Digital Marketing Trends in Canada: Three Obstacles and Three Opportunities for 2017 - eMarketer

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Digital Marketing Trends in Canada: Three Obstacles and Three Opportunities for 2017

eMarketer Report

By: eMarketer

Published: December 01, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer asked senior marketers in Canada about their most pressing challenges and biggest opportunities for 2017. After combining this input with available research on these topics, three obstacles and three opportunities emerged as the most important.

  • Attribution continues to complicate marketers’ lives. More diverse consumer behaviors across devices and an expanding number of touchpoints with brands have made reliable and accurate attribution even more difficult.
  • Ad blocking, ad fraud and inconsistent viewability metrics are all making digital display ads less appealing to marketers. Cleaning up these concerns is a top priority that will require industrywide cooperation.
  • To adapt to digital priorities and a digital talent gap, marketing organizations have been forced to reorganize. The challenge is finding the right mix of reallocated internal resources and vendor partners to arrive at the most efficient complement of digital skillsets.
  • Data-driven marketing is providing business-minded staffers access to insights they would never have been able to obtain before. For example, the internet of things (IoT) offers marketers new data sources to enhance targeting.
  • Content marketing is a primary area of interest and investment for marketers in Canada. Brand publishing is helping marketing content better compete with traditional publishers for valuable consumer time.
  • Immersive formats like augmented reality (AR) and virtual reality (VR) provide an opportunity for brands to create more experiential content and increase engagement time.

"Almost half (49.3%) of marketers in North America believe that predictive analytics and modeling is an important technology for extracting value from consumer data."

Table of Contents

The Obstacles

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The Opportunities

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17 charts are included in the full report:

Digital Marketing Trends in Canada: Three Obstacles and Three Opportunities for 2017

Most Important Technologies for Achieving Value from Future Data Use According to Marketing/Media Executives in North America, Aug 2016 (% of respondents)

The Obstacles

Senior Marketers Worldwide Who Use Attribution to Measure Marketing Effectiveness, March 2016 (% of respondents)

Consumer-Related Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)

Most Significant Marketing Data Management Goals vs. Challenges According to Senior-Level Marketers Worldwide, April 2016 (% of respondents)

Cleaning Up Digital Display

Digital Ad Spending Share in Canada, by Format, 2014-2020 (% of total)

Ad Blocking Users in Canada, by Device, March 2016 (% of respondents)

Usage and Awareness of Ad Blocking Among Internet Users in Canada, March 2016 (% of respondents)

Reorganizing Marketing Around Digital

Digital* vs. Total Media** Ad Spending in Canada, 2015-2020 (billions of C$ and % of total)

Strategic Priorities According to CEOs in Canada, April 2016 (% of respondents)

The Opportunities

New/Emerging Technologies with the Most Potential to Affect the Customer Experience According to Senior Marketers Worldwide, April 2016 (% of respondents)

Ways in Which Their Company Uses Data and Analytics According to CEOs in Canada, April 2016 (% of respondents)

Most Important Technologies for Achieving Value from Future Data Use According to Marketing/Media Executives in North America, Aug 2016 (% of respondents)

Level of Confidence that Their Current Marketing Technologies Can Support Optimal Use of Audience Data According to Marketing/Media Executives in North America, Aug 2016 (% of respondents)

Location-Based Marketing Topics that Will Be of Interest to Marketing Executives in Canada in 2016 (% of respondents)

Brand Publishing

Digital Marketing Activities that Will Be Most Important in 2016 According to Marketers in Canada (% of respondents)

Top 10 Brands in Canada, Ranked by Video Views, Q3 2016 (millions)

AR and VR: Making the Medium the Message

Virtual Reality Device Shipments Worldwide, by Buyer Type, 2016-2020 (millions)