5 Digital Trends for 2013 - Dynamit

DYNAMIT :: Must Know Trends for 2013

Digital Trend #1

CONVERGENCE OF THECMO & CTO

Remember the old school IT guy?

And the marketing department that focused on big ideas?

Those days are gone. Responsibilities have gotten a little muddy.

“By 2017, the CMO will spend more on IT than CTOs will. *Laura McLellan, Gartner

IT Spending

DYNAMIT :: Must Know Trends for 2013

Marketing is increasingly relying on technology to accomplish it’s goals as high-tech marketing grabs a larger portion of the marketing budget.

Sources: Gartner, Blue Kai Infographic

Marketers depend on data for just 11% of all customer-related decisions *CEB

Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

Ad Spend Per Media Time Spent Per Media

TV

43%40%

Print

29%

6%

Web

16%22%

Radio

11%9%

Mobile

1%

23%

2011 U.S. Ad Spend vs. Customer Time Spent

DYNAMIT :: Digital Opportunities in 2013

Ad Spend

“In the future, we believe that a modern CIO-CMO partnership will shape the success of the enterprise” *Forrester

“The technology and marketing functions need to extend beyond alignment and start to function like a single team focused on the customer. *Forrester

Steps to bridging the gap between IT and Marketing

“The technology and marketing functions need to extend beyond alignment and start to function like a single team focused on the customer.” *Forrester

Start hiring data gurus and statisticians

Tackle Digital Governance.

IT: Tackle Projects in Smaller Chunks

Digital Trend #2

MOBILITY

Opportunity 1

MOBILITY

Worldwide smartphone shipments continue to soar, with a 42% year-over-year growth in 2012 *IDC

Opportunity 1

MOBILITY

Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped will be a tablet. *Gartner

49.5%

Opportunity 1

MOBILITY

In 2013, mobile phones will overtake PCs as the most common Web access device worldwide. *Gartner

We’re now accessing the web from many devices

2011 U.S. Ad Spend vs. Customer Time Spent

DYNAMIT :: Digital Opportunities in 2013

Sources: VisionMobile Mobile Megatrends 2012

Smartphone Penetration

And progressing from a “Lean Forward” mode...

to a “Lean Back” mindset.

2011 U.S. Ad Spend vs. Customer Time Spent

DYNAMIT :: Digital Opportunities in 2013

Sources: VisionMobile Mobile Megatrends 2012

Smartphone Penetration

Important Mobile Considerations for 2013

“The Future Isn’t About Mobile; It’s About Mobility” - David Armano

Put Strategy before Mobile Tactics

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Think in terms of CONTEXT.

And stop saying, “Mobile users won’t do that!”

MOBILITY=INFORMATION, CONVENIENCE &SOCIAL

All served up on the go, across a variety of screen sizes and devices.

Digital Trend #3

QUANTIFIED SELF

Sensors are everywhere

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

70% of American Adults are “Self-Trackers”*Pew Internet

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

Responsive Web Design is here, but we’ve still got a long way to go.

Opportunity 1

MOBILITY

How will this impact business?

Source: Innovation-Alliance.net

Opportunity 1

MOBILITY

Open APIs will present many opportunities

Source: Innovation-Alliance.net

Opportunity 1

MOBILITY

\\

Are you targeting self-trackers?

MOBILITY=INFORMATION, CONVENIENCE &SOCIAL

All served up on the go, across a variety of screen sizes and devices.

Digital Trend #4

FRAGMENTATION

The true power of social media lies beneath the surface.

Opportunity 1

MOBILITY

We’re experiencing a ripple effect as conversations progress to many niche communities

Opportunity 1

MOBILITYAnd users move to more personal and relevant communities

IT: Tackle Projects in Smaller Chunks

IT: Tackle Projects in Smaller Chunks

IT: Tackle Projects in Smaller Chunks

Opportunity 1

MOBILITY

Internal Social Platforms (like Jive) are changing the way organizations work.

Lowe’s realized $1Million in additional revenue from a new way of selling paint that came from an employee’s idea that was shared and vetted through an internal social collaboration system. *Forbes

It’s very important that you develop a comprehensive strategy...

Focused on niche communities and niche content.

Give social a chance to touch every aspect of your business.

Use new CRM tools to help monitor and measure conversations.

*Image source: SalesForce

MOBILITY=INFORMATION, CONVENIENCE &SOCIAL

All served up on the go, across a variety of screen sizes and devices.

Digital Trend #5

LOCATION

“91% of National Brands plan on maintaining or increasing budget on local marketing. *Balihoo Research

"Mobile advertising, it grew from an almost insignificant category to a now meaningful category in under two years” - David Silverman PWC

US Mobile Ad Spending Projections:

“By 2015, companies that focus on integrated processes for local marketing enablement will increase revenue by 15-20%.” - Gartner, 2012

“By 2015, companies that focus on integrated processes for local marketing enablement will increase revenue by 15-20%.” - Gartner, 2012

Location is the New Context

Google relies heavily on location

Apps like Waze are finding new ways to target consumers.

Geofencing presents huge targeting opportunities.

“We decided that rather than try to create behavior, we would take the behavior that was already there and just help people do it more easily,” - CMO, Dewayne Chambers

Passbook creates an easy way to integrate loyalty programs with localization capabilities.

“Location isn’t just about offering a deal when a customer is near a retail outlet. It’s about understanding the tapestry of data that customers create over time. Fail to listen (and respond) at your own peril.” - John Battelle, battellemedia.com

THANK YOU