Survey of UK corporate communications professionals finds huge increase in usage of blogging, podcasting and social media

Excerpt from Renee Fox's blog on July 20, 2021
UK organisations have significantly increased their investment in interactive media over the last year according to the PR Week/Brands2Life Communications Directors Survey Read more

Spending on internet advertising 'to double'

Excerpt from Renee Fox's blog on July 16, 2022
The Guardian
12 July 2022

[What follows is the full text of the news story.]

Spending on internet advertising in Europe will more than double over the next five years and represent almost a fifth of total media budgets by 2012, according to forecasts from American research group Forrester.

Its analysts predict that spending on online advertising will rise from euros 7.5bn last year to more than euros 16bn (pounds 11bn) in 2012. This means 18% of total media budgets will go to email, search, display and other online advertising, according to Forrester's surveys of more than 25,000 European consumers and interviews with 24 leading European marketers. Britain will continue to spend the most on internet advertising, it predicts.

After several slow years, overall marketing spending is growing again in Europe, Forrester said, reporting that 54% of companies have set their 2007 budgets higher than 2006. The predicted growth in online spending over the next five years is against the backdrop of rapidly spreading broadband access. As the number of European consumers with highspeed internet access rises from 47m to 83m over that period, internet advertisers will increasingly expand into new formats such as video, the report predicts.

The rise in money going to web campaigns echoes a change in people's media habits, with more than a third of Europeans saying they watch less television because they are online, according to Forrester. That said, the research raises questions over how effective online adverts are. More that two-thirds of online consumers believe that advertisers do not tell the truth in adverts.

At the same time, Forrester flags up the advantages of being able to target advertising. A third of online consumers said they do not mind adverts if they relate to their interests. It also found that 40% of internet consumers trust price-comparison sites and 36% trust online product reviews from other users, suggesting advertisers may start to make more of online marketing, including email campaigns and blog advertising.

"Over the next few years, the shift of online marketing from experiment to mainstream will force marketing organisations and processes to change," said Forrester senior analyst Rebecca Jennings. "As different types of social media like MySpace and peer reviews strengthen their grip on users, expect marketers to jump on the bandwagon by switching ad spend to social media forms like RSS [web feeds], blogs, and networks."

The robust outlook for online advertising has been reflected in recent deals by big internet and technology firms keen to make the most of bigger budgets dedicated to the web. In April, Google announced its biggest ever acquisition with the $3.1bn (pounds 1.5bn) cash purchase of DoubleClick, a leading online advertising network. Having missed out, Bill Gates' Microsoft then snapped up a Seattle-based digital marketing specialist aQuantive for $6bn (pounds 3bn).

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This Month In Optimize: Nothing To Fear From Executive Blogging

Excerpt from Seth Moriarty's blog on July 13, 2022
For all the senior executives that still aren't ready to hop on board the blogging train; see what Bob Lutz, Vice Chairman, Global Product Development, at General Motors has to say about how how their corporate blog has helped them connect with consumers and potential customers. Read more