Engaging Digital to the Marketing Mix

15TH ABC MEDIA WORKSHOP Presentation by Mr. David Carpentar

Transcript

3. Digital  is  now  Mainstream   Speaking  of  a  "web  economy"   will  soon  sound  about  as   comical  as  speaking  of  an   "electricity  economy”    
4. The  Reality  
5. The  new  Digital  universe?   •  The  majority  of  web  users  will  live  in  emerging   markets  (within  four  years,  China  is  expected   to  be  home  to  800  million  people  using  the   internet;  that  is  more  than  the  United  States,   India,  France,  Germany  and  the  UK  taken   together)   •  About  80%  of  all  internet  users  will  access  the   web  from  a  mobile  device                          Boston  ConsulQng  
6. The  Changing  Consumer   •  From  passive  to  acQve   •  MulQple  sources  of  informaQon   •  Less  loyalty   •  MulQ-­‐tasking   •  Seeking  direct  access  to  the  content  they  want   •  Social  media  driven  
7. A  lost  generaQon?   •  Among  15-­‐25’s   •  Don’t  read  papers  much  or  at  all  unless  online   •  Falling  TV  figures   •  Moving  towards  streaming  to  avoid  ads,  control  Qming  and  content   •  Demand  instant  responses   •  Demand  content  control   •  ‘Why  should  I  go  through  48  pages  of  what  somebody  thinks  I   should  read  to  find  the  things  I  want.  On  the  Net  I  can  find  it   immediately’   •  ‘I  don’t  read  newspapers.  I  might  look  at  the  headlines  on  my  phone   but  if  anything  interesAng  happens  somebody  will  Tweet  it  or  post  it   on  Facebook’  
8. So  how  do  tradiQonal  media  adapt?     It’s  all  about  interacQvity  
10. InteracQvity        CompleQng  the  circle   •  Press-­‐  Tablet  and  mobile  apps   •  TV-­‐  Smart  TV’s  and  using  the  mobile  and   Tablet  market  for  direct  response  adverQsing   •  Outdoor  and  PoS-­‐  Direct  interacQon  at  PoS   and  with  outdoor  sites  
11. Social  Media  
12. Social  media  is  like  teenage  sex.   Everyone  wants  to  do  it.  When   they  do  they're  a  bit  disappointed,   but  they  pracQce  and  it  gets  much   be`er    LinkedIn's  EMEA  markeQng  soluQons  director,  Josh  Graff  
14. So  What  About  Social  Media?   •  Take  it  seriously   •  Either  commit  or  keep  away   •  Realise  that  you  have  to  do  it  one  day   •  Keep  it  in  house  or  get  somebody  from  your   organisaQon  to  work  in  your  agency   •  24  response  
15. New  Press  Revenue  Models   •  Paywalls   •  The  Murdoch  Way   •  Planning  transiQon  
16. So  in  a  Nutshell….   •  Adapt  to  prosper   •  Take  social  media  very  seriously   •  Explore  new  revenue  models  and  manage  the   transiQon   •  Be  relevant   •  And  most  important  of  all…  
18. Thank  you   Dave  Carpenter   CEO  Firestar  Group   Chairman  AnQcs  CreaQve  Media  
19. MulQtasking   •  Yahoo  Mobile  and  Razorfish polled  2,000  U.S.  adults  on  their  mobile  habits  and  device  preferences,  to  help   marketers  be`er  understand  consumer  behavior.   •  We  pulled  out  7  intriguing  stats  on  consumer  mulQtasking  pa`erns.   •  38%  of  respondents  say  browsing  the  web  enhances  their  TV  viewing  experience   •  70%  of  respondents  mulQtask  at  least  once  a  week;  49%  do  so  daily.15%  are  on   their  phones  for  programs’  enQre  duraQons.   •  The  top  5  programming  genres  a`racQng  mulQtaskers  are  reality,  news,  comedy,   sports  and  food.   •  94%  of  reported  mulQtaskers  engage  in  some  form  of  mobile  communicaQon   while  watching  TV,  such  as  exchanging  email,  sending  IMs,  texQng,  talking  or  social   networking.   •  60%  browse  the  mobile  web,  of  which  44%  search  for  unrelated  content  and  38%   search  for  related  content.   •  Mobile  traffic  spikes  during  halmime  shows  of  sporQng  events;  Yahoo  Sports  saw  a   305%  increase  during  the  last  Super  Bowl  halmime  show.  
21. Lynx  Augmented  Reality     h`p://www.digitalbuzzblog.com/lynx-­‐ augmented-­‐reality-­‐excite-­‐angel-­‐ambush-­‐ london-­‐victoria/