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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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Social Media in the Classroom

Social Media in the Classroom
For all of our clients, social media plays a critical role in establishing and strengthening brand identity as well as offering an invaluable connection to potential customers, partners and the world at large. Combined with our advertising, marketing, graphic design, web development, public relations and Search Engine Optimization (SEO) experience, Laidlaw Group understands the ever-increasing value of a comprehensive Social Influence Marketing (SIM) program, integrating Facebook, Twitter, blogs and more to benefit our clients and differentiate them in the marketplace.

In a recent article on ScienceBlogs, John Dupuis, head of the Steacie Science and Engineering Library at York University in Ontario, discusses his similar views on the impressive influence of social media and how colleges and universities have begun adding these components in the classroom environment.

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Newest Laidlaw Client is Designer Brand Object Lust

Fulfulling Style Cravings with New Laidlaw Group Client Object Lust
Laidlaw Group is launching the new brand, Object Lust, through Social Influence Marketing, a blog and new website. “I love the name and the concept,” says Cindy Laidlaw, Principal of Laidlaw Group, “It’s brilliant.”

Both are the idea of interior designer Susan Schaub. Through Object Lust, Susan is making it possible for consumers to purchase that special something they see in a home design magazine or at a design center. The best of the best home furnishings, accessories, antiques, art and furniture are just a click away.

“Object Lust is perfect for the customer who knows what they want, having seen it in a magazine or in a showroom, and they don’t want to hire a designer and sign a contract in order to get it,” says Susan. “Until now, the only way to purchase these items was through a designer – Object Lust is here to simplify the process.”

Laidlaw Group has substantial experience in the interior design space having launched the brands of many of the most highly respected firms in New England. We are currently designing the Object Lust website and building the components of their Social Influence Marketing program and blog.

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