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Overshadowed in the early days
by those "bright young things" (with more money and control over
advertising budgets than their marketing experience may have
justified), online clients today are more sophisticated than ever,
more broad-based in their objectives, more senior in their
capacities - and more demanding. Their needs from online go well
beyond simply advertising on the web; rather, they have expectations
for marketing tools that will deliver results across the range of
their business objectives. Tools - like e-mail, promotions,
remarketing systems and customer relationship management - are the
essential bundling ingredients that companies like DoubleClick can
provide to support the needs of our marketing customers.
Traditional marketers are
already playing heavily in the online space but, importantly, their
intention is for even greater escalation in this channel, both in
terms of how much they spend and what they do. They will spend
greater shares of their media budgets and more of their overall
marketing budgets online. They will seek advanced online tools for
managing customer acquisition and retention, for trade marketing,
promotions and discounting, loyalty programs and research, customer
service and focus groups. The tools facilitated via the Internet
will permeate every facet of the marketing mix and change forever
what we know and how we do things today.
In short, the marketing
fraternity is ready and poised to unlock the broader applications of
the web as a marketing tool. To serve their needs, we need as an
industry to start speaking their language more fluently and
effectively. We must speak "marketing solutions" and not "ad sales".
We must own accountability for a more "fact-based" approach to our
medium, both in terms of pre-sales media planning and post-sales
campaign performance.
On March 26th 2000, the New
York Times reported, "The biggest marketers in the world, like Coca
Cola, General Motors and Proctor & Gamble say they are finding
ever more ways to use the internet to sell their products. The
problem for websites like Yahoo and hundreds of others, is that
little of the marketers' money involves advertising on websites."
What a wake-up call for many in our industry! However, I also
believe it is just the beginning of prime time for those that
recognize and leverage the broad applications of the Internet to
help make marketing work better.
Gone are the days of viewing
the Internet as simply a content or advertising vehicle. This far
undervalues the role it has to play - and underserves the needs of
our marketing clients. Today companies like DoubleClick have a wide
range of capabilities already in place to service the needs of
marketers. From Ad Effectiveness Research tools, to Remarketing
Systems and E-mail Solutions - these tools and services go well
beyond simple "ad sales" and provide relevant and effective
integrated marketing solutions for marketers.
These solutions will guide marketers in their
quest for branding and response effects,
for leveraging effective creative solutions,
for succeeding in their targeting and reach objectives, for building
customer relationships, engendering loyalty and ultimately, for
realizing an effective and successful return on their marketing
investments.
We at DoubleClick remain
committed to investing resources in ongoing efforts to build and
develop our industry. We welcome the opportunity to teach, learn and
share experiences with publishers, marketers, advertisers and
agencies around the world to help make marketing work better. In
that spirit we launch this newsletter.
We welcome your thoughts and contributions. Please
share them with us and other readers
of this newsletter. Reach us via e-mail at newsletter@doubleclicknews.com
I hope you enjoy this newsletter.
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2. MarketPlace |
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| Trend
Indicator: June 2001 |
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• Brave new online world: By the year 2005,
a total of one billion people are expected to surf the net world-wide.
This is the result of a US study by IDC. The volume of e-commerce
will grow to $5 trillion (£3,6 trillion)
[$354 billion in 2000 (£254,9 billion)]
world-wide. And Europe is going to overtake the US with regard to
Internet usage.
• Content is king - if the
quality is right. US market researchers at Information Resource
found out, however, that customers of consumer goods often do not
think that this is the case. According to the researchers, customers
would prefer fewer online features like chats, games or lifestyle
elements and would rather have more simple Web offers with product
information and, above all, with feedback features. |
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User studies: The
Netherlands are leading the pack in Europe |
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This is a new record: 4.5 million people in the
Netherlands were surfing the Internet in May 2001. On average, every
user spent a total of 7 hours on the Web and visited 24 different
sites in 15 sessions. Those are the results of Nielsen's net ratings
for May. Conditions for Internet access in the Netherlands are
excellent, rendering them leaders in Europe. This is true both for
private households and for Internet access in companies. Euromedia
recently reported that the number of private and business Internet
users is balanced.
According to a study from
eMarketer, the number of Dutch Web users will continue to rise
during the coming years. Compared to other market research
companies, eMarketer takes a rather conservative approach. Look at
the market data for the Netherlands for 2000, for example. Of all
analysts, eMarketer stated the lowest figure with their 4 million
Internet users. Taylor Nelson Sofres offered the highest number with
5.6 million.
According to analysts, the Internet boom in the
Netherlands is based on good education. 78% of the Dutch speak
English as their second foreign language, which enables them to
easily surf the Web, where most of the material is in English.
E-mailing and online banking are among the preferred online activities
in the Netherlands. In the area of online banking, the Dutch are
leading all other European countries. 40% of the Internet users
in the Netherlands regularly do their banking online. This number
is higher than the corresponding figures of all other European
countries. In the area of e commerce, the Netherlands are also
leading the pack. According to eMarketer, people in the Netherlands
order books and CDs online with a frequency that has no match
in Europe. Among the most popular Web activities are downloading
free software and searching information (product information,
vacation information, educational material and documents, sports
and leisure information). One out of four Dutch Internet users
read newspaper articles or look for jobs online.
For more information go to:
http://www.iht.com/articles/22714.html
http://www.emarketer.com/analysis/eeurope/20010116_netherlands.html
http://209.249.142.22/hot_off_the_net.asp?country=europe#netherlands |
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Trends: "banner tracking"
for the Netherlands |
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Who showed what on what site? "Banner tracking"
makes the search for a particular banner or campaign easy. French
provider NetCrawling offers a service called LemonAD that carries
out daily searches on more than 2,500 European Web sites for new
online advertising campaigns. For the Netherlands alone, the service
observes 290 Web sites from national and international companies.
The data is collected in the LemonAD database and then analyzed
statistically.
In April, the following picture could be drawn
for the Netherlands:
Online advertising market
There were a total of 1,888 campaigns from 1,228 advertisers with
3,688 banners. These figures mean that on average there were 1.5
campaigns per advertiser and 2.0 banners per campaign.
Industries
70% of the advertisers are spread across ten
industries. Most of the customers are related to editorial Web
sites, e commerce and automation. One out of three advertisers put
their banners on an editorial Web site.
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Prognosis: More For Your
Money |
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Prices for interactive advertising will
continue to fall during the next six months according to a recent
prognosis by research company Jupiter MMXI. This development is due
to a surplus of advertising space on many websites.
During the last year, prices for online
advertising have fallen by a considerable 30 percent. In June 2000,
advertisers had to pay $25.5 (€30) for 1,000 page impressions; the
current corresponding price is only $17 (€20). Market researchers at
Jupiter MMXI say that European marketers in some cases have only
filled 40% of their advertising space. Advertisers have a dominant
position in the market and thus influence price dynamics. This means
that they increasingly expect prices to be negotiated on the basis
of actual results. In other words, advertisers no longer want to pay
for actual results, such as the number of achieved clicks,
registrations or transactions.
Jupiter MMXI estimates
the surplus of unsold advertising slots on the Internet to represent
a value of between $51 million and $59 million (€60 million
and €70 million) each month.
These numbers put buyers of media space in an ever stronger position
during negotiations.
The study also shows that 25% of traditional
advertisers think that the online medium is still too expensive,
despite falling prices. However, market researchers also emphasise
the fact that lower prices do not necessarily mean lower advertising
expenditures.
For more information go
to:
http://jupitermmxi.com/press/releases/20010523.jsp |
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3. DoubleClick
NewsDesk |
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DoubleClick to buy
MessageMedia, Inc. |
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DoubleClick and MessageMedia,
Inc., the e-mail marketing company, have reached an agreement
on the purchase of MessageMedia. DoubleClick presented a $41 million
(£29,5 million) take-over
offer to the shareholders of MessageMedia. With this purchase,
DoubleClick has further improved its position as the world-wide
market leader in e-mail marketing.
MessageMedia's e-mail marketing system is based
on a variety of e-mail marketing solutions and services, including
the M³Platform, a full-service solution in ASP mode, which in its
software versions has already won awards. M³Platform operates in a
way similar to that of DARTmail or FloNetwork. In the short-term
future, DoubleClick plans to keep the M³Platform; only gradually
will they combine the platform with the DARTmail and FloNetwork
technologies.
MessageMedia currently
has more than 310 customers and sends more than 100 million
e-mails per month. Among their customers are
companies such as Cisco, Columbia House, Fleet Boston Financial and
Starwood Hotels. After the take-over, DoubleClick will send more
than 700 million e-mails per month. According to reports, one of
DoubleClick's main objectives is to leverage both the structures and
the experience MessageMedia has in Europe.
Within only six months,
DoubleClick has made the leap to the top of e-mail marketing providers
by incorporating the recently bought FloNetwork. The success story
is based on DARTmail, the e-mail technology, and FloNetwork's
infrastructure.
For more
information go to:
http://www.doubleclick.net/us/corporate/presskit/press-releases.asp?asp_object_1=&press%5Frelease%5Fid=2522 |
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DoubleClick buys Sabela
Technology Assets |
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In May, DoubleClick announced
it's purchase of the intellectual property assets of Sabela Media,
Inc. from 24/7 Media, Inc. Sydney-based Sabela had been part of
24/7 Media, a direct competitor on the Australian market , since
its acquisition by 24/7 Media in January 2000 for $75 million
(£54 million).
Sabela has been a leading player in Australia in ad serving, tracking
and analysis , and had more than 150 customers at the time of
the purchase. Over time, DoubleClick will offer Sabela Media's
clients the option of migrating to its DART (Dynamic Advertising
Reporting and Targeting) system or its AdServer platform. In the
past two months alone , more than 55 of Sabela's customers have
already migrated to DoubleClick's systems, including BMC Media,
OzEmail and i-level. DoubleClick's DART systems will now generate
almost 5 billion impressions per quarter on behalf of these customers.
For
more information go to:
http://www.doubleclick.net/us/corporate/presskit/press-releases.asp?asp_object_1=&press%5Frelease%5Fid=2525 |
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4. Online Marketing
Know-How |
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E-Marketing: First Steps
Towards a Code of Honour |
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Credibility is at stake. Millions of e-mails
reach customers and Internet users without their consent. As a
result, advertisers' credibility is deteriorating and ad mails are
considered "spam". So it is time to come up with some guidelines and
firm rules about ethical handling of e-mail marketing. Among the
driving forces pursuing these goals are the Engineering Task Force
(ITEF) and national institutions like the Deutsche Multimedia
Verband (DMMV, German Multimedia Association).
As a rule, e-mails are only acceptable if the
addressee expressly asked for them. Transparency is a must when
handling customer data. Responsible e-mail marketing is based
exclusively on processes that include a request and a confirmation,
so-called "confirmed opt-ins". At the same time, recipients have to
be informed in advance and in an understandable manner, with regard
to the amount of their stored information, its purpose and its
further usage.
Commonly accepted recommendations for
e-Marketing as follows:
Each individual company can determine the
design of the opt-in process. After the user has registered with an
e-mail distribution list, he immediately receives an e-mail
confirmation that prompts him to choose one of two options. The
first option is to choose to have his name removed from the list
immediately (single opt-in). The second option is to confirm his
registration by answering the e-mail he just received (double
opt-in). This is a safe way, also legally speaking, to prove that a
newsletter or other e-mail information was actually requested by a
user. Technically speaking, this double opt-in feature does not pose
any additional problems. Most of the modern list servers already
include the feature. Whenever users register with a mailing list,
the process is triggered immediately and automatically.
For
more information go to:
http://www.ietf.org/rfc/rfc3098.txt?number=3098
http://www.werbeformen.de/werbeformen/sonder/a.shtml |
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5. Smalltalk |
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EMS Brings Colour to
SMS |
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EMS brings colour, sound and animation effects
to SMS. EMS means Enhanced Messaging Services and is aimed at
implementing various new features into the text-based SMS. Cell
phone users can now add images, sounds and animation effects to
their texts. Alcatel, Ericsson, Motorola and Siemens are
co-operating in the further development of the new standard. EMS
also means that the new SMS features will work regardless of the
manufacturer of a cell phone. The brand of a particular cell phone
will not be important any longer. The first cell phones with EMS
capabilities will enter the market at the end of June.
For
more information go to:
http://www.heise.de/newsticker/result.xhtml?url=/newsticker/data/dz-29.05.01-000/default.shtml&words=Ems |
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Surfing During Work Time is
Addictive |
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The work just keeps piling up on the office
desks. No wonder! Employees are surfing the Internet again during
their work time! Web@Work asked 800 employees in Great Britain,
Italy, France and Germany about their private Internet usage during
office hours. 90 percent of the people surveyed said that surfing is
addictive and 41 percent (!) admitted that they spend about three of
their weekly work hours on the Internet for private purposes. The
employees use the Web for all kinds of purposes. 52% of the people
surveyed book their vacation during work hours, 42% use the Internet
to improve their knowledge and education, 28% go shopping in virtual
stores. And 27% of the people asked said they follow sports events
on the Web.
Source: e-market |
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For inquiries to DoubleClick or to provide comments to the editors,
please send an e-mail to:
newsletter@doubleclicknews.com
For further information about this newsletter contact Bjorn
Koetz |
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