BRAND    2013                 INVESTMENT                   REPORTConfidential & Proprietary
PAST,PRESENT & FUTURE TRENDS
Table of Contents1.   Methodology: What, Who, & Why1.    Key Findings      Organizational Issues      Focus & Predicted ...
Methodology: What, Who, & Why?DIRECTION.ACCELERATION   © 2013 Storyline Development. Proprietary and Confidential. All Rig...
What & Who: The Digiday Brand Investment Report•   The first report in an ongoing series that will look at key drivers, in...
Why?                                                                                                           Business go...
Key FindingsDIRECTION.ACCELERATION   © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Organizational IssuesDIRECTION.ACCELERATION   © 2013 Storyline Development. Proprietary and Confidential. All Rights Reser...
Brands Are Evolving Their Organizations In Response to Digital….   1 in 2   In their current job for                      ...
But Many Marketers See a (Internal) Knowledge Gap…    91%    I am savvy about     digital marketing                       ...
The Worst May Be Behind Us …                                                                                              ...
Focus & Predicted ShiftDIRECTION.ACCELERATION   © 2013 Storyline Development. Proprietary and Confidential. All Rights Res...
Last Year: Focus on Mobile Suffered Relative to Other Forms of Digital               1 in 5 marketers rank their focus on ...
Looking Forward: Spending on Social & Mobile Predicted to Soar in 2013 & „14              Unclear who is Peter and who is ...
Bedrock Options Emerge in Social Media, but Tier 2 Remains Mixed Bag      In Social Media Toolbox, Facebook, Twitter, YouT...
Marketers Accelerated into Mobile: Move Beyond Sites, Branded Apps & Mobile Display              Expect huge growth in in-...
Other Key Issues…DIRECTION.ACCELERATION   © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Pace of Change is a Challenge. Will Remain So for Foreseeable Future   7 in   Say pace of change is                       ...
Attaining a Balance Between Digital & Other Mediums. An Increased Area of Focus...       27%  No longer think in terms of ...
As Always, Determining ROI is a Key Concern, But is Easier Said than Done…70%                Optimizing current spend     ...
Marketers Are Embracing Many Tactics to Generate & Budget For Content61%                                           30     ...
Additional Coverage Areas to Include•   More detailed benchmarks to help brands evaluate how they stack up to their compet...
evan@storylinecorp.comDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Managing & Budgeting for Innovation: Programs & Practices Vary Greatly, Best Practices Are Slowly EvolvingDIRECTION.ACCELE...
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Digiday Presents the Brand Investment Report

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Researcher Evan Neufeld will present the findings of Digiday's inaugural report, which examines how Fortune 500 brands and their CMOS are navigating the increasingly complicated digital marketplace. He will identify key emerging trends, as well as best and worst practices, and make recommendations for agencies and publishers who want to know where brands will be putting their money in 2013 and beyond.

Presenter: Evan Neufeld, principal analyst and co-founder, Storyline Development @mobilewallah

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Digiday Presents the Brand Investment Report

  1. 1. BRAND 2013 INVESTMENT REPORTConfidential & Proprietary
  2. 2. PAST,PRESENT & FUTURE TRENDS
  3. 3. Table of Contents1. Methodology: What, Who, & Why1. Key Findings  Organizational Issues  Focus & Predicted Shift  Pace of Change  Determining ROI  Content Creation2. Additional Coverage AreasDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  4. 4. Methodology: What, Who, & Why?DIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  5. 5. What & Who: The Digiday Brand Investment Report• The first report in an ongoing series that will look at key drivers, inhibitors, and benchmarks of how Fortune 500 companies and their CMOs are navigating the increasingly complex digital marketing ecosystem• Based on surveys and detailed, in-person interviews with 50 senior marketers spanning more than a dozen key industries• Identifies key emerging trends, best and worst practices, and provides recommendations for brand marketers who wish to advance their digital marketing in an effective fashion• Results are preliminary• Final report will be available by the end of MarchDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  6. 6. Why? Business goes on to new heights Inflection Point 10x change in an element of the business. What worked before doesn’t work now. The executives are the last to know. Business declinesDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  7. 7. Key FindingsDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  8. 8. Organizational IssuesDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  9. 9. Brands Are Evolving Their Organizations In Response to Digital…. 1 in 2 In their current job for 3 of 5 With current employer under 2 years under 2 years 1 in 8 Org is in flux 2 of 5 Work in matrixed orgsDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  10. 10. But Many Marketers See a (Internal) Knowledge Gap… 91% I am savvy about digital marketing 89 My team is savvy about digital % marketing 79% My company is savvy about 77% Work in matrixed orgs digital marketingDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  11. 11. The Worst May Be Behind Us … • Most point to reorgs as attempts to bridge the digital/ traditional gap • Digital (especially social) has brought down many walls • Most report matrixed orgs work wellDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  12. 12. Focus & Predicted ShiftDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  13. 13. Last Year: Focus on Mobile Suffered Relative to Other Forms of Digital 1 in 5 marketers rank their focus on mobile marketing as poor…DIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  14. 14. Looking Forward: Spending on Social & Mobile Predicted to Soar in 2013 & „14 Unclear who is Peter and who is Paul among remaining areas of focusDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  15. 15. Bedrock Options Emerge in Social Media, but Tier 2 Remains Mixed Bag In Social Media Toolbox, Facebook, Twitter, YouTube become foundational, Pinterest stumbles, Foursquare sees limited adoption while Google+ remains odd man outDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  16. 16. Marketers Accelerated into Mobile: Move Beyond Sites, Branded Apps & Mobile Display Expect huge growth in in-app advertising and mobile video ads, with healthy rise in mobile couponing and location-based targetingDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  17. 17. Other Key Issues…DIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  18. 18. Pace of Change is a Challenge. Will Remain So for Foreseeable Future 7 in Say pace of change is 1 in 6 Say pace of change is 10 ACCELERATING OUT OF CONTROL 3 in 5 Keeping track of tech developments VERY/EXTREMELY importantDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  19. 19. Attaining a Balance Between Digital & Other Mediums. An Increased Area of Focus... 27% No longer think in terms of digital vs. traditional 41 More $ should be spent on digital vs. traditional % channels 75% 79% Anticipate an INCREASED Integrating across channels is FOCUS on achieving branding VERY/EXTREMELY important objectives on digital platformsDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  20. 20. As Always, Determining ROI is a Key Concern, But is Easier Said than Done…70% Optimizing current spend VERY/EXTREMELY important 77 Measurement of ROI for mobile & social VERY/EXTREMELY important % 79% 27% Grasp of ROI for mobile POOR 16% Grasp of ROI for social POORDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  21. 21. Marketers Are Embracing Many Tactics to Generate & Budget For Content61% 30 55 Content generation Manage Varies on case- VERY/EXTREMELY internally by-case basis important % % 25% 25 50 Comes out of Have dedicated traditional Varies on case- budget budget by-case basisDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  22. 22. Additional Coverage Areas to Include• More detailed benchmarks to help brands evaluate how they stack up to their competitors in key areas such as marketing spend and allocation, managing innovation, measuring ROI, working with key partners, and digital marketing savviness.• A review of how top brands are working with key partners, including agencies, publishers, and technology companies.• Detailed review of other “hot button” issues, including optimization of current spend, programmatic buying, managing & budgeting for innovation and shifting brand dollars online.• Recommendations for brand marketers who wish to advance their digital marketing in an effective fashion.DIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  23. 23. evan@storylinecorp.comDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
  24. 24. Managing & Budgeting for Innovation: Programs & Practices Vary Greatly, Best Practices Are Slowly EvolvingDIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved

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