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Avenue A | Razorfish has released Digital Outlook Report 2007, a 140-page PDF that describes where marketing dollars are being spent online, key trends that will impact marketers in 2007, and new quantitative research on best practices for measuring the effectiveness of advertising campaigns.
[ PDF ] DigitalMediaOutlook07
Business blogs can shorten sales cycles when they connect decision-makers to the designers and thought leaders who shape new products and services. Unfortunately, B2B blogs are new and evolving; only a small fraction of Fortune 500 companies sponsor one today. This early state represents both an opportunity and a concern for business marketers, especially early pioneers at high-tech firms where evangelists and engineers lead blogging efforts. Forrester believes that B2B blogs can open the formerly closed borders of corporations to prospects, customers, and investors. Marketing's role here is to leverage good blog content produced by technologists into their sales and PR activities, and create guidelines that keep individual bloggers from exposing inside information or straying off topics into areas that don't support the business.
Now that so much video is available online, television executives are asking if future TV programming will be delivered over the Internet, bypassing today's traditional cable and satellite providers. This idea, known as "over-the-top TV," faces four obstacles: lack of Internet connections to TV sets, bandwidth-limited video quality, lack of business models, and the challenge of navigating through thousands of video programs. All of these are on the way to being solved, but, even so, it will take at least five years before over-the-top TV can compete at all with cable or satellite.
Media & internet agency valuations remain way below their peak of the dotcom era in spite of hype about the internet's "second coming" via video-sharing, blogs and so-called Web 2.0 trends increasing digital agency revenues.
At the internet bubble's height in March 2000, the average price-earnings multiple of UK-listed media agencies was 76 times historic earnings per share, according to Datastream, the information provider.
» Financial Times
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