Marketing Forecast from Ad-ology

Most consumers know not to provide personal information when they encounter a suspicious email. But these days, more malware programs are popping up on computer screens and they are cleverly disguised. Leading website operators are trying to stay on top of the problem but malware poses a threat to advertising revenues as consumers grow leery of clicking on ads.

There’s little doubt that retailers will expand their online marketing efforts as more commerce shifts to that channel. For industry analysts, the challenge is how to determine which online formats will capture the largest share of retailer advertising dollars. A new survey by Bronto suggests that retailers will be making some changes in 2012.

It appears that analysts are keenly focused on the daily deal phenomenon. Last week, I blogged about an Accenture report that projected a rosy future for daily deals. Earlier this month, Groupon had a successful IPO. But some analysts see a troubled future ahead for this sector.

The buzz about the localization of search continues to grow. Consumers, especially those with mobile devices, are increasingly using their technology to find information on local products and services. Large search providers like Google and Microsoft are seeing the trend and Forrester Research analysts are encouraging marketers to adjust their strategies.

As 2012 approaches, marketers want to know which technologies and platforms will get them closest to existing and potential new customers. The analysts at Razorfish, an interactive marketing and technology company dedicated to helping clients get the most from their ad campaigns, have summarized what they believe will be leading trends in digital media. For many marketers the key challenge in the next year will be tracking changes and determining which new technologies will help them succeed.

As consumers begin to shop for holiday gifts, many will be seeking deals. For some, a daily deal site will fit the bill. As marketers roll out these deals, they should keep the core demographics of daily deal enthusiasts in mind in order to maximize sales and profits.