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E marketer top digital trends 2012

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©2011 eMarketer Inc.
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Page 1: E marketer top digital trends 2012

©2011 eMarketer Inc.

Page 2: E marketer top digital trends 2012

©2011 eMarketer Inc.

Top Digital Trends for 2012:Where Does Social Fit in?

Page 3: E marketer top digital trends 2012

©2011 eMarketer Inc.

Top Digital Trends for 2012:Where Does Social Fit in?

Insights from the following eMarketer reports:•Top Digital Trends for 2012•Key Mobile Device Trends 2012•Social Network Ad Spending in 2012

Page 4: E marketer top digital trends 2012

©2011 eMarketer Inc.

Digital Trends for 2012

- Virtuous Cycle of Content Availability, Consumer Behavior and New Devices

- Magnetic Content and Content Curation

- The Cloud- Online Video- Mobile Marketing focusing on the

Check-out- ROI, ROI, ROI and Big Data- Digital Continues to Become Central

to Political Process

Page 5: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

Page 6: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

- Key Numbers in Social Media for 2012

Page 7: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

- Key Numbers in Social Media for 2012

- Key Consumer Device Trends

Page 8: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

- Key Numbers in Social Media for 2012

- Key Consumer Device Trends

- Magnetic Content

Page 9: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

- Key Numbers in Social Media for 2012

- Key Consumer Device Trends

- Key Numbers in Online Video: Major Growth

- Magnetic Content

Page 10: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

- Key Numbers in Social Media for 2012

- Key Consumer Device Trends

- Key Numbers in Online Video: Major Growth

- Content Curation: Leveraging this Growth

- Magnetic Content

Page 11: E marketer top digital trends 2012

©2011 eMarketer Inc.

Today’s Agenda

- Key Numbers in Social Media for 2012

- Key Consumer Device Trends

- Key Numbers in Online Video: Major Growth

- Content Curation: Leveraging this Growth

- Social Media ROI: Prove your Value

- Magnetic Content

Page 12: E marketer top digital trends 2012

©2011 eMarketer Inc.

Key Numbers in Social Media for 2012

Page 13: E marketer top digital trends 2012

©2011 eMarketer Inc.

Key Numbers in Social Media for 2012

Page 14: E marketer top digital trends 2012

©2011 eMarketer Inc.

Key Numbers in Social Media for 2012

Page 15: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social network advertising will see 42.2% revenue growth in 2012

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©2011 eMarketer Inc.

Social networks will receive 11.7% of US online ad spending in 2013

Page 17: E marketer top digital trends 2012

©2011 eMarketer Inc.

Mobile Device Trends

Page 18: E marketer top digital trends 2012

©2011 eMarketer Inc.

Increases in device adoption, content usage and online advertising are fostering a climate of opportunity for digital marketers

Page 19: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social and Mobile Importance Continues to Grow

Page 20: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social and Mobile Importance Continues to Grow

Page 21: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social and Mobile Importance Continues to Grow

Page 22: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social and Mobile Importance Continues to Grow

Page 23: E marketer top digital trends 2012

©2011 eMarketer Inc.

Mobile Social Network Users’ Activities

Page 24: E marketer top digital trends 2012

©2011 eMarketer Inc.

Mobile Social Network Users’ Activities

Page 25: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

Magnetic content marks an evolution from the interruptive advertising model to a more engaging approach that integrates many forms of media.

Ford has experimented with magnetic content through original video programming, viral clips, user-generated contests and social media engagement.

Macy’s is projecting its brand through a made-for-web video series featuring top creative talent.

Page 26: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

Page 27: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

Page 28: E marketer top digital trends 2012

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

Page 29: E marketer top digital trends 2012

“The ad is yesterday. Content is the future.” —Oliver Newton, head of emerging platforms at Starcom MediaVest, quoted in the UK Online Publishers Association website, February 22, 2011

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

Page 30: E marketer top digital trends 2012

“The ad is yesterday. Content is the future.” —Oliver Newton, head of emerging platforms at Starcom MediaVest, quoted in the UK Online Publishers Association website, February 22, 2011

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

Page 31: E marketer top digital trends 2012

“The ad is yesterday. Content is the future.” —Oliver Newton, head of emerging platforms at Starcom MediaVest, quoted in the UK Online Publishers Association website, February 22, 2011

©2011 eMarketer Inc.

Social Media Demands Magnetic Content

“You’ll start to see us—and in general the industry—move away from just the static push advertising to more engaged conversations.” —Scott Kelly, digital marketing manager at Ford Motor Co., in an interview with eMarketer, February 8, 2011

Page 32: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 33: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 34: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

Leverage the secret ingredient: Trust.

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 35: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

Leverage the secret ingredient: Trust. Listening Comes First

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 36: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 37: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value Be Authentic, Transparent and Humble

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 38: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value Be Authentic, Transparent and Humble Recruit from your core: Brand enthusiasts that

already love you.

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 39: E marketer top digital trends 2012

©2011 eMarketer Inc.

Seven Best Practices for Magnetizing Customers through Social Media

Don’t think Social Media – think Social Marketing in the broadest sense.

Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value Be Authentic, Transparent and Humble Recruit from your core: Brand enthusiasts that

already love you. Target the coveted influentials

- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Page 40: E marketer top digital trends 2012

©2011 eMarketer Inc.

Growth in video viewership reflects the widespread availability of digital content

Page 41: E marketer top digital trends 2012

©2011 eMarketer Inc.

Video will remain the fastest-growing type of online advertising through 2015

Page 42: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Content curation specialist HiveFire found that 69% of US marketers said finding, organizing and sharing online content was more important in 2011 than in 2010. The same number said these tactics would be more important in 2012.

Page 43: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Page 44: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Page 45: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Page 46: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Page 47: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 48: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 49: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 50: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 51: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 52: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 53: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 54: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 55: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 56: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 57: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 58: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 59: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 60: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Page 61: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.

Page 62: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.

Page 63: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers are also interested in curating content to drive outcomes

Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.

Page 64: E marketer top digital trends 2012

©2011 eMarketer Inc.

Despite limited results, marketers are optimistic about social media ROI

Page 65: E marketer top digital trends 2012

©2011 eMarketer Inc.

Despite limited results, marketers are optimistic about social media ROI

Page 66: E marketer top digital trends 2012

©2011 eMarketer Inc.

Despite limited results, marketers are optimistic about social media ROI

Page 67: E marketer top digital trends 2012

©2011 eMarketer Inc.

Marketers, retailers, technology firms, content owners, publishers and consumers have different agendas in the digital media ecosystem, but they share a need to quantify the value of the growing amounts of data they handle.

In 2012, the volume of data will increase across social channels, transactional systems, location services and content streaming venues. Companies that make the most intelligent use of increasingly large, fragmented and potentially valuable inputs will be in the best position to compete.

Conclusions: Top Digital Trends for 2012

Page 68: E marketer top digital trends 2012

©2011 eMarketer Inc.

Page 69: E marketer top digital trends 2012

©2011 eMarketer Inc.

Ultimately, success in Digital Media and marketing comes down to staying on top and ahead of the trends

Page 70: E marketer top digital trends 2012

©2011 eMarketer Inc.

Ultimately, success in Digital Media and marketing comes down to staying on top and ahead of the trends

Page 71: E marketer top digital trends 2012

©2011 eMarketer Inc.

Ultimately, success in Digital Media and marketing comes down to staying on top and ahead of the trends Jesse Catlin

Direct: (212) 763-6084Mobile: (646) [email protected]@JHCDigital


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