Marketing Forecast from Ad-ology

As marketers consider the future and how much consumer data to share online, the privacy issue is a key concern. As I mentioned in one of Wednesday’s blog posts, McCann’s new study on privacy shows that consumer attitudes on this topic are shifting. Marketers who get it right can use consumer data to great advantage without stirring controversy that could damage the brand.

The rise of the digital channel has been nothing short of phenomenal in the past decade. Will digital remain part of a balanced mix in media buying strategies or surge ahead to capture the lion’s share of marketer budgets? A recent report from STRATA reveals ad agency and marketer intent about digital.

With increasing numbers of marketers using social media, this channel is becoming established as a must-have tool. The latest survey from Chief Marketer shows that social media is close to reaching the tipping point this year. And despite the continuing debate about the best way to use this channel, more merchants are allocating higher budgets for social media efforts.

Pharmaceutical companies spend billions of dollars every year on direct-to-consumer advertising. But consumers are considering a variety of sources when it comes to their health. As a result, pharma and other health-related product marketers must be sure to win over the key influencers on consumer health when they are rolling out new campaigns.

It used to be so easy. Media companies provided the expertise and the format to help retailers reach the right customers and increase sales. Now more online retailers have decided they can earn an additional revenue stream besides selling goods and services directly from their sites. Some are creating a new form of co-operative marketing.

Politicians are always looking for a way to stand out from the crowd. In the last presidential election, candidates turned to social media with great success. For the upcoming year, pundits are expecting political organizations to pour money into online video ads.Politicians are always looking for a way to stand out from the crowd. In the last presidential election, candidates turned to social media with great success. For the upcoming year, pundits are expecting political organizations to pour money into online video ads.