Marketing in the Digital Age Market Assessment 2009

DUBLIN – Research and Markets has announced the addition of the “Marketing in the Digital Age Market Assessment 2009” report to their offering.

Roadside billboards are probably the oldest form of advertising and the oldest form of information. The digital revolution has ensured that billboards have come full circle, with the November 2008 launch of a network of 16 roadside screens broadcasting live news feeds from Sky News.

Digital billboard networks are increasingly available to advertisers in many locations — railway and underground stations, airport terminals, shopping centres and on-street locations. Many are interactive, which signifies digital marketing’s leap from the PC-accessed Internet into the real world.

However, the PC remains key to digital marketers. Despite high hopes of next-generation mobile telephones providing the same kind of networking services as are available online, mobile marketing has not moved in any significant way from text marketing, and mobile network operators are now including laptops as part of their deals to encourage users to expand their network usage.

Mobile marketing barely features as a percentage of overall advertising expenditure, where the Internet continues to take market share from print and television. Marketing budgets are being cut across the board as the economic situation worsens, but online budgets are still growing, albeit at a slower rate than in previous years.

However, both the print and television sectors are also embracing the online medium as an extension of their reach. Most media owners also have a Web presence and the computer is being increasingly chosen as the device upon which to watch television, whether it is ‘catch-up’ recorded television or live television over broadband.

Broadband service offerings — traditionally the domain of Internet service providers (ISPs) delivered via cable, telephone and satellite connections — are now also offered by mobile telephone network operators using wireless connections via plug-in universal serial bus (USB) devices. This has freed users, enabling them to access the Internet from a much wider range of locations and no longer having to find wireless ‘hotspots’ where they might have to purchase access.

Radio remains the poor relation in the digital arena, with advertising spend continuing to decline despite efforts from radio sales networks to promote a wider take-up of digital audio broadcasting (DAB) radio sets. There has been much consolidation in this industry, with a number of takeovers during 2007 and 2008, most notably Emap selling all of its radio holdings to Bauer Publishing during 2008.

The Internet is the undisputed leader in the digital marketing arena and it is here where the digital marketing agencies find more opportunities to practise their creativity, engaging with consumers in a way that is not possible through other media. Despite its early promise, interactive television advertising has failed to move much beyond being a mere direct response offering, but the Internet finds true interactivity.

Social networking has flourished in the UK, which has the third-highest percentage of users in the world.

Marketers counsel a gentle approach when entering this space. As one of the respondents to our virtual roundtable, created for this report to provide industry insight from key industry practitioners, stated: brands have to earn the right to be there.

This report cannot examine every aspect of digital marketing, which now reflects the entire marketing spectrum. However, it does discuss market developments and profiles some of the leading agencies and players operating within it, as well as providing an insight into how digital media are used by marketers.

Key Topics Covered:

* Executive Summary
* 1. Introduction
* 2. Strategic Overview
* 3. Digital Television
* 4. Digital Radio
* 5. Marketing on the Internet
* 6. Mobile Marketing
* 7. An International Perspective
* 8. PEST Analysis
* 9. Industry Dynamics
* 10. Company Profiles
* 11. The Future
* 12. Further Sources

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