There is no question that digital marketing continues its upward trend. Certainly, when a company like Ford - from the historically lethargic automotive industry - spends 25% of our marketing budget on digital and social media, you know there's a significant movement afoot. And across all industries in 2009, budgets were impacted by the economy, forcing marketers to be more ruthless about seeking efficient results. It should be no surprise to anyone that the rise of digital is a sure thing.
The 2010 Digital Marketing Outlook contains some 70 pages of particularly poignant facts for the U.S. and abroad (Russia, South America and Mexico), emerging trends, changing platforms, social media and more. Here are some key takeaways worth calling out:
Online Marketing Spending
- In 2010, two-thirds expect to spend the same or more than in 2009.
- Approximately 70% plan to increase (1-30%) or significantly increase (30%+) their unpaid/earned/proprietary media.
- The top priorities in 2010 will be social networks/applications and digital infrastructure.
- Customer experience will be more important than ever.
- Storytelling will evolve - location will become a key component; the speed at which stories are developed is crucial; and above all, emotional connections matter.
- The beginning of the end of the banner ad.
- Branded content syndication will replace some paid media.
- 40% of opportunity is mobile
- Social is becoming increasingly mobile.
- Measurement will be more important than ever.
- Real-time search is inextricably linked to the "statusphere."
- Forms of content consumption will continue to be fractured; the nimble marketer will need to be in as many places as possible.
If you're a regular reader of this blog, I think you'll recognize a number of the themes mentioned in the report. But there's also much more - not to mention really smart - stuff in the entire report. Take a look for yourself.
Photo credit: Will Lion