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©2013 eMarketer Inc. December 12, 2013 Presented by: Noah Elkin Principal Analyst Key Digital Trends for 2014 Sponsored by:

eMarketer Webinar: Key Digital Trends for 2014

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Join eMarketer for a free webinar covering a variety of topics including the challenges of marketing to the always-on, increasingly mobile-centric consumer.

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Page 1: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

December 12, 2013

Presented by:

Noah Elkin

Principal Analyst

Key Digital Trends

for 2014

Sponsored by:

Page 2: eMarketer Webinar: Key Digital Trends for 2014

©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

Twitter Hashtag – #eMwebinar

Page 3: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Mobile Moves to the

Center of the

Multiplatform Landscape

Page 4: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 5: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

… mobile devices have moved to the

center

Smartphones

Wearable Technology

Wearable Technology

Connected Consoles

Connected Consoles

Connected Cars Connected Cars

Page 6: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 7: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Mobile advertising continues to

accelerate as well

Regions outside the US will see even higher

growth rates, but from smaller bases

Page 8: eMarketer Webinar: Key Digital Trends for 2014

©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

Twitter Hashtag – #eMwebinar

Page 9: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Shifting usage patterns around mobile

aren’t limited to the US

In many emerging markets, mobile devices

function as internet users’ first screen

Page 10: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Mobile

advertising

still lags

other

channels but

marketers

see mobile

phones and

tablets as

increasingly

important

Page 11: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Focusing on the gap between time and

dollars spent with mobile can be limiting

Page 12: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Behavioral

survey data

is only

starting to

capture the

role of

mobile

devices as

“the remote

control” for

our home

lives

Page 13: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 14: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

New Demands

Accelerate Marketing

Page 15: eMarketer Webinar: Key Digital Trends for 2014

©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

Twitter Hashtag – #eMwebinar

Page 16: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Marketers anticipate that increased

velocity will yield a host of benefits

Engagement

is as

important a

driver as

efficiency and

effectiveness

Page 17: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Cross-device

marketing is

another key

piece of the

puzzle

Spending is

up more than

50% from

2009–2011

levels

Page 18: eMarketer Webinar: Key Digital Trends for 2014

©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”

Page 19: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

One outcome:

Integration

between

channels is

increasing

Marketing

campaigns are

becoming more

interdependent

across channels

as well

Page 20: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

The pressure to accelerate will continue

across the marketing spectrum

Page 21: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

‘Always-On Commerce’

Turns Shopping Inside Out

Page 22: eMarketer Webinar: Key Digital Trends for 2014

©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.

Page 23: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

In other words …

… shopping is about state of mind as much as

intent and physical location

Page 24: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

The impact

of this

pervasive

“shopping

state of

mind” has

only begun to

be reflected

in commerce

sales

forecasts

Twitter Hashtag – #eMwebinar

Page 25: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 26: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 27: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

… but smartphones play a privileged role

in driving always-on commerce

Smartphones serve as the fulcrum

between digital and physical retail

Page 28: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

The

smartphone-

led,

always-on

commerce

dynamic is

apparent

everywhere,

but

particularly

so in

Asia-Pacific

Page 29: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

For example:

The highest

percentage

of internet

users to say

they

primarily

make

purchases

via mobile

were in

China and

India

Page 30: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Being always in consideration mode

means staying attuned to ads and offers

Page 31: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 32: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Always On Means

Always Social

Page 33: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Social networking is the glue that binds

the experience of multiple device usage

Page 34: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Growth in

social

networking

is most

evident on

the mobile

devices that

unite the

device

landscape

Twitter Hashtag – #eMwebinar

Page 35: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

The big shift:

People no

longer wait

until the next

day to have

conversations

around the

water cooler

Page 36: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 37: eMarketer Webinar: Key Digital Trends for 2014

©2013 eMarketer Inc.

Assume the percentage of consumers

who “just” watch TV will continue to drop

Page 38: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 39: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 40: eMarketer Webinar: Key Digital Trends for 2014

©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

Page 41: eMarketer Webinar: Key Digital Trends for 2014

© 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.

Page 42: eMarketer Webinar: Key Digital Trends for 2014

© 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

Page 43: eMarketer Webinar: Key Digital Trends for 2014

© 2013 IBM Corporation

IBM continues to build out an industry leading portfolio of technologies

to enable marketers

43

Page 44: eMarketer Webinar: Key Digital Trends for 2014

© 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

Page 45: eMarketer Webinar: Key Digital Trends for 2014

© 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

Page 46: eMarketer Webinar: Key Digital Trends for 2014

©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

Learn more about digital

marketing with an eMarketer

corporate subscription

To learn more: www.emarketer.com/corporate

800-405-0844 or [email protected]

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