Maxys Max Media and Entertainment

 New Epsilon CMO Survey Highlights Shift to Digital Marketing;

Decrease in traditional Marketing Budget

Chief Marketing Officers at many of the biggest brands in the nation are seeing a major shift in the marketing landscape. Almost two-thirds (63%) of the 175 marketing executives surveyed see an increase in their spending on interactive/digital marketing while 59% report a decrease in traditional marketing spend. 

Marketing Mix:

CMOs of the biggest brands have been early adopters of new media with social computing and blogs receiving the most interest whereas instant messaging and interactive TV ads were the least popular.

* Social computing (including word of mouth, social networking sites, viral advertising, etc.) was the most popular emerging channel with 42% of marketing executives expressing interest in adding it to their marketing mix.
* Blogs were the second most popular emerging channel: 35% of marketing executives want to pursue blogs and 19% already use blogs
* Almost one-third of CMOs mentioned Podcasting as an area of interest: 31% are interested in adding Podcasting to their marketing mix and 18% already have.
* Mobile devices also elicited interest: 29% are interested in Mobile Devices (Phones/PDAs) and 22% have added them to their marketing mix.

Australian Tourism Campaign Update

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Last week we looked at the new Australian Tourism Ad by Baz Luhrmann 

24,684 views on YouTube/ 31 comments.

Influential American Media "Creativity" website  had this feedback

" we looked at work for Tourism Australia that was produced by Baz Luhrmann, who just happens to be gearing up for his newest movie, an epic love story called "Australia" starring Nicole Kidman and Hugh Jackman. The Australian filmmaker, known for "Romeo + Juliet" and "Moulin Rouge!" teamed up with Australia's tourism board to conceive the spots, which also feature an Aboriginal actor who's in the movie. With both the place and a character in common with the film, we wanted to know how well this campaign sells content and commerce simultaneously. Do these spots make you want to pack off to Australia? How 'bout the movies?

While Rate the Adsters liked the campaign, most—other than the proud Aussie, that is—just couldn't swallow all the magical desert dust. Commenter "AndrewR" says, "I think the insight (need for revival & escape) is interesting, and the truism about the brand (incredibly grand nature & escape) is spot on....What bothers me though is the dark, moody and seemingly one-trick gravitas of it - and the seemingly narrow target audience this will appeal to. To be truly effective it'll need a number of different moods and executions to provide a bigger story and emotional connection with the 'brand' of Australia. I only hope Tourism Australia has deep pockets, because Baz ain't cheap!"

"Grafbob" points to how Tourism Australia might be a wee out of touch with the global economic climate: "I tend to be an American workaholic. The spot did rekindle my memories of discovering the Cascade Mountains nearby. Being mostly broke these days, Australia seems like Mars. ...Given the current economic situation, I feel that it might be a long time before I would be able to get down under."