Marketing Forecast from Ad-ology

March 9 2012 | Kathy Crosett

After reviewing the trends summarized in comScore’s 2012 Mobile Future in Focus report, readers may wonder why advertisers are taking so long to roll out their mobile campaigns. Smartphone use has moved well past the 50% penetration rate and analysts are calling tablets the fourth screen. In their findings, comScore analysts say that mobile is here to stay but advertisers and publishers will need to heed “incremental effect” and “platform cannibalization.”

March 9 2012 | Kathy Crosett

While legislators and marketers are debating the rules of online privacy, some consumers are taking matters into their own hands. Unfriending is a growing trend and this change in behavior may affect marketer plans for social media. A new study from the Pew Research Center’s Internet & American Life Project shows the extent of consumer attempts to manage their online reputations and social profiles.

March 8 2012 | Shannon Bryant

The gluten-free industry is booming, growing 27% since 2009 and exceeding $6 billion in 2011, and fueled by an abundance of new products in 2010 and 2011 that bear a gluten-free claim. However, despite an increase in popularity and product development, celiac disease and gluten intolerance is thought to be widely undiagnosed, as just 1% of consumers say they’ve been diagnosed with celiac disease and only 8% overall say they are gluten intolerant/sensitive.

March 8 2012 | Kathy Crosett

Email marketing continues to be an important advertising tool and Winterberry Group predicts spending in the format will reach $1.8 billion in 2012. But new developments in online media have impacted email marketing. As a result, enterprises plan to adjust how they will use email.

March 8 2012 | Kathy Crosett

With online formats now an accepted and growing part of most ad budgets, the promises that publishers have made are being scrutinized. Marketers want to know that they are not wasting their advertising dollars and this holds true for both branding and direct response campaigns. The field of data analytics has arrived.

March 7 2012 | Shannon Bryant

According to beauty market research conducted by The NPD Group, Inc., in 2011, total U.S. prestige beauty generated $9.5 billion, an increase of 11% in dollars over 2010. Prestige fragrances experienced the strongest dollar and unit performance in 15 years; dollars grew +11% and units grew +7%. Prestige skincare continued to lead prestige beauty with growth of +14% in dollars and +9% in units.