Marketing Research on Online Media

If you are reading this blog, if you are thinking about how web 2.0 can help your business and form part of your marketing strategy then you are well ahead of many marketers!

According to Online Media the ANA reports that
"More than 90% of the 250-plus marketers surveyed .. plan to increase their digital spending. But plenty of obstacles stand in the way of fully embracing the new world disorder of fragmentation and personalization of media--culture being the biggest one.

While recognizing the importance of a digital culture, only 24% of the survey respondents think their organizations are digitally savvy. Among the barriers cited to making bigger digital investments are insufficient metrics (62%), lack of organization support (51%) and lack of experience in new media (59%).

In addition, almost 60% of participants believe creative, strategic and media capabilities should be rebundled--but there's no clear view of which type of agency should lead."

The research identified 5 key themes, which are quite interesting

Marketing as Conversation: It's less about sending a message and more about conversing. More than half the marketers say they plan to increase their PR budgets to help in this regard.

 

Insight into Foresight: Technology enhances targeting capability and 80% of marketers surveyed place a high importance on behavioral targeting.

 

Media is the New Creative: Distribution and context rivals creative execution in importance. A new role of "communications integrator" is emerging that bridges the gap between media, creative and brand strategy. More than 80% of participants say communications planning capabilities will be critical moving forward.

 

Marketing + Math + Technology: Data quality, quantity and accessibility mean that math is everywhere. Leaders are more likely to have the metrics and capabilities to judge the effects of new media.

 

The Network Effect: Digital media requires a far higher level of collaboration and coordination across all players. Nearly 60% of survey respondents believe creative, strategic and media capabilities should be rebundled--but there is no consensus as to which type of agency should lead.

Whether you are in a small business or a large corporation these themes are relevant. I believe that small business are no longer disadvantaged through lacking of funding, indeed they have important strengths -  they have the ability to trial, the ability to act quicker, the ability to evolve ....combine this with imagination > budget then we need to crack on with developing our marketing strategies.