Pervasive marketing trends: increase spend across interactive channels

Posted by: on Sep 10, 2011 | No Comments

According to an August 2011 report by Shar VanBoskirk, Forrester, “By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend as they are embedded in the marketing mix. We expect this growth to help firms become adaptive, kill off daily deals, re-emphasize marketing’s ‘p’s,’ and turn consumer electronics into audience-targeting tools.”

We’ve already seen a shift in resource allocation from traditional advertising to interactive, and those numbers are very real (and kind of old news). But savvy marketers are interweaving the media experience for target audiences, encouraging broadcast to exist in social channels, thereby allowing social to co-mingle with advertising for a richer brand experience. You can’t help but notice the recent DirecTV and Optimum Triple Play TV commercials touting display of your favorite programs on TV, smart phone, and tablet. If marketers might have ‘lost’ your interest a bit previously before the smart phones and tablets emerged… you can bet they are going to infiltrate your preferred technical device to engage your interest once again.

Corporations are ready to piggy-back marketing messages on customer’s technology gadget obsessions, and consequently, there’s been a shift in staffing and resources to bolster interactive..

Dedication to online channels requires an unprecedented 360-degree marketing strategy, with purchase spread across SEO, content creation, linking, channel selection, message, frequency, and volume. In addition, ‘attitude’ and ‘emotion’ cannot be forgotten, they must be smoothly integrated and adhere to core brand promises and your corporate sales strategy.

Taking your high-level strategy and applying it successfully to all media is becoming more critical, yet can blunt the benefits of edgier content, more likely to “go viral.” As has been demonstrated in NFL Super Bowl TV ads, it is often the more daring message that drives sales and builds brand recognition. This is more important than ever, given the incredible likelihood that people will socially share their impressions and feelings about the message and quality.

Like TV and radio, Forrester notes a decrease in Search. This is likely a misnomer, as Search is, once again, poised on the edge of vast sweeping changes. Marketers will need to reinvest to assert ownership of “who is most digitally relevant.” Google uses a constantly evolving algorithm, primarily based on content, linking, and architecture – but their introduction of Google Plus has added a shot of adrenaline to Social the full impact of which is yet to be discovered. To say that Search has declined would be naïve – it’s far more likely that the budget allocations have been distributed to other departments and resources.