Juliana Casale | September 30th, 2014 | iMediaConnection
Media spend on marketing, particularly online, continues to rise in 2014. As CMOs gain confidence in their ability to generate revenue through digital channels — especially mobile — they will continue to invest time and resources into online methods of driving user acquisition and retention. According to the chief marketing officer council’s eighth annual “State of Marketing” report, 54 percent of marketers plan to boost their budgets in 2014, focusing on the following approaches:
That last percentage may be surprising to most digital advertisers, since Google (71 percent global search engine market share) has been the online marketing industry standard for the past decade. According to a recent reader survey run by Ad Age, “Respondents ranked the search giant as the best ad platform for ROI, and its video channel, YouTube, fell fourth behind Facebook and Twitter.” So, why wouldn’t a brand invest solely in the digital channel that provided the highest return on investment? Here are a few reasons.