Essay The Digital Media And Marketing Industry Over The Last Year

751 Words Jun 20th, 2015 4 Pages
With 2011 behind,RBM thought it would be a good time to take a step back and reflect on the changes in the digital media and marketing industry over the last year. Here is their perspective on the recent trends and their future outlook in this sector:
1) Web analytics will become even more empowering for advertisers
Over the course of 2011, web analytics became smarter, richer, and more powerful through data management platforms (DMPs). Because of the high level of intelligence provided, data management technology has given rise to data-driven marketing strategies such as behavioral retargeting, allowing marketers to profile their audiences and serve them customized dynamic ads. Between 2010 and 2011, retargeting 's contribution to a site 's total revenue grew by 78%. End-to-end analytics, due to its ability to drive incremental value, are becoming increasingly sophisticated. Advertisers are now more equipped than ever to determine exactly what percentage of their online marketing dollars are driving offline sales. Such enhancements in web analytics will fuel greater growth of online marketing, and more and more advertisers will see the benefits of having big data at their fingertips to help them make marketing decisions.
2) Smartphones and tablets will continue undergoing explosive growth
In September 2010, the number of smart-phone users in the US was 58.7 million. In September 2011, this number grew by almost 50% to 87.4 million. Tablets are following suit €" the number…

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