" ACCOUNTABLE, MEASURABLE MARKETING TO HELP BUSINESSES ACHIEVE PROFITABLE GROWTH AND SUPERIOR RETURNS OUT OF THEIR MARKETING INVESTMENTS. "


Thursday, November 27, 2008

Marketers to Up Spending in Cable, Online, Mobile in Next 6 Months

Total Ad spending is expected to be down over the next six months, and online, cable TV and mobile are likely to attract more of marketers' money at the expense of media such as broadcast TV, national newspapers and magazines, per the new Advertiser Optimism Report by Advertiser Perceptions.

"We're seeing less slowing in media that's more accountable and targetable," said Randy Cohen, principal at Advertiser Perceptions. "We still see less optimism for online and for cable TV, but it's more severe in the media that tends to be less accountable."

However, the number of media brands considered by ad category increased for all except the categories home and appliance, technology and telecommunications. And the number of media brands that advertisers and their agencies have committed to over the next six months in the online and print spaces are both up as well, which indicates that less money is being spread across more media brands. The number of TV brands remained constant over the last six months.

The report also reinforces that it is the results that are most significant to marketers and agencies, even more so than cost, whether it's an online, TV or print media buy.

Looking ahead at the next six months, the Advertiser Optimism Report projects advertiser optimism will continue to slow, taking ad spending along with it and thus creating a much more competitive media marketplace.

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What is Accountable Marketing and what does it do for your business?

Marketing should be viewed as an investment in your business, not as an expense, and as with other investments, you should expect a superior return. Accountable Marketing encompasses all business strategies and activities that result in producing products and services that satisfy your customers’ needs and generate greater profits for you company, ensuring specific metrics are in place to help you manage the process and measure the return on your marketing investment.

Many businesses, specially small to mid-size companies, waste considerable resources because they lack a strategic marketing platform which defines the company’s target customers and clearly articulates a well differentiated product positioning strategy. Accountable Marketing makes sure all marketing initiatives and activities are ultimately linked to both revenue and profitability.

Accountable Marketing helps create a more effective, more competitive business foundation especially in these turbulent times.