Transcript
FuturesThe marketer's central task is to make the brand
easy to buy and this requires ensuring people can find it and know about it. "Everything else is
secondary”
Change like never before
YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior
Skype trashed phone company revenues – particularly long distance. Broadband – is about to land many new TV services. Facebook – is connecting the globe
Record Industry gone – well nearly Craig’s List – Trashed newspapers classified revenues
Then & Now
June 15, 2010 3
The internet is the change agent
2000 >> 2010adults who use the internet
have broadband at home
own a cell phone
connect wirelessly
use “cloud”
tech social networkers
NOW: faster, mobile
connections built around
outside servers and
storage
THEN: slow, stationary
connections built around my computer
46%
5%
50%
0%
0%
<10%
79%
64%
82%
59%
>66%
48%
Australian online population in 2010
4
Over 17 million Australians are online
9 in 10 have broadband at home
THEY SPEND
22h hours online15 hours watching TV10.3h listening to radio
3.4h and 2.1h reading newspaper and magazines
Source : Nielsen online consumer report Feb 2011
40% use Internet while watching TV
They look at 92 domains and 3,029 pages
Agenda
Who is doing this well?
Key Themes 2015:
1.Mobile - number 1 screen
2.Search - Internet is going search centric
3.Social - Ads socially enabled
4.Video - Explosion in Rich media content
5.Trading – DSP’s Advertisers will learn to love the
data
Numbers
Mobile Internet
So why should we care?
Mindbox confidential and proprietary
2010
Australians are searching more from mobile devices
Source: Google Internal Data, based on a basket of 20,000 keywords
iPhone
iPhone 3G
Android G1
Blackberry Storm Palm Pre
iPhone 3GS
Android myTouch
Android Nexus One
Moto Droid & Eris
2008 2009
3,000% + growth in 3 years
12% of all Google queries in Dec 2010 came from mobile devices
Mobile web adoption 8x faster than the desktop web
People use their phone differently
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Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’
And they use it constantly throughout the week
10Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile
Mobile Search QueriesDesktop Search Queries
Most of the activity on mobiles is new.
It’s not just iPhone.
Largely driven by social media.
Search
So What About Search We don’t need advertising anymore because we can find anything we
want. – Google Founder We convert 50% of our customers on the website – the other 50% in our
branches. Brand advertising is now only intended to drive search and that’s the ROI. – Marketing Director
On all devices and for any type of content
4bn+ searches per day worldwide and increasingly sophisticated : everyday, 15% of searches are new queries
Mobile: 50% of people using Internet via smart phones start with Search.
Over 30% of mobile searches are for local info
Video: Over 500 million queries globally
each day on YouTube
Online Usage Trends
Stickiness: Categories
Source : Nielsen NetView March 2011
Top 5 Categories Visits Per Person
Active Reach
Time Per
Person
Search Engines/Portals & Communities 43 92% 7:37:51
Entertainment 26 82% 5:26:50
Telecom / Internet Services 29 80% 3:01:32Computers & Consumer
Electronics 19 78% 2:22:31
News & Information 21 74% 1:49:03
0 5 10 15 20 25 30 35 40 45 500%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Automotive Multi-category Commerce Corporate Information
Government & Non-Profit Telecom/Internet Services Home & Fashion
Finance/Insurance/Investment Education & Careers Family & Lifestyles
News & Information Computers & ConsumerElectronics
Search Engines/Portals& Communities
Special Occasions Entertainment Travel
Visits per Person
Bubble Size = Time per Person
Act
ive
Rea
ch (
%)
0 5 10 15 20 25 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ask.com - C Google Search - C Whereis - C
BigPond Search - C Yahoo!7 Search - C Bing Web - C
NineMSN Search - C a lot - B Bing Images - C
Google Image Search - C
Visits per Person
Bubble Size = Time per Person
Act
ive
Rea
ch (
%)
Online Usage Trends
Stickiness: Search CategorySearch Category: Google Search is still the stickiest Search Brand with an active reach of 83%, followed by Google Image Search (35%), and Bing Web (22%)
Source : Nielsen NetView March 2011
Top 5 Brands/Channels Visits Per Person
Active Reach
Time Per Person
Google Search - C 27 83% 0:43:58
Google Image Search - C 5 35% 0:14:35
Bing Web - C 7 22% 0:09:08
Ask.com - C 3 19% 0:02:55
Yahoo!7 Search - C 7 12% 0:15:59
Video
The rise of the YouTube generation
Online video vs other medium
YouTube - the tip of the iceberg!
Source: Comscore Video matrix // Techcrunch
Social MediaIt’s not about campaigns.
Converse CMO Social media isn’t even a two-way
conversation –- it’s more complicated than that.
Be respectful of the time between purchases of your product by adding value and contributing to the conversation. When it comes time again to purchase, your relationship with them should pay off.
Which is why we focus on a couple of core marketing truths via social – be relevant, make a connection, be useful
Social Media LandscapeUnique
Audience
Online Usage Trends
Source : Nielsen NetView March 2011
• 73.8% of Australian online users have accessed a member community site in March 2011 which is an increase of 3.5% month on month
• 64.9% of Australian online users now use Facebook. This has increase of over 3% month on month.
Online A
ctive
Universe
Member
Communities
Faceb
ook
Blogger
Word
Press.c
om
Twitter.
com
Linke
dIn
Myspace
.com
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Unique Audience
0 5 10 15 20 25 30 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Blogger WordPress.com
Twitter.com LinkedIn Myspace.com
Tumblr Hub Pages Wikia
Six Apart TypePad
Visits per Person
Bubble Size = Time per Person
Act
ive
Rea
ch (
%)
Online Usage Trends
Stickiness: Member Communities Category
Member Communities Category: Facebook is the stickiest Member Communities Brand with an active reach of 65%, followed by Blogger (26%), and WordPress.com (13%)
Source : Nielsen NetView March 2011
Top 5 Brands/Channels Visits Per Person Active Reach
Time Per
Person
Facebook - B 29 65% 7:34:53
Blogger - C 5 26% 0:11:40
WordPress.com - C 3 13% 0:10:02
Twitter.com - C 7 11% 0:11:56
LinkedIn - C 4 10% 0:10:16
Online is about engagement
Video content found online is the 2nd most popular form of online
brand engagement
Source : Nielsen online consumer report Feb 2011
3 in 4 of online Australians consult other people’s online reviews and comments about brands, products or services.
1 in 2 actively participate in online discussions about brands or provide their
own comments
Search is already social
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Social Graph
Platforms
Understand
Be useful
Be live
YouTube
Flickr
Delicious
Social Space
Networks
Plan/iterateMeasure
Active listening
Aggregation Outreach Moderation
APIs
Social Spaces Framework
Principles
ProcessesWidgets / tools
EditorialOptimise assets
M&S assets
On-site UGC
Connecting
Research & Listen
Curation
Content
Marketers will learn to love data
Internet provides Real Time Insights about your brand
Google runs 100’s of experiments/day
Volkswagen Germany discovered that 15 searches on Golf = 1 saleTrommsdorff & Drüner: VW Golf econometric modeling 2010
Amazon runs more than 200 tests/day at any point
Media Changes
These replace performance networks.
DSP – Demand side platforms
Banner click through rates have dropped dramatically – no one really buys the brand recognition unless it’s accompanied by action.
Context is the only way to generate a return. Trading will become derigeur – it’s happening now.
SSP – Sell side platforms
5 Coolest Brands with Gen Y
Apple
ConverseTrader Joe’s
Whole FoodsAmazon
5 Coolest Brands with Gen Y: Amazon
5 Coolest Brands with Gen Y: Converse All
Star
5 Coolest Brands with Gen Y: Converse All
Star
5 Coolest Brands with Gen Y: Whole Foods
5 Coolest Brands with Gen Y: Whole Foods
Everything needs to work on mobile.
Opportunity
THE FUTURE IS NOW
You have to be available on all devices and it all needs to work. It’s no different to being on a supermarket self.201
1in
Advertising drives search.
Customers use social media to share content – they love blogs and because they are diverse they all read different blogs.
The web just has to work. Usability is key.
Online and offline have to be integrated
You have to measure and improve over time.
They want the buying and servicing process focused on their needs – Web, retail,
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