eMarketer Webinar: Key Digital Trends for 2014

December 12, 2013

Key Digital Trends
for 2014

Presented by:
Noah Elkin
Principal Analyst

Sponsored by:

©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

Mobile Moves to the
Center of the
Multiplatform Landscape


In a digital landscape defined by an
ever-expanding number of screens …

Smartphones

Phablet
Phablets

Wearable
Wearable Technology
Technology

Social Machines
Social Machines

Connected
Consoles
Connected Consoles

Ambient Surfaces
Ambient
Surfaces

Connected Cars
Connected Cars


… mobile devices have moved to the
center

Smartphones

Connected

Wearable

Consoles
Connected Consoles

Wearable Technology
Technology

Connected Cars
Connected Cars


There are
quantitative
and
qualitative
measures
for this shift
Momentum in
daily time
spent is all
with mobile
as desktop
usage
plateaus

Mobile advertising continues to
accelerate as well
Regions outside the US will see even higher
growth rates, but from smaller bases


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


Shifting usage patterns around mobile
aren’t limited to the US
In many emerging markets, mobile devices
function as internet users’ first screen


Mobile
advertising
still lags
other
channels but
marketers
see mobile
phones and
tablets as
increasingly
important


Focusing on the gap between time and
dollars spent with mobile can be limiting


Behavioral
survey data
is only
starting to
capture the
role of
mobile
devices as
“the remote
control” for
our home
lives


Mobile devices have also moved to the
center of people’s work lives

Bring-your-owndevice (BYOD)
policies have
become
common,
further eroding
the already
narrow divide
between home
and work


New Demands
Accelerate Marketing


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

Marketers anticipate that increased
velocity will yield a host of benefits

Engagement
is as
important a
driver as
efficiency and
effectiveness


Cross-device
marketing is
another key
piece of the
puzzle

Spending is
up more than
50% from
2009–2011
levels


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”

One outcome:
Integration
between
channels is
increasing

Marketing
campaigns are
becoming more
interdependent
across channels
as well

The pressure to accelerate will continue
across the marketing spectrum


‘Always-On Commerce’
Turns Shopping Inside Out


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.


In other words …

… shopping is about state of mind as much as
intent and physical location

The impact
of this
pervasive
“shopping
state of
mind” has
only begun to
be reflected
in commerce
sales
forecasts


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


Tablets may generate far higher on-device
sales …

Tablets tend to be used at home when
consumers are in lean-back mode

… but smartphones play a privileged role
in driving always-on commerce

Smartphones serve as the fulcrum
between digital and physical retail

The
smartphoneled,
always-on
commerce
dynamic is
apparent
everywhere,
but
particularly
so in
Asia-Pacific


For example:
The highest
percentage
of internet
users to say
they
primarily
make
purchases
via mobile
were in
China and
India


Being always in consideration mode
means staying attuned to ads and offers


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

Always On Means
Always Social


Social networking is the glue that binds
the experience of multiple device usage


Growth in
social
networking
is most
evident on
the mobile
devices that
unite the
device
landscape


The big shift:
People no
longer wait
until the next
day to have
conversations
around the
water cooler


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


Assume the percentage of consumers
who “just” watch TV will continue to drop


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


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


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.

These trends create three new imperatives for marketers

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.

© 2013 IBM Corporation

These imperatives require blending the science with the art of marketing

Science

the study of the physical
and natural world,
especially by using
systematic observation and
experiment

Marketing

the business activity of
presenting products or
services in such a way as
to make them desirable

A necessary combination in today’s rapidly
evolving global marketplace
Source Encarta World Dictionary


IBM continues to build out an industry leading portfolio of technologies
to enable marketers

43


IBM provides role based solutions that are modular, integrated, and
have multiple entry points
Digital
marketers

Digital Marketing
Real-Time
Personalization

E-commerce
professionals

Customer
relationship
marketers

Omni-Channel
Engagement

Omni-Channel
Marketing
Real-Time
Personalization

Merchandisers
and sales
planners

Pricing Promotion,
Product
Optimization

Understand | Engage | Manage
Customer Analytics

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

Smarter Marketing

 Explain and escalate CMO’s IT agenda and needs
 Setting marketing standards through robust
technology
 Providing best practices, market insight, and
benchmarks

www.rethinkyourcustomer.com/marketing

Q&A Session
Key Digital Trends
for 2014

Learn more about digital
marketing with an eMarketer
corporate subscription
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

Noah Elkin
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Sponsored by:

 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
To learn more: www.emarketer.com/corporate
800-405-0844 or webinars@emarketer.com

eMarketer Webinar: Key Digital Trends for 2014

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