Marketing Forecast from Ad-ology

Forecasters have been predicting a strong year for TV. Consumers plan to watch the Olympics and the political debates and elections in large numbers and ad increases in those sectors have long been expected. But there’s another sector planning to increase TV ad spending this year – big retailers.

Marketers have long relied on direct mail and e-mail to reach potential customers with their pitch. Established marketers often work with their in-house list comprised of current customers and for e-mail, these folks have typically opted to receive these communications. But for businesses just starting out, a long-standing marketing strategy has been list rental. New statistics on the types of lists in demands this year reveal which marketers will be targeting specific types of clients.

One reason small business operators sign on with franchise companies is to obtain marketing support and access to proven management systems. During the recession, franchisors weren’t able to sell as many franchises because candidates couldn’t secure bank loans. But with banks beginning to fund small businesses again, franchisors are expecting a positive year for new openings which means more marketing dollars will be spent as well.

Ad-ology Research recently updated their Industry Marketing Insights report for Wine Shops and Liquor Stores. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

Patients come up with many reasons for not taking their medications. And when the patient is from a different cultural background, he or she may have suspicions about details ranging from the color and size of pills to the kind of liquid they’ve been prescribed. These hesitations on the part of ethnic consumers mean they are not filling subscriptions so pharma companies plan to improve their marketing to these demographic groups.

As new digital devices are becoming ‘must-haves’, consumers are showing interest in alternate video platforms. Should traditional TV broadcasters be worried? Nielsen analysts say that, overall, most consumers are not cutting the cord to traditional TV, yet.