The Death of Offline Advertising – And The Birth of “New Marketing”

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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?

Budgeting for Advertising and Customer Experience

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Great column by Mark Hurst. This one, entitled “Budgeting for Advertising and Customer Experience”, deals with an all too common problem – companies that budget well for advertising to get people to their site but spend almost nothing to ensure that people can actually use the site once they get there.