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The 3 trends driving digital marketing spend in 2012

The 3 trends driving digital marketing spend in 2012 Brian Fetherstonhaugh

Forrester Research forecasts that U.S. interactive marketing spending will reach $76.6 billion by 2016. That's the amount we're spending on television today.

OgilvyOne CEO Brian Fetherstonhaugh says his company is following consumer habits, and putting its dollars in the areas where consumers are putting theirs.

"Our business has transformed in the past six years from 25% digital to 80% digital."

Here are the three main areas Brian says companies should be spending their digital marketing budgets this year.

Clip highlights

0:00 - The three trends driving spend in 2012
0:35 - When social gets together with commerce
1:00 - An online fashion show with Louis Vuitton
1:20 - The mobile adoption curve is mimicking the internet adoption curve
2:20 - Learning consumer digital body language

Are brand budgets following agency budgets? Brian says OgilvyOne's clients have started to spend "real money" in digital.

Clip highlights

0:00 - Our budgets are following consumer behavior
0:45 - The new marketing budgets

We also asked Brian what he thought was the biggest surprise from 2012. Find out what familiar name brought in not only 35 million television viewers, but over 1.3 billion earned impressions.


In the course of the past 25 years, Brian Fetherstonhaugh has worked hands-on with many of the world’s leading brands including, IBM, American Express, Cisco, Coca-Cola, Motorola, Unilever, Nestlé, Kodak, and Yahoo!

Today, Brian leads OgilvyOne Worldwide, the interactive marketing and consulting arm of the Ogilvy Group. With more than 4,000 staff in 50 countries, OgilvyOne is at the forefront of the digital revolution. In 2007 and 2009, the Forrester Report ranked Ogilvy as a leading U.S. interactive agency.

Brian has a unique vantage point on how brands are built, how corporate cultures are created, and what happens as the world goes digital. In the course of the past 25 years, Brian has worked hands-on with many of the world’s leading brands...

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