I was at the Ad Tech Singapore 2009 yesterday. The Keynote Presentation: “Engage the Youth – a Direct Dialogue” reiterated our notion that your advertising is failing. These young people at the Ad Tech Conference seldom watch the TV and read the newspaper. That means your advertising dollars to Mediacorp and SPH is a waste of money if you are targeting young people.
Some people really hated the adverting campaign which Singtel used to launch inSing.com. Both the TV commercial and online advertising campaign were giving people negative impressions of inSing.com even though I think inSing.com is “is a breath of fresh air” in the already crowded space of online classifieds, internet directory and food/shopping/entertainment portals. (more…)
How would you change the way you would you did you business if you knew that 90% of your sales will come from word of mouth, or digital promotions?
Well, that was what the marketing guru Seth Godin predicted. On the same post, he also said that there will be no significant newspapers printed on newsprint in the US by 2012!
If you think you want your business to continue to operate and expand after 2010, then the time to start looking at alternate forms of marketing is now. “Interruption marketing” will be so competitive that everybody will shut their eyes, ears and noses to any advertising message they were not prepared to see.
Try search marketing – the only way today to cater and deliver exactly to what your potential customer is looking for.
Eric Schmidt, CEO Google said “The shift to online gives us an advantage, so we’re well-placed for the recovery when it occurs.”
Source: Google profit beats estimates
Your competitors have moved on to online advertising and in the process helped Google’s first-quarter profit climbed 8.9% Sales rose almost 6% to US$5.51 billion.
And guess what happened to the print media in Singapore?
Just 4 days ago, Singapore Press Holdings (SPH) reported 12.6% drop in earnings to S$87 million for its second quarter ended Feb 28, 2009.
“Led by the fall in recruitment and display advertisements, print ad sales declined 18.8 per cent to $145.9 million.”
“Your advertising is failing!” said Timothy. His words woke me from my post-lunch slumber at his office. We were supposed to talk about some search marketing projects for his clients. But, it was a hot afternoon.
I thought Timothy just made a powerful statement. (more…)