2008 has been a turbulent year for agency and brand marketers alike. With ad
budgets pulled back but agency and brand marketing result expectations as great
as ever, I’ve been spending a lot of my time on the road, addressing both
parties at conferences like iMedia Connection’s last agency summit and a host
of other forums where marketers are seeking answers to the various dilemmas
they face within their own domains.
One of the overarching debates across the speaking circuit and ad trades is
whether or not the current focus on results is resulting in a shift of dollars
from traditional to digital media, the more trackable, higher ROI piece of the
pie. Good arguments exist on either side and, perhaps, the best point out that
ultimately they will all converge. Likely true, but for now, what’s performing
Recently, I’ve been speaking to our agency partners and brand advertisers about
this question as we reference their most recent results. Without disclosing
competitive information, I’d like to throw out a few recent findings and then
engage with anyone that might have more color, case studies or comments on the
Case 1: A traditional powerhouse in the health and wellness category began
advertising online to generate new subscribers for its facilities in 2007.
Prior to 2007, the brand had spent 15 or more years advertising offline and via
broadcast only. Within the first year and a half of its digital media spend,
15% of all subcribers are now generated online with 65% of those leads
cultivated through email and the remainder deriving from a combination of
display and search. The company is just beginning to explore social media buys.
How does this compare to your strategy and results?
Case 2: After surveying 20 million members, a household name in the dating
category discovered that more that 50% of respondents reported learning about
the network online. This was an astounding finding considering the relatively
low cost of media online compared to the brand’s substantially higher
investment in broadcast. This has compelled the brand to begin more granular
explorations of the potential impact of digital media on it branding
initiatives. How do you measure the impact of your digital advertising
initiatives on your brand?
Thanks for reading and I look forward to your thoughts.