Marketing Forecast from Ad-ology

Much has been written about the importance of buying the right keywords for paid search. But a new study goes a step further in understanding human search behavior patterns. Researchers believe marketers who get this right can improve the results of their search investment.

Shoppers have a message for retailers: Get mobile in a hurry. And while shoppers are looking for mobile apps to help them locate stores, products and prices, retailers are finding that their mobile app process is falling behind. At the same time, retailers are discovering there may be more value in optimizing their websites for tablets.

When consumers are looking for the best hotels or airfares these days, they mostly turn to their computers. Travel marketers have noticed. So far this year, spending on the travel category has increased by 10% and it shows no signs of slowing down. But it’s the digital component of travel marketing spending that’s really changing.

Marketers remain intensely focused on daily deals. And, as I noted last week, experts predict this marketing format could be valued at over $4 billion by 2015. With all of this attention on the industry, researchers are exploring who makes the best targets for these programs and how operators might expand their reach.

Consumers are using their home PCs and their smartphones to research products and services online like never before. They’re not just reading about price and availability. They are also checking out online reviews and savvy marketers are taking more steps to ensure that their online reputations are looking good.

Is the daily deal phenomenon here to stay or is the market for this promotional tool about to experience some big changes? Earlier this year, about 530 companies were competing in the space. That number has already dropped to 170. While the number of companies facilitating deals might be shrinking, new research indicates the industry has some growing to do.