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Where Should Your Online Media Spend Go In 2012?

Interesting online media trends for 2011 & 2012

Value/Importance:

Recommended link: eFrontier

Our commentary

A fantastic report from eFrontier, looking back over 2011 and with an interesting outlook on 2012. The report covers, in great detail, the spending patterns globally and across multiple platforms (Google vs Facebook for example) for their client base. It certainly sounds like Q4 2011 was the big spending month with regards to YoY growth, with US retail spend up 18% YoY. The key trends for you to consider from the report are:

  • Mobile spend (specifically tablets) is becoming increasingly important, likely to make up 16-22% of all paid clicks by the end of 2012
  • Facebook advertising spend will reach 5% of all spend by end 2012
  • Overall media spend will grow 15% by the end of 2012
You can view the full report here, or checkout the top level infographic below.

eFrontier Infographic

Marketing implications

Some impressive growth figures are shown considering the global economic situation, but what actions should you consider as a result:

  • Are you ready for the growth in mobile? Is your site / content geared for it and have you considered a media plan as part of your marketing strategy, certainly sounds like you should be? Likely some good wins for early adopters, much lower CpC (and clicks) but good a better ROI?
  • Facebook ad investment is growing but still a small % of ad spend and clicks. Have you started to trial this for your brand?
  • Facebook media spend for fan growth, should be done carefully! Ensure you are doing it to amplify inspiring or entertaining content rather than interrupt your way to one more fan
  • The lion share of spend is still with Google, is your (or your agency) time split with that in mind? Or are they distracted by the latest thing, i.e Facebook?
  • Spend is still  increasing meaning your budget may have to, if you are to maintain the same reach (though monitor ROI).
    • While CPC may come down slightly, you should consider how media is been utilised in your wider marketing strategy and plan for a smaller reach through media

 

By Chris Soames

Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.

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