This document provides a summary of a presentation on digital marketing and social media trends in 2013. It discusses the rise of mobile commerce and how most consumers now use mobile devices to research products, check prices and availability, and find store locations. It also summarizes key trends around mobile coupons, social referrals, social login and ecommerce, personalized content, and priorities for digital marketers. The presentation concludes with examples of how companies are using innovative mobile and social media strategies.
5. Mobile for eCommerce
check availability compare prices find store locations
59% 67%
46%
Source: Deloitte’s 2011 Annual Holiday Survey
6. Shopped with Mobile Device
20%
86%
Canadians
64% Growth from
2010-2011
Americans
Source: Asking Canadians 2012; eDigitalResearch and Portaltech Reply 2012;
Appcelerator and IDC as reported by Mobile Commerce Daily
7. Mobile Coupon
53.2 million • Mobile coupon users
will rise from 12.3
million in 2010 to 53.2
million in 2014
12.3 million • By 2014, one in four
mobile phone users will
redeem a coupon via a
mobile device
Source: eMarketer, Jan. 2013
8. Social Referral
71% 7%
more likely not likely if
to purchase not referred
Source: HubSpot, 2012
9. Social Login & eCommerce
23%
40%
prefer social logins abandon cart at
over creating checkout due to
an account creating an account
Source: The Social Skinny, 2012 | Forrester.com
10. Consumer towards Social Login
52% use social login
59% like receiving targeted promotions
65% return to site with social login
67% site personalization is highly attractive
87% are familiar with social login
0 11 23 34 45 56 68 79 90
Source: Janrain, Feb 2013
11. Social Selling
20% 40% 12%
purchased search purchased a
within a social products product found
media site via Twitter on Twitter
Source: The Social Skinny, 2012
12. Social Commerce
30.00
• Expected to climb to
20.00
$14.25 billion in 2013
and $30 billion in 2015
$ billion
• By 2016, people
10.00
shopping online will
increase to 192 million
0
2013 2015
Source: The Social Skinny, 2012
13. Personalized Content
56%
Unsubscribe
Personalized emails reason due to
improve click-through irrelevant content
rates by 14%, and
conversion rates by 10%
Source: Aberdeen; Chadwick Martin Bailey
14. Digital Marketer’s Priorities
% of in-house respondents, indicating top-3 priorities
Content marketing
Conversion rate optimization
Social media engagement
Targeting and personalization N/A
Content optimization
Mobile optimization
Brand building/viral marketing
Joining up online and offline data
Marketing automation 2013
2012
Video marketing
Social media analytics
0 10.00 20.00 30.00 40.00
Source: Econsultancy
15. Analytics and Integration
• Data and analytics will
be used to determine
marketing channels,
measure results and
accountability
• Spending on marketing
analytics is expected to
increase 60% by 2015
Source: CMO Survey, 2012
16. Online-to-Offline Integration
• In-store merchandising
SHOP and instant checkouts
with mobile device
SCAN • Better and quicker
experience will attract
and convert in-store
PAY visitors into repeat
customers
Source: Quora, 2012
18. B2C vs. B2B
Percentage of companies using specific social media channels
and/or Blogs who have acquired a customer from that channel
80
B2C B2B
more
60 effective for
B2C marketers
40
20
more
effective for
B2B marketers
0
Facebook Blog Twitter Linkedin
Source: HubSpot February 2012
19. CEO Using Social Media
Likelihood of trusting a company whose CEO communicates
by social media channels according to employees* worldwide
16.0%
2.0%
31.0% • 82% employees trust
a company more
• 77% buyers are
51.0%
more likely to buy
Much more likely More likely
Less Likely Doesn’t make a difference
Source: Brandfog, *of Fortune 1000 companies, 2012 CEO, Social Media & Leadership Survey, March 12, 2012
20. B2B Blog Success
% of blog users who acquired a
customer through their blog
Multiple times a day
Daily
Generate 67%
2-3 times per week
more leads/mo. on
Weekly average than
non-blogging firms.
Monthly
Less than monthly
0 13 25 38 50 63 75 88 100
Source: HubSpot February 2012 and Social Media B2B
21. Facebook User Profile
User age distribution on
Facebook in Canada
• 130 friends
13-15 yrs
16-17 yrs
65-100 yrs • Likes 80 pages
25-34 yrs • 56% of fans
45-54 yrs
recommend a brand
• 3.5 billion pieces of
35-44 yrs content are shared
weekly
18-24 yrs
Source: Mind Jumpers, 2012
22. Fan’s Expectation
58% 47%
expect exclusive likely to purchase
offers and promos
Source: HubSpot, 2012; The Social Skinny, 2012
23. Twitter for Business
% of Traffic from Mobile
60%
55% • 34% of marketers
have generated
40%
leads using Twitter
33% • 20% have closed
deals
20%
0%
2008 2009 2010 2011
Source: Mind Jumpers; Business Insider
24. Linkedin for Business
Customer Acquisition via Linkedin
70
• Share insights and
52.5 B2B knowledge > one
businesses
experience a
million groups
35
61% B2C
businesses
• 75 of the Fortune
success rate experience a 100 companies
17.5
39% use for hiring
success rate solutions
0
B2B B2C
Source: Social Magnets (May 10, 2012)
25. Pinterest User Profile
50% 80% 50%
US 50% female have children
India 4.4%
Canada 3.6%
Source: The Social Skinny, 2012