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D E C E M B E R 1 5, 2 0 1 1
N E W Y O R K, NY




Presented By:


                               Key Digital Trends
Noah Elkin
David Hallerman
Debra Aho Williamson
                               for 2012

  Principal Analysts,
  eMarketer Inc.
                                            Sponsored by:




                                                 ©2011 eMarketer Inc.
A Virtuous Cycle:
             Trends in Device
             Adoption, Consumer
             Behavior and Content
Noah Elkin   Availability
@noahelkin




                               ©2011 eMarketer Inc.
A perfect storm of opportunity is brewing
         for digital marketers




Image courtesy of Morse87/Flickr              ©2011 eMarketer Inc.
Technology
adoption is
accelerating
rapidly,
raising
consumer
expectations
about
content
delivery and
accessibility



                ©2011 eMarketer Inc.
Pace of
change in
consumer
behavior is
even greater
in large
emerging
markets,
such as the
BRIC
countries



               ©2011 eMarketer Inc.
Forecast: Cloudy, with a chance of…
         music




Image courtesy of PhysicalGeography.net        ©2011 eMarketer Inc.
2012 will be the year cloud-based
streaming gets a full test




                                    ©2011 eMarketer Inc.
What it means: finding the opportunities
that exist in today’s technology stack

                                   • Communication
                      Activities   • Media consumption
                                   • Commerce

                                   •   Facebook
                                   •   Twitter
                      Platforms    •   Amazon
                                   •   Netflix
                                   •   PCs
                                   •   Smartphones
                      Devices      •   Tablets
                                   •   Over-the-Top



Twitter: #eMwebinar                                   ©2011 eMarketer Inc.
The Check-Ins Begin
to Check Out




                 ©2011 eMarketer Inc.
Awareness
of location-
based
services has
surged, but
usage is still
far from
mainstream




                 ©2011 eMarketer Inc.
Finding deals is a bigger motivator for
using geolocation than gaining status




                                          ©2011 eMarketer Inc.
The next wave in location revolves
around enabling commerce

 Lots of attention on time-sensitive deals. But an
   open question remains: Are daily deals good deals for merchants? Or
   are they giving away the store?


 Growing emphasis on generating loyalty. Local
   merchants and national brands alike recognize that customer
   acquisition needs to be balanced with customer loyalty.


 Ad dollars will follow shoppers. The combination of
   location, mobile, social and commerce will form a potent force in the
   advertising market.



Twitter: #eMwebinar                                                 ©2011 eMarketer Inc.
Usage of
mobile
coupons is
modest
but growing
rapidly,
driven by
smartphone
owners




              ©2011 eMarketer Inc.
Consumer
interest in
mobile wallet
services is
growing, but
the value
proposition
is not yet
clear




                ©2011 eMarketer Inc.
Forecasts agree on mobile payments
growth, but not on how much money is on the
table

                                               $670B
                                               (2015)
                            $556B
                            (2016)
                                                              Juniper
            $246B                                             (July 2011)
            (2011)                         visiongain
                                           (Aug 2011)
                            Yankee Group
  $86.1B                    (July 2011)
  (2011)
              Gartner
              (July 2011)
                                                Note: figures above are worldwide


Twitter: #eMwebinar                                                         ©2011 eMarketer Inc.
The last mile is always the longest,
         hardest … and most expensive




Image courtesy of Lubos Brieda
Advertising and
                  Marketing in 2012

David Hallerman
 @dhallerman




                                      ©2011 eMarketer Inc.
Key trends for digital advertising in
2012…

   Magnetic content: attract rather than
    distract, engage rather than intrude
   Video leads the way: brand advertising
    follows sometimes traditional, sometimes
    interactive paths
   Programmatic buying: efficient and
    effective for display advertising
   Privacy concerns: will become
    increasingly central to digital marketing
Twitter: #eMwebinar                             ©2011 eMarketer Inc.
Magnetic Content




                   ©2011 eMarketer Inc.
What blurs the line between
advertising and content?

 Magnetic content, which can be…
 …branded videos
 …interactive games
 …mobile apps
 …digital contests
 …any method that attracts as it promotes

Twitter: #eMwebinar                   ©2011 eMarketer Inc.
Magnetic
content
often blends
channels
and methods
to reach the
audience
seamlessly
across
platforms



               ©2011 eMarketer Inc.
Branded
social
pages help
mix the
message
with a call
to action,
such as
discounts




              ©2011 eMarketer Inc.
Branded
apps are a
prime form
of magnetic
content




              ©2011 eMarketer Inc.
Viral video is ―classic‖ magnetic
content—and is used more and more




                                    ©2011 eMarketer Inc.
Magnetic content can bypass consumer
dislike for advertising and engage them


              “The ad is yesterday. Content is the future.”
              —Oliver Newton, head of emerging platforms,
              Starcom MediaVest



              “You’ll start to see us—and in general the
              industry—move away from just the static push
              advertising to more engaged conversations.”
              —Scott Kelly, digital marketing manager, Ford
              Motor Co.

Twitter: #eMwebinar                                      ©2011 eMarketer Inc.
Video Leads Online
Ad Growth




                     ©2011 eMarketer Inc.
Spending for
online video
advertising
in 2012 will
pass the $3
billion mark,
growing
faster than
any other
online ad
format




                ©2011 eMarketer Inc.
Better reach
will be the
main factor
leading
toward more
video ad
buys




               Twitter: #eMwebinar   ©2011 eMarketer Inc.
And better reach will come from the
rapidly growing online TV audience




                                      ©2011 eMarketer Inc.
63% of publishers see in-stream video
generating the most ad revenue in 2012




                                    ©2011 eMarketer Inc.
As online video becomes more
established, new layers will be added




                                        ©2011 eMarketer Inc.
Programmatic Buying
for Display Advertising




                    ©2011 eMarketer Inc.
Ad inventory options: old ways and
new methods

  Publisher direct (premium)
  Ad networks
  Ad exchanges
  Private exchanges
  Demand-side platforms (DSPs)
  Real-time bidding (RTB)

Twitter: #eMwebinar
Publishers
extend their
sales reach
by putting
inventory on
exchanges
or other
real-time
platforms
What is a private exchange?


       Marketplace in which one large publisher sells
        inventory based on its segmented user base

       While many are a single publisher, some are
        small, related groups of publishers

       Also can be large groups (ex:
        QuadrantOne, which sells inventory from
        hundreds of newspaper sites)

       Often fueled using RTB technology

Twitter: #eMwebinar
Nick Johnson, senior vice president, digital
media sales, NBC Universal




                 “If advertisers want to
                 come in, we’re selling
                  them the network.
                 We’re not selling them
                   placements; we’re
                 selling them people.”
What is a demand-side platform
(DSP)?

       System for managing multiple ad exchange
        accounts using a single interface

       Lets marketers integrate outside data directly
        into DSPs for buying via RTB methods

       Prime example of programmatic buying

       Trading desks are essentially in-house
        agency DSPs


Twitter: #eMwebinar
Significant share of those considering a
DSP say it will be a part of their efforts
What is real-time bidding (RTB)?


       Component of a DSP, ad exchange or network
        that lets buyers use their own data and
        targeting options to bid for each ad impression
       Gives marketers a controlled environment
        for buying ad inventory and optimizing costs
       Fueled by a wealth of data, such as IP address,
        geolocation, current site user is viewing, ad unit
        size and format, time of day, user profile
       Based on instantaneous auctions (duh!)
Twitter: #eMwebinar
RTB’s share of display spending is still
small, but growing rapidly
Programmatic buying: can be more
effective, but control is a concern
Privacy Concerns:
Real and Growing




                    ©2011 eMarketer Inc.
Internet
users
regularly
contradict
themselves
about
privacy
concerns
Is the privacy debate outdated? Or is
the concept of privacy simply changing?
The vast
majority of
consumers
simply want
to know
what data is
being
collected, a
form of
control
When it
comes to
data, control
and
knowledge
are essential
for at least
half of
consumers
Interesting
that ―only‖
59% of
internet
users say
government
should be
responsible
for
protecting
their privacy
Which players should be responsible
for protecting user privacy?

       Advertisers and agencies?
       Online publishers and retailers?
       Search engines?
       Trade groups, such as the IAB?
       Privacy vendors, such as TRUSTe or Evidon?
       Other ad-infrastructure vendors, such as ad networks?
       Browser makers?
       Operating-system creators?
       The government?
       Users themselves?
Twitter: #eMwebinar
Two basic ways the ad industry is
responding to privacy challenges

  Transparency: here is what we’re
   doing and why we’re doing it
  Trade-offs: here is something of value
   in exchange for your time, attention and
   data
        Of course, transparency itself is
        a form of value—knowledge and
        control help create trust
Twitter: #eMwebinar
Trends in Social Media
                   Marketing

   Debra Aho
   Williamson
@debrawilliamson




                                      ©2011 eMarketer Inc.
Social Network
Audience: 66% of US
Internet Users in 2012




                   ©2011 eMarketer Inc.
Two-thirds of US internet users will use
social networks in 2012


But the
pace of
growth will
be less
dramatic
over the
next few
years.
Asian, Black and Hispanic populations
lead in usage




Twitter: #eMwebinar
Social Network Ad
Revenues: Still Rising




                   ©2011 eMarketer Inc.
Worldwide social network ad revenues
will pass $8 billion in 2012
Facebook will have $5.8 billion in
advertising revenue in 2012
Facebook trends to watch in 2012:


 Privacy. The FTC agreement doesn’t mean
  Facebook’s privacy challenges are over. There will be
  more attention than ever on how Facebook uses its
  members’ information.
 Ad revenue. To keep ad revenues growing, the
  company will spend more time evangelizing the
  benefits of buying ads to support a Facebook marketing
  presence.
 Mobile. Facebook needs to make its mobile platform
  even better to attract international audiences. And
  mobile ads are long overdue.

Twitter: #eMwebinar
Measurement: Moving
Toward Metrics That
Prove Business Value




                 ©2011 eMarketer Inc.
CMOs need
hard
metrics to
support
social
media
spending
increases
Marketers
still
focusing on
measuring
fans rather
than
business
results
Top
companies
want to
gain more
consumer
insights
and
develop
dashboards
and KPIs
How to get to the metrics that matter




                                                    Look at more
                                                    than branding
                                                    results
                                Don’t wait for
                                the silver bullet
                                success metric


               Know your
               business goals


Measure
(something!)
                                                    Be a leader in
                                                    the next phase
                                                    of social media
                                                    measurement.
Google+: Attracting
Marketer Attention




                  ©2011 eMarketer Inc.
Google+ will draw marketer attention in
2012

 Google’s social network opened to brands in
  November 2011. Consumers can add a brand to
  their Google+ Circles. Brands can then do the same,
  segmenting their audience into different groups.
 +1 button adds social actions to search. A
  Google+ page can affect a brand’s search results, and
  searching on Google for “+[Brand]” takes the user
  directly to the company’s Google+ page.
 Early usage trends have been up and down.
  However, the size of the audience may be moot if
  Google can create new ad products that blend social
  and search.
Twitter: #eMwebinar
Adoption of Google+ Pages is promising,
with 61% of the top 100 brands there
Wrap-Up: 2012 –
             Doomsday or Payday?

Noah Elkin
@noahelkin




                             ©2011 eMarketer Inc.
London Olympic Games promise true
multiscreen opportunities




                                    ©2011 eMarketer Inc.
Digital is the new battleground state




                                        ©2011 eMarketer Inc.
2012 presidential election and Olympics
will provide a short-term advertising jolt




                                       ©2011 eMarketer Inc.
Key takeaways


 Device adoption trends signal new imperatives for
  marketers. Consumers’ approach is increasingly platform-agnostic.
 The line between advertising and content continues
  to blur. Marketers are looking to bypass consumer dislike of advertising
   through new forms of cross-channel engagement.

 Social networking remains in growth mode. Users and
   ad revenues are on the rise; measurement is still evolving.

 Consumers’ mobile, social and shopping behaviors
  are converging at the last mile. Brands need to understand
   where location fits with their different touchpoints, from check-in to checkout.

 Privacy remains on the front burner for consumers
  and marketers alike. Concerns are real and growing across online,
   social and mobile platforms.

Twitter: #eMwebinar                                                          ©2011 eMarketer Inc.
CMO’s feeling overwhelmed…
     IBM CMO Study finds that with a torrent of complexity, CMOs
         feel unprepared for the amount of complexity they face.

              Expected level of complexity and preparedness to handle
                             Percent of Global CMOs responding




                                                                        © 2011 IBM Corporation
Overwhelmed with channels, devices, and social media

  IBM CMO Study finds CMOs are underprepared for data explosion
            and look to technology and analytics for help
                             Under-preparedness
                    Percent of CMOs reporting under-preparedness




                                                                   © 2011 IBM Corporation
Better prepared CMOs more likely to succeed

      IBM CMO Study finds that preparing for and dealing with your
              marketing challenges can improve business success

     Percent of CMOs reporting under-preparedness to manage market factors

                                                           Lower unpreparedness
                                                             correlated with out
                                                                performance




                                                                      © 2011 IBM Corporation
How are you doing? Learn more with the IBM CMO
Self-Assessment Tool




    Download the CMO Study for our Interactive
   Marketing Resource Center at http://bit.ly/tg14Zr
                                             © 2011 IBM Corporation
Key Digital Trends for 2012
Questions & Answers
Registrants will receive an email tomorrow that includes a link to
view the deck and webinar recording.
For more discussion, please join us after the webinar on Twitter.

To learn about eMarketer Total Access please visit www.emarketer.com/products
or contact us: (800) 405-0844 or webinars@emarketer.com

Presented by: Noah Elkin, David Hallerman
and Debra Aho Williamson

                                                                    Sponsored by:



Principal Analysts, eMarketer, Inc.


                              Twitter hashtag: #eMwebinar

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eMarketer Webinar: Key Digital Trends for 2012

  • 1. D E C E M B E R 1 5, 2 0 1 1 N E W Y O R K, NY Presented By: Key Digital Trends Noah Elkin David Hallerman Debra Aho Williamson for 2012 Principal Analysts, eMarketer Inc. Sponsored by: ©2011 eMarketer Inc.
  • 2. A Virtuous Cycle: Trends in Device Adoption, Consumer Behavior and Content Noah Elkin Availability @noahelkin ©2011 eMarketer Inc.
  • 3. A perfect storm of opportunity is brewing for digital marketers Image courtesy of Morse87/Flickr ©2011 eMarketer Inc.
  • 5. Pace of change in consumer behavior is even greater in large emerging markets, such as the BRIC countries ©2011 eMarketer Inc.
  • 6. Forecast: Cloudy, with a chance of… music Image courtesy of PhysicalGeography.net ©2011 eMarketer Inc.
  • 7. 2012 will be the year cloud-based streaming gets a full test ©2011 eMarketer Inc.
  • 8. What it means: finding the opportunities that exist in today’s technology stack • Communication Activities • Media consumption • Commerce • Facebook • Twitter Platforms • Amazon • Netflix • PCs • Smartphones Devices • Tablets • Over-the-Top Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 9. The Check-Ins Begin to Check Out ©2011 eMarketer Inc.
  • 10. Awareness of location- based services has surged, but usage is still far from mainstream ©2011 eMarketer Inc.
  • 11. Finding deals is a bigger motivator for using geolocation than gaining status ©2011 eMarketer Inc.
  • 12. The next wave in location revolves around enabling commerce  Lots of attention on time-sensitive deals. But an open question remains: Are daily deals good deals for merchants? Or are they giving away the store?  Growing emphasis on generating loyalty. Local merchants and national brands alike recognize that customer acquisition needs to be balanced with customer loyalty.  Ad dollars will follow shoppers. The combination of location, mobile, social and commerce will form a potent force in the advertising market. Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 13. Usage of mobile coupons is modest but growing rapidly, driven by smartphone owners ©2011 eMarketer Inc.
  • 14. Consumer interest in mobile wallet services is growing, but the value proposition is not yet clear ©2011 eMarketer Inc.
  • 15. Forecasts agree on mobile payments growth, but not on how much money is on the table $670B (2015) $556B (2016) Juniper $246B (July 2011) (2011) visiongain (Aug 2011) Yankee Group $86.1B (July 2011) (2011) Gartner (July 2011) Note: figures above are worldwide Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 16. The last mile is always the longest, hardest … and most expensive Image courtesy of Lubos Brieda
  • 17. Advertising and Marketing in 2012 David Hallerman @dhallerman ©2011 eMarketer Inc.
  • 18. Key trends for digital advertising in 2012…  Magnetic content: attract rather than distract, engage rather than intrude  Video leads the way: brand advertising follows sometimes traditional, sometimes interactive paths  Programmatic buying: efficient and effective for display advertising  Privacy concerns: will become increasingly central to digital marketing Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 19. Magnetic Content ©2011 eMarketer Inc.
  • 20. What blurs the line between advertising and content? Magnetic content, which can be… …branded videos …interactive games …mobile apps …digital contests …any method that attracts as it promotes Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 21. Magnetic content often blends channels and methods to reach the audience seamlessly across platforms ©2011 eMarketer Inc.
  • 22. Branded social pages help mix the message with a call to action, such as discounts ©2011 eMarketer Inc.
  • 23. Branded apps are a prime form of magnetic content ©2011 eMarketer Inc.
  • 24. Viral video is ―classic‖ magnetic content—and is used more and more ©2011 eMarketer Inc.
  • 25. Magnetic content can bypass consumer dislike for advertising and engage them “The ad is yesterday. Content is the future.” —Oliver Newton, head of emerging platforms, Starcom MediaVest “You’ll start to see us—and in general the industry—move away from just the static push advertising to more engaged conversations.” —Scott Kelly, digital marketing manager, Ford Motor Co. Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 26. Video Leads Online Ad Growth ©2011 eMarketer Inc.
  • 27. Spending for online video advertising in 2012 will pass the $3 billion mark, growing faster than any other online ad format ©2011 eMarketer Inc.
  • 28. Better reach will be the main factor leading toward more video ad buys Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 29. And better reach will come from the rapidly growing online TV audience ©2011 eMarketer Inc.
  • 30. 63% of publishers see in-stream video generating the most ad revenue in 2012 ©2011 eMarketer Inc.
  • 31. As online video becomes more established, new layers will be added ©2011 eMarketer Inc.
  • 32. Programmatic Buying for Display Advertising ©2011 eMarketer Inc.
  • 33. Ad inventory options: old ways and new methods  Publisher direct (premium)  Ad networks  Ad exchanges  Private exchanges  Demand-side platforms (DSPs)  Real-time bidding (RTB) Twitter: #eMwebinar
  • 34. Publishers extend their sales reach by putting inventory on exchanges or other real-time platforms
  • 35. What is a private exchange?  Marketplace in which one large publisher sells inventory based on its segmented user base  While many are a single publisher, some are small, related groups of publishers  Also can be large groups (ex: QuadrantOne, which sells inventory from hundreds of newspaper sites)  Often fueled using RTB technology Twitter: #eMwebinar
  • 36. Nick Johnson, senior vice president, digital media sales, NBC Universal “If advertisers want to come in, we’re selling them the network. We’re not selling them placements; we’re selling them people.”
  • 37. What is a demand-side platform (DSP)?  System for managing multiple ad exchange accounts using a single interface  Lets marketers integrate outside data directly into DSPs for buying via RTB methods  Prime example of programmatic buying  Trading desks are essentially in-house agency DSPs Twitter: #eMwebinar
  • 38. Significant share of those considering a DSP say it will be a part of their efforts
  • 39. What is real-time bidding (RTB)?  Component of a DSP, ad exchange or network that lets buyers use their own data and targeting options to bid for each ad impression  Gives marketers a controlled environment for buying ad inventory and optimizing costs  Fueled by a wealth of data, such as IP address, geolocation, current site user is viewing, ad unit size and format, time of day, user profile  Based on instantaneous auctions (duh!) Twitter: #eMwebinar
  • 40. RTB’s share of display spending is still small, but growing rapidly
  • 41. Programmatic buying: can be more effective, but control is a concern
  • 42. Privacy Concerns: Real and Growing ©2011 eMarketer Inc.
  • 44. Is the privacy debate outdated? Or is the concept of privacy simply changing?
  • 45. The vast majority of consumers simply want to know what data is being collected, a form of control
  • 46. When it comes to data, control and knowledge are essential for at least half of consumers
  • 47. Interesting that ―only‖ 59% of internet users say government should be responsible for protecting their privacy
  • 48. Which players should be responsible for protecting user privacy?  Advertisers and agencies?  Online publishers and retailers?  Search engines?  Trade groups, such as the IAB?  Privacy vendors, such as TRUSTe or Evidon?  Other ad-infrastructure vendors, such as ad networks?  Browser makers?  Operating-system creators?  The government?  Users themselves? Twitter: #eMwebinar
  • 49. Two basic ways the ad industry is responding to privacy challenges  Transparency: here is what we’re doing and why we’re doing it  Trade-offs: here is something of value in exchange for your time, attention and data Of course, transparency itself is a form of value—knowledge and control help create trust Twitter: #eMwebinar
  • 50. Trends in Social Media Marketing Debra Aho Williamson @debrawilliamson ©2011 eMarketer Inc.
  • 51. Social Network Audience: 66% of US Internet Users in 2012 ©2011 eMarketer Inc.
  • 52. Two-thirds of US internet users will use social networks in 2012 But the pace of growth will be less dramatic over the next few years.
  • 53. Asian, Black and Hispanic populations lead in usage Twitter: #eMwebinar
  • 54. Social Network Ad Revenues: Still Rising ©2011 eMarketer Inc.
  • 55. Worldwide social network ad revenues will pass $8 billion in 2012
  • 56. Facebook will have $5.8 billion in advertising revenue in 2012
  • 57. Facebook trends to watch in 2012:  Privacy. The FTC agreement doesn’t mean Facebook’s privacy challenges are over. There will be more attention than ever on how Facebook uses its members’ information.  Ad revenue. To keep ad revenues growing, the company will spend more time evangelizing the benefits of buying ads to support a Facebook marketing presence.  Mobile. Facebook needs to make its mobile platform even better to attract international audiences. And mobile ads are long overdue. Twitter: #eMwebinar
  • 58. Measurement: Moving Toward Metrics That Prove Business Value ©2011 eMarketer Inc.
  • 62. How to get to the metrics that matter Look at more than branding results Don’t wait for the silver bullet success metric Know your business goals Measure (something!) Be a leader in the next phase of social media measurement.
  • 63. Google+: Attracting Marketer Attention ©2011 eMarketer Inc.
  • 64. Google+ will draw marketer attention in 2012  Google’s social network opened to brands in November 2011. Consumers can add a brand to their Google+ Circles. Brands can then do the same, segmenting their audience into different groups.  +1 button adds social actions to search. A Google+ page can affect a brand’s search results, and searching on Google for “+[Brand]” takes the user directly to the company’s Google+ page.  Early usage trends have been up and down. However, the size of the audience may be moot if Google can create new ad products that blend social and search. Twitter: #eMwebinar
  • 65. Adoption of Google+ Pages is promising, with 61% of the top 100 brands there
  • 66. Wrap-Up: 2012 – Doomsday or Payday? Noah Elkin @noahelkin ©2011 eMarketer Inc.
  • 67. London Olympic Games promise true multiscreen opportunities ©2011 eMarketer Inc.
  • 68. Digital is the new battleground state ©2011 eMarketer Inc.
  • 69. 2012 presidential election and Olympics will provide a short-term advertising jolt ©2011 eMarketer Inc.
  • 70. Key takeaways  Device adoption trends signal new imperatives for marketers. Consumers’ approach is increasingly platform-agnostic.  The line between advertising and content continues to blur. Marketers are looking to bypass consumer dislike of advertising through new forms of cross-channel engagement.  Social networking remains in growth mode. Users and ad revenues are on the rise; measurement is still evolving.  Consumers’ mobile, social and shopping behaviors are converging at the last mile. Brands need to understand where location fits with their different touchpoints, from check-in to checkout.  Privacy remains on the front burner for consumers and marketers alike. Concerns are real and growing across online, social and mobile platforms. Twitter: #eMwebinar ©2011 eMarketer Inc.
  • 71. CMO’s feeling overwhelmed… IBM CMO Study finds that with a torrent of complexity, CMOs feel unprepared for the amount of complexity they face. Expected level of complexity and preparedness to handle Percent of Global CMOs responding © 2011 IBM Corporation
  • 72. Overwhelmed with channels, devices, and social media IBM CMO Study finds CMOs are underprepared for data explosion and look to technology and analytics for help Under-preparedness Percent of CMOs reporting under-preparedness © 2011 IBM Corporation
  • 73. Better prepared CMOs more likely to succeed IBM CMO Study finds that preparing for and dealing with your marketing challenges can improve business success Percent of CMOs reporting under-preparedness to manage market factors Lower unpreparedness correlated with out performance © 2011 IBM Corporation
  • 74. How are you doing? Learn more with the IBM CMO Self-Assessment Tool Download the CMO Study for our Interactive Marketing Resource Center at http://bit.ly/tg14Zr © 2011 IBM Corporation
  • 75. Key Digital Trends for 2012 Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on Twitter. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or webinars@emarketer.com Presented by: Noah Elkin, David Hallerman and Debra Aho Williamson Sponsored by: Principal Analysts, eMarketer, Inc. Twitter hashtag: #eMwebinar