7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey

F E B R U A R Y 2 2 0 1 1 N E W Y O R K N Y 7 Key Digital Trends for 2011 Geoffrey Ramsey @geofframsey

What we’ll look at this morning… Trend 1: Shifting Content Consumption Patterns Trend 2 : Shifting Media Dollars Trend 3: Apps, Apps, Everywhere! Trend 4: Social Media Even More Critical Trend 5: Location Is More Than a Check-In Trend 6: Online Buying Gets More Efficient, Targeted Trend 7: Magnetic Content Rules

Trend #1 Shifting Content Consumption Patterns

TV: 4 hrs, 24 mins Internet: 2 hrs, 35 mins Mobile: 50 mins Newspapers: 30 mins Magazines: 20 mins

Consumers engage seamlessly with content across multiple platforms

… and pay close attention to the way devices and context increase the appeal of advertising

Trend #2 Shifting Media Dollars

edge of cliff here
Accountability mandate driving need for more efficient media
Fragmentation = niche audiences
Shift to “owned” and “earned media”

Influx of SMB buyers due to self-serve display buying platforms
Improved quality of display targeting, buying efficiencies (RTB), creative and measurement
Hockey stick growth in video
Display = $10.1 B Plus, under the right conditions, people will pay attention to banner ads…

Trend #3 Apps, Apps, Everywhere

6.6 billion In-app ads = 5% of total mobile ad spending in US

Installed base of both smartphones and tablets will continue to see strong growth

Trend #4 Social Media Becomes Essential

Social media will rival email marketing for budget increases

Social media gets a bigger share of marketing dollars in 2011

As CPG marketers funnel more funds toward social media and brand advertising, spending on traditional forms of advertising is falling It’s less about buying social media, and more about how you can earn and own it! It’s all a matter of TRUST Consumers trust each other more than they do marketers

The Hierarchy of TRUSTED Sources #1 Friends, Family Editorial Content, Traditional and Online Face-to-face, personal interactions Sources: Edelman; ARAnet; Lightspeed Research; Technorati, etc Advertiser “ Social Sites” Real Friends Someone I follow on Twitter

Businesses are divided on who should manage social media

Social media is no longer an add-on for marketers
Usage of social media tools is still growing. 80% of companies with 100+ employees will use social media marketing in 2011 .
Budgets are increasing. Marketers are shifting funds into social media and away from other types of marketing.
Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions.
The need for ROI is critical. Without it, future spending increases may be curtailed.

Mobile social network usage will more than double between 2010 and 2015

Thank you Twitter @geofframsey Won’t you “like” me?

eMarketer: A business information service unlike any other Founded in 1996, eMarketer has become the first place to look for unbiased research and trend analysis on digital marketing and media. Approach & Expertise
We aggregate, filter, organize and analyze data from more than 4,000 global sources.
By doing so, eMarketer provides its customers with a level of confidence far greater than a single source ever could.
Analysts put the data into context covering all aspects of the market, with overviews and insights that cannot be found anywhere else.

The Total Access Advantage A few of our clients: Over 600 corporations , representing thousands of users, rely on Total Access , eMarketer’s subscription service. With Total Access, you get:
Thousands of detailed charts
Over 80 analyst reports per year
Interviews with industry leaders
Webinars, case studies and articles
Plus, the world’s largest searchable database of digital marketing statistics

http://www.emarketer.com	3136
http://www.pathtopurchase.com	2164
http://fuelingnewbusiness.com	773
http://leanderwattig.de	148
http://ammvizeum.wordpress.com	99
http://paper.li	69
http://49pixels.ca	61
http://www.antonioalcocer.com	55
http://www.marketing-pub.fr	45
http://tilo-bonow.de	34
http://versicherungzweinull.wordpress.com	27
http://blog.delbono.eu	26
http://translate.googleusercontent.com	22
url_unknown	18
http://pathtopurchase.com	8
http://jeffflemings.posterous.com	6
http://webcache.googleusercontent.com	5
http://feeds.feedburner.com	4
http://datatrends.posterous.com	4
http://static.slidesharecdn.com	4
http://www.netvibes.com	3
http://comin.20minutos.es	3
http://www3.emarketer.com	2
http://blog.michaelsalafia.com	2
http://www.emarketer.tv	2
http://emarketer.com	2
http://20thman.posterous.com	2
http://newsblur.com	1
http://www.khrixy.appspot.com	1
http://posterous.com	1
http://www.slideshare.net	1
http://twentyfirstcenturycat.wordpress.com	1
http://innoservices.wordpress.com	1
http://digifone.blogspot.com	1
http://www.twylah.com	1

7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey

by eMarketer on Feb 02, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

35 Embeds 6,732

Statistics

7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey — Presentation Transcript