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Page 1: Emarketer Proxxima 2014

Twitter: #Proxxima

Page 2: Emarketer Proxxima 2014

Brazil vs. the Rest of the World

6 May, 2014

Presented by Geoffrey RamseyChairman, Founder

Twitter: #Proxxima

Page 3: Emarketer Proxxima 2014

389 builds782 data sources

59 slides

Atenção

Page 4: Emarketer Proxxima 2014
Page 5: Emarketer Proxxima 2014

§ Following the connected, always-on consumer

§ Following marketers, who are trying to follow the connected, always-on consumer

§ Following the money

Agenda

Follow me on Twitter: @geofframsey

©2014 eMarketer Inc.

Page 6: Emarketer Proxxima 2014

I. The Connected, Always-On Consumer

Page 7: Emarketer Proxxima 2014

In many countries, internet users spend 2+ hours/day online

Source: eMarketer; Motorola Mobility Study; comScore; Ipsos

3.6 hours SECOM; IBOPE

4.9 hours GlobalWebIndex

3.6 hours GroupM

2.4 hours comScore

Page 8: Emarketer Proxxima 2014

2014

4.6B 64%

penetration

Global Pop 7.0 B

Source: eMarketer, 2014

2017

5.1B 69%

penetration

Global Pop 7.3 B

The global view: mobile penetration

24% of pop

1.8B34% of pop

2.5BSmartphones

Page 9: Emarketer Proxxima 2014

Population 203 Million

We see the same trend in Brazil

Mobile Phone Users 154 million (76%)

Sources: eMarketer, 2014; US Census Bureau, 2013

Smartphone Users 41 million

(20%)

In 2017 Smartphone Users

= 71 million (34%)

Page 10: Emarketer Proxxima 2014

Today’s digital consumer is everywhere...

Fragmentation rules.

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Fragmentation is everywhere.

...yet also elusive.

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Smartphone Users

20% of pop

Mobile Users 76% of population

©2013 eMarketer Inc.Source: eMarketer 2014

There is a huge amount of audience fragmentation within digital channels

Social Users 37% of population

Tablet Users 16% of population (IAB Brazil; UM; Munchner Kreis; McAfee; E.Life; Ipsos OTX)

Digital Video Viewers

34% of population (comScore; IBPOPE)

Page 13: Emarketer Proxxima 2014

©2013 eMarketer Inc.

There is a huge amount of audience fragmentation within digital channels

Smartphone Users

20% of pop

Page 14: Emarketer Proxxima 2014

©2013 eMarketer Inc.

Source: comScore, 2013

There is a huge amount of audience fragmentation within digital channels

iOS

32%

RIM 3%

Android

55%

Windows 1%Symbian 1%

all other

8%

Smartphone

Users

Page 15: Emarketer Proxxima 2014

©2013 eMarketer Inc.

Video Games

Maps

Shopping

Weather

News

Reviews

There is a huge amount of audience fragmentation within digital channels

Social

Page 16: Emarketer Proxxima 2014

Social media usage in Brazil is very high

71%

87%GlobalWebIndex

UM 80%

Social Media Penetration

CETIC.br 73%

Ipsos 73%

71%eMarketer

Page 17: Emarketer Proxxima 2014

Brazil is one of the most “social” countries in the world

67%

64%

71%

Page 18: Emarketer Proxxima 2014

Our attention spans are fragmented, too! Over 75% of

internet users in Brazil use their smartphones or tablets while watching television ––IAB Brazil & comScore

Brazilian smartphone users use their phones while watching TV for an average of 52 minutes a day ––Millward Brown, 2014

Page 19: Emarketer Proxxima 2014

With mobile, being online has become a persistent, anywhere state

Mobile users check their phones 100X

dailySource: Mobile Posse and Phoenix Marketing International, 2013

Some of you have done that within the past hour!

Page 20: Emarketer Proxxima 2014

Consumer Attitudes Towards Advertising

CéticoResistente

Desconfiado

Page 21: Emarketer Proxxima 2014

II. How Are Marketers Keeping Up with the

Connected, Always-On Consumer?

Page 22: Emarketer Proxxima 2014

Few are meeting the “big data” challenge

3 Steps...

Page 23: Emarketer Proxxima 2014

Step One: Admit if you have a problem.

43% “Poorly

Integrated”

46% “Improving”

Liam Ramsey

Needs improvement.

Precisa  se  aprimorar

Page 24: Emarketer Proxxima 2014

NOTE: mobile is the least integrated

Page 25: Emarketer Proxxima 2014

Step Two: Realize that the path

to purchase is no longer linear

Page 26: Emarketer Proxxima 2014

Let go of the classic “Funnel” model...

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...and move to the more dynamic “Consumer Journey” model

Brazilian consumers frequently rely on their phones for researching products and services

Page 28: Emarketer Proxxima 2014

32% of smartphone ownersin Brazil have intentionally

clicked on a mobile ad––PriceWaterhouseCoopers, 2014

Page 29: Emarketer Proxxima 2014

©2013 eMarketer Inc.

Step Three: Pull your data together

Harvest cross-screen identities by tapping into the streams of data coming from mobile, social and video activities

This is your antidote to fragmentation!

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Data can even be used in real-time, right at the point-of-purchase

Software installed in cash registers detects Hellmann’sin the cart, as well as otheringredients, to print a recipe at the bottom of the receipt

using those ingredients––Ogilvy Brazil

Sales up

44% in 1st

month!

Page 31: Emarketer Proxxima 2014

Source: Econsultancy and Adobe, Jan, 2014

As a marketer, make Content Marketing a #1 priority

Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide

Page 32: Emarketer Proxxima 2014

Push Marketing

Page 33: Emarketer Proxxima 2014

Pull Marketing

“It’s more about ATTRACTING, rather than DISTRACTING.”

Magnetic Content

Page 34: Emarketer Proxxima 2014

Instead of “hunting,” think of “fishing” for the consumer...

Magnetic Content

Page 35: Emarketer Proxxima 2014

myStain, from Clorox

“With mobile––ask yourself, ‘How can I be useful?’”

ice cream

Page 36: Emarketer Proxxima 2014

Brazil example: Netshoes mobile app

If you see

a pair of shoes you like, take a photo

Then, you can buy the shoes

right on your

phone!

Page 37: Emarketer Proxxima 2014

What about “Native ads?”

“Marketing should be as compelling

and engaging as the content you would

see from your family and friends.”

“Think like a consumer. You know, would I pin this? Would I comment on it? We always try to ask ourselves, ‘Why

would people care?”––Emily Schildt, Chobani

Page 38: Emarketer Proxxima 2014

Join the conversation on social media––but do it in the right way

“With social media, give consumers some kind of genuine value in exchange for their attention.”

Page 39: Emarketer Proxxima 2014

Set an Engagement Level Trigger Point

ENGAGEMENT RATE

Time

TriggerPoint

0

Boost media spend behind activity

100

Page 40: Emarketer Proxxima 2014

Double-down on your core brand loyalists to amplify their advocacy

Customers

Prospects

#1. They have come to expect it.

#2. You’ll make them even more loyal.#3. They’ll want to tell others.

Why?

Nurture them

Find them via Social

Media

CORE

Page 41: Emarketer Proxxima 2014

Master the Mobile Mindset: The Swiss Army Knife of marketing

Location Services

Mobile Social

Mobile Commerce

Mobile Payments

In-Store Mapping

Email

Coupon Delivery

Text Notifications

Mobile Apps

Mobile Search

Page 42: Emarketer Proxxima 2014

New opportunities are coming with geo-targeting

Focus intently on the consumer’s need––NOT pitching your

product

Location Services

41% of worldwide firms collected location-based data about consumers in 2013, but 23% plan to start

––EIU, 2013

Page 43: Emarketer Proxxima 2014

Marketers will combine 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

Where is mobile geo-targeting going?

Page 44: Emarketer Proxxima 2014

Ask: How can you help the consumer in the store?

Coupons

Nutrition

Recipes

Page 45: Emarketer Proxxima 2014
Page 46: Emarketer Proxxima 2014

III. Following the Money

Spending is shifting towards digital

Page 47: Emarketer Proxxima 2014

Brazil accounts for over 1/2 of total ad spending in Latin America

Brazil 53%

Mexico 13%

Argentina 10%

All Others 25%

Source: eMarketer, 2014

It’s also the 6th largest advertising market in the world

Page 48: Emarketer Proxxima 2014

And media spending is growing rapidly

eMarketer 12.0%

GroupM 12.3%

5.0%ZenithOptimedia

Carat 12.3%

MAGNA GLOBAL 12.7%

Total Media Spending Growth (2014)

Page 49: Emarketer Proxxima 2014

But digital is growing over 2X faster...

17%eMarketer 28.0%

PwC 18.5%

11.7%ZenithOptimedia

MAGNA GLOBAL 20.1%

Digital Media Spending Growth (2014)

GroupM 16.8%

IAB Brasil 25.0%

14% of media

Page 50: Emarketer Proxxima 2014

Digital Media Spending as a % of Total

Source: eMarketer, 2014

US 28%

UK 47%

Brazil14%

Argentina8%

Mexico18%

Global 25%

Page 51: Emarketer Proxxima 2014

Watch out for the rapid rise of programmatic, and Real-Time

2014 Sources: IDC; ZenithOptimedia; eMarketer, 2014

In 2014, RTB = ~13%

Digital Display Ad Spending

Worldwide

~$50 B

Growth Drivers:

!

• Global trend towardsmore efficient buying

• FBX, video and mobile are shifting towards programmatic

In 2017, RTB = 25% - 30%

~2% in Brazil

today

Page 52: Emarketer Proxxima 2014

In Brazil, what’s growing even faster than digital ad spending???

+12% +28%

Source: eMarketer, 2014

Total Media

Digital Media

???Mobile Media

+120%

Page 53: Emarketer Proxxima 2014

Nothing is growing faster than mobile

8.5X

$120 M

$1,023

Page 54: Emarketer Proxxima 2014

Among 22 countries, Brazil is #1 globally in terms of mobile ad spending growth this year

©2014 eMarketer Inc.

#1Brazil

Page 55: Emarketer Proxxima 2014

Mobile’s slice of the digital ad spending pie in Brazil

Source: eMarketer, 2014

= 4.2% in 2014= 20.7% in 2018

Page 56: Emarketer Proxxima 2014

In the US, mobile already accounts for 34% of total digital ad spending

Source: eMarketer, 2014

Mobile = >1/3

Page 57: Emarketer Proxxima 2014

% of Global Advertising Revenue that Will Come from Mobile in 2014

63% 76%34%

––eMarketer, 2014

70%

Page 58: Emarketer Proxxima 2014

Summary

• Mobile is the most important trend to watch

• Smartphone penetration in Brazil will rise from 20% to 34% by 2017

• As a marketer, you need to do four things: 1) manage your data; 2) create “Magnetic Content”; 3) engage consumers with social media; 4) master mobile marketing

• While Brazil’s media spending market is growing rapidly, digital is growing at 2X, and mobile is exploding at 120%

Page 59: Emarketer Proxxima 2014

Geoffrey Ramsey Chairman, Co-Founder

@geofframsey

“Obrigado” Milena

Twitter: #Proxxima