Confidence in new media is on the rise, according to the American Advertising Federation's AAF Media Investment Survey 2007. Results show a growing inclination among executives to augment traditional media with new media properties and experimentation, and responses indicate that traditional media categories are in serious need of innovation if they are to remain competitive.
A full 87.4% of respondents believe that the pace and scope of innovation in the media landscape inspire creativity, and they are willing to invest their budgets to harness that creativity.
Other findings:
- 73% of respondents reserve 1%-20% of their budget for experimentation and new media properties.
- 12.37% of respondents reserve 21%-40% of their budget for experimentation and new media properties.
- Concerning media planning in 2007, respondents ranked "I am always open to new ways to use traditional media" at 78%, "the right media mix almost always includes a balance of traditional and nontraditional media" at 75.5%, and "the search for new media properties to grow my brand never stops" at 57.7%.
Email is a key point of influence for consumer purchase decisions, according to the Microsoft Digital Advertising Solutions research released in January by Word Of Mouth Marketing Association member company Microsoft. The findings suggest that many of consumers' major decisions are influenced by email conversations with friends and family and point to the medium as a place where marketers can insert messages that might impact consumers during the decision-making process.
Other findings:
- 45% of frequent online users say email is their primary form of communication.
- 66% of male and 81% of female respondents discuss social arrangements (what films, concerts, or events to see or where to eat) via email.
- 41% of men discuss financial services purchases via email.
- 77% of women discuss travel plans via email.
Combining the stats regarding company intention to invest in new media with the information regarding how people use email ought to provide some interesting VBRs for contacting prospects to sponsor our emails newsletters.
