Digiday Presents the Brand Investment Report

BRAND 2013

INVESTMENT
REPORT
Confidential & Proprietary

PAST,
PRESENT &
FUTURE
TRENDS

Table of Contents

1. Methodology: What, Who, & Why

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

2. Additional Coverage Areas

DIRECTION.ACCELERATION © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved

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?

Business goes on
to new heights

Inflection Point

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


Key Findings


Organizational Issues


Brands Are Evolving Their Organizations In Response to Digital….

1 in 2
In their current job for
3 of 5
With current employer
under 2 years under 2 years

1 in 8
Org is in flux
2 of 5
Work in matrixed orgs


But Many Marketers See a (Internal) Knowledge Gap…

91%
I am savvy about
digital marketing
89
My team is savvy
about digital

% marketing

79%
My company is savvy about
77%
Work in matrixed orgs
digital marketing


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
Say pace of change is
1 in 6
Say pace of change is

10
ACCELERATING
OUT OF CONTROL

3 in 5
Keeping track of tech developments
VERY/EXTREMELY important


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

27%
No longer think in terms of
digital vs. traditional
41
More $ should be spent on
digital vs. traditional

%
channels

75% 79%
Anticipate an INCREASED
Integrating across channels is FOCUS on achieving branding
VERY/EXTREMELY important objectives on digital platforms


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

70% Optimizing current spend
VERY/EXTREMELY important 77 Measurement of ROI for mobile &
social VERY/EXTREMELY important

%

79%
27% Grasp of ROI for
mobile POOR
16% Grasp of ROI for
social POOR


Marketers Are Embracing Many Tactics to Generate & Budget For Content

61% 30 55
Content generation Manage Varies on case-
VERY/EXTREMELY internally by-case basis
important

% %

25% 25 50
Comes out of
Have dedicated traditional Varies on case-
budget budget 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.


evan@storylinecorp.com

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


Digiday Presents the Brand Investment Report

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