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8 trends in marketing
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8 trends, worldwideConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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#Trend 1 Constantly connectedConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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Online devices dominate the media day
Online media
Traditionalmedia
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Mobile is the glue
48% of device screen-time is Mobile
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Gradually, the whole world is going mobileMulti-Device Mobile-CentricMobile only Multi-Device PC-Centric
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We are all smartphone addicts83 sessions a day (USA)
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Think in micromoments!
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# Trend 2 Social FragmentationConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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The whole world is socially addictedSocial Media Users, Worldwide20101.8 Billion20112.0 Billion20142.4 Billion20152.7 Billion
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And the winner is
56% is on Facebook daily
73% weekly
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but for how long?
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Know where your audience is!
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# Trend 3 Screen agnosticismConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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Three devicesScreen Agnostic
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Any screen, any taskResearching & Shopping
35%54%11%
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Be device responsive!
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#Trend 4 From TV to contentConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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R I P
Are we looking at the impending death of TV?
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Daily Reach
62%
70%
2014: 78%
GlobalNL
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Actually, TV content is stronger than everGlobalBroadcastOnline
TV
YouTube
Online TV (free)
Online TV (paid)Video clips - on social network
Netflix etc
Down-loaded video
PPV online movies62%16%19%19%9%7%6%29%
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How about us?BroadcastOnline
TV
YouTube
Online TV (free)
Online TV (paid)Video clips - on social network
Netflix etc
Down-loaded video
PPV online movies70%12%20%10%8%6%3%18%
2014: 15%
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5 seconds of skip!
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44%Video
45%11%
Like everything else, mobile is beginning to dominate
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Make content flexibel
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#Trend 5 - Consolidation through appsConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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The whole world is consolidating around Apps80%Share of Screentime in Apps(USA behavioural panel)
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2.6m Apple App Store & Google play
Etc.
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Key points to make2.6M APPS available to consumers who own an apple and an android device31
64 apps on the average smartphone (USA)
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And only 12 used per day on average (USA)
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Which are dominated by Facebook and Google Apps
Source: 10 most used Apps in USA (Android only)
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Partner with the biggest playersOR be relevant!
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#Trend 6 eCommerce everywhereConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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The Netherlands is leading in eCommerceTOP 3 worldwide:Norway 69%South Korea 68%The Netherlands 64%
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Penetration is growing in across markets
Total market incidence of eCommerce (%)AccessTrustExperience Price / convenience
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Barriers to eCommerceAccessLack infrastructure or payment mechanisms
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Barriers to eCommerceTrustSecurity concerns, lack of trust
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Barriers to eCommerceExperience Prefer offline to guarantee quality
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Barriers to eCommercePrice / convenienceDeveloped, buy on or offline based on price
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But eCommerce penetration varies strongly between product groups
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35%54%11%
eCommerce anytime, everywhere
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Make it easy for shoppers!
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If youre going to get connected, get it right46
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#Trend 7 Data exchange economyConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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Adblockalypse?Hardly!
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have some concerns about brands tracking their data.
34%
43%
feel more positive than negative about it.
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Its all about relevance
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Be relevant. Not annoying
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#Trend 8 Appetite for disruptionConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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Markets always change faster than Marketing, Kotler
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Consumers are embracing change
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Be disruptive. It works
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8 trends, worldwideConstantly connectedSocial fragmentationScreen agnosticismTV to contentApp consolidationData exchange economyEcommerce everywhereAppetite for disruption
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We appen!
06 228 77 935Debby van Adrichem
06 130 53 450Judith ten Bokkel
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