Marketing Forecast from Ad-ology

We’re hearing a lot these days about marketer focus on measuring the investment they’re making in social media. But, industry expert Brian Solis suggests that marketers may be going about this in the wrong way. Solis is encouraging marketers who have been reluctant to join the social media fray to consider this about consumers: “What do you want them to say and what do you want them to do?”

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

Consumers are so good at tuning out advertising that marketers are seeking new ways to make their mark. For some companies, making a play on consumer fear is the way to go. But researchers are now saying disgust works even better.

Most businesses rely on internal or external public relations personnel to improve image and play a marketing role. The USC Annenberg Strategic Communication and Public Relations Center has been tracking changes in the industry and recently published its seventh biennial Communication and Public Relations Generally Accepted Practices (GAP VII) study. The data in this study shows the latest trends in the PR industry and the growing role of social media.

Financial services firms know they have a problem. Many consumers blame these enterprises for leading the country into the Great Recession. As a result, financial services operators intend to embark on reputation improvement campaigns this year.

According to many recently published reports, the recession is over. Not so fast, say marketers who participated in recent Association of National Advertisers surveys. Business conditions may be improving, but marketers intend to keep tight fiscal control over ad spending.