Recently, Razorfish's Paul Gelb suggested that the spend on mobile ads could soon surpass the spend on television ads, even though television advertising currently has a hundred-billion-dollar-plus lead.
There is, of course, good reason to believe that mobile advertising's best days are ahead. Mobile penetration is significant, and smart phone penetration is growing rapidly.
This article is the third in a series of ongoing extracts from Econsultancy's new Internet Marketing Strategy Briefing. The free-to-download report covers the most important online trends in digital marketing that currently occurring.
Topics covered within the document include customer centricity, channel diversification, data, social media and content strategy.
This extract, written by Econsultancy's US Vice President of Research, Stefan Tornquist, focuses on the ins and outs of measuring social media.
Of the industries impacted by the internet, the travel and hospitality industries are amongst those impacted greatest. While companies within these industries have faced numerous digital challenges, there can be little doubt that the web has benefitted forward thinking players immensely.
When it comes to hotels, however, a survey conducted by TravelClick found that a full quarter were still ignoring social media for purposes of "[increasing] occupancy and revenue per available room."
Are demographics dead? Will marketers eventually buy most if not all media inventory, including television inventory, on performance-based models instead?
Executives from agency Initiative think so.
In the digital world, tracking ROI is supposed to be easy. After all, there are so many tools for analyzing traffic and conversions, and attributing them to particular sources.
But in reality, tracking ROI isn't always as simple as it would seem. Many marketers, for instance, still focus exclusively on the last click despite the increasingly sophisticated tools that are capable of going beyond the last click.
As a result many either misattribute conversions to the wrong source, or miss them altogether.
Having launched a suite of advertising solutions over the past year, Twitter has answered one of the questions that had previously plagued it: will the popular social media hub ever find a business model?
But now that advertisers are using Twitter to promote themselves and their products to its audience, there's a new and even more important questions: is it delivering a return? According to some reports, the answer is in many cases a resounding 'no.'
Advertiser interest in Facebook has grown rapidly over the past several
years. With more than half a billion users, it is the biggest
social networking hub in the world, making it one of the top digital
platforms on which to reach consumers.
Its self-serve advertising platform, however, has received mixed
reviews. Unlike, say Google AdWords, advertisers don't necessarily have
'intent' present with every click, and converting Facebook traffic has,
for many of them, been challenging.
The platform's saving grace: it's
generally pretty cheap. But that may be changing.
Over the past two years, Facebook has fast become a major area of
interest for brand marketers.
Lured in by the social network's 500m+ users, some marketers are evoking memories of the AOL days, going
as far as to promote Facebook Pages over their own websites.
From storefronts to movie rentals, brands are increasingly
focusing on trying to use the site as a platform for commerce. Some
believe Facebook commerce, or f-commerce, could be the next big phase in
the evolution of ecommerce.
But according to a report by Forrester
Research's Sucharita Mulpuru, despite all of the talk about f-commerce,
Facebook isn't likely to become a retail force.
Email is dying, again. If you didn't know this, you must have been waiting for the email.
According to comScore, usage of web-based email plummeted again last
year, and that means that the "email is dying" crowd is out in full
force, once again promoting the notion that the mobile phone and social
media are making email irrelevant.
2011 is here, and for social media, it looks to be a good year.
After all, 2010 was a banner
year. Spurred by the growing popularity of popular social media hubs
like Facebook and Twitter, many marketers upped their investments in
social media last year. And this year, a good number are expected to up their