UK Digital trends for 2014 (by eMarketer)

1) The Digital Audience: Multidevices change the Game

Smartphones and tables are now part of everyone's life. Smartphone penetration in the UK surpassed the 50% barrier, and tablet is already close to 40%.

Time spent in digital media is expected to surpass the time spent on TV during 2014, mainly driven by time on mobile devices.

UK kids are already using many devices to go online, so this trend is expected to become more and more important.

  

2) Ecommerce Pushes the Limits with Mobile

Customer journey has become more complex with mobile.

Trigger, research and purchase are now part of a complex journey through multiple touch-points and devices.

Mobile shopping and spending is increasing rapidly, but the device sales are mainly in big screens, such as laptops, desktops or, in a smaller scale, tablets.

3) Big Data—Much Talk, Little Action?

Although Big Data initiatives are increasing, the progress is estimated to be still slow in the next years.

The main reasons pointed out for the slow pace related with data integration and data crunching, namely:

• 47% cited lack of resources / time

• 46% had data in disparate systems / locations, or too much data

• 36% lacked useful data

• 30% had no suitable analytical systems

4) Real time advertising and content creation: Top agenda items for brands

The graph below shows that 20% of UK content marketers spent at least 50% of their budget on content marketing in 2013.

Social media was a major focus for content marketers, with Twitter and LinkedIn surprisingly surpassing Facebook in terms of usage.

Closing remarks
By all these interesting results, some quick ideas come to my mind

• Big Data seems to be a clear opportunity for new businesses - if companies have struggling with analysing their data why not outsource it?
• eCommerce is getting big, but mobile still presents some challenges. Are companies doing enough? Who will win this marathon?
• Content creation is the focus of marketers, how far can our imagination go?

Main sources:
http://vimeo.com/97252912
http://www.emarketer.com/Webinar/UK-Key-Digital-Trends-2014/4000085
http://www.emarketer.com/Article/UK-Key-Trends-2014-Ecommerce-Pushes-Limits-with-Mobile/1010762
http://www.emarketer.com/Article/UK-Key-Trends-2014-Big-DatamdashMuch-Talk-Little-Action/1010768
http://www.emarketer.com/Article/UK-Key-Trends-2014-Content-Creation-Top-Agenda-Item-Brands/1010773

ABC's Deal with Facebook Creates a First in Television and Marketing Analytics

Dancing With The Stars, ABC's celebrity reality competition, made news a few weeks ago as the first network show to get access to real time access to fan feeds and relevant conversations and posts. This partnership allows Dancing with the Stars to use facebook as they would Twitter, but this time they can track statics abut facebook chatter as it occurs amongst their fans and followers.

This kind of data, while seemingly useful, hasn't yet proven to greater insights than what can be garnered n Twitter, but this type of leap take by ABC's executives is helping to shape the way networks interact with fans, how digital marketers cultivate data point to prove campaign effectiveness. The general focus on viewer's social media content and buzz creation may provide feedback that could make Dancing with the Stars a more prominent player in its category via potential increased sponsorship and ad sales.  Overall the show hasn't preformed well and it is doubtful that these metrics will sway ad revenue from other networks that have already proven success by way of ratings and social media trending. 

The only benefit can come from this venture with Facebook would be ABC's ability to increase in capacity for targeted advertising revenue when tied to real time demographics of the Facebook users who choose to watch and comment about the show.  If this is part of ABC Executive's strategy, than with time, we will see if target ad revenue will be the ticket that brings Dancing with the Stars to a more prominent place in the reality competition genre.


http://allfacebook.com/dancing-with-the-stars-apis_b125093