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Spending Trends in Data-Driven Marketing and Advertising

More than three quarters of marketers, advertisers, service providers, technologists, and publishers said that data is important to the deployment of marketing and advertising initiatives, according to a survey from the Winterberry Group and the Global DMA. The following channels were expected to have the largest increases in data-driven spend:

  • Mobile apps, messaging and user experience
  • Social media engagement (apps, gamification, customer service)
  • Website, e-commerce (content and user experience)

“In many cases, spending expectations are following performance trends. For example, the performance of mobile apps, messaging, and user experience saw the largest reported improvement over last year, with website/e-commerce and digital display advertising performances also among those seeing the largest gains.”

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