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1、The State of Digital Marketing 2010 Panel Discussion TranscriptBy Piet Levy, staff writer for Marketing Newsplevyama.orgIn January, Marketing News assembled an exceptional panel of digital marketing experts Forresters Emily Riley, Razorfishs Pete Stein and SAS Institute Inc.s David B. Thomas to talk
2、 about the state of digital marketing today and in the future. Below is a complete transcript of the conversation. Beginning March 8, you can also listen to the discussion in a special edition of the American Marketing Associations MarketingPower podcast series, available to download at MarketingP.
3、Excerpts from the 45-minute discussion appear in the March 15 issue of Marketing News, the magazines first digital special edition. That article, “The State of Digital Marketing,” is also available to download at MarketingP. Marketing News: Pete, you will get first dibs on our first question. In you
4、r opinion, how large a role should digital marketing play in 2010?Pete Stein, president of the Northeast region for digital agency Razorfish Inc. in Seattle: Well first I just want to say thanks for having me here; Im really excited to be a part of the panel. And I think digital is going to play a p
5、retty massive role this year, and obviously its share of the marketing mix is going to grow, but to me the biggest impact its going to have is on the evolution of a companys culture and its communication. And I think its a real opportunity this year for companies to push toward deeper engagement wit
6、h consumers, toward greater listening and towards new measurement models. My hope for this year is that all of our clients and advertisers generally will start to take advantage of that side of digital.MN: So Emily, lets take it to you though, if theres anything to add to that, and again, trying to
7、get a sense of how large a role should it play, what would you say, what would you advise?Emily Riley, principal analyst and research director specializing in interactive marketing at Forrester Research Inc. in Cambridge, Mass.: Sure. So I think were still in a world where the TV budget is going to
8、be the lions share of the budget, and if you look at the spending itself and the numbers, yeah, digital is certainly growing, but its not as big as TV. So what is the role that it plays? Well I think its really, and Pete started off talking about this and I absolutely agree, the heart of it is thats
9、 where the conversation is happening with the consumer. Thats where the consumer does its product research, thats where they confide in each other and ask questions and make brand decisions. And so its a very, very key part. Even if it doesnt command the highest dollar amount, it really should requi
10、re the most critical thinking, because this is again where youre really going to make or break your relationship with your customer.MN: Excellent, excellent point. So Dave, what would you add to that? How large a role do you think digital marketing should play in 2010? You see this day in and day ou
11、t. Whats your opinion then?David B. Thomas, social media manager at Cary, N.C.-based SAS Institute Inc.: I think 2009 was the year that a lot of companies did some investigation and played around a bit and got their feet wet. And I think 2010 is the year that we need to start making social media a p
12、art of peoples jobs and seeing how it fits in across the organization. Im not the first person to say this by any means, but social media is going to be the way to determine your relationships with customers, whether its your tech support, your customer support, your marketing sales, public relation
13、s. We really need to start looking at social media as another tool in the marketing mix that supports your existing marketing objectives and figure out how it fits in to everybodys role.MN: So Pete, do you see, talking about the continuation from 2009 to 2010 that Dave was talking about, how do you
14、see that role kind of changing? How much larger will digital be this year as opposed to last year? PS: Well, I hate to say it, but I think were still a little bit of a side act. I do think 2009 was the year to Davids point that it became a C-level discussion, and it really did. This was the year whe
15、re we got called in, if we were working with, you know, the direct marketing team, this was the year that the brand marketing team wanted to talk to us. This was the year that the CEO wanted a special report on digital. This was the year where we really had an audience at the C-suite level, so that
16、was great. But as Emily said, television is still central, and digital is going to be, in my mind, still a bit of a supporting act in this year. Thats why my hope is that while it wont be center stage, its an opportunity for us to start to change the way organizations go to market, start to change the way they interact with their consumers. MN: So do you think it should be center stage? Or do yo
