Big brands spend plenty of money focusing on their national campaigns. They know they need to make an impression at the local market level, too. At least 80% are spending more or the same level of local marketing dollars in 2014 as they did last year. But, Balihoo, in its Local Digital Marketing study, notes that only 7% are satisfied with their local campaigns and measurement abilities.
Are consumers burning out on being constantly connected? Mindshare analysts think so. In its 2014 Culture Vulture report, the company shows that consumers feel overwhelmed by technology. This is just one of several trends that brands should be paying attention to this year.
Earlier this week, I cited ZenithOptimedia’s data on the strong future for mobile advertising. Those statistics are supported by Ovum data produced for the Internet Advertising Bureau (IAB). 32% of major brands surveyed by Ovum are spending at least $300,00 on mobile annually and growth in the format is likely to surge next year.
Automakers are busily adding new features to their latest vehicle models. And, this year, more consumers are in the market for a new vehicle, so some of the added features may be important from a competitive standpoint. To understand which features to promote in their ad campaigns, automakers and dealers might want to check out the newly released survey from NADA.