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New Study Finds Shift In Advertising Dollars in 2010

Old Media Losing Ground to New Media and Custom Content

Web 2.0 Journal

A new study released today by King Fish Media finds that a structural change in the world of media is driving marketers to rethink the business of reaching customers and prospects. The King Fish Media 2009 Survey on Marketing, Media and Measurement, conducted in partnership with HubSpot, Junta42 and the Upshot Institute, reveals that where traditional advertising was once a foregone conclusion and a focal point of all marketing efforts, companies are now revising old formulas and creating new ones. Above all, their ability to use new media channels to reach audiences directly and to measure the value of their response and interaction is advancing a trend: companies are abandoning other's media platforms in favor of creating their own original channels and content. To download the complete King Fish Media 2009 Survey on Marketing, Media and Measurement ebook, visit www.kingfishmedia.com/2009research.

"Marketers have been aware of the effectiveness of building relationships and trust with content since long before the Internet," said Gordon Plutsky, Director of Marketing and Research, King Fish. "Technological change has rapidly increased media channel options and the patterns of information consumption among consumers. More and more marketers are abandoning old media -- and traditional advertising -- to venture out on their own with original content."

Among the key findings of the King Fish Media 2009 Survey on Marketing, Media and Measurement:

  • 86% of respondents' companies are currently creating or plan to create original content for their customers and prospects in the coming year.
  • 81% believe that brands and companies can create content that is as engaging and informative as content created by media companies.
  • 74% feel that original content and media are most effective for generating marketing ROI.
  • 70% are spending more today to reach customers and prospects directly with branded content than they did three years ago.

Methodology

The survey was created by King Fish Media and hosted online from June 15, 2009 to August 25, 2009. King Fish Media and its three co-sponsors -- Hubspot, Junta42 and the Upshot Institute -- attracted participants through a number of different media, including newsletter blasts, multiple blog posts, twitter, Facebook, LinkedIn and personal email invitations. The survey was completed by 230 respondents primarily split between corporate management and marketing/sales management.

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