Mobile Trends for 2010
Outdoor advertising has historically been difficult to measure. Digital out-of-home (DOOH) signage is changing this by incorporating SMS technology to create immediate campaign engagement. Campaigns such as Nike’s “Chalkbot” that allowed cycling fans to have a robot stencil messages on the course pavement in support of Tour de France riders via SMS or Twitter. Mobile is becoming a strong device in the now consumer driven interactive media.
2010 Ford "Focus"
2010 Ford “Focus” on Social Media
As Ford vehicles grow in convenience, Ford Motor Company grows it’s social media strategy. J.D. Power & Associates estimates the average automaker allocates 9% of its spending to digital advertising, a figure expected to rise to around 12% by 2012 as more companies transition to social media and other interactive mediums from traditional television and print campaigns.
In a race to outpace other automakers; Ford launched their first digital strategy, “Fiesta Movement Campaign.” The 18 month program, which began in 2008, generated more than 11 million social media impressions, 5 million social media engagements and has prompted users to post 11,000 videos, 13,000 photos and 13,000 tweets. A great start for a vehicle that is not even in dealerships as of yet. Ford announced in January they would continue these efforts by moving 25% of their traditional media budget to interactive mediums.
2010 Outlook: Marketing Priorities and Plans
Customer acquisition is companies primary marketing goal of 2010, as stated in the B2B’s “2010 Outlook: Marketing Priorities and Plans” report.
While the economy had a devastating effect on marketing this year—with nearly 60% of b-to-b marketers slashing their budgets—next year looks much brighter, according to BtoB’s “2010 Outlook: Marketing Priorities and Plans” report.
