5 Global Trends workshop

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Digital Trends for 2012

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5 Global Trends workshop

  1. 1. 5 TRENDS Workshop DIGITAL MEDIA PITCHKevin Lourens & Savannah Wally Twitter: @native imc.native.co.za
  2. 2. WORKSHOP FOCUSTrend 1: Media focusTrend 2: Digital skillsTrend 3: Impact of MobileTrend 4: Online ListeningTrend 5: Measurement & ROINATIVE WORKSHOP
  3. 3. WORKSHOP STRUCTURE» SMS» Register – imc.native.co.za» Question» Your answer» Customised “infographic”» Take outNATIVE WORKSHOP
  4. 4. NATIVE WORKSHOP
  5. 5. TREND 1 SHIFTING MEDIA FOCUS imc.native.co.zaNATIVE WORKSHOP
  6. 6. WHERE HAVE YOU INCREASEDSPEND IN 2012 VS. 2011?1. Paid traditional media2. Paid digital media3. Earned/ Owned mediaNATIVE WORKSHOP
  7. 7. INCREASED MEDIA SPEND (2012 vs. 2011)* Fastest Growing *Source “Society of Digital Agencies Report 2012” GLOBAL TRENDS NATIVE WORKSHOP
  8. 8. WHY THE SHIFT?» Reach and rapid deployment» Measurable» Drive “Call to Action” and clicks» Relevance and targetingNATIVE WORKSHOP
  9. 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. 10. TREND 2 FOCUS ON SKILLSNATIVE WORKSHOP
  11. 11. WHICH SKILLS WILL YOURDIGITAL AGENCY/ BUSINESSINVEST IN THIS YEAR?1. Measurement & analytics2. Content development3. MobileNATIVE WORKSHOP
  12. 12. SKILLSPRIORITISATION(2012 vs. 2011)Source “Society of Digital Agencies Report 2012” NATIVE WORKSHOP
  13. 13. NATIVE WORKSHOP
  14. 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. 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. 16. TREND 3 MOBILE MARKETINGNATIVE WORKSHOP
  17. 17. WHAT DO YOU MOSTLY USEMOBILE MARKETING FOR?1. Purchase intent2. Brand awareness3. Brand favorabilityNATIVE WORKSHOP
  18. 18. MOBILE MARKETING OBJECTIVES (2012 vs.2011)Source “Insight Express 2011” GLOBAL TRENDS NATIVE WORKSHOP
  19. 19. NATIVE WORKSHOP
  20. 20. NATIVE WORKSHOP
  21. 21. NATIVE WORKSHOP
  22. 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. 23. TREND 4 LISTENING ON SOCIAL MEDIANATIVE WORKSHOP
  24. 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. 25. LISTENING TO ONLINE CONVERSATIONSABOUT YOUR BRAND/S?Source “Alterian Eight Annual Survey 2011” GLOBAL TRENDS NATIVE WORKSHOP
  26. 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. 27. KEY TAKE OUTIn social media listening is key, but a lot of marketers arestill not listening effectively.NATIVE WORKSHOP
  28. 28. TREND 5 ROI & MEASUREMENTNATIVE WORKSHOP
  29. 29. WHAT IN YOUR VIEW PROVIDESTHE MOST MEASURABLE ROI?1. Traditional Media2. Social Media3. SearchNATIVE WORKSHOP
  30. 30. WHICH MEDIA PROVIDES MOSTMEASURABLE ROI?Source “ DMMA 2011” NATIVE WORKSHOP
  31. 31. TRADITIONAL MEDIA BOUGHT EARNED OWNED MANAGED IMPRESSIONS OPTIMISATIO NNATIVE WORKSHOP
  32. 32. FULL MEDIA INTEGRATION MODEL BOUGHT EARNED OWNED MANAGED IMPRESSIONS LANDING PAGES BOND CONVERSIONS OPTIMISATION OPTIMISATIONNATIVE WORKSHOP
  33. 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. 34. KEY TAKE OUTSearch & Social are the most measureableIncreased focus on campaign ROIROI clarity will come from full media integrationNATIVE WORKSHOP
  35. 35. DIGITAL MEDIA PITCH THANK YOU

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