Mobile On the Rise & Content Is King: eMarketer’s “Key Digital Trends for 2013”


Posted by Emily Disher, Senior Account Manager On Monday, June 3, eMarketer hosted a breakfast at the Peninsula Hotel, during which Principal Analyst Noah Elkin summarized key digital trends for 2013. Elkin outlined eMarketer-breakfast-header the growth of mobile in media consumption and commerce, but also highlighted the continued prominence of traditional media. Ultimately, as media consumption becomes more fragmented, including both digital and traditional media sources, it is more important than ever for advertisers to coordinate across these channels, particularly through contextually relevant content marketing. Key Findings It’s no surprise that participants are consuming content across an ever-growing variety of platforms. As digital participation expands and fragments, TV, radio, and print also persist as important access points and continue to play a significant role in commerce. TV, in fact, has the greatest influence over purchasing decisions, followed by newspapers, and the Internet (Television Bureau of Advertising). • Participants spend 40% of daily media time watching TV, 28.4% online, 13.2% listening to the radio, and 5.4% reading print media (eMarketer)* • Plus, nearly 80% of TV owners are still using cable or satellite providers, despite the cord-cutting phenomenon Even as TV remains central, mobile consumption of video content is growing. • 43.6% of mobile users are viewing video content on mobile • 58% of the population will view video on a device this year Of course, mobile as a category is itself wide and highly fragmented, with participants engaging through a variety of device types, platforms, apps, and Web searching. And just because a participant is using her smartphone doesn’t preclude engagement with PC, TV or other media channels at the same time. With all of the screens available for consuming media, participants are “everywhere and nowhere” at once. • Multiscreen consumption outnumbers single screen consumption 2.5 to 1 (Nielsen) • 98% of participants move sequentially between devices in the course of the day (Google) • 72% of tablet users pay equal or more attention to tablets when watching TV (GFK MRI) • 65% of US participants start shopping on a smartphone and continue on a PC or a tablet (Google) Although digital ad dollars are expanding and are expected to hit 50% of ad budgets in 2017, mobile, specifically, remains the largest advertising opportunity. eMarketer asserts that marketing strategies prioritizing mobile “will be essential for business success” in 2013. • 78% of the population owns a mobile phone, and 57% of mobile users use smartphones. • Time spent on mobile is 11.7%, compared to the ad spending share on mobile, which is only 2.5%. As digital channels continue to gain significance for marketers, the importance of brick-and-mortar stores should not be overlooked, particularly as these stores relate to digital-savvy shoppers. According to eMarketer, in-store commerce still generates over 90% of purchases. Plus, the newer phenomenon of showrooming—examining retail merchandise in-store for online purchase—gained momentum in 2012. Showrooming presents new challenges to advertisers, but is an undeniably important piece of the purchase process. Marketers will be smart to focus on well-researched, smartphone-equipped showroom participants as “friends,” as Elkin puts it. As participants engage with brands across so many different channels, they have come to expect advertising to take a storytelling approach, putting an increasing emphasis on content marketing. Content marketing has become highly important to marketing strategies, particularly as a means to achieving customer loyalty or acquisition. Of course, as Elkin states, “If content is king, context is queen.” Contextual advertising is becoming essential for engaging the well-researched, on-the-go participant. Successful advertising must maintain contextual relevancy, reaching participants in ways relevant to their interests, current location, time of day, and more. Implications for Search The significance of mobile certainly is not news to paid search marketers, with Google pushing the mobile advertising momentum forward with its new enhanced campaigns. Clients not investing in the expanding mobile arena have no voice for their brand in a space where participants are spending 11.7% of their time, and Google is encouraging more advertisers to stake a presence here. As participants spend more time on mobile, and marketers increase investment in this space, paid search strategy should become even more important for marketing efforts. Participants rely on their smartphones as research points on the go, which typically involves Web queries. Search engines are offering more and more opportunities to make paid search ads relevant based on demographics, season, time-of-day, location, etc. When combining highly relevant paid search ads with other marketing efforts, clients can create the kind of full-circle storytelling for which participants are looking. It is more important than ever for paid search marketers to understand and communicate the way paid search works in collaboration with other advertising channels. As paid search marketers, we will need to use data to understand how paid search is performing (something we’re very good at), but also to measure how our efforts perform in the context with other marketing channels. What impact is search having on display or social? How is social or TV or print driving search? Elkin does a great job of underscoring the importance of coordinating marketing efforts across channels—both traditional and digital. Of course, this is also the real challenge, because just as media consumption grows increasingly fragmented, so, too does advertising. Finding better ways to measure the collective impact of marketing efforts, rather than analyzing data in a silo, will become increasingly important, but this will require a collaborative approach across agencies, which is not always easy. *All data from eMarketer, unless otherwise noted. The full presentation is available on SlideShare.


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