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One Degree Posts

Is the Advertising Industry in Chaos?

In the April 4, 2005 print issue of Advertising Age Bob Garfield introduces his “Chaos Theory”: (reg. req.d) for the advertising industry. This theory is based on the effects of the digital media revolution and what it is doing to advertising as we have known it. In the article Garfield opines on how the traditional advertising world is pretty much ignoring the big changes in marketing. He also makes it clear that the new digital technologies are not yet able to take over from the the declining media channels like television. Garfield’s argument is that there is a disconnect between the old and the new and the lack of a clear bridge from one to the other will greatly, and negatively, affect the marketing business, the overall economy and, possibly, American society. Do you agree?

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Clipped: ClickZ for April 13, 2005

Click through for links to ClickZ’s articles for April 13, 2005.

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Clipped: eMarketer April 13, 2005 – Click Fraud a Growing Concern

With the growth of Search Advertising, click fraud is becoming a bigger concern. eMarketer reports with stats from a recent survey: Click Fraud Is Starting…

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Would You Buy Your House By Mail?

Canadians are in general not great direct mail shoppers, whether via catalogue or online. This has been attributed to a lack of homegrown selection, and the lack of a ‘catalogue’ culture that is so present in the U.S. However, until the mid-twentieth century, the majority of Canadians didn’t live in major centres and many relied on catalogue shopping for family basics like clothes and appliances… and apparently houses.
I recently read an article (Globe and Mail, April 1, 2005 – requires subscription) on mail-order houses popular in the prairies in the early 1900s. The author of “Catalogue Houses: Eatons’ and Others,” Les Henry, grew up in such a house in Saskatchewan.

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eRetailer Takes Email Personalization to Next Level

Okay, now this is the kind of story that makes me drool… today’s Internet Retailer covers a new email marketing program from online retailer BassPro that really delivers on the dream of using real-time data, customer histories and personalized offers.
The program pushes out offers based on a combination of CoreMetrics site visitor data, BassPro defined product families and purchase levels, plus a check against inventory — whew! — to deliver very personalized offers via email.

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