Neo@Ogilvy Düsseldorf, the German branch of Ogilvy’s global Digital und Direct Media Network, has published the seventh edition of its “Digital Marketing Compass” report series. The study, which was carried out in cooperation with the Swiss consultancy firm moderning, deals with marketers of digital advertising, analyzes the opportunities and risks in the sector’s development and highlights the critical success factors.
A combination of primary research consisting of interviews with experts in the sector and secondary research (desk research) was chosen for the study entitled “Vermarktung von Werbung in digitalen Medien – Erwartungen, Perspektiven und Handlungsempfehlungen” (Marketing of Advertising in Digital Media – Expectations, Prospects and Recommendations), thereby ensuring the greatest possible informative value. As part of Digital Marketing Compass 07, expert marketers in Germany, Switzerland and Austria were surveyed on the future prospects and success factors for the marketing of digital advertising.
Overall, the importance of price competition is slowly fading when it comes to the marketing of digital advertising. In future, marketers will distinguish themselves more based on the quality of their products and services and their use of innovative technologies.
The experts surveyed generally believe that the future prospects for the marketing of digital advertising are good even if the present economic crisis did pop up a lot in their answers. The marketers are of the opinion that Germany, Switzerland and Austria are markets with clear socioeconomic and sociocultural differences. Having specific knowledge of and consideration for these idiosyncrasies is viewed as a critical factor for success.
Establishing greater rapport with customers, acquiring more technical know-how, developing tailored solutions and strategic expertise as well as the ability to flexibly address the smallest of market segments are considered crucial for future success.
There is general agreement among those surveyed that consumers are becoming choosy, self-confident and critical partners to advertisers. They are quite discriminating and know how to use content to their own advantage. Overall, the experts see the necessity for individualization in the way customers are approached, an individualization that is value-oriented and carried out on the appropriate platforms.
The experts see a clear limitation when it comes to the efficacy of advertising in the workplace and believe their chances of reaching consumers are greater during the consumers’ free time, when they are away from work. Even though there is still a clear focus on stationary advertising, those surveyed are confident there will be a significant increase in the use of mobile media over the next 5-10 years.
According to those surveyed, it is important for consumers that the messages they receive through the digital media are also found in other media types. The experts predict that, over the next few years, online advertising used in conjunction with other media will take on a dominant role. The importance of television as an advertising channel is not expected to decline while the necessity for closer cooperation between online and offline advertising agencies is generally highlighted.
When it comes to the future significance of social media, opinions are split. Some of those surveyed believe that the current hype will dissipate again. All of them however are skeptical of the value of advertising on social media and stress that, up to now, only occasional financial success has been achieved. According to the experts surveyed, new ideas are needed for the sustainable success and long-term establishment of social media.
You can purchase the “Digital Marketing Compass 07” study by e-mailing Neo@Ogilvy / Planetactive at info.de@planetactive.com.