Mobile computing isn’t that “mobile.” About 70% of tablets aren’t linked to a cellular data plan, and a recent study by AOL found that 68% of time spent on smartphones occurred in people’s homes. If you think about it, the mobile revolution arguably started in 2008, when laptops outsold desktop PCs in the U.S. for the first time. For marketers, though, there’s a big difference between mobile advertising and the desktop kind.
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Technology allows marketers to gather immense amounts of data, gain insights, and leverage information to make informed decisions as they craft and optimize campaigns. That, in turn, can boost their credibility among C-level peers, but it also leads to the question: Does the need to deliver return on investment (ROI) trump creativity? Let’s take a look.
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With fears of another economic dip in the coming months, it looks like marketers will once again be put to the test in 2012. But it’s not all bad news. ZenithOptimedia predicts major media U.S. ad spending will grow 3.5% next year. Naturally, that modest increase is going to be managed to the penny, with analytics tools and other types of technology working side-by-side to stretch budgets farther in marketing offices everywhere. “We are getting closer to a world as envisioned in the movie ‘Minority Report’ than most consumers could even imagine,” says Scott Morgan, president of marketing agency Brunner. So what does the new year have in store for cruising toward that vision? Following are 10 trends that will shape marketing in 2012.
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In my post last week, The 91%: Occupy Madison Avenue, I offered up a particular perspective on the unflattering findings from the recent CMO Council study stating that traditional agencies have failed to evolve to requisite levels of digital marketing proficiency. I pointed out that, while that certainly may be the case with some agencies, many marketers have not evolved to digital proficiency, either.
Going further, I postulated that the dissatisfaction marketers expressed through the study is due in some measure to shared deficiencies. In other words, it’s hard for an agency to be better than its client enables it to be–just as it’s difficult, frustrating and costly for a client to have to wait for an agency to step up to the digital plate.
Big Data is a popular term today that references the huge volumes of business and consumer data being collected and stored by organizations, which cannot be effectively data mined due to the limitations of commonly used software tools that capture, manage, or process the data. While first diagnosed in the science, government, healthcare and military industries, the vast volumes of consumer data being produced through social technologies has landed this reality – and this problem – on the desks of CMOs globally.
Not only is data being produced at lighting speeds, the devices used to produce, broadcast, measure, store and share that data are on the rise, which then fuels further content generation. The cycle is creating a Big Data cyclone that organizations will continue to struggle with.
The world’s technological per capita capacity to store information has doubled every 3 years since the 1980s. Today, 2.5 quintillion bytes of data is produced daily. To seize the opportunity, firms like Oracle, IBM, Microsoft, and SAP have spent $15+ billion on software firms that only specialize in data management and analytics.
“Digital marketing is all about reading signals and mapping patterns. And it has to matter right now or it doesn’t matter.” So said Brad Rencher, Adobe Systems’ senior vice president and general manager, Digital Marketing Business Unit, Wednesday morning, as he kicked off the company’s Digital Marketing Summit 2012, taking place this week in Salt Lake City. Rencher, playing to a full house at the Salt Palace, told attendees that Big Data is getting bigger, while the details are getting smaller—but it’s those details that drive success.