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eMarketer Chairman, Geoff Ramsey’s keynote presentation delivered at ANA Digital and Social Media Conference.
Where are consumers spending their time—and where can marketers reach them? The answer shifts further toward “mobile” every day, and according to eMarketer’s estimates, time spent with mobile devices surpassed time spent with the desktop internet for the first time last year. This also means that we don’t so much “go online” anymore—we simply are online. And being always-connected means that not only are consumers reachable for marketers, they’re also always shopping.
Big Picture Perspectives on Consumers and Marketing in an Always-on, Digital World
1. Big Picture Perspective on
Consumers and Marketers in an
Always-on, Digital World
July 14, 2014
Presented by
Geoffrey Ramsey
Chairman, Co-
Founder
@geofframsey
5. With mobile: being online has become
a persistent, anywhere state
Mobile users check
their phones 100X
daily
Source: Mobile Posse and Phoenix
Marketing International, 2013
12. 113 million, or 36% of the U.S.
population, are now regularly using
some form of connected TV
13. Who sits around and just watches
TV anymore?
86% of U.S.
smartphone
owners say they
use their devices
while watching
TV, and nearly
half do so daily
–Nielsen, 2014
14. At the same time, social network
activity is going mobile, and vice versa
73%
of social network
users access
social media on
their phones
!
––eMarketer
>70%
of time spent
with social media
happens on
phones
!
––comScore
15. Mobile shopping, buying and
commerce are exploding
eMarketer, April, 2014
2014 2018
2.3X
M-commerce Retail Sales
(% of total ecommerce) $197 B
30%$84 B
19%
22. A majority of marketers plan to increase
their spending on Content Marketing
71%
74% of marketers
worldwide said they
would increase their
content marketing
dollars
!
—Econsultancy, 2014
26. Think of mobile as the Swiss Army
Knife of marketing
Pocket-sized
Omnichannel
Marketing
Device
Location
Services
Mobile Social
Mobile
Commerce
Mobile
Payments
In-Store
Mapping
Email
Coupon
Delivery
Text
Notifications
Mobile
Apps
Mobile
Search
27. Watch for increased use of
mobile location-based data
30 - 40%
41% of worldwide firms
collected location-based
data about consumers in
2013, but 23% plan to start
––EIU, 2013
31% of global companies (and
39% of agencies) are using
location-based targeting
––Econsultancy and Responsys, 2013
Local mobile ad spend will rise from 40% of
total US mobile ad spend in 2013 to 52% by 2018
––BIA Kelsey, Nov, 2013
Location
Services
32. Digital will
continue
growing at
double-digit
rates
“[P&G is] getting close
to 30% of spending
being in… the digital,
social and mobile
spaces.”
––Jon Moeller, CFO, Procter & Gamble
46. RTB, as a subset of programmatic, will
also expand rapidly
Sources: eMarketer, 2014
US Real-Time Bidding Display Ad
Spending (in billions)
22%
of
display
spend
30%
of
display
spend
50. Are you prepared for the transformation?
agree that marketing is undergoing a revolution84%
––Adobe, 2014 (survey among 1,004 US marketers)
expect digital and mobile to transform their
businesses over the next 5 years…
78%
––Accenture, 2014 (survey among 600 global executives)
21% think they’ll be able to reap…yet only
the benefits
51. … and speaking of change…
of marketers expect their role to change within
the next year (and 81% within the next 3 years)
64%
––Adobe, 2014 (survey among 1,004 US marketers)