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| Is It Your Computer or A TV? | |||||||||
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 Online
video, while only constituting 2.3% of the $16.7 billion
spent advertising online, is expected to grow faster than
any other form of Internet advertising, according to a
report released by eMarketer. This possibly
understates the
impact video will have online, since the study was conducted
before the recent Google purchase of the hot video site
YouTube for $1.65 billion. Why are marketers so focused on
video? Many are thinking it’s the next “killer app” of online
marketing, fueling important word-of-mouth marketing
programs. Online plant tours, tutorials, even humorous ad
clips and campaigns will all be up for consideration in 2007
marketing campaigns for many companies. Spending for
Internet video advertising is expected to grow 71% this year
to total $385 million. |
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| Print Vs. Online: Reed Makes Its Stand | |||||||||
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Print advertising in trade journals or online ads? There’s no question much of marketing spending is shifting from print to online, and we at Goldstein Group have certainly advocated for growing our clients’ online presence (though not at the expense of ALL print ad visibility). But, magazine publishers as well have struggled with the transition in some cases. Do print magazines have a role for the future marketer? Does a print publication complement a magazine’s online presence, or compete against it for share-of-time among its readers? Reed Business Information, in forming its new online division this past July, may be hinting at their answer. “Future growth in b-to-b publications will come from their Internet products,” said Jeff DeBalko when he was named this summer to head the new Reed Interactive Division. That’s not a surprising statement for him to make. What IS surprising, though, is what he said next: “Ultimately, our goal is to become an online company that creates world-class print products,” DeBalko said. It’s the first time we’ve seen a statement from a print magazine publisher that says his company’s future rests squarely in online, rather than print, an almost “by-the-way” reference to print publications as clearly coming in second in priority to its future. The challenge for Reed, DeBalko and all trade publishers is replacing the revenue stream print publications provide. It takes a lot of banners, a lot of webcasts, and a lot of email newsletter ads to replace a single full page ad in a well-read trade pub. As marketers, our task is to concentrate whatever print resources are allocated only on those publications with the highest readership (not just circulation) among our targets. |
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| On The Conference Circuit | |||||||||
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| Agency head Joel Goldstein spoke this past month in Las Vegas at the opening session of the Non-Ferrous Founders’ Society annual convention, a group of metal foundry owners. His topic dealt with best practices in Online Marketing. | |||||||||
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| Making The Message Different | |||||||||
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Our agency often works with
clients to hone their messages, to make them comparatively
powerful and relevant in a world where all too often
companies go to market with sound-alike claims and benefits
that fail to stand out from competitors. |
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| The Busy Engineer: What's On Their Minds? | |||||||||
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Since many of our agency’s clients sell to engineers, understanding their mindsets and problems are an important foundation for many of our campaigns. The 7th update of EDN Magazine’s important “Mind of the Engineer” study contained a number insights engineering-oriented marketers should keep in mind:
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| Email Campaigns Making A Comeback | |||||||||
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| The Web Has Even Changed Press Releases | |||||||||
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When analyzing web log files for some of our clients, we’re finding that traffic is being driven to their sites by two primary sources, one a surprise, the other not so surprising: search engines (not the surprise, of course), and PR releases and articles (surprise!). Today there are more than 6000 news and information sites that exist. When a company distributes a release, it’s immediately picked up by Google News, Yahoo! News, industry news aggregators, RSS feeds, and many of these thousands of news sites. So, not only has the importance of news releases and PR articles increased in our web world, but the way we have to write releases has changed. In the past, we wrote releases based solely on what would appeal to journalists and editors. Today, we should write with our buyers in mind, since that’s primarily who’s reading them today. Here are a few of the “new rules” for writing releases:
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| Court Rules Google's Use of Trademarks As Keywords Is Non-Infringing | |||||||||
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A
federal judge in New York has just ruled that Google's
practice of selling trademarks as keywords that trigger
links to particular Web sites other than those of the
trademark holders does not constitute
infringement because Google does not actually "use" the
trademarks within the meaning of the law. This ruling
was entered on September 28 by Norman Mordue, the Chief
Judge of the United States District Court for the Northern
District of New York in the case Rescuecom Corporation v.
Google, Inc. Judge Mordue granted a motion by Google and
dismissed Rescuecom's complaint, which alleged trademark
infringement with respect to Google's selling of the
trademark "Rescuecom" to Rescuecom's competitors as a
keyword. |
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Goldstein Group Communications, Inc. is a technology
advertising and public relations agency specializing in creating
measurable results for business-to-business clients.
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