Digital marketers today are operating in a drastically different landscape from what they encountered 10 years ago. The best, most successful digital marketers know the importance of agility when it comes to engaging today’s fast-moving, always-on consumers. And while these 10 facts certainly don’t paint the full picture, they’re worth knowing for any marketer who hopes to win in the digital landscape:
1. Online Advertising Budgets Are Sky Rocketing
2017 will mark the first time digital ad spending surpasses TV ad spending. According to eMarketer, TV ad spending will total $72.01 billion, while digital ad spending will climb to $77.37 billion.
2. Mobile Rules the Digital Landscape
Google announced more searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan.
3. Video Resonates with Consumers
A survey by Animoto found four times as many consumers would rather watch a video about a product than read text, and marketers are catching on to this fact. According to research from Magna Global, programmatic video will increase to 50% of banner display and video spend by 2019.
4. Programmatic is Everywhere
The use of programmatic ads isn’t just growing when it comes to video. As eMarketer revealed, U.S. programmatic digital display ad spending will increase 39.7% in 2016 and represent 67% of total digital display ad spending. eMarketer credits this growth to the increasing sophistication of programmatic technology and its ability to pair rich audience data with ad inventory and targeting.
5. Effective Marketing is Cross-Device Marketing
Brands that do not have an effective cross-device marketing strategy will surely fall behind their competitors. According to DMA, the average consumer is now connected through five addressable devices, but 69% of marketers say organizational challenges surrounding data make it difficult to create true cross-device seamlessness.
6. Wearable Technology is Making a Splash
In 2016, the Internet of Things will create an entirely new sea of data for digital marketers to tap into. In fact, Accenture data shows that wearable, connected technology will see a user adoption rate of 28% in 2016.
7. Location-Based Technology Drives Sales
Another valuable source of data available to marketers is location-based technology, which enables marketers to deliver timely, personalized messages to customers when they are in stores. According to Search Engine Watch, the value of in-store retail sales influenced by beacon-triggered messages in the U.S. in 2015 and 2016 will total $4.1 billion.
8. Personalization is No Longer Optional
Speaking of personalization, consumers (especially Millenials) want it and marketers are aspiring to deliver. In fact, Marketing Magazine shared data that showed 70% of 18-24 year olds in the U.K. stated that brands that fail to personalize marketing will lose them as customers. Moreover, Ascend2 to released data that shows 70% of marketers report personalization is their key data-driven goal.
9. Seamlessness Leads the Way
In this cross-device world where personalization is top-of-mind and data sources are plentiful, consumers will choose brands that offer seamless experiences. According to Accenture, 49% of consumers believe the best thing retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels.
10. People-Based Advertising is the New Frontier
All this considered, people-based advertising meets the needs of data-driven digital marketers and the demands of modern consumers by targeting ads to customers using a brand’s own first-party customer data. According to a study conducted by Signal in partnership with Econsultancy, for 1-in-4 marketers in the U.S. and Australia, people-based advertising comprises more than half of their digital ad spend.