2010 Digital Marketing Outlook-- Toolbox.com Analysis

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Toolbox.com's takeaways and implications for B2B marketers from the recently published 2010 Digital Marketing Outlook by the Society of Digital Agencies.

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2010 Digital Marketing Outlook-- Toolbox.com Analysis

  1. 1. 2010 Digital Marketing Outlook<br />Report from the SoDA<br />Includes Analysis of the Impact on B2B Marketing2/4/10<br />
  2. 2. 2010 Digital Marketing Outlook: Change in Marketing Spend <br />2<br />
  3. 3. 2010 Digital Marketing Outlook Research Highlights<br />81% of Brand Execs expect an increase in digital projects for 2010<br />50% will be shifting funds from traditional to digital media<br />78% of global participants believe the current economy will actually spawn more funds allocated to digital<br />3<br />2010 Digital Marketing Outlook Survey by SoDA (Society of Digital Agencies):<br /><ul><li>Polled hundreds of executives from major global brands, traditional and digital agencies
  4. 4. Included vendor and service providers, as well as freelance and independent practitioners
  5. 5. Access the complete survey results here: http://api.ning.com/files/N*gbA5l9HAo11u4N3fzDnAA5Cr1VlMqGFhl7Lag9AKFod8bE394ner71qUejABXpTKosUuiSaie9WJweN3WbbmwMBMI29ktX/soda2010_01_19.pdf</li></li></ul><li>Social Media: Propelling the Rise of the Consumer<br />“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<br />“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<br />&quot;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.&quot; —Ken Martin, Chief Creative Officer, and Ivan Todorov, CEO & CTO, Blitz<br />4<br />
  6. 6. Marketers Foresee Increase in Digital Projects<br />Compared to last year, are you projecting an increase or decrease in the amount of digital projects/work in the current economy?<br />5<br />
  7. 7. Shifting Funds from Traditional to Digital Media<br />6<br />Compared to last year, are you (or your clients) shifting funds from traditional to digital media?<br />
  8. 8. Economic Challenges Will Increase Digital Marketing <br />How do you believe the current economic challenges will affect the digital marketing industry in the long run?<br />7<br />
  9. 9. Top Priorities in Digital Marketing for 2010 <br />Which of the following is top priority in 2010?<br />8<br />
  10. 10. 2010 Digital Marketing Outlook: Evolving Social Media Strategies<br />9<br />
  11. 11. 10<br />How CMOs Will Harness Digital Platforms in 2010<br />Summary<br /><ul><li>Countless engagement levels can be leveraged to keep consumers tuned in
  12. 12. Brands can be seamlessly integrated into everyday lives of consumers
  13. 13. Execution must extend beyond the single touchpoint or the consumer will find other brands to better fulfill his or her needs </li></ul>Toolbox.com’s Takeaway<br />Consumers 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.<br />From: “How CMOs Will Harness Digital Platforms in 2010 to Forever Change The Way Consumers Interact With Brands” <br />
  14. 14. Summary<br />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<br />Consumers today expect a joystick – whether real or metaphoric – with which to control their media, entertainment, relationships and consumption<br />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<br />Toolbox.com’s Takeaway<br />Social 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.<br />11<br />Game Principles Reflected in Digital Marketing <br />From: “Play Marketing: How The Principles of Gaming Are Changing The Conversation” <br />
  15. 15. 12<br />The Future Belongs to Mobile Technology<br />Summary<br />Nielsen reports that one quarter of all phones sold last year were smartphones<br />40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen)<br />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<br />Toolbox.com’s Takeaway<br />With 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.<br />Toolbox.com’s Beta iPhone App<br />From: “40% of Your Opportunity is Shifting to Mobile...Are You?” <br />
  16. 16. Viral Marketing: Powered by the Consumer<br />Summary<br />Viral isn’t what a marketing campaign is, but how that campaign spreads<br />How & Why People Share<br />Contributing (1-to-Many)<br />Broadcasting (1-to-World)<br />Gifting (1-to-1/Few)<br />Toolbox.com’s Takeaway<br />B2B 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.<br />From: “Stop Spreading Viruses & Start Giving Gifts” <br />13<br />
  17. 17. Evolution of the Social Media Consumer <br />Summary<br />Consumers are more connected to brands and each other than they ever have been before<br />Social media-fueled technology and behavior is responsible for more content consumption choices than ever<br />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<br />Toolbox.com’s Takeaway<br />The 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.<br />From: “The Social Evolution of Consumer Consumption and How It Will Impact Your Marketing Plans” <br />14<br />
  18. 18. 15<br />Toolbox.com Perspective: the Evolution of Online Marketing<br />Relationship<br />Direct Results<br /><ul><li>Value: </li></ul> Web as a relationship management platform<br /><ul><li>Primary Goals: </li></ul> Engaging prospects and customers outside of their Web site<br /><ul><li>Secondary Goals: </li></ul> Lead generation, drive traffic, thought leadership and branding<br /><ul><li>Measurements: </li></ul> Cost of sales, customer retention, brand penetration and measurements from direct results stage<br /><ul><li>Marketing Tactics:
  19. 19. Company beachhead in relevant communities
  20. 20. Integration of content in mobile apps
  21. 21. Lead nurturing via social CRM
  22. 22. Successful tactics from direct results stage</li></ul>Experimentation<br /><ul><li>Value: </li></ul> Web as a direct results platform<br /><ul><li>Primary Goals: </li></ul> Drive traffic and lead generation<br /><ul><li>Secondary Goals: </li></ul> Thought leadership and branding<br /><ul><li>Measurements: </li></ul> CPL, CPC, brand measurements confirmed through surveys<br /><ul><li>Marketing Tactics:
  23. 23. Search ads
  24. 24. Lead generation – white papers, webcasts
  25. 25. Branding - IMUs, larger units, microsites
  26. 26. E-mail – list rentals
  27. 27. Value: </li></ul> Web as a promotional vehicle<br /><ul><li>Primary Goals: </li></ul> Trial a new media concept, gain eyeballs, build brand and drive awareness<br /><ul><li>Measurements: </li></ul> Cost per impression<br /><ul><li>Marketing Tactics:
  28. 28. Branding – buttons, banners
  29. 29. E-mail – newsletters, list rentals</li></ul>2004-2009<br /> 2010-2015<br />1996-2003<br />

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