Emerce Engage - 8 trends in marketing - Tns nipo presentatie 2015

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8 trends in marketing

3.14X AXIS6.65BASE MARGIN5.95TOP MARGIN4.52CHART TOP11.90LEFT MARGIN11.90RIGHT MARGIN

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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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Business

Emerce Engage - 8 trends in marketing - Tns nipo presentatie 2015