This is an exciting time to be in marketing. There is a shift happening in the way organizations are reaching out to their customers, and the audience too is now, more than ever, eager to see and interact with the real company.
According to emarketer, advertisers will spend nearly $600 billion in 2015, an increase of 6% overall over 2014. Not surprisingly, mobile advertising is the key driver of the growth. It accounts for $64 billion with a whopping increase of nearly 60% over the previous year. This massive jump in the mobile ad spending is mainly due to faster than expected growth in China’s mobile ad market.
By 2017, digital share of total advertising will reach 33.5%. Out of that 33.5%, 50% will comprise of mobile advertising.
However, now comes the main point – Advertising Effectiveness.
As per Naresh K. Malhotra, author of Marketing Research: An Applied Orientation,
“Assessing advertising effectiveness means to determine whether advertising has been successful in achieving the desired brand positioning.”
Based on the numbers, TV still remains the cost-effective medium of choice for large organizations, especially in emerging markets.
However, there is a growing trust among marketers in digital channels. 47% plan to increase their inbound marketing budget this year compared to previous year, compared to 11% who plan to decrease it.
In terms of ROI,
31% of marketers surveyed reported that Mobile Marketing does generate some to significant ROI.
Also, 64% of marketers believed social media marketing as a critical enabler of products and services.
With proliferation of video channels, Marketers are now diving deep into digital marketing and there is a growing interest in behavioral targeting and video advertising. Mobile Applications, Marketing Analytics and CRM tools are the three most critical technologies marketers are planning to invest in 2015.
Concluding, GroupM Global President, Dominic Proctor, says it the best:
“We believe this increase in demand for new uses of media substantially elevates the available level of learning and creativity, and will benefit the entire marketplace in the long-term.”
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