How To Rethink Ad-Technology Budgets

How will you spend your money on technology this year? CMOs will take greater control of tech budgets from IT. I have heard this repeatedly for years, but Gartner now estimates that by 2017, CMOs will spend substantially more than CIOs. Bringing the budget into marketing requires a knack, an easy-to-understand interface, and less techie and more concrete strategy. Here's some food for thought.

The CMO now takes accountability for market success, not just market perception. It's no longer about having a vision, but rather about listening to consumers to adapt the game plan. They also have better knowledge of how much things cost and what it takes to garner an accurate return on investment.

One of the biggest challenges for marketers is learning more about emerging technology, such as beacons, and what they can do, as well as revisiting staples like search and display ads -- only adding a twist to make what's old new again.

A closed study of 1,344 consumers released at Cannes by IPG Media Lab, a division of IPG Mediabrands, using facial coding and biometrics technology to assess reactions and impact for different mobile advertising on a variety of metrics. The study aimed to measure emotions, consumer acceptance, brand awareness and favor and perception.

The study reveals that rewards drove an 82% lift in purchase intent, while banner ads garnered only a 6% lift. Moment-based rewards are 14 times more effective at increasing purchase intent. The results also showed that purchase intent with rewards continually outperformed banner ads regardless of the app vertical or industry. Rewards increased respect for a brand by 14%, whereas banner ads decreased respect by 7%.

GetResponse, an email service provider for small- and medium-sized businesses, Monday released an update to Landing Page Creator with tools and templates that marketers need to create landing pages. It offers a suite of email, newsletters, auto-responders and landing page features so SMB, marketers, professional bloggers and entrepreneurs can build campaigns. In the new version, there are more than 100 pre-designed landing page templates that marketers can use to make a landing page in less than 10 minutes without any IT assistance, training or coding background.

If not the CMO, companies need to learn how to promote with tech without looking dumb. One of the more interesting promotions I came across last weekend ties the landscape professional Web site Bamboo Pipeline with Google Glass. Through June 25, the company is giving away one pair of Google Glass after making a $20,000 purchase of products. I guess landscapers don't know they can go to Google's Web site and pick up a pair for $1,500. I'm curious to see how many professional landscapers will work directly with Bamboo Pipeline to get the goods or go to Google.

"Robot" photo from Shutterstock.

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