Bruce Biegel of The Winterberry Group gave a presentation earlier this month to the Direct Marketing Club of NY (DMCNY) to introduce Outlook 2013: Data Driven Marketing, Today and Tomorrow. His report is packed with data about how various channels performed over the last year, set in a broad economic context. A few cherry-picked numbers: The US GDP grew slowly, ~2%; the S&P grew ~15%; unemployment fell below 8% for the first time since 2009. Advertising insert spend is down, direct mail is flat, and there’s a systematic shift to digital, which grew by 15.4%. Search still accounts for almost 50% of digital spend, with local demand growing, driven by increasing smartphone penetration.
In digital display advertising, marketers are shifting to audience targeting, primarily through real-time bidding solutions that leverage analytics, retargeting and 3rd party digital data (RTB is now ~10% of spend, up from 6% in 2011). No matter what type of marketing you’re doing, data should be driving your decisions.
Among the findings: Email spend continues to grow, despite open and click-through rates that fell to 2009 levels.
The paper presents an impressive collection of data-driven marketing stats that clearly show where we’ve been, and concludes with a forecast for where we’re going in 2013, with ten areas spotlighted:
1. Marketers More Challenged Than Ever Before to Keep Up, Tap Into New Innovations
Keeping up with the pace of change is made difficult by factors including:
Shifts in consumer media consumption outpace shift in spend
Continuous innovation in digital media platforms and formats
Organizational silos continue to fall amidst limited increases in staff; more cross-channel programs; new media shifts from test to roll-out
Improving CTO-CMO collaboration as marketing and technology become increasingly integrated