The Future of Online Digital Marketing 2012-2015 Digital Marketing Platforms Radio Social Media Mobile Internet TV Platforms Tablets Smartphones Online Games Kindle, iPad Applications
2012-2015 Further Increase in Internet Usage (UK) 39.5m 50m 2011 2015" There will be no media consumption left in 10 years that is not delivered over an IPnetwork. There will be no newspapers, no magazines that are delivered in paper form.Everything gets delivered in an electronic form..."Steve Ballmer on the future of digital media Source: Telegraph.co.uk &IAB
2012-2015 Further Increase in Social Media Usage Social Media usage and interaction are increasing exponentially YoY +60% Source: &IAB
Digital Marketing Tools• Research and Development- Google Insights- Google Ad Planner- Core Metrics- Comscore- Hitwise- eMarketer- AdWords- KeywordSpy- Adthena
Mobile Overtaking Wired Connections Mobile Users >Desktop Internet Users - Projections 2007 - 2015 2000 1600 Internet Users (MM) 1200 800 400 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Mobile Internet Users Desktop Internet UsersSource: Morgan Stanley Research
User Behaviour• Local approach towards finding information and services outranking global• Habit changes using more mobile phones in the morning, computers/laptops throughout the day and tablets in the evening• Growth of mobile applications (Mobile Search, Context – aware Service, Mobile Service, Mobile E-mail, Video, Social Networking, Mobile Payment, Location – Based Services, Mobile Commerce, Object Recognition, Mobile Instant Messaging)• Increase in shopping online (More than seven out of 10 internet users are online buyers, and the gap is slowly narrowing –eMarketer, March 2011) Soruce:Comscoredatamine&fastcompan
What Must be Appreciated to be 2015 ready• Socially and emotionally connecting with the adverts and the websites, so the users feel more associated with the product and service e.g. personal recommendations by friends and connections• The future is about emotion how can we emotionally connect with customers Dr Patrick Dixon (Google @ | Manchester Event 2011)• Using different devices in the buying cycle (Connected TV, Mobile, Tablets etc. Desktops at home could become obsolete)• Desktops will still be justified due to work related searches and purchases / conversions• Websites MUST be adapted into mobile / tablet versions so users gain a positive experience.
What Must be Appreciated to be 2015 ready• Complete connectivity across multiple devices – ‘The Uber Device’ which will seamlessly allow for users to view ads and websites across any of their visual technologies• Cloud Computing development• Vertical Social Networks (multimedia, games, personal, professional, location based, discussion, publishing, commerce)• Mobile payments consolidation• Online gaming increase (growth of MMOG - MMOG is projected to reach US$14.4 billion by 2015)• Ad supported mobile content (By 2015, eMarketer estimates, ad-supported mobile content revenues in the US will surpass $1 billion, with growth rates slower but still strongly in the double digits)