Thoughts Melange

Digital marketing trends

Marketers and agencies agree that in 2011 we’ll see continuation of the growth trend from 2010 in digital sector. Social media will become a mainstream engagement and influencer platform, with more and more clients realising its potential and integrating social tactics into the overall marketing strategy.

In conjunction with the social media marketing trend mobile marketing will explode. According to new research undertaken by Behaviour & Attitudes one-fifth of adult population in Ireland own a smartphone and the smartphone market is set to grow to potentially 1.5 million by spring 2011. With numerous Android devices, Apple’s IPhone, Ipad, and growing tablets market (Blackberry, Motorola, HP and Ipad 2 and Android tablets to come) consumers will download even more apps and games. Location based services, event-based mobile marketing and augmented reality will be on the increase.

Digital media spend

As a result marketing leaders must shift marketing budgets towards online. Online channels are lower cost, can reach very targeted audience and are becoming more measurable, we can expect continued decline in the use of traditional media.
Digital media spend in Ireland is set to increase by up to 15pc in 2011, while overall media revenue will drop by 5pc, Accenture Media Management has predicted.
“Digital media spend is set to buck the trend in 2011 with many advertisers viewing the medium as most appropriate to the current economic environment - and the resultant budgetary constraints,” said Nina Gallagher, senior manager with Accenture Media Management:
“By its nature online advertising provides advertisers with a cost-effective and accountable alternative and many of the more traditional media segments will have to work hard to retain their share of the market. While Ireland still lags many other European markets when it comes to digital media spend, indications are that Irish advertisers will contribute to closing this gap over the coming 12 months.”
Gallagher said Accenture estimates that the total advertising market will decline by 5pc in 2011, resulting in a total market worth approximately €750m in 2011.

Overall Irish ad market expected to fall by 3pc, according to a new forecast from Carat.
The company says online revenues will remain healthy (growth of 11pc to €120m is predicted), but will increasingly move towards direct response led activity, social media and mobile, while search advertising will continue to remain robust.