Four marketing trends you need to understand

Mobile terminals have become the center of the user platform, perhaps their screen is not the largest, but gradually they become the user input the highest level of equipment.

The major trends in the 2014 Digital Marketing Report, published by emarketer, summarize the four main issues that are noteworthy in the 2014 year, namely:

Time Online users of the year, mobile advertising spending will increase more than 50% time online to promote advertisers to increase advertising spending, through the RTB purchase of ads will increase by 38% time online means that time shopping, for retailers, 2014 will be the year of pressure to deliver faster, more convenient services. Social networking is the glue of the multi-screen era, the advertisers who are familiar with social network marketing are more confident, the size of social ads will continue to increase, and the 2014 will be 12% forward

The following are key data for the report, and the 199IT points are sorted as follows:

Users who own mobile phones spend 1.18 hours a day on their mobile phones (free of talk Time)

2013 user's mobile device used for the first time over PC

Moving far more than the new desktop means that smartphones and tablets have become an inseparable central component of the user's multi-platform life forms. This is reflected not only in the length of time users spend on mobile devices every day, but also in the way that mobile terminals are becoming a tool for people to control their lives and work remotely.

Mobile advertising continues to accelerate

EMarketer estimates that U.S. mobile advertising will grow by 56% in 2014 to $15 billion trillion, accounting for 30% of digital advertising spending. In other regions, mobile advertising has grown more rapidly than in the United States because of its small initial base.

Another indicator of moving the world: Continued growth in smartphone sales

Smartphone next battleground: Emerging markets such as China and India; markets in Europe and the US have stabilized; cheap smartphone devices such as Android will lead

In many places, smartphones become the user's first screen

In China, for example, 70% of H1 's new internet users were first visited by mobile phones in 2013

Data from Cnnic,199it note

Marketers view Mobile as a new marketing opportunity

EMarketer analysis that 2014 global mobile advertising will increase the size of 58%, while the entire advertising industry grew only 5%, and digital advertising growth rate is only 13%. According to data cited by association of National Advertisers (ANA) in August 2013, mobile phones and tablets are the most influential devices for advertisers over the next three years, while the importance of computers and traditional televisions has decreased.

Mobile phone is becoming the manager of People's life

Mobile phones also play a powerful role in the workplace

Users who connect everywhere at all times have spawned new demands for the marketplace. In particular, users ' responsiveness to marketers is improving. Within 24 hours of responding to service guidelines and obsolescence, users need immediate response. Whether it is to reply to the User Service consultation, or the same day delivery. In real-time response to user responses, automation is a means to be constantly groping (micro-credit public account of the automatic response function is real-time marketing a case -199it note); Advertising can also play a role as a sales rep at different stages of user purchase.

According to Magna Global forecasts, 2013 is the year of the American display advertising industry, more than half of the display ads currently through the program purchase, and these programs to buy half of the ads in real-time through the program purchase. By 2017 Magna Global estimated that the market for RTB advertising would be more than half the size of the US digital display ads.

EMarketer's outlook for RTB is relatively conservative, and they expect 2014 U.S. RTB display ads to represent only 22% of U.S. display advertising, 4.66 billion dollars.

Where mobile advertising leads to the purchase of display ads, according to MAGNA Globa data, 68% of mobile display ads in 2013 will be solved by automated purchase. And video advertising is the exception, the media still want to use these resources as a high level of traffic direct

The process is more pronounced in the United States, accounting for 63% of the world's 12 billion programmed display purchases.

Regardless of where the advertisement is displayed, the key issue is to convey the right information to the right user in the right place.

According to ValueClick Media's survey of its advertising network, the digital media industry in the United States is already taking action to strengthen their trans-equipment marketing project (CDM) in 2013, which accounts for 30% of their digital media spending, and surveys show that practitioners consider the benefits of the CDM as follows:

Optimize the entire media budget
Expand Marketing Reach
achieve higher efficiency
redirect Users across devices
Streamline the process of media purchase

Big data will help mobile ads, marketers believe that more intelligent data will enable them to respond to business challenges more quickly and respond more freely

Marketers believe that real-time marketing can bring benefits such as improving marketing efficiency, directional accuracy, and increasing customer satisfaction.

One consequence of concern is the increased integration of different channels

Marketers are aware of this: changes in technology and marketing are accelerating

Users are changing their online shopping environment. Users quickly jump between a physical store and a virtual store, from one merchant to another.

Users who use smartphones are always online, and with them the user does not have to go to the PC to get into the shopping situation, as with other applications, the status of the purchase is also due to the smartphone users of the time online and changed. This state change brings the rise of the mobile shopping wave

The proportion of mobile shoppers in China is leading

Time Online users always socialize

Looking at the following data and combining your actual experience with Instant messaging tools such as micro-letters, hand Q, you may be able to understand the importance of socializing in mobile life, and why micro-letters are so popular in the industry -199it note

Social networking becomes so important that social advertising becomes one of the most promising advertising patterns following search ads.

Facebook relies on social feeds ads to prop up stock prices and market confidence; and sociable Tencent is also vigorously developing its social advertising programs-wide-access, and the introduction of micro-letter public number ads, feeds advertising and other new business forms, is expected to give Tencent's advertising business will bring great growth and imagination -199it Note

Social networking as a bonding device for a variety of media, such as social phenomena while watching TV

In the face of the surging wave of movement, marketers need to have the following capabilities of real-time marketing

Via:199it compiled from emarketer