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eMarketer Webinar: Key Digital Trends for 2016

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© 2015 eMarketer Inc. Digital Trends 2016: What Will Happen–and Won’t Happen–in the Year Ahead December 10, 2015 Ezra Palmer Content Chief, eMarketer Made possible by
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Page 1: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Digital Trends 2016:

What Will Happen–and Won’t Happen–in the Year Ahead

December 10, 2015

Ezra Palmer

Content Chief, eMarketer

Made possible by

Page 2: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

The sixth edition of our annual predictions for

key trends in the digital marketplace

#eMwebinar

Page 3: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Five Things That WILL Happen

in 2016

Page 4: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#1: The voice of

the consumer

will be heard

We’re talking about consumers’

actual voices.

#eMwebinar

Page 5: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Search and

native social

pages will

drive voice

activity growth

Volume from

search will rise

more than 15%,

and the volume

from social will

nearly double

#eMwebinar

Page 6: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Are inbound voice calls really the wave of the

future?

Cathy Boyle, senior analyst, mobile

#eMwebinar

Page 7: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#2: Mobile

payments will

take off

In 2016, the divide between digital

and physical commerce will be

bridged further.

#eMwebinar

Page 8: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Growth of US Proximity Mobile Payment Users

2014 2015 2016 2017 2018 2019

37.5 million

users

#eMwebinar

Page 9: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Growth of Mobile Payment Transaction Value

2014 2015 2016 2017 2018 2019

$27.05

billion

$210.45

billion

#eMwebinar

Page 10: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

How common will mobile payments become in

2016?

Bryan Yeager, senior analyst, emerging

platforms and mobile payments

#eMwebinar

Page 11: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#3: Consumers

will be free

with their data

Millennials and centennials

especially.

#eMwebinar

Page 12: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

People say

they value

privacy, but

they are quick

to give up

personal data

in return for

value

#eMwebinar

Page 13: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#4: Facebook

will become

nearly entirely

mobile

More than three-quarters of

Q3 2015 ad revenue was mobile.

#eMwebinar

Page 14: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

% of WW Facebook Users Who Are Mobile-Only

2014 2015

#eMwebinar

34%

47%

Page 15: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Is mobile-only Facebooking a US phenomenon?

Debra Aho Williamson, principal analyst, social

#eMwebinar

Page 16: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#5: Mobile

commerce will

move down the

funnel

Mcommerce will make up 25%

of US ecommerce sales in 2016.

#eMwebinar

Page 17: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

How the big players are goosing mobile

commerce:

Screen Size

– Bigger smartphone screens mean bigger mcommerce sales.

Mobile Payments

– Android Pay and Apple Pay simplify in-app purchases.

Buy Buttons

– Buy buttons could make social commerce more of a reality.

Mobile Search

– Consumers often start mobile product searches on Amazon’s app.

#eMwebinar

Page 18: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Are mobile payments a big driver for mobile

commerce?

Bryan Yeager, senior analyst,

emerging platforms and mobile payments

#eMwebinar

Page 19: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#6: Marketers

will join the

conversation

(The conversation

in messaging apps, that is.)

#eMwebinar

Page 20: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

WhatsApp and Facebook Messenger are on the

way to having 1 billion MAUs worldwide

Facebook is the

big player in the

US

#eMwebinar

Page 21: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

How can marketers have a voice in one-to-one

communications?

Cathy Boyle, senior analyst, mobile

#eMwebinar

Page 22: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

… We interrupt this

trend report to talk

about ad blocking …

Page 23: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Ad blocking

won’t get

solved in 2016

The problems of ad blocking and

ad avoidance will persist.

#eMwebinar

Page 24: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

The good

news is that

ad blocking is

less common

in the US than

elsewhere

For desktops,

anyway …

#eMwebinar

Page 25: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Will native advertising soar because of ad

blocking?

Lauren Fisher, senior analyst, ad tech

#eMwebinar

Page 26: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Four More Things

That WON’T Happen in 2016

Page 27: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#1: Like ad

blocking,

viewability

won’t get

solved, either

Disagreements will continue.

#eMwebinar

Page 28: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

There’s just

not a lot of

agreement

about

viewability

#eMwebinar

Page 29: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

How important is it to solve viewability?

Lauren Fisher, senior analyst, ad tech

#eMwebinar

Page 30: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#2: Facebook

won’t kill

YouTube

Different platforms, different

solutions for marketers.

#eMwebinar

Page 31: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Is Facebook cannibalizing YouTube?

Debra Aho Williamson, principal analyst, social

#eMwebinar

Page 32: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#3: Young

people won’t

abandon

Facebook in

droves

Sorry, President Obama.

#eMwebinar

Page 33: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

More than 60% of

recent high school

graduates check

Facebook at least

once a day

#eMwebinar

Page 34: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

How many young people will use Facebook in the

future?

Debra Aho Williamson, principal analyst, social

#eMwebinar

Page 35: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

#4: Digital ad

spending won’t

surpass TV ad

spending

Not in 2016, anyway.

#eMwebinar

Page 36: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

TV will remain

the largest

channel for

US ad

spending in

2016

#eMwebinar

Page 37: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Will digital and TV work together? How?

Lauren Fisher, senior analyst, ad tech

#eMwebinar

Page 38: eMarketer Webinar: Key Digital Trends for 2016

Marketo Overview

Anastasia Pavlova

Sr. Director, Marketing, Marketo

Page 39: eMarketer Webinar: Key Digital Trends for 2016

Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015

Marketo Company Overview

#1 engagement marketing software

platform

• Fastest growing marketing technology company

• Customer system of record, 1B leads,

220B+ activities

Top rated by Analysts including Gartner,

SiriusDecisions and Forrester

Marketing First

• Help marketers master the art and science of

digital marketing

4100+ customers across

20+ industries in 36 countries

Page 40: eMarketer Webinar: Key Digital Trends for 2016

The Engagement Marketing Platform

Engage people in a meaningful, lifelong and personalized way across channels

Measure and maximize impact of marketing investments across channels

Generate awareness and ensure potential customers can find you

Manage, coordinate and plan the marketing activities across your teams

CUSTOMER

• Marketing calendar

• Web / Mobile Personalization

• SEO

• Social Marketing

• Ad Bridge Retargeting

• Revenue Cycle Analytics

• Marketing Automation

• Web / Mobile Personalization

• Social Marketing

• Multi-Channel Nurture

Page 41: eMarketer Webinar: Key Digital Trends for 2016

What Makes Marketo Unique

Partner Ecosystem

Most complete ecosystem

400+ LaunchPoint

partners

1 new solution integrated per day

Community of Peers

Over 50,000 engaged

users

User groups in 50 cities globally

Sharing best practices

know-how

Marketing First

100% focus on

Marketers

Most innovative platform

For beginners and advanced users

1

Page 42: eMarketer Webinar: Key Digital Trends for 2016

Marketing First

Page 43: eMarketer Webinar: Key Digital Trends for 2016

© 2015 eMarketer Inc.

Learn more about digital marketing with an

eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

Q&A Session

Made possible by

You will receive an email tomorrow with a link to view the deck and

webinar recording.

To learn more: www.emarketer.com/products

800-405-0844 or [email protected]

Ezra Palmer

Digital Trends 2016:

What Will Happen–and Won’t

Happen–in the Year Ahead

Social Advertising Effectiveness Scorecard: Industry Execs Grade

the Leading Platforms

Mobile Messaging Apps: Global User Forecast, Leaderboard and

Outlook on Monetization

Cross-Device Targeting: First-Party Data, TV and Privacy Are Big

Factors for 2016

US Mobile Payments Forecast: Driven by User Growth and Broader

Acceptance, Transaction Value Will Triple in 2016


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