December 7th, 2008 | Comment
Since every other blogger in the known universe has already registered their opinion about MotrinGate (my opinion: the piece wasn’t so bad, just showed a lack of audience planning; the bus shelter posters, on the other hand, are terrific) I am moving on to 2009.
I know, no one really wants to, but we’ve got to get through it together.
The Economist already has registered its opinion on where marketers should be in 2009, and it’s clearly in online properties. Emarketer, in fact, predicts nearly 9 percent growth in online advertising for 2009. Even China won’t muster those results for the year.
Besides the smaller piece of the online pie devoted to traditional banners (today less than 20 percent of online advertising is in banners, while more than half is in paid search), engagement will continue to be the name of the game. To quote The Economist:
Online marketing increasingly aims for awareness, consideration, preference and loyalty all at once…[Take] the example of a rich-media ad for Kraft, a food company, in which a yummy image raises brand awareness, a click reveals a recipe that increases consideration, another click provides coupons and yet another click initiates a game that can be shared with friends. Marketing managers can therefore defend their online budgets as being both above and below the line.
We have been practicing this kind of online engagement-based work ourselves for years, although our mantra tends to be “You should never have to leave the banner to get what you need.” Ads are interruptive enough, so why let them drag you off into a corner of the screen when you weren’t expecting them? We use the same philosophy when building plans to appear in social media forums. Be present, supportive, even facilitate an area for a conversation as a brand, but don’t offer an opinion unless someone ask you for it.
This latter formula also works quite well in personal relationships.