Marketing Forecast from Ad-ology

As 2012 approaches, marketers want to know which technologies and platforms will get them closest to existing and potential new customers. The analysts at Razorfish, an interactive marketing and technology company dedicated to helping clients get the most from their ad campaigns, have summarized what they believe will be leading trends in digital media. For many marketers the key challenge in the next year will be tracking changes and determining which new technologies will help them succeed.

As consumers begin to shop for holiday gifts, many will be seeking deals. For some, a daily deal site will fit the bill. As marketers roll out these deals, they should keep the core demographics of daily deal enthusiasts in mind in order to maximize sales and profits.

The rising adoption of smartphones and tablets means more consumer attention will be focused on mobile platforms. And where consumer attention goes, marketing dollars are sure to follow. This line of thinking has resulted in ‘sharply higher’ projections being released by eMarketer for mobile marketing spending.

Many marketers are still in the exploratory stages with mobile campaigns. But, in some cases, consumers already have high expectations for content and ads delivered in this format. This consumer expertise may explain why the results of new research show that rich media ads in the mobile environment are paying off for marketers.

It seems that every major research and consulting company is publishing their latest findings on what marketers are doing with social media. Booz & Company is no exception. But their survey was designed to reveal how the social media function fits into existing organizations. And their results shed some light on how marketers expect they will continue to fund this effort.

Online video advertising remains a rising star in 2011. As more marketers roll out their video ads, they need to know which formats and placements are working with consumers. Auditude has released new data based on its sample of 11 billion impressions and their advice is likely to help marketers decide how to proceed.