Digital is used for direct response more than offline marketing

eMarketer reporting:
Marketers are backing up the excitement around mobile, social and video with more ad dollars. Of the 20 major US brands surveyed by the Association of National Advertisers in March 2013, 65% said they were increasing their investments in mobile—the highest percentage of marketers upping investments in any channel studied. Only 10% planned to decrease mobile spend.
And marketers seem to have no hesitations about social, as 55% of respondents said they were putting more dollars to the format, while no advertisers reported decreasing social investments.

Video rounded out the top three channels with the greatest number of marketers increasing spend. Two out five marketers were upping their investment in video.
http://www.blogger.com/blogger.g?blogID=8672091774752856243#editor/target=post;postID=7732252125601714259;onPublishedMenu=allposts;onClosedMenu=allposts;postNum=1;src=postname

Content Marketing: The Fallacy that More Content is Better

cmi reporting:
...
Here’s a little state of the industry that I’ve noticed:

• There are hundreds of marketing gurus out there who will tell you that more is better.
• Brands and publishers alike are setting up massive newsrooms to newsjack every possible opportunity.
• Keyword phrases are being locked and loaded, as we speak, into thousands of content marketing programs around the world — curated content and original content alike.
• Organizations of all sizes are figuring out how much content they can get out of every contractor they work with, and how to get that investment down to as little per hour as possible.

Now, I’m not saying that any of this is wrong; but it’s definitely not better.....
Think about your current content marketing program. Now read the questions below:Do you have a documented content strategy as part of your marketing program, or are you just filling channels with content?

• Is the content you are distributing truly best of breed — meaning that it’s as good or better than anything else available?
• Are you really making an impact on your customer’s lives or careers with the information you provide to them?
• Are you in the game just to sell more, or are you in it to make a difference?
• Are you setting up your content marketing department around more or around best?

How do you know if your content is truly epic?
Here is one easy litmus test: Are you seeing behaviors change?
Are customers sharing your content? Are members of your customers’ networks sharing your content? Is your content a central part of conversations on the web? Are prospects signing up to receive your content on an ongoing basis? If you don’t deliver your content at the regularly scheduled time, are customers calling you to find out where it is? Are influencers creating new content from your old content?
http://contentmarketinginstitute.com/2013/02/content-marketing-fallacy-more-better/

The Somewhat Surprising State of Online Advertising

HubSpot Blog reporting:
What do you think of it? Annoying? Effective? Come a long way? Waste of money? Don't even notice it?
And when you're answering, are you answering as a marketer, or as a consumer? Or (gasp) both? Some of us do fall into both buckets, after all.
Adobe set out to answer some of these very questions in their recent report, The State of Online Advertising. In their research, Adobe partnered with Edelmen Berland to survey 1,250 adults over age 18 -- 1,000 were part of the general population, and 250 were marketing decision makers. They asked the survey respondents questions about advertising, and sometimes even marketing, trying to get a gauge on things like channel effectiveness, preferences, and just gut feelings. Hey, make fun of those warm and fuzzy feelings all you want, but putting some numbers behind them is a mighty task worth attempting!
Take a look at some of the most fascinating highlights from their study on online advertising; and I encourage you to take notice of how the discrepancies between consumers' and marketers' opinions play out, too. It's always good and sobering to take off your marketer hat and remember how your target audience actually perceives the work you do.

The State of Online Advertising, According to Adobe

1) In general, how do consumers "feel" about online advertising?..

2) So, what's a better alternative to online advertising? You might never guess it, but ...

3) Actually, traditional media is overwhelmingly the preferred place to view advertising

read more: http://blog.hubspot.com/blog/tabid/6307/bid/33767/The-Somewhat-Surprising-State-of-Online-Advertising-New-Data.aspx#ixzz2An14pCRU

Calvin Klein Shifts To Digital For Bra Launch Read more: http://www.mediapost.com/publications/article/180873/calvin-klein-shifts-to-digital-for-bra-launch.html?edition=50112#ixzz23iRxB9GO

MarketingDaily reporting:

In a big switch for Calvin Klein Underwear, it says it will launch its new Push Positive bra line via digital channels, in a splashy effort featuring Dutch supermodel Lara Stone.

The black-and-white video, shot by Steven Klein, is expected to get 575 million impressions, and will begin appearing on YouTube next month. (The company intends to break it on its social media sites before then.) Overall, Calvin Klein says digital channels will account for 70% of the global media mix, and include an interactive Facebook application which allows users to share personalized images. There will also be a hashtag sweepstakes on Twitter as well as Weibo.

The campaign will run in the U.S., Canada, Mexico, the U.K., Germany, Spain, Hong Kong, Korea, Singapore, Taiwan and Philippines, with additional support in Asia through placements on Youku, Yahoo and Nate.

The brand, which is a division of The Warnaco Group, will also use designated in-store stations, arming sales associated with iPads loaded with a special app to aid in fitting. And of course, in what has become a given for Calvin Klein’s undies, there will be billboards, with the first appearing in New York’s SoHo this week...

Read more: http://www.mediapost.com/publications/article/180873/calvin-klein-shifts-to-digital-for-bra-launch.html?edition=50112#ixzz23iS8kBT8