Digital Outlook Report 09

This comprehensive report discusses digital communications and the outlook for these forms of media as both expenditures and as sources of influence in social marketing. Of specific interest may be the discussion of the evolution of research and measurement, which addresses:

1. Bringing media mix models into the digital era - Most major marketers conduct some form of media mix modeling but the results are sometimes erratic. The digital media causal relationship makes the media mix model variable.
   
2. Social influence research - To understand an individual's influence across social networks, social graphs must be included in research methodology.
   
3. Social media measurement - As businesses develop new ways to approach consumers, the impact of social media may be understood by developing a framework and model for understanding and benchmarking behavior, by using technologies to track viral media efforts, and by creating metrics around engagement and social impacts that can be tied to sales, conversions, or brand perceptions.