digital marketing outlook - oct 2009

Digital Marketing Outlook – Oct 2009

Steve Sponder Chief Digital Officer, Headstream // headstreampr.comblog.stevesponder.com // @stevesponder

1. Digital Channel - Trends & Action

2. Digital Media - Trends & Action

3. Emerging Technologies - Trends & Action

4. People’s Attitudes & Behaviours - Trends & Action

5. Marketing Strategy - Trends & Action

Content

1. Digital Channel – Trends & Action

• Newspaper readership is in decline - http://bit.ly/1PMg1e • TV channel fragmentation is an ongoing issue - http://

bit.ly/mgEOG • TV advertising effectiveness drops by 60% between 1990

and 2010 - http://bit.ly/hHbRs • Migration of US marketing spend to interactive channels

continues - http://bit.ly/17aGPX & http://bit.ly/9wKLE• Media within interactive channels set to see the largest

increase of US marketing spend over next 3 years - http://bit.ly/2KrKw

• US Marketers’ plan to increase their spend in digital and mobile - http://bit.ly/4eS539

• By 2020 80% of media will be via digital channels - http://bit.ly/s7sqp

The trends we’re seeing…

With people’s channel & media preferences migrating from analogue to digital we would recommend that 50%+ of marketing budgets should filter thru into digital channels, media and activities.

Plus: Brands should be testing mobile appropriately in order to gain valuable understanding.

The action we’re recommending…

2. Digital Media – Trends & Action

• UK Online Ad Spending predicted to increase by 4.7% between 2009 and 2010 - http://bit.ly/13wJMU

• Google has largest reach, although Facebook has highest usage - http://bit.ly/HOjx2

• Social media, mobile and in-game advertising set to see the largest increase in marketing spend over the next 3 years - http://bit.ly/xxk7D

• ‘Created social media’ poised to become the biggest growth activity in US throughout 2009, closely followed by mobile - http://bit.ly/1GLxKu



With the rapid rise of social media we recommend reviewing your budget weighting across digital channels and media to ensure it’s still appropriate for your objectives.

Plus: Consider campaign concepts that have social currency built in, for example ideas that entertain or are useful.

3. Emerging Technologies – Trends & Action


• In a straw poll of ReadWriteWeb readers, 66% of respondents believe Augmented Reality is an important technology - http://bit.ly/LB5Wu

• The use of 2D barcodes is growing, M&S are the latest brand to use the technology for marketing - http://bit.ly/obLJ5

• Spend on video game advertising is predicted to grow by 12% next year & 24% in 2011 - http://bit.ly/9wKLE


From the raft of recent AR campaigns, augmented reality is certainly climbing the ‘Peak of Inflated Expectations’ on the Gartner Hype Cycle, however we recommend following developments as we believe it has huge business, as well as marketing, potential.

4. People’s Attitudes & Behaviours – Trends & Action

• 18-40 yr olds spend more time online than watching TV - http://bit.ly/FzLpD

• The typical number of customer reviews required before product purchase decision is 4-7 - http://bit.ly/oBhiK

• Healthy YoY rise in social media activities - http://bit.ly/bwb2U

• 14 hours of video uploaded to YouTube every minute & 6.6m photos uploaded to Flickr every day - http://bit.ly/6vMbn

• Only 13% of UK consumers pay attention to ads on social networking sites - http://bit.ly/B2ymG

• US Twitter users mainly use it to keep in touch with friends - http://bit.ly/4u94rp

What the research is saying…


We recommend that PR & marketing professionals should be actively using a broad range of social media on a personal basis in order to gain a clear understanding of how to use the tools and experience people’s behaviour and attitudes first hand.

5. Marketing Strategy – Trends & Action

• Most US brands are monitoring social media but don’t engage with negative comments - http://bit.ly/yiBrT also the majority don’t have a social media policy in place - http://bit.ly/ThaUW

• US marketers view social media marketing as a better branding activity than direct response - http://bit.ly/tK0In

• Personalisation of product/service seen as growing importance for customers - http://bit.ly/FFQZI

• 2% reduction in negative word of mouth boosts sales growth by 1% - http://bit.ly/IzAHf

What the research is saying…


Start by listening to the conversations and ensure senior management fully appreciate the impact social media will have on the organisation.

Then create a social media strategy which has organisational-wide input and a conversational approach.

Plus: Consider an iterative approach to marketing, test, learn & adapt based on how the social community responds.

I hope you find our Digital Marketing Outlook interesting.

Continue the conversation:

Steve Sponder, Chief Digital Officerblog.stevesponder.com // @stevesponder

digital marketing outlook - oct 2009

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