Catalyst S+F: The Ice Underneath the Surface - Jim Nichols – MediaBizBloggers

As I recall about 90 of an iceberg is under the surface of the water Is the digital industry like an icebergRecently I was asked to put together a presentation outlining the key trends and stats for digital in 2010 As I made my slides I was struck by the tremendous level of activity in areas we donamp8217t talk about very muchPart of my approach was to divide the industry into nine sectors and analyze each in turn My cuts wereamp183 Affiliate and Lead Genamp183 Content Publishersamp183 Data and Insightamp183 The Giantsamp183 Mobile and Digital Out of Homeamp183 Networks DSPs and Exchangesamp183 Searchamp183 Socialamp183 VideoYou can argue with my amp8220cutsamp8221 and Iamp8217ll just make a W on my forehead Itamp8217s my presentation and it makes for some pretty salient and telegraphic sector trends But however you cut it itamp8217s plain that there are huge sectors of our business that get very little attention at least from the amp8220brandingamp8221 side of the pundit worldTake Digital Out of Home Bad enough that I am making it share a category the reality is that it is an absolutely enormous business eclipsing some of the hotter sectors by factors of five Or more The CPMs they get would make pub and network sellers need adult undergarments if they could match amp8216emOr affiliate Affiliate has a sort of grey reputation because there are some bad actors in the fray but there are also thousands and thousands and thousands of companies making great honest money as both affiliates and brand marketing organizationsAnd then thereamp8217s Search If press ink electrons were divvied up by share of total spending there would be five Search stories a day on page one of every marketing journal Now there are those who feel that the topic doesnamp8217t warrant that much press attention because it is a one and two tenths horse race I wonamp8217t comment on that here other than to say that paying more attention to Search could probably yield more dividends for many marketersThere is of course a fallacy to my point of view amp8211 that quantity of press is a surrogate indicator of planner or marketer attention My suspicion is that it is at best a weak surrogate indicator After all maybe most marketers have all the sectors but social and mobile all figured outYeah rightBut if we really are spending much of our time focusing on a couple of the smaller business sectors we are not taking a strategic approach to digital Iamp8217m not suggesting we should talk about Social or Mobile or Video less I am simply asserting that we need to consider other less amp8220sexyamp8221 sectors more Because Iamp8217m guessinamp8217 thereamp8217s gold in them thar segmentsJim Nichols is a Partner and Chief Strategist at Catalyst SF He can be reached at jimcatalystsfcomRead all Jim39s MediaBizBloggers commentaries at The Marketing Capital ReportCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Catalyst S+F: The Ice Underneath the Surface - Jim Nichols – MediaBizBloggers

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Catalyst S+F: The Ice Underneath the Surface - Jim Nichols – MediaBizBloggers

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