Last week Forbes’ Dick Smillie had a good chat with Anthea Stratigos from the media research and advisory people Outsell Inc. Normally the comings-and-goings in “traditional” media don’t pique my interest but this interview contains some profound comments.
The biggest take-away is that in the US marketers are spending less and less on TV advertising, but rather than just slashing that estimated $65 Billion spend from their budgets it is being pumped into developing websites and promoting those sites. Most significantly social media is getting serious attention.
Good marketers have always understood the value of a dialogue with customers, and social media is shaping up to a useful vehicle for this. Allied to this is the growing understanding that big advertising bucks no longer add-up to big conversions- there is increasing questioning of the value of advertising, and so there should be- if it can’t be measured what use is it?
How this affects SEO is open for debate, but it does seem that the sensible money is continuing its shift towards search marketing, and this can only be good for the industry.
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