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5 Global Trends workshop

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Digital Trends for 2012

Digital Trends for 2012

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  • 1. 5 TRENDS Workshop DIGITAL MEDIA PITCHKevin Lourens & Savannah Wally Twitter: @native imc.native.co.za
  • 2. WORKSHOP FOCUSTrend 1: Media focusTrend 2: Digital skillsTrend 3: Impact of MobileTrend 4: Online ListeningTrend 5: Measurement & ROINATIVE WORKSHOP
  • 3. WORKSHOP STRUCTURE» SMS» Register – imc.native.co.za» Question» Your answer» Customised “infographic”» Take outNATIVE WORKSHOP
  • 4. NATIVE WORKSHOP
  • 5. TREND 1 SHIFTING MEDIA FOCUS imc.native.co.zaNATIVE WORKSHOP
  • 6. WHERE HAVE YOU INCREASEDSPEND IN 2012 VS. 2011?1. Paid traditional media2. Paid digital media3. Earned/ Owned mediaNATIVE WORKSHOP
  • 7. INCREASED MEDIA SPEND (2012 vs. 2011)* Fastest Growing *Source “Society of Digital Agencies Report 2012” GLOBAL TRENDS NATIVE WORKSHOP
  • 8. WHY THE SHIFT?» Reach and rapid deployment» Measurable» Drive “Call to Action” and clicks» Relevance and targetingNATIVE WORKSHOP
  • 9. KEY TAKEOUTMedia budgets indicate a significant shift from traditional todigital advertising, with a biggest focus on earned/ownedcontentFocus on building owned platforms to foster long termengagement and interaction with prospectsNATIVE WORKSHOP
  • 10. TREND 2 FOCUS ON SKILLSNATIVE WORKSHOP
  • 11. WHICH SKILLS WILL YOURDIGITAL AGENCY/ BUSINESSINVEST IN THIS YEAR?1. Measurement & analytics2. Content development3. MobileNATIVE WORKSHOP
  • 12. SKILLSPRIORITISATION(2012 vs. 2011)Source “Society of Digital Agencies Report 2012” NATIVE WORKSHOP
  • 13. NATIVE WORKSHOP
  • 14. TAKE OUTS» Owned/Earned Media depends quality content – there is a demand for people who can create that content» Mobile access is overtaking desktop internet access, therefore mobile skills are in high demand. Think “Mobile first”» More data from more platforms means better analytics skills are requiredNATIVE WORKSHOP
  • 15. TACKLING THE SKILLSSHORTAGE» Invest in training staff – marketers need to become digital» Support industry initiatives to grow the overall skill base» Create working environments that will attract the best digital talentNATIVE WORKSHOP
  • 16. TREND 3 MOBILE MARKETINGNATIVE WORKSHOP
  • 17. WHAT DO YOU MOSTLY USEMOBILE MARKETING FOR?1. Purchase intent2. Brand awareness3. Brand favorabilityNATIVE WORKSHOP
  • 18. MOBILE MARKETING OBJECTIVES (2012 vs.2011)Source “Insight Express 2011” GLOBAL TRENDS NATIVE WORKSHOP
  • 19. NATIVE WORKSHOP
  • 20. NATIVE WORKSHOP
  • 21. NATIVE WORKSHOP
  • 22. KEY TAKE OUTSMobile devices are the #1 Media Channel in South AfricaMost people are comfortable mobile adsMost mobile campaigns are currently focusing on brandawarenessNATIVE WORKSHOP
  • 23. TREND 4 LISTENING ON SOCIAL MEDIANATIVE WORKSHOP
  • 24. WHAT LEVEL OF UNDERSTANDINGDO YOU HAVE ABOUT THECONVERSATION HAPPENINGAROUND YOUR BRAND/ BUSINESS?1. Very little2. We are using a few ad-hoc tools3. We are reporting regularly to managementNATIVE WORKSHOP
  • 25. LISTENING TO ONLINE CONVERSATIONSABOUT YOUR BRAND/S?Source “Alterian Eight Annual Survey 2011” GLOBAL TRENDS NATIVE WORKSHOP
  • 26. » 50% of companies say their social media efforts are serious but not a core function;16 percent reward customers whose ideas they use;» Only 16% claim that their companies’ listening and engagement initiatives are integrated with sales, marketing, and customer service;» 64% incorporate customer feedback into products or services» 76% distribute customer feedback internally;» 31% are enhancing sales by offering incentive programs for customers who engage online, including deals and discounts; and» 70% percent of business-to-business executives use social media in decision-making processes.NATIVE WORKSHOP
  • 27. KEY TAKE OUTIn social media listening is key, but a lot of marketers arestill not listening effectively.NATIVE WORKSHOP
  • 28. TREND 5 ROI & MEASUREMENTNATIVE WORKSHOP
  • 29. WHAT IN YOUR VIEW PROVIDESTHE MOST MEASURABLE ROI?1. Traditional Media2. Social Media3. SearchNATIVE WORKSHOP
  • 30. WHICH MEDIA PROVIDES MOSTMEASURABLE ROI?Source “ DMMA 2011” NATIVE WORKSHOP
  • 31. TRADITIONAL MEDIA BOUGHT EARNED OWNED MANAGED IMPRESSIONS OPTIMISATIO NNATIVE WORKSHOP
  • 32. FULL MEDIA INTEGRATION MODEL BOUGHT EARNED OWNED MANAGED IMPRESSIONS LANDING PAGES BOND CONVERSIONS OPTIMISATION OPTIMISATIONNATIVE WORKSHOP
  • 33. MARKETING HAS EVOLVED OVER THE PAST SEVERAL YEARS FROM A PRIMARILY CREATIVE DISCIPLINE TO A HIGHLY ANALYTICAL, MEASURABLE AREA & SIGNIFICANT REVENUE GENERATOR. THE PRESSURE ON MARKETER’S TO TRACK & MEASURE CAMPAIGNS IS EVER-INCREASING.NATIVE WORKSHOP
  • 34. KEY TAKE OUTSearch & Social are the most measureableIncreased focus on campaign ROIROI clarity will come from full media integrationNATIVE WORKSHOP
  • 35. DIGITAL MEDIA PITCH THANK YOU