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Marketers Up Spending on Digital, Social in 2011

February 18, 2011

Driven by changes in consumer behavior and competitive forces, 80% of marketers say they plan to increase the volume of digital projects in 2011, with much of those investments focused on corporate websites and social technologies, according to a survey from AnswerLab.

Among the 80% of surveyed marketers planning increases in digital, 26% say they plan a significant increase and 54% plan a slight increase. Only 5% plan a decrease in their digital work in 2011.

Bellow, other findings from the 2011 Digital Marketing Outlook Survey conducted by the Society of Digital Agencies (SoDA) and AnswerLab.

2011 Investments in Digital

Overall, marketers plan to invest in five and one-half digital technologies or tools on average in 2011. Among brand marketers, the top-cited investments are in digital infrastructure (70%), social networks and applications (69%), digital brand experiences (67%), and mobile marketing (51%).

Blogger outreach (35%) and games (18%) are lower priorities for most brand marketers. Meanwhile, agencies plan to invest more aggressively in mobile (70%) and social technologies (77%).

Brands' Websites a Priority, Social a Close Second

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  • by Nick Stamoulis Fri Feb 18, 2011 via web

    We've reached the point where we don't have to convince businesses that they have to have social networking profiles. I think most are convinced that it isn't a passing fad. Now the problem is getting them to actually do something with those mediums. It's good to see a majority of marketers are planning to increase and invest in their own social media.

  • by Henry Bruce Fri Feb 18, 2011 via web

    Agreed Nick. Most B2B marketers are using FB and LI company pages as nothing more than another promotional landing page on their web site. Wrong!! When are they going to wake up to the fact that these are communities for starting discussions and LISTENING to what their audience has to say. These are broadcast/soap box platforms folks.

    For most, it would be better to do nothing until they figure out a real strategy for managing community discussions that are relevant to buyers. For B2B, people on FB and LI don't care about you or your product.


  • by Henry Bruce Fri Feb 18, 2011 via web

    I meant "these are NOT broadcast/soapbox platforms"

  • by Joan Harbin Mon Feb 21, 2011 via web

    Can MarketingProfs provide a breakdown of these survey results to participants from B2B companies? Social Media strategy is very different for us than for B2C.

  • by Lenna Mon Feb 21, 2011 via web

    Hi, Joan.

    Here's some additional info on the survey participants: Among the 667 marketers surveyed by AnswerLab, 35% were from ad agencies, 15% from B2C brands, and 15% from B2B brands. Some 12% were vendor/service providers, 9% freelance/consultants, 3% digital publishers, and 10% other types of marketers.

  • by Joan Harbin Mon Feb 21, 2011 via web

    Thank you, Lenna. That helps.

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