Marketing Digiguide
DigiGuide
for insight into online,search, mobile and more
brought to you by
What percentage of your media budget are you spending online?
this article
- Page 1 of 1
- 0
- 44
by Russell Easther
on May 20
Russell Easther is a communications graduate and digital media expert. He commenced his career with Cyber-NY in the USA and continued onto eMitch, Flip Media in Dubai and most recently was the Interactive Media Manager at Carat Interactive. As a consultant to P3Digital and the director of The Interactive Group, Russell brings a wealth of international experience combined with a wide range of online marketing capabilities spanning across many digital offerings
With the myriad of media opportunities available to the marketer in an offline and online world, the media channel budget allocation decision will be continually harder to make moving forward. Having worked first hand in media agencies that tackle these conundrums professionally, I can confidently say there is no magic formula to determine the splits. Yes, some major media agencies have developed tools to assist, but I'm yet to be convinced that they actually work and are robust.
The 'rule of thumb' I hear bandied around marketing classrooms and boardrooms is 10 percent. I’ve viewed and created many a media schedule significantly higher and lower than this but I doubt they would ever end up @ a flat 10 percent across the board.
Looking at the credit card market's media spend I could confidently say at least 80 percent + is attributed to online media. FMCG, ont he other hand, gets less than two percent. Having worked on campaigns for both categories there are a number of reasons why the difference is so large.
So what about your brands or businesses? Without giving the game away, what percentage of your media budget do you spend online? How do you come to this figure? Do you think it will increase or decrease over time?
Looking forward to your comments.
Be the first to have your say...
Looking for a new challenge? Check out these recently added MyMarketingJobs or search for a specific job using the Search tab.
- Group Marketing Manager - Pacific Region Xpand Group Pty Ltd
- 20 Aug 2008 Sydney
- National Advertising Manager: (inside) Australian Design Review Niche Media
- 20 Aug 2008 Melbourne
- Category Marketing Manager - Consumer Software Xpand Group Pty Ltd
- 19 Aug 2008 Sydney
Get the right marketing person for your critical marketing job by posting with www.marketingmag.com.au and MyMarketingJobs.
Working from Home
Had a gutful of cubicles and constant scrutiny? Longing for independence from the corporate world, but not sure you have what it takes to go it alone? Grant Arnott opens the door to the virtues of being a ‘home-preneur’. I had a dreadfully long commute this morning. A pair of thongs dumped directly in my path forced ...
Trigger-based marketing as a strategic DM tool
Are you still bombarding your customers with irrelevant communications day-in, day-out? If you are, it may be time to think about a trigger-based marketing strategy, suggests Tami Dower. Several years ago, signing up for an American Express Card was an express route to DM deluge. No sooner had you signed on the dotted ...
Guerilla Guide: Briefing ad agencies
The inimitable Geoffrey Bowll delivers the inside line on briefing ad agencies. I’m sitting in a city café and it ain’t as simple as ‘white with one’ anymore. Skinny cap, soy mocha, skinny soy latte in a mug with the handle facing south. So many variations. People have too much time, too little to do. Here I am ordering ...
- 54
What’s wrong with the AMI?
This post is the first in a series looking at the AMI. Click below to read the others: What's wrong with the AMI The Great AMI Debate: Round 2 The Stark Reality of the AMI The AMI Bites Back Marketing the Marketers: the UK perspective Bowll bites back: Geoffrey responds to the AMI You can read the full version ...
- 2896
Diageo demands group sex Guinness viral is pulled from YouTube
Brand Republic are reporting on a risque new viral ad for Guinness, which has put noses at Diageo out of joint. Diageo has demanded that YouTube remove a fake Guinness viral video spreading across the internet, in which a girl balances a bottle of the black stuff on her back during a group sex session. The 60-second ...
- 200
What’s wrong with the AMI?
This post is the first in a series looking at the AMI. Click below to read the others: What's wrong with the AMI The Great AMI Debate: Round 2 The Stark Reality of the AMI The AMI Bites Back Marketing the Marketers: the UK perspective Bowll bites back: Geoffrey responds to the AMI You can read the full version ...
To have your say, login at the top of the page or register free and start commenting.