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July 29, 2010 Midyear Planning: Predictions For 2011Marketers Move Toward Multichannel Planning And Executionby Emily Riley, Nate Elliott, Augie Ray, Shar VanBoskirk, Michael Greene, Melissa Parrish, Sean Corcoran with Kate van Geldern, Sarah Glass, Jennifer Wise, Angie Polanco |
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Executive Summary
Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect budgets to stay the same or improve, which means that there is room for innovation and experimentation in the coming year. The most important theme for 2011 is "multichannel planning." In order to spend budgets wisely, marketers must find synergies between channels — from using search behavior to target display ads to making social engagement more mobile friendly — and press partners for proof of unduplicated value within them.
This is an excerpt
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