Online Marketing

Online Marketing, while still in its early stages, is growing rapidly, both organically, and as a substitute for traditional advertising and marketing activity, and is poised to exceed $100 Billion in Revenue by 2012.  Companies who offer Products and Services to support the Advertisers and Agencies who participate in this market must agressively pursue development of the appropriate tools and services to help customer gain maximum results from their expenditures. Understanding  customer needs and behaviors, for each target segment in a rapidly changing environment is challenging, and requires deep multidisciplinary expertise in order t execute effective market research.  Critical customer issues such as:

• What tools do customers need in order to optimize their advertising investments, and how do these tool requirements vary across customer segments?

• How will customers mix their media across Search, Display, Content, Mobile and Social Media, and how should a Service Provider help facilitate the integration of their campaigns?

• To what extent will customers expect and benefit from integration of marketing with applications such as CRM?

• What are the opportunities for new revenue models?

• What are the appropriate service levels for each customer segment given the diversity of expenditure levels and complexity of campaigns?

Edge Strategies continues to interview advertisers and agencies across the Globe, and model their decision drivers in order to help our clients understand how to compete more effectively in this rapidly growing marketplace.