Consumers have changed their media habits: it's time for your marketing to follow.
Whether you're marketing movies, diapers, cars or cruises, consumers have changed their media habits and marketers need to follow them. Today's In Focus -- based on a research presentation I gave last week at our Integrate '06 Summit -- is pitched at movie marketers, but the data is relevant to all verticals.
This chart shows the aggregated percentage of 2005 marketing budget combining Network TV, Spot TV, Cable TV and Newspapers for 10 movie studios.
According to this data, TV still gets the lion's share of the movie marketing budget. NBC/Universal, for example, dedicated a whopping 75.7 percent of its 2005 marketing budget to the various forms of TV.
In contrast, the average spend for internet marketing is less than two percent. The most that any one studio spent on internet marketing is Fox, which spent 2.4 percent-- or $11.6 million. Onstage in the final Integrate panel, moderated by Variety President Charlie Koones, some speakers disagreed with the Nielsen data but still only estimated the top slice as somewhere under five percent. What this shows is that movie marketers have a very traditional marketing mix.
But their consumers are increasingly untraditional.
Here are five reasons to shift marketing budget online.
Author Notes:Brad Berens is iMedia's executive editor and head of content for the company, including its website, newsletters, Summits and other projects. Prior to iMedia, Berens was the managing editor for all things digital since 2000 at EarthLink, overseeing all content for EarthLink's main website. He also conceptualized, launched and edited eLink, EarthLink's twice-monthly email newsletter and premiere customer touchpoint with a circulation of seven million. Next page »