Luxury Marketers Will Specifically Increase Use of Video and Rich Media to Engage Customers
SAN FRANCISCO, CA and NEW YORK, NY and LONDON – Martini Media, a global media and advertising company, released findings of its UK brand marketer study, which was conducted in conjunction with iMedia UK. The study, which took place during March and April 2013, surveyed 226 marketing professionals, including both brand advertisers (43%) and agencies (57%). The survey aimed to determine where brands are prioritizing marketing efforts in 2013 and beyond — particularly those marketers targeting affluent consumers.
Key findings include:
- 95% will increase their digital marketing spend in 2013
- 84% agree they can research consumers by aggregating niche sites to target their ideal audience
- 75% of marketers believe high impact ads can breakthrough as much as TV and print
- 71% use digital for building brand awareness
- 63% will increase social media efforts
- 48% of total budget will go to digital
Nearly half the marketers surveyed represented a product or service geared to high net-worth audiences. Of these marketers, 69% were focused on targeting general consumers, 43% on high-income consumers, another 43% business decision makers and 32% were targeting CEOs or other executives. Those brands that identified themselves as targeting high-income consumers anticipate spending more than twice as much on video and nearly twice as much on rich media, compared to mass-market brands.
“Our UK study revealed results that are right in line with what we’re seeing at Martini — luxury brands need a big, beautiful canvas to showcase their products and they’re turning to digital as the medium for delivering these highly engaging ads,” said Skip Brand, Martini Media’s CEO. “As digital investments increase, it’s clear that standard display just isn’t cutting it. We can expect to see standard display spending continue to decrease as brands turn to rich media, social, video and mobile to effectively connect with their audience.”
According to recent research from Forrester, Britons will lead innovation in brand marketing, particularly since many marketers have display advertising in excess of EUR 1 million. UK marketers are also more concerned about brand awareness than other marketers in Europe, and as a result “favor opportunities for reach and interactivity.”
This is consistent with findings in Martini Media’s study. While traditional DR objectives like customer acquisition remain a top priority for nearly three-quarters of the marketers surveyed, branding efforts are close behind. Building positive brand association (71%) and building awareness of specific products/services (60%) are key goals trying to be achieved through digital marketing initiatives.
“Brands across the board see the value of digital, not just as a direct response mechanism but as a brand building tool,” said James Drake-Brockman, Head of EMEA – Digital Marketing, DMG. “The fact that 71% of respondents use it for this purpose shows the continuing shift in attitudes of advertisers and agencies, which ties in with the increase in platforms and opportunities available for them to target consumers. It’s clear the market is continuing to grow in strength and importance with nearly all respondents expecting to increase their digital marketing spend in 2013.”
To review key findings from the study, click here to view the infograph.
About Martini Media:
Martini Media is the digital media and content platform for engaging the audience with the most money and influence online. With more than 1,000 publishers organized across multiple lifestyle and business verticals, Martini Media has helped the world’s leading brands reach over 125 million consumers across the globe that invest in their passions at work and play. Martini Media’s full-service marketing capabilities encompass display, video, mobile, social, and audience targeting to effectively engage the most valuable audience online at scale. Since 2008, Martini Media has been the premier media destination where influence meets affluence. Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles and London. Visit www.martinimediainc.com to learn more.
