Cover Story: Media Usage Survey 2015
For example, you may now buy ad placements which run seamlessly across Google, social networks and other websites with display ad space. Consumers are liable to see the same ad everywhere from their online email clients to search results and social media feeds.
When we asked marketers, "What's influencing changes in your direct marketing media allocations?," one note came back that there was, "Poor performance of PPC advertising, [we're] shifting those dollars to remarketing campaigns." And that their B-to-C business was "Shifting those funds away from portals to increasing search and personalization on company site." So even where dollars are leaving online ads, they're moving to other forms of online ads. Thus, only 5 percent of responses indicated a decrease in that media spending.
Building a competent and successful integrated marketing strategy is a long journey, and there's no one right way to get to where you're going. Diversity is key. "Marketers shall not live on any one media alone" could be canonized and used as marketing scripture. Hopefully, this year's results will not stand as a be-all, end-all for what you could or should be doing, but rather help guide you to a toolbox of marketing media solutions which help you achieve your goals of profitability and success.