relatively small slice of the hundreds of billions of total marketing dollars that are spent in the United States every year—which raises a nagging question for companies like Covario: Why hasn’t spending on advertising followed the consumers who now spend most of their time online?
Covario CEO Russ Mann suggests that the answer may be generational, and that more advertising dollars will move online as the baby-boomer generation retires from the upper ranks of corporate marketing departments. The Gen-Xers—who grew up with computers, went to college and graduate school during the Internet boom, and use social media today—will assume command of the corporate marketing budget as they get promoted.
When he opened the conference, Mann told the crowd that the industry’s key trend this year is “search-powered marketing,” a concept that integrates search advertising into a company’s overall marketing campaign strategy. Mann explained that search engine marketing is increasingly being tied into other forms of interactive marketing, which means that online TV ads, website display ads, social networking, and even mobile ads all help funnel users to the core business in search-based marketing. “Search is the lead vocals,” Mann said, “and everything else is the band behind it.”
Search marketing already represents the biggest chunk of interactive marketing, according to data presented at
Pages: Page 1, Page 2, Page 3
Author: Bruce V. Bigelow
In Memoriam: Our dear friend Bruce V. Bigelow passed away on June 29, 2018. He was the editor of Xconomy San Diego from 2008 to 2018. Read more about his life and work here.
Bruce Bigelow joined Xconomy from the business desk of the San Diego Union-Tribune. He was a member of the team of reporters who were awarded the 2006 Pulitzer Prize in National Reporting for uncovering bribes paid to San Diego Republican Rep. Randy “Duke” Cunningham in exchange for special legislation earmarks. He also shared a 2006 award for enterprise reporting from the Society of Business Editors and Writers for “In Harm’s Way,” an article about the extraordinary casualty rate among employees working in Iraq for San Diego’s Titan Corp. He has written extensively about the 2002 corporate accounting scandal at software goliath Peregrine Systems. He also was a Gerald Loeb Award finalist and National Headline Award winner for “The Toymaker,” a 14-part chronicle of a San Diego start-up company. He takes special satisfaction, though, that the series was included in the library for nonfiction narrative journalism at the Nieman Foundation for Journalism at Harvard University.
Bigelow graduated from U.C. Berkeley in 1977 with a degree in English Literature and from the Columbia University Graduate School of Journalism in 1979. Before joining the Union-Tribune in 1990, he worked for the Associated Press in Los Angeles and The Kansas City Times.
View all posts by Bruce V. Bigelow