Global ad industry grapples with new spending trends
| Reuters
This is a message from the immediate future for small to medium-sized businesses, too. Big companies are recognizing the power of their own sites and the agility they have in creating content they control, and they’re spending money accordingly. The same can be true for smaller players.
“Technology is enabling companies to communicate in ever more sophisticated ways directly with their customers, while social networks like Facebook and Twitter offer ways for users to multiply the effect of corporate messages.
Chuck Richard, lead analyst at information advisory and research firm Outsell, says companies now spend more than half their online marketing budgets on their own sites. ‘It’s been 50 percent or more for the last three years,’ he says.”