Forrester Research published in his blog last week an article that continues to provide statistics and conclusions for all that we want to know where you are going the digital advertising market in the next 5 years. The study “U.S. Interactive Marketing Forecast, 2011 to 2016″ produced by Shar Van Boskirk shows some parallels with a market that already has invested in online advertising for some time as the British, and provides many points for reflection to all professionals marketing and advertising.

Be consolidated as the first Internet advertising medium

While the online advertising market has already surpassed that of television in 2009 in the UK, and now has a 25% share from 2010 as the first half in a matter of advertising investment in the country, according to Forrester Research’s U.S. online ad market would occupy the first position was in 2016 with an investment of more than 76,000 million dollars a year and a 35% share of total ad spending pie in front of the television. This not only reinforces the forecasts I’ve done that in Spain we will also have a situation similar to these two countries, but have to wait until 2018 – I hope it happens before. Skeptics who doubted my having made such a sacrilege that television advertising would lose its hegemony in Spain in terms of advertising investment with comments like “is that TV is TV, the largest audiences are on TV, or Pascual is milk “, they may be starting to change my mind after reading Forrester Research. I’m not saying that a market such as online advertising engulfs the television market, but both will coexist, and I think the market for TV advertising will adapt more to the publisher that otherwise.

The relative importance of SEM decrease

The report indicates that while it is expected to grow investment in Search Engine Marketing for the next 5 years, their relative weight compared to investment in other segments of the advertising wane, so that investment in other types of online advertising as the video format will increase from 2,000 to 5,400 million dollars, and mobile advertising format will grow from 1,700 to 8,200 million in the same period.

Display advertising will be multiplied

In all segments, which grows to occupy a position of great weight in relation to the total investment in online advertising is advertising or graphic display, which will increase from 10,900 to 27,600 hog billion according to Forrester Research. Surprises ¿? No really, and acquisitions of U.S. companies RightMedia as DoubleClick or Google and Yahoo respectively should provide lessons of where the market is going. Although they have some people who insist that I keep telling elbannerhamuerto # that # elbannersetransforma and Display advertising is rope for many years.

SMM also has a piece of cake

For those who is the subject of Social Media Marketing, indeed fashionable, estimated data are also an investment of 1,600 million dollars this year with a projection of 5,000 million by 2016. These figures do not include the investment of online advertising in social networks, perhaps the Forrester forecast includes between Search and Display for the ad format rather than the type of medium in which it appears (I have not had access to the full report) but the calculation is focused on investment in technology to manage SMM campaigns, cost management by agencies to clients, cost of integrated campaigns, etc). It will undoubtedly important, and is an alternative or complement to other segments of online advertising.

In conclusion, these data are juicy Forrester for everyone who is interested in the sector and invite us to reflection. How do you see the online advertising market in Spain in the coming years?

An Internet campaign based on this platform will send thousands of times an advertisement on other web sites selected and the user is an effective tool to promote them. In addition, this form of advertising banners exposed in a prominent location on relevant sites.

The billboards on the Internet is a great way to promote a brand, increase visitor traffic and generate sales. Advertising through banners on the Internet is the virtual equivalent of the promotion in newspapers or magazines. The posters are often animated to capture the attention of sailors and can show a variety of information and images, among which include a company logo. On the other hand, the banners can include links to specific pages in a site related to products or services offered, and that allows the user to obtain more information or to purchase these goods with just click on the message.

The animated banners are a great tool to catch potential customers. The success of a campaign on billboards line depends on the creative design of the banners. The objective is to design posters to attract the attention of visitors. This attraction can be generated through the use of a good combination of colors, certain forms of animation and a catchy title. The animated banners are a great way to attract the attention of potential buyers. In particular, the posters designed with Flash animations can present rich content in small file sizes.

The success of the design can be measured by the number of visitors who click through the posters. Generally, the advertisements that offer some sort of incentive to get users a higher rate of clicks.
The banner size is measured in pixels and can have different shapes and sizes. The most common size in the posters is 468 by 60 pixels. However, there are a variety of sizes and shapes, and an effective ad campaign should incorporate a mix of options. Skyscrapers such cartels in particular can be very effective as they are displayed in a page margin of the Internet and stay in view of the user during navigation. An ideal combination of sizes for a campaign should include: • Banners (468 × 60) • Leaderboards (728 x 90) • Skyscraper (160×600) • Rectangle (300 × 250)

The Internet advertising campaigns can be acquired in terms of cost per thousand impressions, or cost per click through. The cost of banner advertising campaigns on the Internet vary widely, depending on the options required according to the public, the size of the posters used and the amount of inventory purchased. Campaigns can be purchased at prices based on cost-per-thousand or Cost-Per-click through. The best option for a company that has experience in this type of advertising is the purchase cost in terms of clicking, it will create a budget for a specified number of clicks, and the chain will take advertising banners commitment to publish the number of times required to achieve that. For their part, companies that have previous experience and have attained a high rate of clicks in their previous campaigns, they could find more cash to purchase inventory in terms of cost per thousand. There are a variety of advertising channels, and each offers different levels of public selection of parameters based on geographic, demographic or behavioral problems.

Banner ad campaigns can be tailored to meet country-specific public, particular regions such as Europe or even worldwide. The analysis of the public in terms of demographics also lets you adjust the range of potential consumers for a product or service.

This kind of campaigns can be measured effectively and may make reports to record the number of ad impressions, clicks rates and fees sales conversion. Reliable statistics can provide a wide range of information that can be used to improve the response rate in future campaigns. As a way of promoting websites, the ads are effective and compares favorably with other forms of virtual advertising Payment for the click through.

More than half of respondents expect that China is the oversized country in 2016. In fact, the Chinese government last week announced that it will no longer prevail, as has been done until now, foreign investment in the automotive sector, to understand that the production of vehicles is very high in the country. According to OICA, the global association of automobile manufacturers, China produced in 2010, 18.28 million units between heavy and light vehicles.

Consultant’s report also includes the automotive world experts understand that there will be a settlement of the electric vehicle with significant market shares around 15%, until 15 years. However, Asian managers, especially Chinese and Japanese, are committed to greater penetration of electric vehicles on the continent in 2025, with market shares of up to 25%.

By contrast, in the case of the U.S. are more skeptical and forecasts suggest that the electric vehicle registrations reach a maximum of 10% over the period of 15 years.

Pessimism is installed in the automobile sector. That puts it …show ANIACAM Observatory in its latest survey reveals that 33% of its affiliated companies believes that the sector is in “free fall” while 67% do not expect improvement in 2012. This survey, conducted between representatives of the 35 companies that import, is a clear reflection of the situation and the “spirits” that exist in the automotive sector, as well as a thermometer of consumption in our country.

The stage continues to be unflattering for brands and dealers and that “the data have not changed with respect to the first survey was conducted late in the first half of 2011 and the outlook remains negative,” Lopez Madrid explicaGermán president ANIACAM.

“The main problem to revive the market remains difficult for customers to access the funding.” In fact, says Germain Lopez Madrid, “66.6% of respondents said that for customers is more difficult access to credit.” This reality, coupled with the evolution of the economy influences the fact that, although customer traffic at the site has been maintained or increased in 83% of cases in local traffic to buy a car has decreased by 78% of partners surveyed. “Customers want to renew their vehicle and use the internet to learn about the products but the difficulties in obtaining credit throw them back at the time of going to the dealer,” says Germain Lopez Madrid.

- still not expected to electro-mobility exceeding 15 percent of new registrations by 2025.
The urban mobility will determine the city planning and design of the cars of the future.

According to the 13th edition of the comprehensive study on automotive KPMG, 76 percent of respondents indicated that efficiency in fuel consumption is still the most important factor in purchasing decisions of consumers, followed in this edition, by respect for the environment (65%), two thirds do not expect electric vehicles exceed 15 percent of global sales per year over the next 15 years. However, it seems that this is the situation in China, Japan and other high-growth markets, which is expected to gain strength electro-mobility before, according to the findings of the study.

Participants from Asia, mainly China and Japan, provide a greater penetration of electric vehicles by 2025, well above the global average, more than 50 percent of respondents in China expected to reach between 11 figures and 25 percent (or between 4 and 9 million vehicles per year) of new registrations of electric cars. In the case of Japan, 46 percent of respondents expected that they exceed 25 percent. This contrasts with the situation of the United States, where nearly 50 percent of respondents believe that new registrations of electric cars will mean only between 6 and 10 percent by 2025.

Thus, fuel technology will emerge as dominant optimal method to propel vehicles before 2025 is the main issue on which both manufacturers and suppliers show greater insecurity.

Globally, it is expected that hybrid vehicles lead the market and attract most investments, with the full hybrid technology and rechargeable which is expected to be most benefited, in front of the fuel cell vehicles. This year’s study has shown also that the participants perceive an improvement in battery technology and fuel cell. In fact, there are indications that fuel cells may be the preferred option. However, uncertainty remains.

Furthermore, it is expected that this scenario is different in China and Japan, where 33 and 46 percent of respondents, respectively, have indicated that battery electric vehicles are the most popular, followed by fuel cell vehicles.

“The industry is facing the difficult decision of whether to trust and invest more resources in the long term the fuel cell battery and the vehicle,” says Roger Francis, partner in charge of KPMG’s automotive sector in Spain. “While hybrids may gain in popularity only to vehicles powered by battery, the big winners, could be the fuel cell cars.”

While the sector continues to evaluate the relative merits of the various electric propulsion technologies, it is clear that the ownership of patent technology and electrical components (chemical and battery management, drive electronics, electric motors, etc..) Provoke intense competition from original equipment manufacturers (OEM for its acronym in English) and component suppliers. Thus, 54 percent of study participants indicated that the electrical component suppliers will play a greater role by 2025 and 40 percent predicted that OEMs set the pace in that area.

“The participants believe that OEMs will dominate this segment and, as the study also highlighted the current electronics-related technologies have not provided an important distinction,” says Roger Francisco. “Today it is predicted that OEMs will own most of the value chain. However, sooner or later need to focus on their core competencies, which probably reside in brand management, especially in relation to the premium segment. ‘”

It should be noted that almost two thirds of survey participants from around the world have claimed that the optimization of internal combustion engines offer over the next 5 years, greater potential for reducing carbon emissions and higher efficiency than electro-technologies.

“Internal combustion engines are not going away soon, especially as further improvements in fuel efficiency and performance,” said Roger Francis. “However, OEMs are investing heavily in electric propulsion will be key to the development of these emerging technologies for the future. While several very promising technology platforms, today we can not predict a winner and the sector will see how competition and collaboration between OEMs and suppliers are increasing as companies struggle to win the race in the marketplace. “

The study results also show that a majority of respondents believe that China will lead the sales and vehicle exports by 2017, followed by the United States and Brazil and India fighting for third place. However, the study has shown that the OEM in Asia and Europe are the ones who most likely will gain a huge market share over the next five years, and it is expected that seven out of ten car manufacturers fastest growing come from Asia.

“Our report has revealed that 75 percent of mature and emerging markets are converging, which means that the opportunities and challenges will be the same for both,” says Roger Francisco. “This aspect has important implications for OEMs from mature markets and will offer them a variety of business opportunities in emerging countries, but will face fierce competition from manufacturers BRIC countries in their domestic markets, both in traditional technologies in new propulsion technologies. “

Converging markets, new technologies and increased growth of the threat of overcapacity

As the global study of automotive KPMG last year, it becomes clear that overcapacity and overproduction are still very relevant issues for the sector. This is reflected in more than half of respondents expect that China is the oversized country in 2016. Still, the study’s findings reveal that have not yet found real solutions and almost a fifth of the participants did not perceive as a serious overcapacity in the BRIC economies (Brazil, Russia, India and China), although sectoral data available suggest that spare capacity is a threat in the region and is subject to rapid growth.

“A fact that is somehow not a priority for companies in the sector is the growing influence of new technologies in the use of capacity. For example, electric motors require different production lines are already in place and are of different manufacturers of traditional OEM. These new capabilities to manufacture motors specific (in this case electrical) should be included within the overall capacity of the market if we want to study the global concept of overcapacity in the industry, “says Roger Francisco.

Urban mobility and connected car

According to the report, other issues that entities wishing to control the value chain should take into account, besides fuel technology are urban mobility services [1], the solutions of “connected car” and the search for new alliances and partnerships to leverage innovation and unique skills.

Urban mobility is an issue that is gaining strength rapidly, especially in the U.S. and Japan where over 60 percent of respondents believe that urban planning will influence the design and use of vehicles. Surprisingly, in Germany only 38 percent agree with this view.

In addition, the study highlights the potential urban customer base for both BRIC markets like North America, Western Europe and Japan range from 6 to 15 percent – or about 110 to 230 million customers – over the next 15 years. Thus, Brazil is expected to be one of the main markets in mobile services with 42 percent of participants who predicted that over 25 percent of urban dwellers in the country will use these services before 2026. In general, China is the country that is best placed to lead the market for mobility services about 90 million potential customers.

To the extent that younger urban drivers in certain developed markets beginning to opt for the use of car sharing instead of car ownership, OEMs have a new opportunity if you want to dominate this business. However, respondents from around the world hold mixed views about who will control this new and growing market for mobility services. Nearly 30 percent of study participants believed that the joint ventures between OEM and mobile startups will be the most appropriate way to operate in this market.

On the other hand, over 60 percent of participants indicated that the integrated total vehicle connectivity is lagging a lot. Thus, the highly lucrative market vehicle connectivity, although it has been traditionally controlled by the OEM, now seems much more open. In this sense, only 30 percent of participants perceived that the OEM will control the flow of income from this business in 2025, followed by companies in Information Technology (IT) and telecommunications companies.

“Given the significant progress made in the development of electronic components that provide smart solutions for connectivity, progress driven directly by IT companies, it is doubtful that OEMs continue to dominate the flow of revenue from this business in the future,” said Roger Francis . “In addition, the concept of modularization could be a model for giving a complete solution for connectivity in the design and manufacture of automobiles, as is the model that would allow users to meet the need at all times with the latest technologies connectivity in their vehicles. Even so, there is still great uncertainty about which technology to use these technologies and when finally available, “says the partner.

About the study

The Global Automotive Executive Survey 2012: Managing growth while navigating uncharted routes, based on a study that involved 200 automotive industry executives, half of whom are responsible for business units or have senior positions. The participants representing all parts of the value chain, including the manufacture of vehicles, Tier 1, 2 and 3 and distributors as well as financial companies and first mobility service providers.
In total, the 47.5 percent of managers from Europe, Middle East and Africa, 31 Asia-Pacific region and 21.5 in America. 97.5 percent of participants representing companies with annual revenues exceeding 100 million dollars and more than a fifth of working for firms with revenues in excess of 10,000 million dollars. The interviews, which were held by telephone, were conducted between August and October 2011.

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The Italian automaker Fiat has found a local partner to build a car manufacturing plant in the Russian city of St. Petersburg.

The Russian bank Sberbank acting as a partner Fiat to finance the construction and receive a stake in the future installation. The estimated investment for the construction of the Fiat plant is 800 to 900 million euros.

In late June, Fiat signed a joint agreement in the industry with the Ministry of Economic Development, under which the company will produce about 120,000 cars in Russia annually, and build an engine plant. The company expects to invest over 1,000 billion in the project.

The luxury car manufacturer Rolls-Royce Motor Cars is ready to develop your business in Russia, given the high potential of the country, announced yesterday Torsten Müller-Ötvös, CEO of Rolls-Royce, in an interview with RIA Novosti.

Rolls-Royce Motor Cars hopes on the Russian market since the company’s sales increased significantly in 2011 through its sales center in Moscow. Müller-Ötvös said the company could open other outlets in several Russian cities.

Rolls-Royce has published his results in the production of 2011, which was the highest in company history. Around the world 3538 Rolls-Royce sold in 2011, up 31% over the previous year. The company attributed the sales growth that has doubled in 2011 the demand for Rolls-Royce vehicles in Russia and Germany.

Regarding the sale of downloadable products, intangible, such as music, the advantage provided by Red is remarkable because in addition to removing intermediaries need to have a storage and logistics system. In addition, the user accesses the product almost immediately, and can choose from a wide range, where no physical trade in that it can compete.

The user gets used to purchase via download, and are increasingly making use of these services and repeat, as almost the total of cases is satisfactory shopping experience – ( a study of Price Minister, June 2008, indicated that 78% of Spanish Internet users have purchased online, and that of these, 82% do so throughout the year ).

We have for example the case of producing games that have made ??the direct marketing of its products through Internet in one of its objectives . Small businesses have responded by creating titles with the creation of original games that will be available at a price 4 times lower than the cost in physical stores.

Will they end up disappearing from the stores offline products such as movies, music, video games or programs?

Why is it so important to analyze the opportunities of my business online?
Business is important because there is virtually no chance, for this reason if you’re just starting your business you are at the right time to perform this analysis SWOT or if you have time and do not have results this may be one reason why your business is not working.

To begin analyzing the opportunities you have to analyze the market where you work, what people seek in this market?, What competition are you? and how strong is the competition?.
This way you can see where you can attack to begin to position yourself in this market, you saw that opportunity in the market through the analysis.

The competition is in the internet business is quite large but not all do professionally and very few do so in an honest way so that it can be a good opportunity for you to market positions you differently and only.

Opportunities and keywords online business
And do not forget to look out which keywords are more likely to position yourself in this market as being positioned on the first pages of search engines certainly going to give you a great opportunity to let you know, to make your business and win silver money online.

Try to find keywords that do not have much competition in which you can position yourself in a more rapid in the market and gradually you can go stronger positioning in the words with which you can attract more traffic.

Remember that I mentioned in the previous article that those keywords have to be words that people seek, because it’s worth noting that search engine positions you if no one looks for what you’re writing, we do business on the Internet in most seekers practically live so this is an essential strength and opportunity in this analysis SWOT we’re talking about now focused on Internet business.

This way you can analyze your business opportunities on the Internet if you want to make money online you have to do this analysis if or if, in the next article we will see the letter (D) of this analysis SWOT we are nearing completion in this series of articles.