The thesis of Verklin's speech stressed the fact that the marketing
industry has changed more in last 36 months than it has in last 36
years and the next 36 months promise to be just as profound.
The digital ways that marketers can deliver their messages are changing
very rapidly. Wireless, broadband, video on demand, and personal video
recorders (PVR) are just a few of the new methods marketers are using.
 Verklin
also says global advertising is currently controlled by twelve companies
and that this kind of consolidation is a new trend that can be expected
to grow in the future. Roughly 80% of the time incorporated sells
to these twelve companies and just three companies control 53% of
the billboards on Earth.
American advertising is continuously evolving and is heavily influenced
by what's going on overseas. The European advertising model has finally
arrived in the United States. Now, there are those who develop advertisements
and there are space buyers who buy the ad space. That division wasn’t
so heavy 36 months ago.
"Look overseas for new
ideas," Verklin tells American advertisers. Many American concepts
come from other countries, including some of our most popular products
and television shows. It is increasingly important that we are aware
of what other countries are doing -- and not just in Europe.
For example, 75% of South Korea now has broadband. What’s wrong with
that? Well, it’s a big problem for car companies such as Hundai. With
online entertainment and shopping readily available, fewer people
leave the house. That means fewer people are buying cars nowadays.
Could that trend be heading for America soon? Only time will tell…
Discuss
this article on WebProWorld, your forum for e-Business professionals.
When you buy an online advertisement, you’re paying for online branding,
not just clicks.
 One
company that is already researching the retention of web branding
is Dynamic
Logic, Inc., experts in marketing effectiveness research.
Dynamic Logic believes that a person can make a difference in online
branding even if they don’t click on the advertisement.
David
Verklin, Chief Executive Officer, Carat North America, spoke
about online branding, among other things, at the DMA/AIM net.marketing
conference & exhibition in New York City earlier today.
During his speech, Verklin stressed the importance Dynamic Logic and
other companies that are beginning to follow online branding.
For full coverage and live conference reports, visit WebProWorld,
your forum for e-Business professionals.
About the Author:
Garrett French is the editor of iEntry's eBusiness channel. You can
talk to him directly at WebProWorld,
the eBusiness Community Forum.
Read this newsletter at: http://www.MarketingNewz.com/2004/0225.html |
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By
Garrett French