Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
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SEP 29

The Five Biggest Digital Marketing Cliches†

Why Marketers Use Them, Why They Often Don't Work and What to Do Instead

Advertising Age, September 29, 2008 — Once upon a time — say, 2002 — digital spending was a negligible portion of total marketing budgets and we lived in a world where few marketers would dare go "beyond the banner." Fast-forward to 2008, and in some cases we have the opposite problem. Digital spending is still too low, but in the spirit of wanting to appear current, some marketers have rushed to embrace any and every new digital tactic.

This has resulted in a scenario where some digital tactics are dangerously close to "jumping the shark." Everyone is doing them, so they're not original anymore. They generally are not done well (i.e., in a way that builds brand equity, awareness or sales), and they may be so commonplace that rather than making a brand seem current or hip, they have the opposite effect.

Categories: New Media Marketing, Brand Blunders
Tags: CGM - Consumer Generated Media, crowdsourcing, Social Networking, Virtual World

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