Tag Archives: digital media

15 Online Marketing Techniques: How they Relate to Your Firm’s Growth

With so many different marketing channels at your fingertips, how do you decide where to invest? Which online marketing techniques are really going generate leads for your firm?

Here at Hinge, we set out to answer these questions in a recent study of 500 CEOs and marketing executives from professional services firms across the globe. The survey was simple: rate each of 15 online marketing techniques on a scale from 0 – 10 on how effective they are in generating leads for your firm. Continue reading

Behold the Power of Brand Advocates

For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy. Continue reading

PR’s Digital Bravado Meets CMO’s Angst

I’m a big fan of the reports and industry studies from marketing analyst firm eMarketer. Some of the best in the business, IMO. And a report out last week based off the February 2011 CMO Survey from the American Marketing Association and Duke University’s Fuqua School of Business is music to my ears in terms of its insight.

The CMO Survey looked at the rate of integration of social media within companies’ marketing mix, as well as how well social media is actually being integrated. Some of the results were quite surprising. Let’s take a look at the key takeaways:

  • Over the next 12 months, social media spending will nearly double to 9.8% of surveyed CMO’s marketing budgets, up from a current level of 5.6%.
  • In the next five years, that percentage will increase to 18.1%.
  • Service companies on the B2B and B2C will experience the biggest increases, as they look to promote product-focused digital and social media initiatives.
via eMarketer
via eMarketer


That’s the good news. The bad news, however, is that the confidence level among CMOs that they and their companies are successfully integrating social media into more traditional work and marketing strategies lags behind the increase in spending.

According to eMarketer, a full 25% of survey respondents said social is not effectively integrated at all within their companies. So, on the plus side, budget allocations toward social media are up — significantly — with the expectation that it will continue to rise in years to come. But, we still have a ways to go before we can say that yes, social media is as fully integrated and understood within marketing services as more traditional service offerings.

The timeliness of this report couldn’t have been better, as recent trends, revenue reports and a general feeling of buoyancy within the PR and ad industries point toward big agencies going into a buying and M&A frenzy to boost their agencies’ digital chops, as I wrote about last week.

As PRWeek pointed out in a recent editorial, “right now the conversation in PR is all about social media and digital, and no agency can seemingly have a glut of these skills and services on hand.”

The question is, will our industry’s bravado in the digital sector match clients’ expectations for top-level digital and social media services that just two years ago, we couldn’t match, and even now, ad agencies are chomping at the bit to reclaim?

Confidence is on the rise right now in PR; but do our marketing industry counterparts feel the same bluster?

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Battle in Adland: Big Shops Encroach on Little’s Digital Turf

As the global economy continues to waver, things are looking positively rosy for advertising and public relations firms. With Veronis Suhler Stevenson predicting a 55-percent increase in U.S. spending on public relations services by 2013 (up to $8 billion annually), news has been rushing in from all sides of the major ad holding companies of expanding revenues and new digital opportunities.

The uptick in optimism started last week when Publicis reported a 19.8-percent increase in full-year revenue. Omnicom added to the fun after reporting 2010 revenues that were up 6.4 percent, which prompted this headline from the normally stoic Financial Times: “Omnicom heralds advertising acceleration.” Not a bad assessment of happy days to come.

But things really picked up this week after WPP announced it was developing a new interactive ad network to fully vest itself in all things digital. Continue reading