Digital isn't everything, it's part of the pie

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Presentation around digital trends and learnings for the printing industry, specifically how printing can benefit and compliment digital.

Presentation around digital trends and learnings for the printing industry, specifically how printing can benefit and compliment digital.

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  • Hi Dominique,

    Thanks for making the presentation available online. I'd just like to follow up on a question I had on the day, which was do you have any stats on the efficacy (and pitfalls) of eDMs and purls in Australia and the more mature markets in the UK and US?

    Cheers
    Cefn
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  • 1. Digital isn’t everything - it’s part of the pie 25th February, 2011withcollective.comSaturday, 26 February 2011
  • 2. Who am I? Dominique Hind Founder & Director WiTH Collectivewithcollective.comSaturday, 26 February 2011
  • 3. Before we start....withcollective.comSaturday, 26 February 2011
  • 4. Digital Quizwithcollective.comSaturday, 26 February 2011
  • 5. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month?withcollective.comSaturday, 26 February 2011
  • 6. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day)withcollective.comSaturday, 26 February 2011
  • 7. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day)withcollective.comSaturday, 26 February 2011
  • 8. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day) 2. What were the most popular search terms in 2010?withcollective.comSaturday, 26 February 2011
  • 9. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day) 2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieberwithcollective.comSaturday, 26 February 2011
  • 10. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day) 2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieberwithcollective.comSaturday, 26 February 2011
  • 11. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day) 2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber 3. How many searches do consumers do before buying insurance?withcollective.comSaturday, 26 February 2011
  • 12. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,900,000 (10,200,000 from the web, 25mins a day) 2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber 3. How many searches do consumers do before buying insurance? 6.5 searcheswithcollective.comSaturday, 26 February 2011
  • 13. What this session is about? 1. Australian’s Online 2. What are the 3. Five actions Habits opportunities? 15 mins 35 mins 10 minswithcollective.comSaturday, 26 February 2011
  • 14. What this session is about? 1. Australian’s Online 2. What are the 3. Five actions Habits opportunities? 15 mins 35 mins 10 mins s ues tion Q med , w elco out ough ave thr e h but w time at s ome end thewithcollective.comSaturday, 26 February 2011
  • 15. 1. What are Australian’s doing online? 1. Australian’s 2. What are the 3. Five actions Online Habits opportunities?Saturday, 26 February 2011
  • 16. 1. What are Australian’s doing online? 1. Australian’s 2. What are the 3. Five actions Online Habits opportunities?Saturday, 26 February 2011
  • 17. Look backwards to Look forwardwithcollective.comSaturday, 26 February 2011
  • 18. Quick history of the Internetwithcollective.com “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 19. Quick history of the Internet 1969 1971 1983 1989 1990 1990 Internet First First WWW DSL Internet was Born eMail Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Soldwithcollective.com “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 20. Quick history of the Internetwithcollective.com “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 21. Quick history of the Internet 2000 2000 2000 1998 2001 2001 Google File .Com Google iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580Mwithcollective.com Web “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 22. Quick history of the Internetwithcollective.com “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 23. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube 2007 2008 iPhone & 1/8 2010 Married 2009 iTouch Couples Dell Sells met $6M via online in Twitterwithcollective.com USA “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 24. Quick history of the Internet 2006 2006 2006 The 2005 Google YouTube rnet &2006 g 2007 ntup anythin Online YouTube buys I e Opens Tweeting Google isn’t Travel Books YouTube Dig ital ew! n g for min e n co ow! It ’s be 30yrs n arly 2007 2008 iPhone & 1/8 ne 2010 Married 2009 iTouch Couples Dell Sells met $6M via online in Twitterwithcollective.com USA “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderSaturday, 26 February 2011
  • 25. the creatorThe first Browser 1990 The first website 1991Sir Tim Berners-Lee withcollective.comSaturday, 26 February 2011
  • 26. Australian’s online in 2009 & 2010 Of Australian Spent online every 84% Of Australians are online 98% internet users 17.6 week, by the average have home broadband hrs Australian internet user Have used a Of video uploaded to 36% mobile to access 96% Have made a purchase online 20 YouTube every the internet Nielsen Online Internet and Technology Report 2009-10 hrs minutewithcollective.comSaturday, 26 February 2011
  • 27. !"#$%&(%")!%"$&(*!&+$%,(-(.+$%,(/010(withcollective.comSaturday, 26 February 2011
  • 28. Australian’s eCommerce spend *Forecastwithcollective.comSaturday, 26 February 2011
  • 29. Australian’s eCommerce spend Australian’s eCommerce Australian’s spend in eCommerce 2012 spend in 2009 $33.8 billion* $18.5 billion *Forecast Source: eMarketer Australian Online Report, April 2010 & Source: eCommerceReport.com.au Nielsen Internet Technology Report, 2009 – 2010 (April 2010)withcollective.comSaturday, 26 February 2011
  • 30. What are females doing online?withcollective.comSaturday, 26 February 2011
  • 31. What are females doing online? 1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand termswithcollective.comSaturday, 26 February 2011
  • 32. What are females doing online? 1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand terms Digital advocacy & trusting opinionswithcollective.comSaturday, 26 February 2011
  • 33. What are males doing online?withcollective.comSaturday, 26 February 2011
  • 34. What are males doing online? Streaming videos & Generic terms Sport is key early in the week & downtime activity Fewer searchers on weekends Land at review siteswithcollective.comSaturday, 26 February 2011
  • 35. What are males doing online? Streaming videos & Generic terms Sport is key early in the week & downtime activity Fewer searchers on weekends Land at review sites Influenced, but make their own decisionwithcollective.comSaturday, 26 February 2011
  • 36. What are males doing online? ers oth gend me - B e sa for m th ne. Streaming videos & erGeneric termsff li p Fewer searchers Sport is key early in the week & downtime activity n &o on weekends Lando review sites at Influenced, but make their own decisionwithcollective.comSaturday, 26 February 2011
  • 37. What’s happening by age group?withcollective.comSaturday, 26 February 2011
  • 38. What’s happening by age group?16yrs 50yrs+ DOWNTIME FUNCTIONAL Social networking Travel Instant Messenger Government Downloading Paying bills Email - 98% Email - 98% Email - 99% COMMUNICATION CHANNELS Messenger - 97% Phone - 89% Phone - 90% Mobile - 91% Mobile - 83% Mobile - 62% Phone - 81% Messenger - 74% Messenger - 52% Social - 76% Social - 51% Skype - 43% Skype - 61% Skype - 49% Social - 24% withcollective.comSaturday, 26 February 2011
  • 39. What’s happening by age group?16yrs 50yrs+ DOWNTIME FUNCTIONAL Social networking Travel Instant Messenger Government Downloading Paying bills es & ting ll ag get A - 98% e rs ar more Email - 98% Email Email - 99% e COMMUNICATION CHANNELS ge ndPhone -e & mor fortable g Messenger - 97% 89% Phone - 90% Mobile - 91% com nicatin Mobile - 83% Mobile - 62% mu e. om - 74% cMessenger nlin o Phone - 81% Messenger - 52% Social - 76% Social - 51% Skype - 43% Skype - 61% Skype - 49% Social - 24% withcollective.comSaturday, 26 February 2011
  • 40. Multi-tasking is becoming the norm • 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on. Source: ninemsn Media Usage Study 2010withcollective.comSaturday, 26 February 2011
  • 41. Multi-tasking is becoming the norm • 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on. ided ne - Div onli tion ’s an tten ere a h so t ity to c atch tun in an por ple op eo ay. p ng w eng agi Source: ninemsn Media Usage Study 2010withcollective.comSaturday, 26 February 2011
  • 42. Newspapers decreasing, Digital increasingwithcollective.comSaturday, 26 February 2011
  • 43. Digital channels continue to grow 1970 Newspapers Broadcast TV Magazines Broadcast Radio Eight Trackwithcollective.comSaturday, 26 February 2011
  • 44. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networkswithcollective.comSaturday, 26 February 2011
  • 45. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networkswithcollective.comSaturday, 26 February 2011
  • 46. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes dia me ng Radio Online Video igi tal owi DWalkman gr CD Player Mobile Video VCR is end an cli ent Personal Computer MMORP Games sp r th ts ste dge Cable TV Satellite Television Instant Messaging fa bu Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networkswithcollective.comSaturday, 26 February 2011
  • 47. What does this mean for you?withcollective.comSaturday, 26 February 2011
  • 48. What does this mean for you? • People are time poor, they are spending more time doing things with more background noise & not giving anything 100% of their attention. • They are looking for simplicity & value. • They are looking for personal recognition. – Rise in social isn’t about others, it is actually about the individual.withcollective.comSaturday, 26 February 2011
  • 49. Time out Questions ThoughtsSaturday, 26 February 2011
  • 50. 2. What are the opportunities? How can print compliment digital? 1. Australian’s 2. What are the 3. Five actions Online Habits opportunities?Saturday, 26 February 2011
  • 51. 2. What are the opportunities? How can print compliment digital? 1. Australian’s 2. What are the 3. Five actions Online Habits opportunities?Saturday, 26 February 2011
  • 52. What is the customer journey?withcollective.comSaturday, 26 February 2011
  • 53. What is the customer journey? Attract Engage Transact Retain Growwithcollective.comSaturday, 26 February 2011
  • 54. What is the customer journey?withcollective.comSaturday, 26 February 2011
  • 55. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website Websitewithcollective.comSaturday, 26 February 2011
  • 56. What is the customer journey? Attract Engage Transact Retain Growwithcollective.comSaturday, 26 February 2011
  • 57. What is the customer journey? Value creation & extension Transferring online Attract Engage Transact Retain Grow Single touch communications Ongoing communicationswithcollective.comSaturday, 26 February 2011
  • 58. What is the opportunity?withcollective.comSaturday, 26 February 2011
  • 59. What is the opportunity? Increased time Increased brand Personal data online = intimacy + capturewithcollective.comSaturday, 26 February 2011
  • 60. withcollective.comSaturday, 26 February 2011
  • 61. withcollective.comSaturday, 26 February 2011
  • 62. withcollective.comSaturday, 26 February 2011
  • 63. What is the opportunity? Increased time Increased brand Personal data online = intimacy + capturewithcollective.comSaturday, 26 February 2011
  • 64. What is the opportunity? Increased time Increased brand Personal data online = intimacy + capture • Downside to this is increased consumer blindness to personalised emails.withcollective.comSaturday, 26 February 2011
  • 65. withcollective.comSaturday, 26 February 2011
  • 66. day Ye ster rke ting 5 8 ma f my 1o mai ls to e unts 5 accowithcollective.comSaturday, 26 February 2011
  • 67. withcollective.comSaturday, 26 February 2011
  • 68. Blu efly 57 mai ls in e 011 ry 2 ly) nua g on Ja tin (m arkewithcollective.comSaturday, 26 February 2011
  • 69. How to overcome consumer blindness?withcollective.comSaturday, 26 February 2011
  • 70. How to overcome consumer blindness? • The biggest opportunity is through offline engagement through printing & personalisation for CRM activity. • The cut through is much higher. • Instead of digital replacing print, print compliments digital.withcollective.comSaturday, 26 February 2011
  • 71. How to overcome consumer blindness?withcollective.comSaturday, 26 February 2011
  • 72. How to overcome consumer blindness? • There needs to be a renewed focus on offline CRM driven by online brand engagement & data capture. ✴ If you know my date of birth, if you know where I live, if you know my name, use it! • This has been forgotten - too much focus on pushing cost efficiencies over value. • However, the pieces will need to be higher cost & more creative.withcollective.comSaturday, 26 February 2011
  • 73. withcollective.comSaturday, 26 February 2011
  • 74. withcollective.comSaturday, 26 February 2011
  • 75. withcollective.comSaturday, 26 February 2011
  • 76. 36 rke ting ma 11 & 20 ma ils in t e Ic an’ er 1 emb remwithcollective.comSaturday, 26 February 2011
  • 77. withcollective.comSaturday, 26 February 2011
  • 78. withcollective.comSaturday, 26 February 2011
  • 79. withcollective.comSaturday, 26 February 2011
  • 80. 36 rke ting ma 11 & 20 ma ils in t e Ic an’ er 1 emb remwithcollective.comSaturday, 26 February 2011
  • 81. withcollective.comSaturday, 26 February 2011
  • 82. uch So m ety, vari an’t I st ill c BUT ember remwithcollective.comSaturday, 26 February 2011
  • 83. withcollective.comSaturday, 26 February 2011
  • 84. withcollective.comSaturday, 26 February 2011
  • 85. What is the challenge? • Getting marketers & agencies to understand impact & value over cost. Print (tactile experiences) Digitalwithcollective.com (one dimensional experiences)Saturday, 26 February 2011
  • 86. What does that mean for you? • Trying to compete & compliment current digital activity will take some time & education (agencies & clients). Understand Educate Test Educate Implement talk to the clients/ educate the agencies choose a test put together a case roll out the marketing & marketing campaign/client to go study to educate the learnings across the departments & departments on what to market with – agencies & agencies & clients realise they just want is possible & how integrated & focused marketing results – understand flexible print can be on results departments how these can be achievedwithcollective.comSaturday, 26 February 2011
  • 87. 3. What are your five actions? Things you need to start today 1. Australian’s 2. What are the 3. Five actions Online Habits opportunities?Saturday, 26 February 2011
  • 88. 3. What are your five actions? Things you need to start today 1. Australian’s 2. What are the 3. Five actions Online Habits opportunities?Saturday, 26 February 2011
  • 89. What are your 5 actions? 1. Understand the digital space 2. Understand the data capabilities of brands & campaigns 3. Tailor your product offering to have increased creativity through the use of data 4. Redevelop your production process that allows short rapid print runs • Online tonight, mail tomorrowwithcollective.comSaturday, 26 February 2011
  • 90. withcollective.comSaturday, 26 February 2011
  • 91. @ n line der ed o day, Or ues 5 am T sday 11.4 W edne ceived 4hrs Re an 2 (le ss th la ter)withcollective.comSaturday, 26 February 2011
  • 92. What are your 5 actions? 1. Understand the digital space 2. Understand the data capabilities of brands & campaigns 3. Tailor your product offering to have increased creativity through the use of data 4. Redevelop your production process that allows short rapid print runs • Online tonight, mail tomorrow 5. Evangelise to Creative Agencies (Studio Managers, Creative Directors, Production Managers) & Clients.withcollective.comSaturday, 26 February 2011
  • 93. What are your 5 actions? 1. Understand the digital space 2. Understand the data capabilities of brands & campaigns 3. Tailor your product offering to have increased creativity through the use of data 4. Redevelop your production process that allows short rapid print runs • Online tonight, mail tomorrow nt 5. Evangelise to Creative Agencies (Studio Managers, Creative Directors, Production Managers) & Clients. C on sta pt ,a da ge an ilor ch ta &withcollective.comSaturday, 26 February 2011
  • 94. Question to you What will you do differently?Saturday, 26 February 2011
  • 95. Questions to meSaturday, 26 February 2011
  • 96. Thank you Want to talk more? Drop me a line: Dominique Hind e: dominique@withcollective.com m: 0403 300 015Saturday, 26 February 2011
  • 97. Thank you Want to talk more? Drop me a line: Dominique Hind e: dominique@withcollective.com m: 0403 300 015Saturday, 26 February 2011