Digital marketing trends 2013 by @dposada

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In this presentation, I review what happened in digital media during 2012, and state 11 digital trends for what is left in 2013 and the beginning of 2014. …

In this presentation, I review what happened in digital media during 2012, and state 11 digital trends for what is left in 2013 and the beginning of 2014.
1. Content Marketing
2. The retail e-volution
3. Location is relevance
4. Reloaded television
5. Marketing & Technological convergence
6. Mobility
7. Let’s play
8. Niche Social
9. Acquisitions
10. The Internet of things
11. Real time marketing

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  • 1. 1Digital Feed / www.davidposada.com - @dposadaDavid PosadaDigital Feed / www.davidposada.com - @dposada - http://www.linkedin.com/in/dposadaDigital Trends 2013January – June 2013
  • 2. 2Digital Feed / www.davidposada.com - @dposada1 A year full of digital things
  • 3. 3Digital Feed / www.davidposada.com - @dposadaApple is losing lead overrivalsWozniakSource: http://www.theweek.co.uk/technology/50387/apple-losing-lead-over-rivals-says-co-founder-steve-wozniak
  • 4. 4Digital Feed / www.davidposada.com - @dposada
  • 5. 5Digital Feed / www.davidposada.com - @dposadaWith the fail of AppleMaps, Tim Cook had toapologize andrecommend other mapapplications such asBing, Map Quest andWaze
  • 6. 6Digital Feed / www.davidposada.com - @dposadaWith the launch ofiPad mini, Apple isadmitting it’s notdriving the marketand following thesuccess of otherslike Samsung.
  • 7. 7Digital Feed / www.davidposada.com - @dposada
  • 8. 8Digital Feed / www.davidposada.com - @dposada
  • 9. 9Digital Feed / www.davidposada.com - @dposada
  • 10. 10Digital Feed / www.davidposada.com - @dposadaSource: http://www.forbes.com/sites/benzingainsights/2012/11/29/windows-8-is-a-record-breaking-success/40 millionlicenses in thefirst 30 daysBig challengefor apps:There are justover 20.000 inthe storeCould easilyachieve 400millionWindows 8devices in 2013Optimized fortouch screensand tablets
  • 11. 11Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=i1GNDs7DCTw
  • 12. 12Digital Feed / www.davidposada.com - @dposada2012 was the year of sharing
  • 13. 13Digital Feed / www.davidposada.com - @dposada
  • 14. 14Digital Feed / www.davidposada.com - @dposadaSources:http://mashable.com/2012/08/14/2012-olympics-social-media-winners-infographic/WSJ, 28th July 2012 - http://blogs.wsj.com/digits/2012/07/28/olympics-twitter-burst-already-tops-beijing-games/According toTwitter there were 9.66million mentions of theOpening Ceremony,more than for all theevents in Beijing, a signof how far Twitter hascome in four years
  • 15. 15Digital Feed / www.davidposada.com - @dposadaIn 2012, 1 in 5 Super Bowl ads containeda hashtag.In 2011, only one Super Bowl ad had ahashtag.“The hashtag is the new form ofthe campfire – it’s the threadthat ties a conversationtogether.” - Adam Bain,President, Global Revenue,Twitter
  • 16. 16Digital Feed / www.davidposada.com - @dposadaTHAT’S MORE THAN THAN 6XLAST YEAR’S VOLUME
  • 17. 17Digital Feed / www.davidposada.com - @dposada
  • 18. 18Digital Feed / www.davidposada.com - @dposadaFacebook bought Instagram for 1 Billion in April 2012
  • 19. 19Digital Feed / www.davidposada.com - @dposadaAfter the facebook buy, Twitterdisabled the feature which letInstagram users import their listsof friends from Twitter; this was,in effect, importing Twitterfriendships into the Facebookuniverse.Source: http://www.economist.com/blogs/babbage/2012/12/economist-explains
  • 20. 20Digital Feed / www.davidposada.com - @dposadaNow Instagram has shot back.From December 10th Instagramimages are no longer visible intweets. Twitter users mustinstead visit Instagram’s ownwebsite in order to see andcomment on them. The sameday, Twitter responded byreleasing a new version of itsapp, which allows styling ofimages using a range of filters.Source: http://www.economist.com/blogs/babbage/2012/12/economist-explains
  • 21. 21Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=2giNzaZunqE
  • 22. 22Digital Feed / www.davidposada.com - @dposadaWith the newYouTube Capture Appis now possible notonly to share photoseasily on Internet,but Video
  • 23. 23Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=l0sOzdXce6o
  • 24. 24Digital Feed / www.davidposada.com - @dposadaAnd now, this amazing twitterapp let users “tweet” videos
  • 25. 25Digital Feed / www.davidposada.com - @dposadaGo to http://blog.twitter.com/2013/01/vine-new-way-to-share-video.html for more detailsabout this product.
  • 26. 26Digital Feed / www.davidposada.com - @dposadaMassive online videoconsumption
  • 27. 27Digital Feed / www.davidposada.com - @dposada8 million people saw FelixBaumgartner’s skydive liveon YouTubeThis makes it the mostwatched live event ever onYouTubeSource: Marketing Magazine, 15th October 2012http://m.marketingmagazine.co.uk/article/1154746/Red-Bull-Stratos-skydive-smashes-YouTube-records
  • 28. 28Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=FHtvDA0W34I
  • 29. 29Digital Feed / www.davidposada.com - @dposadaThe most viewed onlinevideo in history
  • 30. 30Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=xY_MUB8adEQ
  • 31. 31Digital Feed / www.davidposada.com - @dposada2 Digital Trends for 2013
  • 32. 32Digital Feed / www.davidposada.com - @dposada1
  • 33. 33Digital Feed / www.davidposada.com - @dposada1 Back in 1996 , Bill Gates wrote an essaytitled Content is King“Content is where I expect much of the real moneywill be made on the Internet, just as it was inbroadcasting”.“I expect societies will see intense competition-andample failure as well as success-in all categories ofpopular content-not just software and news, but alsogames, entertainment, sports programming,directories, classified advertising, and on-linecommunities devoted to major interests.”.Taken from Wayback MachineCONTENTMARKETING
  • 34. 34Digital Feed / www.davidposada.com - @dposada1Jeffrey ColeDirector Center for the Digital Future--USC Annenberg School“Content is Kingger”CONTENTMARKETING
  • 35. 35Digital Feed / www.davidposada.com - @dposada1Source: Brand Republic, 27th July 2012http://www.brandrepublic.com/news/1143173/But content has changedIt’s MultimediaCONTENTMARKETING
  • 36. 36Digital Feed / www.davidposada.com - @dposada1 The Financial Times has more digital subscribers thannewspaper buyersSource: Brand Republic, 27th July 2012http://www.brandrepublic.com/news/1143173/The Financial Times’ parentcompany Pearson revealedthat the paper had morethan 300,000 digitalsubscribers, but its printcirculation had fallen to297,000 copiesCONTENTMARKETING
  • 37. 37Digital Feed / www.davidposada.com - @dposada1 The new Kindle Fire is all about the contentSource: BBC News, 11th October 2012http://www.bbc.co.uk/news/technology-19907546Jeff Bezos of Amazonsays that "we want tomake money whenpeople use ourdevices, not when theybuy our devices", andthat they will make nomoney from the sale ofthe devices.CONTENTMARKETING
  • 38. 38Digital Feed / www.davidposada.com - @dposadaNot surprisingly,brand marketersand their agencypartners arerushing to establishcontent marketingstrategies1CONTENTMARKETING
  • 39. 39Digital Feed / www.davidposada.com - @dposada1In fact, more consumerstrust media contentthan ordinary marketing,and that increased trustleads to deeper brandloyaltyCONTENTMARKETING
  • 40. 40Digital Feed / www.davidposada.com - @dposadaTHE RETAIL E-VOLUTION2
  • 41. 41Digital Feed / www.davidposada.com - @dposada2THERETAILE-VOLUTIONB2C ecommerce in Latin America isstill in its infancy, with sales reachingonly $36.82 billion in 2012, accordingto eMarketer. However, onlineshopping is showing signs ofaccelerating growth.0.0010.0020.0030.0040.0050.0060.0070.002010 2011 2012 2013 2014 2015 2016B2Commerce in LatAm33.6%23.97%17.71%18.16%11.5%9.32%
  • 42. 42Digital Feed / www.davidposada.com - @dposadaHowever, the region has a huge delay in this matter. eMarketer estimates thatonly 33.2% of internet users in Latin America will make online purchases in2013, putting the region above only the Middle East and Africa (28.6%) by thismetric. North America and Western Europe will have the largest penetrationrates at 70.5% and 69.2%, respectively.2THERETAILE-VOLUTION
  • 43. 43Digital Feed / www.davidposada.com - @dposada2THERETAILE-VOLUTIONCyber Monday inSpending Soars to$1.46 Billion, Rankingas Heaviest U.S.Online Spending Dayin History
  • 44. 44Digital Feed / www.davidposada.com - @dposadaAnd now, the event has came to LatAm with local versions in Argentina, Chileand Colombia, pushing retailers to enter into the gameTHERETAILE-VOLUTION2
  • 45. 45Digital Feed / www.davidposada.com - @dposada3LOCATION IS RELEVANCE
  • 46. 46Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEHyperlocal searchwas a hot-buttonterm a few yearsago, but there’s anew phrase in townthat takes itspredecessor to awhole new sociallevel: SoLoMo.
  • 47. 47Digital Feed / www.davidposada.com - @dposadaSoLoMo, short for social-local-mobile, refers to a more mobile-centric versionof the addition of local entries to search engine results. SoLoMo emerged asa result of the growing popularity of smartphones, and provides greater localprecision to search engine results than whats available via a PC.Source:http://www.techopedia.com/definition/28492/solomo3LOCATIONISRELEVANCE
  • 48. 48Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCE
  • 49. 49Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEGrowth of location-based servicesworldwide has beenrobust, and is projectedto remain in double-digits through at least2016
  • 50. 50Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCE
  • 51. 51Digital Feed / www.davidposada.com - @dposadaRecent moves by Facebook, Google and foursquare indicate the potential ofthe local-social-mobile nexus lies in the ability to connect consumers withlocal businesses and drive commerce.3LOCATIONISRELEVANCE
  • 52. 52Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEFor Brands, optimizing for local search is a logical first step For smartphoneowners, conducting a localsearch almost universallyprompts an action. 50% of smartphone ownersvisited a store aftersearching for localinformation. 26% bought a product in astore.
  • 53. 53Digital Feed / www.davidposada.com - @dposada4RELOADED TELEVISION
  • 54. 54Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISION“When I go into my living room andturn on the TV, I feel like I have gonebackwards in time by 20 to 30 years.Its an area of intense interest. Icant say more than that.”"Tim" Cook - CEO of Apple Inc
  • 55. 55Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONBlu-ray playersSet-top boxesGame consolesTVThe adoption of TVs receivingcontent from internet instead ofcable or broadcast is increasing athigh rates in mature markets
  • 56. 56Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONIn US, more thanone-third ofhouseholds will beusing connectedTVs by 2014
  • 57. 57Digital Feed / www.davidposada.com - @dposadaCES 2013 showed ultrahigh definition TVs (4K)that promise fullyinteractive experienceswhen pricing andcontent are ready to bemassive.4RELOADEDTELEVISION
  • 58. 58Digital Feed / www.davidposada.com - @dposadaHowever, themassive set ofSmart TVs mainlyannounced duringCES 2012, are nowbringing contentand apps availableacross LatAm4RELOADEDTELEVISION
  • 59. 59Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONClick the link to watch the video http://www.youtube.com/watch?v=MsMeo_7wBSs
  • 60. 60Digital Feed / www.davidposada.com - @dposadaThe regional offer nowincludes severalapplications to delivercontent on demandand provide“traditional” internetaccess (browse, chat,social, video)4RELOADEDTELEVISION
  • 61. 61Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONNot every trend means animmediate opportunity.Specially in the region,connected TV is very faraway from becoming amainstream.Advertisers need tounderstand the dynamics ofconnected TV, but it’s notabsolutely imperative thatthey advertise there today.
  • 62. 62Digital Feed / www.davidposada.com - @dposada5MARKETING & TECHNOLOGICAL CONVERGENCE
  • 63. 63Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5“Technology is right at the center of what we do”Martin Sorrell – Chief executive officer of WPP Group
  • 64. 64Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5By 2017, the CMO will Spend More on IT Thanthe CIOLaura McLellanV.P., Marketing Strategy at Gartner
  • 65. 65Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5 Digital ad spending shareover total ad spending israpidly increasing across allregions.By 2016, almost 26% of totalad spend will be digital.
  • 66. 66Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5Digital Advertising is bringing more complexity to the landscape andrequiring different disciplines and technologies to understand it.
  • 67. 67Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYIt’s becoming a world that might need a different kind of professionals.
  • 68. 68Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5with several interactive tools to plan, manage, measure and optimize
  • 69. 69Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGYWe are in a time wheremarketers and publishersare able to buy and sellaudiences dynamically, inreal time auction and onan impression-by-impression basis.5CONVERGENCEOFMARKETING&TECHNOLOGY
  • 70. 70Digital Feed / www.davidposada.com - @dposada… and with this, new terms have emergedCONVERGENCEOFMARKETING&TECHNOLOGY4CONVERGENCEOFMARKETING&TECHNOLOGY
  • 71. 71Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGY
  • 72. 72Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYeMarketer estimatesUS digital display adspurchased using RTBwill account for morethan one in fourdisplay ad dollarsby 2016, worth$7.06 billion
  • 73. 73Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYThe main value ofRTB is mainly seenfor the capabilityof buying the bestpossibleimpression at theright time
  • 74. 74Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYClick here to watch the video http://www.youtube.com/watch?v=JhLc-NkpIec
  • 75. 75Digital Feed / www.davidposada.com - @dposadaMOBILITY6
  • 76. 76Digital Feed / www.davidposada.com - @dposadaMOBILITY6“Mobile is the first screen.No one walked in heretoday holding a TV.”
  • 77. 77Digital Feed / www.davidposada.com - @dposadaThe amount oftime spent withmobile is growingat 14 times therate of time spentwith desktopMOBILITY6
  • 78. 78Digital Feed / www.davidposada.com - @dposadaHowever, budgets are not still aligned with time spendMOBILITY6
  • 79. 79Digital Feed / www.davidposada.com - @dposadaMOBILITY6Google has risen to the top of theheap, registering 1.3 million activated Androiddevices every day and 250 millions of productsactivated last yearSource:PC Mag: The Rise of Android: http://www.pcmag.com/article2/0,2817,2414047,00.asp
  • 80. 80Digital Feed / www.davidposada.com - @dposadaMOBILITY6Each new version of the iPhone sells as muchas all previous versions combinedSource: Reported in The Verge, 3rd August 2012http://www.theverge.com/2012/8/3/3217057/day-two-testimony-apple-samsung-trial
  • 81. 81Digital Feed / www.davidposada.com - @dposadaMOBILITY6 Phones are getting bigger and tablets are getting smaller
  • 82. 82Digital Feed / www.davidposada.com - @dposadaMOBILITY6Is an informal class of smartphones withscreen sizes ranging between 5 and 7inches; these are primarily designed tocombine the functionality of a smartphonewith that of a tablet.
  • 83. 83Digital Feed / www.davidposada.com - @dposadaMany publishers have already developed a more standardized way to deliver thecontent, using Responsive Design and HTML5 and creatingnative mobile apps. BRANDS should do the same.6MOBILITY
  • 84. 84Digital Feed / www.davidposada.com - @dposadaAccording to the Pew ResearchCenter, 60% of tablet users preferreading news on the mobile web thanvia an app.Although brands should certainly offerapps, its clear that having a great mobilewebsite should be the priority.6MOBILITY
  • 85. 85Digital Feed / www.davidposada.com - @dposadaLET’S PLAY 7
  • 86. 86Digital Feed / www.davidposada.com - @dposada7LET’SPLAY“Take moments of happiness on apps orgames… establish reciprocity in thesemoments with branded rewards.”Brian Wong, Founder/CEO, KiipKiip has a 22% redemption rateDigital rewards and gamification are twonew avenues for brands to consider inbuilding relationships with consumers.
  • 87. 87Digital Feed / www.davidposada.com - @dposada7LET’SPLAYGamification is the use of
  • 88. 88Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7In the digital landscape, gamification isbeing used mainly by location-basedplatforms. All of them powered with socialmedia capabilities.
  • 89. 89Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7By 2015, More Than 50 Percent of Organizations That ManageInnovation Processes Will Gamify Those ProcessesSource: http://www.gartner.com/newsroom/id/1629214
  • 90. 90Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Trip Advisor uses gamification concept byadding a qualified status to each user thatdepends on the level of interactions andcontributions
  • 91. 91Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Fit Bit is a gamified wellness tracker. Thereare achievments and milestones to unlocksuch as 10.000 daily steps and 50 lifetimemiles.
  • 92. 92Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7kiip is probably the best example of“branded gamified” advertising
  • 93. 93Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Click the link to watch the video http://vimeo.com/46252949
  • 94. 94Digital Feed / www.davidposada.com - @dposada8NICHE SOCIAL
  • 95. 95Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8It’s not a secret that SocialMedia is becoming morepredominant in the digitalspace.
  • 96. 96Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8And, over total Social Media users, facebook will have the majority
  • 97. 97Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8However, users are starting tomove to more personal anrelevant communities andstarted to see facebook as itis: a general social media site
  • 98. 98Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8Path…. It’s just for real friends
  • 99. 99Digital Feed / www.davidposada.com - @dposadaPinterest… ¡fashion and design!NICHESOCIAL8
  • 100. 100Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8And LinkedIn, with more than 200 million of users, is changing the way people relate to theirprofessional life
  • 101. 101Digital Feed / www.davidposada.com - @dposadaInstagram… the famous mobile application is now expanding its presence into desktops world byhaving a very similar facebook fan page lay out8NICHESOCIAL
  • 102. 102Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8Implications for brands areenormousThey have to think about content strategy focused on nichecommunities and niche content
  • 103. 103Digital Feed / www.davidposada.com - @dposada9ACQUISITIONSADQUISITIONS
  • 104. 104Digital Feed / www.davidposada.com - @dposadaNo more technology companies IPO are expecting to comeADQUISITIONS9Lots of the start-ups from the past few years are likely to become part ofbigger companies, specifically the big 5 ofGoogle, Apple, Facebook, Amazon and Microsoft
  • 105. 105Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9 Properties bought by Yahoo fromJan to Jun 13trd 2013SOCIAL NEWS PRODUCTIVITYSURVEYS TRAVEL GAMING BLOGGINGOTHERSSource: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Yahoo!> USD $1.2 billons
  • 106. 106Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9 Properties bought by tech companies fromJan to Jun 13trd 2013https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_GoogleAD SERVING CREATIVITY MOBILEDNNresearchWeb Application Server TalariaBehavioWaviiMakani PowerUSD$1.4 billons
  • 107. 107Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9Source: BrandZ Top 100 most valuanle global brands 2013
  • 108. 108Digital Feed / www.davidposada.com - @dposadaThere are still important tech companies that remain independentand could be in the eyes of the biggest playersADQUISITIONS9Advertising development is expected to be strongly influenced by those players.Brands will have to decide which side(s) they want to be on
  • 109. 109Digital Feed / www.davidposada.com - @dposadaThe Internet of things10
  • 110. 110Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10From now, juts 1% of the devices of theworld are connected to InternetHow will be our life when the washing machinewill be able to request technical supportautomatically?
  • 111. 111Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Nowadays, there are 14billions of devicesconnected to theInternet.Source: The Internet of Things. How the Next Evolution of the Internet Is Changing Everything by CiscoThat number will be25 billion in 2015and 50 in 2020
  • 112. 112Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Source: The Internet of Things. How the Next Evolution of the Internet Is Changing Everything by Cisco
  • 113. 113Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Source: The Internet of Things. How the Next Evolution of the Internet Is Changing Everything by CiscoIoT becomes immensely importantbecause it is the first real evolution ofthe Internet—a leap that will lead torevolutionary applications that have thepotential to dramatically improve theway people live, learn, work, andentertain themselves. Already, IoT hasmade the Internet sensory(temperature, pressure, vibration, light,moisture, stress),allowing us to becomemore proactive and less reactive.Dave Evans, Chief Futurist, Cisco
  • 114. 114Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10key milestones accomplished or in processIPv4 – IPv6 transitionFrom 4 billions of IP addresses to 340 trillions of trillionsFrom 3G to 4G and broadband world wide penetration3G speed is insufficient for the huge amount of data to be transmittedLow cost of data storage
  • 115. 115Digital Feed / www.davidposada.com - @dposada11REAL TIME MARKETING
  • 116. 116Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Since Oreo’sSuper Bowltweet, real-timehas captivatedmarketers’attention
  • 117. 117Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Life happens “now.” Thanks to mobile devices and ubiquitousaccess to online information, consumers have shifted to analways-on mentality.
  • 118. 118Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Consumers saythey feel morepositively aboutbrands afterexposure to real-time marketing
  • 119. 119Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Oreo, although the moresuccessful brand in SuperBowl, was not the only one
  • 120. 120Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11 Visa Latam has started doing Real Time Marketing actions taking advantaged ofsponsored soccer events
  • 121. 121Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11The experts talksCalle Sjoenell, Chief Creative Office O&M, predicts that by 2020 at least half ofthe production budget will be spent while the campaign is running to adapt it inreal time instead of blowing it all in one go, before the campaign runs“The speed that real-time marketing demands is going to influence the way thatcreative agencies, marketers and brands look to react to the marketplace.”—John Robinson, senior vice president of creative at Digitas“The process of arriving at the best social content looks more like Newsroom thanThe Pitch. Creative and social staffers merge the zeitgeist with the brand ethos allday, every day.”— Ian Schafer of digital agency Deep Focus
  • 122. 122Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11The War Room concept
  • 123. 123Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11SOCIAL MEDIA WAR ROOM DEFINITIONA capability or facility to listenand gain insight and engage inreal-time social conversations
  • 124. 124Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11
  • 125. 125Digital Feed / www.davidposada.com - @dposadaSome things to keep an eye on
  • 126. 126Digital Feed / www.davidposada.com - @dposadaTwitter & TV (just in US)https://blog.twitter.com/2013/amplify-tv-commercials-twitter-premiering-tv-ad-targeting
  • 127. 127Digital Feed / www.davidposada.com - @dposadaPrism surveillance programhttp://en.wikipedia.org/wiki/PRISM_(surveillance_program)
  • 128. 128Digital Feed / www.davidposada.com - @dposadaiTunes Radiohttp://www.apple.com/itunes/itunes-radio/
  • 129. 129Digital Feed / www.davidposada.com - @dposadaFacebook hashtagshttp://www.facebook-studio.com/news/item/introducing-hashtags-on-facebook
  • 130. 130Digital Feed / www.davidposada.com - @dposadaFacebook killing sponsored storieshttp://www.businessinsider.com/facebook-kills-sponsored-stories-2013-6
  • 131. 131Digital Feed / www.davidposada.com - @dposadaFacebook #Fbrape campaignhttps://www.google.com/search?q=FBrape+campaign&rlz=1C5CHFA_enMX505MX505&oq=FBrape+campaign&aqs=chrome.0.57j62.3808j0&sourceid=chrome&ie=UTF-8
  • 132. 132Digital Feed / www.davidposada.com - @dposadaDavid PosadaManaging Director at GroupM Interaction Latin AmericaI started my digital career as an entrepeneur founding one of the first online librariesin Colombia. Then I moved to Tribal DDB where I was Managing Director of which wasconsidered on of the most important Interactive Agencies in Colombia with more than60 people in the payroll and three different offices in Bogotá, Medellín and Miami. Icontinued to expand my digital expertise joining Havas Digital Colombia where I wasresponsible for the growth and leadership of the local digital operation, as well as thedevelopment of the entire digital strategy of the group that has three main brands inColombia: Lattitud, Media Contacts (media) and iGlue (creative).After a nine months break where I took a trip around the world, I joined El TiempoCasa Editorial, one of the main media companies in Colombia, to lead the digital salesarea. Just a few months later, I accepted an offer from GroupM (the biggest mediaagency network in the Globe) to lead the Interaction area for the entire LatAm regionthat oversees four interactive media operations: Mindshare, MEC, Mediacom andMaxus.Digital Feed / www.davidposada.com - @dposada - http://www.linkedin.com/in/dposada
  • 133. 133Digital Feed / www.davidposada.com - @dposada3 My biography
  • 134. 134Digital Feed / www.davidposada.com - @dposadaDavid PosadaManaging Director at GroupM Interaction Latin AmericaI started my digital career as an entrepeneur founding one of the first online librariesin Colombia. Then I moved to Tribal DDB where I was Managing Director of which wasconsidered on of the most important Interactive Agencies in Colombia with more than60 people in the payroll and three different offices in Bogotá, Medellín and Miami. Icontinued to expand my digital expertise joining Havas Digital Colombia where I wasresponsible for the growth and leadership of the local digital operation, as well as thedevelopment of the entire digital strategy of the group that has three main brands inColombia: Lattitud, Media Contacts (media) and iGlue (creative).After a nine months break where I took a trip around the world, I joined El TiempoCasa Editorial, one of the main media companies in Colombia, to lead the digital salesarea. Just a few months later, I accepted an offer from GroupM (the biggest mediaagency network in the Globe) to lead the Interaction area for the entire LatAm regionthat oversees four interactive media operations: Mindshare, MEC, Mediacom andMaxus.Digital Feed / www.davidposada.com - @dposada - http://www.linkedin.com/in/dposada
  • 135. 135Digital Feed / www.davidposada.com - @dposada4 Sources
  • 136. 136Digital Feed / www.davidposada.com - @dposada5 End