Marketing Forecast from Ad-ology

It’s not exactly a newsflash to announce that consumers are spending less time with print media. But the shift to screen time, whether it’s mobile or TV, is happening quickly. As a result, marketers must be prepared to put their messages in the places where consumers are most likely to see them.

Marketers wring their hands over which channels to use when targeting consumers. But consumers in one new survey have told researchers the marketing channel they prefer: direct mail. And marketers may be surprised to know that it’s not just older consumers who like to find something in their physical mailboxes.

Technology enterprises are feeling bullish about next year and plan to increase their marketing budgets. For the most part, digital media will benefit from the increased spending. But these enterprises are signaling their intent to return to event marketing next year as well.

Yellow Pages publishers have known for some time that the revenue generated from their traditional directories is in decline. Many of these publishers are successfully transitioning to other media products. But new research shows that the industry overall is facing a revenue drop for the next few years.

After years of penny-pinching because of general economic conditions and high gas prices, the American consumer might be ready to make a change when it comes to buying a car. Data shared by AutoTrader.com shows that luxury cars and SUVs are high on the interest list these days. As a result, auto dealers may adjust their promotional strategies.

Last week, I highlighted a study that discussed the difficulty retailers face when marketing to ‘mission’ shoppers. While there may be more mission shoppers in stores these days, all is not lost. New research shows that out-of-store and in-store marketing campaigns can work together to sway shopper behavior, especially when the merchant takes the type of shopper trip into account.