CHART: Advertising Tactics Trusted by Internet Users
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The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital. |
Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.
Social networking is one of the fastest-growing activities among mobile users around the world. And as one of the primary ways mobile users communicate with one another, it is proving a significant driver of Internet usage on mobile devices.
eMarketer predicts the number of mobile users accessing social networks from their mobile devices will reach 607.5 million worldwide by 2013, representing 43% of global mobile Internet users. In the US, mobile social networkers will total 56.2 million by 2013, accounting for 45% of the mobile Internet user population.
Check out the entire Razorfish FEED study 2009: http://feed.razorfish.com/
In our Razorfish Digital Brand Experience Study, we took a different tack. Simply, we wanted to know if there were any direct correlation between consumers’ online interaction with a brand and their likelihood to purchase a given product or service.
Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?
Furthermore, these digital brand experiences directly correlate to purchasing behavior for these consumers.
Has that experience influenced whether or not you purchased a product or service from the brand?
As “digital primacy” has risen, so has the way consumers learn about and purchase a brand’s products and services.
Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?
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The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines.
The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers.
Read more at www.emarketer.com
- Television: 31.1% (down from 34.7% a year ago)
- Daily newspaper: 19.4% (down from 23.5%)
- Radio: 19.4% (up from 16.5%)
- Online: 14.6% (up from 12.7%)
- Weekly community papers: 4.4% (down from 5.1 %)
- Free shopper newspapers: 2.9% (up from 2.2%)
- Magazines: 2.1% (up from 1.6%)
Other survey findings:
College grads are more likely to trust online news (giving online a 6.3 rating vs. the 5.7 rating by the general population), and are less likely to trust TV news (giving TV a 6.1 rating vs. the 6.5 rating by the general population).
Respondents with annual household incomes of $100K and above trust online sources considerably more than the general population (giving online a 6.5 rating, compared with the 5.7 rating by the general population).
Higher-income respondents also view daily newspapers as more credible (6.8 vs. the 6.3 overall rating). Read more at www.marketingcharts.com
According to new research from PQ Media, spending on word-of-mouth marketing rose 14.2% to $1.54 billion in 2008, despite the worst economic recession in 70 years. However, WoM spending is on pace to grow another 10.2% this year, placing it among the fastest growing advertising and marketing segments.
PQ Media defines WoM marketing as an alternative marketing strategy which encourages consumers to dialogue about products and services through various online and offline tactics, often facilitated by brand ambassadors.
Industry spending increased at a compound annual growth rate of 37.6% from 2003 to 2008, as the rise in popularity of blogs, social networks and online communities led brands to shift dollars to WoM as part of integrated media solutions in their quest to engage more elusive consumers.
Total spending on WoM is expected to increase at a CAGR of 14.5% from 2008 to 2013. Both major sectors - content & services and ancillary products - will post strong gains and contribute to overall growth. Ancillary products spending will increase faster than content & services spending primarily because the market is smaller with more growth potential.
Patrick Quinn, President and CEO of PQ Media, notes that “The most influential marketer in a consumer’s life is someone they know and trust, such as a family member, friend or colleague…”
% Share of WoM Spending by Marketers in 2008
Brand Market
Share of WoM Spend
Consumer Goods Products
17.4%
Food & Drink
12.2%
Finance & B2B Services
9.5%
Electronics & Telecom
9.4%
Retail
9.2%
Auto & Transportation
8.6%
Entertainment & Media
7.5%
Apparel & Accessories
6.2%
Health Care & Pharma
4.1%
Sports & Gaming
3.6%
Travel & Leisure
3.3%
Home & Garden
3.2%
Other
5.8%
Total
100.0%
Read more at www.mediapost.com Source: PQ Media, July 2009
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