Ever since marketers started paying for advertising, they’ve wanted to know if it’s working. Marketers who write the checks for digital campaigns want accountability from the media space providers, too. Defining and measuring ROI has been difficult until now but vendors are rolling out new tools designed to make a difference.
Consumers want information about the local businesses operating in their communities. These businesses are likely advertising in both traditional and digital channels. But the latest research shows that consumers exhibit ‘different pattern of information seeking’ when they are checking out some kinds of local businesses – a behavioral pattern that has broad implications for media mix.
According to NRF’s 2012 Valentine’s Day Consumer Intentions and Actions survey, the average person celebrating the holiday will shell out $126.03, up 8.5% over 2011 and the highest in the survey’s 10-year history. Total spending is expected to reach $17.6 billion. Discount stores are expected to see the most traffic, but tablet owners will also make a mark; more than half of all tablet owners (53.8%) will use their device to research products, compare prices, redeem coupons, look up retailer information or purchase products.
At last month’s Consumer Electronics Show, manufacturers rolled out their latest line of Smart TVs. Analysts believe that unit sales of Internet-ready TVs will approach the sales of traditional TVs within 4 years. But marketers may be much slower to shift some of their ad budgets to this format.
Retailers are as mad as hell and they’re not going to take it anymore. For years, consumers have been going into bricks and mortar stores to size up the look and feel of a product and then head home to buy it online. Retailers call this trend ‘showrooming’ and they’re rapidly developing new strategies to better compete with online marketers.
Ad-ology Research recently updated their Industry Marketing Insights report for Optical Stores. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:
ADVERTISING BRAND MARKETING CONSUMER DIGITAL SOCIAL
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