December 13, 2012
Key Digital Trends
for 2013
Presented by: Sponsored by:
Noah Elkin
Principal Analyst
@noahelkin
#eMwebinar
©2012 eMarketer Inc.

Agenda: eMarketer expects five key
trends to affect digital marketing in 2013
 No. 1: Fragmentation is everywhere
 No. 2: Online-first is becoming outmoded;
mobile-first is the new priority
 No. 3: Circuitous is the new linear in
commerce
 No. 4: Content (marketing) is king
 No. 5: Data emerges as marketing’s key
currency
Twitter: #eMwebinar
©2012 eMarketer Inc.

No. 1: Fragmentation is everywhere
©2012 eMarketer Inc.

Today’s digital consumer is ever-present yet
still elusive (Yes, we’re talking about YOU!)
©2012 eMarketer Inc.

TV remains a potent media force
Reports of my
death are greatly
exaggerated.
(Really!)
©2012 eMarketer Inc.

Consumers
may watch
more TV, but
those larger
aggregate
audiences
are dispersed
across
multiple
channels
©2012 eMarketer Inc.

Accounts of
cord-cutting
are often
overblown, b
ut the
phenomenon
is real
Twitter: #eMwebinar
©2012 eMarketer Inc.

Streaming
video
services are
gaining
audience but
still aren’t
over-the-top
©2012 eMarketer Inc.

Networks are rushing to fill the void
“The ultimate goal is for our viewers to be able to
watch ABC content everywhere, anywhere, on
any device, on any screen.”
— Geri Wang, president of sales and marketing at
ABC Television Network
©2012 eMarketer Inc.

The bigger
challenge:
Consumers’
attention is
more divided
than ever
as media
multitasking
becomes the
norm
©2012 eMarketer Inc.

The mobile audience is divided by device
and platform sophistication
Devices vs.
Platforms
©2012 eMarketer Inc.

Smart-device users are further divided
by where they spend their time
©2012 eMarketer Inc.

Trend No. 1 takeaways
 On the surface, there is a critical mass of TV
viewers, smartphone and tablet owners, and
mobile web users.
- But digging below the surface exposes the fragmentation
into micro-audiences.
 A return to the past seems highly
unlikely.
- If anything, the challenges associated with
fragmentation will only
proliferate, necessitating a shift in both strategy
and focus for marketers that want to keep up
with their audiences.
©2012 eMarketer Inc.

No. 2: Online-first strategy is becoming
outmoded; mobile-first is the new priority
Twitter: #eMwebinar
©2012 eMarketer Inc.

The new math:
Smartphone + tablet > PC
©2012 eMarketer Inc.

The amount
of time
spent with
mobile is
growing at
14 times
the rate of
the desktop
web
©2012 eMarketer Inc.

Time spent is not the only measure of the
shift from desktop to mobile
©2012 eMarketer Inc.

Mobile is
likewise
becoming
a more
prominent
channel for
commerce
transactions
©2012 eMarketer Inc.

Remember that websites are an
important entry point for mobile shoppers
Source: Google/Sterling Research/SmithGeiger, July 2012
©2012 eMarketer Inc.

Trend No. 2 takeaways
 Shifts away from the desktop to smart devices
in content consumption and commerce explain
why the mobile-first drumbeat, which rose in
2012, will only grow louder in 2013.
- A concerted marketing strategy that prioritizes mobile
is no longer optional. In 2013, it will be essential for
business success.
Twitter: #eMwebinar
©2012 eMarketer Inc.

No. 3: Circuitous is the new linear in
commerce
©2012 eMarketer Inc.

Traditional
media ads
continue to
exercise a
strong
influence
on purchase
decisions
©2012 eMarketer Inc.

Digital makes deeper inroads into the
purchase process every year
In-store
commerce
Ecommerce
Mcommerce
©2012 eMarketer Inc.

Ecommerce is no longer
just “electronic”
commerce …
©2012 eMarketer Inc.

… it’s “everywhere”
commerce
©2012 eMarketer Inc.

Smart devices now come into play at
every stage of the purchase process
©2012 eMarketer Inc.

Most mobile shoppers are
not channel-exclusive
©2012 eMarketer Inc.

The smartphone-equipped, socially
connected shopper is here to stay
 If 2012 was the year showrooming moved to
the mainstream, don’t expect the tide to turn
in 2013.
 Marketers and retailers are better off moving
with the tide rather than against it.
 Two primary hallmarks of the smart-device
shopper are high expectations and limited
patience.
- Failing to deliver on these expectations implies considerable
risk.
Twitter: #eMwebinar
©2012 eMarketer Inc.

Trend No. 3 takeaways
 The bottom line is consumers have a growing
arsenal of powerful digital tools to help them
establish product availability, find where to get
the best price and determine when the best
time is to buy it, whether online or in-store.
- That means their path to purchase
will not be as simple or direct as it
once was.
©2012 eMarketer Inc.

No. 4: Content (marketing) is king
©2012 eMarketer Inc.

Not
surprisingly,
brand
marketers
and their
agency
partners are
rushing to
establish
content
marketing
strategies
©2012 eMarketer Inc.

The principles of content marketing are
applicable across industries
©2012 eMarketer Inc.

Remember that content comprises
paid, owned and earned
©2012 eMarketer Inc.

The Breakroom in Redken’s Style Station
app: “Facebook for hairstylists”
©2012 eMarketer Inc.

Most content marketing aims to
drive pre- and post-sales activity
©2012 eMarketer Inc.

In an increasingly mobilized world,
context shares the crown
Twitter: #eMwebinar
©2012 eMarketer Inc.

Trend No. 4 takeaways
 In a world of ever-blurring lines, marketers are
fast becoming publishers and publishers are
becoming marketers.
- Content remains king, but its emphasis and goals are
shifting.
 As content marketing takes hold, it is
contributing to the proliferation of
touchpoints and exponential growth in the
number of consumer interactions with brands.
©2012 eMarketer Inc.

No. 5: Data emerges as marketing’s
key currency
©2012 eMarketer Inc.

“Big Data” is only getting bigger
©2012 eMarketer Inc.

The majority
of
companies
today
characterize
themselves
as “data
driven” but
most still
see gaps in
their use of
Big Data
©2012 eMarketer Inc.

Big Data at work:
Personalizing recommendations for you
©2012 eMarketer Inc.

Retailers
may be the
most obvious
beneficiaries
of Big
Data, but
all industries
need to get
better at
analyzing
and using
the
information
they collect
©2012 eMarketer Inc.

Waze uses crowdsourced data to build
platform; delivers targeted offers in return
Twitter: #eMwebinar
©2012 eMarketer Inc.

Trend No. 5 takeaways
 The data generated by multiple interactions
across multiple devices and platforms is
expanding at an exponential rate, far faster
than our collective ability to process and make
sense of it.
 But the day where that information represents
true currency for most companies—in actual
dollar terms as well as more figuratively as a
tradable commodity—is rapidly approaching.
- Content may power the media machine, but data sets the
course for the whole enterprise.
©2012 eMarketer Inc.

Marketing Re-imagined
Three Imperatives
for Marketing Leaders

Marketing re-imagined requires
a new approach
Know your customer as an individual
Create value at every touch
Be an authentic brand and culture

Marketers who re-imagine more likely
to outperform
Revenue Growth / Gross Profit Growth
3-year CAGR, 2008-2011
High
12 % / 10% Leading
Marketers
Engage:
optimize
experience
across all channels
Low 6% / 7%
Low High
Analyze: sophisticated and cross
company marketing analysis

IBM research can guide your marketing journey
IBM CMO Study – 1700 CMOs
CMO’s feel least prepared to deal with:
 Data explosion
 Social media
 Growth of channels and devices
 Shifting consumer demographics
IBM Holiday Readiness Report
 Mobile sales as a percentage of total site sales hit a
record 13% in March 2012 – double 2011
 Visitors referred from a social site are 50% more likely
to buy than visitors overall
IBM State of Marketing 2012
370+ Marketing Execs  Only 22% of marketers use social channels in their
integrated marketing campaigns.
 Less than 20% of marketers use on-line customer
behavior data to drive off-line campaigns

Resources – Get Connected!
Visit www.ibmconnectedcustomer.com for
access to many assets and resources,
including eBooks, analyst reports and
IBM research that can help guide
your marketing journey.

Learn more about digital
Q&A Session marketing with an eMarketer
corporate subscription
Key Digital Trends
More than 120 eMarketer reports are
for 2013 published each year. The following are a
few recent ones you may be interested in:
 Key Digital Trends for 2013
 Video Advertising Benchmarks: Key Data, Trends
and Metrics
 Best Practices for Content Marketing: Engaging
Noah Elkin Consumers Across Multiple Digital Channels
 Tablet Advertising: Volumes and Engagement
You will receive an email Levels Jump Up
tomorrow with a link to
view the deck and  The Mobile-Social Mom: Speeding the Trend
webinar recording. Toward 'Mobile First’
 Social TV: Marketers Tune in to Deeper
Sponsored by: Integrations
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
©2012 eMarketer Inc.