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Advertising Age Webcast by Patrick Moorhead and Chris Miller of Draftfcb - Novembre 2011
Citation preview
Digital is
NOT
one size fits all.
There are overarching themes & trends that can
drive efficiencies…
BUT
each country has nuances that should be addressed
when planning digital.
Digital Trends:
• Mobile is king
• Social connection drives behavior
• eShopping has arrived
• Digital giants dominate landscape
• Ad spending continues to rise
Mobile is King
In Europe, Japan and Australia it is a fast-rising star, becoming more and more sophisticated. In Developing Markets, it has become the baseline. People are skipping the PC phase and going straight into
mobile internet.
Indonesia
newmediaage – June 15th, 2011:
“Unilever plans to use mobile as a key channel for doubling the size of its business through emerging
markets.” http://www.nma.co.uk/news/unilever-turns-to-mobile-to-double-business-in-
emerging-markets/3027447.article
Social networking is growing everywhere. In certain markets, such as Indonesia and Brazil, consumers are skipping traditional communication tools, such as email, and going directly into
Facebook, Orkut and Twitter.
Social Connection Drives Online Behavior
The line between online and offline shopping and buying behavior is blurring. Where online shopping is not happening yet, it is certainly
influencing offline transactions.
MercadoLivre: Brazil’s eBay Argentina: #1 Market for Groupon
eShopping Has Arrived
Multinational sites and companies such as Google, Facebook, Twitter, and MSN, among others, trend towards the top in most countries,
offering an opportunity to maximize efficiencies.
Digital Giants Dominate the Global Landscape
Major advertisers continue to increase their media spend on different digital media, from mobile to banners, social to search.
And there is much more to come.
Digital Ad Spend On The Rise
The First Screen
MOBILE • 4.5 Billion Mobile Phone Subscriptions Globally by 2012
• Mobile Web Traffic increasing 130% each Quarter since 2010
• Mobile is not optional for consumers… or brands.
• Mobile quickly moving from “3rd screen” to 1st screen.
Global Data
How To Think About Mobile
•Bite-Sized
•Relevant
•Easy in, Easy Out
Mobile has 3 three pillars:
Bite-Sized, Relevant, Disposable
To succeed with mobile, we need less focus on technology, and more on human behavior.
The Swiss Army knife of digital.
Three Users, One Device.
Davis
Age 27
--- Social &
Communication
Brooke
Age 16
--- Social & Media
Allen
Age 52
--- Communication
& Productivity
Time Killers vs. Time Savers
When you boil things down, mobile consumers really want one of two types of experiences:
• Something to waste time with
• Something to save time with.
Every brand in the world has at least one of these two experiences to offer their target consumers.
The trick is often determining which of the two will meet the needs of both effectively.
How to think about mobile…
Time Savers
(tools) Time Killers
(Experiences)
CONSUMER DECISION JOURNEY
20
BREAK THROUGH
CLOSE SALES
DRIVE LOYALTY
CROSS-SELL
CREATE ADVOCACY
MOBILE CAN SOLVE KEY MARKETING BARRIERS
DISPLAY & SEARCH
COMPARE & PURCHASE
CRM
NEW PRODUCTS
GET SOCIAL
LOCATION
Addicted to Now.
• $100 now, or $200 next week?
• As we approach now, our decision-making becomes hyperbolically more irrational.
• We can plan long range, but when it comes to now vs. later, we’re like pigeons.
Wall Street Journal – How Future Self Impacts Saving
Me. Here. Now.
THE OPPORTUNITY THE DIGITAL LOCATION:
THE DIGITAL LOCATION:
Local Search
95% of Smartphone users
actively use local search.
(88% Take Action Within The
Same Day)
(Source: Think Mobile w/ Google)
Source: Google/Ipsos OTX Mobile Research, November 2010.
Smartphone Use While Shopping
Ever Made A Purchase Decision From Your Smartphone?
(Source: Think Mobile w/ Google)
Mobile Shopper Spectrum
Aisle Store Beyond
Aisle
In the aisle, mobile is
about connecting with
products.
• Search
• More information
• Price comparison
• Consumer reviews
• Deals and offers
Store
At the store level,
mobile is more about
where, when, and why.
• Retailer relationship
• Flexible offers
• Loyalty
• Convenience
• Badge & Status
Beyond
Beyond the store,
mobile offers unique
ways to connect and
drive visits and
curiosity.
• Alerts & CRM
• Loyalty
• Advertising
• Search
Store – How It Works
ShopAlerts –
• 52% Lift in purchase intent
• 54% lift in repeat store visits
• 50% lift in search for more
information
• 15% lift in more info search on
device
• 22% conversion to purchase
• 78% overall consumer satisfaction
with receiving offers
Your Brand
PAYMENT
Mobile Wallet
Payment Experience
Mobile Payment = Growth
Wallet Players
Near Field (NFC) & Over The Air (OTA)
NFC – • Secure
Credentials
• Swipe pay
• Hardware layer
• Device to device
• Support of
several apps at
once
OTA – • Secured by NFC
element
• Works over wifi,
3G, etc…
• Broader range of
interactions
• Enable SSL-like
behaviors
Square
SOCIAL
FROM… …TO
MY STATUS MY LIFE
46
LIFESTREAM
THE RACE TO OWN SOCIAL SEARCH
47
HOW WEB PAGES
RELATE TO SEARCHES
HOW FRIENDS RELATE
TO WEB PAGES
LIFE STREAM
SOCIAL
SEARCH
48
LIFE STREAM
LIFE STREAM
LIFE STREAM
Mobile is Mandatory.
Everywhere.
Now.
Thank you!
Christopher Miller EVP, Group Management Director, Digital
Twitter: @scubachris
Patrick J. Moorhead SVP, Group Management Director, Mobile & Email Platforms
Twitter: @chimediaguy