View
219
Download
0
Category
Preview:
Citation preview
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 1/14
Top 11 Digital PreDictions
for 2011
Mwd Bw’ Gb Futu Gu dtfth httt dgt td f th w y
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 2/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Th tt w tu t t t tw-t md f th ub
Wb d m-wd gd ( twk k Fbk, D,
p. d Wb t tht y b by mmb vt gu).
at ‘gd’ u bu thy w mkt t t
d mfy um tt. Hwv, bd w gy d t
dv d td mut gd, ft budg dfft t f
f tfm, uh Fbk d th ph, t u thy wh
th mkt wt t ut thm.
Wh ddg wht t t whh gd, bd mut dd whth
t hv tgtd dt ttgy. shud th b dfft ff
Twtt Fbk th th bd Wb t? Dt th mmdy f
Twtt d th tuty f tt Fbk, th Wb — bd
Wb t d th g Wb t — t vt f m -dth
bd ut.
Dt th gwth f th gd, t vy w ph k
Fbk, d wth bd uh BlackBerry opposing this world view, t’
t y t yt wt th f th Wb.
W dt tht bd w tugg th ht tm, but x d
h w gduy h mkt u th f th uzz tgth.
Mwd Bw d Dym lg dutg v m h t
th d vu f d f g, d hw th wk bt gd
d mg d bd t. Th g w gduy h bd m
fdty mg th vu gd f th Wb.
1BranDs will juggle their
Presence in the
stt
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 3/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Dt f ud du f fmt, hg w
tu t gw tgy 2011 thk t t umthd v d
ffy. My ut w fw th Us d ch th thut
utk f tv buyg v k Gu. Fud by th v f
bg, th m th 500 f th t ch. Th fv f
hg ch h gv t my th -mm md:
tghtfwd tt, v ut, Duth ut (www.360buy.
com) d tv buyg but bd, d “Tu Gu.” F w,
th kg f th ch -mm t Taobao, whh dtd t
gt $90 b tt vu xt y (m th amz).
Wh th ch v bg, ddd ttt th tv dth f
uy t tdt bk-d-mt t, y m t.
i th UK, mb w b tuy u, wh id, u f
tv tkt uhg tht h um by g quu t tt
xtd t gw.
o mg dwbk f hg tht um ’t tuh
f dut. i 2011 w xt bd t u vtv w thg
udg ugmtd ty t h bdg th “tgbty g” d k th
hg fh d xtg. Th virtual ftting room rom Fashionista
gt xm f t t whh t md
mt tht Wb u tt t jy wdw hg wth fd.
2evolution of
o hgas augmenteD reality
technologies BriDge
intangiBility gaP
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 4/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Mkt w gy ttmt t dv bdg mg wth th d
tf ug xdb fmt d ttv ftu, whh ft t
t f th x f mt md g. i wth th
bjtv, dy fmt tty tfmg d my w fmt
mgg. H fw w thk ky t th m wdy
2011:
Double teaming. Md fdg t wy t mb
mut fmt th m g. Bkgud w d h
th mt f gu b wth th m k d f. Th mbt
b ttv, uh th Tipp-ex hunter shoots the bear ad wh
th vd tt wth th dy d th g.
Slide-up ormats u m but tgug mgy t tu ttt. o
th vw v th d t th xd t vy fu-g d tht
ud vd.
Social titbits. Mkt kg t tgt b wth th md
mg gy tg tt f v tvty, uh
th Twtt fd. amg th dy dt, Gg ty md
tht 75 percent o all ads will be social in nature by 2015 .
3o dyexPloDes out of its Box
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 5/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
V tt g dd -t-hv, but m fquty
bmg ky u t f y w mmut d. if dvt
d’t bv th d w ‘tv’, thy ky t b dvd th
ft . at Mwd Bw th utg m v-tt h,
t jut wth fhd fm vd, but dug y-tg tv d
dvmt.
V g gy mtt mt f dgt mg
g. o wy tht h th vd t g v t
mt thm v vmt. Our new YouTube research hw tht
d mt gt ‘f’ mt v bu v d
bv th d vw.
p bftg fm m dy vb v mumt,
whh m thy tk g -tm, d mk md
djutmt dgy. i 2011, httd w v uh Kt
Vd w b ud m ft, wg mkt t tk g f bth
v d d vd -tm d mk md djutmt dgy.
Hwv, wh hgh tff vum d btt mumt t
mkg f , th tv hg ud gt v hd h w
v ht th b f um xtt. advt my d t b
m dttv th v f thy wt t b 2011’ “od s” u ty.
4V Vdno longer an afterthought
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 6/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
o vd dvtg d t gwg d xtd t gw futh.
sm ft dtg gb gwth f v 50 t th
mg y, t t tvy w d mgg mdum m
dvg Wb mkt. i th Us, Mkt dtg tht vd
d dg w jum fm $1.5 b 2010 t $2.1 b 2011.
Gwth ty bg dv by bd bmg mt hw thy u
vd d wth dy. Gwth ky t b dv by v m
mb vd umt, v mth d tbt dv. Hgh-quty
mb vd vwg vmt, uh th TeD pd , ud bm
vy db vd dvtg t.
ph th mt ttg dvmt 2011 w b th ut f Gg’
TuVw dvtg fmt, whh ut u t d w thm t
k d thy d’t fd vt. if thy ufu fdg fmt tht
bth u d dvt (wh y y f vwd d) t, th my
fy b YuTub t tk fu dvtg f th hug vwg fgu, d
mk d t Huu’ gft d vd dvtg vu.
Recent research rom Dynamic Logic h md md-f-Wb vd
tt t ud TV d d fud tht md-f-Wb vd btt
f u, wh ud TV d wkd w gtg w
f bd. W h th w d t m dd d but
vd tv 2011.
5more “maDe for weB”
o dycontent
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 7/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Mkt w tk dvtg f th mvd fm bt f
mb dv tht m m , m f th tm, d w
f btt mb d x.
Th w b tg dmd f th hgh-d h — iDc
dt th mth mkt w gw by 24.5 t dug 2011. nk
m th umb mth vd, but th symb tg
ytm fg db mtt fm add. a, wth t
tud fud vt, -xuvty wth , d
t utm b, w u g g riM’ BkBy.
Mbty w b futh d by dv uh -d d tbt.
Th pd dt t h dy ud th ph t t uh 2007
d xtd t h 11 m 2011. Th x f th mkt
wth th tbt, udg th smug Gxy Tb, BkBy pybk
d th tbt w h xd th mkt, y f bu u. at
w t, -d k th Kd w m u.
Mb dvtg budgt w gfty v 2010 d th bd
mt hvd fm mb w tu t utfm thugh 2011.
6more
MbeyeBalls
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 8/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
G-t v hv dy xdd fm t y, thk t th
gwg umb f um v. Tdy, g-t but ‘hkg ’,
but 2011 w vd m wdg x th u h hkd
. W xt t m dtd d dym fmt th jut t
d t f wh h hkd . it m ky tht th w b
gft dvmt “hk-ut” ftu (.g. uggtd tvt/vu
f wh t g xt).
W xt t gwth hk- wd. Th w gfty
th z f th d d dut vb t um. a uh
Shopkick utmty wd t/mt u tg t.
shkk dy v t k BtBuy, My’, d am eg
outftt.
Th v f Facebook Places w b hfu f bd, f xm t
dtfy whth thy hud hv gt t dfft t.
M bd w u t ftu .g. tg th v
bd t Fxt d; mmut tfm .g. MTV’s Get
yourself tested campaign on oursquare; th ky t d v Facebook’s
D t d t wth yty d dt — Tasti D-Lite w
f th ft bd t d th v fuqu.
7BranDs finD their Places with
G-t
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 9/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
cum w td vy f v. lk wth md f,
h hty d bhv gmtt w gt h v
f u d t h th fmt wth h g vd.
athugh Gg’ s sh h’t y tk ff 2010, Bg’ ty
ud Fbk t-u mght hv gt mt 2011. Th ud
d t m Twtt d f th Bg Gg th futu. evtuy,
bd wth tg md mg my tt t th bft f th
fdg thugh t mvd h tdg.
Mb h w mk futh g dv tk fu dvtg f th
udtd bdth f fmt vb d um th
bft f hg v t uh Gg M. Th mtt f
mt th ggh h ut mthg tht t d
m bd k t t g mt fm.
Mb ff tut f m t dg vy h, vt
h tf tht umvt th h gt. Orange Wednesdays
t m tg xm.
smt thg uh tu-bd h (Google Goggles), v
h (t f th add api) d bd g w gy
k mb ff x wth fmt u.
sh ut w bm m vuy mtfu d v m m t
dy. a xm f th vut Bg’ “m f” -v vw.
Gg’ ty uhd “itt” ut w th v umb
f m vd, tuy f bg bd.
8sh:increasing Personal, moBile
anD imPactful.
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 10/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Th t launches o Sony’s Move and Microsot’s Kinect hv vdd
w f f f pystt d Xbx , d w dv futh
vt gm dg dug 2011.
Mwh, u gmg, dv tgy by th bt f a’ ph
d pd tuh, ky t gw futh th gm tu t fd th
-kg hbt, d dv tk fu dvtg f th g pd
tf.
s gm m vy u, ftd th ft tht th gt
gmg my, Zynga now has a greater stock market value than
Electronic Arts. Gwth th u f gm ky, umg w tt
bud th u f FmV d Mf W.
ou y tht th bty f dvdu gm ft
u. aft th t fuy f xtmt ud twtg tg
gm udt, th quky bm d. U gm tgt
f t b b, thy my tt t v th bty f
tvt wh t’ m mgfu.
rh fm Dym lg h vd tht bd bft fm
-gm bdg wh t’ t b vt, d w dt th t b
gwth 2011. W h t m bdd gm wth
u, uh th Reckitt Benckiser poweRBrands app on Facebook ,
whh w tt my t udtd th rktt Bk
h t mktg.
9Gmgon the move
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 11/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
W kw vt tgt w dght um, a recent
Firey Millward Brown study h vd tht kg f
bd md t b m vt t th d. Fbk, wh
d th tm “ gh” t t dv v m u f t, uh
integration with Amazon d th t tht w gt utmzt d
v. oth bd fwg ut. Apple’s Ping bud
twkg y ud yu Tu ut. Th muh-ttd
tfm fm Gg w fw hty m fm th.
p w b vvd th bggt twk (Fbk) bu th
, but gy thy w b m ggd th h twk
tht t th tu tt. Dym lg’ adrt tudy
h hw tht um tu t fd utty hvg mut, t
dtt (.g. Fbk, lkd i d Twtt). W thk 2011 w d u
bg th y f m h tt tvty-bd twk, my f
whh t tk dvtg f th Fbk gh but gg u
dffty (.g. fuqu, ruK).
Fbk vd xt tgtg tut f bd bu f t
but, t y b fftv, httd gthm dd t mk
f th mx th btw . Wthut vy httd
gthm tht tgt tt fftvy, t’ b tht th t t f
th gh ud v tf.
10s ghwill make targeting
more relevant
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 12/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Mkt w mk g th dvmt f ty
fmwk um gy mwd t k ud th
hd. Thy w vd guty mu t tt vy by
bg u t mg th w f d by bg but th dt
md. exm f th mu ud a sel-regulatory program tht
h b uhd by th dvtg duty th Us wh vy
d hv whh w u t v f ttg. Dt
th fft, btt tu btw gut d th duty but th
f fmt tht fm th budg bk f dtty.
Tut w bm qutfb mu um mv t g f
dt u. Mgg u dtt d th hg f th m wth vd
mm t w bm vb bu md. s md,
t, h g d tmmut m w btt t b th
tutd uh tfm f “td vywh” um.
11the Battle for
o vywill intensify
8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
http://slidepdf.com/reader/full/top-11-tendencias-digitales-para-2011-millward-brown-dynamic-logic 13/14
11 For 2011: Top 11 Di GiTal preDicTi ons For 2011
Mwd Bw’ Futu Gu gb kwdg-hg fum f
Mwd Bw d Dym lg tff, whh fu th dgt td
tht w hv gft mt th xt th y.
s thk t th fwg f th tbut t th dumt:
chth B
Bhmk chd
lut Dumuh
Tm ewg
cht Gdm
Mk Hg
Ju Mu Hdz
Mqut Humhy
ax Jh
ady l
abut MwdBw’ Futu
Gu
ch M
rjth n
Jf oku
Gg ph
Mh pzdk
a r
F rmz
Du suthgt
sh stv
c Wg
Recommended