While the economy is still in flux with a number of issues still facing the average consumer, the DR market may see some stability and even some growth in 2009. A year of stability is just what the market needs. Stability will allow businesses the time to examine where they are, create efficiencies and increase productivity.
Cory Treffiletti, a writer for Media Post, has some very interesting predictions for 2009 that DR marketers might be wise to explore.
1. 9% to 10% Growth in the Second and Third Quarters.
According to Cory, first quarter revenue is going to be down but the second and third quarters will be stronger with as much as a 9-10% growth. Consumers were tight fisted over the holidays, however, in the spring and summer, assuming oil prices remain stable and housing prices have not continued to drop any more, consumers will begin to “live a little” once again.
2. Where the audience plays is where the music goes.
The record industry is finally going to “get it” and start embracing the scattershot online music model. There is no centralized model for creating and distributing music anymore. Record companies have to be multifaceted and respond to the “wisdom of the fans.” Where the audience plays is where the music goes and that’s the only rule that will survive.
3. Mobile ad spending will expand in the 30% range – at least.
Mobile growth will far outpace that of online display; search and standard models will start to take hold. The various models for marketing in a mobile environment are stabilizing as a result of the application and the broadening video spaces. In addition, the audience already exists here and is expanding. That means more eyeballs and launching a mobile campaign will be much easier, which translates to higher growth. Mobile ad spending will expand in the 30% range, at least.
4. There will be a shakeup in visual search results.
Some companies are already going there. Companies like SearchMe and Cooliris (iPhone app) are extremely interesting and Google will test out some component of visual search results in 2009. This model is just too attractive to the eye to be overlooked – as well as being extremely powerful in a mobile environment.
5. Ad Network consolidation will occur.
There are simply too many networks competing for the same inventory and not telling a new story. By year’s end consolidation will occur and one-third of current ad networks will be out of business. There is room for innovation in the model but these numbers will go down.
Only time will tell if Cory’s predictions are on target. If they prove out, 2009 will be a stable and possibly very profitable year for DR marketers. Happy New Year!
Directing Response, a resource for direct response marketers, producers and media buyers, is produced by Teddy Parker, Executive Producer for ChopShop Direct. She can be reached at 949-838-0355 or via E-mail at teddy@chopshopdirect.com.
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Posted at 8:29 pm on 01/12/10 | No Response yet | The Editor in
