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E marketer top digital trends 2012

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    E marketer top digital trends 2012 E marketer top digital trends 2012 Presentation Transcript

    • ©2011 eMarketer Inc.
    • ©2011 eMarketer Inc.Top Digital Trendsfor 2012:Where Does Social Fit in?
    • ©2011 eMarketer Inc.Top Digital Trendsfor 2012:Where Does Social Fit in?Insights from the following eMarketerreports:•Top Digital Trends for 2012•Key Mobile Device Trends 2012•Social Network Ad Spending in 2012
    • ©2011 eMarketer Inc.Digital Trends for 2012- Virtuous Cycle of Content Availability,Consumer Behavior and New Devices- Magnetic Content and ContentCuration- The Cloud- Online Video- Mobile Marketing focusing on theCheck-out- ROI, ROI, ROI and Big Data- Digital Continues to Become Central
    • ©2011 eMarketer Inc.Today’s Agenda
    • ©2011 eMarketer Inc.Today’s Agenda- Key Numbers in Social Media for 2012
    • ©2011 eMarketer Inc.Today’s Agenda- Key Numbers in Social Media for 2012- Key Consumer Device Trends
    • ©2011 eMarketer Inc.Today’s Agenda- Key Numbers in Social Media for 2012- Key Consumer Device Trends- Magnetic Content
    • ©2011 eMarketer Inc.Today’s Agenda- Key Numbers in Social Media for 2012- Key Consumer Device Trends- Key Numbers in Online Video: Major Growth- Magnetic Content
    • ©2011 eMarketer Inc.Today’s Agenda- Key Numbers in Social Media for 2012- Key Consumer Device Trends- Key Numbers in Online Video: Major Growth- Content Curation: Leveraging this Growth- Magnetic Content
    • ©2011 eMarketer Inc.Today’s Agenda- Key Numbers in Social Media for 2012- Key Consumer Device Trends- Key Numbers in Online Video: Major Growth- Content Curation: Leveraging this Growth- Social Media ROI: Prove your Value- Magnetic Content
    • ©2011 eMarketer Inc.Key Numbers in Social Media for 2012
    • ©2011 eMarketer Inc.Key Numbers in Social Media for 2012
    • ©2011 eMarketer Inc.Key Numbers in Social Media for 2012
    • ©2011 eMarketer Inc.Social network advertising will see42.2% revenue growth in 2012
    • ©2011 eMarketer Inc.Social networks will receive 11.7%of US online ad spending in 2013
    • ©2011 eMarketer Inc.Mobile Device Trends
    • ©2011 eMarketer Inc.Increasesin deviceadoption,contentusage andonlineadvertisingarefostering aclimate ofopportunityfor digital
    • ©2011 eMarketer Inc.Social and Mobile Importance Continues to Grow
    • ©2011 eMarketer Inc.Social and Mobile Importance Continues to Grow
    • ©2011 eMarketer Inc.Social and Mobile Importance Continues to Grow
    • ©2011 eMarketer Inc.Social and Mobile Importance Continues to Grow
    • ©2011 eMarketer Inc.Mobile Social Network Users’ Activities
    • ©2011 eMarketer Inc.Mobile Social Network Users’ Activities
    • ©2011 eMarketer Inc.Social Media Demands Magnetic Content Magnetic content marks an evolution from theinterruptive advertising model to a more engagingapproach that integrates many forms of media. Ford has experimented with magnetic content throughoriginal video programming, viral clips, user-generatedcontests and social media engagement. Macy’s is projecting its brand through a made-for-webvideo series featuring top creative talent.
    • ©2011 eMarketer Inc.Social Media Demands Magnetic Content
    • ©2011 eMarketer Inc.Social Media Demands Magnetic Content
    • ©2011 eMarketer Inc.Social Media Demands Magnetic Content
    • “The ad is yesterday. Content is thefuture.” —Oliver Newton, head of emerging platforms atStarcom MediaVest, quoted in the UK Online PublishersAssociation website, February 22, 2011©2011 eMarketer Inc.Social Media Demands Magnetic Content
    • “The ad is yesterday. Content is thefuture.” —Oliver Newton, head of emerging platforms atStarcom MediaVest, quoted in the UK Online PublishersAssociation website, February 22, 2011©2011 eMarketer Inc.Social Media Demands Magnetic Content
    • “The ad is yesterday. Content is thefuture.” —Oliver Newton, head of emerging platforms atStarcom MediaVest, quoted in the UK Online PublishersAssociation website, February 22, 2011©2011 eMarketer Inc.Social Media Demands Magnetic Content“You’ll start to see us—and in generalthe industry—move away from just thestatic push advertising to moreengaged conversations.” —Scott Kelly, digitalmarketing manager at Ford Motor Co., in an interview witheMarketer, February 8, 2011
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense.- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense. Leverage the secret ingredient: Trust.- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense. Leverage the secret ingredient: Trust. Listening Comes First- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense. Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense. Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value Be Authentic, Transparent and Humble- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense. Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value Be Authentic, Transparent and Humble Recruit from your core: Brand enthusiasts thatalready love you.- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Seven Best Practices for MagnetizingCustomers through Social Media Don’t think Social Media – think Social Marketing inthe broadest sense. Leverage the secret ingredient: Trust. Listening Comes First Don’t just barge into a conversation – Add Value Be Authentic, Transparent and Humble Recruit from your core: Brand enthusiasts thatalready love you. Target the coveted influentials- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by VipinMayer and Geoff Ramsey
    • ©2011 eMarketer Inc.Growth in video viewership reflects thewidespread availability of digital content
    • ©2011 eMarketer Inc.Video will remain the fastest-growingtype of online advertising through 2015
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Content curation specialist HiveFire found that 69% of USmarketers said finding, organizing and sharingonline content was more important in 2011than in 2010. The same number said these tacticswould be more important in 2012.
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Rohit Bhargava, SVP of global strategyand marketing at Ogilvy, calledcontent curation “one of thehottest trends in social media.”
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Facebook CEO MarkZuckerberg estimated that theamount of content sharedon social networks woulddouble in 2012, and again in2013.
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Facebook CEO MarkZuckerberg estimated that theamount of content sharedon social networks woulddouble in 2012, and again in2013.Facebook CEO MarkZuckerberg estimated that theamount of content sharedon social networks woulddouble in 2012, and again in2013.
    • ©2011 eMarketer Inc.Marketers are also interested incurating content to drive outcomes Facebook CEO MarkZuckerberg estimated that theamount of content sharedon social networks woulddouble in 2012, and again in2013.Facebook CEO MarkZuckerberg estimated that theamount of content sharedon social networks woulddouble in 2012, and again in2013.
    • ©2011 eMarketer Inc.Despite limited results, marketers areoptimistic about social media ROI
    • ©2011 eMarketer Inc.Despite limited results, marketers areoptimistic about social media ROI
    • ©2011 eMarketer Inc.Despite limited results, marketers areoptimistic about social media ROI
    • ©2011 eMarketer Inc. Marketers, retailers, technology firms, content owners,publishers and consumers have different agendas in thedigital media ecosystem, but they share a need toquantify the value of the growing amounts ofdata they handle. In 2012, the volume of data will increase across socialchannels, transactional systems, location services andcontent streaming venues. Companies that make themost intelligent use of increasingly large,fragmented and potentially valuable inputs willbe in the best position to compete.Conclusions: Top Digital Trends for 2012
    • ©2011 eMarketer Inc.
    • ©2011 eMarketer Inc.Ultimately,success inDigital Mediaandmarketingcomes downto staying ontop andahead of thetrends
    • ©2011 eMarketer Inc.Ultimately,success inDigital Mediaandmarketingcomes downto staying ontop andahead of thetrends
    • ©2011 eMarketer Inc.Ultimately,success inDigital Mediaandmarketingcomes downto staying ontop andahead of thetrends Jesse CatlinDirect: (212) 763-6084Mobile: (646) 709-1222jcatlin@emarketer.com@JHCDigital