1. Top Digital Trends in Canada for 2014
Manish Puri
@manishpuri
linkedin.com/in/mpuri

2. Top Digital Trends in Canada for 2014
Canadian Digital
Commerce is (finally) taking
off
Are you ready for it?

3. Top Digital Trends in Canada for 2014
More than
half of
Canadians are
digital buyers
5%increase
expected in 2014
Digital Buyers in Canada, 2011-2017
2011 2012 2013 2014 2015 2016 2017
Digital buyers
(millions)
13.3 14.4 15.2 16.2 17.1 17.6 18.0
% change 10.1% 8.4% 5.6% 6.5% 5.4% 3.0% 2.4%
% of internet
users
56.9% 60.8% 63.1% 66.2% 68.9% 70.1% 71.0%
% of population 45.8% 49.3% 51.6% 56.9% 58.2% 59.1%
Note: ages 14+; internet users who have made at least one purchase via any digital
channel during the calendar year, including online, mobile and tablet purchases
Source: eMarketer, June 2013; confirmed and republished, Dec 2013
54.4%

4. Top Digital Trends in Canada for 2014
Digital
Advertising
constitutes more
than 25%of all
Canadian Media
spend.
Expected to grow
10%in 2014
C$3.09
C$3.38
C$3.72
C$4.05
C$4.35
C$4.64
15.4% 9.5% 10.0% 9.0% 7.5% 6.5%
2012 2013 2014 2015 2016 2017
Digital Ad Spending in Canada, 2012-2017
billions of C$ and % change
Digital ad spending % change

5. Top Digital Trends in Canada for 2014
Is Digital spend driving
Business Outcomes?
1. Do you have an E2E view of the
digital funnel?
2. Do you have principles setup
for budget prioritization?
3. Do you have alignment with
partners to avoid cost
escalation from “friendly
fire”?
Traffic Acquisition
Visitor
Behaviour
Business
Outcome

6. Top Digital Trends in Canada for 2014
72%of Mobile subscribers
have a SMARTPHONE in
Canada
1. Do you have a mobile offering?
2. Is your content adapting to
responsive site design?
3. Do you have a separate mobile
budget and associated metrics?

7. Top Digital Trends in Canada for 2014
2/3 of Canadian
Internet users are on
Social Networks
1. Is Social marketing part of
your plan?
2. What is the Objective for your
Social marketing initiatives?
3. Are Social marketing
initiatives helping achieve the
business outcome ?

8. Top Digital Trends in Canada for 2014
Questions

9. Top Digital Trends in Canada for 2014
Credits
• Content
• Emarketer
• Images
• https://www.flickr.com/people/rudypohl/
• http://gov.cbia.com/images/sized/images/state_spending/Pen-Checklist_022412-
572x368.jpg
• http://cdn.osxdaily.com/wp-content/uploads/2013/06/iphone-5-home-screen-ios-
7.jpg
• http://www.bluetrainmobile.com/blog/wp-
content/uploads/2012/05/resVSmo_lores.jpg
• http://alphalabs.cc/wp-content/uploads/2012/11/metrics-720x380.jpg
• http://www.cardswapr.com/img/iphone.png
• http://www.mediabistro.com/alltwitter/files/2011/05/twittermarketing.jpg
• http://cdn.ninjamarketing.it/wp-
content/uploads/2013/02/Measuring_SocialMedia.jpg?b9529f
• http://wallpaperscraft.com/download/flag_canada_leaves_stones_4556/800
x600
• http://danlawrie.com/blog/wp-content/uploads/2014/01/canadian-money1.jpg