Probably the penultimate post before Christmas so I thought I’d try and keep this news roundup as positive as possible! I wanted to start with an article from the Economist that one of my clients sent me in the post today but can’t find it online (yes, Google failed me!) so thought I’d write it a really relevant part of the article for you to enjoy:
“Another reason for optimism is that online adverting is making obsolete the old distinction between marketing spend “above the line” and “below” it. In the jargon above the line spending drives “awareness” (probably on television) or “consideration” (probably in a newspaper). Such spending is often slashed in a recession. Below the line spending includes promotions or coupons to whet the consumer’s preference for the brand as the near a purchase, or scheme such as frequent flyer miles to increase their “loyalty”. These budgets are most robust.Online marketing aims for awareness, consideration, preference and loyalty all at once. An example is a rich-media ad for Kraft in which a yummy image raises brand awareness, a click reveals a recipe that increases consideration, another click provides coupons and yet another initiates a game.”
You can now therefore defend your online marketing budgets as being both above and below the line!! All we need now is to get publishers here in NZ to start to see the real benefit of rich media advertising, which of course needs to be backed up by search!!
Right, some on to the news of the week:
Further to the release of the top ten searches in NZ in 2008 Google has now released this information for the entire globe. Have a look at the way people around the globe use (and abuse) Google… Google Zeitgeist
Looks like the battle for the “cloud” is going to hot up in 2009, with Microsoft due to release web versions of some of its most popular programs, including Word, PowerPoint and Excel. The most amazing news is that these will be distributed free (as long as you don’t mind seeing a few ads). Obviously a tactical move to combat Google docs and I think a really interesting battle to watch! Microsoft Office to debut online
We always think that Google (in the US) has had this monopolistic strangle hold on the search market but back in 2004 the market was pretty much a four horse race between AOL, Google, Yahoo and MSN all with around 25% of the market. This has now changed to 4%, 63%, 20% and 9% respectively. What a long time 4 years is on the internet! This article from SEOmoz explains why getting back to this market share would be better for us marketers. Why a Google Monopoly is Bad for Search Marketers
Site of the week this week is another shameless plug for a client of ours who as well as being a digital consultant also somehow finds time to run www.tasteyoucansee.co.nz/. Check out their fruit arrangements – As I am writing this with a belly full I can testify that their strawberries dipped in Belgian chocolate are pretty damn good!