Archive for October 2009

Marketing dollars shift to digital in the downturn

Great recent article describing the mechanism by which media dollars are starting to shift towards digital media during the current recession. There are several reasons for this described in the complete article you can find by clicking here. I’ll try to summarize my own key findings and points to shed some light on this phenomenon. I think two key reasons for the shift to digital is (1) advertisers want to reach their customers, who are increasingly flocking to the web for everything from reviews, products, editorial content, offers, etc., and (2) advertisers need to make budgets go farther and drive higher ROIs, which are more feasible with the performance-based marketing and tracking/analytics available on the web. More to come on this tomorrow…

Performics recieves major award for cross-channel search campaign

I recently received a google alert for a recent industry award from Ad-Tech for a very successful campaign they ran for Cabela’s, the major sporting goods retailer, which utilized paid search marketing to drive consumers in-store with a printable coupon. The results were great, and very consistent with what we’ve seen with our national retail clients that utilize cross-channel marketing as a cost-effective means to drive foot traffic and sales for their stores. Check out the full press release here.