precision of targeting, precision of targeting, and precision of targeting.

Adage and Epsilon, the research analysts firms have released an important survey regarding the future od advertising.

Three words only:
precision of targeting, precision of targeting, and precision of targeting.

NEW YORK (AdAge.com) -- Data analytics and customer-relationship management aren't the only disciplines that have benefited in the past year from the slashing and burning of general advertising budgets as marketers try to better focus their ad efforts. Interactive- and digital-marketing budgets have experienced a healthy increase as well.
Steve Cone The first quarterly Epsilon CMO Survey reveals that nearly two-thirds of chief marketing officers said their interactive/digital marketing budgets have increased in the past year, while 60% have seen their traditional advertising budgets go south. The survey, conducted last month, comprised 175 CMOs and marketing executives from some of the country's biggest marketers. More than a quarter of participants work at companies with annual revenue of $10 billion or more. All about better targeting The findings reflect marketers' growing need to better target their campaigns, according to Steve Cone, CMO of Epsilon. "The results show that because of the economy, companies are really trying to identify the consumers that are very active in communicating with each other through social computing, blogging or podcasting," Mr. Cone said. This increase in interactive/digital-marketing budgets has caused marketers to take a more experimental approach when it comes to developing a marketing scheme. The more popular interactive and digital channels that marketers said they are keen to start experimenting with are social computing (42%), which includes word-of-mouth, social-networking sites and viral advertising; blogs (35%); podcasting (31%); and mobile devices (29%), which include phones and PDAs. The study also found that some marketers have already started incorporating these tactics, with 19% of respondents already using blogs, 18% making use of podcasting and 22% using mobile devices as part of their marketing mixes.

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