AnswerLab Research Shows 80% of Marketers Plan to Increase Volume of Digital Products in 2011

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AnswerLab Research Shows 80% of Marketers Plan to Increase Volume of Digital Products in 2011; 73% Plan to Shift Investment from Traditional to Digital Media

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“The survey reveals compelling insights on budgets, hiring strategies and what marketers value the most,” said Amy Buckner, Co-founder and Managing Partner of AnswerLab.

AnswerLab announced today the results from a survey of over 650 marketers, agencies and technologists that provided the foundation for The Society of Digital Agencies (SoDA) third annual Digital Marketing Outlook (DMO). SoDA selected AnswerLab to conduct and analyze the survey to meet their needs for a third-party research firm with deep expertise in evaluating digital experiences. 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.”

Key findings from the brand marketers surveyed include:

  •     58 percent see brand and product awareness as the most important metrics for measuring performance – more than time on site, click-throughs, and page views
  •     69 percent plan to invest their resources in social networks and applications
  •     51 percent plan to invest resources in mobile
  •     77 percent think iPhone apps will be an important digital technology for marketing in 2011 and 2012; 52 percent also cite Android apps

“The survey reveals compelling insights on budgets, hiring strategies and what marketers value the most,” said Amy Buckner, Co-founder and Managing Partner of AnswerLab. “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 DMO 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. “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.

The final report was completed with the help of sponsors, Adobe Systems Incorporated and RIM. To view the complete survey results and report, please visit: http://answerlab.com/reports/soda-digital-marketing-outlook-2011.php.

ABOUT THE SURVEY
The 2011 Digital Marketing Outlook study, conducted by SoDA and its research partner, AnswerLab, surveyed 667 professionals at digital advertising and marketing agencies, traditional advertising agencies, service providers in the digital industry, corporate brand marketers and independent consultants. The survey was conducted from late August through mid-October 2010 and included respondents recruited through an online business panel, SoDA outreach, and other media.

ABOUT ANSWERLAB
AnswerLab delivers trusted customer insights that help the world’s leading brands build outstanding digital products and services. The company focuses exclusively on user experience research to understand what people see, do, think and feel when using web sites, mobile applications, and other digital products. AnswerLab’s clients depend on their recommendations about product concepts, features, design and messaging to create more engaging digital experiences that drive results. Global market leaders select AnswerLab as their user experience research partner, including Amazon.com, PayPal, Walmart, Honda, ING DIRECT, ESPN, FedEx, Genentech, eBay, Salesforce.com, Amgen, Intuit and Harley Davidson. For more information about AnswerLab, please visit http://www.answerlab.com.

ABOUT SoDA
SoDA was established in March 2008 and is made up of some of the most accomplished digital agencies from around the world. SoDA’s mission is to advance the digital industry through best practices, advocacy and education. For more information, visit http://www.societyofdigitalagencies.org.

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Giselle Lederman

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