Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Leading digital agencies have provided thought-provoking articles and case studies. And a 14-person panel comprised of guest contributors and notable CMO advisors have provided their insights. The result: an invaluable planning resource for marketers and agencies in 2011.
The 2011 Digital Marketing Outlook (DMO) study, conducted by SoDA and its research partner, AnswerLab, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example the study discovered that 80% of marketers plan to increase the volume of digital projects in 2011 with 43% planning to decrease traditional paid media investments.
This edition includes a unique combination of valuable forecasts, inspiring ideas, and truly inventive work created for top brands such as Nike, Burberry, Whole Foods, Lincoln and Lenovo. Contributors include thought leaders from SoDA member companies around the globe and notable guest authors from Chobani, SheSays, Adobe, LVMH and AgencyAgile. In this volume, SoDA was fortunate to work with partner AOL to debut some of the findings from its proprietary study on shrinking purchase windows and the multiplier effect of smartphone usage on those reduced timelines for making decisions across a wide variety of product and service categories.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are accessible via the free tablet app.
**Download the report to see all content and formatting as intended.
For the fourth year in a row, SoDA has compiled the thoughts and opinions of ≈700 marketers, agencies, technologists and digital industry insiders. Dozens of SoDA member companies have contributed thought-provoking articles and case studies to The SoDA Report (formerly known as the Digital Marketing Outlook). A broad array of guest contributors, CMOs and other senior-level digital marketers from a wide array of organizations (i.e., L’Oreal, Adobe, Google, Compete, E*Trade, Bloomberg and Samsung, among many other blue-chip brands) also provided their insights. The result: an invaluable planning resource for marketers and agencies in 2012. SoDA is releasing the publication in its traditional format today, and a tablet edition will be released in early March. SoDA will also be publishing smaller quarterly updates to The SoDA Report over the course of 2012.
The study, conducted by SoDA and its research partner, Econsultancy, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example, the 2012 survey showed that increased self-reliance is an increasingly common mantra among many marketing organizations, with almost two-thirds citing internal resource growth as their primary approach to expanding digital marketing efforts this year. For those looking outward, almost one-third said they’re seeking to diversify their agency mix based on niche areas of expertise (vs. pursuing a “one-stop shop” digital partner).
The publication also includes:
• 4 editorial sections (Industry Insider, Modern Marketers, People Power & Tech Talk), including related research findings from the 2012 Digital Marketing Outlook Survey. Content focuses on subjects critical to the digital marketing industry today, from evolving agency models and partner ecosystems to transformations at marketing organizations aimed at becoming more consumer-centric to finding and cultivating top digital marketing talent.
• One-on-one interviews with industry luminaries as well as panel discussions on topics ranging from change management to measurement and analytics.
• Case studies spanning a wide array of industries and digital platforms to inspire and inform.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
The meticulously-curated editorial sections within the Report include Industry Insider, Modern Marketer and Tech Talk. You’ll also find an exemplary collection of projects from SoDA members and partners that feature work with world-renowned brands such as Coca-Cola, Nike, Google, Pepsi, and YouTube in addition to immersive digital experiences for museums and academic institutions.
*Please note that certain anchor links will only work if the publication is downloaded locally.
In this edition of The SoDA Report, we explore Spurring Positive Change. Effecting real change is not a formulaic process. As strategic design expert Anna Meroni underscores in her work, it involves interpreting situations where problems are open and ill-defined, tasks are unclear, processes are experimental and where knowledge is something that emerges step by step through continuous interactions with other players.
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are available via the Report's responsive site www.sodareport.com.
In this edition of The SoDA Report, we explore Spurring Positive Change. Effecting real change is not a formulaic process. As strategic design expert Anna Meroni underscores in her work, it involves interpreting situations where problems are open and ill-defined, tasks are unclear, processes are experimental and where knowledge is something that emerges step by step through continuous interactions with other players. We dive into all of these issues throughout the editorial sections and via our annual Digital Outlook research study.
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are available via the Report's responsive site www.sodareport.com.
This edition of The SoDA Report On… explores the creative agency’s perspective on the state of agency workflow management, processes and tools. Created in partnership with Deltek, the findings of the research highlight key issues that agencies face, the challenges they need to address, and delivers valuable insight into the current state of workflow management. In addition to the research component, the Report includes original articles by the industry's finest minds.
Within this special edition of The SoDA Report, industry leaders brainstorm and discuss creative opportunities for programmatic native advertising. How can marketers, agencies, and publishers build better creative designs that mesh well with their content experiences? How can we be creative in a world that is component-based? Authors from Fancy Pants Group, Voltage, Big Spaceship and Google share real-life examples of challenges, modifications, successes and tools to continue the conversation of creating compelling digital creative.
This edition includes a unique combination of valuable forecasts, inspiring ideas, and truly inventive work created for top brands such as Nike, Burberry, Whole Foods, Lincoln and Lenovo. Contributors include thought leaders from SoDA member companies around the globe and notable guest authors from Chobani, SheSays, Adobe, LVMH and AgencyAgile. In this volume, SoDA was fortunate to work with partner AOL to debut some of the findings from its proprietary study on shrinking purchase windows and the multiplier effect of smartphone usage on those reduced timelines for making decisions across a wide variety of product and service categories.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are accessible via the free tablet app.
**Download the report to see all content and formatting as intended.
For the fourth year in a row, SoDA has compiled the thoughts and opinions of ≈700 marketers, agencies, technologists and digital industry insiders. Dozens of SoDA member companies have contributed thought-provoking articles and case studies to The SoDA Report (formerly known as the Digital Marketing Outlook). A broad array of guest contributors, CMOs and other senior-level digital marketers from a wide array of organizations (i.e., L’Oreal, Adobe, Google, Compete, E*Trade, Bloomberg and Samsung, among many other blue-chip brands) also provided their insights. The result: an invaluable planning resource for marketers and agencies in 2012. SoDA is releasing the publication in its traditional format today, and a tablet edition will be released in early March. SoDA will also be publishing smaller quarterly updates to The SoDA Report over the course of 2012.
The study, conducted by SoDA and its research partner, Econsultancy, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example, the 2012 survey showed that increased self-reliance is an increasingly common mantra among many marketing organizations, with almost two-thirds citing internal resource growth as their primary approach to expanding digital marketing efforts this year. For those looking outward, almost one-third said they’re seeking to diversify their agency mix based on niche areas of expertise (vs. pursuing a “one-stop shop” digital partner).
The publication also includes:
• 4 editorial sections (Industry Insider, Modern Marketers, People Power & Tech Talk), including related research findings from the 2012 Digital Marketing Outlook Survey. Content focuses on subjects critical to the digital marketing industry today, from evolving agency models and partner ecosystems to transformations at marketing organizations aimed at becoming more consumer-centric to finding and cultivating top digital marketing talent.
• One-on-one interviews with industry luminaries as well as panel discussions on topics ranging from change management to measurement and analytics.
• Case studies spanning a wide array of industries and digital platforms to inspire and inform.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
The meticulously-curated editorial sections within the Report include Industry Insider, Modern Marketer and Tech Talk. You’ll also find an exemplary collection of projects from SoDA members and partners that feature work with world-renowned brands such as Coca-Cola, Nike, Google, Pepsi, and YouTube in addition to immersive digital experiences for museums and academic institutions.
*Please note that certain anchor links will only work if the publication is downloaded locally.
In this edition of The SoDA Report, we explore Spurring Positive Change. Effecting real change is not a formulaic process. As strategic design expert Anna Meroni underscores in her work, it involves interpreting situations where problems are open and ill-defined, tasks are unclear, processes are experimental and where knowledge is something that emerges step by step through continuous interactions with other players.
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are available via the Report's responsive site www.sodareport.com.
In this edition of The SoDA Report, we explore Spurring Positive Change. Effecting real change is not a formulaic process. As strategic design expert Anna Meroni underscores in her work, it involves interpreting situations where problems are open and ill-defined, tasks are unclear, processes are experimental and where knowledge is something that emerges step by step through continuous interactions with other players. We dive into all of these issues throughout the editorial sections and via our annual Digital Outlook research study.
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are available via the Report's responsive site www.sodareport.com.
This edition of The SoDA Report On… explores the creative agency’s perspective on the state of agency workflow management, processes and tools. Created in partnership with Deltek, the findings of the research highlight key issues that agencies face, the challenges they need to address, and delivers valuable insight into the current state of workflow management. In addition to the research component, the Report includes original articles by the industry's finest minds.
Within this special edition of The SoDA Report, industry leaders brainstorm and discuss creative opportunities for programmatic native advertising. How can marketers, agencies, and publishers build better creative designs that mesh well with their content experiences? How can we be creative in a world that is component-based? Authors from Fancy Pants Group, Voltage, Big Spaceship and Google share real-life examples of challenges, modifications, successes and tools to continue the conversation of creating compelling digital creative.
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Perspectives 2013 is a collection of Reactive's viewpoints from our offices around the world. Download the PDF version from http://www.reactive.com/perspectives-2013.html
The authors live and work in New York, London, Melbourne, Sydney and Auckland.
In this edition of The SoDA Report, we explore the concept of value. We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems? We dive into all of these questions throughout the editorial sections and via our annual Digital Marketing Outlook (DMO) research study.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) will be accessible via the free tablet app coming soon.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Adobe
This monthly series by IQ, presented to you by CMO.com by Adobe, is an executive guide for brands ready to usher their marketing into the digital age. It will outline what companies need to master in order to superserve the all-powerful modern consumer.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb and Senior Researcher Jessica Groopman defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.
What's Next: Using Data to Create Impactful ExperiencesOgilvy Consulting
Do you understand data brings value to your business? Many marketers still struggle to prove its point in the customer experience journey. But worry not, in this webinar we will dive deeper into the world of experience design, highlight how to put data to work and how to drive tangible outcomes in the design process.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
A sample Digital Strategy Presentation for a hospital. Message me if you want a copy.
The presentation includes:
The Process
The Brief: Recap the discovery
Insights: Cultural, Product and Consumer Truth
The Strategy
Key Idea
Executions
Campaign Architecture
Campaign Elements
KPIs
Budget
Timing / Next Steps
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Introduction to Digital Marketing | #IntroToDigital +22 Free Tools insideNicolas J. Chevalier
INTRO TO DIGITAL - In this presentation, you will find an introduction to digital marketing / online marketing. Through SEM, Display, Content Marketing, E-CRM, Digital communication, discover 22 free tools to do your own analysis.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Perspectives 2013 is a collection of Reactive's viewpoints from our offices around the world. Download the PDF version from http://www.reactive.com/perspectives-2013.html
The authors live and work in New York, London, Melbourne, Sydney and Auckland.
In this edition of The SoDA Report, we explore the concept of value. We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems? We dive into all of these questions throughout the editorial sections and via our annual Digital Marketing Outlook (DMO) research study.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) will be accessible via the free tablet app coming soon.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Adobe
This monthly series by IQ, presented to you by CMO.com by Adobe, is an executive guide for brands ready to usher their marketing into the digital age. It will outline what companies need to master in order to superserve the all-powerful modern consumer.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb and Senior Researcher Jessica Groopman defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.
What's Next: Using Data to Create Impactful ExperiencesOgilvy Consulting
Do you understand data brings value to your business? Many marketers still struggle to prove its point in the customer experience journey. But worry not, in this webinar we will dive deeper into the world of experience design, highlight how to put data to work and how to drive tangible outcomes in the design process.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
A sample Digital Strategy Presentation for a hospital. Message me if you want a copy.
The presentation includes:
The Process
The Brief: Recap the discovery
Insights: Cultural, Product and Consumer Truth
The Strategy
Key Idea
Executions
Campaign Architecture
Campaign Elements
KPIs
Budget
Timing / Next Steps
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Introduction to Digital Marketing | #IntroToDigital +22 Free Tools insideNicolas J. Chevalier
INTRO TO DIGITAL - In this presentation, you will find an introduction to digital marketing / online marketing. Through SEM, Display, Content Marketing, E-CRM, Digital communication, discover 22 free tools to do your own analysis.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Intro to Digital Marketing - ClickZ Live Hong Kong 2014MWI Hong Kong
Slides from Joshua Steimle's presentation at ClickZ Live Hong Kong on digital marketing fundamentals. A high level view of SEO, social media, and online PR. Includes case studies and actionable tips based on Steimle's experience as a writer for Forbes and other publications.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
Advertising has been around since the 1860s, but the digital explosion in the last few years means everything we know has to change, right? No. Also, yes. Mike Osswald, VP for Experience Innovation, kicks off the Digital Summit by refashioning 4 basic marketing principles for the digital age.
www.hansoninc.com/summit
Digital marketing master class session IIKenny Soto
This is the second session of a series of marketing workshops that teach small business owners how to survive the 2017 marketplace. Facilitated by SCORE NYC.
Digital marketing master class session 1Kenny Soto
The first of 5 masterclass sessions I presented alongside Maurice Bretzfield. We teach small business owners how to leverage the new digital landscape to grow their businesses.
How To Forecast Fashion Trends with Social MediaMAGIC Trade Show
How fashion designers and fashion designers can use social media to forecast trends for free. Websites, fashion bloggers and websites that have consumer fashion trends.
Explore E-Brochure of Digital Gurukul -
We provide 36 Modules of Intense Classroom and Practical Training in Digital Marketing.
About Digital Gurukul - Digital Gurukul Award winning Central India's 1st Complete Digital Marketing Training Institute in Indore with 2450+ students trained with lifetime support.
Visit - www.digitalgurukul.in
Call - 9584831230/9022888883 for FREE Counselling/Guidance
In this new report, Engauge executives share their perspectives on the most important challenges and opportunities facing the advertising industry, revealing thought-provoking ideas about what it takes to truly engage consumers in today’s culture.
Emerging technology insights include evaluations of the most important platforms for digital marketing and what to expect from interactive TV, as well as key takeaways from the retail industry on managing convergence.
The report also features critical perspectives on important issues in contemporary culture, including privacy concerns in the social media ecosystem, and the radical reorientation of the relationship between brands and consumers.
The rise of new digital technologies
is one of the most exhilarating challenges facing
companies today. No sector or organization
is immune from the digital phenomenon,
which dictates its own pace and presence in
the management agenda. The question is no
longer when companies need to make digital
a strategic priority – this tipping point is past
– but how to embrace it and turn it to competitive
advantage.
How to segment customers quickly and effectively to improve products. Presentation given by Dutta Satadip of Market Tools and Brent Harrison of SmokeJumper Strategy at Silicon Valley PCamp10, Mar-12 2010 at Yahoo!.
Taking Community Management and Customer Engagement to a whole new levelFabio De Bernardi
Event: IBB International Next Generation Social Media Summit. Amsterdam, 19-20 May 2011.
Using Orange and Accor as case studies this presentation illustrates successful community management and customer engagement examples using social media.
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
Valtech - Introducing Agile Marketing
@Jump 2013 NYC conference
Joacim M. Jeppesen
Director, Business Development & Digital Innovation, New York City
joacim.jeppesen@valtech.com
As businesses increasingly look to mobile as a key element of their business model rather than simply another marketing channel, we examine the response of CMOs worldwide to the challenges and opportunities that mobile represents.
http://www.tnsglobal.com/mobilelife
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
Similar to Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook (18)
SoDA partnered with Unanet to explore business performance
measurement within agencies, production companies and design studios. We assessed the relative breadth, sophistication and transparency of measurement practices and compared several important benchmarks for 2019 business performance.
The Global Digital Outlook Study is an annual survey of spending trends, adoption of emerging technology, perspectives on the digital landscape and evolving priorities for agency leaders and brand marketers. Now in it’s sixth year, this study is a collaboration between SoDA and Forrester Research.
The importance of what to measure, how to measure, and translating those results are critical to every agency’s bottom line. Within this special edition of The SoDA Report, marketing and business leaders discuss creative opportunities for business performance measurement. They grapple with topics such as transparency, budget tracking, promoting and maintaining healthy levels of team and client satisfaction, benchmarking data, and much more. Authors from Stink Studios, August, Viget and 10,000ft share real-life examples of challenges, modifications, successes and tools to continue the conversation of agency metrics that matter.
For the full Report library, visit www.sodareporton.com.
The Global Digital Outlook Study from Forrester and SoDA collects data on spending trends, the adoption of emerging technology, perspectives on the future of digital and evolving priorities of both brand marketers and agency leaders.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
For the full 2016 SoDA Report, Vol. 1, please visit www.sodareport.com.
*Please note that certain anchor links will only work if the publication is downloaded locally.
This edition of The SoDA Report On… explores project management challenges and successes that agencies are facing in 2016 and how best practices can help with margin predictions, managing client expectations, nurturing the agency’s creative team, and much more. This Report includes original articles by the industry’s finest minds.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
2. foreword By: Angele Beausoleil
DMO Editor-in-Chief
VP Strategy and Innovation, Dare
SoDA’s 2011 Digital Marketing Outlook report embraces intersections,
from where marketing meets technology to how CMOs and agencies
are ushering in the era of integrated marketing communications.
This year’s report is a collection of insights and story and knowledge sharing from agency, marketing, and academic
thought leaders from around the globe. We hope it will inspire you, validate your thinking, and fuel action.
Across six sections, our editors offer up key insights, visuals, and case studies with wow factor, designed to
make you a rockstar at your next management presentation. Our interview-style “SoDA Chats” explore why
brands can’t keep their promise, and how to observe humans in their natural, albeit virtual, habitats. And we
look at why courage and innovation are required to transform a city.
What’s on the CMO mind and in their budgets for 2011? From our extensive Digital Marketing Outlook (DMO)
Survey conducted by our research partner AnswerLab, we find digital marketing at the crossroads of today’s
consumers and brands. In an ironic twist, senior marketing executives now turn to the web to find information
about trends, their consumers, and even their own brands.
Radically transformed by technology, today’s consumer has a voracious appetite for information. Our Digital
Consumer section shows the benefits of listening to and engaging online audiences and understanding their
comfort with digital intimacy. We also revisit Marshall McLuhan’s prophetic prose and provide a job description
for the digital CMO.
Google TV is among the game changers redefining brand experiences. Our Modern Brand section explores
what we can learn from agile development processes and what the new agency model really looks like. We
discuss why sharing is key to the modern brand and how experiential marketing is driven by art and story.
The Emerging Technology & Trends section provides an insider’s view of how close we are to a Minority Report
world, where wearable digital technology is not just a fashion trend, and where location-based social networks
(LoSos) intersect our physical and virtual identities. We make the argument that 2011 is the year for mobile
and that Google Instant is the answer to SEO.
As the Social Media Revolution unfolds, there are winners and losers. Mashing up peer-based marketing with
games is a killer combo, but Twitter and Foursquare are headed for the virtual graveyard (alongside eBay). We
also explore how the Internet imitates real life and why rewards are vital, and we’ve thrown in a few valuable
tips on marketing in Facebook.
Travel with us to Japan, China, Brazil—and back to North America—in our Innovation, Culture & Courage
section. We make the case for embracing failure and investing in data visualization, while preparing you to
become the ideal client of the future. And we look at how one courageous city’s decision to ban advertising
has paid off in increased prosperity.
Enjoy!
2
3. contents
Foreword 2
by Angele Beausoleil, DMO Editor-in Chief and DMO Section Editor;
VP Strategy and Innovation, Dare
DMO Team & Guest Contributors 7
DMO Advisory Board 10
1
Digital Marketing Outlook Survey 14
Digital Marketing
Outlook Survey DMO Key Findings 20
Contains Tables/Charts, Analysis of Survey Results, and Participant Quotes
DMO Detailed Findings 42
Contains Tables/Charts and Detailed Analysis of Survey Results
2
Digital in the Physical World of Retail 71
by Guthrie Dolin, DMO Section Editor; Principal,
Digital Consumer Director of Strategy, Odopod
Pervasive Customer Experience and How Digitally 74
Focused CMOs Are Leading Our Revolution
by Justin Wilden, Solutions Director, IE Media
An Evolution in Car Sales: How Online Configuration 78
Technology May Change the Face of Dealerships as
We Know Them
by DJ Edgerton, CEO, Zemoga
Designing Digital Intimacy 80
by Dr. Daniel Coffeen, Brand and Digital Strategist
Digital Consumers Aren’t Just Regular Consumers 83
with Keyboards
by Brian Chiger, Digital Strategist, AgencyNet
Case Study: General Pants Co. Online Store 85
and Campaigns
by Stephen Foxworthy, Strategy Director, Reactive
SoDA Chat with Robert Kozinets, Professor of Marketing 87
at York University’s Schulich School of Business in Toronto, Canada
4. 3
Brands @ Play: Mastering the Art & Science of 92
Engagement Design
Modern Brand by Sean MacPhedran, DMO Section Editor; Director, Creative Strategy,
Fuel Industries
Not Your Brand, Theirs! 95
by Andy Williams, Strategist, Resn
The Revolution Will Be Televised: Google TV, the Death of 97
Digital as We Know It, and the Rebirth of the Big Idea
by Joshua Baze, Director, Insights & Planning, Colossal Squid Industries and
Matt Ballek, Digital Strategist/Optimization Specialist, Colossal Squid Industries
Do You Really Need a Digital Agency? 101
by Tony Quin, CEO and Founder, IQ
Why Modern Brands Need Artful Content Strategy to 103
Thrive Online
by Ami Walsh, Senior Content Strategist, Enlighten
The Future of Online Retail 105
by Stephen Foxworthy, Strategy Director, Reactive
Case Study: Smoking Not Our Future’s—Kanvas 107
by Andy Williams, Strategist, Resn
Case Study: El Tiempo Celebrates Its Past by Embracing 109
the Future
by Alejandro Gomez, President, Zemoga
SoDA Chat with Dr. Ginger Grant, Managing Partner of Creativity in 111
Business Canada Inc. and Adjunct Professor—Innovation at Mount Royal University
4
From Owned Media to Earned Media: Working with 117
the Crowd
Social Media by Sara Williams, DMO Section Editor; Head of Content, Made by Many
The Next Big Trend in Social Media Is Social Rewards 119
by Jennifer Van Grove, Social Media Reporter, Mashable
Why Twitter and Foursquare Are Dying 121
by Andreas Roell, Chairman and CEO, Geary Group
Pulling the Trigger to Purchase: Insights on Marketing 123
to Avid Gamers
by Ken Martin, Chief Creative Officer, BLITZ
Online and Offline, It’s All Real-Life Communication 127
by Irina Sheveleva, Editor, Grape
Focusing Your Facebook Strategy: 10 Tips Toward 129
Better Status Updates
by Victor Piñeiro, Strategist, Big Spaceship
Case Study: Thierry Mugler/Starvibes 132
by Benjamin Laugel, CEO/Creative Director, Soleil Noir
Case Study: Emma Watson Digital Strategy 134
by Rob Salmon, Director of Communications, Great Fridays
Case Study: GuitarHero.com: Global Franchise Hub 136
and Community
by Ken Martin, Chief Creative Officer, BLITZ
5. Case Study: Chrome Fastball—Race Across the Internet 138
by Petter Westlund, Creative Director, B-Reel
Case Study: SAP Friend Network Optimizer 140
by Sandhya Suryam, Client Partner, Dare
Case Study: It Isn’t Lonely at the Top: What the Most 142
“Liked” Brands Are Doing on Facebook
by Victor Piñeiro, Strategist, Big Spaceship
5
Next Generation Mobile Applications 147
Emerging Technology by Charles Duncan Jr., DMO Section Editor; Director of Technology, IQ
& Trends Mobile Is a New Medium, Not Just an Extension of 149
Your Website
by Brian Jeremy, Director of Technology, Exopolis
Local, Social, and Brand Transcendence 151
by Richard Cruz, Digital Strategist, AgencyNet
Mobile Apps for the B2B Marketer: It’s Not Just Fun and Games 153
by Kirsten Corbell, Account Director, Strategy & Planning Group, Fullhouse Interactive
Wearable Digital Signage—The Modern Day Sandwich Board 155
by Jim Vaughn, Digital Strategy and Partner Development Manager,
Fullhouse Interactive
The Marketing Implications of Google Instant 157
by Geary Interactive
How Lean and Agile Processes Can Deliver Killer Results 159
by Stuart Eccles, Founding Partner, Made by Many
Mobile “Super App” Experiences: From Brand Extension 161
to Engaging Customers
by Tyler Lessard, Vice President, Global Alliances and Developer Relations,
Research in Motion (RIM)
Case Study: The Wilderness Downtown 164
by Nicole Muniz, Producer, B-Reel
Case Study: SoBe Reskin Yourself 166
by Anna Edwards, Associate Copywriter, Firstborn
Case Study: DonQ Rum 168
by Guthrie Dolin, DMO Section Editor; Principal, Director of Strategy, Odopod
6
Innovate or Perish 172
Innovation, Culture by Angele Beausoleil, DMO Editor-in-Chief and DMO Section Editor;
& Courage VP Strategy and Innovation, Dare
China: An Exploration of Digital Diversity 174
by Mark St. Andrew, Editor, Cream
Seeing Rich Visualization through the Data Forest 176
by Alejandro Gomez, President, Zemoga
Client of the Future: In Six Easy Lessons 178
by Andre Matarazzo, CCO, Gringo
Adopting the Kaizen Approach to Marketing 182
by Stephen Foxworthy, Strategy Director, Reactive
Innovation from the Inside Out 184
by Dave Snyder, Associate Creative Director, Firstborn
Case Study: Shrek 4 Happy Meal 187
by Glenn Bakie, Director, Client Services, Fuel Industries
6. Case Study: The Pepsi Refresh Project 189
by Kate Watts, Group Engagement Director, HUGE
SoDA Chat with Marc Gobé, President, Emotional Branding LLC 191
Closing
Digital Manifest Destiny; The Time for Building 193
a New Marketing Infrastructure Is Here
by Chad Ciesil, DMO Chairperson, SoDA Board of Directors; CEO, Gravity Federation
Sponsors 195
The Society of Digital Agencies 198
SoDA Memebership 2011 199
7. DMO Team
& guest contributors
DMO/Content Development
Chad Ciesil
DMO Chairperson, SoDA Board of Directors; CEO, Gravity Federation
As founder of Gravity Federation, Chad (@chadciesil) leads an alliance of creators from a range
of disciplines to fundamentally realign clients’ infrastructures, communication channels, content
and brand relationships to navigate the new frontier after the digital revolution.
Prior to Gravity Federation, Chad spent seven years at Whittmanhart serving as president and a
leader in strategy, marketing and client services to build the agency’s national reputation as well
as drive significant growth across multiple offices. Through forums like SoDA, Chad has had
great fun being a speaker, writer and contributor to the national dialogue around the marketing
revolution driven by digital.
Currently, he resides in Charlottesville, Virginia, with his wife, son and two dogs who resist the
pull of gravity on a daily basis.
Angele Beausoleil
DMO Editor-in-Chief and DMO Section Editor Innovation, Culture & Courage;
VP Strategy and Innovation, Dare
Angele Beausoleil is a graduate of Canada’s first multimedia degree program from Ryerson
University and a self-described “tradigital” marketer. A multi-award-winning designer, marketer,
and entrepreneur, Angele wrote a design blog, developed the world’s first Internet hockey
pool, worked with Disney Interactive on preschool products, and launched an animated
mobile series in Japan—all before the dawn of the new millennium. She has the pleasure of
working with clients like McDonald’s, Gap Inc., Best Buy/Future Shop, SAP Business Objects,
Bell, Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games
(VANOC), and Sony Ericsson.
7
8. Guthrie Dolin
DMO Digital Consumer Section Editor; Principal, Director of Strategy, Odopod
Guthrie Dolin (@gee3) is a seasoned creative executive, an entrepreneur, and a connector
of dots. He has founded two award-winning agencies and partnered to launch numerous
enterprises. Currently, Guthrie is a Principal, and Director of Brand and Strategy at Odopod,
a full-service digital agency that develops innovative experiences for top consumer brands.
Sean MacPhedran
DMO Modern Brand Section Editor; Director, Creative Strategy, Fuel Industries
Sean MacPhedran is Director of Creative Strategy at Fuel Industries, and he has created
engagement programs for brands including MTV, Entourage, Family Guy, Microsoft, and
McDonald’s. Prior to Fuel, Sean lived in a motel in the Mojave Desert, launching people into space.
Sara Williams
DMO Social Media Section Editor; Head of Content, Made by Many
A lover of words and a teller of stories, Sara Williams worked as a journalist, copywriter, and
blogger before joining Made by Many to help develop the agency’s content offering. Sara
writes a lot about international issues and the social development/social media crossover: how
emerging technologies and corresponding cultural shifts can create lasting social change.
Charles Duncan Jr.
DMO Emerging Technology & Trends Section Editor; Director of Technology, IQ
As Director of Technology, Charles Duncan, Jr. (@sirchauncy) leads the strategic direction of
IQ’s Development and Analytics services. Charles has over 13 years of experience leading the
development of award-winning work across the globe for brands such as Nike, Xbox, and Gap.
His passion with the intersection between technology and creativity has resulted in innovative
experiences across mobile, desktop, and digital signage. As a thought-leader, Charles has
spoken at industry conferences such as Adobe Max and Microsoft Mix.
Guest Contributors
Dr. Daniel Coffeen
Brand and Digital Strategist
Daniel Coffeen has a PhD in Rhetoric from UC Berkeley. He served as adjunct faculty at
UC Berkeley and the San Francisco Art Institute for over 10 years teaching courses in critical theory.
He has written extensively about the relationship between new media and cinema, and he blogs
about brand and digital issues. In addition, Daniel was a founder of the multi-award-winning
ArtandCulture.com. He works as a brand and digital strategist in San Francisco.
Robert Kozinets
Professor of Marketing at York University
Robert Kozinets is a Professor of Marketing at York University’s Schulich School of Business in
Toronto, Canada. In the past, Robert was faculty at Northwestern University’s Kellogg School of
Management and the University of Wisconsin-Madison’s School of Business. An anthropologist
by training, Robert also has extensive consulting experience.
8
9. Dr. Ginger Grant
Managing Partner of Creativity in Business Canada Inc.
and Adjunct Professor—Innovation at Mount Royal University
Ginger Grant is the Managing Partner of Creativity in Business Canada Inc. and an Adjunct
Professor—Innovation at Mount Royal University. She is the only Canadian in the teacher/trainer
group for the famed Stanford Business School “Creativity in Business” program. Author of
Re-Visioning the Way We Work, her latest book Finding Your Creative Core was published in
April 2009.
Jennifer Van Grove
Social Media Reporter, Mashable
Jennifer Van Grove is a Social Media Reporter with Mashable. She covers web news, start-ups,
industry trends, and she writes about the implications of social sites for users and businesses.
Jennifer has been featured in the San Diego Union Tribune and San Diego Magazine,
participated as a guest expert on news programs such as BBC America and CNN Live, and
is frequently quoted by local and national media outlets for tech-related news stories.
Mark St. Andrew
Editor, Cream
Mark St. Andrew is the Editor and Curator of Cream (www.creamglobal.com), an online
marketing resource that houses the best examples of marcomms innovation across different
media channels around the world.
Marc Gobé
President, Emotional Branding LLC
Designer, photographer, filmmaker, respected author, and sought-after public speaker,
Marc Gobé focuses on connecting brands emotionally with people in a positive way.
As President of Emotional Branding LLC, an experimental think tank, Marc and his daughter
Gwenaelle Gobé, Creative Director, offer insight into the trends that move.
Research Partner Design Agency
answerlab.com struckaxiom.com
Production SoDA Staff
Steve Wages, Executive Director
Paul Lewis, Director of Operations
Kendyll Picard, Communications Coordinator
societyofdigitalagencies.org Natalie Certo, Marketing Liaison
9
10. DMO Advisory Board
It is an honor to have such a distinguished group as part of this
year’s report. We thank them for their valuable contributions,
support, and insights.
DMO Advisory Board Members
Ann Lewnes
Senior Vice President, Global Marketing
Adobe Systems Incorporated
Jeff Jarrett
Global Director, Digital Marketing
Kimberly-Clark
Jim Mollica
Vice President, Digital Marketing and Creative
MTVN, Kids and Family
Kelly Semrau
Senior Vice President, Global Corporate Affairs, Communications and Sustainability
S.C. Johnson & Son
Victor Mehren
Senior Marketing Director
Wm Wrigley Jr. Company
Patrice Dermody
Vice President, Media, Digital and Social Networking
Sears Holdings Corporation
Jon Vanhala
Senior Vice President, Digital & New Business Development
Island Def Jam Music Group
Scott McLaren
Global Digital Marketing, CRM and Web Operations
General Motors
10
11. Bios
DMO Advisory Board
Ann Lewnes
Senior Vice President, Global Marketing
Adobe Systems Incorporated
As Senior Vice President of Global Marketing, Ann Lewnes is responsible for
Adobe’s corporate brand and integrated marketing efforts worldwide. She drives
the company’s corporate positioning, branding and identity, public relations, marketing
campaigns, field marketing, and education segment marketing to ensure strong
connections with customers and constituents. Prior to joining Adobe in November
2006, Ann served as Vice President of Sales and Marketing at Intel Corporation.
Ann holds a bachelor’s degree in international relations and journalism from
Lehigh University. She serves on the boards of the Advertising Council and the
Adobe Foundation.
Adobe revolutionizes how the world engages with ideas and information—anytime,
anywhere, and through any medium. For more information, visit www.adobe.com.
Jeff Jarrett
Global Director, Digital Marketing
Kimberly-Clark
As Global Director of Digital Marketing for Kimberly-Clark, Jeff Jarrett oversees the Digital
Center of Excellence, responsible for driving digital strategy, thought leadership, and best
practices across the enterprise. In his role, Jeff works closely with Kimberly-Clark brands
and business units globally to drive mission critical digital initiatives and create best-in-class
commercial programs.
Known for his expertise in digital marketing, CRM, and strategic planning, Jeff brings
20 years of experience building brands and customer relationships for some of the most
successful companies in the world. His work experience includes leadership roles at
several large agency networks in North America and Europe including Sapient Interactive,
Grey, Leo Burnett, and Euro, where he led the digital and integrated marketing practice.
11
12. Jim Mollica
Vice President, Digital Marketing and Creative
MTVN, Kids and Family
Jim Mollica serves as Vice President of Digital Marketing and Creative for MTV Networks
Kids and Family Group where his responsibilities include extending Nickelodeon’s
entertainment experiences to all digital platforms and creating innovative interactions
for the company and its advertisers.
Prior to his work at MTVN, Jim was the Global Director of New Media for the Walt Disney
Company. He has held a variety of marketing and advertising management positions
with Nissan North America/Infiniti and Internet start-ups. In addition to his client-side
work, Jim has managed agency relationships with AOL, Heinz, and PNC.
Kelly Semrau
Senior Vice President, Global Corporate Affairs, Communication and Sustainability
S.C. Johnson & Son
Kelly Semrau is Senior Vice President of Global Corporate Affairs, Communication and
Sustainability for SC Johnson, bringing to the role more than 20 years of experience.
Kelly leads all global corporate affairs for the company including public affairs, media
relations, government relations, community leadership and philanthropy, sustainability,
and NGO engagement.
In addition, Kelly also served as Director of Public Affairs and Press Secretary to the
U.S. Secretary of Agriculture during President George H. Bush’s administration, as
well as Director of Public Affairs and Press Secretary to the U.S. Trade Representative
during President Ronald Reagan’s administration. She was also Press Secretary to
Congressman Joe McDade of Pennsylvania. Kelly earned her bachelor’s degree in
journalism from Bradley University.
Victor Mehren
Senior Marketing Director
Wm Wrigley Jr. Company
As a Senior Marketing Director at Wrigley, Victor Mehren oversees all aspects of
marketing on the Orbit, Eclipse, Juicy Fruit, Doublemint, and Big Red Brands. He has
also held various consumer marketing and sales leadership positions during his
nine years at Wrigley including overseeing the launch of the 5 Brand and Director of
National Customer Marketing.
Prior to joining Wrigley, Victor had over nine years of CPG experience at Imagicast, Inc.,
PowerBar, and E&J Gallo in sales and marketing positions. He has an MBA from the
University of Chicago Booth School of Business and a BS from Eastern Illinois University.
12
13. Patrice (Pat) Dermody
Vice President, Media Digital and Social Networking
Sears Holdings Corporation
Having begun her career at DDB Worldwide, Pat Dermody worked her way up
through the traditional media track working on beverages, packaged goods, and
quick service restaurants. Pat spent time in New York doing program development
and global syndication working for clients such as Xerox, and then she shifted to
account management running the Hasbro business.
After a short while at the Leo Burnett Company, Pat brought both her expertise and
passion to Sears Holdings. Having successfully made the transition from agency
to client, as Vice President of Media, Digital and Social Networking, Pat pushes her
agencies to do their best work, and she tries hard to make sure that the best people
always want to work on her business.
Jon Vanhala
Senior Vice President, Digital & New Business Development
Island Def Jam Music Group
Jon Vanhala is Senior Vice President of Digital and New Business Development at
Island Def Jam Music Group (IDJ) directing all digital strategy, e-commerce, digital
marketing, and new business initiatives. IDJ is one of the world’s largest record
companies with a rich and diverse roster of artists that spans from Kanye West,
Justin Bieber, and Rihanna to Bon Jovi, The Killers, Mariah Carey, and many others.
IDJ is a wholly owned business unit of Universal Music Group (UMG).
A former working musician, songwriter, and bandleader, Jon attended Columbia
College in Chicago for Arts Entertainment Media Management and Millikin University
in Decatur for Music Performance. He served on the Advisory Board of the IAJE
(International Association For Jazz Education) from 1997 to 2006, is active in arts
education, and is on the Advisory Board of Blue Haze, a San Francisco-based app
development shop.
Scott McLaren
Global Digital Marketing, CRM and Web Operations
General Motors
Scott McLaren is a graduate from The University of Michigan. He began his career with
General Motors in 1988 and has spent the majority of his career with Saturn where he
developed a passion for the customer and marketing. He believes strongly in a brand
delivering on it’s brand promise to a consumer and is a big believer in utilizing digital
marketing to do so. He has a passion for measurable media and the convergence taking
place within current marketing and advertising. He has served in several roles within
Saturn and GM including vehicle launch roles, traditional advertising roles, media roles
and digital marketing. His current role is Director of Global Digital Marketing, CRM and
Web Operations, General Motors.
13
16. introduction
ABOUT SODA AND ANSWERLAB COLLABORATION ON THE 2011 DMO
The Society of Digital Agencies (SoDA) selected AnswerLab to be its trusted research
partner to deliver insights from the hundreds of brand marketers, agencies, and
technologists surveyed for the 2011 Digital Marketing Outlook (DMO). SoDA required
a third-party firm known for research integrity, deep experience with executive-level
surveys, and rigorous reporting practices. The SoDA and AnswerLab teams
collaborated closely to craft a questionnaire that would shed light on digital marketers’
priorities for 2011. SoDA provided access to executives from major global brands,
representatives from traditional and digital agencies, and digital vendors and service
providers who participated in the survey. AnswerLab executed the survey online and
delivered all of the research findings that support the 2011 DMO.
ABOUT ANSWERLAB
AnswerLab delivers customer insights that help the world’s leading brands build
outstanding digital products and services. The company focuses exclusively on user
experience research to understand what people see, do, think, and feel when using
websites, mobile applications, and other digital products. AnswerLab’s clients depend
on its recommendations about product concepts, features, design, and messaging to
create more engaging customer experiences that drive results. Global market leaders
select AnswerLab as their user experience research partner, including Amazon.com,
PayPal, Walmart, Honda, ING DIRECT, FedEx, Genentech, eBay, Salesforce.com,
ESPN, Amgen, Intuit, and Harley Davidson. For more information about AnswerLab,
please visit www.answerlab.com.
ABOUT THE 2011 DIGITAL MARKETING OUTLOOK SURVEY
AnswerLab conducted an online survey among 667 participants representing 199
brand marketers, 235 agency representatives, and 233 technologists and other roles
in the digital space. Survey participants were recruited from an online business panel
and through SoDA outreach to its member agencies, partners, blogs, promotions, and
other media. The survey was conducted from late August through mid-October 2010.
16
17. Respondents
Respondent Overview
Organization Type
3%
9%
Which of the following best describes
the organization you work for? 10%
35%
Respondents were split roughly evenly between
12%
the three target groups: agencies, brand
marketers, and technologists/other roles.
15
%
%
15
Organization Type (n=667)
35% Advertising agency 10% Other
15% B2C brand marketing 9% Freelance or consultant
15% B2B brand marketing 3% Digital publisher
12% Vendor/service provider
3%
3%
9%
9%
Respondent Overview
10% 0
1 % 35%5%
3
Brand Marketers3% 12%2%
1
11%
16
15
15
%
%
%
Which of the following best describes your organization’s 2marketing efforts?
6%
%
18
%
15
15
Which of the following best describes your title?
17% 7%
- Two-thirds of brand marketer respondents had titles in the range of CMO to director.
1
- Brand marketer respondents come from companies with9an average marketing budget of more than $800k.
% 7% 1
5%
9%
10%
6%
9%
3% 3%
11%
16 16
11%
%
%
% % % %
18
18
26 26
17% 7%7% 9%9%
17%
19 19
% % 7%7% 14 14
% %
5% 5%
9%
9%
10%
10%
6%
9%
6%
9%
Title (n=199) 28
Marketing Budget (n=199)
%
26% C-level executive 6% Director of marketing 18% Less than $100,000 7% $3,000,001 - $5M
19% Manager of marketing 5% Director of channel 9% $101,000 - $250,000 43%
7% $5,000,001 - $7.5M
services and operations 3% Individual contributor 14% $250,001 - $750,000 16% $7,500,001 - $1B
19% VP of marketing 1% Manager of market research 9% $750,001 - $1.5M 2% More than $1B
11% Other 9% $1,500,001 - $3M
10% VP of channel
%
28
17 2
28%8%
43% %
43
18. Respondents
Brand Marketers
Type Of Marketing 3% 3%
11%
11%
16 16
%
%
% % % %
18
18
26 26
Which of the following ranges includes your 7% 28%
7% 9%9%
17%
17%
organization’s annual budget for marketing activities
19 19 43%
(in US dollars)? % % 7%7% 14 14
% %
5% 5%
9%
9%
10%
10%
6%
6%
9%
9%
While the largest portion of brand marketer
%
respondents market a mix of products and
28
services, more than one-quarter market only
products or only services.
Type of Marketing (n=199)
43% We market a mix of products and services
28% We primarily market products
28% We primarily market services
1% Other
28%8%
2
43% %
43
Agencies
3%
7%
%
16
6%
%
%
17
Type of Agency and Annual Revenue
%
28
28
Which of the following best describes21%type of advertising agency that you work for?
the 63 23%
Which of the following ranges includes your organization’s %
annual revenues (in US dollars)?
17%
3%
3%
7%
7%
%
%
16
16
6% 6%
17
17
%
%
21%
21%
63 63 23% %
23 26%6%
2
% %
17%
17%
5%
6%
Type of Agency (n=235) 11%
Annual Revenue (n=235)
63% Digital or interactive agency 17% Less than $1M 6% $100M - $499.9M
21% Traditional agency 26% $1M - $4,999,999 3% $500M - $1B
16% Other
5%
17% $5M - $9,999,999 63%
1% More than $1B
23% $10M 1 $99.9M
- 7% I’m not sure
5% 6%
5%
6%
18 11%1%
1
19. Respondents
Global Business Reach
By Continent
5%
6%
From which continent do the majority of your business 11%
revenues come?
While nearly two-thirds (63%) of respondents’ 15% 63%
businesses focus on North America, 6% have
revenues coming from multiple continents.
Revenue Location
63% North America 6% Global*
15% Europe 5% South America
11% Asia-Pacific 1% Africa
*Less than half of our revenues come from any one continent.
Global Business Reach
By Segment
From which continent do the majority of your business revenues come?
%
54
Brand Marketers Agencies Technologists/Other
Revenue Location (n=199) (n=235) (n=233)
North America 66% 15%
60% 62%
Europe 12% 15% 18%
Asia-Pacific 9% 4% 13% 12%
26%
South America 2% 9% 2%
Africa 1% 1% 1%
Global* 11% 3% 5%
*Less than half of our revenues come from any one continent.
30
%
46%
19 3%
%
21
21. 6%
11%
DMO Key Findings
% 6
Marketers Plan to Increase Digital Work
15 3%
Plans for Digital Projects: 2011
Compared to 2010 are you projecting an increase or decrease in the amount of digital projects your
organization will undertake in 2011?
- In total, 80% of marketers plan to increase the volume of digital projects in 2011.
- Only 5% are planning a decrease in their digital work in the next year.
%
54
15%
4%
26%
Plans for Digital Projects: 2011
54% Slight increase 4% Slight decrease
26% Significant increase 1% Significant decrease
15% Same amount
“Nearly every metric we use to measure online behavior—things like time spent online, money spent online, etc.—is projected
30
to grow at a tremendous rate. And as more people take their traditionally PC-bound experiences mobile via smartphones and
%
tablets, these numbers will grow even faster. “Digital” is where the eyeballs and the money are headed. Adobe made a right-
hand turn decision several years ago to double-down on digital. Nearly 75% of our marketing is now digital.”
– Ann Lewnes, Senior Vice President, Global Marketing Adobe Systems Incorporated
46%
3%
“If built and used correctly a sound digital strategy allows a marketer to “fish where the fish are”—it is truly the only medium that
allows one to map marketing to consumer behavior in a measurable way. It can constantly be tested and refined all the time.
%
If used and monitored for efficiencies in targeting, digital production, etc. a digital strategy/work should increase year over year
21
in double-digit percentages with no incremental investment.”
– Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors
21
22. DMO Key Findings
Consumer Behavior Drives
Changing Investment
What is the primary reason that your marketing investments are changing? (select all that apply)
Reasons for Brand Marketers Agencies Technologists/Other
Changing Investment
Changing consumer behavior 57% 77%
77% 64%
64%
Competitive forces 29% 29% 28%
Organizational efficiencies 24% 20% 25%
Top-down directive 17% 9% 12%
None of the above* 6% 6% 10%
Other 2% 5% 4%
I’m not sure 1% 3% 5%
*Our marketing investments are not changing.
“Considering the overwhelming data that supports consumers engaging with brands more than ever through digital
touchpoints, it is very surprising to see 69% of marketers suggesting a similar or small increase to their digital marketing efforts.
Does this reflect the need to further validate spending through better digital ROI models, media buying agency influence or
simply disinterest or fear of changing their own marketing planning habits?
I certainly hope it’s a desire to explore new ROI models—the ones that truly match communication program and/or marketing
campaign objectives to outcomes. If it’s media agency influence or fear of change, we as digital and integrated agencies must
continue to invest heavily in educating our clients on more effective strategies to reach and engage their consumers.”
– Angele Beausoleil, DMO Editor-in-Chief, VP Strategy and Innovation, Dare
22
24. DMO Key Findings
Digital Investment Plans Trend toward
Creating Experiences
In which of the following, if any, does your organization plan to invest in 2011? (select all that apply)
- Marketers plan to invest resources in, on average, 5.5 digital technologies/tools in 2011.
- Top areas include social networks/applications, brand experiences, and digital
infrastructure—blogger outreach and games are lower priorities.
Planned Investments Brand Marketers Agencies Technologists/Other
in Digital
Social networks/applications 69% 77% 76%
Digital brand experiences 67% 71% 58%
Digital Infrastructure 70% 61% 64%
Mobile 51% 70% 56%
Search optimization 60% 59% 57%
Email marketing 70% 47% 60%
Digital advertising 61% 56% 52%
Viral/social media campaigns 43% 52% 46%
Blogger outreach 35% 44% 40%
Games 18% 35% 26%
Other 2% 4% 6%
None of the above 2% 3% 3%
“As the pace of digital change continues to increase, digital infrastructure in all forms (IT, organizational structure, culture,
process, talent, etc) will become even more critical. It will either provide a path to or barrier from opportunity in the days to come.
For those not looking at infrastructure holistically today, those barriers will grow and the opportunity to leverage the other items
on this list will be limited with every day that passes. The time for real change in your marketing organization’s foundation is here.”
– Chad Ciesil, DMO Chairperson, SoDA Board of Directors; CEO, Gravity Federation
“We have made some major investments over the past years in digital infrastructure. Our company is all about digital brand
experiences so we invested in this area early. We are also seeing great returns from increased investments in email marketing
and digital advertising. Most recently, we are concentrating on building out our customer database, SEO and upgrading our
social media infrastructure. We will continue to invest in optimizing our website/e-commerce infrastructure as well as our social
networking infrastructure.”
– Ann Lewnes, Senior Vice President, Global Marketing Adobe Systems Incorporated
24
25. DMO Key Findings
“Connecting all the data together in a relevant way tells the story of the “path of the consumer.” I would also argue that because
digital is so measurable and accountable analyzing the data can many times get over complicated. It is really important to identify
the desired business objectives, the key indicators of success along the path of the consumer and measure those. Far too
often a team focuses on several different “cuts” of the data looking for insight when it should only be 5 or 6 relevant things.”
– Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors
25
27. DMO Key Findings
Marketers Focus on Own Site Still a First
Priority, but Social Is a Close Second
Which of the following digital media channels, if any, will you or your organization use in 2011? (select all that apply)
- Overall, 95% of respondents plan to use some form of social media in 2011.
Planned Investments Brand Marketers Agencies Technologists/Other
in Digital
Facebook 76% 96% 87%
Twitter 69% 89% 79%
Corporate website/microsite 80% 81% 74%
Consumer website/microsite 63% 81% 66%
Blogs 57% 75% 65%
Mobile application 46% 72% 52%
Mobile web 42% 73% 55%
Other social networking site 29% 40% 36%
Digital screen/environment 21% 44% 32%
Foursquare 17% 49% 28%
Other location-based service 9% 35% 18%
MySpace 5% 9% 6%
Orkut 3% 7% 2%
Other 4% 2% 4%
None of the above 1% 0% 0%
“Our website is still our most important digital media channel, with over 300 million unique visitors per month. Study after study
shows it is the number one place our customers consult before purchase. That’s why our digital strategy (email, display, etc.)
to date has hinged upon bringing our customers to our site. In a couple of years, more people will be using mobile devices
to access the Web than PCs. We recently optimized Adobe.com for mobile devices and are starting to experiment more with
mobile media. Social has become incredibly important to us. You need to go where people are as well as bring them to you
and so we’ve made some major investments in social media. Measuring all this has become quite challenging but we have
done some fantastic work in the past year to better understand the effectiveness of each element of our mix, using both
econometric modeling as well as customer tracking studies.”
– Ann Lewnes, Senior Vice President, Global Marketing Adobe Systems Incorporated
27
28. DMO Key Findings
“It’s really easy for marketers to get lost in the marketing world fishbowl we all live in. In our world mobile is the talk of the town.
But in the real world brands are still worrying about stuff that we consider old news, like their corporate website and getting a
page up on Facebook. Most brand executives are still trying to get buy-in for the shift to digital, let alone trying to get dollars for
mobile apps, coupons, tag readers and the like.
The truth is that a brand’s dot.com still remains a very important piece of the digital puzzle and many of those sites are just not
ready for prime-time. However, just getting the funding to move a corporate or consumer dot.com into the 21st century can
require a corporate act of congress so we have to be sensitive to their struggles. The bottom line is that brands need to get the
basics in place before they dive into all the new opportunities. Job one is developing a strategy that prioritizes which tactics in
the digital toolbox to invest in, when. It always amazes me that despite the complexity of connecting with the digital consumer
throughout the sales cycle, brands often have not done the strategy work that sets out the roadmap.”
– Tony Quin, SoDA Board Member, CEO, IQ
“Integration is critical—across channels as well as between online and offline. Just as critical is the way it is done. Assets should
be leveraged, the message needs to be the same, yet the consumer experience and objective needs to be tailored to the
particular medium. This is achieved best when online and offline are considered and detailed out in a singular creative brief
for a messaging campaign. I am also not surprised mobile applications/web rank 6th. I don’t believe a true paradigm shift has
occurred that frames mobile as an experience on any “un-tethered” device and continues to be thought of as simply cell phones
and smart phones. The same strong discipline needs to be applied to this area as is currently applied to corporate sites.”
– Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors
28
30. %
54
DMO Key Findings
15%
Marketers Plan to Increase Investment
in Unpaid/Earned Media
4%
26%
Change in Investments: Unpaid/Earned Media
How do you expect your investments to change this year in regard to unpaid/earned media?
30
%
46%
3%
%
21
Change in Investments: Unpaid/Earned Media
46% Somewhat increasing
30% Staying the same
21% Significantly increasing
3% Somewhat decreasing
1% Significantly decreasing
“Unpaid media provides real opportunities to impact how consumers experience a brand. The upside stems from the role of
the brand messenger, and its potential to drive awareness. Consumers are more likely to tune into messages from friends,
36%
family, colleagues, or social networks. Moreover, they may be more likely to trust these messengers than the brand itself.
The downside is the potential loss of control over the brand’s message and its volume. Overexposure, particularly of off-
62%
brand messages, is a risk to consider.”
– Amy Buckner, Managing Partner and Founder, AnswerLab
“Over the past few years we have experimented and learned a lot. While not everything has been a success, along the way
we have produced some hard working branded content for Orbit and Juicy Fruit that has driven consumer engagement
levels with these brands. We have learned that generating earned media comes from the right combination of strategic
clarity, consistency of brand story and highly disruptive creative. But if you can only have one, it’s always about the creative.
In other mediums, average copy can at least deliver average returns...in the digital world, the creative has to work harder to
rise above the clutter and gain traction.”
– Victor Mehren, Sr. Marketing Director, Wm Wrigley Jr. Company
30
31. DMO Key Findings
Planned Investment Changes: By Segment
How do you expect your investments to change in 2011?
- Plans to increase investment in paid digital media is consistent across respondents, though
technologists/other roles lag slightly behind agencies and brand marketers.
- While the majority of respondents plan to maintain levels of spending on paid traditional media, a
steadfast 14% of brand marketers and agencies plan increased investment.
- Agencies lead the charge toward growing investment for unpaid/earned media: 76% plan an increase.
Planned Investment: Brand Marketers Agencies Technologists/Other
Paid Digital Media
Significantly decreasing 4% 2% 3%
Somewhat decreasing 4% 3% 6%
Staying the same 34% 30% 42%
Somewhat increasing 50% 52% 41%
Significantly increasing 8% 14% 9%
Planned Investment: Brand Marketers Agencies Technologists/Other
Paid Traditional Media
Significantly decreasing 11% 8% 15%
Somewhat decreasing 32% 29% 19%
Staying the same 44% 50% 58%
Somewhat increasing 12% 12% 6%
Significantly increasing 2% 2% 1%
Planned Investment: Brand Marketers Agencies Technologists/Other
Unpaid/Earned Media
Significantly decreasing 2% 0% 1%
Somewhat decreasing 3% 1% 4%
Staying the same 34% 23% 32%
Somewhat increasing 46% 52% 41%
Significantly increasing 15% 24% 22%
31
33. DMO Key Findings
Social Media Strategy Is the HOT Skill Set
Marketers Are Hiring This Year
Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply)
Brand Marketers Agencies Technologists/Other
Headcount Growth: Hire
Social media marketing 31% 50% 34%
Website design & dev. 18% 52% 32%
Research & strategic planning 27% 42% 32%
Digital advertising creative dev. 16% 55% 29%
Social community site mgmt. 19% 49% 32%
Digital brand mgmt./measurement 24% 50% 23%
Social media monitoring 22% 39% 22%
Blog writing & editing 19% 36% 25%
Mobile application dev. 13% 37% 25%
Video production 11% 24% 14%
Website hosting & maintenance 10% 13% 11%
Other 3% 4% 3%
None of the above 2% 2% 1%
“Brands and agencies are working increasingly hard at knitting new campaigns, products and services into an already crowded
digital ecosystem. We’re seeing a lot of agencies create roles around social media and propagation. By far, the greatest
successes come when the social media role is integrated into the creative, planning and production processes. Those charged
with social media activity need to really know the thing they are promoting and the audience they are conversing with. Social
media isn’t a fix that can be developed in isolation and bolted on. It’s a process that involves finding and priming an audience
and using its needs and wants to shape a better campaign, product or service.”
– Sara Williams, DMO Section Editor, Head of Content, Made by Many
“It is critical for companies to understand the growth and development of social media and its impact on business and
consumers. As a family company committed to our consumer families we must be forward thinking and understand how
consumers function. Armed with that knowledge, marketing and communication efforts can be channeled directly to the
consumer giving them the messages and information they need.”
– Kelly M. Semrau, Senior Vice President of Global Corporate Affairs, Communication & Sustainability at SC Johnson.
33
34. DMO Key Findings
30
%
Social Media 46%
Strategy Is the HOT Skill Set
Marketers Are Hiring This Year
3%
Dedicated Social Media Resource
21
%
Does your organization have a role or resource dedicated to social media? (n=634)*
*Question triggered only for respondents who indicated that their organizations plan to use social media
tools/technologies in 2011.
36%
62%
Dedicated Social Media Resource
62% Yes
36% No
2% I’m not sure
“We view social media as vital and a highly effective channel to foster conversation with our customers, communities and
other key audiences. We use social media to both get the word out about company and product news and as an important
listening post for customer feedback and behavior. We actively cultivate and participate in the passionate social communities
which have developed around our products and brands. A dedicated social media team, along with individual Adobe
employees (from C-level executives to employees in the field) contribute to our social communities with fresh content and news
on a regular basis. According to Mashable, Adobe is one of the top 4 employers for social media professionals, something
we’re pretty proud of. Adobe leverages both “established” social networks such as Twitter and Facebook—and actively
experiments with up-and-coming social networks like Gowalla—to reach a “social universe” of more than 1.5 million members.
%
With the integration of Omniture technology, we’re also able to look beyond just social audience size—followers, friends,
54
updates and tweets—to measure the impact our social media activities have on concrete business goals including product
trials, customer sentiment and revenue. Using social media in marketing is not just a box you check to say “we did that.” It’s
a vital and valuable tool in digital marketing.”
15%
– Ann Lewnes, Senior Vice President, Global Marketing, Adobe Systems Incorporated
“Social has caused a true convergence of PR, marketing and customer messaging. The marketing aspect needs to be well
4%
thought out and objective based. The PR aspect of it has to be in house and “owned.” It is the true voice of the brand and
26%
consumer brand promise.”
– Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors
34
35. DMO Key Findings
key
finding
6
Marketers Embrace Importance
of “Engagement” Metrics over
Traditional Site Metrics
35
36. DMO Key Findings
Marketers Determine Performance Using
Several Metrics
Key Metrics for Determining Performance
Please rate the importance of the following advertising performance metrics for you (or your clients):
*Metrics reflect respondent ratings of 6 or 7 on a 1-7 scale where 7 = Extremely important.
- Brand and product awareness, leads, and web analytics—”engagement” metrics—have surpassed
traditional metrics like page views and CPM for measuring performance.
- On average, marketers rated 3.6 metrics as important for evaluating ad performance.
Key Metrics for Determining Performance from All Survey Respondents
Branding or product awareness 61%
Lead generation activity 60%
Web analytics 58%
Time on site 44%
Immediate ROI calculated from tracked sales 51%
Click-through rate 38%
Page views 34%
CPM 20%
“Marketers are becoming sophisticated analysts and are demanding more from the quantifiable metrics that the web
has offered for the past 16 years. Incorporating the rich value of qualitative data is critical to establishing and further
understanding the new Return on Engagement (ROE) model. An effective success measurement of any and all web-based
activities should combine the quantifiable data of # of unique visitors, duration, pages, etc with behaviourial data such as
most pages viewed, downloads, comments, etc.”
– Angele Beausoleil, DMO Editor-in-Chief, VP Strategy and Innovation, Dare
“We are big into measurement. We are fortunate to be able to have access to all the latest online marketing optimization
technology because of our acquisition of Omniture last year. And, boy, do we take advantage of that. One of the biggest
metrics we track and emphasize is product trials driven through Adobe.com and our other sites. We know that there’s
a significant positive correlation between product trial and product purchase on our sites. So we put quite a bit of effort
into reducing barriers to trial and driving trial-to-purchase. We are also very focused on site-to-store conversion, i.e., how
many people who come to our site actually purchase something. I’m a bit of a nut when it comes to measurement and
dashboarding. I just think it’s amazing what we can do today!”
– Ann Lewnes, Senior Vice President, Global Marketing, Adobe Systems Incorporated
“The most important site performance metrics to me are time on the site, path of consumer on the site, links in and out of the site
and conversions/sales. They truly tell the engagement or online relationship you have or have not created with the customer. It is
a measure of whether an online strategy/content/tools is delivering relevant messages and appropriate consumer interactions.”
– Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors
36
38. DMO Key Findings
For Customer Intelligence, In-House
Research Still Reigns
How do you learn about your customers’ online profiles and behavior? (select all that apply)
While marketers continue to look to in-house research for information about customers’ online profiles
and behavior, blogs are growing in influence, especially at agencies.
Sources for Customer Brand Marketers Agencies Technologists/Other
Behavior
In-house research division 52% 53% 44%
Blogs 32% 54% 45%
Industry analyst report 31% 49% 33%
Digital research company 30% 44% 36%
Digital mktg. agency partner 38% 37% 31%
Traditional research company 30% 29% 16%
Online panel 20% 26% 12%
Traditional ad agency partner 20% 19% 14%
Research community 16% 19% 11%
Other 3% 5% 8%
None of the above 8% 4% 12%
“Blogs have grown up from being a basic self-publishing tool into a critical business communications vehicle. Blogs truly
offer an open line of communication with your existing and potential customers as well as employees, and offer you 24/7
access to consumer research. Unlike other marketing communication methods (like e-newsletters, banner ads or your
corporate website), blogs allow your customers to have a voice: the comment feature allows them to learn more about your
business, ask questions, share reviews and interact with each other. They are the hard working “underdog” for building
brand ambassadors from within and outside your organization. So, what is your blog strategy for 2011?”
– Angele Beausoleil, DMO Editor-in-Chief, VP Strategy and Innovation, Dare
38
40. DMO Key Findings
Traditional Print Media and Blogs
Inform Marketers
How do you learn about emerging digital marketing technology and trends? (select all that apply)
Marketers rely on a number of sources for emerging technologies and trends for digital: industry
publications and marketing blogs are the most popular.
Sources for Emerging Brand Marketers Agencies Technologists/Other
Technologies and Trends
Industry publications 69% 83% 77%
Marketing blogs 61% 83% 76%
Marketing peers 56% 65% 64%
Conferences 58% 60% 56%
Industry analysts reports 50% 62% 56%
Digital agency partners 42% 63% 43%
Top-selling books 24% 24% 24%
Other 4% 5% 5%
None of the above 3% 0% 1%
“Marketers looking to their digital agency partners last as compared other channels is an indication of the shear amount of
emerging technologies being created as well as the diversity of sources creating them. Marketers no longer need to wait on
their agency to get an education on what’s new and possible. It’s not enough for agencies to simply be knowledgeable of
the trends, they need to strive to be owners of innovation while developing solutions for their client’s business problems.
As a partner, agencies should think of themselves as trusted thought-leaders whom marketers trust for strategic information.
Agencies need multi-tiered communication strategies for sharing work and ideas. These strategies need to range from
daily messaging through social channels as well as messaging through quarterly newsletters and annual marketing
projections for the next year. Unless agencies can play a role in the sharing of new ideas they can’t be considered for
the execution of ideas.”
– Charles Duncan, DMO Section Editor, Director of Technology, IQ
“For digital agency partners to move up this list they need to gain a stronger voice/direct relationship with the marketer/client.
I believe these numbers may be skewed a bit as many of the creative ideas relative to emerging trends and technology are
still born out of a creative idea and in many cases presented by a traditional creative agency of record. Often times without
the digital agency getting a voice in the process. It is my belief that true digital agencies start with the business objective,
then the best technology or medium to achieve that objective and then finally the creative presentation. This is a shift to the
traditional creative process. The more prominence or further “up-stream” a digital agency can be included will increase the
ability to inform and enhance a creative idea. I also think digital agencies should push their ability to facilitate and generate
dialogue within their clients’ organizations through a formalized blog or ideation process that pushes thinking relative to digital
marketing and its ability to map to consumer behavior.”
– Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors
40
41. Additional Insight
Jeff Jarrett, Global Director Digital Marketing, Kimberly-Clark
The survey provides a great lens into strategic priorities across the digital landscape.
Several themes jump out:
1. Increasing investments in social and earned media are forcing new planning models
and organizational structures to manage these investments properly. Clients are
experimenting with various models but haven’t yet cracked the code.
2. Digital measurement, especially in social media and mobile, will drive future
investment shifts. While engagement metrics are getting better, it is still an area ripe
for development.
3. Clients are increasingly hungry for digital thought leadership—this is both an
opportunity and a warning to digital agencies to start leading strategically, or clients
will find it elsewhere.
Patrice Dermody, Vice President, Media, Digital and Social Networking,
Sears Holdings Corporation
The forces at work in the digital marketplace are the result of shifting consumer dynamics,
a still fragile economy, and the movement of both traditional and digital agencies to a
different center. The same is true for marketers—some of whom have moved from being
wary of digital, to knowing they need to do something in the space, to understanding that
digital technology is changing almost everything that they have ever known about how to
reach and motivate their target prospects. It is no surprise that the majority of marketers
are planning to increase their investment in digital, especially as they get more and more
comfortable with online video.
What marketers haven’t admitted to yet, is that they still harbor hopes of digital and social
being able to lower the cost of their overall marketing investments. This is the reason
why 67% plan to increase their investment in the social and unpaid channels. Veteran
marketers, held hostage for years by the broadcast content creators, hold on to the hope
that digital media (not necessarily digital technology) can be a more efficient way to target
their best customers, finally reducing their dependence on mass media.
41
43. Detailed Findings
Digital as a Portion of Marketing
3%
7%
%
16
6%
17
%
Budget: By Segment 21%
3% 6 23% 26%
What percentage of your overall 2010 marketing budget is invested in digital channels?
17%
- Fully 47% of agencies spend at least half of their budget on digital.
- For brand marketers, the proportion is significantly less—only 26% of respondents in this group
spend half or more of their marketing budget on digital.
Digital as a Portion of Brand Marketers Agencies Technologists/Other
Marketing Budget
5%
0 – 9% 20% 12% 12%
6%
10 – 19% 20% 16%
11 12%
%
20 – 29% 16% 11% 11%
15% 63%
30 – 39% 10% 10% 8%
40 – 49% 8% 4% 6%
50 – 59% 5% 7% 7%
60% or more 21% 40% 44%
Marketers Plan To
Increase Digital Work
%
Plans for Digital
54
Projects: 2011 15%
4%
Compared to 2010, are you projecting an increase or
26%
decrease in the amount of digital projects your organization
will undertake in 2011?
Plans for Digital Projects: 2011
- In total, 80% of marketers plan to increase the volume
54% Slight increase 4% Slight decrease
of digital projects in 2011. 26% Significant increase 1% Significant decrease
- Only 5% are planning a decrease in their digital work 15% Same amount
in the next year.
30
%
43
46%
3%
44. Detailed Findings
Planned Change in Digital: By Segment
Compared to 2010, are you projecting an increase or decrease in the amount of digital projects your
organization will undertake in 2011?
Fully 86% of agencies, 83% of technologists/other roles, and 71% of brand marketers are looking to
grow their number of digital projects for 2011.
Technologists/
Digital as a Portion of Marketing Budget Brand Marketers Agencies Other
We are projecting a significant decrease 3% 0% 0%
We are projecting a slight decrease 7% 3% 3%
We are projecting roughly the same amount 20% 10% 15%
We are projecting a slight increase 55% 58% 49%
We are projecting a significant increase 16% 28% 34%
44
45. Detailed Findings
%
%
54
54
Digital Headcount Growth Will Continue
through 2011 15% 15%
In 2010, how has your organization’s headcount changed in the areas that support digital marketing
4% 4%
26%
26%
and/or communications initiatives?
Thinking about 2011, how do you expect your organization’s headcount to change in the areas that
support digital marketing and/or communications initiatives?
8%
8%
% %
30 30
34% 34%
57% 57%
% %
68 68
Headcount: 2010 Plans for Headcount: 2011
57% Increase 68% Increase
34% Stayed the same 30% Stayed the same
8% Decrease 1% Decrease
% %
26 26
% %
72 72
45
46. Detailed Findings
Changes in Digital Headcount: By Segment
In 2010, how has your organization’s headcount changed in the areas that support digital marketing and/or
communications initiatives?
Thinking about 2011, how do you expect your organization’s headcount to change in the areas that support
digital marketing and/or communications initiatives?
Agencies, in particular, saw headcount supporting digital efforts grow in 2010 and expect the growth
to continue.
Changes in Brand Marketers Agencies Technologists/Other
Headcount: 2010
Decreased 11% 6% 8%
Stayed the same 47% 19% 39%
Increased 42% 75% 53%
Changes in Brand Marketers Agencies Technologists/Other
Headcount: 2011 Plans
Decreased 4% 0% 0%
Stayed the same 43% 13% 37%
Increased 54% 86% 63%
46
47. Detailed Findings
Social Media Strategy Is the HOT Skill Set
Marketers Are Hiring This Year
Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply)
Headcount Growth: Hire Brand Marketers Agencies Technologists/Other
Social media marketing 31% 50% 34%
Website design & dev. 18% 52% 32%
Research & strategic planning 27% 42% 32%
Digital advertising creative dev. 16% 55% 29%
Social community site mgmt. 19% 49% 32%
Digital brand mgmt./measurement 24% 50% 23%
Social media monitoring 22% 39% 22%
Blog writing & editing 19% 36% 25%
Mobile application dev. 13% 37% 25%
Video production 11% 24% 14%
Website hosting & maintenance 10% 13% 11%
Other 3% 4% 3%
None of the above 2% 2% 1%
47
48. Detailed Findings
Marketers Plan to Outsource
Mobile Resources
Which of the following digital marketing skill sets, if any, will you look to acquire in 2011?
Rather than hire full-time headcount, marketers will look outside of their organizations for
mobile–focused, video production, and site hosting roles.
Headcount Growth: Outsource Brand Marketers Agencies Technologists/Other
Mobile application dev. 20% 38% 26%
Video production 21% 37% 26%
Website hosting & maintenance 18% 38% 24%
Social media monitoring 15% 23% 18%
Blog writing & editing 16% 22% 15%
Website design & development 21% 15% 13%
Digital adv. creative dev. 19% 7% 13%
Social community site mgmt. 8% 14% 13%
Digital brand mgmt./measurement 9% 9% 14%
Social media marketing 10% 7% 10%
Research & strategic planning 7% 6% 9%
Other 0% 2% 2%
None of the above 1% 1% 1%
48