Today I was doing research on what the landscape is going to be for digital marketing/advertising for the next year or so. With being in the industry for such a long time and knowing what clients want; I wanted to make sure my assumptions were supported.
I found a great article on Ad Age: http://brandedcontent.adage.com/mic/emarketer/ that supports what trends I am seeing.
The Trends I See In Marketing and Digital Media:
1. Overall marketing spending will be down- that is a given
2. Traditional media will feel the brunt of the cutbacks due to the tracking ability of digital media.
3. When they pull back the money from traditional, they will expect more from them in return when they do give them money in future buys. For example, CPL buys instead of CPM buys like they used to get for print.
4. Display and Search will grow, but Search will grow at a higher rate than Display
5. Advertisers that run Display campaigns will expect a certain ROI on their campaigns due to the precedent that Google and other Search campaigns have set.
In summary, it will be a tough year due to the cutbacks but if you design a campaign that is targeted to the online consumer that your client wants and you keep optimizing it on a regular basis you will have a long-time customer.
If you have found any additional articles that pertain to this topic, please let me know.
Thanks,
Ruthie
Tuesday, June 9, 2009
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