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The Laidlaw Group

Social Media Spending Is Going to Explode

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Social Media Integration at Boston’s Laidlaw Group

For the last three years, we have focused on integrating social media platforms into our clients marketing communications programs. The social media channels have produced a substantial increase in brand awareness for our clients. This recent article from Ad Age Digital is worth a read.

Facebook is prepping for a massive IPO, Twitter is focusing its business exclusively on advertising and nearly three-fifths of digital decision-makers polled last fall said they plan to boost their social media ad spend over the next 12 months.

In an Advertiser Perceptions semiannual survey of nearly 1,200 people involved in deciding how ad dollars are spent digitally, 59% of respondents said they would increase social-media-ad spending in the next 12 months, compared with just 4% who said they would decrease spending on social platforms.

The survey also found that, on average, social media advertising will make up about 27% of digital budgets over the next 12 months, compared with 22% in the previous 12 months. No other digital category — including ad networks/exchanges, media companies, demand-side platforms, portals and agency-trading desks — expect to see in-budget share gains over the next 12 months.

About 60% of respondents work for agencies and 40% for brands, covering the Ad Age Top 100 advertisers in the process.

“The one area that marketers were more bullish on than agencies is social,” said Randy Cohen, co-founder and president of Advertiser Perceptions, which is expected to release the full results Tuesday afternoon.

Agency-trading desks, which handle bulk-audience buying on behalf of clients, was the only digital category in which respondents said they would decrease rather than increase spending over the next 12 months. Sixteen percent of respondents said they plan to reduce trading-desk outlays; 15% said they would raise them.

One strong caveat: The results indicate what decision-makers intend to do about allocating ad dollars. Results and other factors will ultimately determine what they actually spend, and Mr. Cohen said that while marketers feel they should be spending on social platforms, they are doing so without clear insights as to why. “From a results perspective … I think the jury is still out,” he said.

But what it does mean, if you’re in the business of selling social, is that the doors are open and, in many cases, the checkbooks are out.

The leading digital advertisers believe that half of their budgets in the next 12 months will be spent on brand-focused advertising. That number was just 25% or 30% three or four years ago, Mr. Cohen said.

 

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Happy New Year from Laidlaw!

As 2011 draws to an end, Laidlaw Group takes time to reflect on the milestones of the past year and is poised to move onward into 2012. The year was filled with growth for Laidlaw. Our concentration on branding integration has allowed us to rise to the next level of integrated communications in social and mobile.

Our ability to create great work goes hand in hand with the company we keep. The Laidlaw team thrives on the ability to work together toward a common vision and we understand that teamwork directs individual accomplishments toward organizational objectives. It fuels ordinary people to attain extraordinary results and sits at the core of Laidlaw’s work ethic.

The story reads the same for our clients who surround us. The freedom our clients give us allows the creation of exceptional work and results in the reward of mutual respect and trust. We are lucky to have clients that are as passionate about what they do as we are about what we do. We would like to thank all of our clients for their continued respect and teamwork!

With 2012 in our sights we are eager to move forward and flourish as a fully integrated marketing communications company. With the latest introduction of our web based mobile app we have expanded the scope of our business and now offer our clients the ability to provide access to their customers 24/7. Full integration of our client’s brand and vision, across all platforms and media, has been the drive at Laidlaw Group from the very beginning. It is the fuel that heats up the excitement of achievement and 2012 looks like a hot one.

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Laidlaw Group Develops Proprietary Mobile Platform

Laidlaw Group Creates Web-Based Mobile Platform

It’s a mobile revolution at Laidlaw Group. In today’s smartphone, iPad-crazed world (according to PCMag.com, over 4 million iPhone 4S devices were sold during the phone’s launch weekend), we at Laidlaw know that mobile platforms and apps are a must to take our clients to the next level of their marketing/communications programs. Consumers want what they want, when they want it, in the palm of their hand, at the touch of a button. In fact, research shows that today, more people are accessing information from handheld devices than from their desktops.

With Laidlaw Group’s first web-based mobile platform, we’re taking clients front and center to their target audiences. Our proprietary platform can be customized to meet a range of client needs, from connecting customers to Google Maps for directions, providing instant ticket purchasing capabilities, offering access to dinner reservations and instant couponing. Our clients have immediate access to their customers 24/7.

Laidlaw Group Principal Cindy Laidlaw says, “We’ve been working on this for over a year, and every minute we put into its development was worth it.”

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We Can See the Future

Back in June, we ran a blog post discussing mobile web as the new frontier. At the time, we realized this new media was to become a revolutionary source for increasing brand awareness and brand strength and recognized the incredible opportunity to apply our capabilities in this growing medium to benefit our clients. Fast-forward to today, and we have five mobile websites under development. According to a recent article which appeared on Digital Pivot, our strategic direction, months ahead of the curve, was confirmed.

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Posted by The Laidlaw Group   |   December 7th, 2010

in Mobile Web  |  Tags: ,