kickoff presentation: "following the elusive, fragmented, always-on consumer in a disrupted,...
Post on 08-May-2015
1.113 Views
Preview:
TRANSCRIPT
Monday, April 7, 14
Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World
April 7, 2014
Presented by Geoffrey RamseyChairman, Founder@geofframsey
Monday, April 7, 14
Smartphone Users50% of
population
Mobile Users80% of population
Digital Video Viewers
75% of population(comScore)
©2013 eMarketer Inc.Source: eMarketer 2014
Social Users53% of population
Tablet Users31% of population(Media Technology Monitor)
There is a huge amount of audience fragmentation even within digital channels
Monday, April 7, 14
Fragmentation happens on television, too––especially with divided attention spans!
Monday, April 7, 14
Fragmentation happens on television, too––especially with divided attention spans!
Monday, April 7, 14
Fragmentation happens on television, too––especially with divided attention spans!
Roughly half of Canadian consumers simultaneously watch TV and use the Internet ––TVB Canada, 2013; MTM
Monday, April 7, 14
Fragmentation happens on television, too––especially with divided attention spans!
35% of mobile users in Canada use their smartphone or tablet while watching TV to search for information about shows ––Rogers, 2013
Monday, April 7, 14
Monday, April 7, 14
II. How Are Marketers Keeping Up with the
Connected Consumer?
Monday, April 7, 14
Step One:Admit if you have a problem.
Monday, April 7, 14
Step One:Admit if you have a problem.
Monday, April 7, 14
Step One:Admit if you have a problem.
Monday, April 7, 14
Step One:Admit if you have a problem.
43%“Poorly
Integrated”
Monday, April 7, 14
Step One:Admit if you have a problem.
43%“Poorly
Integrated”
46%“Improving”
Monday, April 7, 14
It’s tough for Canadian marketers as well...
Monday, April 7, 14
It’s tough for Canadian marketers as well...
#1
Monday, April 7, 14
Monday, April 7, 14
Step Two:Realize that Circuitous
Is the New Linear in Marketing
Monday, April 7, 14
Move to the more dynamic “Consumer Journey” model
Monday, April 7, 14
Move to the more dynamic “Consumer Journey” model
Monday, April 7, 14
Step Three:Get on top of the data
Harvest cross-screen identities by tapping into the streams of data emanating from mobile, social and video activities
©2013 eMarketer Inc.
Monday, April 7, 14
Step Three:Get on top of the data
Harvest cross-screen identities by tapping into the streams of data emanating from mobile, social and video activities
Think of it as an antidote to fragmentation!
©2013 eMarketer Inc.
Monday, April 7, 14
Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14
Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14
The goal is to present consistent messaging and offer availability across every channel, so consumers get a seamless experience and have multiple options in terms of their entry point into the purchase process.
Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14
The goal is to present consistent messaging and offer availability across every channel, so consumers get a seamless experience and have multiple options in terms of their entry point into the purchase process.
Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
Smart use of data––across platforms––will be the only way to keep up with
rising consumer expectations.
Monday, April 7, 14
The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast Monday, April 7, 14
The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
Monday, April 7, 14
The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
rapidemerde
Monday, April 7, 14
The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
merdelente
rapidemerde
Monday, April 7, 14
The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
merdelente
rapidemerde
“Goodenough”
Monday, April 7, 14
The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
merdelente
rapidemerde
“Goodenough”
A good idea,executed
quickly, can still = quality
Monday, April 7, 14
Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Monday, April 7, 14
Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Monday, April 7, 14
Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Monday, April 7, 14
Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Boost media spendbehind activity
Monday, April 7, 14
Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Boost media spendbehind activity
Monday, April 7, 14
Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
Monday, April 7, 14
Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
0% 15% 30%45%
22%
23%
26%
44%
Targeting, Personalization
Conversion Rate Optimization
Social Media Engagement
Content Marketing
Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide
Monday, April 7, 14
Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
0% 15% 30%45%
22%
23%
26%
44%
Targeting, Personalization
Conversion Rate Optimization
Social Media Engagement
Content Marketing
Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide
Monday, April 7, 14
Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
Monday, April 7, 14
Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
Monday, April 7, 14
Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
Monday, April 7, 14
Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
Monday, April 7, 14
First, master the mobile mindset:
Monday, April 7, 14
First, master the mobile mindset:
1. Shifts the power even more towards the consumer;
Monday, April 7, 14
First, master the mobile mindset:
1. Shifts the power even more towards the consumer;
2. Erases the gap between the physical and digital worlds;
Monday, April 7, 14
First, master the mobile mindset:
Monday, April 7, 14
Combining in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions while they’re in the store
Next step forward with mobile geo-targeting:
Monday, April 7, 14
Combining in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions while they’re in the store
“We will know you’re in the tomato sauce section and be able to deliver you a recipe, health information or point out the best value on the aisle.”––Scott Townsend, Urban Airship
Next step forward with mobile geo-targeting:
Monday, April 7, 14
Double-digit growth for digital this year
Monday, April 7, 14
Digital ad spending as a % of total ad spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
Monday, April 7, 14
Digital ad spending as a % of total ad spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
Monday, April 7, 14
Digital ad spending as a % of total ad spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
#9 indigital ad spend per internet user
Monday, April 7, 14
Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
RTB = ~3% - 4%*
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
RTB = ~3% - 4%*Programmatic =
~15%**
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
Canada is in the 2nd tier along with UK, Germany, France, etc
2013
Roughly 12+ monthsbehind the US
*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
RTB = ~3% - 4%*Programmatic =
~15%**
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
Source: eMarketer, 2014
Monday, April 7, 14
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+23%
Source: eMarketer, 2014
Monday, April 7, 14
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14
What’s hottest?
Monday, April 7, 14
What’s hottest?
Monday, April 7, 14
Geoffrey RamseyChairman, Co-Foundergeoff@emarketer.com @geofframsey
#iMediaSummit
Monday, April 7, 14
Geoffrey RamseyChairman, Co-Foundergeoff@emarketer.com @geofframsey
#iMediaSummit
Monday, April 7, 14
top related