Marketing Forecast from Ad-ology

From the beginning, marketers have used the Internet for direct response advertising. But will this format deliver returns on branding campaigns? Many marketers plan to shift some of their online budgets to branding this year but they’d like to see improved metrics to measure their ROI on this effort.

As the new year progresses, consumers are getting the idea that any improvement in their personal financial situation will be gradual. At least one survey shows that the number of consumers who are very concerned about the economy has remained unchanged for nearly 3 years. But, they are growing tired of cutting their dining out budget and cooking at home. As consumers shift their habits, savvy marketers can increase market share.

Nonprofit organizations can be forgiven if they don’t make marketing a top priority. Many of these entities are focused on delivering goods and services to their constituents and profit isn’t part of the game plan. But in a challenging economic climate, nonprofits might find themselves competing for donations and clients. Developing and executing a good marketing strategy could lead to improved operations for these enterprises.

Consumers are now carrying around smartphones, tablets and laptops. Marketers may be wondering about the best way to optimize their ads on mobile devices to reach their target audiences. New research shows that consumers are turning to these devices for different purposes and as a result, marketers may need to adjust their ad strategy.

Despite the recent high-profile cruise ship disaster that took place off the coast of Italy, consumers will still be looking to book passage to their favorite destination. The industry has changed somewhat as a result of the recession and this has implications for marketing. Service providers looking to fill cabins may embark on some new types of promotion in 2012.

Sponsorship marketing continues to be a key wayfor marketers to reach part of their target audience. Whether it’s covering the cost of uniforms for the local baseball team or partnering with the local symphony to print programs, sponsorships can be a great way for a marketer to show community support. Will this marketing sector grow in 2012?