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World Tech Update – 2/21/13

IDG News Service

Coming up on WTU Sony intros the PS4, NASA’s Curiosity drills into Mars and we get ready for Mobile Congress.

Digital Advertising and Marketing: $160B in 2020

Myers Media Business

Total digital advertising and marketing investments are forecast to increase to $160 billion in 2020 from $36 billion in 2012, according to a new report issued by Jack Myers Media Business Report. With average annual compounded increases of 25.4% between 2013 and 2015, and 17.7% annual increases between 2016 and 2020, every media and marketing category is positioned to benefit from digital growth, except yellow pages directories. Digital advertising and marketing growth is forecast by Myers at 25.9% in 2013, compounding 25.3% growth in 2012. While legacy media categories such as network television and magazines are positioned for significant increases in revenues that enable them to compensate for declines in traditional ad revenues, the primary beneficiaries from digital expansion are social marketing, online originated video content, mobile and apps advertising, and interactive TV advertising. Myers’ search marketing forecasts have been published separately.

Click here for Jack Myers Video Report on Marketers Shifting Billions in Promotional Spending to Digital. The full Myers forecast covering 52 legacy and digital media and marketing categories from 2010 to 2020 is available to subscribers at www.jackmyers.com.

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Mobile Perceived as Most Disruptive Media and Marketing Trend

Marketing Charts

A survey of domestic and international media and marketing executives (about half of whom are in the services/marketing or media technology business) has found that a plurality 25% see mobile as the most disruptive force in their industry. Mobile outpaced other hot trends such as social media (13%), digital (12%), free information/free content (6%), and big data (4%),according to [pdf] the AdMedia Partners study.

The results could be skewed by the composition of the respondent sample, of course. For example, of the 7,400 respondents in advertising, marketing services, digital marketing, marketing technology, media technology, media or digital media, only 16% identified themselves as being in the content business.

Still, to some extent, the results mirror what marketers responding to a separate survey have said. January survey results from Econsultancy and Adobe found digital marketers tabbing mobile optimization as the year’s most exciting digital opportunity, even as they pointed to content marketing as their top priority.

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Digital Strategy Does Not Equal IT Strategy

HBR

Everyone thinks they have a digital strategy these days. But while your company may have a business or IT strategy that incorporates digital technology, an IT strategy does not equal a digital strategy.
Why? Because most IT strategies treat technology in isolation. Think about it — your company may be working on a cloud strategy, social strategy, or mobile strategy. But today’s hottest customer-facing solutions rely on pervasive digital connections in which the individual technologies (cloud, near field communications, mobile, big data, etc.) merge to deliver an experience that looks and feels an awful lot like our natural behavior. In other words, the more connections between people, places, information, and things (aka digital density), the more customers can interact with companies and each other in a seamless and satisfying way. Does your strategy capitalize on that?

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Addiction to Tech a Concern for Most Global Consumers

Marketing Charts 

Many consumers worldwide worry that technology is overtaking their lives, finds Euro RSCG Worldwidein an April 2012 report. Dividing the more than 7,000 respondents from 19 countries up into prosumers (leading-edge consumers who are an indicator of what the mainstream will soon be doing and thinking) and mainstream consumers (84% of the sample), the study finds that 59% of the former, and 62% of the latter are concerned about society’s addiction to or over-reliance on technology. And roughly half of each group worries that digital technology and multitasking are impairing people’s ability to think deeply and focus on one task at a time.

This concern could indeed be well-placed, given the recent finding that digital natives switch their attention between media platforms (i.e. TVs, magazines, tablets, smartphones, or channels within platforms) on average 27 times per hour. In fact, just under half of prosumers and mainstream consumers responding to the Euro RSCG survey say that being online distracts them too often.

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2011: A Pivotal Year for Marketing

Adweek, 1/17/11

The new year always inspires a wave of industry forecasts that offer varying degrees of inspiration and pithy buzz phrases. Certainly the parade of fairly new gadgets like 3-D TVs, tablet PCs and home videoconferencing systems provide the basis for much trend fodder.

But if we look beyond the new product intros, there are some new realities that could make 2011 a truly pivotal year for the marketing industry:

1. The mass acculturation of digital technology has fundamentally changed our way of life. How we communicate, share information, shop, learn, experience entertainment and even find love has undeniably evolved. These sweeping changes in behavior offer brands more involving ways to create value exchanges with consumers. Moreover, we have more ability to transcend demographics to engage audiences based on behavior and mind-sets.

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