Marketing Forecast from Ad-ology

At a time when well-known brands are trying to recover from the recession, marketers may look online for new ways to grow recognition and awareness. To date, marketers have used online ad budgets for direct response campaigns. But eMarketer analyst David Hallerman says marketers can improve their branding efforts by optimizing their use of the following types online display media.

Yesterday, I blogged about SeeWhy’s study on how eMarketers should pursue shoppers. One of the recommendations was to simplify the landing page and make it easier for potential purchasers to see the ‘call-to-action’. The ‘call-to-action’ element was in the news again this month when analysts at Dynamic Logic said that too much focus on call-to-action in an online ad can backfire.

The latest news coming from the industrial sector looks positive. Of companies responding to the most recent Global Spec annual survey, over half (51%) are expecting higher revenue this year when compared to 2009. And over 2/3’s say the company will meet or exceed revenue projections for 2010. To spur this growth, 17% of industrials have boosted marketing budgets.

As businesses get serious about using social media to market themselves to other businesses, they’re finding their efforts are having unexpected results. In particular, B2B operators say that their social media efforts are also improving search performance. For many, it comes down to how they are using the information that becomes available through social media.

Online video continues to be a growth industry for content providers and marketers. Industry provider, Brightcove, and analytics shop, TubeMogul, regularly report on the online video market and just released their findings for Q2 2010. In studying this industry, analysts considered methods of discovery and usage and engagement statistics, all of which are rapidly changing.

Online retailers face many of the same challenges encountered by traditional retailers. These businesses must attract consumers to their sites, encourage shoppers to fill a cart, and then to click the Buy button. Along the road to successful online retailing, consumers are lost because of several common problems. In the next year, more online retailers intend to address these problems.