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New Media’s Influence Growing

I’m guessing that not too many of our readers will need convincing that the Internet and various forms of online media are a good way to appeal to customers. But just in case you wanted some numbers proving that, BIGresearch has published the latest Simultaneous Media Survey results, which show how influential consumers find (or think) various media are. (Consumers surveyed were adults (over the age of 18).)

Traditional media strong but falling

Traditional media encompasses all the “old school” marketing methods, from word of mouth to product placement to television to print. Most of these methods still show that many consumers still rank traditional media as influential in their purchase decisions.

Of the top ten most often mentioned media, only one of those was considered a “new media” (you get to guess which one):

Steve Jobs, Warren Buffett, and Jack Welch More Admired Than Eric Schmidt?

Fortune magazine has released it’s list of "America’s Most Admired Companies" and Google places a distant fourth in the list.

What’s interesting is the companies ahead of Google. While you could argue that Apple deserves its #1 spot based upon its brand and products, there might be some other factor at play–the CEO Halo Effect.

Let’s take a look:

  • Apple – who hasn’t heard of Steve Jobs? Who doesn’t wish they were Steve Jobs?
  • Berkshire Hathaway – quick name 3 companies owned by Berkshire Hathaway? OK, now name the CEO? I bet Warren Buffett comes to mind easier than Acme Brick Company, Fruit of the Look, or even, GEICO.

Nearly Half of Americans Get News from the Web

A new poll from We Media/Zogby Interactive suggests more and more Americans are snubbing traditional news outlets and are instead relying on the internet for their news.

Of the 1,979 people polled, Reuters reports:

  • Nearly 70% believe traditional journalism is out of touch.
  • 64% are dissatisfied with the quality of their local news.
  • Less than a third get their news from TV.
  • 11% get their news from radio.
  • Just 10% pick up news from a newspaper.
  • Meanwhile, nearly 50% said their primary source for news was the internet.

I’d love to see more data as to why we’re switching to the web for our news. Could it be:

  • We can get news faster on the web.

Surprise, Surprise: SEO Works

MarketingSherpa today has the results from an SEO case study—4 tactics that increased traffic 58% (free until Feb 27). In the case study, they outline the tactics that helped to increase the website’s traffic.

But if you’re holding your breath for groundbreaking new techniques, go ahead and stop. The four tactics strategies:

  1. Develop new language versions of the website
  2. Create new white paper to qualify leads
  3. Boost incoming links from relevant sites
  4. Test design and placement options for links to Web forms


  1. Add more (multilingual) content
  2. Add more content
  3. Build links
  4. Test website effectiveness

Online Advertising Growth Rate – at Least 20% a Year

Researcher The Kelsey Group has projected that online advertising will hit $147 billion by 2012. That’s worldwide advertising and it’s part of their report, “The Kelsey Group’s Annual Forecast (2007-2012): Outlook for Directional and Interactive Advertising.”

As it stands the group measures the market at $45 billion for last year (2007). That’s a compound annual growth rate (CAGR) of 23.4 percent.

“Interactive advertising, which comprises search (including local search), display advertising, classifieds and other interactive ad products, grew its share of global advertising revenues from 6.1 percent in 2006 to 7.4 percent in 2007. By 2012 Kelsey Group analysts expect the interactive share of global ad spending will reach 21 percent.”

Just focusing on the US, the group predicts that for the years 2007 to 2012, in the United States interactive advertising revenues will grow from $22.5 billion to $62.4 billion (22.6 percent CAGR).

Google Steals Top UK Brand Spot from BBC

Google has passed Microsoft and the BBC to become the UK’s strongest brand, according to a new report from Superbrands.

Some other interesting observations:

  • Google is the only company on the list to have started after 1990.
  • The other 49 listed companies have an average age of 90 years in business.
  • Google muscled out British favorites including the BBC, BP, British Airways, and Rolls Royce.
  • Google jumped from #5 last year, to #1 this year.
  • Apple dropped completely out of the Top 10 (#8 last year).

The list is compiled by senior business leaders and an independent survey of 1,500 professionals.

Internet Twice as Popular as TV

A new study from IDC indicates that on average people spend 32.7 hours online a week and only 16.4 hours watching television. Newspapers and magazines get only 3.9 hours of our attention. IDC surveyed 992 Americans aged 15 years and older.

But does this actually mean that the Internet is twice as popular as television? I wouldn’t say that just yet. The total weekly media consumption comes to 70.6 hours in the survey. The press release also doesn’t indicate whether there was simultaneous media consumption.

Barring simultaneous consumption, with seven hours of sleep a night and eight hours of work a day, that leaves about an hour a day for everything other than media consumption. I’d like to think that even I don’t consume that much media in my spare time. The study doesn’t specify whether these hours are only “leisure” time—and I’m gonna bet that most people can’t get away with channel surfing during work.