Ogilvy: Seventh edition of "Digital Marketing Compass" published
Neo@Ogilvy Düsseldorf has published the seventh edition of the study series "Digital Marketing Compass" under the title "Marketing of advertising in digital media - expectations, perspectives and recommendations for action".
The study, which was conducted in collaboration with the Swiss management consultancy Moderning, looks at digital advertising marketers, analyzes opportunities and risks for the development of the industry and identifies critical success factors, according to a press release issued on Wednesday.
Overall, it is becoming apparent that the price war is slowly becoming less important in the marketing of digital advertising. In future, marketers will distinguish themselves more through the quality of their offering and the use of innovative technologies.
In principle, the experts surveyed see good future prospects for the marketing of digital advertising, even if the current economic crisis is certainly noticeable in the responses. Switzerland, Germany and Austria
are seen by marketers as markets with significant socio-economic and socio-cultural differences. The specific knowledge and consideration of these characteristics is seen as a critical success factor. Establishing greater customer proximity, acquiring more technical expertise, developing customized solutions and strategic competence as well as the ability to flexibly address very small segments are seen as crucial for the future.
Finding received messages in other media as well
According to the general opinion of those surveyed, consumers are developing into selective, self-confident and critical partners. They are highly discerning and know how to use content. Overall, the experts see the need for a strongly value-driven individualization of the customer approach on the appropriate platforms.
The experts see clear limits with regard to the reception of advertising at the workplace and see the opportunities for reaching consumers more in the leisure sector or outside of working hours. Even if there is currently still a clear focus on location-based advertising contact, the respondents clearly see a strong increase in the use of mobile media over the next five to ten years.
No declining importance of television as an advertising channel
According to the respondents, it is important for consumers to find the messages they receive in other media. The experts predict that online advertising will assume a dominant position in combination with other media in the coming years. However, they do not see a decline in the importance of television as an advertising channel and generally emphasize the need for closer cooperation between online and offline agencies. Opinions are divided when it comes to the future significance of social media. Some respondents assume that the current hype will die down again. However, all respondents are skeptical about the benefits of advertising on social media and emphasize that only isolated economic successes have been demonstrated to date. Sustainable success and the permanent establishment of social media require new concepts.
A combination of primary research with expert interviews and desk research was chosen for the study in order to maximize its informative value. Experts on the marketer side in Switzerland, Germany and Austria were interviewed for the Digital Marketing Compass 07 about the future prospects and success factors for the marketing of digital advertising.
Overall, it is becoming apparent that the price war is slowly becoming less important in the marketing of digital advertising. In future, marketers will distinguish themselves more through the quality of their offering and the use of innovative technologies.
In principle, the experts surveyed see good future prospects for the marketing of digital advertising, even if the current economic crisis is certainly noticeable in the responses. Switzerland, Germany and Austria
are seen by marketers as markets with significant socio-economic and socio-cultural differences. The specific knowledge and consideration of these characteristics is seen as a critical success factor. Establishing greater customer proximity, acquiring more technical expertise, developing customized solutions and strategic competence as well as the ability to flexibly address very small segments are seen as crucial for the future.
Finding received messages in other media as well
According to the general opinion of those surveyed, consumers are developing into selective, self-confident and critical partners. They are highly discerning and know how to use content. Overall, the experts see the need for a strongly value-driven individualization of the customer approach on the appropriate platforms.
The experts see clear limits with regard to the reception of advertising at the workplace and see the opportunities for reaching consumers more in the leisure sector or outside of working hours. Even if there is currently still a clear focus on location-based advertising contact, the respondents clearly see a strong increase in the use of mobile media over the next five to ten years.
No declining importance of television as an advertising channel
According to the respondents, it is important for consumers to find the messages they receive in other media. The experts predict that online advertising will assume a dominant position in combination with other media in the coming years. However, they do not see a decline in the importance of television as an advertising channel and generally emphasize the need for closer cooperation between online and offline agencies. Opinions are divided when it comes to the future significance of social media. Some respondents assume that the current hype will die down again. However, all respondents are skeptical about the benefits of advertising on social media and emphasize that only isolated economic successes have been demonstrated to date. Sustainable success and the permanent establishment of social media require new concepts.
A combination of primary research with expert interviews and desk research was chosen for the study in order to maximize its informative value. Experts on the marketer side in Switzerland, Germany and Austria were interviewed for the Digital Marketing Compass 07 about the future prospects and success factors for the marketing of digital advertising.
