Every day, online retailers are forced to wonder why they couldn't close the deal with customers who leave items orphaned in their shopping carts. Was there a problem with the site? Confusion about the shipping costs? Did they just go to grab a sandwich and never come back?
It's no surprise that people spent less on gifts this holiday season, but a somewhat surprising Nielsen survey reveals that of those dollars being spent, even less went online. Bargain hunting is the norm during the holiday season, and this year it seems that shoppers used the Web more to compare and contrast than to purchase.
Call it anthropomorphism, or more accurately, call it a lucrative market. Dog owners are a marketer's best friend - even when the task at hand isn't pushing pet products. Despite their high maintenance, dogs remain the most popular pet in the United States, with 45.6 million households owning 77.5 million canines, according to the American Pet Products Association's 2009/2010 National Pet Owners Survey. They're a spendy bunch, forking over an estimated $45.4 billion in 2009. The lion's share of that goes to food, but the APPA expected spending on general supplies and over-the-counter medications to total $10.2 billion.
Vertical ad networks once promised deeper service based on transparency, so-called "expert" knowledge of niche audiences, and a more effective way to reach users than the big horizontal networks. But have they delivered?
How many ad networks on one media plan are too many? If you are running a performance-based campaign, the answer may be two. Does that sound crazy? After all, it's pretty common today to see online media plans that have six, seven, 10 or even more networks on the plan. Media planners include multiple networks with the idea that they will optimize the plan over time by dropping the weakest performers. The problem with this strategy is that planners (and clients, for that matter) rarely have the data and analytics to make the right decisions, while the networks do everything ...
Tougher than leather: Like the prehistoric relic its name conjures, Razorfish, one of the very first interactive agencies, has weathered cataclysmic shifts in the online environment, surviving two recessions and remaining intact through four acquisitions.
Flipping and mixing recession? What recession? While the agency business was hit hard by the economic downturn last year, AKQA enjoyed one of its "most productive and fruitful years ever," says AKQA global creative director Rei Inamoto.
A vital connection is made: It didn't matter how ugly the online ad industry got in 2009, iCrossing managed to shrug it off. Research firm eMarketer estimates companies spent $22.4 billion, down 4.6 percent from the prior year, for online advertising in the United States.
How local can global go? Publicis Groupe's mobile marketing agency Phonevalley may not be planning global mobile domination quite yet, but it certainly has a worldwide plan. Since its acquisition by Publicis in 2007, Phonevalley has brought mobile expertise into 30 of the company's agencies in 10 countries. If 2009 was the year that most media companies got mobile religion, then Phonevalley best demonstrated what it means to share the best practices across borders but respect the regional differences in media usage.
In a move that can be likened to man's first step on the moon, Burberry has ventured into social networking, launching TheArtoftheTrench.com. Seriously, this is a big deal -- at least in the world of luxury brands, which have resisted mingling with common folk on the Internet. But Burberry is diving into the trenches with a site that celebrates its iconic trench coat.