Why pick “The New Media Landscape” as the theme?
This fall, Warrillow commissioned "Outlook 2008", a survey of 147 large-enterprise marketers targeting the small business market.
We asked respondents which marketing mediums they were planning to use to target the small business market in 2008:
- 50% of respondents expect to spend more on Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
- 49% expect to spend more on email marketing
- 41% expect to use webinars
- 33% expect to spend more on Internet display advertising
- 26% expect to invest in blogs
- While 15% of respondents expect to spend less than they did last year on direct mail
Smart small business marketers are leveraging new media: In just the past nine months, small business market leaders American Express OPEN, AT&T and Bank of America all launched online communities for small business.
Old media is responding in a desperate battle to salvage their businesses: newspaper and magazine publishers, TV broadcasters and radio programmers are all blurring the lines between advertising and editorial like never before, and creating unique opportunities for marketers to insert their message in contextually relevant environments.
Take, for example, Inc. and Fast Company Magazines (owned by Mansueto Ventures). In the year 2000, Inc. and Fast Company reportedly delivered a combined operating profit of $34 million dollars driven by advertising pages of 1,735 and 2,126 respectively. Over the next five years, their business began to collapse. The bubble burst and advertisers fell in love with the measurability of Search Engine Marketing. The nadir for Mansueto came in January 2006, when Inc. reported advertising pages sold for the previous year had dropped to 817 and Fast Company’s had tumbled to just 477 pages.
But Mansueto is in the midst of remaking their business in a new media world. On March 5, 2007, Inc. announced a $10 million expansion of their online division and created Mansueto Digital. At the centerpiece of this new division is Incbiznet.com, an online community for small businesses. Major small business advertisers using the beta version of the site include Comcast, Dell and Google. The site will go from beta to full launch in 2008.
As a marketer targeting small business, this disruption of the media landscape is causing change and opportunity. That’s why we are dedicating the 2008 Warrillow Summit to helping our members understand and profit from the new media landscape for reaching small businesses.
The New Media Landscape: How to reach the SMB market during a time when social networks are blossoming,
communities are king, the arms race for search terms is raging, and hungry old media outlets...
The Warrillow Summit is the annual gathering of members of the Warrillow Subscriber Network; it brings together the
“who’s who” of the small business marketing community.
In order to maximize the learning and networking experience of our members, the 2008 Warrillow Summit is strictly limited to the first 500 delegates.
The Warrillow Summit has, and will again in 2008, sell out.
Register Now to secure your spot.
