209637 Resource 81701 49412 49412 1216921872780 1216925878801 Controlled Internet Marketing, Social Media and CGM Attracting the Dollars

Senior marketers expect spend for new media and online initiatives to increase in the next year despite the poor economy

The sixth annual PRWeek/Manning Selvage & Lee (MS&L) survey by Millward Brown polled 252 U.S. chief marketing officers, VPs of marketing and marketing directors and managers, focused on digital and consumer generated media, marketing ethics and the role of public relations in the marketing mix.     Their findings show that despite weakened economic conditions over 75% of senior marketers expect spending for new media and online initiatives to increase in the next year. <img hspace="0" src="http://www.marketingcharts.com/wp/wp-content/uploads/2008/07/prweek-msl-marketing-budget-changes-digital-advertising-pr.jpg" align="middle" border="0" />The one thing marketers overwhelmingly agree on is that they would “most likely” cut from other disciplines before turning to digital if forced to scale back budgets as a result of poor economic conditions in this order.  ·         Advertising (35%)·         Point-of-sale marketing (29%)·         Public relations (16%) ·         Direct marketing (16%)·         Digital (4%) CGM is the marketing discipline seen as the top priority over the next 6-12 months by nearly three in ten (28%) despite its relative newness. Marketers view CGM as a tool for supporting brand and reputation: <ul><li>CGM is important for creating brand awareness (68%)</li><li>Building brands (64%)</li><li>Being perceived as an innovator (60%)</li><li> 43% say CGM ties to ROI and is important to sales</li></ul> 10 application/xml false CGM digital marketing internet marketing PR social media "The PR industry has a remarkable opportunity to prove the value of what we do in the digital space. We must take ownership of this area and do better in measuring the immense impact these techniques can have on our clients' businesses." Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; SU 3.011; User-agent: Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; http://bsalsa.com) ; .NET CLR 1.1.4322; .NET CLR 2.0.50727) 127.0.0.1 127.0.0.1 sally 76.195.152.238 false true false false true 177676 false false true false false false true 210129 Resource 177676 173239 49412 1217440137068 1219683995909 Controlled Everywhere...

... is the same phenomen to observe. I live in Europe, there was a few weeks ago the same survey. The results were almost the same too. Interesting for german speaking people is that website: <a href="http://www.internet-marketing-akademie.de">Internet Marketing Strategie</a> (based on the survey) Unfortunatly not in english. 10 application/xml false Mozilla/5.0 (Windows; U; Windows NT 6.0; de; rv:1.8.1.16) Gecko/20080702 Firefox/2.0.0.16 127.0.0.1 127.0.0.1 77.10.222.236 false true false false true 210300 Resource 177676 173239 49412 1217538871668 1219683986734 Controlled Social Media ROI Quickly Supplanting Earned for Many Clients

Engagement, Entertainment & Education Rule

I couldn't agree more with the findings of this industry survey. At our firm, social media services now account for more than a third of our total revenue, and this will likely double by this time next year. We are seeing increasing demand for such services as part of our more existing engagements and, in some cases, prospects have deferred earned media-focused programs altogether, seeing greater ROI in the CGM alternative. As a result, we have evolved our professional development programs accordingly, requiring that all staff block out time each week to become proficient in blogging/blogger relations, social network engagement, new media utilization and community creation. The ultimate goal in this endeavor, beyond new business growth and client retention, is to more effectively educate, engage and entertain the diverse industry stakeholders less readily influenced through more traditional communications tactics.  10 application/xml false Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; .NET CLR 1.1.4322) 127.0.0.1 127.0.0.1 4.249.57.127 false true false false true 81701 blog blogsite/Falkow/web