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December 13, 2012




Key Digital Trends
for 2013

          Presented by:       Sponsored by:
          Noah Elkin
          Principal Analyst
          @noahelkin
          #eMwebinar
                                       ©2012 eMarketer Inc.
Agenda: eMarketer expects five key
trends to affect digital marketing in 2013
 No. 1: Fragmentation is everywhere
 No. 2: Online-first is becoming outmoded;
         mobile-first is the new priority
 No. 3: Circuitous is the new linear in
         commerce
 No. 4: Content (marketing) is king
 No. 5: Data emerges as marketing’s key
         currency


Twitter: #eMwebinar
                                              ©2012 eMarketer Inc.
No. 1: Fragmentation is everywhere




                                     ©2012 eMarketer Inc.
Today’s digital consumer is ever-present yet
still elusive (Yes, we’re talking about YOU!)




                                        ©2012 eMarketer Inc.
TV remains a potent media force




                    Reports of my
                   death are greatly
                     exaggerated.
                       (Really!)




                                       ©2012 eMarketer Inc.
Consumers
may watch
more TV, but
those larger
aggregate
audiences
are dispersed
across
multiple
channels




                ©2012 eMarketer Inc.
Accounts of
cord-cutting
are often
overblown, b
ut the
phenomenon
is real




Twitter: #eMwebinar
                      ©2012 eMarketer Inc.
Streaming
video
services are
gaining
audience but
still aren’t
over-the-top




               ©2012 eMarketer Inc.
Networks are rushing to fill the void




           “The ultimate goal is for our viewers to be able to
           watch ABC content everywhere, anywhere, on
           any device, on any screen.”

           — Geri Wang, president of sales and marketing at
           ABC Television Network




                                                              ©2012 eMarketer Inc.
The bigger
challenge:
Consumers’
attention is
more divided
than ever
as media
multitasking
becomes the
norm




               ©2012 eMarketer Inc.
The mobile audience is divided by device
and platform sophistication




  Devices             vs.



 Platforms




                                     ©2012 eMarketer Inc.
Smart-device users are further divided
by where they spend their time




                                         ©2012 eMarketer Inc.
Trend No. 1 takeaways


 On the surface, there is a critical mass of TV
  viewers, smartphone and tablet owners, and
  mobile web users.
  - But digging below the surface exposes the fragmentation
    into micro-audiences.
 A return to the past seems highly
  unlikely.
  - If anything, the challenges associated with
    fragmentation will only
    proliferate, necessitating a shift in both strategy
    and focus for marketers that want to keep up
    with their audiences.

                                                          ©2012 eMarketer Inc.
No. 2: Online-first strategy is becoming
outmoded; mobile-first is the new priority




Twitter: #eMwebinar
                                       ©2012 eMarketer Inc.
The new math:
Smartphone + tablet > PC




                           ©2012 eMarketer Inc.
The amount
of time
spent with
mobile is
growing at
14 times
the rate of
the desktop
web




              ©2012 eMarketer Inc.
Time spent is not the only measure of the
shift from desktop to mobile




                                      ©2012 eMarketer Inc.
Mobile is
likewise
becoming
a more
prominent
channel for
commerce
transactions




               ©2012 eMarketer Inc.
Remember that websites are an
important entry point for mobile shoppers




 Source: Google/Sterling Research/SmithGeiger, July 2012
                                                           ©2012 eMarketer Inc.
Trend No. 2 takeaways


 Shifts away from the desktop to smart devices
  in content consumption and commerce explain
  why the mobile-first drumbeat, which rose in
  2012, will only grow louder in 2013.
    - A concerted marketing strategy that prioritizes mobile
      is no longer optional. In 2013, it will be essential for
      business success.




Twitter: #eMwebinar
                                                                 ©2012 eMarketer Inc.
No. 3: Circuitous is the new linear in
commerce




                                         ©2012 eMarketer Inc.
Traditional
media ads
continue to
exercise a
strong
influence
on purchase
decisions




              ©2012 eMarketer Inc.
Digital makes deeper inroads into the
purchase process every year

                               In-store
                               commerce



                                Ecommerce

                                Mcommerce




                                        ©2012 eMarketer Inc.
Ecommerce is no longer
   just “electronic”
     commerce …




                         ©2012 eMarketer Inc.
… it’s “everywhere”
     commerce




                      ©2012 eMarketer Inc.
Smart devices now come into play at
every stage of the purchase process




                                      ©2012 eMarketer Inc.
Most mobile shoppers are
not channel-exclusive




                           ©2012 eMarketer Inc.
The smartphone-equipped, socially
connected shopper is here to stay

 If 2012 was the year showrooming moved to
  the mainstream, don’t expect the tide to turn
  in 2013.
 Marketers and retailers are better off moving
  with the tide rather than against it.
 Two primary hallmarks of the smart-device
  shopper are high expectations and limited
  patience.
   - Failing to deliver on these expectations implies considerable
     risk.



Twitter: #eMwebinar
                                                            ©2012 eMarketer Inc.
Trend No. 3 takeaways

 The bottom line is consumers have a growing
  arsenal of powerful digital tools to help them
  establish product availability, find where to get
  the best price and determine when the best
  time is to buy it, whether online or in-store.

  - That means their path to purchase
    will not be as simple or direct as it
    once was.




                                               ©2012 eMarketer Inc.
No. 4: Content (marketing) is king




                                     ©2012 eMarketer Inc.
Not
surprisingly,
brand
marketers
and their
agency
partners are
rushing to
establish
content
marketing
strategies


                ©2012 eMarketer Inc.
The principles of content marketing are
applicable across industries




                                      ©2012 eMarketer Inc.
Remember that content comprises
paid, owned and earned




                                  ©2012 eMarketer Inc.
The Breakroom in Redken’s Style Station
app: “Facebook for hairstylists”




                                     ©2012 eMarketer Inc.
Most content marketing aims to
drive pre- and post-sales activity




                                     ©2012 eMarketer Inc.
In an increasingly mobilized world,
context shares the crown




Twitter: #eMwebinar
                                      ©2012 eMarketer Inc.
Trend No. 4 takeaways


 In a world of ever-blurring lines, marketers are
  fast becoming publishers and publishers are
  becoming marketers.
  - Content remains king, but its emphasis and goals are
    shifting.
 As content marketing takes hold, it is
  contributing to the proliferation of
  touchpoints and exponential growth in the
  number of consumer interactions with brands.




                                                           ©2012 eMarketer Inc.
No. 5: Data emerges as marketing’s
key currency




                                     ©2012 eMarketer Inc.
“Big Data” is only getting bigger




                                    ©2012 eMarketer Inc.
The majority
of
companies
today
characterize
themselves
as “data
driven” but
most still
see gaps in
their use of
Big Data


               ©2012 eMarketer Inc.
Big Data at work:
Personalizing recommendations for you




                                    ©2012 eMarketer Inc.
Retailers
may be the
most obvious
beneficiaries
of Big
Data, but
all industries
need to get
better at
analyzing
and using
the
information
they collect
                 ©2012 eMarketer Inc.
Waze uses crowdsourced data to build
platform; delivers targeted offers in return




Twitter: #eMwebinar
                                        ©2012 eMarketer Inc.
Trend No. 5 takeaways


 The data generated by multiple interactions
  across multiple devices and platforms is
  expanding at an exponential rate, far faster
  than our collective ability to process and make
  sense of it.
 But the day where that information represents
  true currency for most companies—in actual
  dollar terms as well as more figuratively as a
  tradable commodity—is rapidly approaching.
  - Content may power the media machine, but data sets the
    course for the whole enterprise.



                                                       ©2012 eMarketer Inc.
Marketing Re-imagined
Three Imperatives
for Marketing Leaders
Marketing re-imagined requires
a new approach


Know your customer as an individual

     Create value at every touch

           Be an authentic brand and culture
Marketers who re-imagine more likely
to outperform
               Revenue Growth / Gross Profit Growth
                             3-year CAGR, 2008-2011




                      High
                                             12 % / 10%       Leading
                                                             Marketers
     Engage:
     optimize
    experience
across all channels
                      Low          6% / 7%


                             Low                      High
                       Analyze: sophisticated and cross
                         company marketing analysis
IBM research can guide your marketing journey
 IBM CMO Study – 1700 CMOs
                               CMO’s feel least prepared to deal with:
                                Data explosion
                                Social media
                                Growth of channels and devices
                                Shifting consumer demographics



IBM Holiday Readiness Report
                                  Mobile sales as a percentage of total site sales hit a
                                   record 13% in March 2012 – double 2011
                                  Visitors referred from a social site are 50% more likely
                                   to buy than visitors overall


 IBM State of Marketing 2012
    370+ Marketing Execs          Only 22% of marketers use social channels in their
                                   integrated marketing campaigns.
                                  Less than 20% of marketers use on-line customer
                                   behavior data to drive off-line campaigns
Resources – Get Connected!

Visit www.ibmconnectedcustomer.com for
   access to many assets and resources,
    including eBooks, analyst reports and
      IBM research that can help guide
           your marketing journey.
Learn more about digital
Q&A Session                 marketing with an eMarketer
                            corporate subscription
Key Digital Trends
                            More than 120 eMarketer reports are
    for 2013                published each year. The following are a
                            few recent ones you may be interested in:
                             Key Digital Trends for 2013
                             Video Advertising Benchmarks: Key Data, Trends
                              and Metrics
                             Best Practices for Content Marketing: Engaging
   Noah Elkin                 Consumers Across Multiple Digital Channels
                             Tablet Advertising: Volumes and Engagement
You will receive an email     Levels Jump Up
 tomorrow with a link to
   view the deck and         The Mobile-Social Mom: Speeding the Trend
   webinar recording.         Toward 'Mobile First’
                             Social TV: Marketers Tune in to Deeper
     Sponsored by:            Integrations

                              To learn more: www.emarketer.com/products
                                800-405-0844 or webinars@emarketer.com
                                                                          ©2012 eMarketer Inc.

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eMarketer Webinar: Key Digital Trends for 2013

  • 1. December 13, 2012 Key Digital Trends for 2013 Presented by: Sponsored by: Noah Elkin Principal Analyst @noahelkin #eMwebinar ©2012 eMarketer Inc.
  • 2. Agenda: eMarketer expects five key trends to affect digital marketing in 2013  No. 1: Fragmentation is everywhere  No. 2: Online-first is becoming outmoded; mobile-first is the new priority  No. 3: Circuitous is the new linear in commerce  No. 4: Content (marketing) is king  No. 5: Data emerges as marketing’s key currency Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 3. No. 1: Fragmentation is everywhere ©2012 eMarketer Inc.
  • 4. Today’s digital consumer is ever-present yet still elusive (Yes, we’re talking about YOU!) ©2012 eMarketer Inc.
  • 5. TV remains a potent media force Reports of my death are greatly exaggerated. (Really!) ©2012 eMarketer Inc.
  • 6. Consumers may watch more TV, but those larger aggregate audiences are dispersed across multiple channels ©2012 eMarketer Inc.
  • 7. Accounts of cord-cutting are often overblown, b ut the phenomenon is real Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 8. Streaming video services are gaining audience but still aren’t over-the-top ©2012 eMarketer Inc.
  • 9. Networks are rushing to fill the void “The ultimate goal is for our viewers to be able to watch ABC content everywhere, anywhere, on any device, on any screen.” — Geri Wang, president of sales and marketing at ABC Television Network ©2012 eMarketer Inc.
  • 10. The bigger challenge: Consumers’ attention is more divided than ever as media multitasking becomes the norm ©2012 eMarketer Inc.
  • 11. The mobile audience is divided by device and platform sophistication Devices vs. Platforms ©2012 eMarketer Inc.
  • 12. Smart-device users are further divided by where they spend their time ©2012 eMarketer Inc.
  • 13. Trend No. 1 takeaways  On the surface, there is a critical mass of TV viewers, smartphone and tablet owners, and mobile web users. - But digging below the surface exposes the fragmentation into micro-audiences.  A return to the past seems highly unlikely. - If anything, the challenges associated with fragmentation will only proliferate, necessitating a shift in both strategy and focus for marketers that want to keep up with their audiences. ©2012 eMarketer Inc.
  • 14. No. 2: Online-first strategy is becoming outmoded; mobile-first is the new priority Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 15. The new math: Smartphone + tablet > PC ©2012 eMarketer Inc.
  • 16. The amount of time spent with mobile is growing at 14 times the rate of the desktop web ©2012 eMarketer Inc.
  • 17. Time spent is not the only measure of the shift from desktop to mobile ©2012 eMarketer Inc.
  • 18. Mobile is likewise becoming a more prominent channel for commerce transactions ©2012 eMarketer Inc.
  • 19. Remember that websites are an important entry point for mobile shoppers Source: Google/Sterling Research/SmithGeiger, July 2012 ©2012 eMarketer Inc.
  • 20. Trend No. 2 takeaways  Shifts away from the desktop to smart devices in content consumption and commerce explain why the mobile-first drumbeat, which rose in 2012, will only grow louder in 2013. - A concerted marketing strategy that prioritizes mobile is no longer optional. In 2013, it will be essential for business success. Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 21. No. 3: Circuitous is the new linear in commerce ©2012 eMarketer Inc.
  • 22. Traditional media ads continue to exercise a strong influence on purchase decisions ©2012 eMarketer Inc.
  • 23. Digital makes deeper inroads into the purchase process every year In-store commerce Ecommerce Mcommerce ©2012 eMarketer Inc.
  • 24. Ecommerce is no longer just “electronic” commerce … ©2012 eMarketer Inc.
  • 25. … it’s “everywhere” commerce ©2012 eMarketer Inc.
  • 26. Smart devices now come into play at every stage of the purchase process ©2012 eMarketer Inc.
  • 27. Most mobile shoppers are not channel-exclusive ©2012 eMarketer Inc.
  • 28. The smartphone-equipped, socially connected shopper is here to stay  If 2012 was the year showrooming moved to the mainstream, don’t expect the tide to turn in 2013.  Marketers and retailers are better off moving with the tide rather than against it.  Two primary hallmarks of the smart-device shopper are high expectations and limited patience. - Failing to deliver on these expectations implies considerable risk. Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 29. Trend No. 3 takeaways  The bottom line is consumers have a growing arsenal of powerful digital tools to help them establish product availability, find where to get the best price and determine when the best time is to buy it, whether online or in-store. - That means their path to purchase will not be as simple or direct as it once was. ©2012 eMarketer Inc.
  • 30. No. 4: Content (marketing) is king ©2012 eMarketer Inc.
  • 31. Not surprisingly, brand marketers and their agency partners are rushing to establish content marketing strategies ©2012 eMarketer Inc.
  • 32. The principles of content marketing are applicable across industries ©2012 eMarketer Inc.
  • 33. Remember that content comprises paid, owned and earned ©2012 eMarketer Inc.
  • 34. The Breakroom in Redken’s Style Station app: “Facebook for hairstylists” ©2012 eMarketer Inc.
  • 35. Most content marketing aims to drive pre- and post-sales activity ©2012 eMarketer Inc.
  • 36. In an increasingly mobilized world, context shares the crown Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 37. Trend No. 4 takeaways  In a world of ever-blurring lines, marketers are fast becoming publishers and publishers are becoming marketers. - Content remains king, but its emphasis and goals are shifting.  As content marketing takes hold, it is contributing to the proliferation of touchpoints and exponential growth in the number of consumer interactions with brands. ©2012 eMarketer Inc.
  • 38. No. 5: Data emerges as marketing’s key currency ©2012 eMarketer Inc.
  • 39. “Big Data” is only getting bigger ©2012 eMarketer Inc.
  • 40. The majority of companies today characterize themselves as “data driven” but most still see gaps in their use of Big Data ©2012 eMarketer Inc.
  • 41. Big Data at work: Personalizing recommendations for you ©2012 eMarketer Inc.
  • 42. Retailers may be the most obvious beneficiaries of Big Data, but all industries need to get better at analyzing and using the information they collect ©2012 eMarketer Inc.
  • 43. Waze uses crowdsourced data to build platform; delivers targeted offers in return Twitter: #eMwebinar ©2012 eMarketer Inc.
  • 44. Trend No. 5 takeaways  The data generated by multiple interactions across multiple devices and platforms is expanding at an exponential rate, far faster than our collective ability to process and make sense of it.  But the day where that information represents true currency for most companies—in actual dollar terms as well as more figuratively as a tradable commodity—is rapidly approaching. - Content may power the media machine, but data sets the course for the whole enterprise. ©2012 eMarketer Inc.
  • 46. Marketing re-imagined requires a new approach Know your customer as an individual Create value at every touch Be an authentic brand and culture
  • 47. Marketers who re-imagine more likely to outperform Revenue Growth / Gross Profit Growth 3-year CAGR, 2008-2011 High 12 % / 10% Leading Marketers Engage: optimize experience across all channels Low 6% / 7% Low High Analyze: sophisticated and cross company marketing analysis
  • 48. IBM research can guide your marketing journey IBM CMO Study – 1700 CMOs CMO’s feel least prepared to deal with:  Data explosion  Social media  Growth of channels and devices  Shifting consumer demographics IBM Holiday Readiness Report  Mobile sales as a percentage of total site sales hit a record 13% in March 2012 – double 2011  Visitors referred from a social site are 50% more likely to buy than visitors overall IBM State of Marketing 2012 370+ Marketing Execs  Only 22% of marketers use social channels in their integrated marketing campaigns.  Less than 20% of marketers use on-line customer behavior data to drive off-line campaigns
  • 49. Resources – Get Connected! Visit www.ibmconnectedcustomer.com for access to many assets and resources, including eBooks, analyst reports and IBM research that can help guide your marketing journey.
  • 50. Learn more about digital Q&A Session marketing with an eMarketer corporate subscription Key Digital Trends More than 120 eMarketer reports are for 2013 published each year. The following are a few recent ones you may be interested in:  Key Digital Trends for 2013  Video Advertising Benchmarks: Key Data, Trends and Metrics  Best Practices for Content Marketing: Engaging Noah Elkin Consumers Across Multiple Digital Channels  Tablet Advertising: Volumes and Engagement You will receive an email Levels Jump Up tomorrow with a link to view the deck and  The Mobile-Social Mom: Speeding the Trend webinar recording. Toward 'Mobile First’  Social TV: Marketers Tune in to Deeper Sponsored by: Integrations To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.

Hinweis der Redaktion

  1. Image courtesy of W3C (http://www.w3c.org)
  2. Photocourtesy of Olivier Hodac (http://www.flickr.com/photos/hodac/2059545516/sizes/l/in/photostream/)
  3. Photocourtesy of schmilblick (http://www.flickr.com/photos/schmilblick/252772357/sizes/l/in/photostream/)
  4. Photocourtesy of http://www.linnareacu.org/blog/2011/04/01/cut-the-cord/
  5. Photocourtesy of Jody McIntyre (http://www.flickr.com/photos/scjody/4760179982/sizes/l/in/photostream/).
  6. Photocourtesy of Wikipedia (http://commons.wikimedia.org/wiki/File:Chess_king_and_pawns.jpg)
  7. Photo courtesy of sachyn (http://www.sxc.hu/photo/1072645)
  8. Images courtesy of Waze (http://www.waze.com/blog/introducing-waze-ads-bringing-you-the-most-relevant-local-merchants-and-big-brand-stores-along-your-route/)