The Society of Digital Agencies unveils 2011 digital outlook
A new report investigating this years digital outlook has been released by The Society of Digital Agencies – a collective, acting as a voice for digital marketing professionals.
The announcement:
The Society of Digital Agencies (SoDA) and its Australasian member companies including Reactive, IE, Resn and Soap announced today the release of the third annual Digital Marketing Outlook (DMO): a survey of over 600 marketers, agencies and technologists globally; articles and case studies from SoDA’s member agencies around the world including Australia; and commentary from the DMO Advisory Board of senior marketers, as well as many other prominent contributors.
According to marketers surveyed, 69 per cent plan to invest their resources in social networks and applications. 43 per cent of marketers plan to decrease their investment in paid traditional media and 61 per cent plan to increase their investment in unpaid/earned media. In addition, the hiring of social media marketing professionals top the list of hiring priorities for marketers in 2011.
“This report represents a one-of-a-kind collection of insights, ideas and rich data,” said Chad Ciesil, Society of Digital Agencies’ DMO Chairperson. “Beyond that, we’ve compiled best-in-class case studies for harnessing the power of digital from pioneers in this space who are creating some amazing work.”
The 2011 Digital Marketing Outlook includes contributions from an Advisory Board of senior marketers from General Motors, Sears, S.C. Johnson, Wrigley, Kimberly-Clark, Island Def Jam, MTV Networks and Adobe.
Tim O’Neill, Joint Managing Director of Australian SoDA member, Reactive, said: “We’re extremely impressed with this year’s SoDA DMO study, as it reveals that marketers here in Australia and globally are looking to significantly increase their spend on digital, in particular on social networks and applications, where they are seeing a real return on investment with active and sustained engagement with consumers relevant to their brand.”
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.”
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. “A dedicated social media team alongside individual Adobe employees – from C-level executives to employees in the field – contribute to our social communities with fresh content and news on a regular basis.”
“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.
“Each of our editors gathered remarkable insight into where marketers and agencies need to be focusing in order to maximise 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.
To access the full report online, please go to: http://societyofdigitalagencies.org/2011/02/2011-digital-marketing-outlook-released/
Source: The Society of Digital Agencies press release
