2011 trends in emerging media
DESCRIPTION
Digital marketingTRANSCRIPT
*trends in emerging media
3 What’s changing?Why is it changing?
Is the change relevant?
3 People are changing.Content is changing.
Connections are changing.(and the need for integration is more important than ever)
20112001
Finding, sharing, converging
13 hours per week
North American Technographics benchmark study
40%are timeshifting tv
“Old reliable” is less reliable
contentstrategic
Steve Rubel
Content appetites have evolved
Content appetites have evolved
connectionsstrategic
which is why playing by the same category communication
rules (defined as typical advertising) is less likely to be successful.
Challenger brands have to be 3.5x more effective to achieve the same growth as a category leader.
More balance requires more integration
Earned
Owned
Paid
Earned
Paid
2009 2011
Owned
What’s the content strategy?
mobileis increasingly thefirst screen
Morgan Stanley, April 2010
“Every company should adopt a “mobile first” strategy to get ready for this era.”
The idea is to have a mobile platform, not just a service or an application
We need to design for mobile first
2010 Leo Burnett And Arc Worldwide
Mobile = Convergence
83%get more health info online than anywhere else Pew, 2010
Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text. In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).
Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text. In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).
Brand creates value through utility
Brand creates value through utility
Brand sees value and utility, then buys it.
Brand rewards people who seek out their product
Brand gets 2x more recall from iAd over TV spots
22009% 2-520%
changing the “prime time” experience
LoSoPhoMo
content considerations are mobile first
mobile first utilities3M users
mobile first social networks 2M users
mobile first games: 50M users
mobile first customer experiences @ retail
shopperthe tech-enabled
a chaotic, unpredictable evaluation process
the first moment of truth has been redefined
Moments of truth informed by trust
Moments of truth occur at home
Moments of truth on the way to the store
63%say coupon is the most valuable form of mobile marketing.
P&G offering 70 mobile coupons
Advocates are 5X more valued than loyal users
Brands have to accentuate the positive
A story—literally—on every pak!
socialmedia isn’t
people are
How personal is the conversation?
6.2% = 80%people conversations
How big is your brand’s universe?
With millions of people in the role of publisher, the challenge for brands is how you taste-make.
Who do you want doing the talking?
One way to measure the insanity
One way to measure the insanity
What should we be striving for?
More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications
Set goals. Benchmark. Set measureable objectives.
Mobile social network usage will more than double between 2010 and 2015
location location, location
advertising
Viral Video Dynamic Video
Live Streaming
Hotspotting
Mobile Video
Sliding Video HD & Fullscreen
Custom Video Video Cue Points
Green Screen
Synched VideoInteractive Video Full Screen Video
…and pay close attention to the way devices and context increase the appeal of advertising
integrationstrategic
More balance requires more integration
Earned
Owned
Paid
Earned
OwnedPaid
2009 2011
3 People are changing.Content is changing.
Connections are changing.(and the need for integration is more important than ever)