Watch the top ten digital marketing trends. Traditional vs Digital marketing: Traditional is still important but there are no ways to leverage. Top Trends in Digital Marketing 1. Marketing Budgets will continue to shift towards online - Traditional Marketing has declined by 43% and digital marketing has grown by 53%. 70% of responding companies are planning to spend their budget on social media like Twitter and Facebook. More than half of the companies are planning to increase their budget on Mobile Marketing. 2. Social Media Marketing is at nascent stage - Despite the tremendous hype and even some pocket of success, still social media is at initial stage. In order to make social media effective which includes long term social media marketing strategy, dedicated resources, budget, policies and training. 3.Social Networking Has Turned Online Communities Into Marketing Engines 4.Leading Social Media Strategists Are Actively Developing Influences Programs. There are certain individuals and organizations that drive most of the discussion around the topics that matter to your brand. It is important to reach and form relationships with these influencers who have the potential to build…or tear down your brand name 5. Social Gaming Will Become A Part Of Many Social Media Marketing Strategies Social Gaming may not be for every brand, but this is an important trend in marketing. Playing online games is favorite past time for many people. Marketers have the opportunity to reach people through games in ways they have never been able to before. 6.Mobile Marketing is Poised To Take Off Consumers are relying on their mobile phones for more than talking and texting these days. They are using them for everything from reading and writing emails to watching the news, trading stocks, and booking hotel rooms. Brands seeking a persistent. 7 Personalized Marketing Capabilities Improve. Expect more personalization capability to be embedded in websites in 2011 as analytic engines integrate data from other digital channels, including social media marketing, mobile marketing, and email marketing. Marketers will present personalized sites to these customers by organizing information and prioritizing it based on the individual's liking.  Products and services offered on those pages will be pre-configured. “Anonymous” visitors to websites will get customized messages based on referring URL, search terms, geo-location and other insights. 8. Search Engine Optimization Gets Complex. Search marketing is getting more complex as new technology and new capabilities are emerging. Drivers are 1 Social Networking sites like Facebook and Twitter 2 Mobile search grows…will become a big part of search 3 Localization provides new opportunities for paid search

1. © 2010 IBM Corporation
November 24, 2010
HorizonWatch: Top Ten Digital Marketing Trends
For 2011
Contacts: Bill Chamberlin, Principal Social Insights Analyst, Market Insights

2. © 2010 IBM Corporation2
Traditional vs. Digital Marketing: Traditional is still
important, but there are new capabilities to leverage

3. © 2010 IBM Corporation
Top Trends in Digital Marketing For 2011
3
1. Marketing Budgets Will Continue to Shift Towards Online
2. Social Media Marketing Is Maturing (Slowly)
• Important new capabilities: Social Listening Research, Influencer Marketing, Community Marketing, Social
Gaming and Career Paths/Education
3. Mobile Marketing Poised To Take Off
• Important new capabilities: Location Based Services, Event-Based Marketing, Mobile Social, Mobile Apps,
Mobile Games, and Mobile Messaging
4. Personalized Marketing Customizes Messages To Individual
5. Social Video As A Marketing Tool Gains Momentum
6. Search Engine Optimization Gets More Complex
7. Marketing Analytics Helps Make Sense Of All The Noise
8. Real Time Web Assistance Connects Buyer With Expert
9. Online Privacy Concerns Continue
10. Digital Marketing Optimization Emerges As A Priority
Source: Bill Chamberlin, IBM Market Insights via HorizonWatching

4. © 2010 IBM Corporation
1. Marketing Budgets Will Continue To Shift
Towards Online
4
“Traditional media spending has declined
by 43% this year, and the category of
digital marketing has grown by 53%.
These shifts were expected and our
forecast accuracy from earlier this year
was excellent. Now, the question for
marketing and marketing-operations
executives is: How do we adjust our
execution and processes to adapt?“
- IDC, September 2010
“B2B interactive marketing spending will
climb to nearly $4.8 billion in 2014 as
interactive channels continue to grab a
larger share of the marketing pie.“
- Forrester, March 2010
2011 Marketing Budget Investment Plans –
Digital and Inbound Tactics

5. © 2010 IBM Corporation
1. Marketing Budgets Will Continue to Shift Towards Online
55
For More Information
• IDC Survey Shows Sales and Marketing Budgets Will Rise in 2010 Link
• Growbiz/Zoomerang: SMB Marketing Practices Link
• Econsultancy: Marketing Budgets Link
Marketing leaders are moving budgets to mirror
where the customers and prospects are -
online. Online channels can reach a very targeted
audience, are lower cost, and are becoming more
measurable. As a result we should expect the
continued decline in the use of traditional media
Drivers
• Digital technology and innovation.
• Recession has put pressure on budgets
• Digital channels generally less costly than
traditional
Inhibitors/Challenges
• IT support for new marketing channels
• Marketing processes support old channels
Implications
• Marketers should focus on creating online
customer interactions
• Marketing leaders should consider developing a
central team to manage the emerging digital
strategy.
• Education and training will be required.
• What new opportunities exist for firms to connect
with empowered consumers/customers?
“The top five budget areas that SMBs plan to increase in
their 2011 marketing budgets are: website, e-mail, direct
mail, social media and print advertising.“ -
- Joint survey by GrowBiz Media and Zoomerang, 2010 Link
• “ 70% of responding companies are planning to
increase their budgets for off-site social media, such as
Facebook and Twitter.”
• “More than half of companies are planning to increase
their budgets for mobile marketing.”
• “The marketing channels where companies are most
likely to be decreasing investment are print media and
radio.”
- Marketing Budgets 2010, Econsultancy study Link

6. © 2010 IBM Corporation
2. Social Media Marketing Is Maturing (Slowly)
6
Source: Altimeter Group (link)
What Is Your Organization’s Social
Media Maturity Level?
“Despite the tremendous hype and
even some pockets of success, our
recent survey shows that social
media marketing is still at an early
stage. To ensure they don't fall
behind the curve, interactive
marketers should set their plans now.
This includes a long-term social
media marketing strategy, dedicated
resources, budgets, policies, and
training“
- Forrester, October 2010 (link)

7. © 2010 IBM Corporation
2. Enterprise Social Media Marketing Capabilities Are Maturing (Slowly)
77
For More Information
• Marketing Sherpa: ROAD Map to Social Marketing Maturity Link
• Forrester: Benchmarking Social Marketing Plans For 2011 Link
• Video: Gartner – Business Gets Social (link)
• Altimeter, Nov 2010 (link)
• Dachis Group: The 2010 Social Business Landscape (link)
Enterprise marketing is being transformed by social
media. By the end of 2011, marketers will have shifted
from one-off experiments to fully integrated social media
marketing plans.
Drivers
• New technologies have spawned social sites, networks,
and marketing channels
• Community based marketing can increase loyalty and
convert customers into brand advocates.
Inhibitors/Challenges
• Need social efforts to be fully integrated with the overall
marketing plan
• Risk Management
• Measurement systems
Implications
• Social media has created new types of influencers. Need
to identify and form relationships with online influencers.
• Social Media manager profession requires definition,
education, and career paths.
• Centralized implementation required for company wide
social media tools, standards, policies and practices
• A new set of marketing capabilities are emerging, including
Social Listening Research, Influencer Marketing,
Community Marketing, and Social Gaming. These new
capabilities will require new marketing marketing professional
Career Paths and Education tailored to the new social media
marketing realities.
Altimeter, Nov 2010 (link)
“To optimize investments, competencies, and
outcome, it is essential that enterprises establish a
shared understanding of social technologies and
trends, coordinate strategies and initiatives, and
leverage investments.“
- Gartner, 2010 (Link)

8. © 2010 IBM Corporation
Social Networking Has Turned Online Communities Into Marketing Engines
88
Smart marketers are realizing the social technologies like discussion forums and blogs can easily bring people
together around a topic of interest. And once that community has been formed and is nurtured, it can become
source of tremendous value to a brand.
“Support focused communities will
evolve to touch marketing, sales,
channel partners, CRM systems, and
even become a thriving platform in the
next few years”.
- Jeremiah Owyang, Altimeter Group (link)
For More Information
• Wikipedia: Community Marketing
• Altimeter: Social CRM: The New Rules of Relationship Management
• Dachis Group: Creating Customer Communities
• Community 101 Deck 1, Deck 2, Deck 3, Deck 4
• Web Strategy by Jeremiah Owyang Link
• Forrester: “Organizing For B2B Tech Community Marketing ”
• Forbes: Secrets of Engaging Customer in Online Communities
Secrets To Building Online Communites
1. “Keep the Community Relatively Small”
2. “Be Transparent”
3. “Facilitation – Train Your Community Managers”
- Diane Hessan, CEO of Communispace (link)

9. © 2010 IBM Corporation
Leading Social Media Strategists Are Actively Developing Influencer Programs
99
For More Information
• Wikipedia Article Influencer Marketing
• WOMMA: Influencer Marketing Handbook
• Ant’s Eye View: Influencer Programs:
• Forrester: Three Ways To Create An Advocacy Program
• Zuberance: Advocates vs. Influencers
• Zuberance / WOMMA: Turning Facebook Fans into Brand Advocates
• Deloitte: A New Breed of Brand Advocates
• Book: Influencer Marketing by Duncan Brown and Nick Hayes
“Influencer marketing is powerful.
It harnesses natural
conversations to create trusted
recommendations that provide
tangible results“
- Sept 29 Tweet by @WOMMA
“Key decision-makers in all major markets operate
within communities of influencers. These
'ecosystems' are full of important individuals, whose
impact on purchasing decisions is both pivotal and
misunderstood.“
- Influencer Marketing by Duncan Brown and Nick Hayes ( Link
)
There are certain individuals and organizations that drive most of the discussion around
the topics that matter to your brand. It is important to reach and form relationships with
these influencers who have the potential to build…or tear down your brand name

10. © 2010 IBM Corporation
Social Gaming Will Become A Part Of Many Social Media Marketing
Strategies
1010
For More Information
• Bloomberg BusinessWeek: Zynga Tops Electronic Arts as Social Games Spread Link
• Nielsen: What Americans Do Online: Social Media And Games Dominate Activity Link
• Mashable: The Future of Gaming: 5 Social Predictions: Link
• IBM Center for Social Software Link
• TechCrunch: Social Gaming: Where We’ve Been, and Where We’re Headed (link)
“Zynga Game Network Inc.’s estimated worth surpassed
Electronic Arts Inc.’s stock-market value, a sign of the
ascendance of social-networking entertainment at the
expense of traditional video games.“
- Bloomberg Business, Oct 2010 (link)
Social Gaming may not be for every brand, but
this is an important trend in marketing. Playing
online games is favorite past time for many
people. Marketers have the opportunity to
reach people through games in ways they have
never been able to before
Drivers
• Social Networking / Facebook
• Consoles Being Connected to the Internet
• Gaming Is A Top Entertainment Choice
Inhibitors/Challenges
• Business Models (play for free vs.
subscription)
• Campaign Measurement Needs To Mature
Implications
• Expect A Trend Toward Niche Gaming
• Opportunity For Branding Virtual Goods
• Opportunity For Combining of Mobile and
Social and the potential impact on Retail.
http://www.appdata.com/
“The virtual goods market may reach $3.6 billion in 3years.“ -
- Atul Bagga - Analyst, ThinkEquity LLC, Oct 2010 (link)

11. © 2010 IBM Corporation
Online Gaming Now Ranks Second Behind Social Networks In Terms Of
Share Of U.S. Internet Time
11

12. © 2010 IBM Corporation
3. Mobile Marketing is Poised To Take Off
12
“Consumers are relying on their mobile phones for
more than talking and texting these days. They are
using them for everything from reading and writing
emails to watching the news, trading stocks, and
booking hotel rooms. Brands seeking a persistent
presence with their customers must have a
strategy to engage with their customers via mobile
phones.” - Forrester, Sept. 2010 (link)
“61% Of Carriers See Mobile Coupons As The
Dominant Form Of Mobile Marketing By 2015”
- MobileSQUARED, Nov 2010 (link)

13. © 2010 IBM Corporation
3. Mobile Marketing Is Poised To Take Off
1313
For More Information
• Wikipedia: Mobile Marketing Link
• Mobile Marketing Association: Link
• Econsultancy: Marketing Budgets 2010 study (link)
• Borrell Associates,, Oct 2010 (link)
• Dachis Group: Time for Mobile Experimentation (link)
“59 percent of mobile consumers plan to use
their mobile phone for holiday shopping and
planning holiday celebrations, not including
making phone calls” - Mobile Marketing
Association, Nov. 2010 (Link)
Look for mobile email, websites and applications to become
more viable channels in which to conduct marketing. The
combination of new devices, faster networks and new location-
aware technology, will fuel this steady march toward greater
significance. Some key mobile marketing trends to watch in
2011 include Location Based Services, Mobile Apps, Mobile
Gaming, Event-Based Mobile Marketing, and Augmented Reality
based marketing campaigns.
Drivers
• Growth/popularity of smartphones and tablets
• Mobile apps, browsers, and search are all improving
• Growth of location based apps
• Faster networks (4G arrives)
Inhibitors/Challenges
• Integrating mobile into the overall marketing strategy.
• Mobile marketing analytics
Implications
• The mobile Web is quickly becoming one of the most effective
marketing platforms and will see significant growth due to major
enhancements over the next year. Advances in device and
carrier detection, including specific device, provider, and location
are giving marketers a whole new dimension in targeting
• As mobile shopping grows, more research is needed to
understand how are consumers using their mobile devices for
product research and decisions
Mobile Proximity Marketing In U.S. to Reach
$750M By 2011 And Nearly $6B By 2015” -
Borrell Associates,, Oct 2010 (link)
“More than half of companies are planning to
increase their budgets for mobile marketing.” -
Marketing Budgets 2010, Econsultancy study (link)

14. © 2010 IBM Corporation
4. Personalized Marketing Capabilities Improve.
14
Unica: The State of Marketing 2010 (link)
Expect more personalization capability to be embedded in websites in 2011 as
analytic engines integrate data from other digital channels, including social media
marketing, mobile marketing, and email marketing.

15. © 2010 IBM Corporation
4. Personalized Marketing Capabilities Improve. More Marketers Customize
Website Messages To Individuals.
1515
For More Information
• Wikipedia: Personalized Marketing
• Coremetrics: Build Lift and Loyalty With Personalizd Product
Recommendations
• Unica Webinar: Achieving Interactive Marketing Success
“Marketers are focused on making their communications
more timely and relevant to recipients. To do that, they
need to build communications around the interests and
preferences of each individual customer or prospect. “
- Unica, Sept. 2010 (link)
Marketers will present personalized sites to these
customers by organizing information and prioritizing
it based on the individual's liking. Products and
services offered on those pages will be pre-
configured. “Anonymous” visitors to websites will get
customized messages based on referring URL,
search terms, geo-location and other insights
Drivers
• Consumers are now interacting via numerous
channels, generating transaction and behaviorial data.
• Consumers want content that is personalized to them.
Inhibitors/Challenges
• Integrating offline as well as online customer behavior
• Need to build and retain complete profile data
• Privacy issues
Implications
• Need to understand individual’s prior interactions and
transactions across all channels, in order to provide the
best offer or communication.
• Harvest information via marketing analytics in order to
build messaging plans that can be tailored to interests and
preferences of each individual.
“Personalized product recommendations are proven to
consistently increase sales, conversion rates, average
order value and customer retention“
- Coremetrics, Oct 2010 (link)
Unica: From Web
Analytics to Customer
Analytics: Making
Web Data Personal
(link)

16. © 2010 IBM Corporation
5. Social & Mobile Video Gains Momentum As A
Marketing Tool
16
“How can designers create these special
moments--this magic? And not just "viral
video" magic, but that everyday life magic of
the emotional connection that bonds people
with your brand. Can we conceive of the
complete story and lead people down a path
of creating smiles? “
- Fast Company “Coca-Cola's New Video Proves Brand
Happiness Can Be Viral”,Jan 2010 Link
Coca-Cola Happiness Machine (link)
“70% of global online consumers watch
online video. More than half of global online
consumers watch online video in the
workplace.”
– Nielsen, Aug 2010 Link

17. © 2010 IBM Corporation
Facebook has emerged as an important channel for the distribution of videos
17
comScore August 2010(link)
Facebook
now ranks
second in
the U.S.

18. © 2010 IBM Corporation
5. Social & Mobile Video Gains Momentum As A Marketing Tool
1818
For More Information
• Nielsen: The Global State of Video Consumption Link
• comScore: August 2010 U.S. Online Video Rankings Link
• Forrester (link)
• TubeMogul: Promising Numbers From Facebook Video Advertising. Link
• Mashable: How the Fashion Industry is Embracing Social Media Link
• Mashable: 5 Tips for Using Video to Grow Your Business in 2010 Link
“One-third of online consumers in the US regularly
watch user-generated videos on sites like YouTube“
- Forrester, Sept, 2010 (link)
Distributing video via your social networks is a powerful
way to imprint your images into the memory of your
customers and prospects. Video strengthens the
relationships you have with existing customers and it helps
prospects get to know you better. So in 2011, there will be
a focus among digital marketing professionals to
understand how to make the best use of Video Marketing
within Social Media Marketing Strategies and Programs.
Drivers
• Youtube consistently ranks in top 3 most popular
websites
• Consumers want video, and often engage more readily
with video content than written content
Inhibitors/Challenges
• Video production is often seen as expensive (but it does
not have to be)
Implications
• Incorporating video elements into your website can
increase your Google page rank and natural search results
• For research: What impact will pervasive video and
connectivity have on customers?
• Just like any other form a communication, video
marketing should be well thought out. It has to serve a
purpose, should be aligned with the audience as well as
authentic and informative.
“Mobile Video: is already used by 11% of global
online consumers: penetration is highest in Asia-
Pacific and among consumers in their late 20s“ -
Nielsen, Aug 2010 Link
“178 million U.S. Internet users watched online
video content in August for an average of 14.3
hours per viewer“ - comScore, Sept, 2010 (ink )

19. © 2010 IBM Corporation
6. Search Engine Optimization Gets Complex
19
Source: searchenginejournal

20. © 2010 IBM Corporation
6. Search Engine Optimization Gets Complex
2020
For More Information
• Wikipedia: Search Engine Optimization
• Search Engine Watch: Search Engine Ratings & Stats Link
• SEMPO Annual State of Search Survey (link)
• ATG, Inc., October 2010 (link)
• Forrester, June 2010 (link)
• EfficientFrontier, Oct 2010 (link)
“Search engine marketing will grow to $31 billion
by 2014“ - Forrester, June 2010 (link)
Search marketing is getting more complex as new technology
and new capabilities are emerging.
Drivers
• Social Networking sites like Facebook and Twitter
• Mobile search grows…will become a big part of search
• Localization provides new opportunities for paid search
Inhibitors/Challenges
• Country / Region Specific Search Engines
• Google search still ‘king’ (and will remain so), but
consumers are increasingly using social search engines
• Purchasing the right keywords is of critical importance
• Consumers want search to be simple, immediate, and
relevant.
Implications
• Advertising on Facebook and soon-to-be advertising on
Twitter to have an impact
• The best search strategies start with a sound understanding
of how and where customers perform their searches
• Integrate your search strategy into your overall marketing
strategy, covering all marketing channels.
• Marketers should be out in front of the emerging mobile
search developing mobile-friendly searchable websites,
services and payment capabilities.
“Early Facebook advertising results indicate that
this channel will add significant, successful scale to
digital marketing campaigns“ - EfficientFrontier, Oct
2010 (link)
ATG, Inc.,
October 2010 (link)

21. © 2010 IBM Corporation
7. Marketing Analytics Helps Make Sense From
All That Noise
21
“Predictive analytics allows us to
leverage unsolicited and unbiased
customer feedback and strategically
improve our business. We now can
also monitor competitor and industry
websites, including blogs and news
feeds, and other publicly available
textual information to maintain a
current view and better understand
how the public perceives our
competition” - Nino Ninov, vice president
of strategic research and analysis at Rosetta
Stone (link)
“Predictive analytics software allows us to uncover greater insight into our membership and identify areas of
opportunity to increase our satisfaction levels. Increasing awareness of our products and services, and also
creating new offerings that meet our members' changing needs and behaviors has lead to better service and
member understanding, and more strategic decision making.“ - Alan Payne, manager of member research and
development at Navy Federal Credit Union (link)

22. © 2010 IBM Corporation
7. Marketing Analytics Helps Make Sense From All That Noise
2222
For More Information
• MIT Sloan Management Review: Analytics - The New Path To Value
• Unica Webinar: Top 5 Ways to Leverage Web Data for Predictive Analytics
• Forrester Blogs : Predictive Analytics
• IBM Webinar: Optimization through New Intelligence: Marketing Analytics
• IBM Business Analytics website
“Top-performing companies are three times more
likely than lower performers to be sophisticated users
of analytics, and are two times more likely to say that
their analytics use is a competitive differentiator.“
- MIT Sloan Management Review (link)
The explosion of social conversations across the many
online channels is providing marketers with a never ending
stream of incoming data. The challenge for marketing
professionals is to turn all that data into insights and then
develop strategies/actions based on those insights.
Drivers
• Lots of data. Need to cut through all the noise.
• Need insights that can help drive decisions
• Driver three
Inhibitors/Challenges
• Lots of data. Need to cut through all the noise
• Integrating data from all sources (web, search, video,
mobile, and social conversations).
• Analytic tools tend to be too complex, requiring
specialized resources.
• How can marketers swiftly put predictive models in
action, so they deliver value rather than simply being an
intellectual exercise?
Implications
• Trend is towards easy to use analytic applications that
can monitor changes in consumer, constituent and
employee attitudes, uncover deeper insights, and then
predict key factors that will drive future customer
acquisition and retention campaigns.
“Success with business analytics requires more than
the data and algorithms. It requires a company
culture committed to using information for
breakthrough ideas and operations.“
- IBM Website (link)

23. © 2010 IBM Corporation
8. Real Time Web Assistance Connecting
Buyer With Subject Matter Experts
23
Today
Product Subject
Matter Expert
Customer visits website, then chats with contact
center to get answers to questions. For questions
that contact center can’t answer, a product
specialist calls the customer back at a later time
Contact Center
Customer
Trend 1
Contact Center locates and connects Product
Subject Matter expert into the chat room
where questions are answered immediately
Contact Center
Chat Specialist
Customer
Trend 2
Customer
Product Subject
Matter Expert
Product Subject
Matter Expert
Customer uses company expert locator system on website and connects with subject
matter expert via online community and/or social network sites (e.g. Twitter)

24. © 2010 IBM Corporation
8. Real Time Web Assistance Connecting Buyer With Subject Matter Experts
2424
For More Information
• Forrester Blogs: Online Customer Service
• Forrester: Making Proactive Chat Work
• Fretail Technology Review, October 2009 (link)
“44% of online consumers say that having
questions answered by a live person while in the
middle of an online purchase is one of the most
important features a Web site can offer“
- Forrester, June 2010 (link)
Your online customer has an “I want it now” mind set and they
expecting to find answers to their questions when they visit
your website. Real-time chat services have become popular
in the past few years to meet this need.
Drivers
• Customers expect real-time service / answers to their
questions…and on different channels.
Inhibitors/Challenges
• Strong unified communications systems needed
• Expertise Locator systems are in their infancy
Implications
• Proactive chat invitations might annoy some customers
• Users want to be able to receive real-time support and have
multiple options to contact a company
• Expert locator systems need to be built to enable linking
customers with in-house subject matter experts.
• Leading edge companies will test ways of linking high value
customers up to subject matter experts when those customers
have questions while visiting company websites.
• Leading companies will find ways to integrate Twitter and real-
time chat services to provide seamless customer service
experience.
“64% of consumers who have engaged with an
agent through a Chat session said they would
rather use this channel than speak with an agent
on the phone“
- Fretail Technology Review, October 2009 (link)

25. © 2010 IBM Corporation
9. Privacy Issues Continue
25
“ 88% of parents and 85% of
teens – want online companies
to get their opt in before the
companies use their personal
information for marketing”
- Common Sense Media, August 2010 (link)
- Lawyers.com Survey, October 2010 (link)

26. © 2010 IBM Corporation
9. Online Privacy Concerns Continue
2626
For More Information
• Forrester Blog Post: Facebook, Privacy & Lawmakers: What Should
Marketers Do? Link
• Jeremiah Owyang: Matrix: Challenges of the Social Technology Industry
Link
• Common Sense Media: Online Privacy: What Does It Mean To Parents
and Kids? Link
• Lawyers.com Social Networking Survey Press Release Link
• WSJ – Facebook in Privacy Breach Link
“As more individuals share information the greater
the risk that this content can cause harm by
malicious parties. Furthermore the more brands use
this data to do accurate marketing, the fear of ‘big
brother’ will increase”.
- Jeremiah Owyang, July 2010 (link)
Sharing information on websites and social networks
have benefits, but they also make our personal
information very public. Marketers need to guard
personal information carefully in order to maintain trust.
Drivers
• Social Networking, which is exploding, is all about
sharing information to friends on the Internet
• Anything posted on the Internet can get copied,
pasted, forwarded, search and viewed by unintended
audiences
• Consumers are demanding that website content and
online experience be customized and personalized to
their wants and needs.
Inhibitors/Challenges
• Terms of Service information tends to be lengthy and
complex to read / understand.
• Marketers need personal information in order to
provide personalized content that consumers want to
experience.
Implications
• Even when you believe your information is protected,
nothing is as private as you might think
• Government regulation will occur if the marketing
industry does not take privacy seriously
•
Credit: Common Sense Media (link)
“ 88% of parents and 85%
of teens – want online
companies to get their opt
in before the companies
use their personal
information for marketing”
- Common Sense Media, August
2010 (link)

27. © 2010 IBM Corporation
10. Digital Marketing Optimization Emerges as a
Priority
27
Altimeter, Nov 2010 (link)
“Many businesses now realize
they’ve lost intellectual control over a
seemingly galactic number of social
media projects and that there is too
much duplication, inconsistency, and
poor coordination between them. As a
result, organizations are seeking
ways to consolidate, optimize, and
bring focus to their social media
efforts”.
- Dachis Group: Sept 2010 (link)

28. © 2010 IBM Corporation
Digital Marketing Optimization Emerges As A Priority.
2828
For More Information
• Mashable: HOW TO: Optimize Your Social Media Marketing Strategy (link)
• Dachis Group: Introducing The Social Business Unit (link) and The 2010 Social
Business Landscape (link)
• Forrester: Optimizing Social Media in B2B Marketing and Product Management (link)
The past few years we have seen new ‘islands’
of digital marketing capabilities emerge within
marketing. For most companies these ‘islands’
are not well integrated into an overall cohesive
marketing strategy.
Drivers
• New channels,
• New technologies
• Experimental projects
Inhibitors/Challenges
• Lack of corporate wide social media policies
• Lack of skills
• Integration of digital strategy with traditional
strategy
Implications
• :Large enterprises need to centralize the
development of corporate wide social media,
processes, tools, and professions.
• In 2011 expect to see a focus from marketing
leaders to focus on optimizing and integrating
these separate initiatives into an overall
umbrella marketing strategy.
“Successful community marketing requires more than
setting up group pages on LinkedIn or posting videos to
YouTube”. - Laura Ramos, Forrester Research (link)
Overall Strategy Digital Execution
In 2011 social “strategists will start to infuse the most
trusted conversations of prospects and customers back
to the corporate website closer to the point of purchase
or during customer support.” - Jeremiah Owyang, Altimeter
Group,Nov 2010 (link)
Link
and
Optimize

29. © 2010 IBM Corporation
Thank You!
29