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Futures of the Internet presentation

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  • Same revenues in the U.S. dropped from a high of $14.6 billion in 1999 to $10.4 billion in 2008. The Economist and The New York Times report that the downward trend is expected to continue for the foreseeable future[8][9] —Forrester Research predicts that by 2013, revenues in USA may reach as low as $9.2 billion
  • A lot of Youtube’s video discovery and consumption also takes place on 3rd party sites (See grey table for examples)Videos viewed at YouTube surged from 6.3 billion in Jan '09 to 13.2 billion in Dec '09. To put this in perspective, Google closed its acquisition in Nov '06. In Jan '07 (the first month comScore publicly released online video data), YouTube notched 1.2 billion views. That means that in the 3+ years that Google has owned YouTube, it has grown more than 10x in size. More amazing is that even with all the growth by other sites (particularly Hulu), YouTube has kept up its approximate 40% share of the overall online video market, starting the year at 42.9% and ending at 39.8%.
  • Transcript

    • 1. Futures
      The 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”
    • 2. Change like never before
      • Record Industry gone – well nearly
      • 3. Craig’s List – Trashed newspapers classified revenues
      • 4. 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
      • 5. Skype trashed phone company revenues – particularly long distance.
      • 6. Broadband – is about to land many new TV services.
      • 7. Facebook – is connecting the globe
    • June 15, 2010
      3
      The internet is the change agent
      Then & Now
      2000>> 2010
      adults who use the internet
      THEN: slow, stationary connections built around my computer
      79%
      46%
      have broadband at home
      64%
      5%
      own a cell phone
      50%
      82%
      NOW: faster, mobile connections built around outside servers and storage
      connect wirelessly
      59%
      0%
      use “cloud”
      >66%
      <10%
      tech social networkers
      48%
      0%
    • 8. Australian online population in 2010
      4
      9 in 10have broadbandat home
      Over 17 million Australians are online
      40% use Internet while
      watching TV
      They look at 92 domains
      and 3,029 pages
      THEY SPEND
      22h hours online
      15 hours watching TV
      10.3h listening to radio
      3.4h and 2.1h reading newspaper
      and magazines
      Source : Nielsen online consumer report Feb 2011
    • 9. Agenda
      Numbers
      Key Themes 2015:
      Mobile - number 1 screen
      Search - Internet is going search centric
      Social - Ads socially enabled
      Video - Explosion in Rich media content
      Trading – DSP’s Advertisers will learn to love the data
      Who is doing this well?
    • 10. Mobile Internet
    • 11. So why should we care?
      Mindbox confidential and proprietary
    • 12. Australians are searching more from mobile devices
      Android Nexus One
      Mobile web adoption 8x faster than the desktop web
      Moto Droid & Eris
      12%of all Google queries in Dec 2010 came from mobile devices
      Android myTouch
      3,000% + growth in 3 years
      iPhone 3GS
      Palm Pre
      Blackberry Storm
      Android G1
      iPhone 3G
      iPhone
      2008
      2009
      Source: Google Internal Data, based on a basket of 20,000 keywords
    • 13. People use their phone differently
      9
      Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’
    • 14. And they use it constantly throughout the week
      10
      Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile
      Desktop Search Queries
      Mobile Search Queries
      Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
    • 15. Most of the activity on mobiles is new.
    • 16. It’s not just iPhone.
    • 17. Largely driven by social media.
    • 18. Search
    • 19. So What About Search
      • We don’t need advertising anymore because we can find anything we want. – Google Founder
      • 20. 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
      Video: Over 500 million
      queries globally each day on YouTube
      Mobile: 50% of people using Internetvia smart phones start with Search.
      Over 30% of mobile searches are for local info
    • 21. Online Usage Trends
      Stickiness: Categories
      Source : Nielsen NetView March 2011
    • 22. Online Usage Trends
      Stickiness: Search Category
      Search 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
    • 23. Video
    • 24. The rise of the YouTube generation
    • 25. Online video vs other medium
    • 26. YouTube - the tip of the iceberg!
      Source: Comscore Video matrix // Techcrunch
    • 27. Social Media
      It’s not about campaigns.
    • 28. Converse CMO
      • Social media isn’t even a two-way conversation –- it’s more complicated than that.
      • 29. 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.
      • 30. Which is why we focus on a couple of core marketing truths via social – be relevant, make a connection, be useful
    • Social Media Landscape
      Unique Audience
      Online Usage Trends
      • 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
      • 31. 64.9% of Australian online users now use Facebook. This has increase of over 3% month on month.
      Source : Nielsen NetView March 2011
    • 32. 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
    • 33. Online is about engagement
      3 in 4 of online Australians consultother people’s online reviewsand comments about brands, products or services.
      1 in 2 actively participate in online discussions about brands or provide their own comments
      Video content found online is the 2nd
      most popular form of online
      brand engagement
      Source : Nielsen online consumer report Feb 2011
    • 34. Search is already social
      28
    • 35. Social Graph
    • 36. Understand
      Be useful
      Be live
      Social Space
      Research & Listen
      Curation
      Content
      YouTube
      Twitter
      Flickr
      Delicious
      Facebook
      Networks
      Plan/iterate
      Measure
      Active listening
      Aggregation
      Outreach
      Moderation
      APIs
      Widgets / tools
      Editorial
      Optimise assets
      M&S assets
      On-site UGC
      Connecting
      Platforms
      Principles
      Processes
      Social Spaces Framework
    • 37. Marketers will learn to love data
    • 38. Internet provides Real Time Insights about your brand
      Google runs 100’s of experiments/day
      Amazon runs more than 200 tests/day at any point
      Volkswagen Germany discovered that 15 searches on Golf = 1 saleTrommsdorff & Drüner: VW Golf econometric modeling 2010
    • 39. Media Changes
      SSP – Sell side platforms
      DSP – Demand side platforms
      These replace performance networks.
      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.
    • 40. 5 Coolest Brands with Gen Y
      Apple
      Converse
      Trader Joe’s
      Whole Foods
      Amazon
    • 41. 5 Coolest Brands with Gen Y: Amazon
    • 42. 5 Coolest Brands with Gen Y: Converse All Star
    • 43. 5 Coolest Brands with Gen Y: Converse All Star
    • 44. 5 Coolest Brands with Gen Y: Whole Foods
    • 45. 5 Coolest Brands with Gen Y: Whole Foods
    • 46. Opportunity
      in
      You have to be available on all devices and it all needs to work. It’s no different to being on a supermarket self.
      2011
      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,
      Everything needs to work on mobile.
      THE FUTURE IS NOW

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