Creating content is the top goal for marketing pros around the world. According to figures compiled by communications and marketing agency Cognito, 61 percent of the 165 marketing leaders they interviewed for a survey named creating content as the area where more of their marketing budget will be invested in 2018. This makes sense, as in the previous report only 18 percent of respondents were happy with the content they could market.
Investor relations (71 percent) and public affairs (69 percent) featured in the two top positions of areas where investment will remain the same. The top loser according to the survey will be traditional advertising, with 40 percent of marketing leaders wanting to invest less.
These developments could have negative implications for traditional media outlets, as the volume of content published or disseminated by company marketers could more strongly compete with traditional publishing content. Diverting dollars from traditional advertising could also negatively affect heritage media ad revenue. This chart was first published by our partner FIPP.
While young people in the United States have grown up using technology and spend a substantial part of their lives online, people from older generations are not what we often refer to as “digital natives”.
A record 46 million seniors live in the United States and many of them are still disconnected from the digital world. However, according to the Pew Research Center, technology adoption of Americans aged 65 and older is on the rise. 67 percent of U.S. seniors now use the internet, up from just 12 percent in 2000.
As our chart illustrates, older Americans still trail the overall adult population in terms of tech usage, but the digital gap is no longer as pronounced as it used to be.
This chart shows how many seniors in the U.S. use or own certain types of technology.
NAR’s Real Estate Services program hosted a Webinar on April 5, 2017 with Mitch Kider, the Chairman and Managing Partner of Weiner Brodsky Kider PC, on co-marketing in a digital age under RESPA. Mitch discussed real estate professionals’ social media and web-based marketing tools, focusing on issues raised by the Real Estate Settlement and Procedures Act (RESPA) and co-marketing efforts between settlement service providers.
The world we live in today is a digital one and searching for a home is no different. Buyers now have apps that let them search by location and neighborhoods. Online searching maximizes the ability to compare and contrast homes on the market by selected features. Most of this is done before a potential home buyer connects with a real estate agent.
In the Real Estate in a Digital Age report, we examine the process home buyers go through in the initial online search and how REALTORS® are connecting with customers in the digital space.
In 2016, buyers worked with an agent 88 percent of the time to find their home, so trust in a REALTOR® is still king. While the initial process may start online, home buyers turn to the advice from a trusted real estate agent.
In addition to the home buying process, REALTORS® also utilize technology in their everyday business practices. Staying up to date with new technology is important, but also cited as one of the biggest challenges for firms in the next two years.
Over 90 percent of real estate firms have websites, and the most common feature on their websites were property listings.
Along with web use, REALTORS® are also using their mobile devices for a multitude of different activities, with the primary being to communicate with their clients.
As the mobile industry is gathering in Barcelona this week to show off the latest trends in smartphone technology, it’s time to spare a thought for those devices that have fallen victim to the smartphone’s unstoppable rise.
Ten years ago – the iPhone had just been unveiled but was yet to be unleashed on the world – we used to rely on a variety of devices to help us complete different tasks. Most of us had a mobile phone to text and make calls, an MP3 player to listen to music, a digital camera to take vacation pictures and a navigation system to help us find our vacation home in the first place. What a difference ten years make. These days, we only need one device to do all of the above and sales of non-smartphone gadgets have subsequently plummeted.
The below chart, based on data from the Consumer Electronics Association, shows how far sales of devices with more limited functionalities have dropped at the hand of smartphones and their many talents.
This chart shows how electronic devices sales have changed since the smartphone boom started 10 years ago.