Toolbox.com's takeaways and implications for B2B marketers from the recently published 2010 Digital Marketing Outlook by the Society of Digital Agencies.

1. 2010 Digital Marketing Outlook Report from the SoDA Includes Analysis of the Impact on B2B Marketing2/4/10

2. 2010 Digital Marketing Outlook: Change in Marketing Spend 2

4. Included vendor and service providers, as well as freelance and independent practitioners

6. Marketers Foresee Increase in Digital Projects Compared to last year, are you projecting an increase or decrease in the amount of digital projects/work in the current economy? 5

7. Shifting Funds from Traditional to Digital Media 6 Compared to last year, are you (or your clients) shifting funds from traditional to digital media?

8. Economic Challenges Will Increase Digital Marketing How do you believe the current economic challenges will affect the digital marketing industry in the long run? 7

9. Top Priorities in Digital Marketing for 2010 Which of the following is top priority in 2010? 8

10. 2010 Digital Marketing Outlook: Evolving Social Media Strategies 9

12. Brands can be seamlessly integrated into everyday lives of consumers

13. Execution must extend beyond the single touchpoint or the consumer will find other brands to better fulfill his or her needs Toolbox.com’s Takeaway Consumers are increasingly connected throughout the day via digital channels. For the B2B marketer, this trend represents an opportunity to establish a presence where customers gather, increase touchpoints, share information, and solidify brand awareness among clients and prospects. From: “How CMOs Will Harness Digital Platforms in 2010 to Forever Change The Way Consumers Interact With Brands”

14. Summary In 2010, and the years to follow, the burden of success will have less to do with simply getting noticed and everything to do with driving participation Consumers today expect a joystick – whether real or metaphoric – with which to control their media, entertainment, relationships and consumption Most importantly, marketers will increasingly need to draw upon the principles of gaming in order to understand, enable and communicate with a population that relishes a game in any form Toolbox.com’s Takeaway Social media contributors and consumers are driven by the same spirit of competition and self-improvement that motivates gamers. Establish your company’s relevancy in these interactions by recognizing and supporting user merit systems in the social media space to transform the highest achievers into champions of your brand. 11 Game Principles Reflected in Digital Marketing From: “Play Marketing: How The Principles of Gaming Are Changing The Conversation”

15. 12 The Future Belongs to Mobile Technology Summary Nielsen reports that one quarter of all phones sold last year were smartphones 40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen) Mobile is unique among marketing vehicles in that it effectively bridges the gap between the analog and digital worlds. The net effect can dramatically amplify the effect of marketing communications Toolbox.com’s Takeaway With an ever-increasing number of consumers using mobile devices for a variety of everyday tasks, mobile will be a strong play for B2B marketers in 2010. The mobile platform is tomorrow’s essential collaboration tool, necessitating an equally important shift to applications that directly support the use of social media by the mobile business workforce. Toolbox.com’s Beta iPhone App From: “40% of Your Opportunity is Shifting to Mobile...Are You?”

16. Viral Marketing: Powered by the Consumer Summary Viral isn’t what a marketing campaign is, but how that campaign spreads How & Why People Share Contributing (1-to-Many) Broadcasting (1-to-World) Gifting (1-to-1/Few) Toolbox.com’s Takeaway B2B marketing efforts should start with an understanding of the needs and motivations that guide consumer decisions and social behaviors. A truly viral campaign is chiefly driven by the worth and relevancy of its content; each consumer who passes the content becomes an ad-hoc brand champion. From: “Stop Spreading Viruses & Start Giving Gifts” 13

17. Evolution of the Social Media Consumer Summary Consumers are more connected to brands and each other than they ever have been before Social media-fueled technology and behavior is responsible for more content consumption choices than ever Brands are going to have to not only up the ante when it comes to content creation, but figure out efficient ways to get that content in front of the people most likely to share it with others Toolbox.com’s Takeaway The two-way conversational capability which attracts consumers to the social media platform makes it ideally suited as an enhancement to existing Customer Relationship Management systems. Integrating social media into every level of the B2B relationship is an important step toward moving prospects from awareness to consideration to final decision. From: “The Social Evolution of Consumer Consumption and How It Will Impact Your Marketing Plans” 14

19. Company beachhead in relevant communities

20. Integration of content in mobile apps

21. Lead nurturing via social CRM

23. Search ads

24. Lead generation – white papers, webcasts

25. Branding - IMUs, larger units, microsites

26. E-mail – list rentals

28. Branding – buttons, banners

29. E-mail – newsletters, list rentals2004-2009 2010-2015 1996-2003