Marketing Forecast from Ad-ology

Traditional media is not dead. Spending increases were recorded in some traditional media channels at the end of 2011. This trend means that agencies may have to temper their enthusiasm for new media and include traditional media in their budget allocation recommendations to clients.

Now that more marketers are turning to digital ad campaigns, there’s pressure to stand out from the crowd. One way advertisers are doing this is through the use of more technology. In a recent Wall Street Journal article, Susan Vranica summarized some of the developments that ad agencies expect to see with respect to creative campaigning in 2012.

Globally, automakers are expecting a strong 2012. Demand in the U.S., the world’s third largest market, will be solid, but outpaced by faster-growing economies. This year, U.S. automakers will likely be revving up their ad budgets to compete with international manufacturers who have set aggressive targets in the U.S. market and they’ll also be promoting luxury vehicles and lease financing.

Several major TV events are just around the corner. One report indicates that ads for the upcoming Super Bowl are already sold out. With advertisers committing huge sums to these events, they may be a little nervous about whether they’re getting enough bang for their buck. New research seems to indicate there’s an easy way to extend the reach of advertising following significant TV events.

It’s that time of year when marketers in various industries review what’s working and what needs to change from a product and marketing perspective. The staff at Advertising Age recently pulled out their crystal ball to make predictions about the year ahead with respect to which major marketers will be increasing their spending.

With the economic outlook improving, consumers may be in the mood to buy jewelry in 2012. Last year, consumers exhibited a clear preference for specific types of jewelry. This year, jewelers are sure to be promoting those items and they’ll be advertising other services to consumers as well.