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Investing in "MarComm"

Posted on 4.30.2014


Last year, brands spent 105 percent more on mobile ads, worldwide. This new figure from eMarketer is just one indication that investment in “MarComm” (marketing communication) is skyrocketing. What’s more, mobile is on pace to rise another 75 percent to $31.45 billion in 2014(up from $19.96 billion), accounting for nearly 25 percent of total digital ad spending globally.

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Facebook and Google can largely be credited with the growth in mobile ad spend; combined, the two companies saw net mobile ad revenues increase by $6.92 billion, claiming 75 percent of the additional ad spend that went toward mobile in 2013.

eMarketer predicts, however, that Google’s mobile advertising market share will drop below 50 percent in 2014, as Facebook continues its rapid expansion. It likely doesn’t come as a surprise to Internet professionals that their peers are investing so heavily in the social network’s mobile offerings, as Facebook reports 945 million monthly active users have used its mobile products as of Dec. 31, 2013 (an increase of 39 percent year-over-year).

Facebook also indicates that mobile advertising profits represented approximately 53 percent of advertising revenue in Q4 2013, up from approximately 23 percent from Q4 2012.

“It was a great end to the year for Facebook,” said Mark Zuckerberg, Facebook founder and CEO. “We’re looking forward to our next decade and to helping connect the rest of the world.”


Business to business marketers are buying into content in a big way. Seventy-three percent of B2B organizations have someone in place to oversee content marketing strategy and an equal amount of them are producing more content than they did one year ago.

Source: Content Marketing Institute and MarketingProfs


This year, the top digital-related priorities for business-to-consumer brands are targeting and personalization (34 percent), followed by conversion rate optimization (33 percent), social media engagement (32 percent) and mobile optimization (31 percent). Conversely, B2B managers are putting a higher priority on content marketing (44 percent), social media engagement (26 percent) and content optimization (26 percent).

Source: Adobe and Econsultancy


Worldwide IT spending is projected to total $3.8 trillion in 2014, a 3.1 percent increase from 2013 spending of $3.7 trillion. This may seem like a small growth, but in 2013, the market experienced just a 0.4 percent increase YOY. Investments in enterprise software keeps growing though, as it’s expected to enjoy a 6.8 percent boost in 2014.

Source: Gartner

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