Marketing was long thought of as an art form. Now that the digital era is here to stay, marketing professionals are struggling to meet new kinds of goals.
Tag: media mix
It’s a challenge every business owner faces. How much of their marketing budget should be spent on branding versus short-term promotions?
Businesses are scratching their heads about marketing mix. Should they use more digital? More mobile? And how often should they adjust their budgets?
B2B marketers are struggling to stay current with the changes in marketing strategy and technology. In particular, some BtoB marketers continue to employ tactics which are no longer providing big returns. These are the findings from the Crain’s BtoB Magazine and Bizo survey that was published last month.
There’s little doubt that retailers will expand their online marketing efforts as more commerce shifts to that channel. For industry analysts, the challenge is how to determine which online formats will capture the largest share of retailer advertising dollars. A new survey by Bronto suggests that retailers will be making some changes in 2012.
A close look at the numbers that have been tallied up for 2010 can tell us about the recovery in the ad market. The numbers can also indicate what marketers think about which media channels deserve a higher percentage of the ad budget. Most experts have been impressed with the rapid growth of the online ad sector. But eMarketer analysts suggest that this channel should gain even more of the ad dollar to match the amount of time consumers spend online.
Marketers are working harder than ever these days to reach consumers with their promotional messages. But consumers have found more channels to engage with — like social networks and mobile phones. As ad budgets continue to be squeezed, smart marketers are taking a closer look at their media mix and optimizing their spending to lower costs and improve results.
Small and medium sized businesses (SMBs) know they need to advertise to increase sales. But the amount of money SMBs allocate for advertising and the way the budget is distributed across media channels varies significantly. In a recent study, BIA/Kelsey identified a separate group called SMB Plus Spenders.
When developing the right media mix for an ad campaign, marketers must take into account the basic principles that connect spending and sales increases. However, an optimal media mix also depends on market conditions and the industry in which a business operates. A recently published study released by the Interactive Advertising Bureau (IAB) finds that the proper balance of online and offline media in an ad campaign can spur sales but rates of return may vary across industries.