Ecommerce & Digital Marketing Trends, Predictions & Good Practice [Inspiration for those “idea emergencies”]

Twitter:- @Zohe Ideate, Innovate, Integrate4th December 2012

1

Marketing Trend – Search -Search used to be a battle of many!

Ask Jeeves

GoogleAltaVista

Lycos

MSN

AOL

InfoSeek

Netscape

Metacrawler

All the Web

Yahoo

Webcrawler

Excite

Hotbot

Dogpile

1a. Search that Time Forgot

Then, the battle for search constricted to a straight fight between 3 [for a while..]

1b. Yesterdays Search

Today, Search is affected by many again as consumers become more tech savvy. Regional players have also entered the fray.

Location/ Mobile

Search Engine

Social Network

s

Bookmarking Sites

Device Based

Images & Video

Ecommerce Sites

1c. Today’s Search

TAOBAO

Groupon

Groupon

Google+ Local

Facebook Places

Google

Yandex

Yahoo

Baidu

Tomorrow, innovation in device / software eco systems will change behaviour in consumers yet again

1d.Tomorrows Search

Mindmeld

Google NowApple Siri

SamsungS Voice

Supplemental reading :- http://www.theverge.com/2012/10/29/3569684/google-now-android-4-2-knowledge-graph-neural-networks

Marketing Trend – Next Gen Email – Emphasis on design for different screen sizes & email clients

2. Next Generation Email: Social + Mobile + Email + Operating System

Email is changing. With 30% of mobile users now accessing their emails using their phone, the inbox is now a moving target. Plus there are all the new inboxes created by Twitter, Facebook, LinkedIn etc.. Add further different user experience on operating systems e.g. Windows 8, Apple & user behaviour of switching between devices to read sometimes the same email, marketers need to supply the same email in multiple formatsSegmented Behavioural targeting to all these different inboxes with customised emails for each screen size & inbox will drive ROI up.

f fSocial Networks

Supplemental reading / Infographic:- http://www.zooberdigitaltraining.co.uk/Portals/158864/docs/Email-Marketing-Stats-The-Good-the-Bad-and-the-Ugly.pdf

Operating System / Browser

Device Email Client

Marketing Emerging Trend – Social TV – TV advertising & business changing due to Social TV Analytics & losing audiences to email & Angry Birds!

3 Players to Watch:- “Mobovivo”, “Bluefin Labs” and “SecondSync”

3a. Social Analytics for TV60% of

UK Twitter

users are using Twitter whilst

watching TV

40% of Twitter traffic during peak

viewing time in

the evening related to TV

The Tweet is the

de facto

currency of Social

TV

SecondSync is a technology startup focused on social analytics for TV. Second Sync analyse social media conversations around TV broadcasts to provide audience insights that can be used alongside traditional BARB figures, bringing clarity to what engagement means for programme makers, broadcasters and advertisers.

The premiere of the new series of Made in Chelsea attracted an audience of 452,000 viewers on E4. SecondSync platform identified 215,220 tweets aimed at the show from 110,170 unique users during its transmission window. That’s a staggering one in four of the audience tweeting about the show!

There is a correlation between TV viewing and social media consumption. Now you can get data in real time on whether the TV ad is having an impact

3b. Ways Social TV Analytics can help you as an advertiser or broadcaster

Brands can now measure how TV campaigns affect

brand conversation in social media

Brands can ascertain which TV channels have the most socially engaged audience

Brands can drill down to see which TV shows have the most socially engaged

audience

Proprietary tech detects ads as they air on TV. And analyse in real time social

commentary

Measure the social audience an ad

campaign reaches

Benchmark vs sector and perform

competitor analysis Supplemental reading :- http://www.forbes.com/sites/michaelwolf/2012/11/13/three-ways-social-tv-analytics-is-about-to-change-the-tv-business/

Bluefin Labs

Not only is there more insight and data available but new tech allows TV broadcasters & advertisers to engage TV audiences like never before!

3c. Don't lose TV audiences to email, Angry Birds and Facebook!

Social

TV

Gamification

Automatic

Content Recogni

tion

Ad Syncin

g

Program

Syncing

TV Graph

ics

Change the

Channel

Sentiment

Display and Analysis

Between

Broadcasts

Clip and

Share

• As presented in my previous deck “Are we Really Innovating” [here] large numbers of people are “2nd Screening” whilst watching TV especially on Social Media, so TV is not holding our attention like it used to.

• Canadian company Mobovivo have some innovative Apps to win back the attention of that audience whether its a Broadcaster and their programmes or an Advertiser and their advertising.

Check-in and chat on Facebook, Twitter. Trash talk the other team's fans through in-app chat. Share online.

Mobovivo delivers second screen apps that "gamify" viewing with voting, polling, trivia, achievements and leaderboards. Engage and capture audiences with sponsored prizes.

Zero latency for all programming including ads and sports. Quad Sync delivers synched content with 100% accuracy and reliability

Mobovivo's second screen solutions target and sync advertising opportunities tailored to content and the viewer's personal preferences.

When an actor appears on the TV screen, her twitter feed and background information appear on the second screen.

Real-time Polls, quizzes, user-generated photos and videos, user sentiment, and social feeds on-air synched to second screen. Get the second screen on the first screen

Audiences may never find the remote control while engaging with Mobovivo, if they do. Remind them what they are missing. Mobovivo syncs with ads, programming & events to keep audiences tuned in.

Measure and display sentiment so that audiences know where they stand. Measure sentiment so that brands know where they stand.

Deliver exclusive videos, social engagement, and photos between broadcast to engage with audiences all week - all year. Read that as after the Ad has played!

Mobovivo has the coolest user-generated content tool for video. Audiences can deeply engage with content through clipping and sharing on Facebook, Twitter, online and email.

Imagine you had a TV shopping channel. Add Social analytics and the ability to engage your customers via social media in real time as you are broadcasting. Serve offers & discounts based on the conversation to multiple channels... !

3d. Is there a new opportunity for Ecommerce ?Social TV Analytics + New engagement apps +

DRTV = ? Brands already trading online & mobile could extend to TV shopping like Argos with new ways to keep audience engaged and then measure the engagement

Supplemental reading :- http://www.the-broadcast-house.com/

Marketing Emerging Trend – Is NFC the next big thing in Interactive Ads? Near Field Communication is more than just mobile payments!

4a. Are there actually enough NFC enabled devices in market?

100m NFC phones to ship in 2012 – Forrester & ABI Research

ABI research expect 285m NFC-enabled devices to be shipped in 2013

Juniper research estimates that 1 in 5 smartphones worldwide will be NFC-enabled by 2014

Frost & Sullivan anticipates that NFC-enabled mobile phones will reach 863m units in 2015

ABI research forecast 1.95bn NFC enabled devices in circulation by 2017. Handsets will account for the majority — more than 1.5bn

Supplemental reading :- http://www.nfcworld.com/nfc-phones-list/

RIM says that 80% of all NFC enabled devices in the UK

are BlackBerry handsets. 2012

So, it looks like there will be enough consumers with NFC enabled devices sooner or later. So... what?

4b. NFC understanding is low. Education is required

Supplemental reading :- http://www.inc.com/erik-sherman/do-your-ads-reach-out-and-touch-somebody.html http://www.we-are-gurus.com/blog/2182-clearchannel-study-smartphone-real-world-interactors

Most people are unaware if they have an NFC enabled device Most people who are aware of NFC think NFC is for

4c. After education on NFC, what are the numbers on adoption?

Supplemental reading :- http://www.inc.com/erik-sherman/do-your-ads-reach-out-and-touch-somebody.html http://www.we-are-gurus.com/blog/2182-clearchannel-study-smartphone-real-world-interactors

NFC future adoption likelihood NFC tech perceived as useful & likely to adopt in future

4d. Lets look deeper into NFC Poster interaction adoption

Supplemental reading :- http://www.inc.com/erik-sherman/do-your-ads-reach-out-and-touch-somebody.html http://www.we-are-gurus.com/blog/2182-clearchannel-study-smartphone-real-world-interactors

There is definite interest in interaction Reasons people would interact with a poster

4e. And locations & product categories where people would interact NFC Poster

Supplemental reading :- http://blog.scanvee.com/post/36768177851/nfc-moving-beyond-payments

Considered locations to interact with a poster And categories where people would interact / purchase

And, has anyone been brave enough to implement something real world interaction with the virtual world?

4f. Ebay have just launched a pop up store in London, & in Korea already done!

Supplemental reading :- http://socialcommercetoday.com/ebays-london-pop-up-shop-a-vision-of-social-commerce-tomorrow/

Ebay Store in London Covent Garden Korea Virtual Store

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