Spur Interactive

Ad Week today reported new findings from Kelsey Group that local advertising is expected to contract over the next 5 years.  Worth noting though is that local online marketing is expected to grow 18% annually.

“Combined spending across mobile, local search, online classifieds, voice search, e-mail marketing, online Yellow Pages and other interactive efforts by traditional media companies is expected to grow from $14 billion in 2008 to $32 billion-plus in 2013, a compound annual growth rate of 18 percent.  Traditional media — including newspapers, direct, broadcast, Yellow Pages, out of home, cable TV and magazines — are forecast to decrease from $141.3 billion in 2008 to $112.4 billion in 2013″

This relates directly to some of my earlier blog posts on Yellow Pages vs. Search.

Search vs. Yellow Pages Part 1

Search vs. Yellow Pages Part 2

… it seems the numbers are proving out.  To read the Ad Week article click here.

Comments are welcome!!!

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Last week I had the pleasure of speaking at the Online Marketing Summit’s annual conference in San  Diego.  In my presentation Online S&M (Strategy and Metrics) I focused on 3 things:

1. The need for an integrated, strategic plan (one-off efforts often fail)
2. A foundational approach to Interactive in troubling times (focus on tactics with highest ROI including site usability, analytics, search and email)
3. How to measure and assess performance (results, ROI). This includes a new approach to measuring your results against the Google index for your search terms (must read!).

While there were no standing O’s and cell phone waving, I received some great feedback and was quoted in B to B magazine.  If you couldn’t make OMS, or if you missed my presentation you can find it on Slideshare.

Feel free to share with others.  And please comment below!

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