2009 Megatrends: A Client PerspectiveBreakfast for the Brain

March 6, 2009

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Contents

• Demographic & Lifestyle Prognostications

• Marketing Megatrends in the US & Globally

• Pulse of the Advertiser

• Advertiser Feedback

• 21st Century Media Challenges

Demographic & Lifestyle Prognostications from 2007

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2007 Prognostications

• Dual-Class Mass Consumption

• Personalized per Capita Consumption

• Role Blurring for Self Sufficiency

• Time-Place Universality

• Dominance of Wants over Needs

• Pluralistic Special Markets

• One-Stop Hassle-Free Shopping

MarketingMegatrends

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Megatrends1) Online advertising evolution: progressing from the first 3 eras into search (1/3 cost per order vs. banners) and social.

+

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Megatrends2) Google Open Social: building bridges with a common API for social applications across multiple websites.

# 4

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Megatrends3) Handphone: becoming Swiss-army knife of communication and marketing via NFC (near-field communication) enabling geometric expansion of communication and commerce.

# 1

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Megatrends4) Crowdsourcing: using your consumers and prospects to design products, enhance value propositions and service suggestions.

How the power of the crowd is driving the future of business.

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Megatrends5) Widgetization: turns your logo into a brand portal in front of your customer at work, home or even the ubiquitous handphone.

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Megatrends6) Out-of-Home (OOH): old medium with a major facelift.

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Megatrends7) Islamic Brands: the new affluent; Sharia-compliant business; the Burj Dubai as tallest building in the world.

Pulse of the Advertiser

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Pulse of the Advertiser

0

10

20Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are newspapers & magazines in your marketing now?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

0%

20%

40%Percent of Responses

1 2 3 4 5

1=not; 5=extremely

How important will be traditional newspapers and magazines for the next 5 years?

3%24%

0

10

20Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are newspapers & magazines in your marketing now?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

0

10

20Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are online newspapers & websites in your marketing now?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

0

10

20Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are online newspapers & websites in your marketing now?

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important will be online newspapers & magazine web sites for the next 5 years?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are blogs, vlogs & viral videos in your marketing now?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are blogs, vlogs & viral videos in your marketing now?

0

20

40Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important w ill be blogs, vlogs & viral videos for the next five years?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

05

1015

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are emailed newsletters in your marketing now?

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important will emailed newsletters be in the next 5 years?

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are RSS feeds in your marketing programs now?

05

101520

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important will RSS feeds be in the next 5 years?

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are podcasts in your marketing now?

05

10152025

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important will podcasts in the next 5 years?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important are mobile marketing/videos in your marketing now?

05

101520

Percent of answers

1 2 3 4 5

1=not; 5=extremely

How important will mobile marketing/videos be in the next 5 years?

0102030

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important is social networking in your marketing now?

0102030

Percent of

1 2 3 4 5

1=not; 5=extremely

How important will social networking be in your marketing in the next 5 years?

0

10

20Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important is word-of-mouth marketing in your marketing now?

0102030

Percent of responses

1 2 3 4 5

1=not; 5=very

How important will word-of-mouth marketing be in the next 5 years?

Source: Bridge Global Strategies New Media Survey

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Pulse of the Advertiser

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10

20

1 2 3 4 5

How important are broadcast media (tv & radio) in your marketing now?

1=not; 5=extremely

Percent of responses

0

10

20

30

Percent of responses

1 2 3 4 5

1=not; 5=extremely

How important will broadcast media be in the next 5 years?

Series2

Series1

Source: Bridge Global Strategies New Media Survey

Advertiser Feedback

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Advertiser FeedbackAre you more likely to use new media technologies in your marketing programs than traditional media during the next five years?

traditional

new

equal mix

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Advertiser FeedbackDo you see "citizen journalism" such as blogging, and the viral technology online which enables people to share opinions easily and quickly with many others, to be:

marketing opportunity

marketing threat & opportunity both

too soon to tell

no response

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Advertiser FeedbackNewsrooms across the country are laying off large numbers of people and losing financial viability due to their failure to find profitable new business models online. This is:

darkfuture

a transition

not a bad thing

other

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Advertiser FeedbackCommentary from CMOs, agency executives and consultants:

• Technology cannot replace human intelligence, insight and analysis. I am not keen at all on untrained people bringing me my news.

• Journalists are here to stay. They are important to our social & comm fabric. Finding new business models is key to sustainability of print.

• We don't use these communication channels now, but may experiment with buzz marketing approaches for a research project later this year.

• Could it all be "fad" that will fade when its "uniqueness" has worn off?

• There will probably be new technologies in 5 years we can't dream of now.

• My firm works in the B2B space. At this time, we've seen very little evidence that Blogging is a successful marketing tool.

21st Century Media Challenges

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21st Century ChallengesMuch of the media environment has changed in the last 20 years:

Changes

• Marketplace diversity

• Fragmented media

• Form factor explosion

• Information

• ROI

• Message Overload

Impact on Media

• Less monopolies; many players

• Segmentation

• 24/7 anywhere & anyplace

• Tracking & MIS

• Media optimization

• Pressure on creativity:

– ad

– medium