Integrated Marketing Technology, Inc.

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Integrated Marketing Technology, Inc.

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01/14/2022

The New York Times acquiring The Athletic for $550 million shows the power of digital subscriptions, high audience engagement, and a strong subscription culture for today’s media environment. The days of growing ad revenue by expanding eyeballs on web pages is simplistic and largely obsolete. Since Trump left office, engagement, and thus revenue, for news content is down significantly. Engagement for sports content is typically strong at all times, and growing, or the NYT wouldn’t have paid so much for The Athletic. This is a great read if you want to know that leverage is alive and well in the media space today – IF you hit on the right audience, editorial formula and business strategy.

In light of declining engagement due to pandemic news burnout and Trump’s White House departure, news publishers are ravenous for growth. To satisfy their hunger, major players are merging with or acquiring other media outlets. But the trend may be indicative of a larger-scale shift toward bundled...

11/11/2021

In April of this year Apple rolled out a much discussed new privacy update. The changes were expected to have a big impact on brand advertising and audience development. Facebook, YouTube and Twitter have already experienced a $10 billion dollar drop in revenue in this period.

The net result of this privacy update is that marketers will need to cast a wider net in their segmentation strategy to acquire new prospects and customers.

We will keep you updated as this unfolds.

Apple introduced a privacy change for iPhones in April that forces apps to ask users' permission before tracking them for advertising purposes.

10/27/2021

Facebook has provided social media marketers with highly targeted audiences over the years, due to its trove of user data and the algorithms used to monetize it. Facebook has been a key media buy for most companies as a result. But Facebook is now coming under increasing criticism for putting profits above all else with the divisive release of “The Facebook Papers.”

Beyond the pressure these documents put on Facebook for its focus to-date on profits over social good, the documents show the power of the data collected by Facebook, and how it has been used to destabilize democratic societies worldwide by amplifying user’s negative emotions about key issues.

A destabilized Facebook can also destabilize the revenue streams of its advertisers. They must proactively find alternative sources of revenue now and get in front of all the potential changes coming to Facebook, changes that may spell an end to its effectiveness as an audience partner.

The release of "The Facebook Papers" is a huge black eye for the social media company, one that could lead to even more calls from regulators and politicians in Washington to break up Facebook.

10/13/2021

The magazine publishing business has changed significantly over the past decade. Print revenue has declined while digital revenue has grown. This transaction, where Barry Diller’s IAC is acquiring Meredith Corp. for $2.7 billion, shows the importance of digital assets. IAC wants to scale up the size of its digital audience in order to challenge Google and Facebook for advertising revenue. And with this acquisition, it does! At least for some audience segments like Home, Food, and Health where the combined audience for both companies is quite large.

This acquisition leaves Hearst as the largest remaining legacy publisher and, like IAC, they are heavily invested in digital advertising and audience building. The publishing industry has undergone a major transformation, but marketing is still marketing and a quality audience is more important than ever. Building a quality audience requires compelling and well-done content. This is a timeless requirement no matter how the audience is reached and nurtured.

The sale of Meredith Corp. to Barry Diller's InterActive Corp. will go down as one of the fastest and most spectacular turnarounds in magazine-industry history. Meredith's titles will be rolled into IAC's Dotdash digital publishing unit.

Address

2269 Chestnut St., #992
San Francisco, CA
94123

Website

http://www.imtnetwork.com/

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