‘Earned’ Media Spending Likely to Increase in 2010

A study by the Society of Digital Agencies (SoDA) released today predicts a continued upward surge in digital media investment for 2010. According to eMarketer’s summary, “81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital.”

If the results from 2009 are an indication, the expected increase could benefit PR agencies with digital competency and/or divisions capable in competing with some of the work that bleeds over from interactive agencies.

“Unpaid/earned/proprietary” media, or more simply, earned/owned (i.e. content) was the category with the sharpest rise in spending by percentage, with nearly one-fifth of respondents reporting increases of more than 30%.

Also interesting is that stickiness, or, time spent on site supplanted uniques as the most important performance metric, at 28% to 24% (rounded). Compelling, conversational, and sharable are three keys to the marketing kingdom.

SoDA’s full 70-page “2010 Digital Marketing Outlook” is embedded after the jump:


Two Thousand and Ten Digital Marketing Outlook