Skip to main content

Digital Marketing Metrics and Reporting Shifts


eMarketer reports that digital marketing survived the downturn, and marketers worldwide are now bullish about the prospects for growth in 2010, according to the latest market study by the Society of Digital Agencies (SoDA).

Their report found that 81 percent of the marketing executives surveyed expected an increase in digital projects in 2010, and one-half will be moving funds from traditional to digital budgets.

More than three-quarters also think the current economy will push more allocations to digital marketing projects. Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure.

While social media marketing looks set to stay top-of-mind, a majority of respondents considered a wide range of digital activities to be important, with only games failing to inspire widespread interest.

As paid traditional media investments stagnated or decreased, paid digital spending has held steady or gone up, usually by less than 30 percent. But unpaid media spending has seen the sharpest rise, with nearly one-fifth of respondents reporting increases of more than 30 percent.

Climbing unpaid-media spending is likely an effect of the increased emphasis on social networks, where the most effective efforts are earned, not bought. Marketers are looking closely at measures of engagement. Respondents considered time spent on a site to be the most important performance metric, followed by unique page views.

Despite a bright outlook for digital, the SoDA report warned marketers that they must keep pushing for advances in the channel.

"Digital agencies must avoid complacency at all costs and continue to focus on driving innovation as well as engaging consumers with relevant dialog in uncharted and fast-moving channels," said Steve Wages, interim executive director of SoDA, in a statement.

Popular posts from this blog

2022 Tech Trends Outlook: What Happens Next?

This year may very well be another period of unprecedented challenges and opportunities. In 2022, several highly anticipated technology-related advancements will NOT happen, according to the predictions by ABI Research. Their analysts identify many trends that will shape the technology market and some others that, although attracting huge amounts of pundit speculation and commentary, are less likely to advance rapidly over the next twelve months. "The fallout from COVID-19 prevention measures, the process of transitioning from pandemic to endemic disease, and global political tensions weigh heavily on the coming year's fortunes," said Stuart Carlaw, chief research officer at ABI Research . What Won’t Happen in 2022? Despite all the headlines and investments, the metaverse will not arrive in 2022 or, for that matter, within the typical 5-year forecast window. The metaverse is still more of a buzzword and vision than a fully-fledged end goal with a clearly defined arrival d

Digital Transformation for the Oil and Gas Sector

The savvy CEOs of multinational organizations will accelerate their investment in digital transformation projects in 2022, and beyond, to improve their competitiveness. Every industry leader that is forward-looking will act swiftly to grasp the upside opportunity. Global oil & gas companies face a myriad of operational, commercial, and existential security threats. According to the latest worldwide market study by ABI Research, oil & gas firms apply digitalization to combat these threats and will spend $15.6 billion on digital technologies by 2030. Oil & Gas Digital Apps Market Development Investments in digitalization can help to analyze a supply pipeline’s condition, prepare for fluctuations in the changing prices for oil and gas, as well as aid action plans to create more sustainable operations and transfer to producing renewable energy sources. "Safety and Security are top priorities for oil & gas operators. Data analytics allied with IoT platforms have become

How Ride-Sharing Apps Changed Local Transport

Building on significant advances in disruptive mobile app technology, ride-sharing services have emerged to become a popular means of urban mobility. This is unsurprising given the advantages of ride-sharing options over traditional transport modes, such as buses and more expensive taxis. Innovative ride-sharing platforms enable app users to customize their journeys according to real-time phenomena, such as nearby traffic conditions, time of day, and rider demand. However, this is not to say that ride-sharing services are perfect. The popularity of ride-sharing has resulted in some additional traffic congestion in major cities already struggling to control this issue, while the widespread disruption caused by the pandemic affected most stakeholders within the local transportation value chain. Ride-Sharing App Market Development According to the latest worldwide market study by Juniper Research, ride-sharing spending by consumers globally will exceed $937 billion by 2026 -- that's c