The 2011 Digital Marketer: Benchmark and Trend Report Connect with today’s unique and empowered customers Experian” Marketing ServicesForeword This past year, we've seen and experienced remarkable change in terms of the ‘economy and its effect on consumers and marketers alike. The emergence of new media and an ever-growing population of highly connected and empowered consumers has challenged brands to work smarter and more effectively to stay engaged and relevant. In this environment of constant, hyper-innovation, very little remains the same. ‘The broad availability of smartphones, and the iPad along with the rest of the tablets, is set to revolutionize the opportunities for mobile marketing. Other dramatic changes that occurred in 2010 that will have long lasting impact on how we market to consumers include the dominance of Facebook, the dramatic ‘growth of group buying sites and the renaissance of addressable advertising. Technical innovations aside, we'll also need to account for and recover from our unprecedented focus on steep discounting as the antidote to consumers’ unwillingness to spend. ‘The fundamentals of today's consumer-driven market have been altered to the point that some economists are saying that many of us have re-calibrated our purchase behavior to a “new-normal” of reduced discretionary income, low home values, and less willingness to take on debt. The economic outlook for 2011 is mixed, as rising consumer confidence and spending is atrisk of being stifled by increasing oil prices. ‘So, given the complexity of digital channels, the myriad of customer data and changing consumer behavior, what will make for a successful digital marketing strategy in 2011? The only answer is to focus on abetter understanding of ourcustomer. Inthe pages that follow, you'l find detailed analysis and data drawn from the breadth of experience and expertise of Experian Marketing Services, aleaderin digital marketing In2011, there's one thing you can count on —change will endure. At Experian Marketing Services we look forward to being your partner in navigating that change through a better understanding about consumers and the best way to engage them. Cheers to successfully marketing forward. Bill Tancer PE General Manager, Global Research, Experian Marketing Services ‘Author of Click: What Millions of People Are Doing Online and Why It Matters