1) The document discusses priorities and trends for digital marketing in 2009, according to a survey of digital agencies. 2) Maintaining digital infrastructure like websites and tools was considered the top priority, along with search optimization and social networks. Digital advertising, mobile, and email marketing were also seen as important. 3) Technologies like Flash, Dreamweaver, and WordPress were commonly used. Demand was expected for skills in these programs as well as in areas like search engine optimization, social media, and mobile.

1. 2009 Institute for Staff Development Students Today, Leaders Tomorrow Web Design

3. PASSION?

5. What does mean?

6. Web design

7. Web development or simply “dev”

8. And now behind the curtain

9. Employability skills and education

10. Client management and studio management

11. Creatives

12. Producers or project managers

13. 1. consumer behavior knowledge desired business goal 3. understand revenue model 4. competitive landscape study 5. lifestyle profiles 6. points of uniqueness 7. liabilities to manage 8. brand strategy 9. tone 10. communication strategy 12. measure/refine Situation Overview hero brand strategy ever-changing influencers integrated execution product strengths weaknesses roi 11. media delivery 2. industry knowledge Strategist

14. Media Planner and buyer

15. Interactive Director

16. Testing or QA

17. Analyst

18. Site maintenance

20. Questions?

22. Questions?

23. Cha, Cha, Cha, Changes.

24. Social Media or Social Networks

25. Big change

26. Questions?

27. Trends

28. HTML sites

29. Flash sites with integrated video

30. Banners

33. e-newsletters

34. Microsite

36. Viral

40. Questions?

42. 2009 Digital Marketing Outlook Presented by: The Society of Digital Agencies

43. Compared to last year, are you projecting an increase or decrease in the amount of digital projects/work in the current economy? “ S o don't expect as many flashy advertising campaigns on TV in 2009, as the ROI from such campaigns is pure guesswork. The smart companies will be using highly measurable low-cost digital marketing techniques to drive profitable real-time ‘recessionary marketing tactics' focused on tightly-defined market segments.” - BI & CRM, Bloor Research,December 22, 2008 , www.it-director.com/business/content.php?cid=10970 % of Survey Respondents Society of Digital Agencies - 2009 Digital Marketing Outlook

44. Advertiser Optimism Next Six Months Majority of Advertisers Plan to Increase Digital Marketing Spend *2009 Advertiser Optimism Report, February 2009 Red: More will Decrease than Increase Ad Spending Next Six Months Green: More will Increase than Decrease Ad Spending Next Six Months AGENCY MARKETER INCREASE MAINTAIN DECREASE INCREASE MAINTAIN DECREASE Broadcast TV 14% 51% 35% 19% 26% 55% Cable TV 27% 55% 18% 24% 42% 33% Local Newspapers 5% 38% 57% 4% 32% 64% Magazines 16% 34% 49% 11% 30% 59% Mobile 52% 35% 13% 58% 16% 26% National Newspapers 4% 42% 54% 7% 21% 71% Online Display 51% 33% 17% 52% 30% 17% Online Research 56% 34% 10% 47% 42% 11% Outdoor 21% 57% 22% 8% 48% 44% Radio 16% 47% 38% 27% 31% 42% Society of Digital Agencies - 2009 Digital Marketing Outlook

45. Change in Online Marketing Spending in 2009 According to Senior Marketing Executives Worldwide (% of respondents) Note: Numbers may not add up to %100 due to rounding. - Ad Media Partners, January 28, 2009; Posted on www.emarketer.com INCREASE FLAT DECREASE Word-of-Mouth/ Social Media 77% 12% 11% Search Marketing 76% 18% 7% Mobile Marketing 75% 14% 11% Behavioral/Contextual Marketing 70% 22% 7% Lead Generation 63% 29% 9% CRM/Analytics 60% 31% 9% Video Advertising 60% 24% 16% Email Marketing 58% 31% 11% Online Gaming 51% 30% 18% Online Media Buying/Planning 47% 40% 13% Affiliate Marketing 46% 35% 19% Web Development 39% 38% 23% Market Research 27% 50% 23% Display Advertising 26% 29% 45% Society of Digital Agencies - 2009 Digital Marketing Outlook

46. Has your company increased or decreased personnel in the areas that support digital marketing initiatives? Decreased and may decrease further Decreased but currently hiring Stayed the same Stayed the same but currently hiring Increased Increased and currently hiring % of Survey Respondents Society of Digital Agencies - 2009 Digital Marketing Outlook

47. How do you believe the current economic challenges will affect the digital marketing industry in the long run? Society of Digital Agencies - 2009 Digital Marketing Outlook

48. The importance of each of the following in 2009

49. Importance of Digital Initiatives in 2009 NOT RELEVANT LOW IMPORTANCE IMPORTANT TOP PRIORITY RATING Digital Infrastructure (websites, tools, etc) 1.3% 4.5% 42.6% 51.6% 3.39 Digital Advertising 2.1% 16.7% 48.1% 33.0% 2.93 Mobile 6.7% 30.3% 42.6% 20.4% 2.4 Widgets 12.7% 42.8% 36.8% 7.7% 1.84 Social Networks/Applications 2.4% 20.8% 50.1% 26.8% 2.78 Viral Campaigns 6.2% 32.7% 43.2% 17.9% 2.34 Blogger outreach (getting bloggers to write about you or your clients, products, or services) 6.0% 33.8% 44.7% 15.6% 2.3 Blogging integration (integrating blogging capabilities into web sites) 5.9% 31.6% 45.2% 17.3% 2.36 Email marketing 8.3% 36.4% 38.7% 16.6% 2.19 Search optimization 3.2% 18.1% 46.0% 32.8% 2.87

50. Which of the following are top priority in 2009? 50% of survey respondents consider Digital Infrastructure, which includes websites and online tools, to be their top priority. A just-released survey from eMetrics Marketing Optimization Summit reported that businesses plan to increase or maintain their budgets for: Email, Online Advertising, Keyword Search Campaigns, Social Media, and Video Advertising. - Economic Outlook for 2009 and Its Impact on Marketing Budgets , www.scribd.com/doc/9620761/2009-Marketing-Budgets TOP PRIORITY IMPORTANT LOW PRIORITY Digital Infrastructure 51.5% 42.8% 5.7% Digital Advertising 32.8% 48.3% 18.9% Search Optimization 32.5% 45.9% 21.6% Social Networks/Applications 26.9% 50.1% 23% Mobile 20.4% 42.9% 36.7% Blogging Integration 17.4% 45.3% 37.3% Viral Campaigns 18.1% 43% 38.9% Blogger Outreach 15.8% 44.8% 39.4% Email Marketing 16.5% 38.9% 44.6% Widgets 7.7% 37.2% 55.1% Society of Digital Agencies - 2009 Digital Marketing Outlook

51. Which tools / products will you or your organization use in 2009 IMPORTANT TOOL FOR US LIGHT USE DO NOT USE NOT SURE WE USE NEVER HEARD OF Aptana 1.4% 6.2% 24.6% 9.9% 57.9% Blogger 6.8% 29.5% 50.9% 9.6% 3.2% Coda 7.1% 12.4% 37.8% 12.9% 29.7% Dreamweaver 44.8% 31.1% 19.8% 2.4% 0.9% Eclipse 13.6% 12.7% 36.0% 9.5% 28.2% Expression Blend 1.9% 7.5% 46.2% 9.8% 34.7% Expression Web 1.9% 8.6% 48.6% 8.6% 32.2% Fireworks 18.4% 33.6% 39.1% 5.0% 3.9% Flash 87.5% 9.9% 1.7% 0.9% 0% Flex 32.3% 30.9% 27.0% 5.5% 4.3% GoogleType 3.0% 12.3% 54.1% 13.5% 17.2% iWeb 0.9% 6.3% 64.7% 9.8% 18.2% Movable Type 4.0% 15.0% 56.9% 10.5% 13.6% Text Editor 32.4% 35.0% 21.3% 6.5% 4.9% Typepad 9.1% 23.8% 47.9% 11.0% 8.2% Visual Studio 19.2% 17.6% 49.6% 9.1% 4.4% WordPress 37.0% 33.6% 21.1% 5.7% 2.5% Zend Studio 6.8% 7.8% 41.9% 11.1% 32.5% Society of Digital Agencies - 2009 Digital Marketing Outlook

52. Which technologies / languages are most important to your company in 2009? Society of Digital Agencies - 2009 Digital Marketing Outlook

53. What technical skill sets, if any, will you look to hire or contract for in 2009? Society of Digital Agencies - 2009 Digital Marketing Outlook

54. Final Questions?

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