E marketer top_digital_trends_for_2012

©2011 eMarketer Inc.

Paul Verna

D E C E M B E R 2 0 1 1

Top Digital Trends for 2012

For more information on this subject, see the related report at http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000857


Increases in device adoption, content usage and online advertising are fostering a climate of opportunity for digital marketers


Devices used to consume digital content are undergoing steep growth

Tablets. US tablet users will reach 89.5 million in 2014, up from 33.7 million in 2011. They will make up 35.6% of internet users in 2014, up from 14.5% in 2011.

Smartphones. By 2015, there will be 148.6 million smartphone users in the US, up from 90.1 million in 2011. These users will represent 58% of mobile phone users in 2015, up from 38% in 2011.

Ereaders. US adult ereader users will reach 53.9 million in 2014, up from 33.3 million in 2011. However, ereaders will eventually be overshadowed by tablets.


Growth in video viewership reflects the widespread availability of digital content


Content owners are ramping up premium offerings across many genres

TV shows. Hulu and broadcasters’ sites lead the pack. Movies. Netflix and Apple are the top streaming and

download venues, respectively. Sports. Leagues and sports sites are making more

content available through web and mobile access points. Music video. VEVO has attracted top advertisers by

placing its content in a brand-friendly setting. Made-for-web premium video. YouTube is investing in

original content from boutique studios and celebrities. Ebooks and epublications. Publishers are tapping into

enthusiasm for ereaders, tablets and digital media.


The recording industry is shifting to cloud-based streaming services funded by ads and user fees


Brand marketers are employing creative strategies that blend content and ads

Magnetic content marks an evolution from the interruptive advertising model to a more engaging approach that integrates many forms of media.

Ford has experimented with magnetic content through original video programming, viral clips, user-generated contests and social media engagement.

Macy’s is projecting its brand through a made-for-web video series featuring top creative talent.


Video will remain the fastest-growing type of online advertising through 2015


Mobile marketers are shifting from a check-in to checkout mindset

Taking advantage of growth in smart device adoption, marketers are focused on driving transactions. This represents an evolution from simply getting the customer in the door.

Leading researchers, including Juniper, Gartner and Yankee Group, are forecasting significant increases in worldwide mobile payment volume.

Ecommerce merchants are using location data to target consumers waiting in line at competitors’ physical stores.


Despite limited results, marketers are optimistic about social media ROI


Marketers are also interested in curating content to drive outcomes

Content curation specialist HiveFire found that 69% of US marketers said finding, organizing and sharing online content was more important in 2011 than in 2010. The same number said these tactics would be more important in 2012.

Rohit Bhargava, SVP of global strategy and marketing at Ogilvy, called content curation “one of the hottest trends in social media.”

Facebook CEO Mark Zuckerberg estimated that the amount of content shared on social networks would double in 2012, and again in 2013.


Retailers are harnessing big-data troves to inform critical decisions

IDC defined big data as “technologies and architectures designed to economically extract value from very large volumes of a wide variety of data.”

McKinsey estimated that a retailer using big data could increase operating margins by 60%.

McKinsey highlighted ways big data could create value: Making information transparent and usable.

Boosting performance by yielding information ranging from inventories to sick days.

Allowing narrow segmentation of customers.


Digital media will play a major role in the 2012 presidential election

Kantar Media, Moody’s and S&P Capital IQ expect large increases in political ad spending in 2012.

ClickZ editor and politics expert Kate Kaye said more political ad dollars would flow to digital media in 2012 than in previous cycles.

Twitter, Facebook and YouTube will play increasingly important roles in shaping opinions and mobilizing voters.

Republican candidate Mitt Romney broke ground by being the first to use Promoted Tweets for a political campaign.


Marketers, retailers, technology firms, content owners, publishers and consumers have different agendas in the digital media ecosystem, but they share a need to quantify the value of the growing amounts of data they handle.

In 2012, the volume of data will increase across social channels, transactional systems, location services and content streaming venues. Companies that make the most intelligent use of increasingly large, fragmented and potentially valuable inputs will be in the best position to compete.

Conclusions: Top Digital Trends for 2012

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E marketer top_digital_trends_for_2012