Jul 2007 Go Digital – go digital?
If you are targeting teens it isn’t too much of a surprise to see 70% of spending going online. But other clients are doing blanket statements about “no TV, no Print” — only interactive marketing efforts. Not tracking reach and frequency, but buzz and engagement.
Nice to see but always makes you nervous. The press is reporting the YouTube guys managed to make $1 billion in 18 months. Random people with backgrounds in accountancy are back to pitching their favourite internet ideas like movies — “Its Linked In meets GeoCities. Should have Facebook virality and Google revenues.” Really. Old time Wall Street brokers used to say you knew it was the top of the market when doormen starting giving you stock tips. Is this the revolution here at last, or the top of the market?
HP Targets Teens With ‘Mind Control’
July 25, 2007
By Brian Morrissey
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NEW YORK Hewlett-Packard is launching a back-to-school campaign with a twist: 70 percent of the spending will support online efforts.The shift reverses HP’s ’06 back-to-school spending strategy, when the company earmarked 70 percent of the media outlay for traditional channels. The company is making the change largely because it has broadened its target audience this year from parents buying computers to include teenagers who often drive purchase decisions.