You Mean Our Web Site is Actually Generating Traffic?
turbotodd 100000388Y Comments (2) Visits (2085)
Monday morning's are for spinning. Head spinning, that is.
I was surfing the Internets early this am, basking in the glow of my Dallas Cowboys victory over the New York Giants yesterday afternoon (How about that new Dallas kicker?!), and couldn't help but be overwhelmed by all the digital media and marketing news.
First, on the search front, Baidu.Com, China's top search company, announced it will be taking on Google and Yahoo, with plans to enter the Japanese market (which is several times larger than China's search market).
Though Ask.Com's share of the U.S. search market is minimal (low single digits), the local search advertising market is substantial (think Yellow Pages online), and local relevance is key when looking for everything from a plumber to tickets to that Coldplay show. Om Malik gives Ask.com CEO Jim Lanzone the third degree on their "all search is local" play here.
Meanwhile, two seemingly unrelated stories strike me as intersecting vectors in the emerging new media paradigm.
Today's WSJ reports on the one hand that U.S. advertising growth is expected to slow to 4.2% next year (from an estimate 4.8% this year), while at the same time, AdAge is reporting separately that the web sites of Proctor & Gamble and Unilever are now reaching "nearly 6 million and 3 million unique visitors in the U.S. each month."
Such numbers "swamp the audiences of many magazines and cable and syndicated TV shows where they advertise."
Could the long tail actually be short, the new media revisit the old?? Will P&G take its soap opera storyline direct to the consumer?
Stay tuned...to www.pg.com!