Home  › Media › Media Buying

A Media Buyer's Wish List for 2007

  |  December 28, 2006   |  Comments

There's always room for improvement.

Back in 2002, I capped off my first year writing for ClickZ with a wish list. It outlined my hopes for our industry in the coming year. It isn't that I was dissatisfied with the current or past situation. But there's always room for improvement.

Forgive the pun, but 2006 was a banner year. There was no shortage of work for interactive media buyers as online ad spending continued to grow. New media and growing trends may have made planning more challenging, but they also made it more fun.

So I find this year, my wish list is topped with three little words: as you were. Along with the hope (and expectation) things will continue to move in the preferred direction, I give you a few ways in which interactive marketing could become even better.

We Two Kings

Consumer Generated Media (CGM), brand democratization, and citizen marketing turned the Internet user into the marketer this year. Though this was certainly a blow to some egos, we've taken it in stride. Marketers are becoming more comfortable with giving up some of their power to their customers, knowing they'll likely get more loyalty and word of-mouth sales as a result.

That said, the novelty of this trend means best practices are virtually non-existent. It's a case of trial and error, and the errors can be dire. My wish for brand marketers, therefore, is that they'll approach soliciting ad material and product feedback from consumers with the prudence and respect it deserves.

It's far too easy to fall back into old habits and attempt to micromanage such campaigns. The surrender of control will have to extend beyond appearances for a progressive relationship with consumers to work for all parties involved. Marketers will have to think all potential outcomes (even the negative ones) through in advance. When mega brands and millions are at stake, a few unfortunate experiences threaten to spoil the bunch.

Paid Search for All, and For All a Good Fight

Internet search saw a shift in power this year as well. Everyday folk realized they, too, can promote themselves online. Paid search advertising leveled the playing field to allow proactive local businesses access to the same ad space as the nation's largest brands.

As paid search marketers go up against the little guys, I hope they'll take it as an opportunity to continue to hone their craft. Keyword lists, ad copy, and targeting techniques should be dynamic, not static. The increasing sophistication of proletarian advertisers is an ideal driver for bettering campaigns and campaign strategies for the good of our clients -- and ourselves.

Fifty E-mail Forwards

There's nothing like a game, video, or message with mass appeal to generate company interest and site traffic. We all like to hear stories of companies that have found great success with viral marketing. But as with CGM, for every great success there is a colossal failure. You just can't force a phenomenon.

Next year, and in the years to come, it might behoove us to think of viral marketing more as happy accident than a marketing technique. Not only is it too difficult to gauge potential consumer response, but few brands actually have the mass appeal to warrant a mass campaign. When creative is developed for the latter, the advertiser usually loses out.

As 2006 draws to a close, my wish for you and yours is a happy and healthy 2007. Write to me with your own wish list for the New Year, and let's raise a glass to another banner year.

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Tessa Wegert

Tessa Wegert is a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...