Digital is NOT one size fits all. There are overarching themes & trends that can drive efficiencies‌ BUT each country has nuances that should be addressed when planning digital.
Digital Trends: • • • • •
Mobile is king Social connection drives behavior eShopping has arrived Digital giants dominate landscape Ad spending continues to rise
Mobile is King In Europe, Japan and Australia it is a fast-rising star, becoming more and more sophisticated. In Developing Markets, it has become the baseline. People are skipping the PC phase and going straight into mobile internet.
newmediaage – June 15th, 2011: “Unilever plans to use mobile as a key channel for doubling the size of its business through emerging markets.� http://www.nma.co.uk/news/unilever-turns-to-mobile-to-double-business-inemerging-markets/3027447.article
Indonesia
Social Connection Drives Online Behavior Social networking is growing everywhere. In certain markets, such as Indonesia and Brazil, consumers are skipping traditional communication tools, such as email, and going directly into Facebook, Orkut and Twitter.
eShopping Has Arrived The line between online and offline shopping and buying behavior is blurring. Where online shopping is not happening yet, it is certainly influencing offline transactions.
MercadoLivre: Brazil’s eBay
Argentina: #1 Market for Groupon
Digital Giants Dominate the Global Landscape Multinational sites and companies such as Google, Facebook, Twitter, and MSN, among others, trend towards the top in most countries, offering an opportunity to maximize efficiencies.
Digital Ad Spend On The Rise Major advertisers continue to increase their media spend on different digital media, from mobile to banners, social to search. And there is much more to come.
The First Screen
MOBILE • 4.5 Billion Mobile Phone Subscriptions Globally by 2012 • Mobile Web Traffic increasing 130% each Quarter since 2010
• Mobile is not optional for consumers… or brands. • Mobile quickly moving from “3rd screen” to 1st screen.
Global Data
How To Think About Mobile
Mobile has 3 three pillars:
•Bite-Sized •Relevant •Easy in, Easy Out
Bite-Sized, Relevant, Disposable
To succeed with mobile, we need less focus on technology, and more on human behavior.
The Swiss Army knife of digital.
Three Users, One Device.
Brooke Age 16 ---
Davis Age 27 ---
Social & Media
Social & Communication
Allen Age 52 --Communication & Productivity
Time Killers vs. Time Savers When you boil things down, mobile consumers really want one of two types of experiences: • Something to waste time with • Something to save time with. Every brand in the world has at least one of these two experiences to offer their target consumers. The trick is often determining which of the two will meet the needs of both effectively.
How to think about mobile‌
Time Savers (tools)
Time Killers (Experiences)
CONSUMER DECISION JOURNEY
MOBILE CAN SOLVE KEY MARKETING BARRIERS
BREAK THROUGH
DISPLAY & SEARCH
CLOSE SALES
COMPARE & PURCHASE
DRIVE LOYALTY
CRM
CROSS-SELL
NEW PRODUCTS
CREATE ADVOCACY
GET SOCIAL
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LOCATION
Addicted to Now. • $100 now, or $200 next week? • As we approach now, our decision-making becomes hyperbolically more irrational. • We can plan long range, but when it comes to now vs. later, we’re like pigeons.
Wall Street Journal – How Future Self Impacts Saving
Me. Here. Now.
THE OPPORTUNITY THE DIGITAL LOCATION:
THE DIGITAL LOCATION:
Local Search
95% of Smartphone users actively use local search. (88% Take Action Within The Same Day) (Source: Think Mobile w/ Google)
Smartphone Use While Shopping
Source: Google/Ipsos OTX Mobile Research, November 2010.
Ever Made A Purchase Decision From Your Smartphone?
(Source: Think Mobile w/ Google)
Mobile Shopper Spectrum
Aisle
Store
Beyond
Aisle In the aisle, mobile is about connecting with products. • • • • •
Search More information Price comparison Consumer reviews Deals and offers
Store At the store level, mobile is more about where, when, and why. • • • • •
Retailer relationship Flexible offers Loyalty Convenience Badge & Status
Beyond Beyond the store, mobile offers unique ways to connect and drive visits and curiosity. • • • •
Alerts & CRM Loyalty Advertising Search
Store – How It Works ShopAlerts – •
52% Lift in purchase intent
•
54% lift in repeat store visits
•
50% lift in search for more information
•
15% lift in more info search on device
•
22% conversion to purchase
•
78% overall consumer satisfaction with receiving offers
Your Brand
PAYMENT
Mobile Wallet
Payment Experience
Mobile Payment = Growth
Wallet Players
Near Field (NFC) & Over The Air (OTA)
NFC –
OTA –
• Secure Credentials • Swipe pay • Hardware layer • Device to device • Support of several apps at once
• Secured by NFC element • Works over wifi, 3G, etc… • Broader range of interactions • Enable SSL-like behaviors
Tesco
Square
SOCIAL
LIFESTREAM FROM…
MY STATUS
…TO
MY LIFE
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LIFE STREAM THE RACE TO OWN SOCIAL SEARCH HOW WEB PAGES RELATE TO SEARCHES
HOW FRIENDS RELATE TO WEB PAGES
SOCIAL SEARCH
47
LIFE STREAM
48
LIFE STREAM
LIFE STREAM
Mobile is Mandatory.
Everywhere. Now.
Christopher Miller EVP, Group Management Director, Digital Twitter: @scubachris
Patrick J. Moorhead SVP, Group Management Director, Mobile & Email Platforms Twitter: @chimediaguy
Thank you!