• Convergence of direct response and branding media campaigns

Marketers have placed a wall between these two types of campaigns, but in reality, they are both aimed at one primary goal: reaching a customer and influencing their decision-making to drive sales for the product or service that we are advertising.  While direct response and branding campaigns will have different metrics associated with planning and optimization, there is now a crossover not only seen through media attribution, but more clearly understood by agencies and companies.

• Companies are looking for one agency to solve all of their digital marketing needs

Having multiple agencies that all specialize in one digital marketing tactic is becoming less attractive as companies move toward consolidation and streamlined integration. Rather than overseeing five separate agencies, companies need a single point of contact or single agency to manage solutions and lead their digital marketing efforts as a partner.

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There is no doubt that digital media is becoming more and more prominent every day. Everything has a website, it’s all about fans and followers, there’s an app for “that,” and tablets are making print feel irrelevant. However, despite rumors and myths, digital is not replacing traditional media; it is enhancing it. While advertisements have shifted from “buy now” to “follow us,” traditional media is being forced to learn how to play with digital media to create a more well-rounded, powerful campaign. Because of this, companies are starting to take digital media more seriously realizing its importance in creating value for consumers. It’s this user value that provides the most powerful impact.

Thanks to the Y generation, traditional media now plays a different role when it comes to a campaign. It hasn’t lost its power to reach masses, in fact that’s where its strongpoint is. Traditional media’s ability to reach masses is used for “introducing” a campaign and driving consumers to digital media. Digital media in return, ultimately turns into brand loyalty and conversion rates. It is suggested that 70% of budgeting should be spent on traditional media to ultimately drive consumers to digital media. Thus, to be popular online, offline advertising is still key.
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The 2011 Consumer Electronics Show has come and gone, leaving behind an array of consumer gadgets hopeful of becoming the next big thing. Among them are smart TVs, also known as connected televisions. Though most are focusing on how the move back to television will improve electronics sales, we believe it is far more important to discuss how this traditional platform will improve the digital marketing arena. The shift to smart TVs will give the digital ad world countless new areas of engagement to explore, increased interaction on larger screens and new functionality in much the same way, if not more, than other smart technologies.

With sales of connected TVs increasing by 38% in 2010 and the home theater market growing at a surprising rate (pre-Super Bowl excitement a contributing factor), the consumer demand is giving agencies good reason to explore new engagement opportunities. The importance consumers are placing on traditional home entertainment (combined with the amount of time spent in front of a television and viewing from multiple screens, such as smartphones or laptops) is creating the perfect scenario for digital advertisers to become a consistent, integral part of the experience.
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