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WELCOME TO THE NEW NORMAL Digital Matters, Singapore May 2012
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Where consumers are
constantly connected
and “always on” is their
default setting
Welcome to the new normal
INSERT "NEW NORMAL" VIDEO HERE THEN DELETE THIS TEXT BOX
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Where we will need to learn to cope with super abundance - tools, choices, apps move to one touch actions combined with the visualisation of information
Welcome to the new normal
Where we are moving towards a culture where information about most things becomes freely available
Welcome to the new normal
And where personalization via devices and apps will continue to quickly grow
Welcome to the new normal
We have to engage them in ways that capitalize on and mimic their expectations in a digital world
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Today’s consumers are different
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DIGITAL DILEMMAS
25 countries 19,271 interviews
January 2012
Digital Dilemmas: what can you give up?
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A: talk on the phone B: talk in person
DIGITAL DILEMMAS
#1 Brazil / Spain – 90%
#25 China – 55%
B
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A: talk on the phone B: text message
DIGITAL DILEMMAS
#1 A: Spain – 79%
#1 B: Indonesia – 49%
A
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A: Give up your computer B: Give up your mobile
DIGITAL DILEMMAS
#1 Canada – 80%
#25 Saudi Arabia – 49%
B
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A: Give up sex B: Give up your mobile
DIGITAL DILEMMAS
#1 Brazil – 92%
#25 Japan – 53%
B
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A: Give up social networking B: Give up TV
DIGITAL DILEMMAS
#1 UK – 77%
#25 China – 35%
A
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“I have become more reliant on my pc for entertainment needs”
DIGITAL DILEMMAS
#1 China – 61%
#25 France – 27%
40%
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“I check my friends SNS updates within an hour after waking up”
DIGITAL DILEMMAS
#1 Brazil – 29%
#25 Italy – 10%
17%
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“I share everything online”
DIGITAL DILEMMAS
#1 Hong Kong – 25%
#25 Hungary – 1%
8%
Transforming for social media
“The sun is setting on display ads, and publishers should focus instead on ads tailored for social media.”
Jonah Peretti, founder of the Huffington Post and viral content site Buzzfeed
Examine how today's media meets human needs EXPLORE YOUR
WORLD
DISCOVERY
STANDING OUT
ACQUIRING KNOWLEDGE EFFICIENCY
BELONGING TO A GROUP
GENERATING QUALITY TIME
HAVING FUN ESCAPE
Traditional and new media fuse; and our relationship boundaries have blurred
Handwriting is disappearing; words abbreviated by SMS, Tweets
Indiana, US just asks that students be able to type on keyboards Here's how stars Miley Cyrus and Justin Bieber write....
UK apps: the long tail....
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Top 100 apps ranked by reach
% u
sed
app
past
mon
th
Next 90 apps 8% to 1% reach
Top 10 apps reach 9% or more
The paperless cabin: massive media choices Singapore Airlines Airbus A380 superjumbo + Boeing 777 flights
XXXXX
Personalised social TV will be the norm
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16Social media/ viral
Online advertising
Mobile
Events
PR
CRM
Online videos
Shopper marketing
Sponsorship
Outdoor/ out of home
Magazines
Newspapers
Terrestrial TV
Social media + online advertising tops the bill in 2012
Base: All marketers (N=443)
B4. The following are various types of media channels. How would you describe their role in your marketing communications plan for 2012?
Much higher than in 2011 Higher than in 2011
Lower than in 2011 Much lower than in 2011
Much higher/ Higher role than in
2011
65% 61% 42% 47% 44% 40% 38% 28% 27% 29% 21% 22% 21%
Biometrics: now you don't need to ask....
• Heart Response • Respiration • Skin Conductance • Approach or Avoid • Boredom, Tension, Humor • Arousal & Excitement • Movement Orientation • Eye Tracking Attention & Processing
Facial interpretation
Unbranded Product Product when Branded
Neuroscience has brought new knowledge to our understanding of brands: media engagement can make the lights shine even
brighter
Global brands are demanding more Disruptive market realities are stimulating needs for
more agile processes.
CONTINOUS FEEDBACK
INTEGRATED DATA
ACTIONABLE INSIGHTS
CONTEXTUAL REPORTS
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The more people see two-way engagement and
being able to interact with people all over the
world, I think the less they want to be involved
in structured research.
Global Research Lead, Fortune 100
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The best way to predict the future, is to create it.
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