SPECIAL REPORT: DIGITAL MARKETING 2010
As part of the recent SoDA Survey, "2010: Digital Marketing Outlook," industry notables were asked to comment on the future of digital marketing in respect to emerging trends, evolving platforms, the evolution of digital strategy, and, of course, social media. Below are the resultant articles for your reading pleasure and edification.
WEEK 4: SOCIAL MEDIA: FACTS, MYTHS AND GETTING THE MOST OUT OF IT
Top 10 Reasons Your Company Is Not Ready For Social Media
by Steve Slivka, Co-Founder/Creative Director, and Patrick Berry, Co-Founder/Director of Tools and Methods
If you need to be sold on your participation at this point, you are probably much better off waiting for the next big digital trend. The POV here is to deliver the bad news that you (and your company) are simply just not ready for social media. Really.
The Social Evolution Of Consumer Consumption And How IT Will Impact Your Marketing Plans
by Ian Schafer, CEO, Deep Focus
2010 will be a year in which several burgeoning trends mature to the point that they will be ready to be taken advantage of by marketers looking to have their brands’ content discovered and shared by more consumers -- and more efficiently than ever before.
Facebook Evolution
by Chris Johnson, Founder, and Scott McAndrew, Director of Strategy, Terralever
Facebook opens the door for incredible innovations for those willing to invest inthe next level of marketing. Here is what to consider as you craft a Facebook strategy that uniquely meets the collective needs of both your brand and those who champion it.
Interactive Stories
by Anrick Bregman, Interactive Director, Unit9
How can we tell an engaging story on the Internet if a click is not quite the same as turning a page, and the screen is still not quite able to live up to the smell and feel of holding a printed book in your hands, or watching something in the cinema with Dolby surround sound?
WEEK 3: THE EVOLUTION OF DIGITAL STRATEGY
Forty Percent of Your Opportunity is Shifting to Mobile--Are You?
by Brian Chiger, Digital Strategist, AgencyNet
The net effect of this evolution is dramatically altering the media landscape and consumer behavior. What marketing and revenue opportunities does this create for marketers? Where do brands fit in? And how can mobile help drive the bottom-line?
The Social Landscape in 2010: Where We've Been, Where We're Going and What We Do When We Get There
by Brian Wiener, CEO, 360i
There’s a seemingly endless stream of interesting and groundbreaking ways marketers can reach and engage core audiences across the social landscape. But, beware of “bright shiny object syndrome.”
Stop Spreading Viruses and Start Giving Gifts
by Ivan Askwith, Director of Strategy, Big Spaceship
It’s time to accept a difficult truth: Viral isn’t a quality that we, as marketers, have the power to bestow. In fact, viral isn’t an inherent trait that advertising can have at all.
The Evolving Roles of Producer, Advertiser and Audience In an On-Demand World
by Dale Herigstad, Chief Creative Officer, Schemati
The advertising industry has paid little attention to the imminent arrival of connected television. Yet it is perhaps the most complex change to hit our daily entertainment lives for a long time.
WEEK 2: EVOLVING PLATFORMS
How CMOs Will Harness Digital Platforms in 2010 to Forever Change The Way Consumers Interact With Brands
by Ken Martin, Chief Creative Officer, and Ivan Todorov, CEO & CTO, Blitz
From digital TV, gaming consoles and PCs at home, to digital billboards, in-store kiosks and mobile devices, countless engagement levels can be leveraged to keep people tuned in every second, seamlessly integrating brands into the everyday lives of consumers.
Play Marketing: How The Principles Of Gaming Are Changing The Conversation
by Matt Griswold, Vice President of Strategy, Soap Creative
Going forward, success will have less to do with simply getting noticed and everything to do with driving participation -- for which there is no better guide than the lean-forward, drive-to-achieve embodied in gaming.
Changing The Way Consumers Experience Brands Through 'Interaction'
by Patrick Connolly, CEO, Obscura Digital
Every day, interactive technologies are being introduced to the advertising/marketing worlds that make digital brand possibilities endless, but the vast majority of these experiences remain locked in “the box.”
Reality, But Not Not As We Know It
by Richard Taylor, Senior Solutions Architect, IE
Augmented reality promises to merge the online and offline experiences for both individual brands and retail stores. Following are six real-world AR applications.
WEEK 1: EMERGING TRENDS
Gather 'Round The Monitor: The Evolution Of Online Storytelling
by Jason Bangerter, Founder and Chairman,StruckAxiom
We’ll huddle around our monitors like our great-grandparents huddled around the fireplace, like our parents huddled around the radio, like we once huddled around the television—and we’ll tell stories like they’ve never been told before.
Back To The Future: The Dot.com In 2010
by Tony Quin, CEO, IQ Interactive
Understanding where the dot.com falls in the marketing matrix, its new role in the post-modern marketing world, and the importance of dot.com driven customer experience has become a competitive necessity.
What Are The Next Technology Trends?
by Andrew Howlett, CEO, Rain
With everything in technology changing as fast as any of us can type, there has never been a more unpredictable or more exciting time to be in the digital industry. Here are a few major shifts we’re currently experiencing and a few that are on the horizon.
Digital Branded Content Syndication
by Pete Caban, CEO/ Head of Digital, Mekanism
Digital content syndication is the ace in the hole for the digitally savvy CMO in 2010 and beyond.
Digital Content In 2010
by Matt Farrar and Rob Noble, Partners, Great Fridays
The digital-content business is living through an era of unprecedented growth and rapid change. Better digital product offerings are all encouraging and adding new revenue streams. There is now a huge opportunity in the digital content space.
OVERVIEW
And The Digital Marketing Survey Says: Revolutionize and Prosper
by Gayle Kesten, CMO.com
CMO.com last year teamed with the Society of Digital Agencies to gauge investment plans of more than 1,000 senior marketing executives, from traditional and digital shops, as well as their clients. Here's what we learned -- and why you should feel encouraged.
Slide Show: Marketers’ Top Digital Priorities
INTERVIEW: Insights From the SoDA Survey: Interview With Paul Lewis, Director of Operations
The digital marketing revolution is clearly under way, and yet we’re only at the cusp of possibilities. Where is the industry headed? CMO.com spoke to Paul Lewis, SoDA’s director of operations, who shared which survey results interested him most, questions CMOs should be asking about digital infrastructure, and much more.
A PDF of the entire report is also available for free download.
