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© 2018 eMarketer Inc.
Key Digital Trends for 2018:
Our Predictions for What Will Matter
to Marketers
January 18, 2018
Made...
© 2018 eMarketer Inc.
No. 1: Let’s Be Clear
Our prediction: Social ad transparency will become
a big deal, whether adverti...
© 2018 eMarketer Inc.
The impetus
behind more
transparency
in social ads:
Consumer
trust has
taken a hit
due to news
of Ru...
© 2018 eMarketer Inc.
No. 2: Listen Up
Our prediction: Voice search will become too
popular for marketers to ignore—or to ...
© 2018 eMarketer Inc.
Growth during
2017 has
voice search
poised to be a
widespread
consumer
practice in
2018
#eMwebinar M...
© 2018 eMarketer Inc.
No. 3: Get Real
Our prediction: While virtual reality will show some
growth, augmented reality will ...
© 2018 eMarketer Inc.
“We’re bringing it to mainstream.”
–Tim Cook, Apple CEO
© 2018 eMarketer Inc.
The diverging
paths of AR
and VR
#eMwebinar Made possible by
No More
Digital Guesswork
Brigitte Donner
VP Marketing, Optimizely
San Francisco, CA
DRIVING INNOVATION
THROUGH EXPERIMENT...
“Our success is a function of how
many experiments we do per
year, per month, per week, per
day.”
Jeff Bezos
Experimentation is the Next Great
Business Transformation
“Our success is a function of
how many experiments
we do per year, per month,
per week, per day.”
“Instead of saying ‘I ha...
Digital Experience Optimization:
Digital Products, commerce & campaigns
Up to 5X Increase in Yield:
Revenue, share of wall...
26 of the fortune 100 have chosen Optimizely to drive their digital experience
We’re Proud to Work With Great Global Enter...
Experimentation is the Next Great
Business Transformation
MATURITY
BENCHMARK
NEXT STEPS
© 2018 eMarketer Inc.
No. 4: Stay Focused
Our prediction: The marketing world’s attention will
shift to Gen Z (thus, away ...
© 2018 eMarketer Inc.
Millennials
are becoming
homeowners
#eMwebinar Made possible by
© 2018 eMarketer Inc.
No. 5: Privacy Shift
Our prediction: Hacks and breaches—plus new law
in Europe—will finally start to...
© 2018 eMarketer Inc.
“The right to protection of personal data …
the right to be forgotten.”
© 2018 eMarketer Inc.
Consumers
doubt that their
data is secure
#eMwebinar Made possible by
© 2018 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer rep...
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eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will Matter to Marketers

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For a hard-working marketer, what would the new year be without predictions about trends in ad transparency, generational targeting and voice search? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.

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eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will Matter to Marketers

  1. 1. © 2018 eMarketer Inc. Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers January 18, 2018 Made possible by Mark Dolliver Principal Analyst
  2. 2. © 2018 eMarketer Inc. No. 1: Let’s Be Clear Our prediction: Social ad transparency will become a big deal, whether advertisers like it or not.
  3. 3. © 2018 eMarketer Inc. The impetus behind more transparency in social ads: Consumer trust has taken a hit due to news of Russia’s meddling in the election #eMwebinar Made possible by
  4. 4. © 2018 eMarketer Inc. No. 2: Listen Up Our prediction: Voice search will become too popular for marketers to ignore—or to get wrong.
  5. 5. © 2018 eMarketer Inc. Growth during 2017 has voice search poised to be a widespread consumer practice in 2018 #eMwebinar Made possible by
  6. 6. © 2018 eMarketer Inc. No. 3: Get Real Our prediction: While virtual reality will show some growth, augmented reality will become mainstream.
  7. 7. © 2018 eMarketer Inc. “We’re bringing it to mainstream.” –Tim Cook, Apple CEO
  8. 8. © 2018 eMarketer Inc. The diverging paths of AR and VR #eMwebinar Made possible by
  9. 9. No More Digital Guesswork Brigitte Donner VP Marketing, Optimizely San Francisco, CA DRIVING INNOVATION THROUGH EXPERIMENTATION
  10. 10. “Our success is a function of how many experiments we do per year, per month, per week, per day.” Jeff Bezos
  11. 11. Experimentation is the Next Great Business Transformation
  12. 12. “Our success is a function of how many experiments we do per year, per month, per week, per day.” “Instead of saying ‘I have an idea,’ what if you said ‘I have a new hypothesis, let’s go test it.’” “Our company culture encourages experimentation and free flow of ideas.” “One of the things I’m most proud of, and I think what is the key to our success, is this testing framework we’ve built.” Experimentation is the Next Great Business Transformation Jeff Bezos Larry Page Mark Zuckerberg Satya Nadella The Surprising Power of Online Experiments
  13. 13. Digital Experience Optimization: Digital Products, commerce & campaigns Up to 5X Increase in Yield: Revenue, share of wallet, funnel conversion, risk mitigation, ops efficiency Partner of Choice: Work with leading global enterprises & “digital disruptors” including 26 of F100 OUR COMPANY Digital Experimentation Platform: Next gen “Test and Learn” system Replaces Digital Guesswork: with evidence-based optimization Speeds Innovation & Optimization: Single platform for marketing & product teams Best-in-class stats & machine learning Consumer-grade usability Enterprise program management & prof. services OUR SOLUTION
  14. 14. 26 of the fortune 100 have chosen Optimizely to drive their digital experience We’re Proud to Work With Great Global Enterprises
  15. 15. Experimentation is the Next Great Business Transformation
  16. 16. MATURITY BENCHMARK NEXT STEPS
  17. 17. © 2018 eMarketer Inc. No. 4: Stay Focused Our prediction: The marketing world’s attention will shift to Gen Z (thus, away from millennials) at just the wrong time.
  18. 18. © 2018 eMarketer Inc. Millennials are becoming homeowners #eMwebinar Made possible by
  19. 19. © 2018 eMarketer Inc. No. 5: Privacy Shift Our prediction: Hacks and breaches—plus new law in Europe—will finally start to change the digital privacy landscape.
  20. 20. © 2018 eMarketer Inc. “The right to protection of personal data … the right to be forgotten.”
  21. 21. © 2018 eMarketer Inc. Consumers doubt that their data is secure #eMwebinar Made possible by
  22. 22. © 2018 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Mark Dolliver Senior Analyst Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers  US Social Trends for 2018: eMarketer’s Predictions for the Year  Canada Trends 2018: Five Things to Watch for Next Year  Western Europe Digital Trends for 2018: GDPR, Harmonization, the On-Demand Economy and Voice  Q4 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

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