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 :

3. 1. Digital Channel – Trends & Action

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

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

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

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

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