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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
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5 Digital Marketing Trends for 2013
• Native Advertising • Social TV • Fragmentation • Content Marketing • Smart Data
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1. Going Native
Digital Trends for 2013
What is Native Advertising?
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Native advertising allows brands to promote their content into the experience of the site or other mediums, in a non-interruptive & integrated manner
The Only Viable Ad Strategy
Native is built around • Content • Choice • Integration & not banners or interruption
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3 Pillars of Native Advertising • Visually Integrated
• Choice Based
• Content Driven
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Sponsored & Promoted, but Native
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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
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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
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NDTV Second Screen
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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
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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
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Social TV apps
Other Social TV apps have gone beyond just check-ins, even incentivizing users.
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India’s 1st Shazam-d Campaign
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The 2nd Screen Experience
Drives • Real user engagement • Richer experience • New revenue streams
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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
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Transmedia goes BIG
The Biggest Experiment , launching in US, April 2013 Standalone experience amplified by the TV show & vice-versa
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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)
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From the “Idiot Box”
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.. to the Interactive Tube
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3. Fragmentation
Digital Trends for 2013
Fragmentation is Everywhere
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Integrated feature of the Marketing landscape • Decades of channel expansion • Access Platforms • Media Channels & Devices • Marketing Funnel
Present, yet Elusive
Today’s Digital consumer is omnipresent, yet elusive for marketers 3 existing screens supplemented by Tablets
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Television Remains Strong
Still a powerful medium to sway consumer mindsets
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& the Undisputed King of Consumption/Spending
Consumers are watching more TV , but the aggregate audience remains dispersed
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45%
42%
5% 3%
4% 1% Indian Advertising Industry 2012
Television Print Internet Radio Outdoor Cinema
Content Owners Encouraging Consumption across Platforms
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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
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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.
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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
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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
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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
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Go to http://bit.ly/W1K8fM to know more
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Go to http://bit.ly/QEbpzF to know more
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Go to http://bit.ly/Sag5Sj to know more
Content Marketing Objectives
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0 10 20 30 40 50 60 70 80
Goals of B2C Content Marketers in North America. Engaging with Customers is clearly the priority, followed by branding, traffic & sales
Context is King #2
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Combining forces of Context & Content will drive e(verywhere)- commerce More avenues for engagement need to be created, elevating value proposition
5. Big Smart Data
Digital Trends for 2013
The Greatest Challenge for Marketers
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Volume, Velocity & Variety are Big challenges for Structured Data, & Unstructured Data
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
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Smart Data at Work
Publishers around the internet use sophisticated tools to understand our interests, mainly based on our browsing behavior and clicks
Indian Retailers are Adopting Smart Data
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Helps in Store Layouts Inventory Management Improving Shopper Experience Generating additional revenue streams Predicting Consumer Behavior and Personalizing offers
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Netflix reports 75% of videos people watch are a result of recommendations
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Apple’s Genius serving Personalized Results
Smart Data can be a powerful tool in driving engagement conversion, especially to track behavior in real time
Crowdsourcing by Foursquare
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Over 20 million users Discovery + Location targeted offers Power of combining Location, Context & Intent
