Cascadia Capital Internet Report Touts Future of Social Media, Mobile, and Online Marketing

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mainstream way, not just a trial phase. (3) Next-generation search technologies that take traditional search to the next level in offering more targeted content, information and services. (4) Advancements in social marketing. (5) Further convergence and co-habituating models with online and offline marketing businesses, e.g., BuddyTV.”

—On the role of mobile devices in all this: “It is clear that the mobile market opportunity can be described in terms of a pre- and post-iPhone world. The iPhone has significantly jump-started the demand for wireless broadband services, and has experienced over 1 billion application downloads since launching nine months ago. Many mobile companies have aligned their strategies to serve content and advertising in the form of applications over the iPhone ecosystem and other device platforms like BlackBerry, Google and Palm. The mobile device is likely to offer a more effective medium for advertisers to engage with consumers for a variety of reasons, including the one-to-one user/device connection, as well as additional targeting information, such as user location. Although mobile advertising is opening the door for a new and burgeoning branding market opportunity, more effective advertising models will need to be developed before the mobile medium is fully embraced.”

—On the ultimate future of online marketing: “Historically, online marketing and advertising have been predominantly focused on direct marketing and direct response techniques, e.g. lead and action-based through search inquiries. Up until now, big brand advertisers have been hesitant to shift budgets to online mediums. We believe that as online video content and mobile content distribution reach mainstream markets, brand advertisers will begin allocating a meaningful portion of their ad budgets online.”

“We also see a concerted effort to create a more engaging environment where the relationship between the consumer/audiences and the advertiser/marketer is stronger. Rich media, mobile and interactive video based advertising will do a far better job allowing audiences to engage with the brand vs. pushing undesirable ads in an obstructive manner. Another technology making great strides to improve the relationship with audiences is personalization and targeting techniques that constitute good marketing practices (in accordance with TRUSTe policies)—this technology pushes the right kinds of ads to the consumer. The lines between advertising and entertainment will blend more closely together—for example, in-game advertising, in-video advertising and hyper-text commerce targeting, where a user scrolls over a picture or video to get information on where to buy certain products.”

“It took the newspaper industry 127 years to reach the $20 billion mark in advertising revenue. For radio, it took 75 years; cable television, 25 years. Online marketing has reached the $20 billion mark in 13 years—an impressive feat for a relatively immature industry.”

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Gregory T. Huang is Xconomy's Deputy Editor, National IT Editor, and Editor of Xconomy Boston. E-mail him at gthuang [at] Follow @gthuang

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