digiday presents the brand investment report

BRANDINVESTMENT

REPORT

2013

Confidential & Proprietary

PAST,PRESENT &

FUTURETRENDS

© 2013 Storyline Development. Proprietary and Confidential. All Rights ReservedDIRECTION.ACCELERATION

Table of Contents

1. Methodology: What, Who, & Why

2. Key Findings Organizational Issues Focus & Predicted Shift Pace of Change Determining ROI Content Creation

3. Additional Coverage Areas


Methodology: What, Who, & Why?


What & Who: The Digiday Brand Investment Report

• The first report in an ongoing series that will look at key drivers, inhibitors, and benchmarks of how Fortune 500 companies and their CMOs are navigating the increasingly complex digital marketing ecosystem

• Based on surveys and detailed, in-person interviews with 50 senior marketers spanning more than a dozen key industries

• Identifies key emerging trends, best and worst practices, and provides recommendations for brand marketers who wish to advance their digital marketing in an effective fashion

• Results are preliminary

• Final report will be available by the end of March


Why?

Inflection Point

Business goes on to new heights

Business declines

10x change in an element of the business. What worked before doesn’t work now. The executives are the last to know.


Key Findings


Organizational Issues


Brands Are Evolving Their Organizations In Response to Digital….

1 in 2

1 in 8

3 of 5

2 of 5

In their current job for under 2 years

Org is in flux

With current employer under 2

years

Work in matrixed orgs


But Many Marketers See a (Internal) Knowledge Gap…

91%

79%

89%

77%

I am savvy about digital marketing

My company is savvy about digital marketing

My team is savvy about digital marketing

Work in matrixed orgs


The Worst May Be Behind Us …

• Most point to reorgs as attempts to bridge the digital/ traditional gap

• Digital (especially social) has brought down many walls

• Most report matrixed orgs work well


Focus & Predicted Shift


Last Year: Focus on Mobile Suffered Relative to Other Forms of Digital

1 in 5 marketers rank their focus on mobile marketing as poor…


Looking Forward: Spending on Social & Mobile Predicted to Soar in 2013 & ‘14

Unclear who is Peter and who is Paul among remaining areas of focus


Bedrock Options Emerge in Social Media, but Tier 2 Remains Mixed Bag

In Social Media Toolbox, Facebook, Twitter, YouTube become foundational, Pinterest stumbles, Foursquare sees limited adoption while Google+ remains odd man out


Marketers Accelerated into Mobile: Move Beyond Sites, Branded Apps & Mobile Display

Expect huge growth in in-app advertising and mobile video ads, with healthy rise in mobile couponing and location-based

targeting


Other Key Issues…


Pace of Change is a Challenge. Will Remain So for Foreseeable Future

7 in 10

1 in 6

3 in 5

Say pace of change isACCELERATING Say pace of change is

OUT OF CONTROL

Keeping track of tech developments VERY/EXTREMELY

important


Attaining a Balance Between Digital & Other Mediums. An Increased Area of Focus...

27%

75%

41%

79%

No longer think in terms of digital vs.

traditional

Integrating across channels is VERY/EXTREMELY

important

More $ should be spent on digital vs. traditional

channels

Anticipate an INCREASED FOCUS on achieving branding

objectives on digital platforms


As Always, Determining ROI is a Key Concern, But is Easier Said than Done…

70%

27%

77%

79%

Optimizing current spend VERY/EXTREMELY important

Grasp of ROI for mobile POOR

Measurement of ROI for mobile & social VERY/EXTREMELY

important

Grasp of ROI for social POOR16%


Marketers Are Embracing Many Tactics to Generate & Budget For Content

61% 30%

Content generationVERY/EXTREMELY

important

Manageinternally 55

%

Varies on case-by-case

basis

25% 25%

Have dedicated

budget

Comes out of

traditional budget

50%

Varies on case-by-case

basis


Additional Coverage Areas to Include

• More detailed benchmarks to help brands evaluate how they stack up to their competitors in key areas such as marketing spend and allocation, managing innovation, measuring ROI, working with key partners, and digital marketing savviness.

• A review of how top brands are working with key partners, including agencies, publishers, and technology companies.

• Detailed review of other “hot button” issues, including optimization of current spend, programmatic buying, managing & budgeting for innovation and shifting brand dollars online.

• Recommendations for brand marketers who wish to advance their digital marketing in an effective fashion.


Managing & Budgeting for Innovation: Programs & Practices Vary Greatly, Best Practices Are Slowly Evolving

digiday presents the brand investment report

Documents

storyline development

social mobile

mobile marketing

digital platformsdirection

savvyabout digital

forms of digital

terms of digital

mobile poor16