2013 National Road Ahead Series - The Royals

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At the 2013 National Road Ahead Series – Marketing, we had the privilege of being joined by guest speaker Steve O'Farrell, Director of the Royals, who shared insights into the latest digital and social media marketing trends and what this means for businesses.

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2013 National Road Ahead Series - The Royals

  1. 1. Michael Page2013TRENDSBRIEFINGFebruary 21st, 2013Steve O’Farrell, The Royals
  2. 2. Today’s Presentation 2013 Key Trends What does this mean? Planning Operations Agency Relationships Media
  3. 3. 2013KEYtrends
  4. 4. Weekly time spentacross media by online australians 21:54 15:30 9:48 5:24 3:30 4:12 2:12Magazine Newspaper Internet Internet Radio Broadcast Internet via mobile via tablet TV Australian Online Consumer Landscape, Neilsen, March 2012
  5. 5. Average time spenton the internet each week 22.6 hrs 21.2 hrs Total 21.9hrs 20.9 hrs 20.8 hrs 18.7 hrs 26.2 hrs 24.4 hrs 16-24 Yrs 25-34 Yrs 35-44 Yrs 45-59 Yrs 60+ Yrs Australian Online Consumer Landscape, Neilsen, March 2012
  6. 6. Devices usedto access the internet 82% amongst smartphone owners 2011 55% 20% 18% 15% 11% Mobile Tablet Games Portable Media Internet Enabled Phone Console Player TV/ Smart TV 2010 50% 10% Australian Online Consumer Landscape, Neilsen, March 2012
  7. 7. The gap betweenFIRST & SECONDSCREEN NARROWS
  8. 8. TV and TwitterPUMP UP EACHOTHER’S TYRES
  9. 9. Strategies used Of the 83 total Non-CBS/NFL ads, brands used the following cross-channelto access the internet strategies to drive traffic from their ads.
  10. 10. Twitter and TV’ssymbiotic relationshipDiscovery Engagement TV
  11. 11. Technology for marketing,not IT directors
  12. 12. ProductDEVELOPMENT
  13. 13. Mobile appsTHE NEWMICROSITE
  14. 14. So what does this meanFOR MARKETERS?
  15. 15. Legacy marketing model:Impressions based
  16. 16. Contemporary marketing model:Expressions based
  17. 17. Operational vs.IDEA INTEGRATION
  18. 18. Operation integration vs.Idea Intergration Marketing Merchandising VM Operations Store Managers Technology ACTION AWARENESS Advocacy Marketing Marketing Customer Service
  19. 19. Operationalintegration...ESPECIALLY IMPORTANTFOR SOCIAL
  20. 20. Focus on holdingpeople’s attentionRATHER THAN GRABBING IT
  21. 21. Social Care vs.CUSTOMER CARE
  22. 22. ‘State of the media: the social media report 2012’,Nielsen, 2012
  23. 23. Channels used toAccess social careConsumers turn to a wide variety of social media platforms for socialcare. Social media users are most likely to comment on or ask aquestion about a company’s product or service on Facebook, bothon the company’s page (29%) and on their personal page (28%). Facebook | Company’s Page Facebook | User’s Personal Page Official Company Blog Twitter | Personal Handle (no @mention of company) Twitter | Company’s Handle (tweet from user’s personal handle including an @mention of company) YouTube | Company’s Channel YouTube | User’s Personal Channel UserNon-company Blog
  24. 24. Don’t buy mediaHIJACK IT
  25. 25. SummaryTrends• The gap between first and second screen narrows• TV & Twitter pump up each other’s tyres• Technology for Marketing, not IT Directors• Product development• Mobile apps the new micrositeWhat this means• Expressions vs. impressions based marketing• Operational integration vs. idea integration (esp. for social)• Focus on holding people’s attention vs. grabbing it• Social care vs. customer care• Don’t buy media, create (or hijack) it
  26. 26. More Reading forDigital Trends in 2013http://www.forbes.com/sites/onmarketing/2013/02/12/a-realists-guide-to-marketing-in-2013/http://econsultancy.com/au/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedleinhttp://www.cmo.com/articles/2012/12/18/7-digital-marketing-trends-to-watch-in-2013.frame.htmlhttp://cdn1.hubspot.com/hub/53/2013-Marketing-Trends-01.pdfhttp://www.forbes.com/sites/ciocentral/2012/12/20/follow-the-money-digital-marketing-trends-for-2013/http://www.idgconnectmarketers.com/marketing-2013-top-predictions-for-us-marketers/
  27. 27. THANKSSteve O’Farrell, The Royals0423 063 624 | steveo@theroyals.com.au

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