In a post at Forbes.com, David Edelman makes a point about digital marketing as “the manifestation of a massive shift in perspective, from being a brand that pushes ads and promotions to one that publishes content and applications that help consumers buy and bond with the brand.”

One of the interesting things that happened recently was this email I got from a company who was looking for a technology partner who could do customization on Alfresco, an open source content management system. Alfresco is actually something we use internally. Anyway, one of the contacts mentioned that he was subscribed to “open source” via Google Alerts and with this subscription, stumbled on one of our blog posts or online articles — and decided to contact us. Now, ain’t that interesting?

Just imagine if I had all the right content published — then I guess I wouldn’t have to budget for Adwords, which really didn’t work for us, even if the campaigns were generating clicks.

Let’s take a look at some stats.

According to a recent study, spending on digital marketing is forecast to reach $119.6 billion in 2010, overtaking the $111.5 billion projected spend for print. The study also highlights that US spending on advertising and marketing will reach $368 billion in 2010, up 1.2% from 2009.

B2B marketers (that’s me!) spend over one-half of their digital budgets on their websites, according to Outsell.  That commitment is expected to increase 7.5% this year. Search engine marketing, which accounts for the second- largest share of the B2B marketing spend (15%) is expected to increase 17%.

Investments in social networking and webinar-related spending are also expected to increase, 43% and 26%, respectively. (MarketingProfs)

In another similar study, it’s predicted that digital marketing will account for 24% of overall marketing spend in 2010, and 28% of firms are shifting at least some of their overall marketing budgets from traditional to digital channels. (Searchengineland)

Now, creating content is not all that difficult. It is if you’re NOT listening to your customers and finding out what is it they need. Customers are more concerned about what they want. If you can “provide a story that helps them understand how you can bring value to their own view of the world, then you will win the day.”

Posted on 08.05.10 to Uncategorized by Macelle. Subscribe to follow comments on this post. No comments yet. Add your thoughts or trackback from your own site.

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• « Exist Interactive, from Strategy to Engineering
• » Graphika Manila 2010