Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more
A recent study AudienceScience commissioned with Forrester Consulting revealed what we've seen firsthand over the last few years— marketers are seeing the power of audience targeting and display for two of their critical campaign objectives: a direct response channel AND as a branding channel.
77% of marketers surveyed for this study currently use or plan to use audience targeting. In fact, 42% of marketers surveyed planning to begin or increase usage of audience targeting cited the ability to reach targeted consumers as a key driving factor in their decision making, and 32% cited the fact that they simply get better results than with other forms of targeting; other factors noted were scalability, cost savings, data quality and accuracy.
According to Forrester Consulting's Online Advertising and Classifieds Model, "US Interactive Marketing Forecast, 2009 to 2014," spending on display advertising overall is expected to double from $8.4 billion in 2010 to close to $17 billion in 2014. Top marketers already recognize the value of this growth as a contributing factor to future sales projections and are positioning themselves to be market leaders in their product categories.
JP Morgan recently stated that consumers spend about 38% of their time online, but marketers are only spending 8%... Read more
Word of mouth marketing rests on the premise that certain individuals can influence others. Marketers and Malcolm Gladwell have long sought to identify either confirmed influencers or the characteristics that predict which individuals in any given population segment or market niche are likely to sway their fellows. It's still a moving target.
Classically "influencers" leverage experience or expertise, authority, social or commercial position, powers of observation or articulation or proximity to source data establish baseline credibility which can then be built, enhanced or extended by circulating opinions via a personal network or by access to media. We are influenced by Peter Greenberg on the TODAY Show, the Gadget Guy, Dr Oz, Oprah, The Gawker, Scoble, Kawasaki and the next-door neighbor who is a camera, home theater or music fanatic.
Theoretically influencers create brand awareness and convert that awareness into brand preference and purchase intent. In some cases, influences drive customers directly to buy. The intensity and credibility of their messages correlate – in theory -- with the business result. The trick then, for marketers, is to capture the influencers with the most mojo with their target audiences and use these people to drive most cost-efficient sales In politics, the influencers sell ideas... Read more