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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

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