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Engaging Digital to the Marketing Mix

abcm
April 02, 2012
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Engaging Digital to the Marketing Mix

15TH ABC MEDIA WORKSHOP Presentation by Mr. David Carpentar

abcm

April 02, 2012
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Transcript

  1. Digital  is  now  Mainstream   Speaking  of  a  "web  economy"

      will  soon  sound  about  as   comical  as  speaking  of  an   "electricity  economy”    
  2. 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  
  3. 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  
  4. 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’  
  5. 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  
  6. 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  
  7. 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  
  8. New  Press  Revenue  Models   •  Paywalls   •  The

     Murdoch  Way   •  Planning  transiQon  
  9. 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…  
  10. Thank  you   Dave  Carpenter   CEO  Firestar  Group  

    Chairman  AnQcs  CreaQve  Media  
  11. 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.