The best part of having an Interactive Advertising Agency is seeing how leading edge thinking evolves and grows. Years ago we would just talk about eMail Marketing, Search Engine Optimization Consulting, Website Development and hosting services. That was it and then the crash of 2001 came along and Interactive Advertising Agency life became harder and many companies went out of business. If the last two days are any indication of things to come, interactive advertising is going to only become stronger in the next 18 months. Take a look at this chart from Media Daily News:

ZenithOptimedia, GroupM Forecast U.S., Worldwide Ad Recession In 2009
	2008	2009	2010	2011
ZenithOptimedia
U.S.	-3.8%	-6.2%	+2.1%	+2.8%
Worldwide	+1.3%	-0.2%	+5.5%	+5.8%
GroupM
U.S.	+0.3%	-3.2%	NA	NA
Worldwide	+2.6%	-0.2%	NA	NA

Who would want to be in the traditional adverting and media business next year?  Not me, and not because traditional isn't important and can't help brands, but compared to Interactive Advertising - look at this chart from Online Media Daily:

Share Of Worldwide Ad Spending By Medium
	2007	2008	2009	2010	2011
Newspapers	27.1	25.4	23.8	22.3	21.2
Magazines	12.0	11.5	11.2	10.7	10.4
Television	37.3	38.0	38.3	38.5	38.5
Radio	8.0	7.6	7.1	6.9	6.7
Cinema	0.5	0.5	0.5	0.6	0.6
Outdoor	6.5	6.7	6.9	7.0	7.1
Internet	8.6	10.3	12.1	13.9	15.6
Source: ZenithOptimedia

Next year Interactive Adversing will exceed Outdoor, Radio, Magazine and I personally believe by 2011 will be equal to newspaper even if  others don't yet. Look for our upcoming posts on some rapid start programs on how to get involved in Interactive Advertising solutions for 2009.

I really enjoy the field of Interactive Advertising and being the head of an Interactive Advertising Agency as it allows me to see the continued evolution of the digital space.  I found an interesting chart on eMarketer the other day and I wanted to share it.



Look at these growth numbers! I know many of you are saying, wait a minute, we are not seeing double digit growth like the last few years and these projections are down from what they were in August. I know that you are correct, however if you are in the paid search business or search engine optimization consulting business this is a great chart. If you are into email marketing or provide website development services, then this is a very good chart to see.

Most advertising mediums are being cut back and actually declining, most expenses in all departments are being reduced. Our field is still going to grow and growth is always relative. If we grow 7% and the others decline 3% we actually see gains in excess of the 10% spread as compared to total spending. It is just great to be an interactive advertising agency!

Steve West, a Definition 6 Senior Graphic Designer, recently shared his thoughts with our Creative Team on conventional verses non-conventional website development...

October marked the 10 year anniversary of the original iMac computer. When it came out was met with polarized opinions for and against the little desktop computer. Instead of the beige or gray computer box with a separate monitor, it was a complete computer in a jelly colored case. Aside from looks, it also came standard with what was a new connection, USB 1.0 and did away with the floppy drive only coming with a built in CD drive. At the time it was widely criticized for doing away with the ubiquitous floppy drive because that was considered the normal way to store data.

The same strategy can be used for website development. As the internet has continued to grow and evolve, standards have become entrenched. The most common being that the logo should be in the upper left with the navigation to the top or down the left side. Who says that your website has to do the same? When does one make the decision to continue following the "norm" or even the competition?

Magnum Photos website, http://www.theplaceswelive.com, is an example of an easy to navigate site that's visually enticing as well as a bit unconventional. The main navigation is placed in the upper right. While in a different location it's easy to find and use since the type is white on a black background and the rollover state makes the type bold. Along with color, there are only five links but they¹re also a bit unconventional by having the home button on the far right instead of the left. As you dive into the site you're greeted with large images on the left with the copy pertaining to the section on the right. This seems pretty easy to use so why all the fuss? Because it¹s not what's normally done.

For Magnum to put the photos large and to the left makes sense since this is a site showcasing photography for their new book. Photographers in general seem to forgo conventions and blaze a path that engages the user to explore their sites. The better photographers have put more into this idea of engaging users and built both large showcases of their work but also created an environment that takes users on a journey. Photographer Jill Greenberg's site, http://www.manipulator.com, showcases her large body of work in both an easy to use navigation as well as thumbnails that you can peruse through choosing to view larger. What's more interesting about this site is that it's a few years old but still seems fresh. While the content is regularly updated, the unconventional nature makes it feel different from other sites. So there's really no need to revamp it, just update the work that's showcased.

In this post, usability is something that should be discussed. To put your menu off to the right or even bottom right isn't a license dismiss usability. When you break the convention, consistency is paramount. Putting your menu in a new location on each page may seem like a fun idea but after a couple of clicks followed by a search for your navigation, your user is going to become frustrated and most likely move on. Consistency needs to be maintained and once usability is established, your user will continue to navigate effortlessly through your site.

So what can breaking conventions do for you? It's a great start to separate you from your competitors and it also portrays your company as a bit different. The web is a great place to brave new approaches that help your company stand out and call attention to what you do. After all, when was the last time you saw a computer with a floppy drive?

I guess I am having trouble hearing about recessions as we help companies as an Interactive Advertising Agency, because I see things in malls and stores that do not match.  Lots of companies tell us that they see sales down and that they want to hold off on their Business Website Development, but then you see this:

 

This line for $4.00+ coffee doesn't look like America is tightening its belt too much to me! So I think that we need to focus on things that will drive people to our stores and not let them go to others. Email Marketing Services take less than 20 days to activate and Paid Search Engine programs can impact traffic to your site and ultimately to your store within weeks. So the question I asked is: Are you a victim or are you making sure your Interactive Advertising Agency is working to make you a victor in today's interesting market conditions.  

Mike Reese, a Definition 6 Technical Project Manager, discussed an artice he read in Website Magazine...

So you've invested time and money to get people to your site, now what? You've got 10 seconds to not only interest that visitor, but to engage them in some action on the site. You can achieve this by knowing your users and grouping them accordingly by interests and goals. Each group should know what you have that they want, and how to get it.

Mike mentioned some key points related to business website development:

1. Defining personas goes a long way in developing an accurate design that engages each type of user.
2. Users notice visual design, whether or not it relates to them and if it is up-to-date.
3. Make sure that the content and navigation is structured in a way that makes sense to your user and be sure the site has a purpose.

Mike's final thoughts to the group was that there are a lot of things that can happen in a short amount of time - a lot of tangents users can engage in that will inevitably take them off course from their primary goals. Focus on the goals of user segments, what is important to them and display that in a visually appealing way. Make it easy for them to engage. We don't want a design that's visually appealing and then leaves the user frustrated with where to go after that first experince has been absorbed. An online agency can really focus on the design elements and layout that will keep a user on the site for more than a few seconds - ultimately leading to a conversion.  The full article can be viewed at: http://www.websitemagazine.com/content/blogs/posts/articles/User_Personas_Wireframes_First_Ten_Seconds.aspx

Cecilia Barella, a Definition 6 Account Coordinator, recently discussed an article she read on Forrester...

The Hispanic population is one of the fastest growing population in the US however they are still underserved online. Companies should know that while only one-fourth of Hispanics must be served in Spanish, more than half of online Hispanics would prefer to be served in Spanish. Often due to the uncertainty over the benefits of creating a Spanish-language site, many marketers miss out on this market that is full of opportunities in email marketing, search engine optimization, and website development.

Cecilia focused on a few key points in the article:

1. Spanish-preferring online consumers fit at least one of four criteria . The more
criteria they select, the more likely they are to prefer Spanish over English. More than half of online Hispanics fit into one of these four criteria, and 23% of them fit into three or four of them. The four criteria are as follows:
 
• “I am more comfortable visiting Web sites that are Spanish-language.” Thirty-two percent of
online Hispanics agree with this statement.
• “I get more of the information I need when using a Spanish-language Web site.” Almost 30% of Spanish-preferring Hispanics agree with this.
• “I am more likely to trust companies that have Spanish-language Web sites.” Twenty-eight percent of Spanish-preferring Hispanics agree with this notion, revealing that a Spanishlanguage site is not just about reach but is also about brand trust and customer goodwill.
• Spend at least half of their Internet time in Spanish. Twenty-six percent of Spanish-preferring Hispanics fall into this group.   
 
2. Understand your existing and potential customers to see if their needs match your product or service. For example:
• Attitudes. More than half of Spanish-preferring Hispanics would be more likely to research products online if they could do it in Spanish, and they are more concerned about price than English-preferring Hispanics.
• Demographics. Online Spanish-preferring Hispanics have larger households and more children than English-preferring Hispanics, meaning that messaging around kids and family will have high impact with this group.
• Acculturation.  82% of Spanish-preferring online Hispanics are first-generation in the US. Some sites should not only focus on pushing products to this Market but also educating them in certain processes.

3. Make A Multichannel Spanish-Language Commitment.
Make sure that your Hispanic consumers have a seamless experience across all the channels in which they need Spanish.  Also, make sure that the content is culturally relevant and updated frequently.

Cecilia's concluding thoughts were that competition for Spanish-preferring consumers will accelerate, and companies that get in early with a Spanish language site have an advantage when it comes to building greater brand awareness and relationships within the Hispanic community. There are also multiple ways to do this.  Some examples are: using translator services, having a spanish-language minisite, having a landing page, or a second site.  An Interactive Advertising Agency, like Definition 6, can help you create a winning multi-cultural strategy for long lasting results.  The full article can be viewed at: http://forrester.com/Research/Document/0,7211,42066,00.html

Small business owners are affiliating their brand with charities as an alternate marketing channel.  Truth be told, people like to associate themselves with businesses that support causes so it's a win-win for the company and for their target audience.  In an article found on www.frugalmarketing.com, the author details ideas and strategies on how to help businesses expand their marketing opportunities while engaging in charitable giving.  Below are a few key points from the article:

1. Don't hesitate to use charitable marketing because you think it will take advantage of a cause.  In actuality, many charities want to partner with a business and they understand that it is mutually beneficial.
2. When choosing a charity to participate in, look for charities that will not only provide meaningful exposure but also one in which your target audience would be most likely to participate in.
3. Maximize exposure by associating your name with your charity.
4. Partner with a charity to focus on a niche market in order to bring new customers to you and new members to your charity.

Charitable marketing is a great way to optimize your marketing dollars whether that be through targeted email marketing, website development or interactive media.  To read the full article, go to: http://www.frugalmarketing.com/dtb/charity.shtml

I've been in the online marketing space for almost a decade now.  I still remember the days of of brochure-ware and when the website was just an afterthought.  Today, the web has become the hub for most marketing efforts.  In the world of online marketing and website development, one area that marketers still fall short is embracing the real power of interactive...the constant exchange of value for action taken by the end user.  This ebb and flow of reward for activity is where the real power of interactive marketing lies.

As an interactive media agency, it becomes critical to not only understand where the target is and how to find them, but to understand the context in which the message will be delivered.  Only then can a real value exchange be created where the user is reward for taking the desired actions.   Search Engine Optimization solutions are the simplest example of this...creating targeted landing pages designed to be more relevant to the end user based on the specific search made.  Web Application Development also needs to take this into consideration...when asking a user to fill out a form of personal, specific information, that user should get a result that is personal and relevant to them.  Each exchange of information should reward the user and open up the possibility of taking another action with even more reward.

In January of this year, Google rolled out the "ten pack" at the top of the search results:  a list of ten companies with addresses, reviews, star ratings and a local map.  This is the most privileged position on the Internet.

Besides dramatically raising a website's visibility in search engines, research has consistently shown that customer reviews are sought out and trusted when making a buying decision.  Consumers want real-life opinions about local businesses and services.

A subtle way of asking customers to write about you is to prominently post your reviews in your store -- near the front door or on the counter.  You should post them at your website, too.

Businesses spend a lot of money advertising on search engines to reach potential customers - $1.7B in 2008, estimated to grow to $2.2B in 2009.  You should build on that investment with customer reviews -- they spread the word in a way ads can't.

USA TODAY's article entitled Businesses turn to online reviews to grow clientele can be read at:
http://www.usatoday.com/tech/products/services/2008-05-20-online-reviews_N.htm

One of my clients gathers comments from guests after a spa visit.  We're developing an online guestbook so that the spa managers can post those comments at the website.  We'll invite online visitors to comment, too, when they come to the website.

Definition 6 can help you incorporate customer reviews into your website.

Lynn Moss
Def 6 Client Manger