Digital helps to feed comeback of offline marketing

After a bit of searching online for interesting news article about digital marketing I found an article, which can be read here.


The article discusses how the increase of spending on digital marketing has helped the increase of spending on offline marketing which has recently been seen.


The article found in a survey that "almost three-quarters (72%) of companies are increasing their digital budgets this year". 


Digital marketing, which is also called 'online marketing' in this article has had a good business case recently because of the ease of measuring digital marketing. TV and radio advertising is not only very expensive in comparison to digital marketing but very hard to measure the effects of.


Three reasons were suggested as to why offline marketing has seen a recent resurgence.
1. Improved economic conditions means that companies are investing more money across the board in marketing and advertising 
2. The efficiency of digital channels in attracting and converting brand interest and leads is giving advertisers the confidence to invest more money, for example, on television and radio advertising
3.  Anecdotal evidence suggests that they are hitting saturation point in how much they can spend on purely digital marketing channels relative to more money-hungry offline media such as TV and radio




I agree with the third point about digital marketing reaching a saturation point and therefore I am a bit sceptic that apparently 72% of companies are increasing their digital budget this year? I did not think it would be this high....

Creston to focus on digital marketing

Creston plans to focus on digital marketing and research after exiting traditional advertising with the sale of its agency DLKW. Click here to read more.


Due to pressure from the way industry advertising was going, Creston decided to sell their traditional advertising agency DKLW in order to move towards digital marketing.

Strength and Weakness of Daniel's Map of Marketing Information Systems Journal Article

Having briefly read the article by Daniel et al and the model it describes, I would like to point out some positive and negative points I found with the methodology.

Positives:

The research primarily used interviews as the methodology. By using marketing and sales professionals from a wide range of industry sectors, the authors were able to conduct a broad analysis.

A further positive that can be identified is that the information provided in the interviews were from current practitioners and therefore had ‘real-life’ applicability.

Negatives:

The research focused on seven companies with five of these being UK based. The research could be even more useful by analysing more companies and also from a wider range of countries.

Another negative that can be found with the companies chosen is the strange range of industry sectors. The industry sectors are not very reflective of the UK with no mention of any companies in the retail sector, telecommunications or the finance sector.

Daniel also went back to her interviewees once the map had been completed to ask for their advice. It is quite likely that the managers would not have enough time to properly spend analysing the map and would therefore agree with her suggestions, even if they are not correct.

Facebook becomes dominant marketing tool for small businesses

http://www.123print.com/News/Facebook-becomes-dominant-marketing-tool-for-small-businesses-study-finds-056


Definitely the easiest way for small businesses to market to customers and on a small budget. Recently I went into a small hardware shop and was asked if I would 'add' the shop on Facebook. Although I personally try and avoid cluttering my Facebook with companies, I do think it is worth them having a Facebook 'page'. It's easy and free(?) to set up and can provide valuable information without the need for establishing a website. Having an online presence for any company is worthwhile and Facebook is a great way to start.