As we wind down the first six months of blogging for 2010, let’s reflect on some issues that are likely to spring some surprises on the marketing community later this year.
As intimated in a post last week, the U.S. economy is at an inflection point. No one in marketing seems to notice. Allocate and commit as much of your budget now as you can, as there is a higher than 50% probability there will be some expense slashing early in Q4.
The companies that have become the “go to” forecasters of media spending have been falling over themselves, to continuously adjust up their outlooks, with the biggest gains of course forecasted for digital. Which one of them will be the first to announce a reversal, and when?
Never before in one short span of time has Apple yelled “jump” so many times, and consumers have responded “yes sir, yes sir, three bags full.” Yet over 300 million people still don’t have an iPad. And over 260 million don’t have an iPhone.
While Zuckerberg sweats (and sweats!) the barrage of privacy cock-ups, I’m wondering when the financials of the Facebook enterprise become a serious talking point. At 450 million or so “members,” Facebook’s revenue-per-customer gauge stands somewhere near $2. Two-hundred pennies a person. What bank would fund an operation like that?
Social Media’s Next Act
OK, so every company that needs to is now on Twitter and Facebook. Now what? Go ask DISH Network why it took down the hundreds of negative comments on its Facebook fan page, caught with its pants down for its “Free HD” campaign, which came with so many strings attached you’d need to be an astronaut to understand them all.
Acknowledging “Old” Media
People are spending more time than ever watching the boob tube. Radio ad sales are recovering. The upfront sales period for TV showed a gain. Super Bowl ad space is nearly sold out. A FedEx study of small businesses revealed that two-thirds of those surveyed find traditional marketing more effective than online marketing. Not a peep from anyone putting this in any perspective at all.
Things No One Talked About
Excerpt here at Lairig Marketing, you didn’t see much if any mention about the good old fundamentals of marketing – how to gauge new market opportunities, remembering to look at all marketing through the lens of customer segmentation and targeting, brand strategy, and the business implications of marketing strategy. And you won’t. Because it doesn’t attract eyeballs.
But eyeballs or not, Lairig Marketing will continue to focus on the fundamentals. Once a week over the summer. Then back in force after Labor Day, to shine its tiny rays of light on what is likely be an unsettled finish to 2010.