Ten recommendations for overcoming planning obstacles in your digital approach for 2010.
With the exception of 2009, every research report since the beginning of digital marketing has been touting the growth of digital spending as a portion of total marketing spend. The year-over-year percentage rise has been dramatic, as is fitting when you're starting with small numbers. But the percentage of spend still doesn't approach the percent of time consumers spend with digital content.
Marketers have responded to try and close that gap. The trend to spend more on digital and less on traditional channels has been rewarded with new levels of consumer engagement and with performance data that helps to justify even larger digital spends in the next budget cycle. Forrester's recent U.S. interactive marketing forecast reported that 60 percent of marketers intend to increase their interactive marketing budgets. They will do this by reducing their spends in other, more traditional, channels like direct mail, print, and TV. But there are still numerous obstacles to finding confidence in your marketing mix and achieving the right balance that optimizes results.
Obstacles to Smart Online Marketing Planning for 2010
Recommendations to Overcome Obstacles in Your Digital Approach
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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