2011 Digital Marketing Outlook Released - SoDA - The Digital Society


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2011 Digital Marketing Outlook Released

by SoDA Communications / February 8, 2011

Note: This blog entry is available in English only.

Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Twenty four SoDA member 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, (download here: http://slidesha.re/e1SRlJ ) 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.

The report includes:

• Perspectives from the DMO Advisory Board of senior marketers from General Motors, Sears, S.C. Johnson, Wrigley, Kimberly-Clark, Island Def Jam, MTV Networks and Adobe.

• Jeff Jarrett, DMO Advisory Board Member and Global Director for Digital Marketing at Kimberly-Clark, commented, “The survey provides a great lens into the strategic priorities across the digital landscape.”

• “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,” said Victor Mehren, DMO Advisory Board Member and Senior Marketing Director, Wm Wrigley Jr. Company.

• Ann Lewnes, DMO Advisory Board Member and Senior Vice President of Global Marketing for Adobe Systems Incorporated, agrees that social networking is vital to a company’s success in the digital age. “We actively cultivate and participate in the passionate social communities which have developed around our products and brands,” says Lewnes.

• 5 editorial sections focused on subjects pivotal to the digital marketing industry today: Digital Consumers, Modern Brands, Social Media, Emerging Technology & Trends, and Innovation, Culture & Change. In each section you’ll find opinion pieces from SoDA members along with real-life insights in the form of case studies and interviews.

• “Each of our editors gathered remarkable insight into where marketers and agencies need to be focusing in order to maximize marketing budgets and drive significant return on their investments in 2011 and beyond,” said Angele Beausoleil, DMO Editor-in-Chief and VP Strategy and Innovation, Dare.

The final report was completed with the help of sponsors, Adobe Systems Incorporated and RIM. To view the complete survey results and report, please visit: http://slidesha.re/e1SRlJ

The 2011 Digital Marketing Outlook study, conducted by SoDA and its research partner, AnswerLab, surveyed professionals at digital advertising and marketing agencies, traditional advertising agencies, service providers in the digital industry, corporate brand marketers and independent consultants.

The Society of Digital Agencies serves as a voice for digital marketing professionals worldwide with a mission to advance the industry through Best Practices, Education, and Advocacy.

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. For more information about AnswerLab, please visit www.answerlab.com.

Adobe revolutionizes how the world engages with ideas and information. For more than two decades, the company’s award-winning software and technologies have set new standards for producing and delivering content that engages people virtually anywhere at anytime. From rich images in print, video, and film to dynamic digital content across multiple media, the impact of Adobe solutions is evident across industries and felt by anyone who creates, views, and interacts with information. With a reputation for excellence and a portfolio of many of the most respected software brands, Adobe is one of the world’s largest and most diversified software companies.

The new BlackBerry Tablet OS and its application platform from Research In Motion (RIM) offers a wealth of opportunities for developers. Learn more about the free BlackBerry PlayBook tablet offer and how to build an app at: www.blackberry.com/developers/tabletos




  1. Bernardo Carvalho on February 09, 2011

    Thank you for the insightful report. As a production house servicing agencies, we are very interested in these stats. Our showreel: www.vimeo.com/16880889

    Would love to connect with other fellow members.

    Bernardo Carvalho

    Head of digital
    +44 207 1931210
    Skype: bernardocw
    LinkedIn: www.linkedin.com/in/bernardocw

  2. Touhey on February 09, 2011

    Great report, but you need to call out the link to download the report better, waaaaay too hard to find.

  3. Brad Marshall / IncludeWine.com on February 12, 2011

    Seems Slideshare & my iPhone aren't getting along right now. Any chance of publishing in mobile friendly format? Also agree w/ @touhey.

    ~ Wine & Social Mashup ~