E marketer top_digital_trends_for_2012


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E marketer top_digital_trends_for_2012

  1. 1. DECEMBER 2011 Top Digital Trends for 2012Paul Verna For more information on this subject, see the related report at http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000857 ©2011 eMarketer Inc.
  2. 2. Increasesin deviceadoption,contentusage andonlineadvertisingarefostering aclimate ofopportunityfor digitalmarketers ©2011 eMarketer Inc.
  3. 3. Devices used to consume digitalcontent are undergoing steep growth Tablets. US tablet users will reach 89.5 million in 2014, up from 33.7 million in 2011. They will make up 35.6% of internet users in 2014, up from 14.5% in 2011. Smartphones. By 2015, there will be 148.6 million smartphone users in the US, up from 90.1 million in 2011. These users will represent 58% of mobile phone users in 2015, up from 38% in 2011. Ereaders. US adult ereader users will reach 53.9 million in 2014, up from 33.3 million in 2011. However, ereaders will eventually be overshadowed by tablets. ©2011 eMarketer Inc.
  4. 4. Growth in video viewership reflects thewidespread availability of digital content ©2011 eMarketer Inc.
  5. 5. Content owners are ramping up premiumofferings across many genres TV shows. Hulu and broadcasters’ sites lead the pack. Movies. Netflix and Apple are the top streaming and download venues, respectively. Sports. Leagues and sports sites are making more content available through web and mobile access points. Music video. VEVO has attracted top advertisers by placing its content in a brand-friendly setting. Made-for-web premium video. YouTube is investing in original content from boutique studios and celebrities. Ebooks and epublications. Publishers are tapping into enthusiasm for ereaders, tablets and digital media. ©2011 eMarketer Inc.
  6. 6. Therecordingindustryis shiftingto cloud-basedstreamingservicesfunded byads anduser fees ©2011 eMarketer Inc.
  7. 7. Brand marketers are employing creativestrategies that blend content and ads 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. ©2011 eMarketer Inc.
  8. 8. Video will remain the fastest-growingtype of online advertising through 2015 ©2011 eMarketer Inc.
  9. 9. Mobile marketers are shifting from acheck-in to checkout mindset Taking advantage of growth in smart device adoption, marketers are focused on driving transactions. This represents an evolution from simply getting the customer in the door. Leading researchers, including Juniper, Gartner and Yankee Group, are forecasting significant increases in worldwide mobile payment volume. Ecommerce merchants are using location data to target consumers waiting in line at competitors’ physical stores. ©2011 eMarketer Inc.
  10. 10. Despite limited results, marketers areoptimistic about social media ROI ©2011 eMarketer Inc.
  11. 11. Marketers are also interested incurating 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. ©2011 eMarketer Inc.
  12. 12. Retailers are harnessing big-data trovesto inform critical decisions IDC defined big data as “technologies and architectures designed to economically extract value from very large volumes of a wide variety of data.” McKinsey estimated that a retailer using big data could increase operating margins by 60%. McKinsey highlighted ways big data could create value:  Making information transparent and usable.  Boosting performance by yielding information ranging from inventories to sick days.  Allowing narrow segmentation of customers. ©2011 eMarketer Inc.
  13. 13. Digital media will play a major rolein the 2012 presidential election Kantar Media, Moody’s and S&P Capital IQ expect large increases in political ad spending in 2012. ClickZ editor and politics expert Kate Kaye said more political ad dollars would flow to digital media in 2012 than in previous cycles. Twitter, Facebook and YouTube will play increasingly important roles in shaping opinions and mobilizing voters. Republican candidate Mitt Romney broke ground by being the first to use Promoted Tweets for a political campaign. ©2011 eMarketer Inc.
  14. 14. Conclusions: Top Digital Trends for 2012 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. ©2011 eMarketer Inc.