Overview: 2011 Digital Marketing Outlook Study
Category: Blog - February 24, 2011
Beehive PR Social Media Coordinator Allie Fendrick recaps the recently released study from SoDA (Society of Digital Agencies) and available for download. This comprehensive report is an invaluable planning resource to marketers and agencies for 2011. Over 600 marketers, agencies, technologists and digital industry insiders weighed into the report. The report includes perspectives from senior marketers such as General Motors, Sears, S.C. Johnson, Kimberly Clark, Wm Wrigley Company, Adobe and more.
We have listed the top highlights from the first half of the report, which is based on The Digital and Overall Marketing Outlook for 2011. Coming up next week, we will wrap up Part 2, The Digital Consumer. I strongly encourage reading the report in its entirety (144 pages) to motivate and challenge current thinking.
Highlights: Part 1: Digital Marketing Outlook 2011
- Top areas for agencies to develop: digital technology tools. The highest need is social networks/applications, brand experiences, digital infrastructure and blogger engagement.
- 67% of marketers are increasing investment to focus on unpaid/earned media this year.
- The Company's corporate website is still considered the most important digital media channel - social is a close second (the Corporate site is #1 place a customer will consult a purchase pre, during or post).
- Integration is CRITICAL across all channels as well as between online and offline - just as critical, the way it is done; the message needs to be the same, yet the consumer experience and objective needs to be tailored to the particular medium. How? Strategic clarity, consistency of brand story and highly disruptive creative.
- Social Media is huge; it needs to be used as a vital and highly effective channel to foster conversation for customers, communities and key audience, as an important listening post for customer feedback and behavior, to get the word out about the company and product news and to actively cultivate and participate in passionate social communities.
- Marketers will continue to embrace and ripen the importance of "engagement" metrics while traditional digital measurement, especially social and mobile will drive future investment shifts.
- Influence of blogs will grow for understanding target behavior.
- 80% of marketers plan to increase the volume of digital projects in 2011.
- 86% of agencies looking to grow their number of digital projects for 2011.
- It's ALL ABOUT and will be about the pervasive customer experience.
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