May 8, 2005

Well, Jay, this is going to surprise you. I'm starting this thing, and you may be the only one out there who sees it. So listen up and give me your feedback. Same goes for anyone else.

Internet Advertising Tops the List

When the Small Business Television Network asked nearly 21,000 small-business owners, “Where will you spend the majority of your advertising dollars in 2005?” the Number One response was the Internet at 41%. (31% said print; 16%, TV/radio; and 12% direct mail.)

Internet advertising this year is booming. AOL just announced that its first-quarter advertising revenue was up 45%. And the increases are not just for traditional web ads. Full-motion online ads are growing fast too. They’re expected to grow nearly six fold in the next five years.

While these numbers remind us that it's vital to have an Interactive Strategy, I think the real key is to be certain that one's Interactive Strategy is fully integrated into one's Overall Marketing Strategy. Way too often, the Interactive side of things gets farmed out to folks who do nothing else, and their efforts dillute the Overall Marketing Strategy.

The Biggest Issue We Face

At the Four A's 2005 Management Conference this past week, Chairman Ron Berger challenged members to lead the way in changing their business model to reflect the major changes we all face in technology, demographics, and the way products are being sold to consumers.

Lots of advertisers are not adapting to the changing world. They're still not listening to customers. They're not recognizing the limitations of traditional media and traditional messages. They're not moving fast enough. And they're not fully appreciating how fully integrated the marketing process really needs to be.

Reading Thomas Friedman's "The World is Flat" made me wonder, "How will these seminal changes in the way our world works today affect the business we're in?" Check it out and give me YOUR ideas.

We Love You, Mom!

OK, we all DO love our moms. But, you've got to admit that Mothers Day is one heck of a successful marketing package. The latest report I read says that 83% of U.S. Consumers planned to celebrate Mothers Day this year. The aerage person planned to spend $104.63 on Mothers Day. And total spending related to this "holiday" is estimated at $11.43 billion, up9.5% from last year. Wow!