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Digital Landscape

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speech for my client levi´s at their annual digital seminar for all european markets

speech for my client levi´s at their annual digital seminar for all european markets

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  • Délinéarisation of content Best Practice : Skittles Consumers wait to consume content of their choice, when they want it and as they want it. Brand content doesn’t be consume only on the website. It should be exportable at least. What matter for a brand is to be everywhere the consumers are and not only in one point.
  • Fast growing of Internet on Mobile ( cf: success of the Iphone) Best Practice : RATP RA app/Tag on Casino’s products which gives informations on the products   An increasing expectation of continuance : consumers doesn’t want differentiation between the web experience and the all digital experience (in the street, in stores..) This expectation of fluidity and simplicity is all the more so increasing that geolocalization is developing fast.
  • Collaborative Marketing Best Practice: T Mobile/My starbucks Idea       Consumers are more and more to hope for being engaged by brands in different point of the marketing mix.  
  • Brand utility or digital as a product extension Best Practice : Fiat eco drive/Tide Stain Brain Consumers are waiting for comfort from brands. 55% ‘I choose products based on my past experience with them, so I know exactly what I can expect’ Source : Forrester UK
  • Brand content Best Practice: In the motherhood/U dance by Always Consumers appreciate more and more brands’ capacity to overtake the commercial talk and to offer entertaining content.
  • Dataviz Best Practice : Sprint/ The crisis ot the credit       Internet increases the exissting data, in this excess of information, consumers want simplification and understanding.
  • Internet of things Best Practice : Touchatag + Augmented reality (Chocapic case) The border between virtual and real is less and less important, which answer to the ATAWAD’s consumers needs.
  • Social Shopping Best practice : Van’s customize/Dunkin Donut’s Consumers refer more and more to their pairs or other consumers’ comments. They more and more comment their own experiences and like to share it.
  • GERMANY is lagging behind . Possible reasons: traditional concern about privacy issues, skepticism towards new technologies Landscape very diverse on a regional level (StudiVZ and myspace are more popular in the north, Wer-Kennt-Wen in the middle and Lokalisten and Kwick in the south) Facebook is slowly catching and could possibly become the major network in Germany in the near future.

Digital Landscape Digital Landscape Presentation Transcript

  • DIGITAL LANDSCAPE 3 rd December 2009, Paris Kai Platschke, Client Partner LSEMA, Duke/Razorfish
  • 04// INSPIRATIONS 02// FEED 05// SOCIAL 03// TRENDS
  • FEED View slide
  • THE 2009 RAZORFISH FEED REPORT August 2009 1,000 U.S. consumers 50.5% female 49.5% male 4 major age groups 10 major U.S. metros View slide
  • YOU HAVE TO BUILD YOUR BRAND ONLINE. YOU HAVE NO CHOICE.
    • 65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand.
    • 97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand.
  • BRAND CULTURE OR FAN CULTURE 2009 IS THE YEAR OF THE FAN
    • 76% welcomed brand advertising on social networks.
    • 40% of consumers reported having “friended” a brand on Facebook and/or MySpace
    • But …
    • 44% say access to exclusive deals is the main reason.
  • ACTIONS SPEAK LOUDER THAN ADVERTISING DO SOMETHING. DO NOT JUST STAND FOR SOMETHING
    • 97% of consumers report having searched for a brand online
    • 70% have read a corporate blog
    • 67% have watched a commercial or video advertisement on YouTube
    • 65% have played a branded, browser-based game
    • 73% have posted a product or brand review on a web site like Amazon, Yelp, Facebook, or Twitter.
  • BOTTOMLINE DIGITAL BRAND EXPERIENCE CREATES CUSTOMERS
    • According to our study, the overwhelming majority of consumers who actively engage with a brand (e.g., follow a brand on Twitter or enter a contest) can evolve from passive reactors to advocates almost instantaneously:
    • 97% report increased brand awareness
    • 98% show increased consideration
    • 97% will likely purchase a product from the brand
    • 96% may recommend the brand to their friends.
    • 64% of consumers report making a first purchase from a brand because of a digital experience.
  • DIGITAL PRIMACY IF YOU ARE 45 YEARS OLD OR YOUNGER, YOU SPEND SIGNIFICANTLY MORE TIME USING THE INTERNET THAN WATCHING TELEVISION. DIGITAL FLUENCY SPEAKING THE DIGITAL LANGUAGE  THE NEW MAINSTREAM
    • 57% of consumers have actively customized their homepages
    • 84% share links or bookmarks with a friend
    • 55% subscribe to RSS feeds with some frequency
    • 76% regularly watch online video on
    • 73% regularly visit social networking sites
    • 62% listen to music online through web services
    • 24% have already downloaded a branded mobile application
  • THE END.
  • TRENDS
  • MULTI PLATFORM DISTRIBUTION
  • MOBILE MARKETING
  • COLLABORATIVE MARKETING
  • BRAND UTILITY
    • Browse the top 20 stains
    • find stains by name or category
    • Retrieve the Tide stain solution
    • complete with on-the-go tips
    • Fabric Care notes
    • recommended Tide products
    • Contribute Stain Solutions
    • give feedback on how they worked
    • Ask questions
    • connect with other community members
    • store locator
  • BRAND CONTENT Webisodes with more than 60 000 views per episode.
  • DATA VIZ Sprint created this amusing futuristic dashboard ., saying thing like “Your hair has grown 5 millionths of centimeter in the last second”. It's got tickers for eggs being produced, emails being sent, spam emails being received, recent news from The New York Times, CNN, top Google searches of the day, and most importantly, seconds until doughnut day. http://crisisofcredit.com/
  • THE INTERNET OF THINGS Do It Yourself:  A tagged DVD case launches the movie website.  Your coffee mug starts your e-mail application.  Touching a tagged photo initiates a call to that person.
  • SOCIAL CONSUMPTION
  • INSPIRATIONS
  • Location Based Networking Service: Brightkite Augmented Reality Browser: Layar Supported Phone: iPhone sehen Benefit: Where have my friends taken pictures? Put camera on any spot and see social network info desplayed in real time.
  • Cooperation partners: Hasbro Google Task: Create an online-version of the classic game „Monopoly“ to promote the new line extension „Monopoly City Streets“ Idea: Google-Maps-Mashup Benefit: Play with your friends on real maps, buy, sell and build on every street in the world.
  • Who? Udorse What? Tool for Facebook, which allows users to tag brands in pictures (e.g. hotel brand in holiday pics, coke on the table, etc.) Benefit: If someone buys from the tagged brand after klicking the link, the user who set the link gets a provision via PayPal. First Partners: Armani and American Apparel.
  • What? Marketingcampaign Who? Castrol Idea: Connect billboards with cameras, which are connected to central database and detect cars by registration plates. Benefit: The billboard tells the drivers which motor oil is the correct one for their car (Insight: They never know!)
  • Who? Vivox What? Voice-Chat-System for Facebook which can be used by 3rd parties and be integrated into other FB apps Benefit: FB users can finally have high quality voice conversations online
  • Who? Obscura Digital Where? Hard Rock Café in Las Vegas What? Their largest Multi-User Interface Multitouch Wall (5,5m) Benefit: Up to 6 users at the same time, interacting with 100 fotos and videos. Special: Even sound is given individually depending on users´ locations
  • Product: "GloPos" is an intelligent software-algorithm Idea: Find my location with any GSM- or CDMA-network mobile phone without using GPS or WLAN. Benefit: Can even be used withing buildings and underground. Meaningful: Every phone can do this. Huge potential for location based services!
  • What? "Hoccer" is an application for Google Android Idea: Send and receive data via a „throw“ movement How: Data will be send to the "Hoccer„ server – reccipient has then 5 sec time to catch and start download.
  • Who? Microsoft What? New patent for well known captcha procedure Idea: Give it a marketing use! How: Instead of numbers/ letters the user has to repete content of an adverstising banner.
  • What? iPhone-Application from Stylight Use-Case: Take picture of clothes and find them again in online shops. How: Application is linked to databases of partner online shops. Add on: If same piece of clothing not available, tool proposes a similar one and it let´s you compare prices of different shops.
  • Who? ecoATM What? The first recycling-machines for mobile phones in shopping malls How? Put the mobile under a scanner, which will check its status and then offer a voucher for shopping in the mall of same value.
  • SOCIAL
  • OVERALL FINDINGS SOCIAL MEDIA NETWORKS ACROSS EUROPE
  • Source: European Benchmark Survey, Q2 2008 & 2009 Base: 13,834 EU online adults 2009 (2008) FR Online adults 13% (13%) 20% (23%) 6% (7%) 25% (9%) 51% (54%) 39% (42%) UK Online adults 16% (15%) 21% (20%) 6% (5%) 39% (28%) 50% (49%) 36% (42%) Germany online adults 9% (11%) 13% (14%) 4% (4%) 22% (17%) 39% (38%) 50% (53%) Spain Online adults 16% (14%) 22% (22%) 8% (9%) 24% (11%) 56% (57%) 37% (38%) Italy Online adults 25% (22%) 26% (22%) 7% (8%) 34% (11%) 53% (53%) 35% (41%) Users CREATORS CRITICS COLLECTOR JOINERS SPECTATOR INACTIVES ONLINE USER DECLINATION JOINERS RISING HIGH ONLY 1 YEAR DIFFERENCE
  • Percentage of online Europeans who use a social networking sites (Joiners) Base: 16,912 European online adults Source: European Technographics ® Benchmark Survey, Q2 2009 RED IS UNDER 35 JOINERS OVER EU POLAND, SPAIN LOW END SWEDEN, UK, NL TOP
  • UK France Germany Spain Italy Base: 13,076 European online adults (16+) Source: European Technographics ® Media, Marketing, And Social Computing Online Survey, Q3 2008 & Q3 2009 “ How often do you visit the following Web sites?” -- monthly and more 2009 2008 RED IS 2009 FB BIG GROWTH IN ALL MARKETS SPECIAL ROLE OF GERMANY
  • Source: European Technographics ® Media and Marketing Online Study Q3 2009 Base:12,123 European online adults “ Which of the following do you do at least weekly online?” LONG ONES = VIDEO SOUTH USERS MOST ACTIVE
  • LOCAL INDIVIDUALITIES SOCIAL MEDIA IS A LOCAL THING
  • GERMANY: MORE THAN FB
  • FRANCE: SOCIAL+/TWITTER- “ Which of the following do you do at least monthly online?”
    • 75% of web users visit social networks vs 51% for Swiss or 67% of US
    • Main usage on weekdays “weekends are for REAL social contacts!”
    SPAIN: #2 AFTER BRAZIL Spanish Unique Visitors (000)* May 08 – May 09 >7 million users Age 20 – 45, Intensive growth >35 years Aprox 6,5 million users Age: 14 - 25
  • THANK YOU