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If you cannot see this page properly, please click here. Dear Members and friends Spring is here, and along with leaves and flowers, on-line marketing budgets are also growing again after the recessionary winter. I'm just back from iMedia Connection's terrific Brand Summit in Phuket. Although a great location, believe me, you don't get tanned sitting in a conference room all day. Instead, marketers, advertisers, publishers, agencies, research people and technology solutions providers got together in roundtables to ponder various aspects of our digital future. Rosemary Lising of GroupM and I each moderated two sessions on "Earned, paid and owned media". Although the subtitle was "How to reduce your reliance on paid media and shift to owned/or earned media", the participants reaffirmed the value of paid media, while also identifying some specific uses for owned and earned media in the overall mix. Forrester Interactive's Sean Corcoran's definitions of the three types of media are useful background to the discussion http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html I'd like to share some of the participants' conclusions here. First off, an informal poll of the marketers in the group showed that on average about 70% of their media was paid (e.g. banners, rich media, search, etc.). Another 20-25% was owned (e.g. microsites, Twitter and blogs). Earned media constituted just 5-10% of total spend. For all the industry talk about word of mouth, buzz and viral marketing, this number seemed low to me. Participants made the point that given the nature of the content, proportionately not that much budget was required – it's essentially online PR. And, when asked whether they would spend more in the future, most participants said the current investment level was about enough. At least in the iMedia crowd, marketers like the reach, frequency, and control of paid media, supported by owned digital assets. Earned and owned media provide opportunities for engaging customers directly and building brand personality, whereas paid media is seen as offering a shorter path to sales. Another perspective that came out of the groups was that their companies' management generally feared the lack of control in earned media, and possible negative comments from customers. I don't see that changing any time soon! What's your point of view? Share it with us via email. David Ketchum Chairman  ADMA WELCOMES 6 NEW MEMBERS The latest new CORPORATE MEMBERS are: British Council  The United Kingdom’s international organisation for cultural relations and educational opportunities. We build engagement and trust for the UK through the exchange of knowledge and ideas between people worldwide. Mediaplex  Mediaplex is the technology division of ValueClick, Inc., the leading single-source provider of interactive marketing solutions spanning all major Internet marketing channels - web, e-mail, search and affiliate marketing. Through our four main business units – ValueClick Media, Commission Junction, Mediaplex and ValueClick Brands, ValueClick, Inc. provides a wide range of media, technology and services to help advertisers, agencies and web publishers reach and sell to their target audiences. Our latest new INDIVIDUAL MEMBERS are: For more information about all ADMA members, visit the ADMA Online Members Directory. Back to Top  NEW ADMA STAFF MEMBER It is with sadness that we say "goodbye" to Fiona Habben, the ADMA's Marketing & Education Officer based in Singapore. However, I would like you all to welcome aboard Faith Plevin. Please do make her feel welcome when you meet her out and about at a Web Wednesday or the like. Faith is responsible for our online digital marketing qualification and has some great ideas for how to get you all to enrol! UPDATED MEMBER BENEFITS Thanks to some brainstorming by your Board, there shall be some changes to the ADMA member benefits in 2010. Watch this space for details as they are announced! Back to Top  JOB MATCHING SERVICE Going out as a standalone email to our targeted database every 6 weeks, this service provides a way to recruit staff and also lists candidates in the marketplace with digital experience. This service is FREE for ADMA members wishing to list vacancies. Please email the ADMA Director for full details on how to take advantage of this service. JOB VACANCIES JOHNSON & JOHNSON VISION CARE Johnson & Johnson is looking for a creative and dynamic individual to join their Asia Pacific team as Senior Regional Interactive Marketing Specialist. Please email the ADMA Director for a detailed job description for this position. Back to Top |
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