DIGITAL MARKETING
MOMENTUM
PRESENTED BY THE
SOCIETY OF DIGITAL AGENCIES

exopolis
exopolis
Storytelling for Emerging Media.

The voice of interactive professionals
with a mission to advance the industry
through best practices, education,
and advocacy.

BEST STANDARDS
& PRACTICES

EDUCATING
BRANDS

WORKING
WITH SCHOOLS

ADVOCACY

THE
DIGITAL WAVE

DIGITAL
AGENCIES

STRATEGY

CREATIVE

CONTENT

TECHNOLOGY

‣ USER EXPERIENCE
‣ ANALYTICS
‣ BACK END TECHNOLOGY

‣ INNOVATIVE
‣ ENGAGING
‣ EFFORTLESS

SPEED OF
CONSUMER ADOPTION

THE CENTER
OF MODERN LIFE

WORLD INTERNET PENETRATION RATES
BY GEOGRAPHIC REGIONS
NORTH AMERICA 73.9%
OCEANIA / AUSTRALIA 60.1%
EUROPE 50.1%
LATIN AMERICA / CARIB. 30.0%
MIDDLE EAST 23.7%
ASIA 18.5%
AFRICA 6.7%
WORLD AVERAGE 24.7%
0% 20% 40% 60% 80%
Source: Internet World Stats - www.internetworldstats.com/stats.html. Penetration Rates are based on world population of
6,767,805,208 and 1,668,870,408 estimated Internet users for June 30, 2009.

‣ DISCOVER
‣ EXPLORE
‣ SATISFY

‣ WHO THEY TRUST
‣ WHO THEY LISTEN TO
‣ WHO THEY TELL

DIGITAL ECOSYSTEM
SOCIAL
MOBILE WEBSITES
APPS VIDEO

‣ TIME
‣ DISTANCE
‣ KNOWLEDGE

THE CONSUMER
IS IN CONTROL

ACCELERATED
SHIFT TO DIGITAL

INTERACTIVE MARKETING SPEND
(USD MILLIONS)
US$60,000
US$45,000
US$30,000
US$15,000
US$0
2009 2010 2011 2012 2013 2014
SEARCH MARKETING DISPLAY ADVERTISING EMAIL MARKETING
SOCIAL MEDIA MOBILE MARKETING
Source: Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only)

SHIFT
HOW WILL YOU FUND INCREASES TO YOUR INTERACTIVE
MARKETING BUDGET?
60% OF MARKETERS
WILL SHIFT MONEY
FROM TRADITIONAL MEDIA
Source: 7.09 Forrester Research, US Interactive Marketing Forecast, 2009 To 2014

COMPARED TO LAST YEAR
ARE YOU (OR YOUR CLIENTS) SHIFTING FUNDS FROM
TRADITIONAL TO DIGITAL MEDIA?
DIGITAL ADVERTISING / MARKETING AGENCY
TRADITIONAL ADVERTISING AGENCY
VENDOR / DIGITAL INDUSTRY SERVICE PROVIDER
CORPORATE BRAND
FREELANCER / INDEPENDENT
0% 20% 40% 60% 80%
NO SHIFT IN % OF BUDGET FOR DIGITAL
DIGITAL INCREASING BY 1% TO 29%
DIGITAL INCREASING BY 30% OR MORE
Source: Society of Digital Agencies - 2009 Digital Marketing Outlook

LOOK OUT PRINT
WHICH OF YOUR TRADITIONAL MARKETING BUDGETS
WILL YOU DECREASE TO FUND INTERACTIVE
MARKETING?
‣ 40% DIRECT MAIL
‣ 35% NEWSPAPERS
‣ 28% MAGAZINES
Source: Forrester Research, US Interactive Marketing Forecast, 2009 To 2014

DIGITAL AT THE CENTER
TV PRINT
DIGITAL
OUT-
DOOR

SOME BRANDS
STILL DENY REALITY

EFFORTLESS

ENGAGING

USEFUL

WHAT’S HAPPENING
IN THE U.S.

SOCIAL
NETWORKING

MOBILE

ADOBE OPEN
SCREEN PROJECT

NEXT GENERATION DOTCOMS

NEW UX &
FUNCTIONALITY

TOP SURVEY RESPONDENTS CONSIDER DIGITAL INFRASTRUCTURE, WHICH
PRIORITY IN 2009
50% OF
INCLUDES WEBSITES AND ONLINE TOOLS, TO BE THEIR TOP PRIORITY.
TOP PRIORITY
DIGITAL INFRASTRUCTURE 51.5%
DIGITAL ADVERTISING 32.8%
SEARCH OPTIMIZATION 32.5%
SOCIAL NETWORKING / APPLICATIONS 26.9%
MOBILE 20.4%
BLOGGING INTEGRATION 17.4%
BLOGGER OUTREACH 18.1%
VIRAL CAMPAIGNS 15.8%
EMAIL MARKETING 16.5%
WIDGETS 7.7%
Source: Society of Digital Agencies - 2009 Digital Marketing Outlook

CASE-STUDIES
‣ SOCIAL
‣ DATA-DRIVEN DASHBOARDS
‣ INSTALLATION
‣ BRANDING
‣ MOBILE