I have covered Mary Meeker’s Internet Trends charts for a couple of years, starting in 2010 when she talked about the commercial impact of the developing world getting on the internet. Mary claimed that Mobile accessibility was driving rapid changes in the way we advertise, sell and innovate.
In 2011, Mary updated her views on the above but also covered Content Marketing. She talked about how the value of undifferentiated content is approaching $0. She also showed that Google revenue alone is about to surpass all US Newspapers combined revenue. The takeaway: as content becomes a commodity, the value is moving from those who create content to those who curate and aggregate it.
In 2012, Mary talked about the rapid adoption of tablets, the increase of mobile commerce and the massive shift in the advertising market with the prevalence of web visits from mobile devices.
I have also covered what I think is one of the one chart every marketer must understand showing the massive and rapid disruption of the traditional advertising industry as represented by the decline in newspaper ad revenue in just the last 10 years.
But now Mary is back at it again with 117 internet trends charts covering the digital age we now live in. She also covers world economic conditions and the state of technology and innovation.
Chart 1. $20 Billion Dollar Opportunity in Mobile Advertising. Print advertising still has a long way to fall and the upside opportunity in internet advertising is vanishing.
Key Consideration: Does your marketing mix spend an appropriate amount of money in the channels where your audience spends their time?
Key Consideration: change is happening fast. Is your organization focused on the mobile market? And is it ready for the next evolution.
Chart 3. Content Explosion: the amount of information created has grown 9x in the last 5 years to 2 zettabytes or 2 trillion gigabytes. And the growth is accelerating.
Key Consideration: Have you conducted a content audit? How much of your content is effective vs. completely wasted? Most organizations that go through content audits are shocked at the % of their content that never gets used.
Chart 4: Mobile still has tremendous upside. There are more than 5 Billion mobile phones on the planet but less than a third are smart phones: suggests 3-4X growth in mobile internet use.
Key Considerations: Is the content you produce mobile-friendly? Is your website designed for the mobile experience? Is your workforce mobile-enabled?
Chart 5: Technology Disruption. Patterns of disruption generally occur every 10 years. We are still early on the mobile/tablet revolution but “wearable technology” and the “internet of things” is already upon us (2014+).
Key Consideration: Agile marketing processes and plans will become the norm. We are approaching a time of living in what have some have called “perpetual beta” where planning cycles are short, information is incomplete and with constant trial and error.
Chart 6. Global Economic Indicators suggest a massive increase in China, India as US and Europe continue to decline as a % of global GDP.
Key Consideration: there will be tremendous business impact from the economic growth in China, India and other countries like Brazil and Russia. Is your organization ready?
Chart 7. Pieces of mail and profitability of US Postal service peaked in 2006. Plummeting ever since due to rise of email and decline of direct mail open rates.
Key Consideration: How “traditional” is your organization’s mindset? Use this chart and the one of the newspaper industry to show how quickly the mighty can fall.
Chart 8. The increasing importance of Technology on large corporations. CEOs now place technology as the #2 largest concern after market conditions. This is rising rapidly and has supplanted long-standing issues of People skills and Macroeconomic concerns
Key Consideration: Like content, technology and innovation will become key differentiators for all kinds of business. How does your business approach the search for competitive advantage through new technology?
Slide 9: Disruption. Traditional markets are being disrupted all over the place. From Kickstarter in finance to AirBnB in travel to Uber in transportation to Spotify and Pandora in music to Netflix in video. JD.com and MakerBot in Logistics and Manufacturing.
Key Consideration: Who is out there trying to disrupt your business? If you could start over, what would you change about your business model?
Here is a link and embed of all 117 slides of Mary’s Internet Trends 2013.
Let me know what you think in the comments below.