Digital Trends of 2014

1) Building Advocates out of fans

Focus will shift from gaining followers and interactions to building Advocacy amongst fans.

Brands on Facebook and Twitter will focus on co creating products and content basis user generated content hence paving the way for Repeat Trials, Loyalty and Advocacy

Smarter Metrics to monitor advocates

We will now focus on metrics beyond the CPC and CPM

Get ready for• Cost per Engaged Viewer• Cost per Loyalist • Cost of Resolving Queries • Cost per Product Mention

Royale Play – WallFashion Stencil

People interacting with the app2,72,323

Those who submitted a design5,075

Those who won free stencils800

Those who used the stencils on their wall and shared a picture400

Inducing Trials& Creating Advocates

2) Talking to Millions 1 on 1

Smartphone features (such as QR Codes & Apps) and IVR + SMS based services will help brands keep in touch with their fans one on one, with customised content.

The Foster’s SMS Campaign

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The consumer visits an outlet and buys 3 bottles of Foster’s

The consumer sends an SMS as per instructions spotted on a standee placed at the outlet

The consumer receives an activation code which helps him claim his free bottle of Foster’s

SMS

Shopkick Smart App

• Applications which serve a purpose and are personalised work best on Mobile

- It recognises a SmartPhone when it is next to a store

- Sends points to the phone each time it passes by the store

- Allows the points to be redeemed when at the store

3) Image and video centric platforms will dominate

With internet connections getting cheaper and faster, users will be more open to watching videos online.

There will be more emphasis on story telling, making communication more image centric and fun.

Instagram as a platform may hence gain further popularity.

Some traditional brands that look exciting on Instagram

4) Advertising ‘in feed’ will be more effective than ‘out of feed’

With the growth of SnapChat and Instagram, more and more advertising starts becoming part of content and context

5) Chat Apps will look to monetise and add new features• At the end of December 2013, the number of mobile internet users

in India stood at 103 million out of which 47 million were smartphone users

• 76% of all smartphone users in India use WhatsApp, who spend around 33 percent of their browsing time on this application

• Whatsapp is the undisputed leader in the smartphone chat segment

• As of December 2013, Whatsapp has 400 million active users worldwide

6) Wearable Technology will be an integral part of day to life

7) All content will be responsive

8) Multi Platform data analysis = Big Data

9) Make way for MCommerce

• Mobile money in the form of M-pesa is empowering 67.5 Million Unique Users (those in Tier2 and Tier3 cities)

• At the same QR codes and mobile extensions will help smartphone users shop more comfortably using their credit cards.

Shop on the Go

10) Google+ will make brands more discoverable on Social & Search