Ottaway Communication, Inc.

Our goal is to help you market your products and services as effectively as possible and as efficiently as possible. In a fragmented media marketplace this is difficult. So, in this newsletter, we’re going to give you the bottom-line basics. Here goes:

RULE #1: All marketing today begins with a website that positively reflects on your business. It’s easy to navigate, full of information and well laid out.

RULE #2: Your website must be optimized for search engine indexing so that it gets a high PageRank on Google, Bing and Yahoo.

RULE #3: You should create a media plan that will be appropriate for your business category. This is a plan that integrates the mediums that will most effectively influence your target audience.

RULE # 4: Your campaigns should all be consistent and compliment each other regardless of medium used.

RULE # 5: High-level tracking should be implemented wherever possible to measure response to the metrics that you deem valuable.

Sadly, not all advertisers and agencies are knowledgeable in pursing the above rules. Not following them will lead to wasteful spending and, worse yet, the failure to know what is wrong and what is not working. Most importantly: digital marketing, traditional marketing, blimp marketing…it doesn’t matter, if your brand equity is low you’ve got to react accordingly. There are no shortcuts to building brand equity.

MORE FREE MARKETING INFORMATION

Traditional Media

1.BROADCAST TELEVISION: The audiences of #1 rated shows are getting older. In the 2009-2010 season it was 57.4 years. In the 2001–2002 season it was 37.6 years old. Source: Nielsen Co.

2.WHERE DO AMERICANS GET THEIR NEWS? For national and international news, 41% said that they got it online, while 40% said that they read newspapers in print or online at least three times a week, down from 52% in 2006. Interestingly, cable news viewership was down 14% last year, the first time since the Project for Excellence in Journalism has been keeping records.

Digital Media

1.INTERACTIVE AD SPENDING–DETROIT 2010: $ 802,140,000. This estimate from Borrell Associates, Inc. and is comprised of $ 555,600,000 by national advertisers and $ 246,540,000 by local advertisers.

2.FACEBOOK EVERY 60 SECONDS: Users send 230,000 messages, write 80,000 wall posts, tag 65,000 photos and share 50,000 links…every 60 seconds. Complied by Leah Fabel, Fast Company magazine.

3.“ANALYTICS”: Now be honest. That wasn’t part of the goals of the CEO or CMO just a few years ago, but today it should be. What is it? The tracking of data, both quantitative and qualitative, about your business and marketing campaigns. It completes the dots. It gives you the full picture. It’s the real bottom line.

4.GOOGLE “+1”: This is brand new and this is important. Google is reacting to the “Like” button on Facebook pages with “+1” which is their own equivalent. If it is adopted by Google users, it will be important to you in marketing your business, and in improving your “pagerank” on Google. Google is in the process of releasing full details to web developers at this writing. Our staff is awaiting the email so we can embed it on our client’s websites.

If you would like us to evaluate your marketing plan, please call us at (248) 637-4600. We have been on the cutting edge of the new marketing trends for over 10 years now. Our Google Certified Partner status assures you of our commitment to quality and excellence. Our long list of satisfied clients will provide plenty of references to our valuable work and sterling service. We look forward to hearing from you.