In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.
CMOs have long viewed attribution as an anchoring component for devising a good market strategy. Developing an attribution model is an outsourced activity. Consultants and agencies are the go-to option for most brands. Outsourcing the solution established an industry that takes months to produce results, requires specialized data, and has high costs for one-time deliverables. The emergence of software applications that allow brands to bring the attribution capability in-house makes the outsourcing model a bad decision. Here are 6 reasons why:
When I first started driving a car, the radio had a cassette, the windows were hand-cranked, and the dash had chrome dials and gauges. Pure Analog. Now my car is a veritable treasure chest of intelligent systems. I still decide where I am going and how I will get there.
Years ago, I sent information via Telex, a tedious and expensive way to get our message out.
The day our first fax machine came in, I was ecstatic. I could print a hard copy out and then lay it down and send it out. All I had to endure was a high pitch eeeaaaah! and I was on my way. Enter then email, text, sms, snapchat, kik, etc. The evolution was phenomenal, fast, and catastrophic to many businesses along the way.
Usually when one travels to London, you can expect gray, cold weather, marginal food, reserved people, and things that work quietly. At the Martech Europe conference this week, we had the opposite. Bright sunny days, very good food, upbeat people, and a presentation clicker that did not work. What was the attraction – catching up on the trends in Marketing Technology. In case you don’t have time to review the presentations here, below is a summary of the major themes.
Despite the rapid growth in online sales in most categories of retail, the furniture industry’s percentage of online sales has held constant over the last few years at approximately 7.5% of total.
More, according to Statista, this percentage is actually down from a high of 14.6% in 2010. The in-market results show a reversal of the general trend to shift more towards online.
Chief Marketing Technologists are leaders on the cutting edge of a new version of reality for marketing. Too long has Marketing lagged behind other areas of the company in its discipline and rigor in linking its plans to measurable ROI.
A few months ago the HBR published an article identifying the rise of the Chief Marketing Technologist (CMT).
In the most recent Advertising Age Marketing Fact Pack 2016, their research notes that the Top 25 global advertisers reduced their advertising spend by 4.1% for the last measured period.
5 years ago, the marketing simulation software industry was beginning to form as several companies were up and running.