FDG 2014 Predictions

FDG 2014 Predictions
FDG 2014 Predictions! Date: 1/31/2014!
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2014 WILL BE THE YEAR OF MOBILE. Worldwide mobile spending is expected to hit $18 billion this year. By 2017, the market will reach $41.9 billion. 3
Digital Industry Predictions Digital Advertising Predictions Mobile Industry Predictions Mobile Advertising Predictions Social Marketing Predictions 4
Digital Industry Predictions •  Worldwide IT spending will grow 5% year over year to $2.1 trillion in 2014." •  Emerging markets will return to double-digit growth of 10%, driving nearly $740 billion or 35% of worldwide IT revenues and, for the first time, more than 60% of worldwide IT spending growth. " " •  The mobile device onslaught will continue in 2014 with sales of tablets growing by 18% and smartphones by 12%. The Android community, led by Samsung, will maintain its volume advantage over Apple, while Apple will hold onto its value edge with higher average selling prices and an established ecosystem of apps. But Google Play (Android) app downloads and revenues are making dramatic gains and the "app ecosystem value gap" will be significantly narrowed in 2014. And the clock will be ticking louder for Microsoft, which needs to quickly double mobile developer interest in Windows." Digital Advertising Predictions Mobile Industry Predictions Social Marketing Predictions Mobile Advertising Predictions 5
Digital Industry Predictions •  Spending on big data technologies and services will grow by 30% in 2014, surpassing $14 billion as demand for big data analytics skills continues to outstrip supply. " •  Social technologies will become increasingly integrated into existing enterprise applications over the next 12-18 months. " " •  The 3rd Platform will deliver the next generation of competitive advantage apps and services that will significantly disrupt market leaders in virtually every industry. Finally, the 3rd Platform will continue to expand beyond smartphones, tablets, and PCs in 2014 to the Internet of Things (IoT). " •  Low-cost/high-function devices. Devices will put transistors to work for sensors, rich graphics, and discrete processors. These devices will continue to drop precipitously in price to what seem today like ridiculous levels such as we’ve seen at discount super stores this holiday shopping season in the US. " Digital Advertising Predictions Mobile Industry Predictions Social Marketing Predictions Mobile Advertising Predictions 6
Digital Advertising Predictions •  As automated, or programmatic, advertising technologies replace cumbersome manual media planning and buying processes that eat up too much time and leak critical consumer data, more resources can be redirected towards the creative side of the house, and toward impactful, engaging and effective advertising that drives commerce. " " •  Closing the gap between native advertising and programmatic buying will become one of the next big hurdles." •  Open ecosystems win. The industry has asked marketers to manage multiple relationships with 20 to 40 vendors to execute online advertising." " •  Mobile drives the transaction. 2014 will be the year that marketers demand device agnostic advertising. Innovations and technologies that empower marketers to gain a single view of the customer and target across all screens are leading the way, because ultimately, a cross-screen strategy will drive the highest return for marketers. Digital Industry Predictions Mobile Industry Predictions Social Marketing Predictions Mobile Advertising Predictions 8
Digital Advertising Predictions •  2014 will be the year consumers have a greater appreciation of targeted, personal marketing. And a growing number of advertisers will respond with online marketing technologies that deliver richer, more relevant brand experiences – at scale from the smartphone to the desktop. " •  2014 will be the year when immersive experiences that tie directly to a transaction will dominate. Premium advertising that goes beyond banners will get even more sophisticated and customizable. Digital advertising will be remarkable, unique and experience-based." •  Techies, creative types and content producers can no longer retreat to their separate corner offices to devise strategies in a vacuum. As media, technology and creativity converge, more holistic and integrated businesses will emerge and out perform their competition. " " •  Native advertising and content marketing will be the leading driver and the largest spending category for the year." Digital Industry Predictions Mobile Industry Predictions Social Marketing Predictions Mobile Advertising Predictions 9
Digital Advertising Predictions •  An audience-first approach and consolidated view of all results across their organizations will lead marketers to think differently about the way they communicate with customers. As a result, in 2014 we will see much more personalized customer journeys that begin at first touch and are continuously optimized. " " •  CMOs Will Increase Spending in Digital Marketing - As consumers continue to turn to smartphones and tablets to interact with brands, marketers need to engage them directly. CMOs will need to increase focus on engaging the mobile consumer to get their attention and their dollars." •  Cross-Channel Marketing Key to Exceeding Marketing Goals. Utilizing the insights from search, social, and integrated marketing will allow companies to develop cross-channel content creation strategies. Video, social media, and of course commerce and shopping will be at the forefront of this transformative cross-screen reality." Digital Industry Predictions Mobile Industry Predictions Social Marketing Predictions Mobile Advertising Predictions 10
Digital Advertising Predictions •  The Year Of Programmatic Video Advertising. 60% of all digital video ads will be bought programmatically. Programmatic becomes the new premium inventory. Advanced measurement and real-time data will close the gap between TV and digital video. Mobile video advertising gets new measurement standards. " " •  Wearable technology will create new ecosystems. Moving beyond glasses and experimentation, wearable sensor technology will support the new entry of major brand verticals into the market. 2014 will see the development of new ecosystems and mobile partnerships in wearables and will help accelerate mobile-led services such as m-health, insurance and personal safety." " •  Lines will blur between marketing and ad tech. As content consumption continues to transcend the living room walls, advertisers will continue to experiment with the right mix of content and advertising. " Digital Industry Predictions Mobile Industry Predictions Social Marketing Predictions Mobile Advertising Predictions 11
Mobile Industry Predictions •  Beacons will be the fastest-growing mobile hardware market in 2014, and anchor the Internet of Things. These low-cost pieces of hardware are poised to transform how retailers, event organizers, travel businesses, transport companies, and educational institutions communicate with audiences. They utilize low-energy Bluetooth connections — which are much more effective indoors than GPS, Wi-Fi, or NFC — to deliver signals, data, and messages directly to a smartphone or tablet. Beacon systems will probably be the first Internet Of Things-type device to gain wide acceptance, since they have such a low barrier to entry in cost terms." " •  TV Everywhere-style apps will proliferate, and bring slices of TV ad budgets into mobile. In short, everyone who's anyone in TV and video will compete to bring premium video content to tablet and phone screens, mainly through apps. There will not be much clarity in this market in 2014, but there will be more and more dollars up for grabs, and a lot of experiments to try to determine who can peel audiences away from competitors as viewing habits shift to mobile. Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Advertising Predictions 13
Mobile Industry Predictions •  The main app stores will see big shifts in organization and infrastructure. In 2014, the main app stores will begin giving developers and publishers more tools and the ability to bill customers for different things: updates, upgrades, monthly or annual subscriptions. Finally, Google and Apple will enter into a race to improve discovery in their app stores, so that their customers are able to find apps they're interested in much more easily. " " •  The smartphone platform war becomes a three-horse race between Apple, Google, and Microsoft. The big story will be Microsoft riding resurgent Lumia and Surface sales to a distant, but solid third place position. Microsoft is already gaining momentum after nearly doubling its share of the global smartphone market in the course of 2013, thanks primarily to record shipments of Lumia smartphones, which grew 200% year-over-year in the third quarter. The new Surface tablets will prove popular in 2014 with enterprise customers. Amazon will continue to be relevant in the tablet market, and may release a smartphone. " Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Advertising Predictions 14
Mobile Industry Predictions •  2014 will be the year that low-cost, high-quality smartphones begin to dominate handset sales. Smartphones will virtually wipe out feature phone sales in the very near future, thanks to the rapid decline in the average selling price or ASP of smartphones globally and because of heavy uptake in emerging markets. The decline in ASP is driven mainly by the low-cost Asian manufacturers, like ZTE, Huawei, Lenovo, Micromax, and Xiaomi. " " •  The rise of the wearables and the Internet of Things. The wrist wins the market for wearable computing as Apple introduces an innovative wristworn product: We have already estimated that smart wrist wear will account for 85% of all wearable device unit shipments in 2014. We think that Apple's new supposed iWatch device will actually be something very unexpected — perhaps a collection of modular and customizable wrist wear – that goes above and beyond what we've seen so far in wearable computing. It may come in many different colors and styles, and offer different modules depending on wearers' interests: different watch-faces, fitness trackers, social media alert lights, etc. " Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Advertising Predictions 15
Mobile Industry Predictions •  Google Glass will make its consumer debut and see modest success thanks to smart apps that are native to the device. Before Glass hits the mainstream, Google will need to address three major issues: price, privacy, and style. Google has also opened Glass to developers, and there's a lot of opportunity for Glass-exclusive apps that show users information but meanwhile allow them to continue using their hands for whatever they're doing. The Oculus Rift, a headset that blocks out reality and will likely be used mainly for gaming, might also have a big year. " " •  The large wireless operators will continue to consolidate into regional and global super-carriers. Despite the recent gains made by some upstart smaller carriers like T-Mobile USA, and the retrenchment of Vodafone and Deutsche Telekom, the wireless market will see more and more consolidation globally, especially since slowing subscriber and data revenue growth is causing large carriers to cast about for new growth markets or for acquisition targets, often in order to avoid being acquired themselves. " Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Advertising Predictions 16
Mobile Advertising Predictions •  Proliferation of Second screen experience. In 2014 developed market broadcasters will embrace second screening by offering tailored companion content, targeted advertising and direct opportunities to purchase from-ad-to-phone." " •  Social analytics, intelligence and social data monetization. The Twitters, Facebooks, Instagrams and Pinterests of the world will continue to drive mobile traffic and usage with consumers coming to expect seamless, intuitive experiences across devices from all the brands they interact with. " •  Mobile Video watching will match PCs, begin to approach DVR/TV levels. Partially driven by the rise in social, video will continue to gain importance with more “made for mobile” content being produced -- giving users the opportunity to consume, interact with and change video content from their device of choice." Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Industry Predictions 18
Mobile Advertising Predictions •  Adaptive design – As more screen sizes, display types, devices and nextgen hardware (think glasses and watches) proliferate the market, the importance of adaptive content and creative will be critical for publishers to successfully monetize mobile." " •  Data is an essential element of the consumer path to purchase. As brands mature in the space, they are moving beyond consumer engagement when they are in a defined “fence” near brick and mortar locations, but they are looking to begin that conversation where the consumer is before and after they come through their door. As the ingestion of accurate mobile data becomes a competitive necessity in all aspects of mobile technology, first party data will take center stage as the be-all-end-all." •  Measurement is another area that will benefit from additional focus on mobile data innovation and precision. As marketers start to better understand the unique value of mobile, Click Through Rates (the de facto measuring stick) will come up against increased scrutiny and devaluation. " Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Industry Predictions 19
Mobile Advertising Predictions •  Micro-fencing - as location intelligence further unlocks the insights of mobile consumer behavior, advertiser focus will become even more granular, shifting to “last mile” integrations. " " •  In 2014, more publishers will make inventory available via programmatic platforms. Publishers will make premium inventory they used to sell only through direct relationships available on private exchanges, ensuring bids from only high-quality brands. Publishers will experiment with different types of private exchanges, including closed environments where only one advertiser may bid on inventory (a sort of programmatic-direct model), as well as controlled environments where a limited number of invited brands can bid on inventory. " •  As brands mature in the space and better understand their own unique and most valuable KPIs, a shift in payment models will surely come. " Digital Industry Predictions Digital Advertising Predictions Social Marketing Predictions Mobile Industry Predictions 20
Social Marketing Predictions •  The use of micro-video will rise. Micro-video sharing has already proven itself valuable for breaking news and viral events. Social media is increasingly being used for real-time sharing. Users depend on short snippets of text, photos or videos to consume information. For this reason, platforms like Vine and Instagram continue to be hugely popular. Instead of marketers putting all of their eggs in one :30 or :60 second basket, a series of shorter videos will be used to stay relevant with changing trends and seasons. " " •  Facebook will lose the younger demographic. For anyone below 40, Facebook is old news. And for teens, it is where all the scary parents are lurking, just waiting for them to post an inappropriate picture or use a curse word that will get them grounded. Facebook is dying, and by the end of 2014, it will be the digital geriatric clinic sprinkled with brands, cheesy real estate agents, and car salesmen. " Digital Industry Predictions Digital Advertising Predictions Mobile Advertising Predictions Mobile Industry Predictions 22
Social Marketing Predictions •  Apps and social platforms will have a much faster lifecycle. The new world order is: Kids flock to social network; Parents hear about said social network and sign up; Kids leave adults in the dust and move on to some newer, shinier social media toy. Expect this cycle to accelerate in 2014. " " •  Social customer service will be a necessity. Customers are continuing to utilize sites like Twitter and Facebook to air their complaints with a business. Since the voice of your consumers is only amplified through the use of social media, it is important to address these issues as soon as possible. A disgruntled customers’ savvy use of social media could lead to a much bigger problem for the reputation of a company." •  Social advertising will expand beyond the platform. As remarketing capabilities are expanded in Twitter and Facebook, the ability to target audiences within these platforms based on their behavior outside of them will improve. This will enable advertisers to more effectively target users based on their actions across the Web. " Digital Industry Predictions Digital Advertising Predictions Mobile Advertising Predictions Mobile Industry Predictions 23
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