Whitepaprs

White Paper Excerpt

Although the economy may be slowing, the digital march keeps going.

Audiences are spending a lot more time on the web and marketers are investing in programs to meet them there.

Still, there’s no doubt that, in 2009, the mood among marketers has turned more austere. Businesses are getting smarter about where they focus their time, dollars and energy, even in the digital realm. Many are looking to drive a higher return on their investment. And experimentation is giving way to tactics that will deliver ROI. These include public engagement, search and social networking — three themes that connect the major macro trends.

In the following white paper, the first in a monthly series, Steve Rubel, Edelman Digital’s SVP/Director of Insights, draws on members of the Edelman team, as well as research, to highlight five digital trends to watch for 2009. Each includes a specific recommended actions.

The five trends covered in this white paper…

1. Satisfaction Guaranteed

   Customer care and PR are blending as consumers use social media to demand service

2. Media Reforestation

   The media is in a constant state of reinvention as it transitions from atoms to bits

3. Less is the New More

   Overload takes its toll. Gorging on media is out. Selective ignorance and friends as filters are in

4. Corporate All-Stars

   Workers flock to social media to build their personal brands,  yet offer employers an effective and credible way to market in the downturn

5. The Power of Pull

   Where push once ruled, it’s now equally important to create digital content that people discover through search

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brands, media, social media, trends, twitter