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eMarketer CEO Geoff Ramsey discusses the 7 key digital trends for 2011, including best practices, case studie
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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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