Marketing Forecast from Ad-ology

Ad-ology Research recently updated their Industry Marketing Insights report for Department Stores.

Friends rank as the largest influencing factor in the purchase decisions of video games, according to a study released recently by Waggener Edstrom Worldwide, Annenberg School for Communication & Journalism at the University of Southern California, and Harris Interactive. The study indicated that word-of-mouth influence, led by friends, was three times as likely to influence the purchase of video games as traditional forms of advertising and promotion. This was followed by retail, online demos, reviews, and advertising and promotion. Industry trade groups say the video gaming software industry represented sales of more than $11 billion in 2008, and games were expected to be a hot item for the 2009 holiday season.

As the holiday shopping season winds down, marketers are looking at what strategies they’ll employ in the future. This fresh focus coincides with the general trend of consumers shopping more online. One category that has seen growth recently is digital gift cards. The chief advantage of this form of gift giving, according to the 2009 Pre-Holiday Online Shopper Gift Card Survey, is convenience.

Ad-ology Research recently updated their Industry Marketing Insights report for Hotels & Motels.

We’re planning to keep our purses snapped shut and our wallets firmly lodged in our back pockets. Mintel Comperemedia predicts that in 2010, consumers will continue saving money at an elevated rate. “Consumers’ newfound financial conservatism presents many opportunities for financial services companies. As people look to save money and reduce debt in 2010, companies can benefit by gathering assets and building relationships with customers. Banks could also position themselves as advisors poised to help people build wealth and security in the new economy,” says Susan Menke, behavioral economist for Mintel Comperemedia.

Last month I highlighted an Aberdeen Research report that pointed out a sobering statistic about people who fill the role of CMO. The average length of tenure is just under 2 years. Writing for IT BusinessEdge, Rob Enderle echoes this concern. He suggests that many CMOs are not well-matched to the specific position or corporate structure they have taken on.