1. D E C E M B E R 1 6 2 0 1 0 N E W Y O R K NY Presented By: Noah Elkin Debra Aho Williamson David Hallerman Key Digital Trends for 2011 Principal Analysts, eMarketer, Inc. Sponsored by:
2. 7 Trends for 2011 Trend 1: Apps Invade All Platforms Trend 2: Content Consumption Convergence Trend 3: Location, Location, Location Trend 4: Social Gets Its Share of Marketing Dollars Trend 5: Real-Time Bidding Trend 6: Targeting Audiences vs. Content Trend 7: Online Privacy Debate Heats Up
3. Trend #1 Apps Invade All Platforms Noah Elkin Principal Analyst, eMarketer, Inc. @noahelkin
19. Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions.
20. The need for ROI is critical. Without it, future spending increases may be curtailed.Twitter: #eMwebinar
21. Four out of fivemarketers will utilize social media tools in 2011
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23. Worldwide usage is rising.Six out of 10 frequent internet users worldwide have a social network profile (UM).
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25. However, not every industry has adopted social media at the same rate—and some never will
26. Among those that do use social media, usage rates are approaching the level of email marketing
27. As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling
29. Marketer perspectives: Intel and GM “The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” —eMarketer interview with Christopher Barger, Global Director of Social Media “Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” —eMarketer interview with Kathleen Malone, Senior Manager and Social Media Strategist
36. Any potential cookie data for segmentationHelps marketers buy audience instead of inventory Helps publishers sell lesser inventory at higher prices Targeting typically demographic and psychographic (less so behavioral, so sidesteps many privacy issues) Twitter: #eMwebinar
37. Demand side platforms (DSPs) and advertising exchanges: two key elements of the RTB ecosystem (ad networks, too)
49. 7 key factors driving the debate about digital privacy Consumer concern about being tracked Advertiser-publisher need to monetize Combining online with offline data Rapid growth of Facebook’s ad system Rise of check-ins, location-based services EU’s focus on stricter privacy protection Consumer choice vs. marketer goals Twitter: #eMwebinar
52. Regulation: More people trust the government than advertisers (but most don’t trust either entity)
53. Privacy concerns (or not) among half of social network users Source: Marist Institute, July 2010
54. Unica’s Definition of Interactive Marketing Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior 43
55. Survey Results:“Are you doing ‘interactive marketing?’” From Unica’s global survey of senior marketers, launched October 2010 44
56. Survey Results:“What makes interactive marketing hard?” From Unica’s global survey of senior marketers, launched October 2010 45
57. Unica’s Interactive Marketing Technology Framework Plans & Budgets People & Processes Data & Assets Measurement & Performance Awareness Decisioning Execution Segmentation Email Web Analytics Offer Management Inbound Integration Event Detection Interaction History Distributed Marketing Predictive Analytics Lead Routing & Monitoring Real-Time Targeting Visual Exploration Search Optimization Contact Optimization Integrated Marketing Operations Facilitates collaboration and cross-channel planning, design, execution, and measurement. 46
58. Unica, an IBM Company 100% focused on marketing Over 1,500 customers worldwide Market leadingcross-channel campaign management Solutions available both OnDemand and Enterprise 47
59. Privacy concerns (or not) among half of social network users Source: Marist Institute, July 2010
60. 7 Trends for 2011 Trend 1: Apps Invade All Platforms Trend 2: Content Consumption Convergence Trend 3: Location, Location, Location Trend 4: Social Gets Its Share of Marketing Dollars Trend 5: Real-Time Bidding Trend 6: Targeting Audiences vs. Content Trend 7: Online Privacy Debate Heats Up
61. Key Digital Trends for 2011Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the slide deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 ben@emarketer.com Presented by: Noah Elkin, Debra Aho Williamson and David Hallerman Sponsored by: Principal Analysts, eMarketer, Inc. Twitter hashtag: #eMwebinar