Still spending the whole budget on TV? Try this.
Over at Forrester Research, they've uncovered some interesting data about the advertising budget mix and changing attitudes toward marketing.
"Despite significant changes in consumer behavior, there is a large disparity between the amount of time consumers are spending online and the money marketers are spending trying to reach them online," says Forrester Research Principal Analyst Charlene Li. "When at-work Internet use is taken into consideration, online consumers spend more than one-third of their time online -- roughly the same amount of time they spend watching TV. Yet marketers spend only 4 percent of ad budgets online versus 25 percent on TV."
OK, yeah, we know... political folks tend to be very conservative in their tactics. If it worked last time, it'll work next time, right? Yeah, right up until the other guy finds a new and better way. Wouldn't it be nice to be the other guy for once?
What's the other guy up to now?
Marketers are quickly losing confidence in the effectiveness of traditional advertising channels and feel that online channels will become more effective over the next three years. Seventy-eight percent of survey respondents said they think search engine marketing will be more effective, compared with 53 percent of respondents who said TV advertising would become less effective.
Time to start adjusting the media mix. Seriously, for the price of one regional prime-time TV spot, you could do a complete google/blog advertising campaign.
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