Online Strategy

Online Strategy

Here are ten key trends we’ve been tracking, that we continue to be critical drivers for online advertising growth and the migration of marketing throughout our medium term forecast:

  1. Search swells further
    In spite of the massive size already, the switch to search engine marketing continues, with high emphasis on both paid-for clicks and position in natural search results
  2. Video and television migrate
    A rapid increase in the volume of video content online as key demographic groups migrate to web-based viewing rather than traditional television; within this mobile will play a significant role as new generation handsets roll out
  3. Smarter social media marketing
    Strong migration away from classic advertising to smarter and more engaging social media formats from branded content to sponsorships and social applications
  4. Mobile web arrives (and this time it’s for real!)
    After the false promises of WAP, mobile portals and first generation mobile broadband, the new generation phones and apps stores finally unlock the long awaited step-change in the use of mobile content, mobile web, mobile social media and geo-location based advertising
  5. Affiliates evolve
    Individuals becoming affiliates within expanded affiliate and social networks
  6. Ad-effectiveness falls
    Continued erosion in advertising effectiveness as consumers become even more adept at ad avoidance
  7. Retail consolidation and structural change
    The natural consolidation of a cluttered retail market with fewer, more globalised stores and strategies
  8. Classified migration
    Completion of the migration process to a stable level where 85% of classified volumes are web-based
  9. Analytics-driven pricing
    Widespread adoption of more effective trading mechanisms based on the real and long term value of leads
  10. Auction based trading and transparent pricing models
    The structural change triggered by Google’s self-service and auction models will finally spill over into the wider online media market, with highly transparent pricing and a critical mass of auction-based trading platform

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