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Principal Analysts,  eMarketer, Inc. Key Digital Trends for 2011 Sponsored  by: Presented By:  Noah Elkin Debra Aho Williamson David Hallerman  D E C E M B E R  1 6  2 0 1 0 N E W  Y O R K  NY
7 Trends for  2011 Trend 1:   Apps Invade All Platforms Trend 2 :   Content Consumption Convergence Trend 3:   Location, Location, Location Trend 4:   Social Gets Its Share of Marketing Dollars Trend 5:   Real-Time Bidding Trend 6:   Targeting Audiences vs. Content Trend 7:   Online Privacy Debate Heats Up
Trend #1 Apps Invade All Platforms Noah Elkin Principal Analyst, eMarketer, Inc.  @noahelkin
We’re accustomed to using apps on  mobile devices Source: Distimo, Dec 2010
Next phase in evolution: apps go everywhere —  mobile, desktop, TV
Trend #2 Content Consumption Convergence
Consumers engage seamlessly with content across  multiple platforms Twitter: #eMwebinar
Exploit  unique characteristics  each platform offers… Source: Rhythm NewMedia, “Q3 2010 Mobile Video Advertising Report”
… and pay close attention to the way devices and context  increase the appeal of advertising
Trend #3 Location, Location, Location
Social networks  are increasingly the conduit for mobile communication
Mobile social network usage will  more than double  between 2010 and 2015 Twitter: #eMwebinar
Location-based services  have surged but aren’t yet mainstream
Checking in motivated by prospect of value exchange:  obtaining useful information  and  finding deals
Marketer spending around location is starting to  ramp up
Trend #4 Social Gets  Its Share of Marketing Dollars Debra Aho Williamson Principal Analyst, eMarketer, Inc.  @DebraWilliamson
Social media is no longer an  add-on  for marketers ,[object Object],[object Object],[object Object],[object Object],Twitter: #eMwebinar
Four out of five   marketers will utilize  social media tools in 2011
Changing consumer usage patterns make social media  a must ,[object Object],[object Object],[object Object]
More than  8 in 10   companies plan spending increases next year Twitter: #eMwebinar
However, not every industry has adopted social media at the same rate—and  some never will
Among  those that do use social media, usage  rates are  approaching the level of email marketing
As marketers funnel more funds toward social media, spending on traditional forms of  advertising is  falling
Businesses are divided on who should manage social media Only 6% have a  dedicated group
Marketer perspectives: Intel and GM “ Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” — eMarketer interview with Kathleen Malone, Senior Manager and Social Media Strategist “ The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” — eMarketer interview with Christopher Barger, Global Director of Social Media
Although budgets are rising, the  ROI question is still not answered
Trend #5 Real-Time Bidding David Hallerman Principal Analyst, eMarketer, Inc. @DHallerman
Display advertising will be an even bigger source of  spending growth  than search
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What  real-time bidding  (RTB) means for marketers looking to buy display ads Twitter: #eMwebinar
Demand side platforms  (DSPs) and  advertising exchanges : two key elements of the RTB ecosystem ( ad networks, too )
 
Trend #6 Targeting Audiences vs. Content
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],On  one side , classic content targeting On the  other side , only audiences matter
In 2010, four types of targeting used by  50% or more: •  Demographic •  Behavioral •  Channel •  Contextual Twitter: #eMwebinar
Audience  segmentation  and  targeting  key   factors driving the move to digital marketing
Audience targeting for display part of larger,  holistic  online advertising
Trend #7 Online Privacy Debate  Heats Up
7 key factors driving the  debate  about  digital privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter: #eMwebinar
Behavioral targeting: The more people know,  the less  they seem to like it
Marketers’ own concerns about privacy  limit spending  on behavioral targeting
Regulation: More people  trust  the government than advertisers ( but most don’t trust either entity )
Privacy  concerns  ( or not ) among half of social network users Source: Marist Institute, July 2010
Unica’s Definition of Interactive Marketing Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior
Survey Results: “Are you doing ‘interactive marketing?’” From Unica’s global survey of senior marketers, launched October 2010
Survey Results: “What makes interactive marketing hard?” From Unica’s global survey of senior marketers, launched October 2010
Unica’s Interactive Marketing  Technology Framework Facilitates  collaboration and cross-channel planning, design, execution, and measurement. Integrated Marketing Operations Awareness Decisioning Execution Plans & Budgets People & Processes Data & Assets Measurement & Performance Web Analytics Predictive Analytics Visual Exploration Event Detection Segmentation Offer Management Real-Time Targeting Interaction History Contact Optimization Email Inbound Integration Lead Routing & Monitoring Distributed Marketing Search Optimization
Unica, an IBM Company 100% focused  on marketing Over 1,500 customers  worldwide Market leading cross-channel campaign management Solutions available both OnDemand and  Enterprise
Privacy  concerns  ( or not ) among half of social network users Source: Marist Institute, July 2010
7 Trends for  2011 Trend 1:   Apps Invade All Platforms Trend 2 :   Content Consumption Convergence Trend 3:   Location, Location, Location Trend 4:   Social Gets Its Share of Marketing Dollars Trend 5:   Real-Time Bidding Trend 6:   Targeting Audiences vs. Content Trend 7:   Online Privacy Debate Heats Up
Twitter hashtag: #eMwebinar Sponsored  by: Key Digital Trends for 2011 Questions & Answers Registrants will receive an email tomorrow that includes a link to view the slide deck and webinar recording.  For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.  To learn about  eMarketer Total Access  please visit  www.emarketer.com/products or contact us: (800) 405-0844  [email_address]   Principal Analysts, eMarketer, Inc. Presented by: Noah Elkin, Debra Aho Williamson and David Hallerman

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eMarketer Webinar: Key Digital Trends for 2011

  • 1. Principal Analysts, eMarketer, Inc. Key Digital Trends for 2011 Sponsored by: Presented By: Noah Elkin Debra Aho Williamson David Hallerman D E C E M B E R 1 6 2 0 1 0 N E W Y O R K NY
  • 2. 7 Trends for 2011 Trend 1: Apps Invade All Platforms Trend 2 : Content Consumption Convergence Trend 3: Location, Location, Location Trend 4: Social Gets Its Share of Marketing Dollars Trend 5: Real-Time Bidding Trend 6: Targeting Audiences vs. Content Trend 7: Online Privacy Debate Heats Up
  • 3. Trend #1 Apps Invade All Platforms Noah Elkin Principal Analyst, eMarketer, Inc. @noahelkin
  • 4. We’re accustomed to using apps on mobile devices Source: Distimo, Dec 2010
  • 5. Next phase in evolution: apps go everywhere — mobile, desktop, TV
  • 6. Trend #2 Content Consumption Convergence
  • 7. Consumers engage seamlessly with content across multiple platforms Twitter: #eMwebinar
  • 8. Exploit unique characteristics each platform offers… Source: Rhythm NewMedia, “Q3 2010 Mobile Video Advertising Report”
  • 9. … and pay close attention to the way devices and context increase the appeal of advertising
  • 10. Trend #3 Location, Location, Location
  • 11. Social networks are increasingly the conduit for mobile communication
  • 12. Mobile social network usage will more than double between 2010 and 2015 Twitter: #eMwebinar
  • 13. Location-based services have surged but aren’t yet mainstream
  • 14. Checking in motivated by prospect of value exchange: obtaining useful information and finding deals
  • 15. Marketer spending around location is starting to ramp up
  • 16. Trend #4 Social Gets Its Share of Marketing Dollars Debra Aho Williamson Principal Analyst, eMarketer, Inc. @DebraWilliamson
  • 17.
  • 18. Four out of five marketers will utilize social media tools in 2011
  • 19.
  • 20. More than 8 in 10 companies plan spending increases next year Twitter: #eMwebinar
  • 21. However, not every industry has adopted social media at the same rate—and some never will
  • 22. Among those that do use social media, usage rates are approaching the level of email marketing
  • 23. As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling
  • 24. Businesses are divided on who should manage social media Only 6% have a dedicated group
  • 25. Marketer perspectives: Intel and GM “ Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” — eMarketer interview with Kathleen Malone, Senior Manager and Social Media Strategist “ The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” — eMarketer interview with Christopher Barger, Global Director of Social Media
  • 26. Although budgets are rising, the ROI question is still not answered
  • 27. Trend #5 Real-Time Bidding David Hallerman Principal Analyst, eMarketer, Inc. @DHallerman
  • 28. Display advertising will be an even bigger source of spending growth than search
  • 29.
  • 30. Demand side platforms (DSPs) and advertising exchanges : two key elements of the RTB ecosystem ( ad networks, too )
  • 31.  
  • 32. Trend #6 Targeting Audiences vs. Content
  • 33.
  • 34. In 2010, four types of targeting used by 50% or more: • Demographic • Behavioral • Channel • Contextual Twitter: #eMwebinar
  • 35. Audience segmentation and targeting key factors driving the move to digital marketing
  • 36. Audience targeting for display part of larger, holistic online advertising
  • 37. Trend #7 Online Privacy Debate Heats Up
  • 38.
  • 39. Behavioral targeting: The more people know, the less they seem to like it
  • 40. Marketers’ own concerns about privacy limit spending on behavioral targeting
  • 41. Regulation: More people trust the government than advertisers ( but most don’t trust either entity )
  • 42. Privacy concerns ( or not ) among half of social network users Source: Marist Institute, July 2010
  • 43. Unica’s Definition of Interactive Marketing Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior
  • 44. Survey Results: “Are you doing ‘interactive marketing?’” From Unica’s global survey of senior marketers, launched October 2010
  • 45. Survey Results: “What makes interactive marketing hard?” From Unica’s global survey of senior marketers, launched October 2010
  • 46. Unica’s Interactive Marketing Technology Framework Facilitates collaboration and cross-channel planning, design, execution, and measurement. Integrated Marketing Operations Awareness Decisioning Execution Plans & Budgets People & Processes Data & Assets Measurement & Performance Web Analytics Predictive Analytics Visual Exploration Event Detection Segmentation Offer Management Real-Time Targeting Interaction History Contact Optimization Email Inbound Integration Lead Routing & Monitoring Distributed Marketing Search Optimization
  • 47. Unica, an IBM Company 100% focused on marketing Over 1,500 customers worldwide Market leading cross-channel campaign management Solutions available both OnDemand and Enterprise
  • 48. Privacy concerns ( or not ) among half of social network users Source: Marist Institute, July 2010
  • 49. 7 Trends for 2011 Trend 1: Apps Invade All Platforms Trend 2 : Content Consumption Convergence Trend 3: Location, Location, Location Trend 4: Social Gets Its Share of Marketing Dollars Trend 5: Real-Time Bidding Trend 6: Targeting Audiences vs. Content Trend 7: Online Privacy Debate Heats Up
  • 50. Twitter hashtag: #eMwebinar Sponsored by: Key Digital Trends for 2011 Questions & Answers Registrants will receive an email tomorrow that includes a link to view the slide deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address] Principal Analysts, eMarketer, Inc. Presented by: Noah Elkin, Debra Aho Williamson and David Hallerman