Marketing Forecast from Ad-ology

Earlier this year, several research shops predicted the return of business travel. The corporate travel budget may be back but expenditures are still carefully watched. To eke out as much profit as possible, hotels are now being encouraged to target women travelers. This group exhibits different travel patterns and looks for different features when compared to male business travelers.

The radio industry has experienced significant changes since the start of the digital age. The number of formats is rising and listeners can now choose between traditional radio, satellite radio, and online streaming. But at least one research shop believes that the greatest threat to the radio broadcast industry is not the increasing range of available formats.

For several years during the recession, one traditional marketing tool, free-standing insert (FSI) coupons, enjoyed huge growth rates. But recent data suggests consumer product goods (CPG) manufacturers, the most frequent issuers of these coupons, may be turning to different marketing strategies. But while the FSI industry may be changing, other marketers are still finding value in this format.

During the past two decades, the expansion of the information technology (IT) products and services generally moved in one direction – from the workplace to the consumer market. As consumers have grown increasingly comfortable with technology, more products are being rolled out to this market first. As consumers introduce their employers to the latest IT trends, marketers to expand their ad campaigns to include the enterprise market earlier in the product life cycle.

Earlier this month, I highlighted research showing the rise in consumer intent to purchase new vehicles (Ad-ology Research) and growth in ad campaigns by auto marketers (Borrell Associates). Automakers are taking no chances with their marketing strategy and are increasingly returning to sports sponsorships. This week brought news that luxury automakers are again sponsoring golfing events.

Several factors have converged to pressure the specialty toy segment. Manufacturers once found success by distributing through independent retailers. But major changes in the retail marketplace are forcing manufacturers to change their distribution and marketing models and increasingly this means a shift to the online world and new agreements with their retail partners.