Top Digital Trends in Canada for 2014

Manish Puri

@manishpuri

linkedin.com/in/mpuri

Top Digital Trends in Canada for 2014

Canadian Digital Commerce is (finally) taking

off

Are you ready for it?

Top Digital Trends in Canada for 2014

More than half of Canadians are digital buyers 5% increase expected in 2014

Digital Buyers in Canada, 2011-2017

2011 2012 2013 2014 2015 2016 2017

Digital buyers (millions)

13.3 14.4 15.2 16.2 17.1 17.6 18.0

% change 10.1% 8.4% 5.6% 6.5% 5.4% 3.0% 2.4%

% of internet users

56.9% 60.8% 63.1% 66.2% 68.9% 70.1% 71.0%

% of population 45.8% 49.3% 51.6% 56.9% 58.2% 59.1%

Note: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including online, mobile and tablet purchases

Source: eMarketer, June 2013; confirmed and republished, Dec 2013

54.4%

Top Digital Trends in Canada for 2014

Digital Advertising constitutes more than 25% of all Canadian Media spend. Expected to grow 10% in 2014

C$3.09 C$3.38

C$3.72 C$4.05

C$4.35 C$4.64

15.4% 9.5% 10.0% 9.0% 7.5% 6.5%

2012 2013 2014 2015 2016 2017

Digital Ad Spending in Canada, 2012-2017 billions of C$ and % change

Digital ad spending % change

Top Digital Trends in Canada for 2014

Is Digital spend driving Business Outcomes?

1. Do you have an E2E view of the digital funnel?

2. Do you have principles setup for budget prioritization?

3. Do you have alignment with partners to avoid cost escalation from “friendly fire”?

Traffic Acquisition

Visitor Behaviour

Business Outcome

Top Digital Trends in Canada for 2014

72% of Mobile subscribers have a SMARTPHONE in Canada 1. Do you have a mobile offering?

2. Is your content adapting to

responsive site design?

3. Do you have a separate mobile budget and associated metrics?

Top Digital Trends in Canada for 2014

2/3 of Canadian Internet users are on Social Networks 1. Is Social marketing part of

your plan?

2. What is the Objective for your Social marketing initiatives?

3. Are Social marketing initiatives helping achieve the business outcome ?

Top Digital Trends in Canada for 2014

Questions

Top Digital Trends in Canada for 2014

Credits

• Content • Emarketer

• Images • https://www.flickr.com/people/rudypohl/ • http://gov.cbia.com/images/sized/images/state_spending/Pen-Checklist_022412-

572x368.jpg • http://cdn.osxdaily.com/wp-content/uploads/2013/06/iphone-5-home-screen-ios-

7.jpg • http://www.bluetrainmobile.com/blog/wp-

content/uploads/2012/05/resVSmo_lores.jpg • http://alphalabs.cc/wp-content/uploads/2012/11/metrics-720x380.jpg • http://www.cardswapr.com/img/iphone.png • http://www.mediabistro.com/alltwitter/files/2011/05/twittermarketing.jpg • http://cdn.ninjamarketing.it/wp-

content/uploads/2013/02/Measuring_SocialMedia.jpg?b9529f • http://wallpaperscraft.com/download/flag_canada_leaves_stones_4556/800

x600 • http://danlawrie.com/blog/wp-content/uploads/2014/01/canadian-money1.jpg