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Digital Trend #1
CONVERGENCE OF THECMO & CTO
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Remember the old school IT guy?
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And the marketing department that focused on
big ideas?
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Those days are gone. Responsibilities have gotten
a little muddy.
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By 2017, the CMO will spend more on IT than
CTOs will. *Laura McLellan, Gartner
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IT Spending
DYNAMIT :: Must Know Trends for 2013
Marketing is increasingly relying on technology to accomplish its goals as high-tech marketing
grabs a larger portion of the marketing budget.
Sources: Gartner, Blue Kai Infographic
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Marketers depend on data for just 11% of allcustomer-related decisions *CEB
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Sources: VSS, Mary Meeker (KPCB),
comScore, Alexa, Flurry Analytics
Ad Spend Per Media Time Spent Per Media
TV
43%
40%
Print
29%
6%
Web
16%22%
Radio
11%9%
Mobile
1%
23%
2011 U.S. Ad Spend vs. Customer Time Spent
DYNAMIT :: Digital Opportunities in 2013
Ad Spend
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In the future, we believe that a modern CIO-CMOpartnership will shape the success of the enterprise*Forrester
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The technology and marketing functions need to extendbeyond alignment and start to function like a single teamfocused on the customer. *Forrester
Steps to bridging the gap between IT and Marketing
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The technology and marketing functions need to extendbeyond alignment and start to function like a single teamfocused on the customer. *Forrester
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Start hiring data gurus and statisticians
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Tackle Digital Governance.
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IT: Tackle Projects in Smaller Chunks
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Digital Trend #2
MOBILITY
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Opportunity 1
MOBILITY
Worldwide smartphone shipments continue to soar, with
a 42% year-over-year growth in 2012*IDC
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Opportunity 1
MOBILITY
Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of allcomputers shipped will be a tablet.*Gartner
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Opportunity 1
MOBILITY
In 2013, mobile phones will overtake PCs as the
most common Web access device worldwide.*Gartner
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Were now accessing the web from many devices
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2011 U.S. Ad Spend vs. Customer Time Spent
DYNAMIT :: Digital Opportunities in 2013
Sources: VisionMobile MobileMegatrends 2012
Smartphone Penetration
And progressing from a Lean Forward mode...
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to a Lean Back mindset.
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2011 U.S. Ad Spend vs. Customer Time Spent
DYNAMIT :: Digital Opportunities in 2013
Sources: VisionMobile MobileMegatrends 2012
Smartphone Penetration
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Important Mobile Considerations for 2013
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The Future Isnt About Mobile; Its About Mobility- David Armano
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Put Strategy before Mobile Tactics
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Think in terms of CONTEXT.
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And stop saying, Mobile users wont do that!
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MOBILITY=INFORMATION,CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screensizes and devices.
Digital Trend #3
QUANTIFIED SELF
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Sensors are everywhere
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
70% of American Adults are Self-Trackers*Pew Internet
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
Responsive Web Design is here, but weve still got
a long way to go.
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Opportunity 1
MOBILITY
How will this impact business?
Source: Innovation-Alliance.net
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Opportunity 1
MOBILITY
Open APIs will present many opportunities
Source: Innovation-Alliance.net
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Opportunity 1
MOBILITY
\\
Are you targeting self-trackers?
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MOBILITY=INFORMATION,CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screensizes and devices.
Digital Trend #4
FRAGMENTATION
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The true power of social media lies beneath the surface.
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Opportunity 1
MOBILITY
Were experiencing a ripple effect as conversations
progress to many niche communities
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Opportunity 1
MOBILITYAnd users move to more personal and relevantcommunities
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IT: Tackle Projects in Smaller Chunks
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IT: Tackle Projects in Smaller Chunks
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IT: Tackle Projects in Smaller Chunks
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Opportunity 1
MOBILITY
Internal Social Platforms (like Jive) are changing the way
organizations work.
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Lowes realized $1Million in additional revenue from a new way of selling paint thatcame from an employees idea that was shared and vetted through an internalsocial collaboration system. *Forbes
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Its very important that you develop a comprehensivestrategy...
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Focused on niche communities and niche content.
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Give social a chance to touch every aspect of your business.
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Use new CRM tools to help monitor and measureconversations.
*Image source: SalesForce
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MOBILITY=INFORMATION,CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screensizes and devices.
Digital Trend #5
LOCATION
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91% of National Brands plan on maintaining or increasing budgeton local marketing. *Balihoo Research
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"Mobile advertising, it grew from an almost insignificant category to a nowmeaningful category in under two years - David Silverman PWC
US Mobile Ad Spending Projections:
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By 2015, companies that focus on integrated processes for localmarketing enablement will increase revenue by 15-20%.- Gartner, 2012
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By 2015, companies that focus on integrated processes for localmarketing enablement will increase revenue by 15-20%.- Gartner, 2012
Location is the New Context
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Google relies heavily on location
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Apps like Waze are finding new ways to target consumers.
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Geofencing presents huge targeting opportunities.
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We decided that rather than try to create behavior, we would take the behaviorthat was already there and just help people do it more easily,- CMO, Dewayne Chambers
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Passbook creates an easy way to integrate loyalty programswith localization capabilities.
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Location isnt just about offering a deal when a customer is near a retailoutlet. Its about understanding the tapestry of data that customers createover time. Fail to listen (and respond) at your own peril.- John Battelle, battellemedia.com
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