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F E B R U A R Y  2  2 0 1 1 N E W  Y O R K  N Y 7 Key Digital Trends for 2011 Geoffrey Ramsey @geofframsey
What we’ll   look at   this morning… Trend 1:   Shifting Content Consumption Patterns Trend 2 :  Shifting Media Dollars  Trend 3:  Apps, Apps, Everywhere! Trend 4:  Social Media Even More Critical Trend 5:  Location Is More Than a Check-In Trend 6:   Online Buying Gets More Efficient, Targeted Trend 7:   Magnetic Content Rules
Trend #1 Shifting Content Consumption Patterns
TV:  4 hrs, 24 mins Internet:  2 hrs, 35 mins Mobile:  50 mins Newspapers:  30 mins Magazines: 20 mins
Consumers engage seamlessly with content across  multiple platforms
… and pay close attention to the way devices and context  increase the appeal of advertising
Trend #2 Shifting Media Dollars
 
edge of cliff here Accountability mandate driving need for more efficient media Fragmentation = niche audiences Shift to “owned” and  “earned media”
Influx of SMB  buyers due to self-serve display buying platforms Improved quality of display targeting, buying efficiencies  (RTB), creative and measurement Hockey stick  growth in video Display = $10.1 B Plus, under the right conditions, people  will  pay attention to banner ads…
Trend #3 Apps, Apps, Everywhere
6.6 billion In-app ads =   5%  of total mobile ad spending in US
 
Installed base of both  smartphones and   tablets  will continue to see strong growth
Trend #4 Social Media Becomes Essential
Social media will  rival email marketing   for budget increases
Social media gets a  bigger share  of marketing dollars in 2011
As CPG marketers funnel more funds toward social media and brand advertising, spending on traditional forms of  advertising is  falling It’s less about  buying  social media, and more about how you can  earn  and  own  it! It’s all a matter of TRUST Consumers trust each other more than they do marketers
The Hierarchy of TRUSTED Sources #1 Friends, Family Editorial Content, Traditional and Online Face-to-face, personal interactions Sources: Edelman; ARAnet; Lightspeed Research; Technorati, etc Advertiser “ Social Sites” Real Friends Someone I follow on Twitter
Businesses are divided on who should manage   social media
 
Social media is no longer an  add-on  for marketers Usage of social media tools is still growing.   80% of companies with 100+ employees will use social media marketing in 2011 . Budgets are increasing.   Marketers are shifting funds into social media and away from other types of marketing. Integration is key.   Although some companies have created separate social media departments, the more common trend is to integrate it across company functions. The need for ROI is critical.   Without it, future spending increases may be curtailed.
Mobile social network usage will  more than double  between 2010 and 2015
Thank you Twitter @geofframsey Won’t you “like” me?
eMarketer: A business information service  unlike any other Founded in 1996, eMarketer has become  the first place  to look   for unbiased research and trend analysis on digital marketing and media.  Approach & Expertise We aggregate, filter, organize and analyze data from more than 4,000 global sources. By doing so, eMarketer provides its customers with   a level  of confidence   far greater than a single source ever could.  Analysts put the   data into context   covering all aspects  of the market, with overviews and insights that cannot be found anywhere else.
The Total Access  Advantage A few of our clients: Over  600 corporations , representing thousands of users, rely on  Total Access , eMarketer’s subscription service.  With Total Access, you get: Thousands of detailed charts Over 80 analyst reports per year Interviews with industry leaders Webinars, case studies and articles Plus,   the   world’s   largest   searchable   database   of   digital marketing   statistics

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7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey

  • 1. F E B R U A R Y 2 2 0 1 1 N E W Y O R K N Y 7 Key Digital Trends for 2011 Geoffrey Ramsey @geofframsey
  • 2. What we’ll look at this morning… Trend 1: Shifting Content Consumption Patterns Trend 2 : Shifting Media Dollars Trend 3: Apps, Apps, Everywhere! Trend 4: Social Media Even More Critical Trend 5: Location Is More Than a Check-In Trend 6: Online Buying Gets More Efficient, Targeted Trend 7: Magnetic Content Rules
  • 3. Trend #1 Shifting Content Consumption Patterns
  • 4. TV: 4 hrs, 24 mins Internet: 2 hrs, 35 mins Mobile: 50 mins Newspapers: 30 mins Magazines: 20 mins
  • 5. Consumers engage seamlessly with content across multiple platforms
  • 6. … and pay close attention to the way devices and context increase the appeal of advertising
  • 7. Trend #2 Shifting Media Dollars
  • 8.  
  • 9. edge of cliff here Accountability mandate driving need for more efficient media Fragmentation = niche audiences Shift to “owned” and “earned media”
  • 10. Influx of SMB buyers due to self-serve display buying platforms Improved quality of display targeting, buying efficiencies (RTB), creative and measurement Hockey stick growth in video Display = $10.1 B Plus, under the right conditions, people will pay attention to banner ads…
  • 11. Trend #3 Apps, Apps, Everywhere
  • 12. 6.6 billion In-app ads = 5% of total mobile ad spending in US
  • 13.  
  • 14. Installed base of both smartphones and tablets will continue to see strong growth
  • 15. Trend #4 Social Media Becomes Essential
  • 16. Social media will rival email marketing for budget increases
  • 17. Social media gets a bigger share of marketing dollars in 2011
  • 18. As CPG marketers funnel more funds toward social media and brand advertising, spending on traditional forms of advertising is falling It’s less about buying social media, and more about how you can earn and own it! It’s all a matter of TRUST Consumers trust each other more than they do marketers
  • 19. The Hierarchy of TRUSTED Sources #1 Friends, Family Editorial Content, Traditional and Online Face-to-face, personal interactions Sources: Edelman; ARAnet; Lightspeed Research; Technorati, etc Advertiser “ Social Sites” Real Friends Someone I follow on Twitter
  • 20. Businesses are divided on who should manage social media
  • 21.  
  • 22. Social media is no longer an add-on for marketers Usage of social media tools is still growing. 80% of companies with 100+ employees will use social media marketing in 2011 . Budgets are increasing. Marketers are shifting funds into social media and away from other types of marketing. Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions. The need for ROI is critical. Without it, future spending increases may be curtailed.
  • 23. Mobile social network usage will more than double between 2010 and 2015
  • 24. Thank you Twitter @geofframsey Won’t you “like” me?
  • 25. eMarketer: A business information service unlike any other Founded in 1996, eMarketer has become the first place to look for unbiased research and trend analysis on digital marketing and media. Approach & Expertise We aggregate, filter, organize and analyze data from more than 4,000 global sources. By doing so, eMarketer provides its customers with a level of confidence far greater than a single source ever could. Analysts put the data into context covering all aspects of the market, with overviews and insights that cannot be found anywhere else.
  • 26. The Total Access Advantage A few of our clients: Over 600 corporations , representing thousands of users, rely on Total Access , eMarketer’s subscription service. With Total Access, you get: Thousands of detailed charts Over 80 analyst reports per year Interviews with industry leaders Webinars, case studies and articles Plus, the world’s largest searchable database of digital marketing statistics