7 Key Digital Trends for 2011, eMarketer CEO Geoff Ramsey

F E B R U A R Y 2 2 0 1 1

N E W Y O R K N Y

7 Key Digital Trends for 2011

Geoffrey Ramsey@geofframsey

What we’ll look at this morning…

Trend 1: Shifting Content Consumption Patterns

Trend 2: Shifting Media Dollars

Trend 3: Apps, Apps, Everywhere!

Trend 4: Social Media Even More Critical

Trend 5: Location Is More Than a Check-In

Trend 6: Online Buying Gets More Efficient, Targeted

Trend 7: Magnetic Content Rules

Trend #1Trend #1Trend #1Trend #1

Shifting Content ConsumptionPatterns

TV: 4 hrs, 24

mins

TV: 4 hrs, 24

mins

Internet: 2 hrs, 35

mins

Internet: 2 hrs, 35

mins

Mobile: 50 mins

Mobile: 50 mins

Newspapers: 30 mins

Magazines:20 mins

Newspapers: 30 mins

Magazines:20 mins

Consumers engage seamlessly with content across multiple platforms

…and pay close attention to the way devices and context increase the appeal of advertising

Trend #2Trend #2Trend #2Trend #2

Shifting MediaDollars

edge of cliff here

• Accountability mandate drivingneed for more efficient media

• Fragmentation = niche audiences

• Shift to “owned” and “earned media”

• Influx of SMB buyers due to

self-serve displaybuying platforms

• Improvedquality of displaytargeting, buying

efficiencies (RTB), creative

and measurement

• Hockey stick growth in video

Display = $10.1 BDisplay = $10.1 B

Plus, under the right conditions, people will

pay attention to banner ads…

Plus, under the right conditions, people will

pay attention to banner ads…

Trend #3Trend #3Trend #3Trend #3

Apps, Apps,Everywhere

6.6billion

In-app ads

= 5% oftotal mobile ad

spending inUS

Installed base of both smartphones and tablets will continue to see strong growth

Trend #4Trend #4Trend #4Trend #4

Social Media Becomes Essential

Social media will rival email marketing for budget increases

Social media gets a bigger share of marketing dollars in 2011

As CPG marketers funnel more funds toward social media and brand advertising, spending on traditional forms of advertising is falling

It’s less about buying social media, and more about how you

can earn and own it!

It’s less about buying social media, and more about how you

can earn and own it!

It’s all a matter of

TRUSTIt’s all a matter of

TRUST

Consumers trust each other more than they do marketers

The Hierarchy ofTRUSTED Sources#1 Friends, Family

Editorial Content,Traditional and Online

Face-to-face,

personalinteraction

s

Sources: Edelman; ARAnet; LightspeedResearch; Technorati, etc

Advertiser

“Social Sites” Real Friends

Someone I followon Twitter

Businesses are divided on who should manage social media

Social Media Measurement Framework

Perceptual & Behavioral Outcomes

FinancialOutcomes

MarketingInvestment

OutcomeMetrics

Engagement Metrics

Exposure Metrics

LINKAGE

LINKAGE

LINKAGE

93

Social media is no longer an add-on for marketers

Usage of social media tools is still growing. 80% of companies with 100+ employees will use social media marketing in 2011.

Budgets are increasing. Marketers are shifting funds into social media and away from other types of marketing.

Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions.

The need for ROI is critical. Without it, future spending increases may be curtailed.

Mobile social network usage will more than double between 2010 and 2015

Thank you

Twitter @geofframseyTwitter @geofframsey

Won’t you “like” me?Won’t you “like” me?

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