But when asked what a CMO must “own” to be successful, 92% of the executives answered the brand.</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102332.gif" /></span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">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.</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">Unsurprisingly, when it came to what a CMO’s effectiveness should be measured against, following alignment with business strategy were profitability and revenues.</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102334.gif" /></span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">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.</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">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.”</span></span></p><p style=" line-height: 17px; font-weight: normal; font-family:Verdana, Arial, Helvetica, sans-serif;font-size:12px;"><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size: small;">And that can mean…spending money.</span></span></p></span></span>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-35118896611439420942009-03-26T08:38:00.000-07:002009-03-28T22:38:26.095-07:00What Are CMOs Thinking? II<p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;mso-line-height-alt: 11.25pt;mso-outline-level:3"></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;mso-line-height-alt: 11.25pt;mso-outline-level:3"><span class="Apple-style-span" style="font-size:48px;"></span></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;mso-line-height-alt: 11.25pt;mso-outline-level:3"><span class="Apple-style-span" style="font-size:13px;"></span></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;mso-line-height-alt: 11.25pt;mso-outline-level:3"><span style="" courier="" times="" new=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:medium;">“How the heck can we…”</span></span></span></span><b><span style=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:verdana;"><o:p></o:p></span></span></span></span></b></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;mso-line-height-alt: 11.25pt;mso-outline-level:3"></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; mso-line-height-alt:12.75pt;mso-outline-level:4"><span style="" courier="" times="" new=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">CMOs are facing tough job in current </span></span></span><span class="Apple-style-span" style="line-height: 20px; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">downturn, coz they are </span></span></span><span class="Apple-style-span" style="line-height: normal; "><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">to keep products moving—even in an economy where practically nothing is moving.</span></span></span></span></span></span></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; mso-line-height-alt:12.75pt;mso-outline-level:4"> </p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; mso-line-height-alt:12.75pt;mso-outline-level:4"><span style="" courier="" times="" new=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">To find out how top marketing officers around the country are dealing with adverse economic conditions, Duke University’s</span></span></span></span><span style=""><a href="http://www.fuqua.duke.edu/" target="blank"><span style="mso-bidi-" courier=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Fuqua School of Business</span></span></span></span></a></span><span style="" courier="" times="" new=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> and the </span></span></span></span><span style=""><a href="http://www.marketingpower.com/Pages/default.aspx" target="blank"><span style="mso-bidi-" courier=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">American Marketing Association</span></span></span></span></a></span><span style="" courier="" times="" new=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> (AMA) conducted the “CMO Survey” in February, a poll of nearly 600 US marketing executives.</span></span></span></span><span style=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><o:p></o:p></span></span></span></span></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; mso-line-height-alt:12.75pt;mso-outline-level:4"></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; mso-line-height-alt:12.75pt;mso-outline-level:4"><span style="" courier="" times="" new=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">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.</span></span></span></span><span style=""><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><o:p></o:p></span></span></span></span></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; mso-line-height-alt:12.75pt;mso-outline-level:4"></p><p><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">When the CMOs were asked about the first customer priority for the next 12 months, price dominated. </span></span></span></p><p><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102140.gif" /></span></span></span></p> <p><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">The marketers expect marketing spending to remain almost flat this year, growing by only 0.5% over the next 12 months. But </span></span></span><i><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">where</span></span></span></i><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> they are spending their limited marketing dollars is changing. </span></span></span></p><p><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">They anticipate a more than 7% decrease in traditional advertising and increases of about 10% in both Internet marketing and new product introductions. </span></span></span></p><p><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><img src="http://www.emarketer.com/images/chart_gifs/102001-103000/102143.gif" /></span></span></span></p> <p><span class="Apple-style-span" style="color: rgb(204, 204, 204);"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">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. </span></span></span></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0tag:blogger.com,1999:blog-4241439238295466746.post-70316929712450440132009-03-26T08:31:00.000-07:002009-03-26T08:36:54.593-07:00What CMOs are thinking?<span class="Apple-style-span" style="line-height: 15px; font-family:Arial;font-size:13px;"><span class="Apple-style-span" style=""><span class="Apple-style-span" style="color: rgb(192, 192, 192);">A 2 years ago study, and now we can have more insight about it. <br /><br />2007 McKinsey study of 410 marketing execs found <br />the primary barriers to online investment were: <br /></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color: rgb(192, 192, 192);">52% insufficient metrics to measure impact <br />41% Insufficient in-house capabilities <br />33% Difficulty of convincing upper management <br />24% Limited reach of digital tools <br />18% insufficient capabilities at agency</span></span></span></span>Huang Zhehttp://www.blogger.com/profile/04910523593272543664noreply@blogger.com0