Marketers may have more tools than ever before to employ when promoting their products and services. But, one key part of advertising has not changed. Businesses still need to target unique audiences and, as a result, they are turning to multiple formats even as they seek to focus on a more narrow niche.
About 20% of marketers surveyed recently by PointRoll and Kelton Research say they still encounter challenges in identifying the right audience and that conquering this challenge is more important than the latest industry developments such as social media and social gaming. However, once the right audiences are identified, surveyed marketers say they’ll increase spending over the next year on new media formats because they don’t want to fall behind their competitors:
- Social Media/Ads 79%
- Mobile Marketing 75%
- Tablets 66%
- Digital display ads 59%
The number of formats being employed in a single campaign is increasing. And, 28% of marketing executives agree that they now use between 7 and 9 tools to connect with their target audience during a single campaign. Often, this strategy means that the average marketer is also dealing with up to 7 different vendors to get the job done. Because of this approach, marketing executives believe they are under-performing, especially when it comes to optimizing their expenditures and ROI.
2012 may be the year that more marketers finally look for an ‘all-in-one’ digital shop to help them achieve their goals – both in terms of increasing sales and improving ROI on marketing outlays.[Source: Marketing Tools Study 2012. Pointroll.com. 2012. Web. 7 May 2012]