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The dramatic change in the way information propagates has triggered a normal switch in user’s media consumption habits with year over year increasing budgets going into new media. The level of digital investment varies according to advertiser’s market segment, with Telecom being the no 1 spender both in 2009 and in 2010.

Have a look at how much has been spent so far on digital, check out the digital channels preferred by advertisers and make an opinion about where to invest your next digital budget.

Find the detailed breakdown of the digital marketing budgets invested in 2010 together with a forecast for 2011.

When it comes to digital, 4 facts are continuously changing the communication landscape, making it practically impossible for marketers to apply the same communication strategies they have been applying in traditional channels (TV, radio, print, outdoor). Crowdsourcing has made it impossible for creative people and brands to launch campaign ideas that are not sensitive to consumer feedback. Blogging has created a new type of influencer, the one that shares with readers not just ideas, but details about his/her private life. The man behind the editorial is revealed, and people tend to trust or distrust the person, instead of just the article.

Read this chapter to find out what’s changing in the way we communicate with online consumers.

The rise of Smartphones and tablets is an opportunity for advertisers. With 1 out of 10 mobile phones sold by mobile carriers in Romania being a Smartphone, and with 3.32 million mobile broadband connections by June 2010, mobile as a new communication channels wins enough momentum to be taken seriously as a media channel.

How can we reach customers through mobile? From mobile website, to mobile applications and SMS marketing, the range of potential new approaches is substantial and the feedback received so far from mobile users says that this market has potential.

Last year was definitely a year of digital creative revolution that represents a milestone in the way creative advertising will develop from now on.

Why creative minds cannot act anymore based on the same approaches & tactics used so far in traditional advertising? This is the stem we are addressing in this chapter. Is it because in the digital world the creative ego does not last for long, being swallowed by the creative mind of the online community? Or is it because creativity has to be redefined when we talk digital?

Since the consumer is the main driver behind all the changes discussed in the previous chapters, we thought it useful to peep into our digital consumer’s mind and to understand the structural changes that happened there, with the rise of digital. The new found land created a new consumer, with significantly different needs and slightly different reactions to our messages. Not knowing what’s different in the consumer’s mind is risky and it might endanger your brand by unleashing a nonreversible negative reactions from your public.

In this chapter we identify 5 pillars that define the digital consumer/public hoping that these might help you when you draft your communication strategy.