Marketing Forecast from Ad-ology

B2B operators are intent on reaching prospects through a number of marketing channels and then measuring the results of their attempts. This strategy has long been called direct marketing. But B2B direct marketing is about to undergo some changes as the following factors are capturing the attention of chief decision-makers:

If Google executives have it right, U.S. consumers will be accessing as much information through their smartphones as they do through computers by the middle of next year. This leaves marketers in the position of scrambling to catch up with tech-savvy computers. For auto dealers, the race is on to connect with consumers through their smartphones.

Studying the mobile shopper remains one of the hottest research topics this year. How much do these consumers spend when they shop via their devices? What is the best way to reach these consumers? The latest report on this sector, Mobile Commerce Survey, from L.E.K. Consulting, has some answers.

Earlier this year, eMarketer analysts predicted that online ad spending would reach $31.3 billion. So far, the industry appears to be on track to meet that projection. And some sectors are posting more aggressive gains, compared to 2010, than others.

Welcome to the world of adolescence in online advertising. That’s the message from researchers at Collective. In the firm’s 5th annual Display Advertising Study, analysts point out that both marketers and agencies are adjusting their strategies with respect to display and social media as the online format evolves.

Advertisers who use traditional TV to get their message out to consumers can reach a large audience these days. But an increasing number of consumers are watching video content either online or via mobile devices. As these numbers climb, marketers will need to fine-tune their channel strategies to reach the right audience.