2016 Canadian Direct Response Outlook: Feast or Famine
I always loathe the end of every year: end-of-year budget planning, winter business travel, and the dreaded reminder from our chirpy marketing department about submitting the New Year’s outlook (you know who you are; I’ve been hiding from you all week).
Each year, we are asked to weigh in on what trends and events will shape direct response marketing—both digital and broadcast—as well as reflect on the year we are ushering out. And what a year it has been! 2015 was a definite turning point for marketing. If I had to sum it up, I would say it was the start of the feast for digital, and the inevitable famine for broadcast. Digital is evolving to meet the needs of large-scale brand advertisers, challenging traditional marketing budgets, and creating a heck of a lot of chaos and confusion in the process.
So what have we learned and what do we think is worth keeping an eye on in 2016 in the world of Direct Response?
The Tides Have Shifted — Digital Reigns
Digital continues to disrupt all traditional modes of advertising, in particular the aging television landscape: Netflix, cord-cutting, bit torrents, Roku, YouTube, Vine, Twitch (if you want to watch 15-year-olds playing video games) — you name it. Canadians are finding more and more ways of getting the content they want, when they want it—live sports and all—and that is bad news for the traditional broadcast model that has struggled to evolve in the last decade. With people spending more time than ever online, and less time tuning into first-run programming, traditional broadcasters are struggling with the very real reality of becoming irrelevant in the not-too-distant future. Marketing budgets are reflecting the same trends, with more and more ad dollars shifting to digital.
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