Marketing Forecast from Ad-ology

The Ad-ology Marketing Forecast video briefing is designed for strategic marketers:  Ad agencies, in-house marketers, media buyers+sellers, business owners. Every month it features industry forecasts and trends from a variety of top sources, plus exclusive data from Ad-ology Research. The May 2011 Ad-ology Marketing Forecast features: Digital Coupons Mobile Search+Purchases B2B Marketing Watch the podcastRead the Rest…

It turns out that promoting a product or service as being green often isn’t enough to sway consumers to make a purchase. New data indicates that marketers may have been targeting the wrong consumer groups with their green pitches. And marketers must appeal to consumers in just the right way to be sure the green angle works.

Nobody is saying that consumers have stopped watching TV. The format continues to draw the largest share of consumer media time. However, the Nielsen Company has uncovered a decrease in the number of U.S. TV households and marketers should consider what this means with respect to advertising.

One of the oldest forms of traditional marketing, the yellow pages, is emerging from a decade-long slump. For the first time in nearly 10 years, industry operators are expecting a revenue increase. Leading yellow page giants have been busy transforming themselves into online powerhouses and marketers who want to reach consumers will likely allocate part of their advertising budget to this media format.

As we approach National Small Business Week, designated to take place from May 16-20, more optimism is apparent in this sector. The latest Small Business Barometer from Capital One reveals improved financial performance at many smaller establishments. In particular, increased credit availability for these operators could soon lead to more hiring and spending, especially on promotion.

Marketers may be allocating part of their ad budgets to new media formats, but newspapers should still command a healthy portion of the ad budget. Why? Because the majority of surveyed consumers read newspaper advertising. In addition, these consumers take action as a result of what they see in newspaper ads.