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Advertiser Wants and Needs in 2012: Audience, Devices, Ease with Special Guest Baylen Springer
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Advertiser Wants and Needs in 2012: Audience, Devices, Ease with Special Guest Baylen Springer

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A new study conducted by PointRoll and Kelton Research asked leading brands and agencies what their major marketing wants and needs are in 2012. Industry trends, how their media spend is changing and …

A new study conducted by PointRoll and Kelton Research asked leading brands and agencies what their major marketing wants and needs are in 2012. Industry trends, how their media spend is changing and how important audience targeting tools, social media, tablets, and cross-screen media were highlighted. During this 45 minute webinar we’ll share the insightful results and also the perspective of Baylen Springer, a leading digital strategist and SVP, Director Digital Media Analytics for Team Detroit.

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  • 1. ADVERTISER WANTS ANDNEEDS IN 2012: AUDIENCE,DEVICES, EASE 1
  • 2. • ASK QUESTIONS• FOLLOW: @POINTROLL• TWEET ALONG: HASH TAG #PRSURVEY 2
  • 3. POINTROLL /KELTON RESEARCHADVERTISER WANTS AND NEEDS IN2012: AUDIENCE, DEVICES, EASE 3
  • 4. WHAT WE’LL COVER••• 4
  • 5. UNDERSTANDING CONSUMERS “Audience management tools are important this year.” 5
  • 6. IN NEED OF IMPROVEMENT One in five marketers report identifying the right audience has been holding them back from success. 6
  • 7. MOBILE TABLET SOCIAL BUDGET BOOSTERS7
  • 8. BUDGET SHIFTSMarketers are putting money behind efforts that focus on reaching specificconsumers through popular sites and devices. 8
  • 9. BREAKING FROM TRADITIONShift from traditional marketing efforts toward using more digital channelsto 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. 9
  • 10. PLAYING CATCH-UP Close to two in five (39%) believe their organization is behind the digital marketing curve. 10
  • 11. HOTTOOLSANDTRENDS 11
  • 12. POPULAR STRATEGIES 12
  • 13. 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. 13
  • 14. VIDEO 14
  • 15. 15
  • 16. THE TRENDSExcitement around trends in the industry, including innovative technologiessuch as: 16
  • 17. GETTINGTHEJOBDONE 17
  • 18. 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. 18
  • 19. JUGGLING SKILLS One-third (33%) admit that optimizing channels or tools prevents them from doing their job as well as they could. 19
  • 20. MORE CHANNELS MORE PROVIDERS Over a quarter (29%) of respondents use at least ten partners to get the job done. 20
  • 21. WEIGHING THE BENEFITS Over one-third (34%) feel that managing multiple vendors typically prevents them from doing their job better. 21
  • 22. 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. 22
  • 23. GREAT INVESTMENTMarketing professionals would pay a company an averageof $107,500 to manage an integrated digital campaign. 23
  • 24. 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%). 24
  • 25. BROKEN SYSTEM Nearly two in five (37%) marketing and ad execs are dissatisfied with their organization’s current method of tracking ROI. 25
  • 26. HELP NEEDED report that inefficient ROI tracking and measurement has kept them from success at work. 26
  • 27. IN THEIROWN WORDS 27
  • 28. “ “ ““ “ ““ 28 28
  • 29. Most important marketing or advertising lessonyou learned at work in 2011?“ “ ““ “ “ “ “ 29 29
  • 30. MARKETERPERSPECTIVE 30
  • 31. ••••••• 31
  • 32. THANK YOU! ACCESS THE FULL STUDY AT HTTP://BIT.LY/POINTROLLMKTGSTUDY2012If you have additional questions, email cspurway@pointroll.com or baylen.springer@teamdetroit.com. 32

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