Here are today’s “ClickZ”:http://www.clickz.com articles:
* “Google Toolbar’s AutoLink and the Need for Opt-Out, Part 2”:http://www.clickz.com/experts/search/opt/article.php/3490576 (Danny Sullivan)
* “B2B E-Mail: A Completely Different Ballgame”:http://www.clickz.com/experts/em_mkt/b2b_em_mkt/article.php/3495001 (Karen Gedney)
* “Behavioral Targeting and Video Ads”:http://www.clickz.com/experts/media/behavioral_marketing/article.php/3495061 (Chang Yu)
Here are this week’s “Direct Marketing News Click! Weekly”:http://www.dmn.ca/Click/clickweekly.htm articles:
* “Study shows behavioural targeting benefits publishers”:http://www.dmn.ca/Click/articles/vol27/click27a.htm
* “Electronic Commerce Council of Canada to become GS1 Canada”:http://www.dmn.ca/Click/articles/vol27/click27b.htm
* “Hotel chains grow internet reservations by 22 percent”:http://www.dmn.ca/Click/articles/vol27/click27f.htm
* “Web metrics versus Web analytics (by Jim Sterne)”:http://www.dmn.ca/Articles/Articles/2005/february/metrics0205.htm
* “E*Trade launches new advertising and branding effort”:http://www.dmn.ca/Click/articles/vol27/click27h.htm
* “comScore Networks expands in Europe”:http://www.dmn.ca/Click/articles/vol27/click27g.htm
* “OPA showcases the best in online video”:http://www.dmn.ca/Click/articles/vol27/click27d.htm
* “Case Study: Harnessing catalogue data online”:http://www.dmn.ca/Click/articles/vol27/click27e.htm
* “Viral Marketing and Media: Mutually Exclusive?”:http://www.clickz.com/experts/media/agency_strat/article.php/3494031 (Pete Lerma)
* “How to Monitor the Chatter”:http://www.clickz.com/experts/crm/analyze_data/article.php/3494666 (Brian Teasley)
* “WOMMA Summit: More Questions Than Answers”:http://www.clickz.com/experts/brand/cmo/article.php/3494926 (Pete Blackshaw)
Okay, how cool is that!
What you’re seeing above is a small part of “the Google Map”:http://maps.google.com/ of “One Degree’s world headquarters”:http://maps.google.com/maps?q=3219+yonge+street+toronto+on+ca&spn=0.007371,0.009216&t=k&hl=en.
This is clearly one of the things that Google must have had in mind when it purchased “Keyhole”:http://www.keyhole.com/ last year.
The only downside is whenever you search on us that giant thumbtack appears outside and blocks the sun for us and our neighbours!
(I originally wrote a brief post to the AIMS discussion list on this topic and was then asked by Direct Marketing News to write an extended commentary based on that post. Here is my original draft of the column which inexplicably differs significantly from the in print (but not online) version. Consider this the true version please.)
The Death of Offline Advertising – And The Birth of “New Marketing”
At the end of March 2004, Microsoft CEO Steve Ballmer sang a sweet song to online marketers looking to forget the dark years that followed the heady days of the Internet ad boom.
During the company’s MSN Strategic Account Summit, Ballmer told the 500 or so US ad executives in the audience that 100% of ad dollars will be spent online by 2010. That’s no typo. He said all marketing will be online in six years.
Given that major consumer packaged goods advertisers are generally spending less than 1% of their budgets online and that many advertisers are still unsure of how to market online, why would Ballmer make such a bold prediction?
Certainly it is in Microsoft’s best interest to tell advertisers to up their online ad budgets to 8-13% now in preparation for the day when all their budgets are online. MSN counts on online ad revenue, so it seems natural they’d want ads online instead of in channels Microsoft does not (yet) own. And more online activity means more devices, and that means more software, and that means more money for Microsoft.