Marketing Forecast from Ad-ology

Earlier this year, I blogged about the growing value of virtual goods – expected to reach $1.6 billion in the U.S. for 2010. A new report shows that this business is booming on a global basis. To a large extent, the hypergrowth is being fueled by younger consumers and by the rising use of smartphones and social networks.

Despite security concerns, more consumers are using mobile banking services. These consumers represent a unique demographic niche that cuts across traditional age and income categories. Banks that target users of mobile banking services will enjoy strong profits from loyal customers and grow market share as acceptance of this service grows.

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

* More treatment centers are offering nicotine replacement therapy. In 2009, the number of abuse centers providing this type of therapy increased 6% from 2006.
* The abuse of prescription drugs is considered to be the nation’s fastest-growing drug problem, and hospital emergency room visits involving non-medical use of prescription narcotic pain relievers more than doubled between 2004 and 2008.
* A continuing challenge for these facilities is consumers’ inability to pay. The top reason why those needing treatment didn’t receive it was their inability to afford treatment and lack of health insurance (cited by 36.8%). For nearly 10% of those who didn’t receive treatment, the primary reason was that their insurance company did not cover treatment.

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

* By 2011, the research company IDC predicts portable computers to account for 66% of all corporate PCs sold, up from 40% in 2006, and 71% of all consumer PCs sold.
* Parents are a lucrative market: Compared to mobile phones and televisions, parents are more willing to buy computers for their children at younger ages. Thirty-five percent of parents of 9-12-year-olds feel their children are at the appropriate age to receive their own computer.
* Among all adults, computers are the most popular device for playing games (73% of U.S. adults play video games on a computer).

Is sports marketing back? Recent research by IEG shows that the improved fiscal health of the financial services and automotive industries means that marketing dollars are again flowing into sports sponsorships. The 4 largest major sports leagues anticipate ending 2010 with a total sponsorship funding of $2.28 billion. According to IEG, this marks a 7.6% increase over last year.

Executives in the pharmaceutical industry still appear to be grappling with their digital marketing efforts. To date, businesses in this industry allocate less than 10% of marketing expenditures to digital activities. A recently issued report from EPG Health Media points to 2 major problems in the digital realm for pharmaceutical marketers: Regulations and lack of expertise. The report focused on how the lack of expertise is holding back progress in digital marketing by pharmaceutical firms.