Online advertising
Online advertising is expected to be a strong market for investment this year, as digital marketing should…
Online advertising
Online advertising is expected to be a strong market for investment this year, as digital marketing should offer plenty of lead generation opportunities.
A recent report by Zenith Optimedia predicted that online advertising spend will grow by 4.7 per cent in 2012 as important events occur.
The firm cited the US Presidential Election, the London Olympics and the European Football Championship in Poland and Ukraine as reasons for why online advertising will be lucrative in 2012.
You may be wondering why these events will boost online advertising and it’s purely because people will be browsing more content on social media or online video sites in relation to these events.
Senior director of category development at Specific Media Daniel Stephenson explained to Media Week why online will boom this year.
He said: “With economic doom and gloom showing no signs of abating in 2012, consumers will be looking for bursts of cheer wherever they can find and afford them.
“These may involve increased consumption of online video and music and even purchasing the occasional ‘feel good’ treat around key events of national pride, such as the Olympics and Queen’s Diamond Jubilee.”
This can also apply to B2B buyers as the entire nation is likely to become involved with these events.
Mobile marketing
Mobile is also predicted to enjoy growth in 2012 offering you the chance to generate leads through email marketing sent to portable devices.
This boost in mobile use could be generated by the creation of location-based check-ins via mobiles by LOCOG, the Olympic organisers.
It is thought that visitors to Olympic events will be able to check-in to the venue using their mobiles with Foursquare.
Gary Cole, commercial director at O2 Media, told Media Week that mobile’s growth will continue apace in 2012, as m-commerce, video messaging and even augmented reality will become the norm for brands.
We still have a long way to go until the London Olympics but it looks like there will be opportunities for firms to win new business in a number of ways in the run-up to the big event.
How will the Olympics affect your marketing plans?
