What are marketers spending their money on in 2012?
As 2012 progresses, professionals are developing marketing strategies that will help companies transition into the new year. With the national economic outlook bright, business owners have the potential to sway the purchasing behavior of consumers now more than ever.
A report conducted by the professionals who put on the eTail conferences each year indicates that marketers plan to commit a significant portion of their budget to search marketing over all other channels. Data shows that 48 percent of respondents say in the next three months, they will investment more in search – 32 percent in email, 32 percent in mobile and 34 percent in social. This marketing mix looks much different today than in the past decade, with digital channels strengthening their grip on lead generation and profit margins.
While search marketing is the fastest growing channel, professionals must optimize their mobile sites to appeal to on-the-go internet users. Research from Compuware found that 57 percent of consumers will not recommend a business with a poorly designed mobile site, and 40 percent of people will navigate to a competitor's site after a bad mobile experience.
Marketers must begin planning next year's marketing budget, and while focusing on search marketing is easy, professionals should also be considering the advantages of mobile advertising.