Winterberry Group's 10 Direct and Digital Marketing Trends for 2011
6. While consumer adoption of social media slows, B-to-B adoption of the channel accelerates, Biegel forecasted. What’s more, marketers will turn more and more to social networking platforms as sources of data and feedback.
7. Death of the “direct vs. digital” agency as traditional distinctions between branding, direct and digital services blur. “Digital agencies do traditional direct, while traditional direct do digital today,” Biegel noted.
8. Marketers will increasingly demand automated technology solutions to improve efficiency and effectiveness in their marketing processes and interaction channels. “While marketers are only beginning to prepare for this transformation, large software suppliers have begun to enter the market via acquisition, building ‘marketing stacks’ or broad solution suites as they have elsewhere in the enterprise,” Biegel said.
9. Deal activity will accelerate rapidly across marketing services segments—especially database management, analytics, lists and tech sectors—Biegel predicted, “as once-dormant VC/private equity buyers get back in the game and strategic buyers refocus their growth efforts.”
10. This year will be a replay of 2010, but larger and faster. Marketers recognize the importance of a foundational data management and delivery strategy, and therefore will require platforms that enable the following:
- privacy-compliant, integrated multichannel data for targeting, enhancement and attribution;
- improved database and analytics solutions that can handle an increasing number of variables and automatically adjust models based on internal and external events; and
- cross-channel campaign execution platforms that enable targeted advertising for real-time and calendarized media buying.