Business

A Client’s Perspective, which offers insight from agency clientele about their marketing strategies during a sluggish economy and why lack of sales can mean increased opportunity for marketing agencies.

At the turn of the last century, the retailer John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

The overall advertising environment in 2009 was fairly gloomy with slashed budgets and revised strategies to address the new reality. However, that didn’t stop the industry from evolving, and the lessons learned will likely pay-off in the year ahead. For example, advertisers started to look at the need for accountability metrics beyond the simple “click-through” and on to campaign-specific performance. They also started to embrace burgeoning social networks and consumer generated media to bring consumers closer to a product or brand.

It all begins with aging. U.S. fertility rates have fallen by 44% since the peaks of the Baby Boom and are projected to continue to fall by another 12% over the next several decades. Falling fertility, combined with rising life expectancy and the large Baby Boom generation just nearing retirement age, equates to an aging population.

Gloom or Boom?

While consumers around the world are more confident about the year ahead, Americans still seem relatively unconvinced there will be drastic improvement.

Purchasing decisions in 2010 will be affected by factors such as brand innovation, retailer assortment, proliferation of store brands, and healthy eating preferences.

This is truly a golden age of anytime, anywhere media. And rather than Americans replacing TV with the Internet or a mobile device, they are just consuming more—often simultaneously. Despite the availability of video content on the Internet, TV viewing is up by about 20% over the last decade, and the average American watches 141 hours of programming each month. Online video consumption stands at more than three hours a month—up from virtually nothing ten years ago. Mobile viewing is growing, too, as devices and connectivity become more widespread. Smartphone usage is climbing and text messaging is through the roof. On average, teens use more than 3,500 text messages a month and adults about 500.

While still in the early stages of a digital media revolution, the consumer has entered an age of enlightenment with expanded options for devices, content, and schedule. The consumer has responded with expanded use of those media options. But changes in technology, regulation, pricing, content distribution deals, etc., will complicate predicting the future growth (and future winners).

Many retailers go through an exhaustive brand revitalization process only to find that they have failed to make a difference. Most brand revitalization efforts fail. In this article David Lemley discusses why brand revitalization is worth the risk and how to avoid being part of that statistic.

Now Available! The RSW 2009 Agency Outlook Survey, which provides detailed information from agency executives on expected opportunities for growth in 2009, including hot industries, agency services, and anticipated growth in both clientele and personnel.

What are the top reasons new business managers fail? What can you do to reverse the trend? Agency principals tell the whole story: How is the art of acquiring new business changing? What can you do to positively influence it? What are the common traits of successful new business managers?

Advertising spending declined by just 0.6% through the first three quarters of 2008 compared to the same period last year, according to preliminary figures released by The Nielsen Company.

Working in the US Hispanic advertising, marketing and media Industry has been fabulous career.

Working with the pioneers and experiencing first hand the evolution of our Industry.

I rejoice at how much we have accomplished.

Sitting back and giving some thought as 2008 ends, I want to share with you four milestones in my career that I am very proud of.

Published by Gene Bryan – CEO of HispanicAd.com.

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Every single word matters.

Words are never neutral. Every word that does not help sell or market your product, hurts.

The recent Email Insider Summit was the best for me so far. Speakers, presentations and topics were all top-flight. Sessions and roundtable discussions covered a few strategic issues (metrics that matter) but mostly tactical topics such as preference centers, welcome emails, testing and frequency.