Key Digital Trends for 2014 - mediaspecs.be · ©2013 eMarketer Inc. Agenda: eMarketer sees four...
Transcript of Key Digital Trends for 2014 - mediaspecs.be · ©2013 eMarketer Inc. Agenda: eMarketer sees four...
©2013 eMarketer Inc.
December 12, 2013
Presented by:
Noah Elkin
Principal Analyst
Key Digital Trends
for 2014
Sponsored by:
©2013 eMarketer Inc.
Agenda: eMarketer sees four key trends
affecting digital marketing in 2014
No. 1: Mobile moves to the center of the
multiplatform landscape
No. 2: New demands accelerate marketing to
the point of instant interactions
No. 3: “Always-on commerce” turns shopping
inside out
No. 4: Always on means always social
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©2013 eMarketer Inc.
Mobile Moves to the
Center of the
Multiplatform Landscape
©2013 eMarketer Inc.
In a digital landscape defined by an
ever-expanding number of screens …
Smartphones
Phablet Phablets Social Machines Social Machines
Wearable Technology
Wearable Technology
Connected Consoles
Connected Consoles Ambient
Surfaces
Ambient SurfacesConnected Cars
Connected Cars
©2013 eMarketer Inc.
… mobile devices have moved to the
center
Smartphones
Wearable Technology
Wearable Technology
Connected Consoles
Connected Consoles
Connected Cars Connected Cars
©2013 eMarketer Inc.
There are
quantitative
and
qualitative
measures
for this shift
Momentum in
daily time
spent is all
with mobile
as desktop
usage
plateaus
©2013 eMarketer Inc.
Mobile advertising continues to
accelerate as well
Regions outside the US will see even higher
growth rates, but from smaller bases
©2013 eMarketer Inc.
Mobile’s advance can be measured using
other proxies besides time and money
Another
indicator is
smartphone
sales to end
users, which
continue
to rise at a
brisk pace
worldwide
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Shifting usage patterns around mobile
aren’t limited to the US
In many emerging markets, mobile devices
function as internet users’ first screen
©2013 eMarketer Inc.
Mobile
advertising
still lags
other
channels but
marketers
see mobile
phones and
tablets as
increasingly
important
©2013 eMarketer Inc.
Focusing on the gap between time and
dollars spent with mobile can be limiting
©2013 eMarketer Inc.
Behavioral
survey data
is only
starting to
capture the
role of
mobile
devices as
“the remote
control” for
our home
lives
©2013 eMarketer Inc.
Mobile devices have also moved to the
center of people’s work lives
Bring-your-own-
device (BYOD)
policies have
become
common,
further eroding
the already
narrow divide
between home
and work
©2013 eMarketer Inc.
New Demands
Accelerate Marketing
©2013 eMarketer Inc.
Automation: One key to greater marketer
agility, especially on the advertising side
US in the lead:
It will account
for 63% of all
programmatic
ad spending in
2013, declining
to 52% in 2017
as the rest of
the world
catches up
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Marketers anticipate that increased
velocity will yield a host of benefits
Engagement
is as
important a
driver as
efficiency and
effectiveness
©2013 eMarketer Inc.
Cross-device
marketing is
another key
piece of the
puzzle
Spending is
up more than
50% from
2009–2011
levels
©2013 eMarketer Inc.
Smarter use of
data will help
marketers
respond
faster—and
better—to
business
challenges
Don’t just focus
on Big Data;
think about
shifting
emphasis to
“Smart Data”
©2013 eMarketer Inc.
One outcome:
Integration
between
channels is
increasing
Marketing
campaigns are
becoming more
interdependent
across channels
as well
©2013 eMarketer Inc.
The pressure to accelerate will continue
across the marketing spectrum
©2013 eMarketer Inc.
‘Always-On Commerce’
Turns Shopping Inside Out
©2013 eMarketer Inc.
Even if consumers aren’t consciously
shopping, they are shopping nonetheless
“Smartphone use is more or less
continuous. [It] doesn’t say anything
about whether the use has anything to
do with shopping, but it does mean that
[it has] a large part of the consumer’s
mind share during that shopping
mission. The shopping trip starts earlier
and ends later than it used to.”
—Nick Hodson, partner at Booz & Co.
©2013 eMarketer Inc.
In other words …
… shopping is about state of mind as much as
intent and physical location
©2013 eMarketer Inc.
The impact
of this
pervasive
“shopping
state of
mind” has
only begun to
be reflected
in commerce
sales
forecasts
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©2013 eMarketer Inc.
The mobile shift is further along in more
digitally advanced markets like the UK
Mobile:
24% of retail
ecommerce
sales in
2014
35% in 2017
©2013 eMarketer Inc.
Tablets may generate far higher on-device
sales …
Tablets tend to be used at home when
consumers are in lean-back mode
©2013 eMarketer Inc.
… but smartphones play a privileged role
in driving always-on commerce
Smartphones serve as the fulcrum
between digital and physical retail
©2013 eMarketer Inc.
The
smartphone-
led,
always-on
commerce
dynamic is
apparent
everywhere,
but
particularly
so in
Asia-Pacific
©2013 eMarketer Inc.
For example:
The highest
percentage
of internet
users to say
they
primarily
make
purchases
via mobile
were in
China and
India
©2013 eMarketer Inc.
Being always in consideration mode
means staying attuned to ads and offers
©2013 eMarketer Inc.
The next battleground will take place on
the fulfillment front
Retailers will vie to deliver physical
goods purchased online as quickly and
conveniently as consumers order them
©2013 eMarketer Inc.
Always On Means
Always Social
©2013 eMarketer Inc.
Social networking is the glue that binds
the experience of multiple device usage
©2013 eMarketer Inc.
Growth in
social
networking
is most
evident on
the mobile
devices that
unite the
device
landscape
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©2013 eMarketer Inc.
The big shift:
People no
longer wait
until the next
day to have
conversations
around the
water cooler
©2013 eMarketer Inc.
Simultaneous media consumption is most
evident among young users—for now
Expect greater
participation in
the viewing of
TV programs via
social platforms
accessed on
mobile
devices—
regardless of
age group
©2013 eMarketer Inc.
Assume the percentage of consumers
who “just” watch TV will continue to drop
©2013 eMarketer Inc.
2014: The year marketers master the art
of engaging media multitaskers via social
This will be
reflected in
social’s
growing
share of
digital ad
spending
©2013 eMarketer Inc.
Marketers have a new imperative to
insert themselves into the conversation
“We want to be wherever the
consumers are. It’s no longer digital
marketing. It’s marketing in a digital
world now.”
—Eric Gruen, digital brand manager for
North America Fabric Care at Procter &
Gamble
©2013 eMarketer Inc.
Takeaways
2014 will be the year marketers and sellers
reckon fully with a world of “always on”
consumers.
With always-on consumers potentially always
available to be engaged with, marketers will
need to accelerate their messaging.
– Otherwise, they risk losing the moment to someone or
something else.
Social media will serve as the glue that links
the experience of multiscreen usage.
– Advertisers’ tentative experiments with social will become
more confident in the coming year.
Twitter Hashtag – #eMwebinar
© 2013 IBM Corporation
These trends create three new imperatives for marketers
Designing your culture and brand so they are authentically one.
Creating a system of engagement that maximizes value creation at every touch.
Understanding each customer as an individual.
© 2013 IBM Corporation
These imperatives require blending the science with the art of marketing
A necessary combination in today’s rapidly
evolving global marketplace
Science Marketing
the study of the physical
and natural world,
especially by using
systematic observation and
experiment
the business activity of
presenting products or
services in such a way as
to make them desirable
Source Encarta World Dictionary
© 2013 IBM Corporation
IBM continues to build out an industry leading portfolio of technologies
to enable marketers
43
© 2013 IBM Corporation
IBM provides role based solutions that are modular, integrated, and
have multiple entry points
Understand | Engage | Manage
Digital
marketers
E-commerce
professionals
Customer
relationship
marketers
Merchandisers
and sales
planners
Omni-Channel
Marketing
Real-Time
Personalization
Digital Marketing
Real-Time
Personalization
Pricing Promotion,
Product
Optimization
Customer Analytics
Omni-Channel
Engagement
© 2013 IBM Corporation
IBM is committed to help Marketing organizations
transform and build new capabilities
Address CMO’s needs systematically and for the
long term
Educate and influence CIOs and CEOs to help
improve marketing
Explain and escalate CMO’s IT agenda and needs
Setting marketing standards through robust
technology
Providing best practices, market insight, and
benchmarks
Smarter Marketing
www.rethinkyourcustomer.com/marketing
©2013 eMarketer Inc.
You will receive an email tomorrow with a link to
view the deck and webinar recording.
Noah Elkin
Q&A Session
Key Digital Trends
for 2014 Around 200 eMarketer reports are published
each year. Here are some recent ones you
may be interested in:
Key Digital Trends for 2014
UK Mobile and Tablet Users: Q3 2013 Forecast and
Comparative Estimates
Programmatic Advertising: Forecast and Future
Growth Trends
Redefining 'Mobile-Only' Users: Millions Selectively
Avoid the Desktop
Social Media Advertising: Seven Trends for 2014
Mobile Advertising in Retail: Tracking the Changing
Purchase Path
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