Study: Don't skimp on the simple things

Fancy graphics and slideshows, high profile viral video and branded mini-sites. These are all very popular new forms of advertising, but these options shouldn't overtake the tried and true online ad options according to a recent survey by Anderson Analytics.

by Kristina Knight

The survey found that the basics of marketing - customer satisfaction and retention, brand loyalty, segmentation and ROI - are the things that most marketing executives (60%) plan to increase in the coming year. By comparison about 42% of marketers plan to focus on search engine optimization and 32% plan to focus on "green" marketing efforts.

Marketers are also beginning to look at opening new markets. Just over 50% said they see China as one area with a lot of potential; about 20% said India was a solid potential market.

The most important demographics may not change much in the coming year. According to the survey baby boomers are seen as the most important demographic (88%) with Generation X a close second at 86%. Marketers will continue to push more ad dollars toward the Hispanic segment (86%) and female demographics (85%).

Tom H. C. Anderson, Founder & Managing partner of Anderson Analytics noted that off shoring would become more of a force for American marketers. Rather than simply sending data processing outside the U.S., some marketers are likely to begin utilizing off shoring for advanced analytics. "Almost all of the larger companies are trying their hand at offshoring while trying to keep it as quiet as possible.”