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eMarketer Webinar: Key Digital Trends for 2016

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eMarketer Webinar: Key Digital Trends for 2016

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What’s keeping you up at night? Worries about ad blocking? Cord cutters? Mobile-only consumers? We address those and many questions in a thought-provoking discussion about the things we expect to happen—and the things we don’t expect to happen—in 2016. The webinar also looks at: The future of mobile payments; Shifting patterns of video consumption; The emergence of messaging apps as a marketing platform; The digital tastes of millennials and centennials

What’s keeping you up at night? Worries about ad blocking? Cord cutters? Mobile-only consumers? We address those and many questions in a thought-provoking discussion about the things we expect to happen—and the things we don’t expect to happen—in 2016. The webinar also looks at: The future of mobile payments; Shifting patterns of video consumption; The emergence of messaging apps as a marketing platform; The digital tastes of millennials and centennials

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eMarketer Webinar: Key Digital Trends for 2016

  1. 1. © 2015 eMarketer Inc. Digital Trends 2016: What Will Happen–and Won’t Happen–in the Year Ahead December 10, 2015 Ezra Palmer Content Chief, eMarketer Made possible by
  2. 2. © 2015 eMarketer Inc. The sixth edition of our annual predictions for key trends in the digital marketplace #eMwebinar
  3. 3. © 2015 eMarketer Inc. Five Things That WILL Happen in 2016
  4. 4. © 2015 eMarketer Inc. #1: The voice of the consumer will be heard We’re talking about consumers’ actual voices. #eMwebinar
  5. 5. © 2015 eMarketer Inc. Search and native social pages will drive voice activity growth Volume from search will rise more than 15%, and the volume from social will nearly double #eMwebinar
  6. 6. © 2015 eMarketer Inc. Are inbound voice calls really the wave of the future? Cathy Boyle, senior analyst, mobile #eMwebinar
  7. 7. © 2015 eMarketer Inc. #2: Mobile payments will take off In 2016, the divide between digital and physical commerce will be bridged further. #eMwebinar
  8. 8. © 2015 eMarketer Inc. Growth of US Proximity Mobile Payment Users 2014 2015 2016 2017 2018 2019 37.5 million users #eMwebinar
  9. 9. © 2015 eMarketer Inc. Growth of Mobile Payment Transaction Value 2014 2015 2016 2017 2018 2019 $27.05 billion $210.45 billion #eMwebinar
  10. 10. © 2015 eMarketer Inc. How common will mobile payments become in 2016? Bryan Yeager, senior analyst, emerging platforms and mobile payments #eMwebinar
  11. 11. © 2015 eMarketer Inc. #3: Consumers will be free with their data Millennials and centennials especially. #eMwebinar
  12. 12. © 2015 eMarketer Inc. People say they value privacy, but they are quick to give up personal data in return for value #eMwebinar
  13. 13. © 2015 eMarketer Inc. #4: Facebook will become nearly entirely mobile More than three-quarters of Q3 2015 ad revenue was mobile. #eMwebinar
  14. 14. © 2015 eMarketer Inc. % of WW Facebook Users Who Are Mobile-Only 2014 2015 #eMwebinar 34% 47%
  15. 15. © 2015 eMarketer Inc. Is mobile-only Facebooking a US phenomenon? Debra Aho Williamson, principal analyst, social #eMwebinar
  16. 16. © 2015 eMarketer Inc. #5: Mobile commerce will move down the funnel Mcommerce will make up 25% of US ecommerce sales in 2016. #eMwebinar
  17. 17. © 2015 eMarketer Inc. How the big players are goosing mobile commerce:  Screen Size – Bigger smartphone screens mean bigger mcommerce sales.  Mobile Payments – Android Pay and Apple Pay simplify in-app purchases.  Buy Buttons – Buy buttons could make social commerce more of a reality.  Mobile Search – Consumers often start mobile product searches on Amazon’s app. #eMwebinar
  18. 18. © 2015 eMarketer Inc. Are mobile payments a big driver for mobile commerce? Bryan Yeager, senior analyst, emerging platforms and mobile payments #eMwebinar
  19. 19. © 2015 eMarketer Inc. #6: Marketers will join the conversation (The conversation in messaging apps, that is.) #eMwebinar
  20. 20. © 2015 eMarketer Inc. WhatsApp and Facebook Messenger are on the way to having 1 billion MAUs worldwide  Facebook is the big player in the US #eMwebinar
  21. 21. © 2015 eMarketer Inc. How can marketers have a voice in one-to-one communications? Cathy Boyle, senior analyst, mobile #eMwebinar
  22. 22. © 2015 eMarketer Inc. … We interrupt this trend report to talk about ad blocking …
  23. 23. © 2015 eMarketer Inc. Ad blocking won’t get solved in 2016 The problems of ad blocking and ad avoidance will persist. #eMwebinar
  24. 24. © 2015 eMarketer Inc. The good news is that ad blocking is less common in the US than elsewhere For desktops, anyway … #eMwebinar
  25. 25. © 2015 eMarketer Inc. Will native advertising soar because of ad blocking? Lauren Fisher, senior analyst, ad tech #eMwebinar
  26. 26. © 2015 eMarketer Inc. Four More Things That WON’T Happen in 2016
  27. 27. © 2015 eMarketer Inc. #1: Like ad blocking, viewability won’t get solved, either Disagreements will continue. #eMwebinar
  28. 28. © 2015 eMarketer Inc. There’s just not a lot of agreement about viewability #eMwebinar
  29. 29. © 2015 eMarketer Inc. How important is it to solve viewability? Lauren Fisher, senior analyst, ad tech #eMwebinar
  30. 30. © 2015 eMarketer Inc. #2: Facebook won’t kill YouTube Different platforms, different solutions for marketers. #eMwebinar
  31. 31. © 2015 eMarketer Inc. Is Facebook cannibalizing YouTube? Debra Aho Williamson, principal analyst, social #eMwebinar
  32. 32. © 2015 eMarketer Inc. #3: Young people won’t abandon Facebook in droves Sorry, President Obama. #eMwebinar
  33. 33. © 2015 eMarketer Inc. More than 60% of recent high school graduates check Facebook at least once a day #eMwebinar
  34. 34. © 2015 eMarketer Inc. How many young people will use Facebook in the future? Debra Aho Williamson, principal analyst, social #eMwebinar
  35. 35. © 2015 eMarketer Inc. #4: Digital ad spending won’t surpass TV ad spending Not in 2016, anyway. #eMwebinar
  36. 36. © 2015 eMarketer Inc. TV will remain the largest channel for US ad spending in 2016 #eMwebinar
  37. 37. © 2015 eMarketer Inc. Will digital and TV work together? How? Lauren Fisher, senior analyst, ad tech #eMwebinar
  38. 38. Marketo Overview Anastasia Pavlova Sr. Director, Marketing, Marketo
  39. 39. Marketo Company Overview #1 engagement marketing software platform • Fastest growing marketing technology company • Customer system of record, 1B leads, 220B+ activities Top rated by Analysts including Gartner, SiriusDecisions and Forrester Marketing First • Help marketers master the art and science of digital marketing 4100+ customers across 20+ industries in 36 countries
  40. 40. The Engagement Marketing Platform Engage people in a meaningful, lifelong and personalized way across channels Measure and maximize impact of marketing investments across channels Generate awareness and ensure potential customers can find you Manage, coordinate and plan the marketing activities across your teams CUSTOMER • Marketing calendar • Web / Mobile Personalization • SEO • Social Marketing • Ad Bridge Retargeting • Revenue Cycle Analytics • Marketing Automation • Web / Mobile Personalization • Social Marketing • Multi-Channel Nurture
  41. 41. What Makes Marketo Unique Partner Ecosystem Most complete ecosystem 400+ LaunchPoint partners 1 new solution integrated per day Community of Peers Over 50,000 engaged users User groups in 50 cities globally Sharing best practices know-how Marketing First 100% focus on Marketers Most innovative platform For beginners and advanced users 1
  42. 42. Marketing First
  43. 43. © 2015 eMarketer Inc. 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 webinars@emarketer.com Ezra Palmer Digital Trends 2016: What Will Happen–and Won’t Happen–in the Year Ahead  Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms  Mobile Messaging Apps: Global User Forecast, Leaderboard and Outlook on Monetization  Cross-Device Targeting: First-Party Data, TV and Privacy Are Big Factors for 2016  US Mobile Payments Forecast: Driven by User Growth and Broader Acceptance, Transaction Value Will Triple in 2016

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