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Recently, the New York Times published a review of the Tesla Model S electric car.
The review, written by a well-known journalist, John Broder, was titled Stalled Out on Tesla's Electric Highway, and as the title suggests, was not favorable to Tesla. According to Tesla CEO Elon Musk, a well-known entrepreneur, Broder's review was, amongst other things, "bogus." Not one to shy away from the spotlight, Musk took to the web to prove he was right.
Marketers, you are not normal.
You may think you know what the average consumer wants, but the reality is that you do not have normal internet habits, you do not shop like the average consumer does and you do not have average social media knowledge. You cannot be a focus group.
This is the message that ExactTarget is attempting to get out in their new report, Marketers From Mars, which compares marketers' use of email, social media and other channels against that of consumers - and is something Econsultancy has raised before as being an issue within the industry.
Brands will have to work extra hard this year in order to win over consumers, and the key to doing this will be demonstrating everyday usefulness, authenticity and corporate ethics.
From the continued impact of the GFC to the effect of technology on the path-to-purchase to the challenge of big data, marketers and brands have a lot on their plate in 2013.
Thanks to the 'trackability' of digital media and the rise of Big Data, more and more companies are hoping that decisions they once made on gut instinct or educated guesstimates can and will be made on hard data.
Which, in theory, is a good thing: data-driven decisions should enable businesses to understand the dynamics in their market and use that knowledge to better serve their customers.
The recent State of Digital in Australia 2013 report, produced by Econsultancy and Marketing Magazine, has revealed some interesting stats around the use of offline and online marketing channels and highlights which online channels marketers are planning to spend the big dollars on this year.
Notably, the report also shows how companies are planning to dedicate more of their budget and time towards digital.
Findings from Econsultancy’s annual State of Digital Marketing in Australia report has revealed that the digital skills and knowledge gap is still very present in Australia, with a quarter of respondents saying knowledge of digital within their organisations is “poor” to “very poor”.
Produced in association with Marketing Magazine, the report highlighted the existing barriers and issues facing Australian marketers today.
In particular, it brought to light the problem marketers are having developing the necessary skills needed to maintain an all-round knowledge of each digital offering, due to the fast-paced nature of the industry.
Is social media, and the data it produces, overvalued? As companies continue to struggle the ROI from their social initiatives, some are starting to suggest that social's impact might have been overestimated.
But social media proponents say not so fast: social media is the digital channel for word-of-mouth, and although word-of-mouth has historically been hard to quantify, its importance is rarely questioned. Which raises an interesting question: instead of talking about social media, should we be talking about word-of-mouth?
Australians already spend a large percentage of their time online, interacting on social media and spending on online shopping, but these figures are set to grow even further in the next few years, highlighting yet again the importance of having a working mobile website.
A new report by IBISWorld looks at how the average Australian spends their leisure time, attempting to predict how this will change by 2025, and everything points to the internet becoming even more entrenched in our everyday lives.
Not only will we be using the internet more, but we will be using it constantly on the go - at the gym, on the train, from our beds and even, at our kids soccer games.
Investment in digital remains high, alongside an increased focus on measurement, attribution and channel accountability.
Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.
And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.
From social media sentiment analysis to digital ad buying, faster is increasingly seen as better, or at least necessary.
So it's no surprise that the ability to generate lots of data and analyze it rapidly is changing the way products and services are sold.
Despite the fact that real-time bidding is a complex and sometimes confusing space, media buyers and sellers alike continue to flock to RTBs, a trend that experts don't believe will end any time soon.
Real-time bidding, of course, isn't the end-all and be-all of digital advertising, and there are numerous areas for concern.
But is the entire model for how ads are bought and sold via RTBs broken?