MAM
Online advertising in the US will reach $11 billion this year
MUMBAI: The internet in the US is increasingly becoming a useful platform for marketers to reach consumers. eMarketer reports that while paid search advertising will grow 22.5 per cent in 2005, spending on non-search advertising, including rich media, online display ads and sponsorships, will rise by 20 per cent.
In total, online advertising will reach $11.3 billion in 2005. Ford’s Lincoln Mercury division is putting 25 per cent of its 2005 marketing budget online, and Vonage spends over 50 per cent of its marketing dollars on the Internet. In order to help companies understand better how they can leverage the online medium as an advertising and marketing tool Strategic Research Institute and eMarketer will conduct the eMarketing 2005 forum in Orlando, Florida on 19 and 20 May 2005.
At the forum companies representing a wide variety of categories will seek to advance their online marketing strategies. They include GlaxoSmithKline, Johnson & Johnson, Toyota Motor Sales, Hewlett Packard and AOL Media Works. The forum will uncover the latest trends and techniques in online marketing strategies.
In the sesion titled The Big Picture eMarketer CEO Geoffrey Ramsey will cut through the hype, misinformation and contradictory research data to provide a big picture view of where online marketing is today, and where it’s going in the near future. Drawing upon aggregated data from dozens of leading research firms, and pulling no punches, Geoffrey will walk attendees the stats and trends you need to know, including online demographics and usage patterns, Internet shopping and buying, the growing adoption of broadband and wireless technologies and the Internet’s unique and increasingly powerful role in the marketing mix.
Hewlett-Packard VP Interactive Communications – Global Brand Advertising Mary Bermel will deliver another keynote address. When the consumer is in charge how do marketers seize new opportunities in online marketing. New technologies clearly pose increased challenges to marketers. The “digital revolution” demands increased creativity in connecting with customers. Bermel will dwell on how brands are discovering new tools and strategies to come closer to their customers.
The Internet has heightened choices for the customer and has empowered them with lots of new choices. The challnge for marketers is keeping up with the new demands on product choices, retail options, marketing and media preferences and brand-building.
Another session will predict online ad spending growth, overall and by the specific ad format. It will look at the strategies and techniques that successful advertisers using to fully exploit the interactive channel as well as the mistakes they are avoiding.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
