Tag: forecast

Large Travel Marketers Investing in Digital Advertising

Digital ad spending by travel marketers is poised to increase by double digits this year and next. This growth is being driven by competition between large travel marketers. While big companies like Priceline.com, Expedia and Orbitz have been spending heavily on paid search, eMarketer analysts say more consumers are clicking on ads through mobile devices instead of PCs. This trend may prompt the travel marketers to make some changes.

Search Remains a Key Channel for Website Discovery

Enterprises have many reasons to drive consumers to their websites. Some marketers want to sell directly to shoppers through their sites, while others want to entertain and inform. Which promotional tools work best to drive consumers to a site? According to Forrester Research, it’s all about search.

Rising Small Business Optimism to Lead to Increased Marketing

One of the best indicators of economic expansion is the mood of small and medium-size business (SMBs) owners. After a long period of slow growth, more SMBs are giving a thumbs-up to this year’s business conditions. As these enterprises roll out new products and increase hiring, they’ll also be spending more on marketing.

Hospitals Using Content Campaigns to Reach Larger Markets

More hospitals in the U.S. are merging and forming partnerships in order to achieve economies of scale. As they do so, these institutions must also reach out to a larger patient base – in some cases this means a regional or national market. While most consumers are aware of the strengths of their local hospitals, they’ll soon be hearing messages from facilities offering specialized care on a national basis.

Is Social Media the New Discovery Tool?

We regularly hear that one of marketers’ biggest frustrations is that they can’t measure the ROI on their social media investment. What may be even more disconcerting is that as marketers increase the size of their social media budgets, new Forrester research shows that online purchases are being driving by other marketing formats. However, the Forrester report does point to a strength for social media – discovery.

CG Manufacturers Seek New Trade Promotion Channels with Retail Partners

Consumer goods (CG) manufacturers face a challenging market. Retailers partner with them in some cases, but also compete with their private label products. And, consumers want more information when they’re making purchases which can lead to a doubled-edge marketing sword.

Festival Sponsorships Connect with Unique Fan Demographics

As the summer season begins, more marketers are likely to connect with consumers through events like music festivals. But do these expenditures make a difference? Havas has been researching this topic and shared some encouraging findings.

Best of 2011: Ad-ology 2012 Marketing Forecast: Mobile is the Next Advertising Frontier for U.S. Small Businesses

Small businesses are clearly on board with online marketing overall, but interest in mobile is up sharply, according to Ad-ology Research. More than 20 percent of small business decision-makers say they plan to commit more resources to mobile marketing in 2012, up from the 12 percent who said the same last year. Compared to previous

Ad-ology 2012 Marketing Forecast: Mobile is the Next Advertising Frontier for U.S. Small Businesses

Small businesses are clearly on board with online marketing overall, but interest in mobile is up sharply, according to Ad-ology Research. More than 20 percent of small business decision-makers say they plan to commit more resources to mobile marketing in 2012, up from the 12 percent who said the same last year.

Travel Providers to Up Online Marketing to Reach Leisure Groups

The economy may be straining household budgets, but there is still a group of consumers determined to travel. While these travelers are becoming ‘resourceful’ in planning their trips, marketers can connect with them and tap their loyalty through several media channels. For the most part, the definition of value is not linked to price, a trend that is good news for travel operators.

Marketers to Position Cruises as High-Value Vacations

Cruise lines and travel agents are eyeing a lucrative market as more consumers say they plan to take an initial or repeat cruise. Despite increasing capacity by over 8% last year, operators reported bookings at 103% occupancy. To generate continued consumer interest in this form of vacation, marketers will be targeting key demographics with unique promotions this season.

Marketing Forecast Video: Digital Coupons, Mobile, B2B Marketing

The Ad-ology Marketing Forecast video briefing is designed for strategic marketers:  Ad agencies, in-house marketers, media buyers+sellers, business owners. Every month it features industry forecasts and trends from a variety of top sources, plus exclusive data from Ad-ology Research. The May 2011 Ad-ology Marketing Forecast features: Digital Coupons Mobile Search+Purchases B2B Marketing Watch the podcast

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