Budgeting, Planning & Forecasting

Budgeting, Planning & Forecasting

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February 16, 2011

Research Study Explores Respondent Priorities Across Digital Landscape



The 2011 Digital Marketing Outlook study, conducted by SoDA, or the Society of Digital Agencies and its research partner, AnswerLab, explored strategic priorities across the digital landscape. 

SoDA had selected AnswerLab to conduct and analyze the survey because of its ability to deliver trusted customer insights that help the world's leading brands build outstanding digital products and services.

For the purpose of the survey, 667 professionals at digital advertising and marketing agencies, traditional advertising agencies, service providers in the digital industry, corporate brand marketers and independent consultants were interviewed. The survey was conducted from late August through mid-October 2010.

Key findings from the brand marketers surveyed raised some interesting facts. While 69 percent of the respondents planned to invest in social networks and applications, 51 percent preferred to invest resources in mobile. The most important metrics for measuring were indicated to be brand and product awareness. iPhone apps were clear winners when 77 percent of those surveyed said that it would be important digital technology for marketing in 2011 and 2012. Android (News - Alert) apps came a close second with 52 percent indicating that they would also be important.

In a press release, Amy Buckner, co-founder and managing partner of AnswerLab commented on the findings: "The survey reveals compelling insights on budgets, hiring strategies and what marketers value the most and we were delighted that SoDA selected AnswerLab as their trusted research partner for the annual Digital Marketing Outlook survey."

In addition to the survey results, the Digital Marketing outlook study also includes articles and case studies from SoDA's member agencies around the world and commentary from the DMO Advisory Board of senior marketers, as well as many other prominent contributors. The 2011 Digital Marketing Outlook includes contributions from an Advisory Board of senior marketers from General Motors (News - Alert), Sears, S.C. Johnson, Wrigley, Kimberly-Clark, Island Def Jam, MTV Networks and Adobe.

Chad Ciesil, Society of Digital Agencies' DMO Chairperson said in a statement that the report was a one-of-a-kind collection of insights, ideas and rich data, and also the best-in-class case studies that

had been compiled for harnessing the power of digital from pioneers in the space.

The final report was completed with the help of sponsors, Adobe Systems (News - Alert) Incorporated and RIM. The complete report is available at the AnswerLab website.


Mini Swamy is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Janice McDuffee
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