Tue Dec, 2011 by Derek Mehraban
Zoomerang has released its latest results from surveys of chief marketing officers around the world. It is no surprise that investments into digital marketing will be ramped up. 68% of respondents say they are going to use 2012 budgets to integrate social media spending into their email campaigns. While Social media is valuable, most executives see it as a great way to build awareness among potential customers about what is happening, but the real measure for engagement is through email campaigns. Search and display efforts, however, are not likely to be tied into email efforts. Those channels will continue to be used for delivering customers to web sites or to brick and mortar stores.
Facebook and Twitter are the front-runners for channels of social media to be used on 2012 efforts. This is not a shock, but what is surprising is how mobile efforts will be made. While mobile dollars will take a larger share of budgets than they previously had, more executives are making app building a higher priority than increasing mobile advertising spending. More of the new money spent on mobile will be dumped into app building, a discrete standalone platform instead of ad servers that can render numerous impressions to many users many times a day. The app is flashy and maybe for the large vendors it makes sense to have a stand alone app, but the digital agency can capitalize on this shortsightedness by gaining a larger share of mobile ad impressions than would otherwise happen if the surveyed executives were not so keen on app building.