Notes from SDMA Market To the Max Keynote: “Seven Internet Marketing Tactics for Surviving the Recession”

This afternoon, Steve is presenting at the SDMA Market to the Max conference, which means that I’m lurking around the building taking notes and…making blog posts. The conference looks to be a great event, and of course we love the SDMA, so you should click at least one of the links above

Here are a few notes & thoughts prompted by the keynote, Debra Aho Williamson of eMarketer.

• In 1999 there were 43.2 million US internet users, and now in 2009 there are 191.9 million (Comscore numbers).
• Online ad spending: 1999 – $4.6 billion, & $25.7 billion now.
• Interesting…presentation slides will be given out in exchange for business cards. Good idea.
• eMarketer data projects that ad spending in the US fell 1% last year and is supposed to fall another 3.7% in 1009. Jack Myers projects a 12% drop in ad spending in 2009. Basically it’s all down.
• A bunch of researchers also say that traditional marketing spending is dropping. Direct mail, print ads, etc. I think I know where this is going…
• There we go: online ad spending is growing more than any other area. Projected to go from $23.6 billion to 25.7 billion.
• A lot of numbers here, basically the upshot is that marketers are shifting budgets from traditional line items to online options.
• The first of the seven strategies is mentioned: Accountablilty – measure you ad effectiveness, check your ROI, understand how your marketing impacts your audience. You might find surprising data.
• Second: Keep using search – Google has nailed the ad targeting formula better than anyone else, and 51% of marketers think that search advertising is the best online ad method offering the greatest ROI.
• Third: The Anti-Search, Don’t ignore the power of branding – basically, there is an opportunity build awareness, attitudes and purchases with online display advertising that will work even in a brick & mortar store. “Brand advertising creates the intent and search helps your resolve the purchase.” Adding display ads to a search campaign increased conversion for Alltell by 56%. Convincing data.
• Fourth: Stay close to your customer – Get on social media. Use Twitter, Facebook, Club Penguin, whatever suits your audience. There are a lot of people on social networks. 32% of marketers did some form of marketing on social networks (according to eMarketer data – Marketing Executives Network estimates 73%..so who knows? Basically the point is don’t advertise, just participate and listen.
• Whoops, she’s using a Seth Godin quote to validate the actions of Motrin when Seth specifically posted about how they screwed up when they “responded.”
• Fifth: Engender trust – in 2005, 35% US consumers trusted advertising, in 2007, 17%, 2009: 10%. Surprised? Generating trust is a huge hurdle for marketers. Earn trust by listening, and allowing reviews on your site, even bad reviews.
• Sixth: Recall of online unskippable video ads is 50%, compared to 17% for a broadcast ad. Online ad spending is set to skyrocket. Video ads have greater measurability, memorability, and sharability. There’s just video footage, and then there’s video ads. Both are good, but they are different.
• Seventh: Test, test, test – Use market research. Basically, find out where things are going to be in five years, and invest in getting there first.