Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Digital Marketing Trends for 2013

•
•
Vishal Mehra
Vishal Mehra

The document discusses 5 major digital marketing trends for 2013: 1) Native advertising will become more prevalent as brands promote content in a non-interruptive way. 2) Social TV will grow as more channels encourage viewers to interact on social media while watching shows. 3) Fragmentation across devices, channels, and platforms will continue posing challenges for marketers to reach consumers. 4) Content marketing will be an increased area of focus for brands as they build expertise in creating and sharing valuable content. 5) The use of "smart data" to understand consumer behavior from structured and unstructured data sources will be important for personalizing marketing messages.

1 of 49
Digital Trends for 2013 Vishal Mehra, Bite India
The Indian Digital Marketplace •  Internet Users in India – Over 150 million •  Social Users (in millions): Facebook – 61, LinkedIn – 18.4, Twitter – 18, Google+ - 16, Pinterest – 0.4 •  Category Reach in %: Search 87, Social – 85, Email – 78, News – 51, Education – 41 •  E-commerce market - $6 Billion, $40 Billion by 2015 •  Digital Marketing Industry - $900 Million 2 27-Jan-13
5 Digital Marketing Trends for 2013 •  Native Advertising •  Social TV •  Fragmentation •  Content Marketing •  Smart Data 3 27-Jan-13
1. Going Native Digital Trends for 2013
What is Native Advertising? Native advertising allows brands to promote their content into the experience of the site or other mediums, in a non-interruptive & integrated manner 5 27-Jan-13
The Only Viable Ad Strategy Native is built around •  Content •  Choice •  Integration & not banners or interruption 6 27-Jan-13
3 Pillars of Native Advertising •  Visually Integrated •  Choice Based •  Content Driven 7 27-Jan-13
Sponsored & Promoted, but Native 8 27-Jan-13
The Future is not Interruptive Company’s revenue model must be aligned with it’s underlying business model - & native is the only form of monetization that does just that 9 27-Jan-13
2. #SocialTV Digital Trends for 2013
Beyond the Existing •  All NEWS channels have adopted a form of Social TV in India •  Sports has also led the way with Cricket properties like IPL promoting twitter heavily, along with home matches of the Indian Cricket Team •  Besides NEWS & Sports Channels, even other youth oriented channels like VH1, MTV, V are encouraging viewers to get on the 2nd screen •  But 2013 will see GEC’s adopting Social TV in a big way, inviting viewers to interact & be a part of the storytelling experience 11 27-Jan-13
NDTV Second Screen 12 27-Jan-13
13 27-Jan-13
Biggest #SocialTV app World’s biggest #SocialTV app has over 500 million users worldwide One of the largest social networks in the world, dominates Social TV landscape Demo which is ripe for exploiting #SocialTV phenomena 14 27-Jan-13
Nielsen Twitter TV Ratings Proposed standard metric for measuring the conversation that a TV show spurs on Twitter. Will compliment Nielsen’s existing TV Ratings 15 27-Jan-13
Social TV apps Other Social TV apps have gone beyond just check-ins, even incentivizing users. 16 27-Jan-13
India’s 1st Shazam-d Campaign 17 27-Jan-13
The 2nd Screen Experience Drives •  Real user engagement •  Richer experience •  New revenue streams 18 27-Jan-13
2nd Screen put to use •  Leveraging the small screen during big live events •  Incentivizing Ad engagement •  Gamifying TV ads •  Bridging a campaign's TV & Digital elements •  Syncing e-commerce with TV Content •  Sponsoring 2nd screen extras •  Spurring social chatter with #tags •  Enabling real time interactivity •  Creating transmedia opportunities 19 27-Jan-13
Transmedia goes BIG The Biggest Experiment , launching in US, April 2013 Standalone experience amplified by the TV show & vice-versa 20 27-Jan-13
Why it’s a Big Deal for India? TVC’s of the future will be trailers into deeper branded digital experiences •  Over 100 million Social Networking users in India •  Even a 1% figure will spike ratings & engagement in a big way •  Social TV will be a $12 Billion business in 7 years (worldwide) 21 27-Jan-13
From the “Idiot Box” 22 27-Jan-13
.. to the Interactive Tube 23 27-Jan-13
3. Fragmentation Digital Trends for 2013
Fragmentation is Everywhere Integrated feature of the Marketing landscape •  Decades of channel expansion •  Access Platforms •  Media Channels & Devices •  Marketing Funnel 25 27-Jan-13
Present, yet Elusive Today’s Digital consumer is omnipresent, yet elusive for marketers 3 existing screens supplemented by Tablets 26 27-Jan-13
Television Remains Strong Still a powerful medium to sway consumer mindsets 27 27-Jan-13
& the Undisputed King of Consumption/Spending 3% Indian Advertising Industry 2012 4% 1% 5% Consumers are watching more TV , but the aggregate audience remains dispersed Television Print 45% Internet Radio 42% Outdoor Cinema 28 27-Jan-13
Content Owners Encouraging Consumption across Platforms 29 27-Jan-13
Cord Extending Cord- cutting, a popular phenomenon in western markets is taking a different approach in the Indian Marketplace Users are not so much cutting their cable, but extending subscriptions to DTH, Broadband, IPTV services 30 27-Jan-13
Indian Streaming Services are Growing Indian streaming services are growing in a small market, but sudden influx of many players has cluttered this market as well. Some streaming services are exclusively video, some are only audio, whereas couple of them stream both Different monetization models employed DVRs are taking hold in Urban Indian households. 31 27-Jan-13
Consumer A.D.D. Network owners are coming out with their own offerings Second device is gaining prominence in India, with few evolved users taking it up whole heartedly 32 27-Jan-13
Mobile – Divided Ecosystem Mobile is plagued by it’s own fragmentation •  Time spent on apps increasing vis-à-vis Mobile web •  Tablets are used more for browsing, due to bigger screen estate •  Fragmentation challenges to increase with time, shifting strategy & focus of Marketers 33 27-Jan-13
4. Content Marketing Digital Trends for 2013
Content is King Brands & Agencies are in a hurry to build up their strengths in content marketing, Interest level has already seen a big jump from last year 35 27-Jan-13
Go to http://bit.ly/W1K8fM to know more 36 27-Jan-13
Go to http://bit.ly/QEbpzF to know more 37 27-Jan-13
Go to http://bit.ly/Sag5Sj to know more 38 27-Jan-13
Content Marketing Objectives Goals of B2C Content Marketers in North America. 80 70 Engaging with Customers is clearly the 60 priority, followed by branding, traffic & 50 sales 40 30 20 10 0 39 27-Jan-13
Context is King #2 Combining forces of Context & Content will drive e(verywhere)- commerce More avenues for engagement need to be created, elevating value proposition 40 27-Jan-13
5. Big Smart Data Digital Trends for 2013
The Greatest Challenge for Marketers Volume, Velocity & Variety are Big challenges for Structured Data, & Unstructured Data 42 27-Jan-13
The Delta Most companies like to consider themselves nimble but still lack the intention to close the gap between Talk & Action on Data For Marketers, the more they know, the better it is 43 27-Jan-13
Smart Data at Work Publishers around the internet use sophisticated tools to understand our interests, mainly based on our browsing behavior and clicks 44 27-Jan-13
Indian Retailers are Adopting Smart Data Helps in Store Layouts Inventory Management Improving Shopper Experience Generating additional revenue streams Predicting Consumer Behavior and Personalizing offers 45 27-Jan-13
Netflix reports 75% of videos people watch are a result of recommendations 46 27-Jan-13
Apple’s Genius serving Personalized Results Smart Data can be a powerful tool in driving engagement conversion, especially to track behavior in real time 47 27-Jan-13
Crowdsourcing by Foursquare Over 20 million users Discovery + Location targeted offers Power of combining Location, Context & Intent 48 27-Jan-13
Thank you vishal.mehra@biteglobal.com Follow @vishal1mehra

More Related Content

Digital Marketing Trends for 2013

  • 1. Digital Trends for 2013 Vishal Mehra, Bite India
  • 2. The Indian Digital Marketplace •  Internet Users in India – Over 150 million •  Social Users (in millions): Facebook – 61, LinkedIn – 18.4, Twitter – 18, Google+ - 16, Pinterest – 0.4 •  Category Reach in %: Search 87, Social – 85, Email – 78, News – 51, Education – 41 •  E-commerce market - $6 Billion, $40 Billion by 2015 •  Digital Marketing Industry - $900 Million 2 27-Jan-13
  • 3. 5 Digital Marketing Trends for 2013 •  Native Advertising •  Social TV •  Fragmentation •  Content Marketing •  Smart Data 3 27-Jan-13
  • 4. 1. Going Native Digital Trends for 2013
  • 5. What is Native Advertising? Native advertising allows brands to promote their content into the experience of the site or other mediums, in a non-interruptive & integrated manner 5 27-Jan-13
  • 6. The Only Viable Ad Strategy Native is built around •  Content •  Choice •  Integration & not banners or interruption 6 27-Jan-13
  • 7. 3 Pillars of Native Advertising •  Visually Integrated •  Choice Based •  Content Driven 7 27-Jan-13
  • 8. Sponsored & Promoted, but Native 8 27-Jan-13
  • 9. The Future is not Interruptive Company’s revenue model must be aligned with it’s underlying business model - & native is the only form of monetization that does just that 9 27-Jan-13
  • 11. Beyond the Existing •  All NEWS channels have adopted a form of Social TV in India •  Sports has also led the way with Cricket properties like IPL promoting twitter heavily, along with home matches of the Indian Cricket Team •  Besides NEWS & Sports Channels, even other youth oriented channels like VH1, MTV, V are encouraging viewers to get on the 2nd screen •  But 2013 will see GEC’s adopting Social TV in a big way, inviting viewers to interact & be a part of the storytelling experience 11 27-Jan-13
  • 13. 13 27-Jan-13
  • 14. Biggest #SocialTV app World’s biggest #SocialTV app has over 500 million users worldwide One of the largest social networks in the world, dominates Social TV landscape Demo which is ripe for exploiting #SocialTV phenomena 14 27-Jan-13
  • 15. Nielsen Twitter TV Ratings Proposed standard metric for measuring the conversation that a TV show spurs on Twitter. Will compliment Nielsen’s existing TV Ratings 15 27-Jan-13
  • 16. Social TV apps Other Social TV apps have gone beyond just check-ins, even incentivizing users. 16 27-Jan-13
  • 17. India’s 1st Shazam-d Campaign 17 27-Jan-13
  • 18. The 2nd Screen Experience Drives •  Real user engagement •  Richer experience •  New revenue streams 18 27-Jan-13
  • 19. 2nd Screen put to use •  Leveraging the small screen during big live events •  Incentivizing Ad engagement •  Gamifying TV ads •  Bridging a campaign's TV & Digital elements •  Syncing e-commerce with TV Content •  Sponsoring 2nd screen extras •  Spurring social chatter with #tags •  Enabling real time interactivity •  Creating transmedia opportunities 19 27-Jan-13
  • 20. Transmedia goes BIG The Biggest Experiment , launching in US, April 2013 Standalone experience amplified by the TV show & vice-versa 20 27-Jan-13
  • 21. Why it’s a Big Deal for India? TVC’s of the future will be trailers into deeper branded digital experiences •  Over 100 million Social Networking users in India •  Even a 1% figure will spike ratings & engagement in a big way •  Social TV will be a $12 Billion business in 7 years (worldwide) 21 27-Jan-13
  • 22. From the “Idiot Box” 22 27-Jan-13
  • 23. .. to the Interactive Tube 23 27-Jan-13
  • 25. Fragmentation is Everywhere Integrated feature of the Marketing landscape •  Decades of channel expansion •  Access Platforms •  Media Channels & Devices •  Marketing Funnel 25 27-Jan-13
  • 26. Present, yet Elusive Today’s Digital consumer is omnipresent, yet elusive for marketers 3 existing screens supplemented by Tablets 26 27-Jan-13
  • 27. Television Remains Strong Still a powerful medium to sway consumer mindsets 27 27-Jan-13
  • 28. & the Undisputed King of Consumption/Spending 3% Indian Advertising Industry 2012 4% 1% 5% Consumers are watching more TV , but the aggregate audience remains dispersed Television Print 45% Internet Radio 42% Outdoor Cinema 28 27-Jan-13
  • 29. Content Owners Encouraging Consumption across Platforms 29 27-Jan-13
  • 30. Cord Extending Cord- cutting, a popular phenomenon in western markets is taking a different approach in the Indian Marketplace Users are not so much cutting their cable, but extending subscriptions to DTH, Broadband, IPTV services 30 27-Jan-13
  • 31. Indian Streaming Services are Growing Indian streaming services are growing in a small market, but sudden influx of many players has cluttered this market as well. Some streaming services are exclusively video, some are only audio, whereas couple of them stream both Different monetization models employed DVRs are taking hold in Urban Indian households. 31 27-Jan-13
  • 32. Consumer A.D.D. Network owners are coming out with their own offerings Second device is gaining prominence in India, with few evolved users taking it up whole heartedly 32 27-Jan-13
  • 33. Mobile – Divided Ecosystem Mobile is plagued by it’s own fragmentation •  Time spent on apps increasing vis-à-vis Mobile web •  Tablets are used more for browsing, due to bigger screen estate •  Fragmentation challenges to increase with time, shifting strategy & focus of Marketers 33 27-Jan-13
  • 34. 4. Content Marketing Digital Trends for 2013
  • 35. Content is King Brands & Agencies are in a hurry to build up their strengths in content marketing, Interest level has already seen a big jump from last year 35 27-Jan-13
  • 36. Go to http://bit.ly/W1K8fM to know more 36 27-Jan-13
  • 37. Go to http://bit.ly/QEbpzF to know more 37 27-Jan-13
  • 38. Go to http://bit.ly/Sag5Sj to know more 38 27-Jan-13
  • 39. Content Marketing Objectives Goals of B2C Content Marketers in North America. 80 70 Engaging with Customers is clearly the 60 priority, followed by branding, traffic & 50 sales 40 30 20 10 0 39 27-Jan-13
  • 40. Context is King #2 Combining forces of Context & Content will drive e(verywhere)- commerce More avenues for engagement need to be created, elevating value proposition 40 27-Jan-13
  • 41. 5. Big Smart Data Digital Trends for 2013
  • 42. The Greatest Challenge for Marketers Volume, Velocity & Variety are Big challenges for Structured Data, & Unstructured Data 42 27-Jan-13
  • 43. The Delta Most companies like to consider themselves nimble but still lack the intention to close the gap between Talk & Action on Data For Marketers, the more they know, the better it is 43 27-Jan-13
  • 44. Smart Data at Work Publishers around the internet use sophisticated tools to understand our interests, mainly based on our browsing behavior and clicks 44 27-Jan-13
  • 45. Indian Retailers are Adopting Smart Data Helps in Store Layouts Inventory Management Improving Shopper Experience Generating additional revenue streams Predicting Consumer Behavior and Personalizing offers 45 27-Jan-13
  • 46. Netflix reports 75% of videos people watch are a result of recommendations 46 27-Jan-13
  • 47. Apple’s Genius serving Personalized Results Smart Data can be a powerful tool in driving engagement conversion, especially to track behavior in real time 47 27-Jan-13
  • 48. Crowdsourcing by Foursquare Over 20 million users Discovery + Location targeted offers Power of combining Location, Context & Intent 48 27-Jan-13