emarketer webinar: key digital trends—15 things to know for 2015

© 2014 eMarketer Inc.

Made possible by

Key Digital Trends—15 Things to

Know for 2015

Noah Elkin

Executive Editor

December 11, 2014


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


5 Key Trends You Need

to Know


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


Being

responsive is

a larger

metaphor for

what brands

need to do to

succeed in a

digitally

focused,

real-time

world


2) Mobile

touches

everything:

content,

commerce,

advertising,

industry

Context becomes a key attribute in a mobile-driven world


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


3) The future of advertising lies with automation

Programmatic buying isn’t just for

digital display media anymore


Small

investments

outside of

display today

will open the

door to big

opportunities

tomorrow


4) Cross-device targeting achieves scale

Facebook, with the relaunch of Atlas, has shown it can work


Our ability

to reach and

target

consumers

still outpaces

our ability to

measure and

attribute their

actions


5) The

internet of

things (IoT) is

becoming … a

thing

It could quickly develop into a multitrillion-dollar market


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


5 Emerging Trends That

Might Get Big

(But Might Not)


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


The market(s)

for wearable

devices could

be huge ...

depending on

what you

measure (and

when)

19MWearable band device

shipments worldwide

(Canalys)

What’s included:

Smart bands

Smart watches

22MSmart 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


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

135MSmart wearable device

shipments worldwide

(CCS Insight)

330MSmart watch

shipments worldwide

(ON World)

What’s included:

Smart watches

2018

Source: ON World, June 2014; CCS Insight, Aug 2014


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


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


3) Social

commerce

offers promise

Look to the success of chat apps in Asia-Pacific

for a model of how things could go


Apps like

China’s

WeChat have

evolved from

messaging to

commerce

Images courtesy of Counterpoint Technology Market Research


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”


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”


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


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


5 Things You Don’t Need

to Worry About


The First Thing You Don’t

Need to Worry About in 2015


The desktop


The desktop-only

audience is in

decline


The Second Thing You Don’t



QR codes

They’re not going to be

the “next big thing”


Adoption

among US

smartphone

owners has

begun to

plateau


The Third Thing You Don’t



Social TV

The conversation is

pretty quiet


Lack of

engagement

limits

marketer

commitment

Consumers’ top four

second-screen

activities have nothing

to do with the show

they’re watching

CONSUMERS MARKETERS


The Fourth Thing You Don’t



Baby boomers

Unless you’re selling

healthcare, you don’t

need to worry about

boomers


Healthcare is

the only major

expenditure

that increases

as consumers

age


The Fifth Thing You Don’t



Privacy and

security

Wait: What?!?


Concerns

about digital

privacy and

security have

risen without

affecting

usage

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


Beyond marketing: Leaders are creating systems of engagement


Continuous customer engagement is challenging, but rewarding

Siloed systems and processes

Limited insight of acustomer’s behavioracross touch points—increasingly outsidethe company

Lack of skills


Learn more about digital marketing with an

eMarketer corporate 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 [email protected]

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

emarketer webinar: key digital trends—15 things to know for 2015

Marketing

mobile search

wearable devices

mobile touches

key trends

mobiledriven world

key search metrics

desktop search roi

roi roi