5 global trends workshop

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Digital Trends for 2012

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DIGITAL MEDIA PITCHDIGITAL MEDIA PITCH5 TRENDS WorkshopKevin Lourens & Savannah Wally

Twitter: @nativeimc.native.co.za

WORKSHOP FOCUSWORKSHOP FOCUS

Trend 1: Media focusTrend 2: Digital skillsTrend 3: Impact of MobileTrend 4: Online Listening Trend 5: Measurement & ROI

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WORKSHOP STRUCTUREWORKSHOP STRUCTURE

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» SMS » Register

– imc.native.co.za

» Question» Your answer» Customised “infographic”» Take out

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TREND 1

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SHIFTING MEDIA FOCUS

SHIFTING MEDIA FOCUS

imc.native.co.za

WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011? WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011?

1. Paid traditional media2. Paid digital media3. Earned/ Owned media

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INCREASED MEDIA SPEND (2012 vs. 2011)

GLOBAL TRENDSGLOBAL TRENDS

*

* Fastest Growing

Source “Society of Digital Agencies Report 2012”

WHY THE SHIFT? WHY THE SHIFT?

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» Reach and rapid deployment» Measurable» Drive “Call to Action” and clicks» Relevance and targeting

KEY TAKEOUT KEY TAKEOUT

Media budgets indicate a significant shift from traditional to digital advertising, with a biggest focus on earned/owned content

Focus on building owned platforms to foster long term engagement and interaction with prospects

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TREND 2

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FOCUS ON SKILLS

FOCUS ON SKILLS

WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?

WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?

1. Measurement & analytics2. Content development 3. Mobile

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SKILLS PRIORITISATION(2012 vs. 2011)

Source “Society of Digital Agencies Report 2012”

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TAKE OUTSTAKE OUTS

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» Owned/Earned Media depends quality content – there is a demand for people who can create that content

» Mobile access is overtaking desktop internet access, therefore mobile skills are in high demand. Think “Mobile first”

» More data from more platforms means better analytics skills are required

TACKLING THE SKILLS SHORTAGETACKLING THE SKILLS SHORTAGE

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» Invest in training staff – marketers need to become digital

» Support industry initiatives to grow the overall skill base» Create working environments that will attract the best

digital talent

TREND 3

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MOBILE MARKETING

MOBILE MARKETING

WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?

1. Purchase intent 2. Brand awareness3. Brand favorability

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MOBILE MARKETING OBJECTIVES (2012 vs. 2011)

GLOBAL TRENDSGLOBAL TRENDSSource “Insight Express 2011”

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KEY TAKE OUTS KEY TAKE OUTS

Mobile devices are the #1 Media Channel in South AfricaMost people are comfortable mobile adsMost mobile campaigns are currently focusing on brand awareness

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TREND 4

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LISTENING ON SOCIAL MEDIALISTENING ON SOCIAL MEDIA

WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS?

WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS? 1. Very little 2. We are using a few ad-hoc tools 3. We are reporting regularly to management

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LISTENING TO ONLINE CONVERSATIONS ABOUT YOUR BRAND/S?

GLOBAL TRENDSGLOBAL TRENDSSource “Alterian Eight Annual Survey 2011”

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» 50% of companies say their social media efforts are serious but not a core function;16 percent reward customers whose ideas they use;

» Only 16% claim that their companies’ listening and engagement initiatives are integrated with sales, marketing, and customer service;

» 64% incorporate customer feedback into products or services» 76% distribute customer feedback internally;» 31% are enhancing sales by offering incentive programs for

customers who engage online, including deals and discounts; and

» 70% percent of business-to-business executives use social media in decision-making processes.

KEY TAKE OUTKEY TAKE OUT

In social media listening is key, but a lot of marketers are still not listening effectively.

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TREND 5

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ROI & MEASUREMENT

ROI & MEASUREMENT

WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?

1. Traditional Media 2. Social Media 3. Search

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WHICH MEDIA PROVIDES MOST MEASURABLE ROI?

Source “ DMMA 2011”

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IMPRESSIONS

TRADITIONAL MEDIA

BOUGHT

EARNED

OWNED

MANAGED

OPTIMISATION

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IMPRESSIONS LANDING PAGES CONVERSIONSBOND

FULL MEDIA INTEGRATION MODEL

BOUGHT

EARNED

OWNED

MANAGED

OPTIMISATION OPTIMISATION

MARKETING HAS EVOLVED OVER THE PAST SEVERAL YEARS FROM A PRIMARILY CREATIVE DISCIPLINE TO A

HIGHLY ANALYTICAL, MEASURABLE AREA & SIGNIFICANT REVENUE GENERATOR.

THE PRESSURE ON MARKETER’S TO TRACK & MEASURE CAMPAIGNS IS EVER-INCREASING.

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KEY TAKE OUTKEY TAKE OUT

Search & Social are the most measureableIncreased focus on campaign ROIROI clarity will come from full media integration

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DIGITAL MEDIA PITCHDIGITAL MEDIA PITCHTHANK YOU

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