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2009DOR

2009DOR

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Published by RazorfishUK
I am pleased to share with you the Razorfish Digital Outlook Report, which we publish each year to help marketers make smarter decisions about where to invest in digital marketing. This is the fifth year we’ve published the DOR, and this time, around the following themes jump out:

• Advertisers need to figure out the emergence of a long tail of television, as Terri Walter explores in her essay, “The Digitalization of Television.” TV is alive and well, but the viewing experience is morphing from people watching generic programming on a box to experiencing interactive, niche content across TV sets, mobile devices, gaming systems, and other platforms.

• In 2009, marketers are waking up to the power of the social influencer, a point that comes through most prominently in Shiv Singh’s essay, “Trends in Social Influence Marketing.” We use the phrase “social influencer” with care. One of our main contentions is that while many enterprises have obsessed over the disruptive nature of social media, the real power has continued to grow among the influencers themselves, and will continue to do so.

• In looking at the nature of our clients’ digital spend for 2008, we observe that we are in the second year of a major shift away from portals toward niche targeting over a wide array of media choices. This fragmentation reflects a trend in consumers’ media consumption behavior toward “snacking” on a wide array of digital content. For more detail, please see “Shifting Their Focus: A Look at 2008 Digital Ad Spending by Razorfish Clients.”
I am pleased to share with you the Razorfish Digital Outlook Report, which we publish each year to help marketers make smarter decisions about where to invest in digital marketing. This is the fifth year we’ve published the DOR, and this time, around the following themes jump out:

• Advertisers need to figure out the emergence of a long tail of television, as Terri Walter explores in her essay, “The Digitalization of Television.” TV is alive and well, but the viewing experience is morphing from people watching generic programming on a box to experiencing interactive, niche content across TV sets, mobile devices, gaming systems, and other platforms.

• In 2009, marketers are waking up to the power of the social influencer, a point that comes through most prominently in Shiv Singh’s essay, “Trends in Social Influence Marketing.” We use the phrase “social influencer” with care. One of our main contentions is that while many enterprises have obsessed over the disruptive nature of social media, the real power has continued to grow among the influencers themselves, and will continue to do so.

• In looking at the nature of our clients’ digital spend for 2008, we observe that we are in the second year of a major shift away from portals toward niche targeting over a wide array of media choices. This fragmentation reflects a trend in consumers’ media consumption behavior toward “snacking” on a wide array of digital content. For more detail, please see “Shifting Their Focus: A Look at 2008 Digital Ad Spending by Razorfish Clients.”

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Categories:Types, Research
Published by: RazorfishUK on Mar 20, 2009
Copyright:Attribution Non-commercial

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01/30/2013

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digitaloutlookreport
09
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The ollowing report contains statements that are orwardlooking, including expectations and predictionsregarding uture industry trends and developments. Actual results may dier materially rom our expectations orprojections. This report also contains opinions, estimates, and orwardlooking statements by industry leaders.Such statements are the personal opinions o the individuals quoted and should not be attributed to any otherentity or individual. Readers are cautioned not to place undue reliance upon orward-looking statements, whichspeak only as to the date o this document. Except as required by law, neither Razorfsh, LLC nor any o itsafliated entities undertake any obligation to update any orwardlooking or other statements in this document,whether as a result o new inormation, uture events or otherwise.© Razorfsh, LLC. All rights reserved.

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