Media Malfeasance: Observations from the Front Lines: Wondering All The Way to My Grave - Matthew Greene - MediaBizBloggers

So those of you who know me personally and professionally are well aware of the axe that I grind everyday in every way In fact I39m busy now editing the inscription that will by my epitaph39Here lies Matthew Greene He died wondering whether the marketers and their agencies that never spent more than 30 of available ad dollars through digital channels didn39t know they were doomed39Sound a little drastic you say Well here are some facts that we share with clients in the CSuite to jumpstart this very conversation I will walk you through these very important datasets to show why I39m so passionate about digital media and marketing and why I plead with major brands to get their collective acts together before it39s too late It39s time to shareshift A LOT MORE OF YOUR AD DOLLARS ONLINE NOWMarketing Malfeasance You bet Everybody knows that the web and other digital formsamp8230from the portals AOL MSN Yahoo to social media to mobile to searchamp8230are integral to our daily lives often minutetominuteThis truth leads to my very 1st set of data points I call it the lunacy factors Keep these figures in mind as I divulge piece by piece the ammo that informs and activates my marketing malfeasance rationaleThe charts reveal the fact that of the 142 billion spent in abovetheline advertising in the 18 media channels that TNS Media track less than 7 of all ad dollars went to display advertising That39s the 1st lunatic factor The second Retailers those poor souls who have experienced the greatest hurt since the fiscal sky collapsed 91508 are the biggest investors in traditional media especially newspapers making them the biggest losers across the boardMy aim is to help retailers and manufacturers alike stop or at least curtail this lunatic investment strategy Really time39s a wastin39The fact that less than 7 of ad dollars goes to the web flies in the face of thisamp8230That39s right 40 of media consumption occurs on the web with 40 going to TV viewership 13 to Radio listenership and only 35 to Newspaper and Magazine readership respectively Like it or notamp8230them39s the facts and the sooneramp8212fasteramp8212better you adapt to this new media paradigm the better off you and your company will beThe next data point I want to share with you is this89 of consumers go to the web first when contemplating and researching a product or service or just to get the latest news or email or social media message As a marketer doesn39t it make sense to put your product in front of your consumers when they are inmarket eager for your message inside the medium they39ve decided to go to firstThe answer of course is a resounding YESAnd with a plethora of technology and media solutions available to us all allowing us precision reach with your best prospects whenever they are in market well let39s just agree that this level of focused targeting is Part 1 of the marketer39s search for the holy grailHere39s the final data point that never fails to blow people39s mindsamp823093 of all transactions and sales in the US still occur within a 4walled retail environment That39s a amplt4 Trillion marketplace at retail versus a 156 Billion ecom marketplace Shall I repeat Nah you get the ideaSo when a very well known upscale apparel manufacturerbrand tells me that they moved 405 MM through their ecom channel in 2008 I say quotGreat Keep it upquotquotBTWquot I continue quotHow much revenue did your company generate at retailquot quot85BB you say That means that less than 5 of your company39s revenue is generated by your ecom site Yet while 40 of media consumption is done Online the 2 of your ad dollars you do invest on the web are for branding and ecom rather than supporting your retail stores Are you seeing any disconnect in this strategyquotThey sheepishly respond that while they believe in crosschannel marketing all their online advertising for display and search is devoted to driving ecommerce traffic and transactions I say quotWelcome to marketing malfeasancequotAt Blue Ribbon Digital and its wholly owned company Click2Mortaramp8482 we believe that the next big frontier and area of growth in digital advertising and marketing is exactly where we39ve focused our efforts while consistently innovating with all our media and technology partners Namely driving web viewers to retail locations accountably This is Part 2 of the marketer39s search for the Holy GrailRetailers need to learn how to utilize the web to drive consumers to transact instore If they don39t not only will they be guilty of marketing malfeasance they39ll be out of businessMatthew Greene has over twentyfive years of strategic advertising and marketing experience working with bluechip companies Matt can be reached at matthewgreeneblueribbondigitalcomRead all Matthew39s MediaBizBloggers commentaries at Media Malfeasance Observations from the Front Lines MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Media Malfeasance: Observations from the Front Lines: Wondering All The Way to My Grave - Matthew Greene - MediaBizBloggers

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