Twenty-seven percent of digital marketers run fully integrated digital campaigns but less than 25% say their campaigns integrate with offline promotions, according to a Marin Software survey. Half of the respondents identified stronger cross-channel marketing as an emerging "high priority."
Finding the perfect formula for mobile ad delivery to women is challenging, according to a survey by IAB and Meredith's MXM agency of 100 women who shared screen shots of the mobile ads they were seeing. Many respondents said ads get in the way of the quick mobile tasks they want to perform, but the women did have a positive response to ads that had specific relevance to them in real time.
Fiat Chrysler is making digital marketing efforts central to the launch of its 500 Abarth cabrio and 500e electric vehicle. The automaker is using print and online properties for a body-painting campaign for the 500 Arbath. A SapientNitro campaign for the 500e will promote an "Environmentally Sexy" theme by running an online series featuring two couples on California road trips.
More than half of smartphone owners are armed with a restaurant application, and 55% use a multi-restaurant app such as Yelp, Urbanspoon or Zagat, according to an Interactive Advertising Bureau survey. That's creating multiple opportunities for advertisers to reach a generation ripe for food discovery. "This research highlights the fact that the mobile Internet is increasingly becoming a vital tool to help consumers navigate their everyday lives -- even when it comes to simple tasks, such as ordering a pizza," says Anna Bager, vice president and general manager of IAB's Mobile Marketing Center of Excellence.
More than half of marketers see improved return on investment in digital media over traditional advertising, and consequently 72% will increase their digital spending in 2010, according to a survey by Round2 Communications.