Shifting market share in Digital Marketing - in favor of social

Digital Marketing is becoming more social. That is conclusion suggested by new data from eMarketer, which was published this week.

In short, Facebook and Twitter are gaining market share (with Facebook's increasing to 25.2% from 23.8% and Twitter's increasing from 3.7% to 5.0%) while traditional, non-social market share is declining. The declines span across all major non-social players, including Google, Yahoo and Microsoft.




A further interesting consideration is that social media is expected to continue growing its share of digital marketing spend quite aggressively over the coming years. Specifically, Facebook and Twitter are expected to grow their combined share to 34% by 2017 (from 27.5% today).

However, lost share at traditional (non-social) players does not mean that their digital marketing revenues are declining. In fact, the overall market is growing at such a rapid clip that even those companies losing share are still growing absolute digital marketing revenues at a healthy clip. For example, Google should see compound annual revenue growth in the low double digits for the next few years.

The growth rates are even more pronounced in mobile - as shown below. 



See more here: http://www.adweek.com/socialtimes/emarketer-digital-marketing/617758