How to Market During a Downturn†

CMO Roundtable: Execs on Maintaining Budgets, Changing Marketing Mixes and the Challenges of 2009

Advertising Age, October 27, 2008 — Just days before the Dow suffered its largest single-day point drop ever Sept. 29, Ad Age Editor Jonah Bloom sat down with three top CMOs to talk about marketing in a recession. On hand were Ranjana Clark, senior exec VP-CMO of Wachovia Corp.; Tom O'Toole, CMO and chief information officer of Global Hyatt Corp.; and Mark Chmiel, exec VP-chief marketing and innovation officer at Denny's Corp.

Viral Video Marketing

KenRadio, October 27, 2008 — The term viral video refers to video clip content that gains widespread popularity through the process of Internet sharing, typically through blogs and other media-sharing websites. Viral video marketing is no longer the new kid on the block. In light of the success of viral videos sponsored by big brand names like Levi's' "Backflip Into Jeans," Gatorade's "Ball Girl,” and Nike's “Kobe Jumps Over Car,” advertisers and agencies are evaluating the value of adding viral video to their online marketing mix. Faced with a tough economic climate, marketers are hurriedly seeking new methods to reach web audiences in the most cost-effective manner. Viral video - which is generally less expensive to produce and market than traditional advertising - is now... continue reading

An Old Buzzword Is Back: Bargains

New York Times, October 24, 2008 — As the year began, consumers started to see a trickle of advertisements that played up brand value rather than attributes like status or prestige. As the economy worsened in the spring and summer, the trickle became a torrent.

Now, as the crisis in finance continues, a veritable tidal wave of ads devoted to saving money is washing over the country.

Marketing textbooks suggest, however, that a focus in the short term on pinching pennies could in the long run have a deleterious effect on the images of brands or products by cheapening them.

Behavioral Targeting: A Tricky Issue for Marketers†

Brandweek, October 21, 2008 — These days, countless users are wishing their social networking sites would simply pay attention to their online travels so they could serve up an ad for something they would—gasp—actually want to buy. After all, that's the whole idea behind behavioral targeting, isn't it? The footprints left behind a user's daily wanderings through the Web (or, in the case of social networks, personal and lifestyle details) are analyzed to later match her up with ads for products or services she's likely to want. It sounds so promising—in theory at least—that behavioral targeting is what many consider the wave of the future.

HSBC Sponsors Entire Issue of New York Magazine

New York Times, October 20, 2008 — There is more than one way to look at HSBC Bank’s decision to buy 24 ad pages in this week’s New York magazine, making it the largest single-issue advertiser in the magazine’s history.

Given the recent turmoil in the banking industry, one could see it as a case of bad timing. Or one could consider it kismet: Now more than ever, Americans need to be reassured of their financial security and the stability of their financial institutions.

'Call to Action' Advertising

KenRadio, September 15, 2008 — The combination of mobile TV and the inherently cellular back channel are creating a new category of advertising known as "Call to Action" advertising. Call to Action advertising was virtually non-existent in 2007, but the specialty advertising market will grow to $419 million in worldwide advertising revenue by 2012, according to research by MultiMedia Intelligence.

Gap Widens in Online Advertising†

Rivals Struggle to Catch Up to Google As Buyers Favor Search Ads Over Display

Wall Street Journal, September 4, 2008 — Spending on Internet advertising is climbing at a healthy clip — rising 20% in the U.S. in the second quarter — and growth forecasts are strong despite the weak economy. But that growth isn't being enjoyed by everyone.

TV's Future Looks Like Web's Present†

Forrester says targeted ads and a portal-like menu of options are coming to your set

Adweek, August 27, 2008 — TV advertising is poised to change dramatically over the next decade, embracing the kind of targeting and user control already common on the Web, according to a new report by Forrester Research. Forrester lays out a decade-long evolution that will ultimately result in most programming delivered on-demand with targeted ad messages based on location and behavior, along with community functions.

Marketers Reducing Ad Budgets in Tough Economic Times

Marketing Charts, August 26, 2008 — Marketers from a cross-section of categories and industries are feeling the pinch of budget belt-tightening - over half (53%) expect ad budgets to be reduced over the next six month, for example - according to a survey from the Association of National Advertisers (ANA). Moreover, early 9 in 10 (87%) of the 100 people surveyed are already being challenged with identifying cost savings or reductions with current marketing and advertising efforts, the study found.

United Airlines Goes Too Far†

Garfield's Ad Review: Lush Animation Won't Make Anyone Rhapsodize About Flying

Advertising Age, August 25, 2008 — When there is a notable air disaster, by terms of the airlines' media contracts, airline advertising typically goes dark. This is for obvious reasons. No marketer wants to spend money reminding the audience of, for example, sudden fiery death.

There is a valuable lesson in that. At certain moments, advertising — no matter how cunningly crafted — is incapable of sending its intended message. At certain moments, it is capable only of triggering associations with the larger story in the public mind.