trends in the digital media landscape

Trends in the Digital Media Landscape

August 2014

Trends in the Digital Media Landscape 2014

AUSTRALIAN ONLINE LANDSCAPE.

* HH:MM during June 2014 / Source: Nielsen


* HH:MM during June 2014 / Source: Nielsen



Source: Nielsen, June 2014

53% of total average daily unique browsers

are not from desktop



HOW AUSTRALIANS USE SOCIAL.

Source: Yellow, May 2014


Source: Yellow, May 2014

HOW AUSTRALIANS USE SOCIAL.


MOBILE & TABLET USE PEAKS LATER IN THE DAY - HIGH LIKELIHOOD OF A SOCIAL ENVIRONMENT.

DEVICE DICTATES TIMING.

Source: Google

Trends in the Digital Media Landscape 2014Source: Google

MOBILE DATA USE.

Source: Cisco, February 2014

MOBILE WILL SEE AN 11-FOLD INCREASE IN TRAFFIC BY 2018.


MOBILE DATA USE.


NUMBER OF CONNECTED DEVICES WILL OUTSTRIP GLOBAL POPULATION BY 2016.


MOBILE DATA USE.


DATA GROWTH WILL BE DRIVEN BY MOBILE VIDEO - 70% OF ALL TRAFFIC BY 2018.


TRUST IN ADVERTISING.

Source: Nielsen, September 2013


CONTENT MARKETING.

Source: AdRants


SHIFT FROM PAID TO OWNED.

Source: PwC-Australian Marketing Institute (AMI), July 2014


PAID vs OWNED.‘Advertising’-driven marketing

Promotional sales copy Interruptive / not well targeted

Strong push to purchase Value to audience = awareness

Content marketing Entertaining / relevant content Non-interruptive / targeted Subtle push to purchase Value to audience = entertainment


SPEAK TO MANY

to REACH THE FEW

YOU

HOW PAID MEDIA WORKS.


SPEAK TO THE FEW

to REACH THE MANY

YOU

HOW OWNED MEDIA WORKS.


INCREASING SPEND ON DATA.

Source: PwC-Australian Marketing Institute (AMI), July 2014


DIRECTOR OF CONTENT.The Top New Marketing Job Recruited and Hired in 2014 will be “Director of Content” Source: forbes.com

The Director Of Content will:

• Develop an effective content strategy.

• Know how to research the landscape around the brand.

• Monitor industry and customer trends and sentiment.

• Tap into the conversations of the audiences you want to reach.

• Content creation based on insights gleaned from your research.

• Develop a team with excellent visual content skills.

• Know how to distribute content using owned, earned and paid channels.

• Understand the technology so that you can choose the right tools and platforms.

• Monitor trends, manage content and interactions and measure results.

• Report results to the C-suite using easy to grasp analytics that tell a story. Source: ragan.com

http://forbes.com

http://ragan.com


ORGANIC REACH IS DECLINING.

Source: Social@Ogilvy


BUT FACEBOOK IS STILL CHEAPEST.

Source: moz.com

http://moz.com


ZERO PAID MEDIA.

Source: zeropaidmedia.com

“ The Z.E.R.O. Manifesto holds that in a perfect world, the optimal paid media budget would be zero. !“Why? Because businesses – small and large and brands would have enough customers; enough word-of-mouth; enough rabid fans and advocates; enough referrals; enough partnerships with entrepreneurs, startups and technology investments; and last but not least, enough assets to activate, amplify and monetise. !“What is an asset? Your people. Your products. Your packaging. Your clothing. Your billboards. Your trucks. Your stores. Your website. Your content. ”

http://zeropaidmedia.com


DEVICE FRAGMENTATION WILL CONTINUE TO IMPACT DESIGN.

Source: clickz.com

“ Device fragmentation, and its effect on the way consumers connect with material, will have a huge impact on marketing strategies … !“We have seen a dramatic increase in innovative technologies such as connected homes and wearable devices that are about to change the way we consume and engage with content dramatically … !“They do not support traditional input or display formats - and therefore, require a different interface to deliver their content that moves beyond websites as we know them. ”

http://clickz.com


WHO IS YOUR AUDIENCE GOING TO BE IN THE FUTURE?

Sources: You’ve Cott Mail, Winspire News, MSL Group

“ [Those] in their 20s and early 30s are on track to outnumber Baby Boomers by 22 million and become 75% of the workforce by the year 2030. !“43% of Millennials actively volunteer or are a member of a community organization, 52% have signed petitions, and 63% of Millennials already donate to charities. !“ … only 30% said they would share the fact that they had donated to the nonprofit. ”


THEN & NOW. NEXT.Desktop browser no longer the dominant way

users access the internet. !

Smartphone is the main device for accessing social media.

!Population: device ratio 1:1.

!Branded web sites and content are the most

trusted forms of advertising. !!

Broadcast advertising model (many to reach the few).

!Content part of the marketing team.

!Free to reach your fans on Facebook.

!Web design.

!!

Mobile will see an 11-fold increase in traffic by 2018. !Smartphone will be the main device for watching film & video content. !More connected devices than there are people. !Shift of expenditure from paid to owned channels, with stronger emphasis on data analysis. !Narrowcasting content distribution model (few to reach the many). !Director Of Content as a senior role. !Pay to reach your fans on Facebook. !Content design.

Stuart Buchanan, Director [email protected] wearethenest.com stuartbuchanan.com

Contact

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http://www.wearethenest.com

http://www.stuartbuchanan.com