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Digital Media Trends, Implications for Brands, Strategic Media Focus
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Digital Roadmap 2013
► Digital Media Trends
► Implications for Brands
► Strategic Media Focus2
Digital Media Trends
Consumers Continue Shift to Digital Mobile
2012 Blackstone Marketing Industry Review
4
Spend 11+ Hours with Media Daily Over 70% on TV / Online
2012 eMarketer
5
TV Usage Waning … For the First Time Ever
6Nielsen 2012
6
The Internet now trumps all media when it comes to ‘influencing purchases’
Traditional Media is Becoming Less Influential
Source: Harris Interactive 2012
7
Marketers Follow Digital Shift
8
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But … Not to the Degree They Should 2010
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Mobile Opportunity Arises 2011
10
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Implications
► Pronounced shift to digital media continues
► Mobile is the only growing medium
► But brands are still clinging to their old media habits► Dramatically overspending in print► Continue to overspend in broadcast
► Social Media and Mobile lead digital growth
► Mobile represents the largest future media opportunity
11
mobile
Mobile Devices Have Passed PC’s in Sales
2012 BI Intelligence
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Mobile Internet Usage Will Surpass Desktop This year
2012 Nielsen Social Media Report
2011
2012
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Smartphones Pass Feature Phones … And Growing
2013 Nielsen Courting Today’s Mobile Consumer
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Mobile Web and APP Usage Show Huge Growth
162012 Nielsen Social Media Report
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Mobile Devices are Taking Focus Away From TV
172012 Nielsen Courting the Mobile Consumer
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Marketers Follow Mobile Shift
182012 Nielsen Courting the Mobile Consumer
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Implication
► Mobile is the marketing platform of the future
19
Social
Social Media Drives Internet Usage Overwhelmingly
2012 Nielsen The Digital Revolution
21
2012 Nielsen Social Media Report
2011
2012
+92%
+89%
Social Media Drives Mobile Usage
60% of Consumers Do Social on Mobile … 31% Several Times a Day
2012 Edison Research The Social Habit
23
Facebook & Twitter are Becoming Mobile Companies
24June 2012 Data from Facebook & Twitter
24
Consumers Talk Brand Constantly on Social Media
252012 Nielsen Social Media Report
25
Social Influences Purchase
26Pew 2012
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In Fact … Social Now Drives Purchase
27
Cumulatively Social Sites Lead Brand Sites
28Technorati 2013
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Facebook, Twitter, You Tube = Marketers Big 3
29Technorati 2013
29
Marketers Follow the Influence
30
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Implication
► Social is the future of purchase influence
31
Video
33June 2012 Data from Facebook & Twitter
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75% of All U.S. Internet Users Watch Video
34June 2012 Data from Facebook & Twitter
34
Video Drives Mobile 280 Billion Viewed and Growing
35June 2012 Data from Facebook & Twitter
35
Nielsen > Brand Recall is Higher for Online Video vs. TV
36
On-Air TV(Broadcast + Cable)
Online Full-Length TV Episodes
Source: Nielsen
Nielsen > Message Recall is Higher for Online Video vs. TV
37
Source: Nielsen
Nielsen > TV is More Effective When Video Runs Simultaneously
38
Source: Nielsen
Marketers Follow the Eyeballs
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Implication
► Video is the future of viewership
40
Implications for Brands
Implication
► Pronounced shift to digital media continues Mobile is the media platform of the future
► Social and Video are the key drivers of mobile growth … especially Social
► There is strong linkage and connectivity between Mobile, Social and Video media
► Because brands still remain behind in their media allocation … an opportunity exists, for forward thinking companies, to take an even stronger digital media lead and influence consumers and their purchase behaviors … beyond their competitors
42
Strategic Media Focus
Hyper Media Fragmentation = Declining Media Effectiveness
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Digital Focus Sharable, Connected Media Platforms
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Focus Media Strategy
Sharability Scale
Believability Purchase Influence
Efficiency Maximum Budget Utilization
It is not going to get any easier
48
Howard Zoss
216.744.3040
Thank You
49All ideas contained herein are the sole intellectual property of Zig Marketing Inc. and cannot be used without express written consent
49