大气简洁的商务模版

Consumers engage seamlessly with content across multiple platforms
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Exploit unique characteristics each platform offers…
Source: Rhythm NewMedia, “Q3 2010 Mobile Video Advertising Report”
Trend 6: Targeting Audiences vs. Content
Trend 7: Online Privacy Debate Heats Up
Trend #1
Apps Invade All Platforms
Noah Elkin Principal Analyst, eMarketer, Inc. @noahelkin
Businesses are divided on who should manage social media
Only 6% have a dedicated group
Marketer perspectives: Intel and GM
“Intel has been an early adopter in social media, but we haven‟t funded it as well as many of us would like. Social media is not free. We don‟t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.”
We’re accustomed to using apps on mobile devices
Source: Distimo, Dec 2010
Next phase in evolution: apps go everywhere — mobile, desktop, TV
Trend #2
Content Consumption Convergence
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Four out of five marketers will utilize social media tools in 2011
Changing consumer usage patterns make social media a must
Facebook is still growing. It‟s a top site around the world and the fourth largest in the US (comScore). Worldwide usage is rising. Six out of 10 frequent internet users worldwide have a social network profile (UM). Brand interactions are increasing. Coupons, deals and discounts are encouraging consumers to engage with marketers.
Real-Time Bidding
David Hallerman Principal Analyst, eMarketer, Inc. @DHallerman
Display advertising will be an even bigger source of spending growth than search
…and pay close attention to the way devices and context increase the appeal of advertising
Trend #3
Location, Location, Location
Social networks are increasingly the conduit for mobile communication
Trend #4
Social Gets Its Share of Marketing Dollars
Debra Aho Williamson Principal Analyst, eMarketer, Inc. @DebraWilliamson
Social media is no longer an add-on for marketers
Among those that do use social media, usage rates are approaching the level of email marketing
As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling
What real-time bidding (RTB) means for marketers looking to buy display ads
When marketers buy ads using real-time bidding, they bid on impressions based on: The specific site The location of the ad on the site The number of imptivated by prospect of value exchange: obtaining useful information and finding deals
Marketer spending around location is starting to ramp up
Usage of social media tools is still growing. 80% of companies with 100+ employees will use social media marketing in 2011. Budgets are increasing. Marketers are shifting funds into social media and away from other types of marketing. Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions. The need for ROI is critical. Without it, future spending increases may be curtailed.
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Demand side platforms (DSPs) and advertising exchanges: two key elements of the RTB ecosystem (ad networks, too)
Trend #6
Targeting Audiences vs. Content
More than 8 in 10 companies plan spending increases next year
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However, not every industry has adopted social media at the same rate—and some never will
Mobile social network usage will more than double between 2010 and 2015
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Locationbased services have surged but aren’t yet mainstream
Any potential cookie data for segmentation
Helps marketers buy audience instead of inventory Helps publishers sell lesser inventory at higher prices
Targeting typically demographic and psychographic (less so behavioral, so sidesteps many privacy issues)
—eMarketer interview with Kathleen Malone, Senior Manager and Social Media Strategist
“The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.”
—eMarketer interview with Christopher Barger, Global Director of Social Media