I read with interest a post from FOREM which stated that one of the big real estate players in the US, Century 21, is moving all their media spend to online. Surely this begs the question of how much of the purported £10 million Rightmove marketing spend was channelled for online media? Indeed, how much do all the larger players actually channel towards online advertising. (PPC is not included for the purpose of this post).
I haven't seen any online ads for Rightmove yet. This doesn't mean they are not coming of course and may already be out there (I just haven't seen any), but I get the impression the marketing is aimed more at TV and print. If this is the case then one would have to question this spend and ask why more has not been channeled online. 90% odd start their search online and whilst I wholly agree with the policy of cementing the brand with users (I even commend it), I am at a loss to understand why Rightmove would ignore the space where their brand needs it the most.
The Century 21 move from TV spend to online spend is big news in the States and shows quite clearly where their priorities lie. Indeed, seasoned online advertisers are now chasing the video adverstising market and still Rightmove (and others) do very, very little in terms of online advertising.
Perhaps one of our rightmove readers can comemnt and let us know (broadly speaking) what the marketing mix was, i.e. 30% tv, 60% online, 10% print ?? As a user, it feels like 50% TV, 50% print.