In the digital age, streaming capabilities, media publisher's mastery of the web sphere and streaming technology have completely overturned the way consumers interact with brands. While traditional platforms of print, radio, television still occupy a significant portion of advertising professionals' time, more brands and ad agencies have come to terms with the sales potential behind effective digital marketing and placing video ads online.
Ad agencies want to beef up digital marketing skills
In a recent report, the Global Society for Digital Marketing Innovators (SoDA) surveyed industry professionals around the world to gauge their opinion of current trends in digital marketing and their business intentions for the near future. Study respondents included marketers from a variety or organization types that promote either goods or services. Of the 814?people surveyed, more than half deemed their company as very or somewhat sophisticated in terms of digital marketing savviness. Many noted the increasing demand from clients to prioritize online advertising tactics, such as video ads on the web, over traditional methods. It's therefore no surprise these companies are looking to strengthen their expertise in online mediums.
Nearly 30 percent of professionals said they intend to increase agency investments in digital marketing this year. While 16 percent said they're increasing their overall marketing spend, almost 40 percent reported they plan to reallocate funding to increase digital marketing without changing the firm's overall budget.
Study sheds light on niche industry
While the SoDA report gathered insight from companies that serve a variety of clients in both B2B and B2C industries, a separate study by ShopIgniter, a social media marketing company, and the Worldwide Business Research's Luxury Interactive conference revealed interesting trends among luxury brands.
Among more than 100 marketing professionals at brands in this category, 85 percent said they expect to expand their digital marketing budget, up from 80 percent in 2012. While internet enabled devices like smartphones and tablets are owned by various demographic groups, high-income earners ? consumers who are likely to purchase luxury items ? represent a significant portion of the market.
"Luxury brands are responding to these booming consumer trends with a significant shift in focus toward digital media," said Kelly Hushin, author of the study and digital content manager for Worldwide Business Research. "With affluent customers more likely to own smartphones and tablets and shop online across each, marketers are looking for more and more ways to effectively reach new and existing customers interested in luxury brands."
Social media is playing an increasingly important role for these companies, with Facebook serving as the most popular network. Three-quarters of survey respondents said posting videos to engage fans is one of their most relied-upon marketing tactics, which highlights the important of online video ads.
Mobile is a priority
With industry professionals and tech analysts deeming 2012 the year of mobile, the focus of digital marketing for many brands is getting smartphone and tablet owners to consume their content, as demonstrated by the Luxury Interactive Report. Nearly half of marketers said they plan to improve their mobile marketing results, and with good reasons, considering 125 million?consumers owned smartphones and 50 million owned iPads?in 2012 in the U.S. alone, according to comScore.
Last year, smartphone ownership penetrated the majority of the mobile market. The popularity of devices with Wi-Fi and/or 4G capabilities is surging, which led the author of the SoDA report to state, "2013 will once again be the year of ? drum roll, please ? mobile. "
More gadget capabilities means more people are consuming content on the go, and video ads on mobile?should be a top priority for brand marketers.
Source: http://www.yume.com/blog/marketers-are-investing-more-in-digital/
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