But meanwhile, the industry faces some tough challenges, including growing consumer backlash against digital ads that hurt the user experience without offering real value. Statistics show there are 45 million active ad block users in the US as of June 2015.
And with display ad click-through rates (CTRs) averaging six clicks per 10,000 impressions — and remaining stagnant since 2010 — it appears that marketers aren’t doing their job when it comes to reaching consumers at the right time with relevant content.
For two decades, digital promised to be the #marketing revolution that would reduce costs, make it easier to measure outcomes and create more timely and engaging interactions with consumers. But the reality in 2016 is quite different from this vision.
Marketers find themselves amid a proliferation of touch points and a tangle of disparate technology platforms and customer identifiers. The majority of marketers don’t have a single view of their customers across channels, and only 20 percent say they use cross-channel data and attribution to evaluate marketing.
On one hand, marketing spend continues to increase. According to recent research from eMarketer, nearly a third of CEOs in the US say they plan to increase spending on #advertising over the next 12 months, and nearly a quarter plan to increase spending on marketing and #sales promotion.
On one hand, marketing spend continues to increase. According to recent research from eMarketer, nearly a third of CEOs in the US say they plan to increase spending on advertising over the next 12 months, and nearly a quarter plan to increase spending on marketing and sales promotion.
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