This document summarizes digital marketing trends and recommendations across five areas: digital channels, digital media, emerging technologies, consumer attitudes and behaviors, and marketing strategy. Key trends include a decline in traditional media consumption and rise of digital/social media. It recommends brands allocate over 50% of budgets to digital channels, consider social media and mobile strategies, and actively engage with consumers on social platforms to understand emerging behaviors.

1. Digital Marketing Outlook – Oct 2009 21.11.2009 A presentation to :

2. Content Digital Channel - Trends & Action Digital Media - Trends & Action Emerging Technologies - Trends & Action People’s Attitudes & Behaviours - Trends & Action Marketing Strategy - Trends & Action

3. 1. Digital Channel – Trends & Action

4. The trends we’re seeing… Newspaper readership is in decline - http://bit.ly/1PMg1e TV channel fragmentation is an ongoing issue - http://bit.ly/mgEOG TV advertising effectiveness drops by 60% between 1990 and 2010 - http://bit.ly/hHbRs Migration of US marketing spend to interactive channels continues - http://bit.ly/17aGPX & http://bit.ly/9wKLE

5. The trends we’re seeing… Media within interactive channels set to see the largest increase of US marketing spend over next 3 years - http://bit.ly/2KrKw US Marketers’ plan to increase their spend in digital and mobile - http://bit.ly/4eS539 By 2020 80% of media will be via digital channels - http://bit.ly/s7sqp .

6. The action we’re recommending… With people’s channel & media preferences migrating from analogue to digital we would recommend that 50%+ of marketing budgets should filter thru into digital channels, media and activities. Plus: Brands should be testing mobile appropriately in order to gain valuable understanding.

7. 2. Digital Media – Trends & Action

8. The trends we’re seeing… UK Online Ad Spending predicted to increase by 4.7% between 2009 and 2010 - http://bit.ly/13wJMU Google has largest reach, although Facebook has highest usage - http://bit.ly/HOjx2 Social media, mobile and in-game advertising set to see the largest increase in marketing spend over the next 3 years - http://bit.ly/xxk7D ‘ Created social media’ poised to become the biggest growth activity in US throughout 2009, closely followed by mobile - http://bit.ly/1GLxKu

9. The action we’re recommending… With the rapid rise of social media we recommend reviewing your budget weighting across digital channels and media to ensure it’s still appropriate for your objectives. Plus: Consider campaign concepts that have social currency built in, for example ideas that entertain or are useful.

10. 3. Emerging Technologies – Trends & Action

11. The trends we’re seeing… In a straw poll of ReadWriteWeb readers, 66% of respondents believe Augmented Reality is an important technology - http://bit.ly/LB5Wu The use of 2D barcodes is growing, M&S are the latest brand to use the technology for marketing - http://bit.ly/obLJ5 Spend on video game advertising is predicted to grow by 12% next year & 24% in 2011 - http://bit.ly/9wKLE

12. The action we’re recommending… From the raft of recent AR campaigns, augmented reality is certainly climbing the ‘Peak of Inflated Expectations’ on the Gartner Hype Cycle, however we recommend following developments as we believe it has huge business, as well as marketing, potential.

13. 4. People’s Attitudes & Behaviours – Trends & Action

14. What the research is saying… 18-40 yr olds spend more time online than watching TV - http://bit.ly/FzLpD The typical number of customer reviews required before product purchase decision is 4-7 - http://bit.ly/oBhiK Healthy YoY rise in social media activities - http://bit.ly/bwb2U 14 hours of video uploaded to YouTube every minute & 6.6m photos uploaded to Flickr every day - http://bit.ly/6vMbn Only 13% of UK consumers pay attention to ads on social networking sites - http://bit.ly/B2ymG US Twitter users mainly use it to keep in touch with friends - http://bit.ly/4u94rp

15. The action we’re recommending… We recommend that PR & marketing professionals should be actively using a broad range of social media on a personal basis in order to gain a clear understanding of how to use the tools and experience people’s behaviour and attitudes first hand.

16. 5. Marketing Strategy – Trends & Action

17. What the research is saying… Most US brands are monitoring social media but don’t engage with negative comments - http://bit.ly/yiBrT also the majority don’t have a social media policy in place - http://bit.ly/ThaUW US marketers view social media marketing as a better branding activity than direct response - http://bit.ly/tK0In Personalisation of product/service seen as growing importance for customers - http://bit.ly/FFQZI 2% reduction in negative word of mouth boosts sales growth by 1% - http://bit.ly/IzAHf

18. The action we’re recommending… Start by listening to the conversations and ensure senior management fully appreciate the impact social media will have on the organisation. Then create a social media strategy which has organisational-wide input and a conversational approach. Plus: Consider an iterative approach to marketing, test, learn & adapt based on how the social community responds.

19. Thank you I hope you find our Digital Marketing Outlook interesting. Continue the conversation: Steve Sponder Group Strategy Director blog.stevesponder.com // @stevesponder