Ladies and gentlemen of the jury, I implore you to identify the signs – the signs that are all around us. Some say that the Internet is still years away from competing for major ad dollars with other entertainment and news mediums. I say – wrong! It’s already happening.

Exibit A – The Old Buy the New. In a recent Online Media Daily article “Traditional Agencies Courting Web Shops” by Wendy Davis, she points out how the purchase of Moxie by Zenith Media marks the third time this summer that a traditional shop snagged an interactive agency. I know this has been going on since the dotcom era, but now more and more agencies are catching on to the inevitable. Even they now have to admit – things are changing! As companies shift more and more of their budgets to online, and expect their AOR to offer online capabilities, the traditional agency needs to catch up quickly. Buying an already established interactive agency is the easiest way to get there.

What happened to the theory that the Internet was just a fad? It’s unfortunate that this passé comment is still lingering around, but I’m sure those that thought that are now the first to admit that it’s here to stay. The Internet has evolved so drastically over the past decade that everyone keeps looking to the future. You may hear, “Oh, just wait another five years and you’ll see”. Some call it Web 2.0. If this is Web 2.0, what will Web 5.0 be like? That’s my point. Everyone is so focused on the past and the future that the present is going unnoticed. Ad spending just keeps going up, and consumer-controlled devices keep increasing as well. The truth of the matter is that the future is now. Look around at the new web, the new marketing economy, it’s glorious.

This evidence shines brightly on the path that lies ahead for the Internet. This is the first in a three-part Blog series that will build a case for The New Marketing Economy. Check back soon for Exibit B as the plot thickens.

Posted by Nick Bartolomeo at 09:10 AM
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It's hard not to point out the great things that movie companies are doing on the web. Take a look at the latest movie Snakes On A Plane. They have created a great viral marketing strategy.

When I first heard this title, I thought to myself, what's next - Spiders On A Train, Cockroaches On A Subway, Keanu Reeves On A Bus? - well, that was already done. This new campy movie released by New Line has been getting mixed reviews. Basically because New Line did not release it for critics reviews. This is a big no-no in the industry, and is a marketing strategy usually saved for really bad movies trying to deceive the audience into purchasing tickets. I can't say I agree with this tactic. However, they have done such a great job creating a buzz around this movie that you can hardly argue with them.

If you get a moment in your busy schedule, you have to visit the site. You can have Samuel L. Jackson himself call a friend. This is the sort of thing that you can't help but try out and wind up getting creative with. By having differnet parameters set up, you can tailor a message and have Mace Windu leave you a message. Actually, he sounds more like Jules from Pulp Fiction in the call.

There isn't much more to the site, but they do link to sites created by fans which is another nice touch to the viral piece. Oh, and of course they have a myspace page, but who doesn't include that these days.

I'm not sure how this movie will turn out, but I'm not here to critique the film - just the marketing. In this case, I give it two snakes up.

Posted by Nick Bartolomeo at 11:02 AM
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The evolution of the web is forcing marketers, and agencies, to evolve. Some don't like this, others couldn't wait for it to happen. The same old, same old, doesn't cut it anymore. Sure you can do it, but you may as well sit and watch your marketshare tick away. So what does the New Agency look like? Glad you asked.

The New Agency thinks differently than any other type of marketing or communications firm, yet its foundation is deep rooted in the best parts of each. It develops award-winning concepts like the best Ad Agency, embraces new mediums and technologies like the most progressive Interactive Marketing Agency, is laser focused on ROI like the most skilled Direct Marketing Firm, physically transforms client visions into tangible products with the precision of a seasoned Application Development Firm, and can break through the clutter and get attention like the most talented PR Firm.

In addition to this essential foundation, it understands how each of these areas work best together, and where they actually work against each other. It's not afraid to do something different, to stand out, and try new things. It demands benchmarks and historical data, rather than avoiding them. It conjoins sales and marketing with tightly integrated CRM solutions.

There's so much more than this, and marketing is so much more complicated now. Marketing is so much more important now.

Posted by Anthony Campisi at 08:35 AM
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