What To Focus On In 2010
5 Key Interactive Trends
2009 was a landmark year for the interactive space. The downturn in the economy
forced companies to rethink how they do “business.” We saw companies from every
industry take risks and try something new. Candidly, many of us got a lot smarter by
watching the mistakes of other companies. But, even with those mistakes to learn
from, the industry didnʼt advance the ball as far as it should have.
2010 represents a fresh slate. Questions about broadband penetration, mobile
adoption, the ROI of social media and the demographic makeup of the web have been
answered. With so many technologies, platforms and audiences maturing 2010 is like
a perfect storm of opportunity. But, with so much opportunity, what do we focus on?
The following pages hope to answer that question and prepare us for the type of
thinking weʼll need to bring to the table every day in 2010.
First, Letʼs Set The Record
Straight On Whoʼs Out There
1. Where You Are Will Be More Important Than Who You Are
2. We Will Finally See Mobile Rule
3. Increased Consumer Expectations Will Drive Social Media
Adoption By Companies
4. Online Video Will Grow Up And Become A Dominant Marketing
And Distribution Vehicle
5. The Development And Syndication Of Products, Tools, Apps And
Where You Are Will Be More
Important Than Who You Are
Online local advertising (excluding
mobile) is currently a $14 billion
industry and poised to grow to over
$15 billion in 2010.
- Borrell Associates
“Over the next ﬁve years, Piper
Jaffray predicts a compound
annual growth rate (CAGR) of 9%
for local online ad dollars,
compared with 4% for national
foursquare is poised to grow like
twitter did. This year alone, itʼs
grown 900%. Loopt, itʼs primary
competitor already has over 1
million members. Facebook
becomes more local by the day.
• Location based social network
• Acts more like a game
• Every time you visit a location, you “check-
in” using foursquare
• Checking-in earns members points
• Checking-in also notiﬁes your friends that
youʼre at that location
• Companies can provide offers to users
based on their location
• For example, my checking in at a Rite Aid,
could prompt a message to visit a retailer
to purchase a lottery scratch ticket
There are currently over 276
million wireless users in the United
States. In 2009 they sent over 1
trillion text messages.
“While data usage is growing most rapidly
among smartphone users...increased mobile
media consumption is leading Web publishers
to create more user-friendly versions of their
mobile sites, which in turn is lifting mobile Web
access among non-smartphone users."
- Gartner Analyst, Andrew Frank
Total U.S. spend on mobile
marketing will grow from $1.7
billion this year to $2.16 billion in
- Mobile Marketing Association
UPS Integrates Mobile For Success
• In the United States, UPS has particularly • The campaign is ongoing and will proceed
high-volume seasonal and part-time hiring through the holidays, but from Aug. 1 to Oct.
needs during its peak delivery time-frame 3 the initiative received 8,054 mobile opt-ins.
between the Thanksgiving to Christmas
• “People are more engaged when theyʼre
texting you than they might be with just
• Trackability, ROI and effectiveness of reading a print ad, then ﬁnding a computer or
previous campaigns were poor or otherwise a fax machine. Those response methods
lacking. With a miniscule budget they turned imposed a disconnect. Thereʼs an immediacy
to mobile and the web to drive results. with SMS campaigns. Within seconds, they
had a response to their initial text message
and were able to advance to the next level.
• Print and outdoor ads jobs, offered the
That grows candidate relationships much
choice of going to the UPS hiring Web site at
www.UPSjobs.com/print or texting a short faster than the old way”
code “UPSjobs” to 95495.
Expectations Will Drive Social
Media Adoption By Companies
Dell has generated $6.5 million in
incremental sales directly through
twitter during the past 2 years.
- Ofﬁcial Dell Blog
81% of CMOs will increase their spending
on social media marketing next year and
more often tie that spend to their revenue
expectations and overall business goals.
- The CMO Club
37% of companies site “We donʼt know
enough about social media to know
where to begin” as their reason for not
investing in social media.
- Russel Herder Research
From Social Media To Social Business
• Itʼs about a cultural change and shift in business • From warranty questions to product availability to
philosophy. Itʼs also about continually testing and product pricing and even product selection, the
learning. Twelpforce are their 24/7 and 365 to answer questions
• To compliment several of their other social initiatives • To roll out the program, Best Buy invested millions into
like Best Buy Exchange, Best Buy launched a national advertising campaign that spanned TV, print,
Twelpforce FSI and online
• Twelpforce is a ﬁrst of itʼs kind customer service • The genius of this is that Twelpforce requires no
initiative that empowers EVERY employee to be a investment in infrastructure. Twitter is the
customer service agent focused on helping customers infrastructural back end that enables Best Buy
employees to connect with customers.
• “Twelpforce is obviously an experiment. A very public
one. And with this publicity comes a certain amount of
risk. In my view, it is a risk well worth taking for many
reasons.” - Barry Judge, Best Buy CMO
Online Video Will Grow Up And
Become A Dominant Marketing
And Distribution Vehicle
The average online video viewer
watches 9.8 hours of video per
The Simpsons got a $60 CPM on
hulu. Nearly 50% more than the
average CPM on Foxʼs traditional
prime time television slot.
Online video consumption is no longer
just short clips on youTube. 35% of
adult internet users have watched
television shows and movies online.
- Pew Internet & American Life
• Coca-Cola Co.ʻs Nestea brand saw a sales
decline of 4.8 percent versus a year ago
• To reconnect with their core demographic,
Millenials age 18 - 34 they turned to a
massive online video initiative
• Nestea brand is the sole sponsor of a series,
titled “CTRL” being released this past summer
• CTRL released episodes exclusively through
online video services including gaming
• Nestea wasnʼt part of the credits; it was part of
The Development And
Syndication Of Products, Tools,
Apps And Services Will Explode
Kindle sales are now 35% of book
sales when Kindle editions are
available. Amazing when you
consider the $399 cost of a Kindle.
- Jeff Bezos, Amazon
After only 3 months of being in
market, the Pizza Hut iPhone app
has generated $1 million in
- Bernard Acoca, Pizza Hut
Nike Plus now has over 2 million
members and is credited with
driving their running shoe category
from 48% in 2006 to 61% in 2008.
- Nike and AdAge
• Launched in December 2008
• “iFood Assistant” costs $0.99
• A top 100 app & #2 in the lifestyle category
• Ties into a consumerʼs KraftFoods.com
account, making the app personalized
• Offers recipes, cooking tips, shopping lists
• “When a marketer creates something
that's actually useful, consumers don't
really see it as straight marketing, or
they're at least willing to accept advertising
as the payoff.”
Youʼve seen how some companies found success in 2009. But, for every
one of those companies, thereʼs hundreds that either caught on too late, still
havenʼt invested, or failed to make “it” work. Data and insights are
important. But, ultimately itʼs our ability to apply the data and insights that
will separate us from the competition and drive meaningful measurable
results for your business.
Mastering these 5 trends will place us ahead of the curve in 2010. Letʼs
kickoff 2010 the right way, keep the accelerator down and never let up.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.