According to a new Marin Software study, conducted by Forrester Research, marketers are using online advertising to drive revenue outcomes, but face challenges without ample visibility into key performance metrics. The study suggests that advanced ad management programs can help advertisers scale ad programs, enable insight into data, offload operational headaches and improve program performance.
Key findings of the study show that advertisers value online advertising because it’s flexible, targetable and drives immediate revenue outcomes. 83% of respondents are already held accountable for revenue outcomes; 79% say that driving revenue is a primary objective for online initiatives. 74% look to technology to ameliorate problems.
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Mobile ad spending around the world more than doubled last year, eMarketer estimates, and though growth will moderate this year, double-digit increases in mobile ad spending will continue in coming years as outlays approach $37 billion by 2016.
In 2012, mobile spending was at $8.41 billion, according to eMarketer’s forecast—up from just over $4 billion the year before and $2.34 billion in 2010. eMarketer’s estimates of worldwide mobile ad spending include dollars going toward display and search advertising only, and exclude spending on messaging-based formats. Spending on tablets is also included.
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Results from an Econsultancy survey released in February, conducted in partnership with the Email Experience Council of the DMA, and reported by Marketing Charts, show that 55% of client side marketers are using lead source to personalize/segment their mailings, while 53% are using demographic data. And, although only 49% currently personalize emails based on behavior, including recent purchase, time on site, and pages viewed, almost one-quarter plan to do so in the near future. By contrast, the proportion who already factor in business information is roughly equal to those who have no plans to do so (46% vs. 45%).
Direct Marketing News
Technology has paved the way for the emergence of global consumers, and marketers are becoming more intuitive, more inventive and more aggressive about using a mash-up of direct marketing tactics to cultivate them. It’s a complex challenge due to factors including the disparate commerce and privacy regulations, access to technology, the mass of data available, consumer habits and cultural distinctions around the world, as well as the still-shaky global economy and consumer confidence.