Where Are Marketers Allocating Budget? [CHART]

by Taha Sheikh on Sunday, September 29, 2013 in Marketing Efficiency

Earlier this year, in a joint report by Vizu (a Nielsen company) and the CMO Council, marketers projected that their overall spend on advertising would increase — growing faster in certain channels over others. What was particularly interesting were the two channels at either end of the spending spectrum.

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While marketers anticipated spending more budget in mobile and video adverting, social media was the leading channel marketers use to increase their ad spend. After all, social networks such as Facebook, Google+, LinkedIn, and Twitter are daily destinations for millions of customers, offering deep databases with high levels of engagement.  Furthermore, their ad products offer targeting based on demographics, social connections, interests, and habits — all rich data points for marketers to leverage.

Earlier this week Eloqua announced a new integration with Oracle Social Relationship Management (SRM) that allows marketers to manage their digital interactions from a single platform, helping to streamline their capabilities around social analytics, tracking, publishing, and targeting. The increase in ad spend on social media advertising certainly seems justified.

On the other end of the spectrum, it appears most marketers anticipate a decrease in spend on standard display advertising.  If we think about how this is typically implemented, the primary focus is on visitors to your site who learn about your products or services but leave before making a purchase.  They are then targeted with display ads to drive them back to your site. This is typically referred to as display ad retargeting and is a relatively common practice. It’s reasonable that marketers may be looking to decrease their ad spend as the effectiveness of retargeting begins to plateau.

Enter AdFocus. Eloqua has partnered with Bizo to develop a solution that allows marketers to use the digital body language and understanding of where a lead is in the buying cycle to ensure display ads are hyper targeted, relevant and personalized to the intended audience.  The result is that you significantly improve the accuracy of the display ads you put in front of the leads you care about to drive higher conversion. The right ad to the right lead, at the right time.

How are you allocating ad dollars to standard display advertising?  Does a solution like AdFocus change the way you think about the effectiveness of display ads and subsequently how you plan to allocate your ad dollars?

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