The Society of Digital Agencies 2010 Outlook

SODA makes stuff worth reading. Take their word for it:

Some notable indicators from the survey that substantiate this bullish POV:

  • 81% of Brand Execs expect an increase in digital projects for 2010
  • 50% will be shifting funds from traditional to digital media
  • 78% of global participants believe the current economy will actually spawn more funds allocated to Digital

The next generation of Digital is upon us:

  • “The web can be anywhere, and physical interaction with brand and the extension of commerce into the real world are the convergence point in the next wave of digital marketing.” – Peter Connolly, Obscura Digital
  • “The most important outcome of the smartphone revolution isn’t sales, but rather the shift in the cultural expectations of the device. In just two years, the iPhone has quickly ascended to pop-cultural icon, and has shifted the way that mobile devices impact consumers’ lives, attitudes, and how they, in turn, view the role of a mobile device to support their daily needs.” – Brian Chiger, AgencyNet
  • IPTV will be the catalyst for “a move away from the ‘interruptive’ advertising model that dominates television today, toward the idea of enhancement, in which brands support new contexts for viewing.  This might be through design, such as a branded frame around a video; through application, like the ability to mark products within programming for further information; or through interactivity, like ads that change up in response to a change in viewer.“ – Dale Herigstad, Schematic
  • “Augmented Reality has the potential to transform the digital landscape, merging online and offline in many creative ways. It is among the most interactive digital tools available to marketers, delivering unparalleled experiential engagement.” – Richard Taylor, IE

Two Thousand and Ten Digital Marketing Outlook