Social Media

What should be your digital marketing priorities in 2012?

With all the new possibilities constantly emerging in digital (online, mobile, gaming…) marketing and advertising, it’s easy for marketers to get a little lost, distracted and even focus on what’s really important, what should come first, and next and so on…
This is my effort to weed through everything and to put it in an order which I believe makes sense and is logical. Should you have additions or other ideas, please do not hesitate to share them with me in the comment box below. This may be the first edition of my “Digital Marketing Priorities” on this blog, but I’ve published two prior versions (additionally to this one) on my French blog ( over the past couple years.

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Canada ranks 4th in Facebook penetration WW

Canada ranks 4th in penetration of Facebook users WorldWide according to a March 2012 eMarketer study. This places us behind Indonesia with 82,5%, India at 63,3% and Argentina at 62,1% but slightly ahead of the US where penetration is at 59,1%. According to recent comScore data on the reach of Facebook in Quebec (where I live) which I could compare with the total population from Statistics Canada, the penetration for this province would actually be 1 or 2 points higher than for the rest of the country (63%).

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Local online ad spend in Toronto and Victoria

The rest of the session compared ad spend with total marketing spend which in a study I’d seen 5 years ago in Quebec identified advertising as 50% of total marketing spend. Borrell suggests that where local specifically is concerned, across the country, non-ad marketing spending is 2.5x bigger than total local ad spend. The bulk (85%) of those dollars is being spent in promotions. Online promotions represent only 5% and ad production accounts for 9% of total marketing spend.

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