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March 22, 2008
The Continually Changing Web Demographic
I missed this article in The Times (London) on the rising use of the Internet by teenage girls and young women. Based on work done by the Pew Internet and American Life Project it describes how girls and yound women have risen to become the most prolific users of the Internet.
For many brands, this trend is in itself important. But the long-term impact on business based on the shifting demographic of Internet "power users" is something that all marketers and managers will need to keep an eye on.
Posted by jcioban at 6:54 PM | Comments (0) | TrackBack
March 2, 2008
Content Comes to Marketing
Perhaps no complaint is more universal in the B2B marketing arena than the need for well-writen, relevant content. Yet, companies routinely short-shrift investment in content creation. That leads to a woeful lack of good information and a continual disconnect between marketers and prospects/customers.
That gap is why I found Steve Rubel's latest posting on his MicroPersuasion blog so interesting. Writing about event from the recent IAB Annual Meeting, he pointed out how digitally-savvy media companies had become. His angle was the threat that media companies now pose to traditional agencies. Some interesting stats he presented:
- By 2010, 53% of media companies surveyed expect to do more business directly with marketers. The majority of marketers (52%) feel the same about publishers
- Only 27% of marketers expect to be doing more business with agencies two years from now
- Today nearly every media company (91%) offers some kind of "agency-like" services. This includes former untouchables like idea generation (88%) and creative development (79%)
The implications for B2B marketers hungry for content? The answer may be in closer relationships with media companies hungry to leverage their content libraries and substantial content creation resources in new ways.
Posted by jcioban at 10:02 AM | Comments (0) | TrackBack
