2009 Institute for Staff Development Students Today, Leaders Tomorrow Web Design

PASSION?

What does mean?

Web design

Web development or simply “dev”

And now behind the curtain

Employability skills and education

Client management and studio management

Creatives

Producers or project managers

1. consumer behavior knowledge desired business goal 3. understand revenue model 4. competitive landscape study 5. lifestyle profiles 6. points of uniqueness 7. liabilities to manage 8. brand strategy 9. tone 10. communication strategy 12. measure/refine Situation Overview hero brand strategy ever- changing influencers integrated execution product strengths weaknesses roi 11. media delivery 2. industry knowledge Strategist

Media Planner and buyer

Interactive Director

Testing or QA

Analyst

Site maintenance

Questions?

Cha, Cha, Cha, Changes.

Social Media or Social Networks

Big change

Questions?

Trends

HTML sites

Flash sites with integrated video

Banners

e-newsletters

Microsite

Viral

Questions?

Digital Marketing Outlook Presented by: The Society of Digital Agencies

Compared to last year, are you projecting an increase or decrease in the amount of digital projects/work in the current economy? “S o don't expect as many flashy advertising campaigns on TV in 2009, as the ROI from such campaigns is pure guesswork. The smart companies will be using highly measurable low-cost digital marketing techniques to drive profitable real-time ‘recessionary marketing tactics' focused on tightly-defined market segments.” - BI & CRM, Bloor Research,December 22, 2008, % of Survey Respondents Society of Digital Agencies Digital Marketing Outlook

Advertiser Optimism Next Six Months Majority of Advertisers Plan to Increase Digital Marketing Spend AGENCYMARKETER INCREASEMAINTAINDECREASEINCREASEMAINTAINDECREASE Broadcast TV14%51%35%19%26%55% Cable TV27%55%18%24%42%33% Local Newspapers 5%38%57%4%32%64% Magazines16%34%49%11%30%59% Mobile52%35%13%58%16%26% National Newspapers 4%42%54%7%21%71% Online Display51%33%17%52%30%17% Online Research56%34%10%47%42%11% Outdoor21%57%22%8%48%44% Radio16%47%38%27%31%42% Society of Digital Agencies Digital Marketing Outlook *2009 Advertiser Optimism Report, February 2009 Red: More will Decrease than Increase Ad Spending Next Six Months Green: More will Increase than Decrease Ad Spending Next Six Months

Change in Online Marketing Spending in 2009 According to Senior Marketing Executives Worldwide (% of respondents) INCREASEFLATDECREASE Word-of-Mouth/ Social Media77%12%11% Search Marketing76%18%7% Mobile Marketing75%14%11% Behavioral/Contextual Marketing70%22%7% Lead Generation63%29%9% CRM/Analytics60%31%9% Video Advertising60%24%16% Marketing58%31%11% Online Gaming51%30%18% Online Media Buying/Planning47%40%13% Affiliate Marketing46%35%19% Web Development39%38%23% Market Research27%50%23% Display Advertising26%29%45% Society of Digital Agencies Digital Marketing Outlook Note: Numbers may not add up to %100 due to rounding. - Ad Media Partners, January 28, 2009; Posted on

Has your company increased or decreased personnel in the areas that support digital marketing initiatives? Decreased and may decrease further Decreased but currently hiring Stayed the same Stayed the same but currently hiring IncreasedIncreased and currently hiring % of Survey Respondents Society of Digital Agencies Digital Marketing Outlook

How do you believe the current economic challenges will affect the digital marketing industry in the long run? Society of Digital Agencies Digital Marketing Outlook

48 The importance of each of the following in 2009

49 Importance of Digital Initiatives in 2009 NOT RELEVANTLOW IMPORTANCEIMPORTANTTOP PRIORITYRATING Digital Infrastructure (websites, tools, etc) 1.3%4.5%42.6%51.6%3.39 Digital Advertising2.1%16.7%48.1%33.0%2.93 Mobile6.7%30.3%42.6%20.4%2.4 Widgets12.7%42.8%36.8%7.7%1.84 Social Networks/Applications2.4%20.8%50.1%26.8%2.78 Viral Campaigns6.2%32.7%43.2%17.9%2.34 Blogger outreach (getting bloggers to write about you or your clients, products, or services) 6.0%33.8%44.7%15.6%2.3 Blogging integration (integrating blogging capabilities into web sites) 5.9%31.6%45.2%17.3%2.36 marketing8.3%36.4%38.7%16.6%2.19 Search optimization3.2%18.1%46.0%32.8%2.87

Which of the following are top priority in 2009? 50% of survey respondents consider Digital Infrastructure, which includes websites and online tools, to be their top priority. TOP PRIORITYIMPORTANTLOW PRIORITY Digital Infrastructure51.5%42.8%5.7% Digital Advertising32.8%48.3%18.9% Search Optimization32.5%45.9%21.6% Social Networks/Applications26.9%50.1%23% Mobile20.4%42.9%36.7% Blogging Integration17.4%45.3%37.3% Viral Campaigns18.1%43%38.9% Blogger Outreach15.8%44.8%39.4% Marketing16.5%38.9%44.6% Widgets7.7%37.2%55.1% Society of Digital Agencies Digital Marketing Outlook A just-released survey from eMetrics Marketing Optimization Summit reported that businesses plan to increase or maintain their budgets for: , Online Advertising, Keyword Search Campaigns, Social Media, and Video Advertising. - Economic Outlook for 2009 and Its Impact on Marketing Budgets, Marketing-Budgets, Marketing-Budgets

Which tools / products will you or your organization use in 2009 IMPORTANT TOOL FOR US LIGHT USEDO NOT USE NOT SURE WE USE NEVER HEARD OF Aptana1.4%6.2%24.6%9.9%57.9% Blogger6.8%29.5%50.9%9.6%3.2% Coda7.1%12.4%37.8%12.9%29.7% Dreamweaver44.8%31.1%19.8%2.4%0.9% Eclipse13.6%12.7%36.0%9.5%28.2% Expression Blend1.9%7.5%46.2%9.8%34.7% Expression Web1.9%8.6%48.6%8.6%32.2% Fireworks18.4%33.6%39.1%5.0%3.9% Flash87.5%9.9%1.7%0.9%0% Flex32.3%30.9%27.0%5.5%4.3% GoogleType3.0%12.3%54.1%13.5%17.2% iWeb0.9%6.3%64.7%9.8%18.2% Movable Type4.0%15.0%56.9%10.5%13.6% Text Editor32.4%35.0%21.3%6.5%4.9% Typepad9.1%23.8%47.9%11.0%8.2% Visual Studio19.2%17.6%49.6%9.1%4.4% WordPress37.0%33.6%21.1%5.7%2.5% Zend Studio6.8%7.8%41.9%11.1%32.5% Society of Digital Agencies Digital Marketing Outlook

Which technologies / languages are most important to your company in 2009? Society of Digital Agencies Digital Marketing Outlook

What technical skill sets, if any, will you look to hire or contract for in 2009? Society of Digital Agencies Digital Marketing Outlook

Final Questions?

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