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.
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