“Looking at the marketing subtopics that influenced business over the years, we find only three: marketing communications, customer relationships and channel management. The only one consistently on an uptrend since the 2000s is marketing communications.”
via INSEAD Knowledge
Nearly one-third of U.S. advertiser spending on programmatic display ads goes to tech and software intermediaries — the so-called “ad tech tax” — to execute ad transactions, before publishers receive the rest as advertising revenues.
“Nielsen survey research shows that earned presence is more likely than traditional paid marketing investments to influence consumers to switch brands. Recommendations and reviews, in particular, are forms of earned media that are more persuasive.”
In the U.S., roughly one in four internet users will block ads this year on at least one of their internet-connected devices. Penetration will be stable, increasing only to 27% of internet users at the end of our forecast period. Still, the ROI for online ads is pitiful.
According to the latest worldwide market study by Juniper Research, the total spend on digital advertising is forecast to reach $520 billion by 2023 — that’s rising from $294 billion in 2019.
“Despite notable successes, digital marketing has often stalled in a trial phase for years in many companies. Why is that? We find that the managers responsible often blame it on culture and legacy behavioral patterns.”