Lane Clark & Peacock’s Marketing Analytics team sets out its predictions for 2010 (08/01/2010)

Partners in Lane Clark & Peacock’s Marketing Analytics team are available for comment on a range of issues affecting marketing professionals in 2010, including the global economic backdrop, digital media and the World Cup.

According to Glenn Granger, Partner and Head of LCP’s Marketing Analytics team, planning for different macroeconomic scenarios is currently top of marketers’ agendas.
Example issues for marketers in 2010:

• While 2009 was all about slash and burn for marketers, there does appear to be some confidence returning.

• However, a double-dip recession would really test marketers’ patience with underperforming media channels.

• If 2010 does deliver better times, the trick for many will be working out when to go for growth after the retrenchment of 2009. Being first in a strengthening market will be a good place to be, but hitting the market prior to a genuine recovery may prove inefficient.

• The future will be different. A new generation of marketers has experienced its first major recession, and many will question the value of returning to traditional media if digital has proved effective.

Compared to 2009, in 2010 we will see:

• Digital media will continue to be a darling of the industry as organisations still want to spend little and often to reduce risk and exposure.

• With the 2010 World Cup generating advertising revenue in excess of $1 billion, most media owners are hoping for a boost. Will this event provide additional revenue for TV channels? And how will digital change things: TV is upping its game with HD and 3D, but will the advertising investment go there or will it continue to transfer to newer channels?