the baltic digital landscape 2012
DESCRIPTION
A presentation on current state of digital media and digital marketing of the Baltic States - Latvia, Estonia and Lithuania. Delivered on "Take Me" marketing conference in Kaunas, Lithuania on 10th of October, 2012.TRANSCRIPT
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MO
VIN
GAL
ONG
THE HYPECYCLE
The Baltic Digital Landscape 2012
byJānis PolisLIKE THAT
11.10.2012
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Jānis PolisDigital communications consultant LIKE THAT
@JanisPolis
linkedin.com/in/janispolis
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Hype? WTF?
On SlideShare? Click for next slide to watch video.
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Digital hype? WTF?VOLVO FH 2012 truck. Market price – 130 000 EUR. Target consumer – not me or you.
Communication channel in Latvia?
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Hype cycle? WTF?
(c) 1995 Gartner Inc.
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Hype in Year 1900
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Hype in Year 1900
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Reality in year 2012
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Hype. Where exactly?
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Where exactly?
WEB
MOBILE
SOCIAL
MEDIA CONVERGENCE
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Web.Speed
Avg. download speed April – October 2012
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Web.LV
+MailSocialNewsClassifiedsInfo catalogues
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Web.EE
MailSocialNewsClassifiedsInfo catalogues
+
Topic specific vortalSearch
WEATHERTV PROGRAMME
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Web.LT
MailSocialNewsClassifiedsInfo catalogues
+
Topic specific vortal
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Web.Baltic.ProfilesLATVIA ESTONIA LITHUANIA
Do a little bit of everything online
Desperately want to display independence, so hate Gmail and Facebook
Have a lot of questions
Afraid to search outside their borders
Obsessed with weather and TV
Buy and sell a lot of cars
Read news to find out what to buy and sell
Buy and sell everything
Meet online, make babies and then try to find out what to do with them
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Web.Commerce
Every month Few times a year Once a yearNever
Year 2012 data on Latvian internet users purchasing goods or services online
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Web.Entertainment
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WEB. Where exactly?
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Social.BalticLATVIA ESTONIA LITHUANIA
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Social.BalticLike page and share this shit to win 5 Macbooks? Sure!
Why? Who cares!
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Social.BalticLike our brand
and click on our LOGO
1 000 000 timesin 60 seconds to WIN, WIN WIN
FAMILIAR?
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Social. What rules?SERVICEand/or
CONTENT=
useful stuff
P.S. Free stuff rules too, it just doesn’t help anyone very much.
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Social. Banks rule.
...because we care about our money.
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Social. Telcos rule....because they love to talk and fight. And we’re addicted to our phones.
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Social. Media rule....because they create content we care about and can’t wait to share.
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Social. Shues rule....because... you tell me why, women!Draugiem.lv top brand pages
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Social. Lost in the woods
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Social. One Question
WHERE THE F K IS THE MONEY?
/YOUR BOSS. Sometime soon. Hopefully./
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Social. Where exactly?
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PAN-BALTIC
Mobile. We there yet?
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Mobile.Penetration
PAN-BALTIC
SMARTPHONE PENETRATION
~15%
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Mobile.Browsing
PAN-BALTIC
MOBILE PAGEVIEWS
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Mobile.Web
PAN-BALTIC
Intensive conversion to mobile friendly web
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Mobile.Apps
PAN-BALTIC
Low smartphone penetration and small markets does not encourage brands to develop mobile apps
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Mobile.Payments
PAN-BALTIC
Slow acceptance of mobile payments outside SMS
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Mobile. Where exactly?
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YourFavoriteRadioStation.com
?
Media convergence?
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Convergence.Television
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Convergence.Television
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Convergence.Print
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Convergence.Print
On SlideShare? Click for next slide to watch video.
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Convergence.OOH
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Convergence.OOH
On SlideShare? Click for next slide to watch video.
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Convergence.Phygital
Phygital is the concept of using technology in a way that bridges the digital with the physical world, providing unique interactive experiences for the user. LINK
On SlideShare? Click for next slide to watch video.
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Media Convergence. Where exactly?
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Full Cycle. Or Circle?
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DIGITAL. Hype. Where?
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BALTICS. United in Digital
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Homework
...because we love to dominate your charts