Marketing Forecast from Ad-ology

Earlier this week, I wrote about a new Forrester report, which appeared in a B2BOnline column, and the expected rise in B2B marketing this year. Not all online formats will see big increases from B2B advertisers though. Specifically, only a small number of B2B marketers, 13%, will up their spending on display. Forrester analyst, Michael Greene thinks he knows why.

Marketers are back to spending on advertising. Projected spending on major media formats could reach $154.6 billion in the U.S. in 2011. That spending level, from eMarketer, represents a 1% increase over last year. While any increase is welcome after the serious and sustained economic contraction we’re pulling away from, the spending in the individual media formats that make up these numbers deserves a closer look, especially by marketers who are planning next year’s budget.

Marketers who are considering the use of mobile search will be interested to learn that this media channel is increasingly popular and effective. New information from ROI Research and Performics finds that more consumers are using mobile search. In addition, these consumers are also making more mobile purchases.

The first response of many retailers who start to see negative comments posted about their businesses online is to try to find a way to shut down the naysayers before revenues get impacted in a big way. But the new world of social media with its empowered and vocal consumers has seriously eroded the control of business operators. This situation has given rise to the new industry of online reputation management.

Most owners of small and medium size businesses (SMBs) do not consider themselves to be marketing experts. But succeeding in today’s marketplace often requires a business owner to develop an effective online marketing strategy. The vast majority of SMBs say they will be adding a new channel to their online marketing mix in 2011. As they consider where to shift marketing funds, effectiveness is the top reason for SMB owners to select a specific channel.

Marketers have long used local news content via traditional channels like TV and newspapers to reach consumers. But consumers are increasingly accessing their news on the go, especially via mobile phones or tablet computers. In one of yesterday’s blog posts, I highlighted figures from the NAA which showed that traditional newspaper, in both print and online formats, had lower penetration rates with younger age groups. However, some data shows that consumers who access local news via mobile devices are a good audience for media companies and marketers.