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eMarketer Webinar: Key Digital Trends for 2013

eMarketer
eMarketer

as he covers a variety of topics including four-screen media multitasking, the growing need to prioritize mobile, and the ways “Big Data” can serve as the antidote to a world of fragmented platforms, devices and audiences

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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.

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eMarketer Webinar: Key Digital Trends for 2013

  • 1. December 13, 2012 Key Digital Trends for 2013 Presented by: Sponsored by: Noah Elkin Principal Analyst @noahelkin #eMwebinar ©2012 eMarketer Inc.
  • 2. 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.
  • 3. No. 1: Fragmentation is everywhere ©2012 eMarketer Inc.
  • 4. Today’s digital consumer is ever-present yet still elusive (Yes, we’re talking about YOU!) ©2012 eMarketer Inc.
  • 5. TV remains a potent media force Reports of my death are greatly exaggerated. (Really!) ©2012 eMarketer Inc.
  • 6. Consumers may watch more TV, but those larger aggregate audiences are dispersed across multiple channels ©2012 eMarketer Inc.
  • 7. Accounts of cord-cutting are often overblown, b ut the phenomenon is real Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 8. Streaming video services are gaining audience but still aren’t over-the-top ©2012 eMarketer Inc.
  • 9. 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.
  • 10. The bigger challenge: Consumers’ attention is more divided than ever as media multitasking becomes the norm ©2012 eMarketer Inc.
  • 11. The mobile audience is divided by device and platform sophistication Devices vs. Platforms ©2012 eMarketer Inc.
  • 12. Smart-device users are further divided by where they spend their time ©2012 eMarketer Inc.
  • 13. 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.
  • 14. No. 2: Online-first strategy is becoming outmoded; mobile-first is the new priority Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 15. The new math: Smartphone + tablet > PC ©2012 eMarketer Inc.
  • 16. The amount of time spent with mobile is growing at 14 times the rate of the desktop web ©2012 eMarketer Inc.
  • 17. Time spent is not the only measure of the shift from desktop to mobile ©2012 eMarketer Inc.
  • 18. Mobile is likewise becoming a more prominent channel for commerce transactions ©2012 eMarketer Inc.
  • 19. Remember that websites are an important entry point for mobile shoppers Source: Google/Sterling Research/SmithGeiger, July 2012 ©2012 eMarketer Inc.
  • 20. 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.
  • 21. No. 3: Circuitous is the new linear in commerce ©2012 eMarketer Inc.
  • 22. Traditional media ads continue to exercise a strong influence on purchase decisions ©2012 eMarketer Inc.
  • 23. Digital makes deeper inroads into the purchase process every year In-store commerce Ecommerce Mcommerce ©2012 eMarketer Inc.
  • 24. Ecommerce is no longer just “electronic” commerce … ©2012 eMarketer Inc.
  • 25. … it’s “everywhere” commerce ©2012 eMarketer Inc.
  • 26. Smart devices now come into play at every stage of the purchase process ©2012 eMarketer Inc.
  • 27. Most mobile shoppers are not channel-exclusive ©2012 eMarketer Inc.
  • 28. 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.
  • 29. 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.
  • 30. No. 4: Content (marketing) is king ©2012 eMarketer Inc.
  • 31. Not surprisingly, brand marketers and their agency partners are rushing to establish content marketing strategies ©2012 eMarketer Inc.
  • 32. The principles of content marketing are applicable across industries ©2012 eMarketer Inc.
  • 33. Remember that content comprises paid, owned and earned ©2012 eMarketer Inc.
  • 34. The Breakroom in Redken’s Style Station app: “Facebook for hairstylists” ©2012 eMarketer Inc.
  • 35. Most content marketing aims to drive pre- and post-sales activity ©2012 eMarketer Inc.
  • 36. In an increasingly mobilized world, context shares the crown Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 37. 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.
  • 38. No. 5: Data emerges as marketing’s key currency ©2012 eMarketer Inc.
  • 39. “Big Data” is only getting bigger ©2012 eMarketer Inc.
  • 40. The majority of companies today characterize themselves as “data driven” but most still see gaps in their use of Big Data ©2012 eMarketer Inc.
  • 41. Big Data at work: Personalizing recommendations for you ©2012 eMarketer Inc.
  • 42. 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.
  • 43. Waze uses crowdsourced data to build platform; delivers targeted offers in return Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 44. 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.
  • 46. Marketing re-imagined requires a new approach Know your customer as an individual Create value at every touch Be an authentic brand and culture
  • 47. 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
  • 48. 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
  • 49. 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.
  • 50. 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.

Editor's Notes

  1. Image courtesy of W3C (http://www.w3c.org)
  2. Photocourtesy of Olivier Hodac (http://www.flickr.com/photos/hodac/2059545516/sizes/l/in/photostream/)
  3. Photocourtesy of schmilblick (http://www.flickr.com/photos/schmilblick/252772357/sizes/l/in/photostream/)
  4. Photocourtesy of http://www.linnareacu.org/blog/2011/04/01/cut-the-cord/
  5. Photocourtesy of Jody McIntyre (http://www.flickr.com/photos/scjody/4760179982/sizes/l/in/photostream/).
  6. Photocourtesy of Wikipedia (http://commons.wikimedia.org/wiki/File:Chess_king_and_pawns.jpg)
  7. Photo courtesy of sachyn (http://www.sxc.hu/photo/1072645)
  8. Images courtesy of Waze (http://www.waze.com/blog/introducing-waze-ads-bringing-you-the-most-relevant-local-merchants-and-big-brand-stores-along-your-route/)