7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey


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eMarketer CEO Geoff Ramsey discusses the 7 key digital trends for 2011, including best practices, case studie

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7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey

  1. 1. 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
  2. 2. 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
  3. 3. Trend #1 Shifting Content Consumption Patterns
  4. 4. TV: 4 hrs, 24 mins Internet: 2 hrs, 35 mins Mobile: 50 mins Newspapers: 30 mins Magazines: 20 mins
  5. 5. Consumers engage seamlessly with content across multiple platforms
  6. 6. … and pay close attention to the way devices and context increase the appeal of advertising
  7. 7. Trend #2 Shifting Media Dollars
  8. 9. edge of cliff here <ul><li>Accountability mandate driving need for more efficient media </li></ul><ul><li>Fragmentation = niche audiences </li></ul><ul><li>Shift to “owned” and “earned media” </li></ul>
  9. 10. <ul><li>Influx of SMB buyers due to self-serve display buying platforms </li></ul><ul><li>Improved quality of display targeting, buying efficiencies (RTB), creative and measurement </li></ul><ul><li>Hockey stick growth in video </li></ul>Display = $10.1 B Plus, under the right conditions, people will pay attention to banner ads…
  10. 11. Trend #3 Apps, Apps, Everywhere
  11. 12. 6.6 billion In-app ads = 5% of total mobile ad spending in US
  12. 14. Installed base of both smartphones and tablets will continue to see strong growth
  13. 15. Trend #4 Social Media Becomes Essential
  14. 16. Social media will rival email marketing for budget increases
  15. 17. Social media gets a bigger share of marketing dollars in 2011
  16. 18. 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
  17. 19. 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
  18. 20. Businesses are divided on who should manage social media
  19. 22. Social media is no longer an add-on for marketers <ul><li>Usage of social media tools is still growing. 80% of companies with 100+ employees will use social media marketing in 2011 . </li></ul><ul><li>Budgets are increasing. Marketers are shifting funds into social media and away from other types of marketing. </li></ul><ul><li>Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions. </li></ul><ul><li>The need for ROI is critical. Without it, future spending increases may be curtailed. </li></ul>
  20. 23. Mobile social network usage will more than double between 2010 and 2015
  21. 24. Thank you Twitter @geofframsey Won’t you “like” me?
  22. 25. 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 <ul><li>We aggregate, filter, organize and analyze data from more than 4,000 global sources. </li></ul><ul><li>By doing so, eMarketer provides its customers with a level of confidence far greater than a single source ever could. </li></ul><ul><li>Analysts put the data into context covering all aspects of the market, with overviews and insights that cannot be found anywhere else. </li></ul>
  23. 26. 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: <ul><li>Thousands of detailed charts </li></ul><ul><li>Over 80 analyst reports per year </li></ul><ul><li>Interviews with industry leaders </li></ul><ul><li>Webinars, case studies and articles </li></ul><ul><li>Plus, the world’s largest searchable database of digital marketing statistics </li></ul>