Winterberry Group's 10 Direct and Digital Marketing Trends for 2011
A focus on traditional marketing topics in the digital space, an increase in mobile opportunities, and a slowing down of social media usage and adoption are just three of 10 direct and digital marketing trends for 2011 Bruce Biegel, managing director at Winterberry Group, a global marketing and advertising consulting firm, discussed at a recent Direct Marketing Club of New York luncheon. Here's a recap of the 10 trends Biegel covered in his presentation:
1. A focus on traditional direct marketing concepts—including targeting, measurement and optimization—continues to dominate online marketing, Biegel said, “though brand is gaining share.”
2. Slow—but steady—economic improvement continues. “This will lead marketers to reinvest in acquisition, tests and new media,” Biegel said. “But budget and staffing increases lag recovery given the renewed focus on constant improvement.”
3. Regulators will remain focused on consumer privacy initiatives such as do not track and browser-based opt out, with increasing emphasis on marketer disclosure, consumer choice, and stricter regulation around collection and usage of personal data. That said, Biegel doesn’t believe any legislation in this area will pass this year.
“While it will be a hot topic in the press, and bills have been introduced in Congress on the subject, there's a long comment period, so I don’t see anything passing in 2011,” he said. “But marketers should continue to pay close attention to it.”
4. Advancements in media buying across channels due to automation. Real-time media buying across the digital and traditional space will intensify thanks to sophisticated automated systems available now, Biegel said.
5. Mobile opportunities accelerate in concert with consumer adoption, improved technology, and enhanced agency and marketer expertise. “Yes, 2011 can be considered the year of mobile, and we’ll continue to see more and more spent on mobile” Biegel said. “But keep in mind that the amount is still incremental. Mobile still doesn't present a massive opportunity.”
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.