A Microsoft exec in Brussels yesterday illuminated the firm's attitude towards surviving the bleak economy with a humorous anecdote.
Speaking at the Interactive Advertising Bureau Europe's Interact Congress in Brussels yesterday, he said he expected little recovery in the online ad sector until 2012 at the earliest. "From a Microsoft view, we don't believe budgets will go up any time soon, and I'm talking the next three years."
He added that even established industry firms may not be as well placed as they might think. "There's a good chance some significant players will disappear. Not a lot of people are making money from online at the moment."
In addition to economic woes, Mangelaars also highlighted increased efficiency as a factor likely to stifle continued growth. "A lot of laziness has gone away. If marketers are reaching their goals with [their current budgets], why would they spend more?"
Ultimately though, he didn't seem too worried about Microsoft's own ad business, reeling off an anecdote about a grizzly bear (the economy) chasing two friends (industry competitors). As Mangelaars told it, one friend turns to the other and says, "I don't need to run faster than the grizzly, I need to run faster than you!"
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014