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ADVERTISER WANTS AND
NEEDS IN 2012: AUDIENCE,
DEVICES, EASE
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POINTROLL /
KELTON RESEARCH
ADVERTISER WANTS AND NEEDS IN
2012: AUDIENCE, DEVICES, EASE
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WHAT WE’LL COVER
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UNDERSTANDING CONSUMERS
“Audience management tools
are important this year.”
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IN NEED OF IMPROVEMENT
One in five marketers report
identifying the right
audience has been holding
them back from success.
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MOBILE
TABLET
SOCIAL
BUDGET BOOSTERS
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BUDGET SHIFTS
Marketers are putting money behind efforts that focus on reaching specific
consumers through popular sites and devices.
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BREAKING FROM TRADITION
Shift from traditional marketing efforts toward using more digital channels
to build brand awareness with key consumers.
bulk of their marketing and advertising
budgets supported traditional efforts in 2011
over one in five predict a drop in these
budgets this year.
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PLAYING CATCH-UP
Close to two in five (39%) believe their organization is
behind the digital marketing curve.
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HOT
TOOLS
AND
TRENDS
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POPULAR STRATEGIES
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POPULAR TOOLS
Thirty percent of those who are
at the director level or above
predict the most used marketing
method in 2012 will be search
advertising, compared to 19
percent who are in supervisor or
manager positions.
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VIDEO
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THE TRENDS
Excitement around trends in the industry, including innovative technologies
such as:
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GETTING
THE
JOB
DONE
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JUGGLING SKILLS
Over a quarter (28%) of
marketing and advertising
professionals typically employ
at least seven to nine tools to
reach their target market in
the midst of a campaign.
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JUGGLING SKILLS
One-third (33%) admit
that optimizing channels
or tools prevents them
from doing their job as
well as they could.
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MORE CHANNELS MORE PROVIDERS
Over a quarter (29%)
of respondents use at
least ten partners to
get the job done.
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WEIGHING THE BENEFITS
Over one-third (34%)
feel that managing
multiple vendors
typically prevents
them from doing their
job better.
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MAKING IMPROVEMENTS
Too many tools and
providers are why one
in ten (10%) say their
biggest marketing goal
for this year is to work
more efficiently with
vendors.
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GREAT INVESTMENT
Marketing professionals would pay a company an average
of $107,500 to manage an integrated digital campaign.
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MOST IMPORTANT IN 2012
Around three in ten
say their most
important marketing
goal for this year is to
increase sales (31%)
or ROI (28%).
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BROKEN SYSTEM
Nearly two in five (37%)
marketing and ad execs
are dissatisfied with
their organization’s
current method of
tracking ROI.
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HELP NEEDED
report that inefficient ROI
tracking and measurement
has kept them from
success at work.
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IN THEIR
OWN WORDS
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Most important marketing or advertising lesson
you learned at work in 2011?
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MARKETER
PERSPECTIVE
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THANK YOU!
ACCESS THE FULL STUDY AT
HTTP://BIT.LY/POINTROLLMKTGSTUDY2012
If you have additional questions, email cspurway@pointroll.com or
baylen.springer@teamdetroit.com.
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