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eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015

This webinar covers five key trends that every marketer needs to pay attention to in 2015, five emerging concepts that could get
big ... but might not, and five things you don't need to worry about in the coming year. Topics include: What shifts in consumer behavior and technology adoption will have the greatest impact on ad spending in 2015? How will context become a cornerstone of marketing strategy in an ever more connected world? What channels hold the most promise for marketers?

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eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015

  1. 1. © 2014 eMarketer Inc. Made possible by Key Digital Trends—15 Things to Know for 2015 Noah Elkin Executive Editor December 11, 2014
  2. 2. © 2014 eMarketer Inc. Agenda 5 key trends you need to know 5 emerging trends that might get big (but might not) 5 things you don’t have to worry about
  3. 3. © 2014 eMarketer Inc. 5 Key Trends You Need to Know
  4. 4. © 2014 eMarketer Inc. 1) “Responsive” is your watchword for 2015 Smartphones Connected Consoles Connected Consoles Desktop PCs Smart Homes Laptop PCs Connected TVs Ambient Surfaces Connected Cars Wearable Technology Tablets Brands face the imperative to be present, actionable and relevant across an ever-expanding array of devices, interfaces and touchpoints
  5. 5. © 2014 eMarketer Inc. Being responsive is a larger metaphor for what brands need to do to succeed in a digitally focused, real-time world
  6. 6. © 2014 eMarketer Inc. 2) Mobile touches everything: content, commerce, advertising, industry Context becomes a key attribute in a mobile-driven world
  7. 7. © 2014 eMarketer Inc. In a year punctuated by mobile-related milestones, one stands out: 2015 will see mobile search reach the tipping point By year-end 2015, mobile will represent 70% of the total US search audience Mobile will come to dominate nearly all key search metrics –Share of organic traffic –Paid clicks –Search ad spending The one exception: ROI –ROI on mobile search is improving but it will continue to trail desktop search ROI in 2015
  8. 8. © 2014 eMarketer Inc. 3) The future of advertising lies with automation Programmatic buying isn’t just for digital display media anymore
  9. 9. © 2014 eMarketer Inc. Small investments outside of display today will open the door to big opportunities tomorrow
  10. 10. © 2014 eMarketer Inc. 4) Cross-device targeting achieves scale Facebook, with the relaunch of Atlas, has shown it can work
  11. 11. © 2014 eMarketer Inc. Our ability to reach and target consumers still outpaces our ability to measure and attribute their actions
  12. 12. © 2014 eMarketer Inc. 5) The internet of things (IoT) is becoming … a thing It could quickly develop into a multitrillion-dollar market
  13. 13. © 2014 eMarketer Inc. The IoT could soon be integrated into our homes, offices and vehicles: Are you prepared? 44% of business executives worldwide have never heard of the internet of things
  14. 14. © 2014 eMarketer Inc. 5 Emerging Trends That Might Get Big (But Might Not)
  15. 15. © 2014 eMarketer Inc. 1) Wearables are not quite ready-to-wear Wearable tech has a lot of potential, but the emphasis has been more on the tech than the wearable
  16. 16. © 2014 eMarketer Inc. The market(s) for wearable devices could be huge ... depending on what you measure (and when) 19M Wearable band device shipments worldwide (Canalys) What’s included: Smart bands Smart watches 22M Smart wearable device shipments worldwide (CCS Insight) What’s included: Smart watches Wristbands Wearable cameras Glasswear Tokens/Clip-ons Jewelry 2014 Source: CCS Insight, Aug 2014; Canalys, Sep 2014
  17. 17. © 2014 eMarketer Inc. The market(s) for wearable devices could be huge ... depending on what you measure (and when) Forecasters are betting on watches being the category standout What’s included: Smart watches Wristbands Wearable cameras Glasswear Tokens/Clip-ons Jewelry 135M Smart wearable device shipments worldwide (CCS Insight) 330M Smart watch shipments worldwide (ON World) What’s included: Smart watches 2018 Source: ON World, June 2014; CCS Insight, Aug 2014
  18. 18. © 2014 eMarketer Inc. 2) With mobile payments, the answer is still “wait till next year” Apple’s entry into the proximity payments fray makes it worth keeping a closer eye on
  19. 19. © 2014 eMarketer Inc. Our prediction: Mobile point-of-sale payments will hit their acceleration phase in 2016 $0 $23 $47 $70 2014 2015 2016 2017 $64.0 $27.5 $8.9 $3.5 Proximity mobile payment transaction value (billions) Source: eMarketer, Sep 2014 Ramp-up point
  20. 20. © 2014 eMarketer Inc. 3) Social commerce offers promise Look to the success of chat apps in Asia-Pacific for a model of how things could go
  21. 21. © 2014 eMarketer Inc. Apps like China’s WeChat have evolved from messaging to commerce Images courtesy of Counterpoint Technology Market Research
  22. 22. © 2014 eMarketer Inc. 4) Consumers are so bombarded by content that cutting through the clutter will become harder We’re in danger of moving from “ads as content” to “content as ads”
  23. 23. © 2014 eMarketer Inc. Content budgets are rising for B2C and B2B brands More money means more pressure to demonstrate results Keep an eye out for signs of “content overload”
  24. 24. © 2014 eMarketer Inc. 5) Cord- cutting: Still more hype than reality, but for how long? US consumers are more likely to spend less on pay TV than spend nothing at all … for now
  25. 25. © 2014 eMarketer Inc. That’s why you need to pay attention to consumers’ evolving video consumption habits 5 hours 28 minutes Total time spent/day with video by US adults TV 4 hrs 33 min 83% of video time Mobile 33 min 10% of video time PC 22 min 7% of video time Up 0.9% vs. 2013 No change vs. 2013 Up 50% vs. 2013 Source: eMarketer, Sep 2014
  26. 26. © 2014 eMarketer Inc. 5 Things You Don’t Need to Worry About
  27. 27. © 2014 eMarketer Inc. The First Thing You Don’t Need to Worry About in 2015
  28. 28. © 2014 eMarketer Inc. The desktop
  29. 29. © 2014 eMarketer Inc. The desktop-only audience is in decline
  30. 30. © 2014 eMarketer Inc. The Second Thing You Don’t Need to Worry About in 2015
  31. 31. © 2014 eMarketer Inc. QR codes They’re not going to be the “next big thing”
  32. 32. © 2014 eMarketer Inc. Adoption among US smartphone owners has begun to plateau
  33. 33. © 2014 eMarketer Inc. The Third Thing You Don’t Need to Worry About in 2015
  34. 34. © 2014 eMarketer Inc. Social TV The conversation is pretty quiet
  35. 35. © 2014 eMarketer Inc. Lack of engagement limits marketer commitment Consumers’ top four second-screen activities have nothing to do with the show they’re watching CONSUMERS MARKETERS
  36. 36. © 2014 eMarketer Inc. The Fourth Thing You Don’t Need to Worry About in 2015
  37. 37. © 2014 eMarketer Inc. Baby boomers Unless you’re selling healthcare, you don’t need to worry about boomers
  38. 38. © 2014 eMarketer Inc. Healthcare is the only major expenditure that increases as consumers age
  39. 39. © 2014 eMarketer Inc. The Fifth Thing You Don’t Need to Worry About in 2015
  40. 40. © 2014 eMarketer Inc. Privacy and security Wait: What?!?
  41. 41. © 2014 eMarketer Inc. Concerns about digital privacy and security have risen without affecting usage
  42. 42. These trends are changing the discipline of marketing Timeless Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. 2012 Understanding each customer as an individual. Creating a system of engagement that maximizes value creation at every touch. Designing your culture and brand so they are authentically one. 2014 Know each customer in context. Innovate and scale personally relevant and rewarding experiences. Co-create with customers, employees and partners. @jay_henderson © 2014 IBM Corporation
  43. 43. @jay_henderson © 2014 IBM Corporation Beyond marketing: Leaders are creating systems of engagement
  44. 44. @jay_henderson © 2014 IBM Corporation Beyond marketing: Leaders are creating systems of engagement
  45. 45. @jay_henderson © 2014 IBM Corporation Continuous customer engagement is challenging, but rewarding Siloed systems and processes Limited insight of a customer’s behavior across touch points— increasingly outside the company Lack of skills
  46. 46. @jay_henderson © 2014 IBM Corporation
  47. 47. © 2014 eMarketer Inc. Learn more about digital marketing with an eMarketercorporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Noah Elkin Key Digital Trends—15 Things to Know for 2015 Key Digital Trends for 2015: What's in Store—and Not in Store—for the Coming Year Mobile Search Trends: Dominating SERPs While Venturing into Apps and Anticipatory Search 2014 Programmatic Advertising Forecast: Digital Display Spending Broadening Beyond Open Exchanges Social Marketing Update: Eight Trends to Help Prepare for 2015

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This webinar covers five key trends that every marketer needs to pay attention to in 2015, five emerging concepts that could get big ... but might not, and five things you don't need to worry about in the coming year. Topics include: What shifts in consumer behavior and technology adoption will have the greatest impact on ad spending in 2015? How will context become a cornerstone of marketing strategy in an ever more connected world? What channels hold the most promise for marketers?

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