50 Marketing Charts 2015 Percolate

7/25/2019 50 Marketing Charts 2015 Percolate

1/60

The 50 Most Important

Marketing Charts of 2015


2/60

What shou

look out for

Marketing is at an import

marketing strategies, and

a new market for smarter

consumers and brands.

Broken into five sections:

emerging technology, and

an important story about

how executives can prepa

In this collection, we hav

charts that analyze key tr

how marketing is changin

with technology.

Highlights of this collecti

wearables and connected

millennials and their inte

of user-generated conten


3/60

Mobile


4/60

Adults use their smartphones to browse the web or use apps on average 5.9 days per week

Daysperweek

0

1

1

2

3

4

4

5

6

6

7

TV Radio PC Smartphone

Adults

Source: Nielson

Adults Use Their Smartphones More Than All Other Devices


5/60

Millions

0

7

14

21

28

35

42

49

56

63

70

18-24 25-34 35-44 45-54 55-64 65-75

Stream Music Play Games Stream TV or M

Survey: In the last week, which of the following activities did you use your device for?

And They Use Them to Stream Music and Play Games

Source: BI Intelligence


6/60

HoursperDay

0

3

6

9

12

2010 2011 2012 2013 2014

TV Other Connected Devices

Time spent on screens by orientation (Hours/Day), USA, 2010-2015

Vertical Viewing Is Replacing Horizontal



7/60

SmartphoneDesktopTablet

52% Internet users surveyed use smartphones as primary device to discuss events worldwide

Mobile Is the First Screen for Sharing Current Events

20%

52%

28%

Source: eMarketer


8/60

USD(

$B)

5

8.333

11.667

15

18.333

21.667

25

2015E 2016E 2017E 2018E 2019

2019

Peoples increasing reliance on their mobile devices to conduct major internet queries will quickly push up spending on mobilesearch and cannibalize desktop search spending

Mobile Search Will Soon Eclipse Desktop



9/60

My smartphone never leaves my side, night or day

When I wake up, the first thing I do is reach for my smartphone

I spend more than two hours every day using my smartphone

In the next five years, I believe everything will be done on mobile devices

Millions

0 10 20 30 40 50 60 70

87% of millennials say my smartphone never leaves my side

Millennials Love Their Smartphones and Cant Live Withou

Source: Mary Meekers 2015 Internet Trend Reports


10/60

At least once a day

Every other day

At least once a week

Once a month

Never

Unsure

0% 5% 10% 15% 20% 25% 30% 35% 40

Survey: How often do you use a camera or video function on your smartphone?

Millennials Use Their Smartphone Cameras Daily



11/60

Pictures/video to post on social media

Pictures of things to do later

Photos of check to deposit via banking app

Pay bills

Other

Not sure

0% 8% 16% 24% 32% 40% 48% 56%

Survey: What do you use your smartphone camera for?

And Most Millennials Use Smartphone Cameras To Post To



12/60

3

6

9

12

15

18

21

24

27

30

2014 2015

More consumers are turning to their mobile devices to watch video content

Mobiles Share of Online Video Viewing is Growing



13/60

NumberofApps

0

4

8

12

16

20

24

28

32

36

40

2011 2012 2013

Facebo

The top five apps for US smartphone users are Facebook, YouTube, Maps, Pandora, and Gmail

People Are Spending More Time in The Same Mobile Apps



14/60

$0

$0.5

$1

$1.5

$2

$2.5

$3

Technology Finance Local travel Social Entertainment Retail G

App category has a large impact on how much users are willing to spend on a download

AndTech and Finance Mobile Apps Are What People Will Pa



15/60

%o

fRespondents

0

10

20

30

40

50

60

70

80

90

100

Geofencing Mobile Advertising Geotargeting Mobile Search Mobile barcode Mobile app

Currentl

Current vs. Future Usage of Mobile Marketing Tactics According to Marketers Worldwide Q3 2014

More Companies Have Mobile Websites Than Apps

Source: eMarketer


16/60

GlobalInternetAdvertising(B)

15

30

45

60

75

90

105

120

135

150

2009 2010 2011 2012 2013

Desktop Ad

Mobile is growing at 34% year-on-year as a share of global internet advertising

Internet Advertising Is Increasingly Mobile



17/60

Yes

No

Yes, on desktop

Yes, on mobile

Yes, on tablet

0% 7% 14% 21% 28% 35% 42% 49% 56%

Survey: Do you regularly use ad-blocking software?

People are Less Likely to Block Ads on Mobile Than Desktop



18/60

0%

0.2%

0.4%

0.6%

0.8%

1%

Zipcode Based Geo-Fence Ge

Click through rate (CTR) of mobile display advertisements is twice the industry benchmark (0.40%)

Geo-Targeted Ads Do 2x Better Than Non-Targeted Campaign

Source: Local Search Association, LSA Insights Database, January 2015


19/60

0

13

26

39

52

65

78

91

104

117

130

Consumer Packaged Goods Digital Content

Year on Year Growth of E-commerce Sales by Purchase Device, US 2014/13

Mobile is Driving E-Commerce for Consumer Goods



20/60

Billions

$0

$32.5

$65

$97.5

130

Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q

YoY Growth

Alibaba Global Gross Merchandise Volume - Mobile shoppers accounted for 51% of all spending

Especially on Chinese Retailer Alibabas E-Commerce Mark



21/60

$Millions

0

40,000,000

80,000,000

120,000,000

160,000,000

200,000,000

2014 2015E 2016E 2017E 2018E

5 year CAGR = 52%

US consumers who made a mobile in-store payment during the year

Mobile Payments Will Explode By 2019



22/60

Social Media


23/60

Share

ofTotalTrafficReferrals(%)

0

5

10

15

20

25

January February March April May June July August Septemb

Select websites, desktop and mobile, January 2014November 2014

Social Medias Share in Internet Traffic Rose in 2014


14%


24/60

Millionso

fPhotosUploadedandSharedDaily

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2008 2009 2010 2011 2012 2013

Photos on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion

1.8 Billion Photos Are Shared Daily



25/60

0%

8%

16%

24%

32%

40%

48%

56%

64%

72%

80%

Facebook LinkedIn Pinterest Instagram

2012

Pinterest and Instagram gained in adoption over the last year

Image-focused Social Networks Have Grown the Fastest



26/60

BillionsofVideoViewsperDay

0

1

2

3

4

5

Q3: 14 Q4: 14 Q

Facebook Video Views per Day

More Than Half Of Facebook Video Views Come From Shares



27/60

FollowerGrowthRate

0%

45%

90%

135%

180%

225%

270%

315%

360%

405%

450%

Beauty Apparel Big Box Electronics

Facebook

The average retailer on Instagram has 300,000 followers, and apparel is the most popular

More People Follow Retail Brands On Instagram Than Facebo



28/60

Food/Ingredients

Home

Hair & Beauty

Health & Fitness

Clothing & Accessories

Total

0% 7% 14% 21% 28% 35% 42% 49% 56

Product categories for which Pinterest has helped with purchase decisions according to US active Pinterest users, March 2015

Pinterest Helps Users with Purchase Decisions

Source: eMarketer


29/60

PercentageofMarketingBudget

0

5

10

15

20

25

Current Levels Over Next 12 Months

13.5%

9.9%

In the next five years, social media will account for almost 25% of marketing budgets

CMOs to Increase Spend on Social Media by 2020

Source: The CMO Survey by the Fuqua School of Business of Duke University


30/60

Billions

0

800

1600

2400

3200

4000

Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14

Advertising (non-mobile)

Mobile Advertising

Payments and fees

Facebooks non-mobile ad revenue is declining, as mobile users dominate the social networks user base

Most Of Facebooks Ad Revenue Comes from Mobile



31/60

Per

centageofRevenueGenerated

1Q 2012 2Q 2012 3Q 2012 Q4 2012 3Q 2013 Q4 2013 Q1 2014

Facebook

Google+

E-mail

Pinterest

Twitter

Other

Share of Social Generated E-Commerce Revenue (Global)

Facebook Is The Leader in Generating E-Commerce Revenue



32/60

MonthlyActiveUsers

0

250

500

750

1000

1250

1500

1750

2000

2250

2500

4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14

Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber) Big 4 Social Networks

Monthly Active Users for Selected Top 4 Social Networks and Messaging Apps

Messaging Apps Have Caught Up to Social Networks


d h h d l d


33/60

MillionsofUsers

0

100

200

300

400

500

600

Oct 10 Dec 11 Feb 12 Jul 12 Sep 12 Oct 12 Jan 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13

LINE WhatsApp

It will likely reach 1 billion users this year

And WhatsApp Is The Most Widely Used Messaging App


M di C


34/60

Media + Content

US A d Chi Will S d Th M O Ad i i I 2015


35/60

0

20

40

60

80

100

120

140

160

180

200

US China Japan Germany

Total Media

Top 5 Countries Ranked By Media, Digital, and Mobile Internet Ad Spend, 2015

US And China Will Spend The Most On Advertising In 2015


Ad ti S di ( d M ki ) L T diti l Ch


36/60

$

Billions

0

25

50

75

100

2015E 2016E 2017E 2018E 2019E

Search

Digital Ad Revenue by Format (US)

Advertisers are Spending (and Making) Less on Traditional Ch


P g ti Ad S di g D bl d L t Q t


37/60

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14

AOL Third party Platforms

Rocket Fuel

Rubicon Project

Criteo

Programmatic Advertising Revenue (Global), Selected Companies

Programmatic Ad Spending Doubled Last Quarter


Digital Video Ad Spending is Ahead of Most Categories


38/60

%ofAdSpend

-3

2.6

8.2

13.8

19.4

25

Digital Total Search Display Video Social Traditional Total TV Radio Newspape

Digital video ad spending is rising faster than search and display (U.S. CAGR, 2015-2020)

Digital Video Ad Spending is Ahead of Most Categories


Native Advertising Will Explode in 2015


39/60

Revenue

($Billions)

0

2.5

5

7.5

10

12.5

15

2013 2014 2015 2016 2017

Native Style Display

Social native ads will account for the largest share of native ad revenue

Native Advertising Will Explode in 2015


But Google Advertising is More Valuable to Brands than Soci


40/60

Twitter

Facebook

Google

Annualized Advertising Revenue Per User (Based on Q1 2014 Data)

0 5 10 15 20 25 30 35 40

Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter

But Google Advertising is More Valuable to Brands than Soci


The Worlds Largest Ad Agency Spent 4x as Much on Google T


41/60

Millions(USD)

$0

$600

$1,200

$1,800

$2,400

$3,000

Google Facebook Yahoo Twitter

WPP Digital Media Spending (Global), Selected Companies

The World s Largest Ad Agency Spent 4x as Much on Google T


Improving Leads Is Priority For B2B Marketers


42/60

Improve lead nurturing

Improve lead quality

Increase lead generation

Increase sales revenues

Improve performance measurement

Increase customer acquisition

Improve marketing-sales alignment

Improve marketing production

Reduce sales cycle

Increase customer retention

0% 10% 20% 30% 40% 50% 60% 70%

Survey: What are the key marketing automation objectives your company is trying to pursue?

Improving Leads Is Priority For B2B Marketers

Source: eMarketer

Blogging is the Most Important Content For B2B Marketers


43/60

BlogginVisualVideosPodcas

Survey: Select the single most important form of content for your business

Blogging is the Most Important Content For B2B Marketers

Source: eMarketer

2%

45%

19%

34%

And Most B2B Marketers Publish New Content Daily


44/60

DailyMultiple times per wWeeklyMultiple times per mMonthlyLess than Once perUnsure

Survey: How often does your organization publish new content that supports its content marketing program?

And Most B2B Marketers Publish New Content Daily

Source: 2015 B2B Content Marketing Trends - North America: Content Marketing Institute/Marketing Profs

2%

16%

26%

17%

19%

12%

8%

Website Traffic Is The Most Important Metric for B2B Market


45/60

Website Traffic

Sales Lead Quality

Higher Conversion Rates

Sales

Sales Lead Quality

SEO Ranking

Time Spent on Website

Inbound links

Qualitative feedback from customers

Subscriber Growth

0% 7% 14% 21% 28% 35% 42% 49%

Survey: What is the most important metric of B2B content marketing success?

Website Traffic Is The Most Important Metric for B2B Market

Source:2015 B2B Content Marketing Trends - North America: Content Marketing

User Generated Content Topped Video Uploads In The Last M


46/60

BillionsofVideos

0

25

50

75

100

Youtube Vine F

Brand Videos Media Companies Influencers (+250K

Who uploaded the top 100 videos to content platforms in the last month?

User Generated Content Topped Video Uploads In The Last M


Netflixs Subscriber Growth Highlights Importance Of Origin


47/60

0

10000

20000

30000

40000

50000

60000

70000

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014

Domestic

International

as online streaming hubs start to look more like traditional media

Netflix s Subscriber Growth Highlights Importance Of Origin


Emerging Technologies


48/60

Emerging Technologies

The Internet Of Things Will Be The Worlds Largest Device M


49/60

BillionsofDevices

2013 2014 2015E 2016E 2017E 2

Personal ComputersSmartphonesTabletsConnected/Smart TVsWearablesConnected CarsInternet Of Things

5 year CAGR =35%

The IOT market will soon be larger than PC,tablet & smartphone markets combined

g g


And Mobile Will Help Us Control Most of it


50/60

BillionsofDevices

0

2,400,000,000

4,800,000,000

7,200,000,000

9,600,000,000

12,000,000,000

2013 2014 2015E 2016E 2017E

Personal Computers (Desktop And Notebook) Smartphones Tablets Connected/Smart TVs

IoT Controller Forecast, 2013 - 2019

p


The IoT Field is Wide Open for New and Old Tech Companies


51/60

Revenue

($10B)

0

12

24

36

48

60

2014E 2015E 2016E 2017E 2018E

Estimated IoT Revenue, 2014-2019

p p


More Than Half the Cars on the Roads will Be Connected by 20


52/60

$Millions

0

10

20

30

40

50

60

70

80

90

100

2013 2014 2015 2016 2017 2018 20

Global Cars Shipped

Connected Car Shipments Forecast, Global


High-Income Households Are More Likely to Use Smart Devic


53/60

Household

Income

0

$40,000

$80,000

$120,000

$160,000

$200,000

Use Wearable Device Use Smart Home Device Use Smart Entertainment Device Do

Americans who currently use smart devices earn twice as much income as those who don't


Virtual Reality: Demand For Smartphone-Tethered Headsets T


54/60

Millions

0

5

10

15

20

25

30

2014 2015 2016 2017 2018

S

G

Beyond gaming, VR will be an important platform for streaming content and shopping


Brands + Agencies


55/60

Brands + Agencies

Marketing is Becoming a Key Pillar of the C-Suite


56/60

Months

0

10

20

30

40

50

2005 2006 2007 2008 2009 2010 2011 2012

The average CMO tenure has risen from two years to almost four

Source: Spencer Stuart

Analytics, Digital, and Mobile Will Change Most By 2020


57/60

Analytics skills will be a core competence of marketing

Digital budgets will acount for more than 75% of the marketing budget

Mobile will account for over 50% of the marketing budget

Marketing will become more of an on-demand information provision function

Marketing, Sales and Customer Service will be merged into a single function

Earned media will be more important and receive more support than paid and owned media

Marketing and IT will be merged into a single function

CMOs will be the most important relationship for CEOs, surpassing the CFO

We will be known as a digital company

0% 5% 9% 14% 18% 23% 27%

CMOs predict the areas of fundamental change for marketing over the next 5 years

Source: Accenture Interactive

Marketers Are Cutting Back on Digital Agencies


58/60

0

1

2

3

4

5+

2014 2015

Number of agencies that touch digital efforts at their company, according to client side marketers worldwide

Source: eMarketer

13%12%

9%

17%

26%

23%

2

10%

14%

15%

32%

2%

Millennials Are A Rich Resource for Brand Advocacy


59/60

0%

10%

20%

30%

40%

50%

Text Messaging Social Media Instant Messaging

Millennials

Survey: Which of the following do you use routinely to communicate about brands, products, and services?



60/60

Percolate is the system of record for marketing.

Our technology helps the world's largest and fastest-growing

brands at every step of the marketing process.

Want to learn more?

Contact [email protected] for more information

or request a demo today atpercolate.com/request-demo

Mihika Barua

Mihika Barua is a junior associate on Percolates

Integrated Marketing Team.
http://percolate.com/request-demomailto:[email protected]

Date post:	25-Feb-2018
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50 Marketing Charts 2015 Percolate

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