1. ©2011 eMarketer Inc.

2. ©2011 eMarketer Inc.
Top Digital Trends
for 2012:
Where Does Social Fit in?

3. ©2011 eMarketer Inc.
Top Digital Trends
for 2012:
Where Does Social Fit in?
Insights from the following eMarketer
reports:
•Top Digital Trends for 2012
•Key Mobile Device Trends 2012
•Social Network Ad Spending in 2012

4. ©2011 eMarketer Inc.
Digital Trends for 2012
- Virtuous Cycle of Content Availability,
Consumer Behavior and New Devices
- Magnetic Content and Content
Curation
- The Cloud
- Online Video
- Mobile Marketing focusing on the
Check-out
- ROI, ROI, ROI and Big Data
- Digital Continues to Become Central

5. ©2011 eMarketer Inc.
Today’s Agenda

6. ©2011 eMarketer Inc.
Today’s Agenda
- Key Numbers in Social Media for 2012

7. ©2011 eMarketer Inc.
Today’s Agenda
- Key Numbers in Social Media for 2012
- Key Consumer Device Trends

8. ©2011 eMarketer Inc.
Today’s Agenda
- Key Numbers in Social Media for 2012
- Key Consumer Device Trends
- Magnetic Content

9. ©2011 eMarketer Inc.
Today’s Agenda
- Key Numbers in Social Media for 2012
- Key Consumer Device Trends
- Key Numbers in Online Video: Major Growth
- Magnetic Content

10. ©2011 eMarketer Inc.
Today’s Agenda
- Key Numbers in Social Media for 2012
- Key Consumer Device Trends
- Key Numbers in Online Video: Major Growth
- Content Curation: Leveraging this Growth
- Magnetic Content

11. ©2011 eMarketer Inc.
Today’s Agenda
- Key Numbers in Social Media for 2012
- Key Consumer Device Trends
- Key Numbers in Online Video: Major Growth
- Content Curation: Leveraging this Growth
- Social Media ROI: Prove your Value
- Magnetic Content

12. ©2011 eMarketer Inc.
Key Numbers in Social Media for 2012

13. ©2011 eMarketer Inc.
Key Numbers in Social Media for 2012

14. ©2011 eMarketer Inc.
Key Numbers in Social Media for 2012

15. ©2011 eMarketer Inc.
Social network advertising will see
42.2% revenue growth in 2012

16. ©2011 eMarketer Inc.
Social networks will receive 11.7%
of US online ad spending in 2013

17. ©2011 eMarketer Inc.
Mobile Device Trends

18. ©2011 eMarketer Inc.
Increases
in device
adoption,
content
usage and
online
advertising
are
fostering a
climate of
opportunity
for digital

19. ©2011 eMarketer Inc.
Social and Mobile Importance Continues to Grow

20. ©2011 eMarketer Inc.
Social and Mobile Importance Continues to Grow

21. ©2011 eMarketer Inc.
Social and Mobile Importance Continues to Grow

22. ©2011 eMarketer Inc.
Social and Mobile Importance Continues to Grow

23. ©2011 eMarketer Inc.
Mobile Social Network Users’ Activities

24. ©2011 eMarketer Inc.
Mobile Social Network Users’ Activities

25. ©2011 eMarketer Inc.
Social Media Demands Magnetic Content
 Magnetic content marks an evolution from the
interruptive advertising model to a more engaging
approach that integrates many forms of media.
 Ford has experimented with magnetic content through
original video programming, viral clips, user-generated
contests and social media engagement.
 Macy’s is projecting its brand through a made-for-web
video series featuring top creative talent.

26. ©2011 eMarketer Inc.
Social Media Demands Magnetic Content

27. ©2011 eMarketer Inc.
Social Media Demands Magnetic Content

28. ©2011 eMarketer Inc.
Social Media Demands Magnetic Content

29. “The ad is yesterday. Content is the
future.” —Oliver Newton, head of emerging platforms at
Starcom MediaVest, quoted in the UK Online Publishers
Association website, February 22, 2011
©2011 eMarketer Inc.
Social Media Demands Magnetic Content

30. “The ad is yesterday. Content is the
future.” —Oliver Newton, head of emerging platforms at
Starcom MediaVest, quoted in the UK Online Publishers
Association website, February 22, 2011
©2011 eMarketer Inc.
Social Media Demands Magnetic Content

31. “The ad is yesterday. Content is the
future.” —Oliver Newton, head of emerging platforms at
Starcom MediaVest, quoted in the UK Online Publishers
Association website, February 22, 2011
©2011 eMarketer Inc.
Social Media Demands Magnetic Content
“You’ll start to see us—and in general
the industry—move away from just the
static push advertising to more
engaged conversations.” —Scott Kelly, digital
marketing manager at Ford Motor Co., in an interview with
eMarketer, February 8, 2011

32. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

33. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

34. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
 Leverage the secret ingredient: Trust.
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

35. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
 Leverage the secret ingredient: Trust.
 Listening Comes First
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

36. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
 Leverage the secret ingredient: Trust.
 Listening Comes First
 Don’t just barge into a conversation – Add Value
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

37. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
 Leverage the secret ingredient: Trust.
 Listening Comes First
 Don’t just barge into a conversation – Add Value
 Be Authentic, Transparent and Humble
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

38. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
 Leverage the secret ingredient: Trust.
 Listening Comes First
 Don’t just barge into a conversation – Add Value
 Be Authentic, Transparent and Humble
 Recruit from your core: Brand enthusiasts that
already love you.
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

39. ©2011 eMarketer Inc.
Seven Best Practices for Magnetizing
Customers through Social Media
 Don’t think Social Media – think Social Marketing in
the broadest sense.
 Leverage the secret ingredient: Trust.
 Listening Comes First
 Don’t just barge into a conversation – Add Value
 Be Authentic, Transparent and Humble
 Recruit from your core: Brand enthusiasts that
already love you.
 Target the coveted influentials
- Excerpt from Digital Impact: The Two Secrets to Online Marketing Success by Vipin
Mayer and Geoff Ramsey

40. ©2011 eMarketer Inc.
Growth in video viewership reflects the
widespread availability of digital content

41. ©2011 eMarketer Inc.
Video will remain the fastest-growing
type of online advertising through 2015

42. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Content curation specialist HiveFire found that 69% of US
marketers said finding, organizing and sharing
online content was more important in 2011
than in 2010. The same number said these tactics
would be more important in 2012.

43. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes

44. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes

45. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes

46. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes

47. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

48. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

49. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

50. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

51. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

52. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

53. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

54. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

55. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

56. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

57. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

58. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

59. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

60. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Rohit Bhargava, SVP of global strategy
and marketing at Ogilvy, called
content curation “one of the
hottest trends in social media.”

61. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Facebook CEO Mark
Zuckerberg estimated that the
amount of content shared
on social networks would
double in 2012, and again in
2013.

62. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Facebook CEO Mark
Zuckerberg estimated that the
amount of content shared
on social networks would
double in 2012, and again in
2013.
Facebook CEO Mark
Zuckerberg estimated that the
amount of content shared
on social networks would
double in 2012, and again in
2013.

63. ©2011 eMarketer Inc.
Marketers are also interested in
curating content to drive outcomes
 Facebook CEO Mark
Zuckerberg estimated that the
amount of content shared
on social networks would
double in 2012, and again in
2013.
Facebook CEO Mark
Zuckerberg estimated that the
amount of content shared
on social networks would
double in 2012, and again in
2013.

64. ©2011 eMarketer Inc.
Despite limited results, marketers are
optimistic about social media ROI

65. ©2011 eMarketer Inc.
Despite limited results, marketers are
optimistic about social media ROI

66. ©2011 eMarketer Inc.
Despite limited results, marketers are
optimistic about social media ROI

67. ©2011 eMarketer Inc.
 Marketers, retailers, technology firms, content owners,
publishers and consumers have different agendas in the
digital media ecosystem, but they share a need to
quantify the value of the growing amounts of
data they handle.
 In 2012, the volume of data will increase across social
channels, transactional systems, location services and
content streaming venues. Companies that make the
most intelligent use of increasingly large,
fragmented and potentially valuable inputs will
be in the best position to compete.
Conclusions: Top Digital Trends for 2012

68. ©2011 eMarketer Inc.

69. ©2011 eMarketer Inc.
Ultimately,
success in
Digital Media
and
marketing
comes down
to staying on
top and
ahead of the
trends

70. ©2011 eMarketer Inc.
Ultimately,
success in
Digital Media
and
marketing
comes down
to staying on
top and
ahead of the
trends

71. ©2011 eMarketer Inc.
Ultimately,
success in
Digital Media
and
marketing
comes down
to staying on
top and
ahead of the
trends Jesse Catlin
Direct: (212) 763-6084
Mobile: (646) 709-1222
jcatlin@emarketer.com
@JHCDigital