7 Key Digital Trends for 2011, eMarketer CEO Geoff RamseyPresentation Transcript
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?
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