IC-Agency - Your 6th sense online InsightOut. IC-Agency Blog

Canadian Marketing Budgets are Being Spent Online

(by Lucas Roze)

Based on a panel of 270 senior Canadian marketing executives that have been surveyed for 3 running years about marketing budgets, the consensus is that budgets are rising and the communication vessel of choice is becoming the Internet. Compared to last years first quarter, spending online has increased one percent in 2006 (+4%). This occurrence is directly related to strong growth in 2005. Furthermore, the spending forecast is expected to increase at an even faster rate in the years to come.

The indicator/survey was introduced 3 years ago by the Institute of Communication and Advertising (ICA, no relation to us!) conducted by NTC Research, to ultimately measure overall business health in Canada. Canadians are becoming much more technologically inclined by cutting the traditional phones by replacing them with a cellular, or upgrading to a high speed Internet connection leading them to be more dependant of the Internet. This paves the way for new wave marketing strategies and adaptability by companies.

However, the real question is, what are these companies looking for? How can companies tap into this pool of resource while competing with the Google, Yahoo, and Microsoft giants? The answer lies with innovation and originality.

Take for example the all too famous Adwords by Google. By using textual ad placement on the most used search engine and Google AdSense which “is a fast and easy way for website publishers of all sizes to display relevant Google ads on their website's content pages and earn money.”(source: https://www.google.com/adsense/) they seem to have cornered the market. Not true, because of the rigidness and rules set by the all seeing eye of Google, many clients are left feeling unfulfilled and powerless to the ads that are displaying on their site. Enter Ads-Click from Switzerland. This young company saw the problems within Adwords and offers a solution to manage all ads being displayed on their site (which are profit yielding). Furthermore, they offer options to post Adwords or other textual ads if a dry spell were to occur.

Originality and innovation will drive business away from the giants, but herein lies the sharpness of your networking skills to lure interest your way and generate buzz on your company. Canadians have a long history of adaptability. Take for example the dramatic weather patterns that we feel yearly. This makes change a regular occurrence in daily life. This is recognized by marketing executive and thus advertising is concentrated towards less conventional methods for results. With advertising on the rise in Canada, the future will only tell to what importance the Internet will play in the media communication world.

By IC-Academy | May 17, 2006 | E-Advertising

The comments to this entry are closed.


TrackBack URL for this entry:

Listed below are links to weblogs that reference Canadian Marketing Budgets are Being Spent Online:

Subscribe to InsightOut.
InsightOut is IC-Agency’s interactive think tank. It is animated by our team in Canada.

Contact Us

Latest Posts
Audemars Piguet and IC-Agency rewarded in Paris
The Challenges of Exclusivity and Social Media
Mobile Marketing for Luxury Watch Brands in Action
Effectively Working Search and Social Media
Your Brand Up for Auction on Google in Europe

Latest Comments
Faye from Hong Kong on Boucheron and e-commerce
The Professionel on Luxury, the Internet and the Buying Process
WS Mike on The Innovation Risk
David on AOL Leaks Info on Google
Marc-O. on Power and the Internet

Competitive Monitoring
Demand Analysis
Domain Names
IC-Agency Events
Luxury Watch Special
News & Trends
Our Pick
Perception Analysis
Search Engine Optimization
Search Engine Protection
Sectorial Analysis
Sponsored Links
Strategic Consulting

December 2010
November 2010
June 2010
March 2010
January 2010
October 2009
July 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
April 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006

Flavio Quaranta
Associate Partner, Bathurst
Jonathan Tower
Internet Marketing Specialist

Books we reccommend
John Battelle: The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture John Battelle / The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

Blogs we read
Stephen's Web
Om Malik
John Battelle

Some Rights Reserved