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50 charts-future-marketing-technology 50 charts-future-marketing-technology Presentation Transcript

  • 50ChartsontheFutureof MarketingandTechnology What is the future of marketing? Marketing is in transition. Technology has transformed the way we communicate, stay informed, and make buying decisions. Smart marketers know they have to stay abreast the rapidly changing landscape in order to be effective. 
 In this collection, experts at Percolate have curated 50 charts that analyze key trends, insights, and perspectives on how marketing has changed and the future of the enterprise. ! Spanning five sections: mobile, social, global, content, and general marketing technology, each chart tells an important story about how the world has changed and how we can prepare for the future. ! From the growth of smartphones in China to the $30B gap in advertising to the rise of image sharing on mobile messaging services, this collection is bound to offer actionable insights for marketers of all types.
  • Mobile
  • DigitalInformationCreated&Shared(zettabytes) 0 1 2 3 4 5 6 7 8 2005 2007 2009 2011 2013 2015E Mayr Meeker 2014 Internet Trends Presentation Photos shared on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion 1.8BillionPhotosAreSharedDaily
  • Gartner, Strategy Analytics, company filings Total number of units of smartphones, tablets, and PC’s globally MobileDevicesWillSoonDwarfPC’sbyNumber Units 0 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 3,000,000,000 2000 2002 2004 2006 2008 2010 2012 2014E 2016E Tablets Smartphones Personal Computers We are here
  • Time vs Ad Spend by Americans on various types of media $30BGapinMobileTimevsAdSpend IAB Data via Mary Meeker 2014 Internet Trends Presentation Print Radio TV Desktop Internet Mobile Internet Percent of Total Media Consumption Time or Share of Ad Spend 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Time Spent Ad Spend Internet Advertising: $43B Mobile Advertising: $7.1B
  • People are spending more mins/day on mobile than television MobileistheFirstScreen Milward Brown AdReaction via Mary Meeker 2014 Internet Trends Presentation Italy France Japan Canada India Germany UK China Brazil Saudi Kenya USA Nigeria Indonesia Daily Screen Minutes 50 100 150 200 250 300 350 400 450 500 Television Mobile (smartphone+tablet)
  • Number of users on Android and iOS against time after launch SmartphoneOSAdoptionisTremendousMillionsofUsers 0 100 200 300 400 500 600 700 800 900 1,000 Quarters After Launch 0 4 8 12 16 20 24 28 iOS Android
  • Google Trends Google Trends data on communication platforms over time MessagingisaShiftingLandscape Relativesearchinterest 0 10 20 30 40 50 60 70 80 90 100 2005 2009 2010 2011 2012 2013 2014 Skype WhatsApp Snapchat
  • Gartner, Apple, Google, a16z Global Unit Sales of PC’s, Feature Phones, Smartphones 1998-2013 SmartphonestoReplaceFeaturePhones+PC’s
  • eMarketer Mobile Advertising Among UK Smartphone Users 55%ofUKPopulationSeesNativeBrandContent Social network - read posts
 from organizations/brands/events Web/app ads: Recall seeing ads Saw in-game ads Social network - clicked on ad Social network - received coupon/offer/deal Scanned QR/barcode with mobile phone Percent of Respondents in Each Group 0 5 10 15 20 25 30 35 40 45 50 55 60 Total 18-34
  • Nielsen, BI Intelligence Average monthly hours spent on the Internet by device InternetUsageNowLedbyMobileDevicesHours:Minutes 0 8.75 17.5 26.25 35 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Using Browser/Apps on a Smartphone Internet on a Computer Average Monthly Time Spent Per User SmartphoneVs.Desktop Source: Nielsen, BI Intelligence 29 29 28 27 27 26 28 30 32 34
  • Social
  • Facebook Growth of Facebook MAUs total + mobile + mobile only 1BUsersUseFacebookViaMobileDevice
  • Facebook Facebook’sGrowthisDrivenbyInt’lExpansion Number of users on Facebook across various nation groups
  • SimplyMeasured, Interbrand 100 CarandLifestyleBrandsLeadonInstagram Title NumberofInstagramPosts 0 45 90 135 180 225 270 315 360 405 450 NumberofLikesandComments 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 10,000,000 Category Axis Mercedes
 Benz MTV BMW Nike Audi Starbucks Tiffany 
 & Co. Ralph 
 Lauren Adidas Louis 
 Vuitton Total Engagement (Likes and Comments) Posts Leading Brands on Instagram based on Likes + Engagement and Post Frequency
  • Median organic reach per fan on Facebook from Nov - Dec 2013 FacebookOrganicReachisDeclining edgerankchecker.com
  • EdgeRank Checker| Dec 2013 OrganicReachDeclineHitsBrandsofAllSizes Millions 0% 1% 3% 4% 6% 7% 8% 10% 11% 13% 14% Number of Fans on Facebook <25k 25k - 100k 100k - 250k 250k - 500k 500k - 1M 1M + 3.7% 4.9% 3.6% 5.3% 5.6% 10.1% 4.5% 6.6% 5.8% 6.5% 7.0% 12.1% Before After Change in organic reach of Facebook posts for brands with varying number of fans
  • Pew Research Center Percentage of social media users who use a site on a daily, weekly, or less frequent basis Over50%ofFB&InstagramUsersActiveDaily 0 15 30 45 60 75 52% 45% 22% 22% 14% 34% 30% 21% 20% 22% 13% 23% 46% 57% 63% Daily Weekly Less Often Facebook Instagram Twitter Pinterest LinkedIn
  • BIA/Kelsey, BI Intelligence Growth of native ad vs display ad spend on social through 2017 NativeAdSpendonSocialtoReach$4.6B Billions($) 2.0 4.0 6.0 8.0 10.0 12.0 2012 2013 2014 2015 2016 2017 Social Display Social Native
  • Facebook Twitter Blogging LinkedIn Google+ YouTube Other Most Important Social Network to US B2C Marketers in 2014 FacebookisMostFavoredPlatformforB2C 5% 2% 10% 6% 6% 68% 2014 Social Media Marketing Industry Report 2%
  • LinkedIn Facebook Twitter Blogging Google+ YouTube Other Most Important Social Network to US B2B Marketers in 2014 LinkedInisMostFavoredNetworkforB2B 2% 3% 16% 31% 11% 2014 Social Media Marketing Industry Report 3% 33%
  • BI Intelligence Global unique monthly visitors to LinkedIn via web and mobile LinkedInMobileReaches80MUniquesin2Years
  • Snapchat, TechCrunch September 2013, CNET June 2013, KPCG May 2013 Snapchat’sDailyPhotoSharesSoarPast350MDailyPhotoSharesinMillions 0 50 100 150 200 250 300 350 400 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Number of photos shared on Snapchat through Sept 2013
  • comScore, various, BI Intelligence calculations Feb 2013. Index: Desktop + Smartphone Time Spend *100 / Total Users Engagement per user across various social channels FacebookTopsSocialEngagement
  • Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter SocialAdRevenueHasRoomtoGrow SEC Filings & Comscore via Mary Meeker 2014 Internet Trends Presentation Twitter Facebook Google Annualized Advertising Revenue Per User (Based on Q1 2014 Data) $5 $10 $15 $20 $25 $30 $35 $40 $45 $50 $3.55 $7.26 $45
  • Twitter 32MPeopleViewedEllen’sOscarTweetin12hrs d Anatomy of a Tweet The reach of the @TheEllenShow’s #Oscars selfie Tweet. Data recorded March 2, 5 p.m. ET to March 3, 5 a.m. ET. 32.8m Total Views 8.1m People who saw it 2.4m Retweets 13,711 Embeds 1 Tweet A look at how Ellen’s record breaking tweet spread through embeds, retweets, broadcasts
  • BI Intelligence Estimates, VGChartz, Company Filings. Streaming Devices includes Apple TV, Chromecast, Fire TV, Roku, TiVo Cumulative global video game console and streaming device sales through April 2014 GameConsolesMostPopularStreamingDevicesDevisSalesinMillions 0 15 30 45 60 75 90 105 120 Playstation 3 + 4 Wii + Wii U Xbox 360 + One Streaming Devices
  • Global
  • Ericsson Mobility Report 6BInternetUsersPredictedby2019 Internet user growth since 1989 and predicted growth through 2019 1989 1994 1999 2004 2009 2014 2019
  • DigitalInformationCreated&Shared(zettabytes) 0 1 2 3 4 5 6 7 8 2005 2007 2009 2011 2013 2015E Mediacells via The Guardian, BI Intelligence Smartphone sales globally in terms of new vs existing users EmergingMarketsWillDriveSmartphoneSales
  • Social Fresh and Adobe | Jan 2012 Mobile Internet Usage in China vs US from 2010-2013 China’ssmartphoneuserbaseis2xsizeofUSMillionsofUsers 0 50 100 150 200 250 300 350 400 450 500 550 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013 Dec 2013 China Mobile Internet China 3G US Smartphones
  • BI Intelligence Estimates, News Reports, Company Statements, Chinese smartphone manufacturer Xiaomi’s shipments per quarter XiaomiSmartphoneShipmentsareExplodingDailyPhotoSharesinMillions 0M 2M 4M 6M 8M 10M 12M 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14
  • Wall Street Journal ChinaHolds2nd,4th SlotsforMostValuableStartup Dropbox Xiaomi Palantir Jingdong SpaceX Spotify Pinterest Uber $0 $2,500,000,000 $5,000,000,000 $7,500,000,000 $10,000,000,000 Total Funding Last Valuation Selected list of top startups globally including funding raised and last valuation
  • DigitalInformationCreated&Shared(zettabytes) 0 1 2 3 4 5 6 7 8 2005 2007 2009 2011 2013 2015E Company filings, corporate news & announcements, GlobalWebIndex Monthly active users of top social networks globally Over15SocialNetworksWith100+MAUs
  • DigitalInformationCreated&Shared(zettabytes) 0 1 2 3 4 5 6 7 8 2005 2007 2009 2011 2013 2015E SEC Filings US vs International Monthly Active Users on Twitter MajorPortionofTwitter’sUsersareInternational
  • Content
  • DigitalInformationCreated&Shared(zettabytes) 0 1 2 3 4 5 6 7 8 2005 2007 2009 2011 2013 2015E IDC report “Extracting value from Chaos” 6/11 Amount of digital information created & shared in zettabytes (trillion gigabytes) TheGrowthofContentisMassive
  • Google Trends ThenextphaseofmarketingisallaboutcontentInterestonGoogle 0 10 20 30 40 50 60 70 80 90 100 110 2007 2008 2009 2010 2011 2012 2013 2014 Social Media Marketing Content Marketing Google Trends: Social Media Marketing vs Content Creation
  • 2014 State of the Social Media Marketing Industry Report Labels go here, and are to be used at your discretion ExperiencedMarketersInvestinContent
  • Budgets=CostofContentxCostofAudiences Digital Marketing Spend Allocation for Marketing Leaders Gartner, March 2013 0 5 10 15 Digital or Online Ads Content Creation & Management Search Marketing (Including Paid) Corporate Website Design/Development Email Marketing Analytics Platforms Social Network Marketing Mobile Marketing Commerce Experiences Video Production Company Blog Other 11.6% 10.7% 10.7% 9.6% 9.5% 7.4% 7.2% 5.9% 0.2% 9.4% 5.2% 12.5%
  • Altimeter Group Content Marketing Survey 2014 MarketerNeedsDon’tMatchInvestments Digital Spend Allocation for Senior Marketers
  • 2014 State of Social Media Marketing Industry Report 25 35 45 55 65 75 Writing Original Content Creating Original Visual Assets Recording Original Audio 68% 58% 60% 53% 37% Creating Original Videos Curating Other’s Content Types of content marketers are looking to learn more about MarketersWanttoLearnHowtoCreateVisualContent
  • Percent of digital marketing budget costs for various marketing activities Gartner for Marketing Leaders Digital or Online Advertising Content Creation and Management Search Marketing (including Paid Search) Managing Corporate Website Email Marketing Analytics Marketing on Social Networks Mobile Marketing Commerce Experiences (Marketing-Led) Video Production Company Blog Others Percentage of Digital Marketing Budget 0% 2% 4% 6% 8% 10% 12% 14% 0.02% 5.3% 5.9% 7.2% 7.4% 9.4% 9.5% 9.6% 10.7% 10.7% 11.6% 12.5% ContentCreationisMarketing’s2ndLargestCost
  • Sporting News Media, Kantar Media Sports, Sports Business Group, BI Intelligence Percentage of online US viewers who watch sports by content type (Ages 18+) OnlineSportsViewershipIsGrowing Percentageviewership 0% 10% 20% 30% 40% 50% 60% Live Events Highlights Sports News Interviews Clips of Key Moments Live Visualizations 2013 2014 2013 2014 2013 2014 2013 2014 2013 2014 2013 2014 12% 31% 16% 27% 31% 38% 11% 28% 14% 24% 32%33%
  • Marketing/ Technology
  • US tech venture financing in 2013 has backed only half as many companies as in 2000 VentureFinancingFarBelowPeak Thomas ONE via Mary Meeker 2014 Internet Trends Presentation NumberofCompaniestheRecievedFunding 600 1200 1800 2400 3000 3600 4200 4800 5400 6000 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  • Return Path Percent share of opens across various platforms in December 2013 MobileisMoreThanHalfofAllEmailOpens
  • Spearman Correlation - Study of Google Search Results SearchMetrics | Ranking Factors Overview 2013 Estimates of Google search rankings factors 7ofTop8SignalsinSearchareSocial Google+ Facebook Shares # of Backlinks Facebook Total Facebook Comments Facebook Likes Pinterest Tweets Percentage of Respondents 0.00 0.10 0.20 0.30 0.40
  • Yahoo Finance - June 2014 Market cap value of social + mobile companies compared to traditional media companies Social+MobileCo’sTrumpTraditionalMedia Millions 171 343 514 686 857 1029 1200 Social/Mobile Traditional Media Google Facebook LinkedIn Twitter Comcast Disney Time Warner 21st Century Fox Time Warner Cable CBS Apple
  • Pew Research Center Growth of American adults connected to the Internet 1995 - 2014 TheTwoDecadeRiseofInternetintheUS PercentofAmericanAdults 0% 20% 40% 60% 80% 100% 1995 2000 2005 2010 2014 14% 46% 66% 79% 87%
  • Year-OverYearGrowth -15% -10% -5% 0% 5% 10% 15% 20% 25% 30% 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 GlobalDesktopShipmentsAreFalling Quarterly year-over-year growth of desktop computers Gartner, IDC, BI Intelligence Estimates
  • MostMarketersPlantoSpendonNativeAds PercentageOfRespondents 10 20 30 40 50 60 70 80 90 100 Agencies Marketers Not At All Likely Not Very Likely Somewhat Likely Very Likely Advertiser Perceptions Survey of agencies &brand marketers on their likelihood to spend on native ads in the next 6 months 9% 26% 15% 51% 8% 27% 17% 48%
  • -1,250 -1,000 -750 -500 -250 0 250 500 750 1,000 1,250 1,500 Internet excluding mobile Mobile TV Other Print Enders Analysis based on IABUK/PwC, GroupM Net Change in UK advertising spend by media between 2012 – 2013 (£m) NewAdSpendisLeavingPrintandGoingDigital 1,255 948 322
  • Not Often Often/Very Often Procurement executives who focus on doing research on their stakeholder’s market ProcurementisFallingBehind 73% 27% PwC 2013 Data as cited in “The Problem With Procurement” by Remko van Hoek 73%of Executives don’t prioritize market research
  • ComScore USInternetUsageisPrimarilyViaMobile TotalMinutesPerMonth 0 100,000 200,000 300,000 400,000 500,000 600,000 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sept 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Desktop Total Mobile (Browser Only) Total Mobile (App Only) Time Spent With the Internet, by Device, in US
  • Gartner| March 2013 47%ofSocialMarketersCreateContent Content/Message 
 Creation or Curation Set Strategy for Social Marketing 
 eg. media selection, brand image) Analytics Monitor and Respond to Customer 
 Complaints and Comments Community Management Manage External Agencies Manage Social Media Channels/
 Platform Presence Percentage of Respondents 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Social marketers describe the main tasks performed by people in their role at their organization
  • Percolate is the world’s leading content marketing platform with a mission to help brands create content at scale. Want to learn more?
 Contact learn@percolate.com for more information
 or request a demo today at percolate.com/request-demo