Jesse Catlin

Top Digital Trends for 2012: Where Does Social Fit in?
Insights from the following eMarketer reports:
Top Digital Trends for 2012
Key Mobile Device Trends 2012
Social Network Ad Spending in 2012

Digital Trends for 2012
Virtuous Cycle of Content Availability, Consumer Behavior and New Devices
Magnetic Content and Content Curation
The Cloud
Online Video
Mobile Marketing focusing on the Check-out
ROI, ROI, ROI and Big Data
Digital Continues to Become Central to Political Process

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

Key Numbers in Social Media for 2012

Social network advertising will see 42.2% revenue growth in 2012

Social networks will receive 11.7% of US online ad spending in 2013

Mobile Device Trends

Increases in device adoption, content usage and online advertising are fostering a climate of opportunity for digital marketers

Social and Mobile Importance Continues to Grow

Mobile Social Network Users’ Activities

Social Media Demands Magnetic Content
Magnetic content marks an evolution from the interruptive advertising model to a more engaging approach that integrates many forms of media.
Ford has experimented with magnetic content through original video programming, viral clips, user-generated contests and social media engagement.
Macy’s is projecting its brand through a made-for-web video series featuring top creative talent.
“ The ad is yesterday. Content is the future.” —Oliver Newton, head of emerging platforms at Starcom MediaVest, quoted in the UK Online Publishers Association website, February 22, 2011 “ You’ll start to see us—and in general the industry—move away from just the static push advertising to more engaged conversations.” —Scott Kelly, digital marketing manager at Ford Motor Co., in an interview with eMarketer , February 8, 2011

Seven Best Practices for Magnetizing Customers through Social Media
Don’t think Social Media – think Social Marketing in the 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 that already love you.
Target the coveted influentials
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin Mayer and Geoff Ramsey

Growth in video viewership reflects the widespread availability of digital content

Video will remain the fastest-growing type of online advertising through 2015

Marketers are also interested in curating content to drive outcomes
Content curation specialist HiveFire found that 69% of US marketers said finding, organizing and sharing online content was more important in 2011 than in 2010. The same number said these tactics would be more important in 2012.

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.

Despite limited results, marketers are optimistic about social media ROI

Marketers, retailers, technology firms, content owners, publishers and consumers have different agendas in the digital media ecosystem, but they share a need to quantify the value of the growing amounts of data they handle.
In 2012, the volume of data will increase across social channels, transactional systems, location services and content streaming venues. Companies that make the most intelligent use of increasingly large, fragmented and potentially valuable inputs will be in the best position to compete.
Conclusions: Top Digital Trends for 2012

Ultimately, success in Digital Media and marketing comes down to staying on top and ahead of the trends Jesse Catlin Direct: (212) 763-6084 Mobile: (646) 709-1222 [email_address] @JHCDigital

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Jesse Catlin

by Social Fresh on Feb 07, 2012

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