Take the Analytics Train or Watch it Leave Without You!
In a slowed down economy, marketing performance optimization becomes even more critical to a company’s success. If you’re a marketer, you certainly know that you are now competing to get fewer available dollars from your customers, and you can be certain your competitors are now working hard to make sure those thinning budgets get into their pockets!
If the Web channel is an important one to your business (do we even need to say that in 2008?), you should definitely make use of Web Analytics, if you’re not already. Our industry has developed a lot in the last 2 years, and there are now technologies and expertise in analyzing what people do on your site, what they think of their experience, how much competitive pressure you face online, how well your online campaigns are contributing to your business bottom line, etc. Add to this that online data and systems are now connecting more and more with other enterprise systems, helping create a larger view of customers, and a better understanding of how they interact with companies through a multichannel environment. Conceiving and analyzing campaigns are getting more complex. Companies will need to master, and compete, in that larger marketing playground.
Marketing analytics thus become the weaponry of choice; executives are now demanding facts, and results, not just cool concepts.Even if you are not yet there, an excellent first step is to make sure you control your online presence measurement. Technologies, and expertise, are now available to get you started on the performance optimization road, without necessarily ruining yourself. There’s a ton of data out there; don’t let that amazing capital sleep.
http://www.waomarketing.com/blog/
Local online media spending will gain momentum in 2008
In a maturing Canadian Internet market we should see some substantial development in the local online marketplace in 2008 most notably driven by big increases in online local newspaper & classifieds inventory, as well as the growing popularity and use of the Marketplace service as found on most of the major Social Networking sites.
Réseau Select, one of Quebec’s leading local newspaper weeklies network, recently announced the launch of their online network at www.reseauselect.com that allows advertisers to specifically reach consumers by region, municipality and by postal code.
Some other news was the purchase of Osprey Media Group by Quebecor as well as Quebecors entrance in the highly competitive online classifieds space. City Media has also announced the launch of their online local media service. This inventory spike should convince some mainstream local traditionalists to shift some of their ad dollars in an ever growing market.
The local online media spending growth will be driven, namely by the online auto and real estate verticals.