The 2011 Digital Marketing Outlook study conducted by the Society of Digital Agencies (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 study reveals 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.
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.
- 47% of agencies spend at least half of their budget on digital
- In total, 80% of marketers plan to increase the volume of digital projects in 2011
Marketers plan to invest in digital technologies/tools in 2011. Top areas include social networks/applications, brand experiences and digital infrastructure – blogger outreach and games are lower priorities
- Brand and product awareness, leads and web analytics – “engagement” metrics – have surpassed traditional metrics like page views and CPM for measuring performance
- Overall, 95% of respondents plan to use some form of social media in 2011
- Marketers look to mobile application and technologies that tie into mobile apps “location-based” technology and HTML5 for digital marketing in 2011-12