digiday presents the brand investment report
DESCRIPTION
Researcher Evan Neufeld will present the findings of Digiday's inaugural report, which examines how Fortune 500 brands and their CMOS are navigating the increasingly complicated digital marketplace. He will identify key emerging trends, as well as best and worst practices, and make recommendations for agencies and publishers who want to know where brands will be putting their money in 2013 and beyond. Presenter: Evan Neufeld, principal analyst and co-founder, Storyline Development @mobilewallahTRANSCRIPT
BRANDINVESTMENT
REPORT
2013
Confidential & Proprietary
PAST,PRESENT &
FUTURETRENDS
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Table of Contents
1. Methodology: What, Who, & Why
2. Key Findings Organizational Issues Focus & Predicted Shift Pace of Change Determining ROI Content Creation
3. Additional Coverage Areas
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Methodology: What, Who, & Why?
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
What & Who: The Digiday Brand Investment Report
• The first report in an ongoing series that will look at key drivers, inhibitors, and benchmarks of how Fortune 500 companies and their CMOs are navigating the increasingly complex digital marketing ecosystem
• Based on surveys and detailed, in-person interviews with 50 senior marketers spanning more than a dozen key industries
• Identifies key emerging trends, best and worst practices, and provides recommendations for brand marketers who wish to advance their digital marketing in an effective fashion
• Results are preliminary
• Final report will be available by the end of March
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Why?
Inflection Point
Business goes on to new heights
Business declines
10x change in an element of the business. What worked before doesn’t work now. The executives are the last to know.
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Key Findings
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Organizational Issues
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Brands Are Evolving Their Organizations In Response to Digital….
1 in 2
1 in 8
3 of 5
2 of 5
In their current job for under 2 years
Org is in flux
With current employer under 2
years
Work in matrixed orgs
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
But Many Marketers See a (Internal) Knowledge Gap…
91%
79%
89%
77%
I am savvy about digital marketing
My company is savvy about digital marketing
My team is savvy about digital marketing
Work in matrixed orgs
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
The Worst May Be Behind Us …
• Most point to reorgs as attempts to bridge the digital/ traditional gap
• Digital (especially social) has brought down many walls
• Most report matrixed orgs work well
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Focus & Predicted Shift
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Last Year: Focus on Mobile Suffered Relative to Other Forms of Digital
1 in 5 marketers rank their focus on mobile marketing as poor…
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Looking Forward: Spending on Social & Mobile Predicted to Soar in 2013 & ‘14
Unclear who is Peter and who is Paul among remaining areas of focus
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Bedrock Options Emerge in Social Media, but Tier 2 Remains Mixed Bag
In Social Media Toolbox, Facebook, Twitter, YouTube become foundational, Pinterest stumbles, Foursquare sees limited adoption while Google+ remains odd man out
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Marketers Accelerated into Mobile: Move Beyond Sites, Branded Apps & Mobile Display
Expect huge growth in in-app advertising and mobile video ads, with healthy rise in mobile couponing and location-based
targeting
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Other Key Issues…
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Pace of Change is a Challenge. Will Remain So for Foreseeable Future
7 in 10
1 in 6
3 in 5
Say pace of change isACCELERATING Say pace of change is
OUT OF CONTROL
Keeping track of tech developments VERY/EXTREMELY
important
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Attaining a Balance Between Digital & Other Mediums. An Increased Area of Focus...
27%
75%
41%
79%
No longer think in terms of digital vs.
traditional
Integrating across channels is VERY/EXTREMELY
important
More $ should be spent on digital vs. traditional
channels
Anticipate an INCREASED FOCUS on achieving branding
objectives on digital platforms
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As Always, Determining ROI is a Key Concern, But is Easier Said than Done…
70%
27%
77%
79%
Optimizing current spend VERY/EXTREMELY important
Grasp of ROI for mobile POOR
Measurement of ROI for mobile & social VERY/EXTREMELY
important
Grasp of ROI for social POOR16%
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Marketers Are Embracing Many Tactics to Generate & Budget For Content
61% 30%
Content generationVERY/EXTREMELY
important
Manageinternally 55
%
Varies on case-by-case
basis
25% 25%
Have dedicated
budget
Comes out of
traditional budget
50%
Varies on case-by-case
basis
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Additional Coverage Areas to Include
• More detailed benchmarks to help brands evaluate how they stack up to their competitors in key areas such as marketing spend and allocation, managing innovation, measuring ROI, working with key partners, and digital marketing savviness.
• A review of how top brands are working with key partners, including agencies, publishers, and technology companies.
• Detailed review of other “hot button” issues, including optimization of current spend, programmatic buying, managing & budgeting for innovation and shifting brand dollars online.
• Recommendations for brand marketers who wish to advance their digital marketing in an effective fashion.
© 2013 Storyline Development. Proprietary and Confidential. All Rights [email protected]
© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION
Managing & Budgeting for Innovation: Programs & Practices Vary Greatly, Best Practices Are Slowly Evolving