Includes Analysis of the Impact on B2B Marketing

2/4/10

2010 Digital Marketing Outlook

Report from the SoDA

2010 Digital Marketing Outlook: Change in Marketing Spend

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2010 Digital Marketing Outlook Research Highlights

• 81% of Brand Execs expect an increase in digital projects for 2010

• 50% will be shifting funds from traditional to digital media

• 78% of global participants believe the current economy will actually spawn more funds allocated

to digital

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2010 Digital Marketing Outlook Survey by SoDA (Society of Digital Agencies):

• Polled hundreds of executives from major global brands, traditional and digital agencies

• Included vendor and service providers, as well as freelance and independent practitioners

• Access the complete survey results here:

http://api.ning.com/files/N*gbA5l9HAo11u4N3fzDnAA5Cr1VlMqGFhl7Lag9AKFod8bE394ner71qUejABXpTKos

UuiSaie9WJweN3WbbmwMBMI29ktX/soda2010_01_19.pdf

Social Media: Propelling the Rise of the Consumer

• “Rather than spending another misguided year trying to “engineer” viral campaigns that will

propagate themselves, regardless of consumer intentions, it’s time to refocus our marketing

efforts to align with the way that people actually behave.”

—Ivan Askwith, Big Spaceship

• “2010 will be the year that social media-fueled technology and behavior is responsible for more

content consumption choices than ever before. As the media landscape becomes increasingly

fragmented, marketers will need to become more nimble than ever, and start getting on the

leading edge of trends, as opposed to waiting for them to emerge.”

—Ian Schafer, Deep Focus

• "The most effective digital platforms have shifted from “disruptive” to “productive” by providing a

service or utility...[They] fundamentally change the approach from “how we reach our customers”

to “how we make their lives better."

—Ken Martin, Chief Creative Officer, and Ivan Todorov, CEO & CTO, Blitz

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Marketers Foresee Increase in Digital Projects

Compared to last year, are you projecting an increase or decrease in the amount of digital projects/work

in the current economy?

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Shifting Funds from Traditional to Digital Media

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Compared to last year, are you (or your clients) shifting funds from traditional to digital media?

Economic Challenges Will Increase Digital Marketing

How do you believe the current economic challenges will affect the digital marketing industry in the

long run?

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Top Priorities in Digital Marketing for 2010

Which of the following is top priority in 2010?

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2010 Digital Marketing Outlook: Evolving Social Media Strategies

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Summary

• Countless engagement levels can be leveraged to keep consumers tuned in

• Brands can be seamlessly integrated into everyday lives of consumers

• Execution must extend beyond the single touchpoint or the consumer will find other brands to better fulfill his or her needs

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How CMOs Will Harness Digital Platforms in 2010

From: “How CMOs Will Harness Digital Platforms in 2010 to Forever Change The Way Consumers Interact With Brands”

Toolbox.com’s TakeawayConsumers are increasingly connected throughout the day via digital channels. For the B2B marketer, this trend represents an opportunity to establish a presence where customers gather, increase touchpoints, share information, and solidify brand awareness among clients and prospects.

Toolbox.com’s TakeawaySocial media contributors and consumers are driven by the same spirit of competition and self-improvement that motivates gamers. Establish your company’s relevancy in these interactions by recognizing and supporting user merit systems in the social media space to transform the highest achievers into champions of your brand.

Summary• In 2010, and the years to follow, the burden

of success will have less to do with simply getting noticed and everything to do with driving participation

• Consumers today expect a joystick – whether real or metaphoric – with which to control their media, entertainment, relationships and consumption

• Most importantly, marketers will increasingly need to draw upon the principles of gaming in order to understand, enable and communicate with a population that relishes a game in any form

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Game Principles Reflected in Digital Marketing

From: “Play Marketing: How The Principles of Gaming Are Changing The Conversation”

Summary• Nielsen reports that one quarter of all phones sold last

year were smartphones

• 40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen)

• Mobile is unique among marketing vehicles in that it effectively bridges the gap between the analog and digital worlds. The net effect can dramatically amplify the effect of marketing communications

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The Future Belongs to Mobile Technology

From: “40% of Your Opportunity is Shifting to Mobile...Are You?”

Toolbox.com’s TakeawayWith an ever-increasing number of consumers using mobile devices for a variety of everyday tasks, mobile will be a strong play for B2B marketers in 2010. The mobile platform is tomorrow’s essential collaboration tool, necessitating an equally important shift to applications that directly support the use of social media by the mobile business workforce.

Toolbox.com’s Beta iPhone App

From: “Stop Spreading Viruses & Start Giving Gifts”

Toolbox.com’s TakeawayB2B marketing efforts should start with an understanding of the needs and motivations that guide consumer decisions and social behaviors. A truly viral campaign is chiefly driven by the worth and relevancy of its content; each consumer who passes the content becomes an ad-hoc brand champion.

Summary• Viral isn’t what a marketing campaign is, but how

that campaign spreads

• How & Why People Share

– Contributing (1-to-Many)

– Broadcasting (1-to-World)

– Gifting (1-to-1/Few)

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Viral Marketing: Powered by the Consumer

From: “The Social Evolution of Consumer Consumption and How It Will Impact Your Marketing Plans”

Toolbox.com’s TakeawayThe two-way conversational capability which attracts consumers to the social media platform makes it ideally suited as an enhancement to existing Customer Relationship Management systems. Integrating social media into every level of the B2B relationship is an important step toward moving prospects from awareness to consideration to final decision.

Summary

• Consumers are more connected to brands and each other than they ever have been before

• Social media-fueled technology and behavior is responsible for more content consumption choices than ever

• Brands are going to have to not only up the ante when it comes to content creation, but figure out efficient ways to get that content in front of the people most likely to share it with others

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Evolution of the Social Media Consumer

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Direct Results

2004-2009 2010-2015

Experimentation

Value: Web as a promotional vehicle

Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

Measurements: Cost per impression

Marketing Tactics:– Branding – buttons, banners– E-mail – newsletters, list rentals

1996-2003

Value: Web as a direct results platform

Primary Goals: Drive traffic and lead generation

Secondary Goals: Thought leadership and branding

Measurements: CPL, CPC, brand measurements confirmed through surveys

Marketing Tactics:– Search ads– Lead generation – white papers,

webcasts – Branding - IMUs, larger units,

microsites– E-mail – list rentals

Value: Web as a relationship management platform

Primary Goals: Engaging prospects and customers outside of their Web site

Secondary Goals: Lead generation, drive traffic, thought leadership and branding

Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

Marketing Tactics:– Company beachhead in

relevant communities– Integration of content in

mobile apps– Lead nurturing via social CRM– Successful tactics from direct

results stage

Relationship

Toolbox.com Perspective: the Evolution of Online Marketing