Canadian Ad Insider

As part of our coverage from Digital Day 2012, Steve Levy presented a session outlining the results of an annual report on Digital Marketing. This report considers trends as seen by digital media practitioners. Read on for a summary of results in this session entitled “Digital Marketing Pulse”.

Marketers and Agencies have experienced a change over the last 7 years.
From the viewpoint of:

• “Don’t Go There” to
• Having to manage ambition

This presentation takes into consideration the perspectives of:

1. What Canadian marketers/agencies are doing?
2. What the public is doing?

Leaders in Digital Marketing:

• Google
• Amazon
• Ford
• Nike
• Apple
• Rogers
• Coke
• Starbucks
• Facebook
• BMW
• Kraft
• P&G

Components of Digital Marketing

• 2006 – 10 components identified
• 2012 – 17 components identified (including email marketing and search engine optimization)

Email Marketing

• The Marketer/Agency Point of View
  • Targeted email campaigns are more effective than direct mail campaigns
  • In 2012 “Daily Deals” flooded the market
  • Saw a minor bounce back of direct mail
  • Email marketing is alive and healthy

• The Consumer Point of View
  • 88% receive promotional emails
  • Willingness to receive info via this medium

Search Marketing

• The Marketer/Agency Point of View
  • “The more you know the less you know”
  • The Twitter Effect (Micro-Blogging)
  • The Public Point of View
  • Many are aware of Twitter, few are using it
  • Awareness of Twitter in 2006 was only at 1%
  • Increased to 15% awareness in 2011

Social Network Marketing

• The Marketers/Agency Point of View
  • Continues to evolve (Facebook)
  • Usage content: 54% Strategy tools
  • 2012 was NOT the year of the mobile
  • Dip amoung marketers usage
  • Agency side is up, however, showing lots of innovation

Mobile Marketing is the next frontier in digital marketing, however:

• Mobile is the first to get cut in budget
• It is hard to demonstrate its effectiveness

Best practices in Digital Marketing include:

1. Target market/know your audience
2. Engaging/Interactive

Canadians understand the digital connection, but no one stands out.

• The Marketers/Agency Point of View
  • Shuffling expenditures across media continues
  • Print, Radio, TV, OOH, and Direct mail have all decreased
  • Email, Mobile and Online have all increased

From the Conference Board of Canada:
“Internet to overtake television by 2016”

7 Thoughts to leave you with:

• “Don’t go there” to managing ambitions
• Email marketing is alive and healthy
• Gap between effort expended and public’s willingness to receive
• Twitter is important in the mix
• Leaders in the FMCPG, financial services, and retailer industries
• Major mobile, minor traditional
• 2012 was NOT the year of the mobile

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