1Digital Feed / www.davidposada.com - @dposadaDavid PosadaDigital Feed / www.davidposada.com - @dposada - http://www.linke...
2Digital Feed / www.davidposada.com - @dposada1 A year full of digital things
3Digital Feed / www.davidposada.com - @dposadaApple is losing lead overrivalsWozniakSource: http://www.theweek.co.uk/techn...
4Digital Feed / www.davidposada.com - @dposada
5Digital Feed / www.davidposada.com - @dposadaWith the fail of AppleMaps, Tim Cook had toapologize andrecommend other mapa...
6Digital Feed / www.davidposada.com - @dposadaWith the launch ofiPad mini, Apple isadmitting it’s notdriving the marketand...
7Digital Feed / www.davidposada.com - @dposada
8Digital Feed / www.davidposada.com - @dposada
9Digital Feed / www.davidposada.com - @dposada
10Digital Feed / www.davidposada.com - @dposadaSource: http://www.forbes.com/sites/benzingainsights/2012/11/29/windows-8-i...
11Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=i1GNDs7DCTw
12Digital Feed / www.davidposada.com - @dposada2012 was the year of sharing
13Digital Feed / www.davidposada.com - @dposada
14Digital Feed / www.davidposada.com - @dposadaSources:http://mashable.com/2012/08/14/2012-olympics-social-media-winners-i...
15Digital Feed / www.davidposada.com - @dposadaIn 2012, 1 in 5 Super Bowl ads containeda hashtag.In 2011, only one Super B...
16Digital Feed / www.davidposada.com - @dposadaTHAT’S MORE THAN THAN 6XLAST YEAR’S VOLUME
17Digital Feed / www.davidposada.com - @dposada
18Digital Feed / www.davidposada.com - @dposadaFacebook bought Instagram for 1 Billion in April 2012
19Digital Feed / www.davidposada.com - @dposadaAfter the facebook buy, Twitterdisabled the feature which letInstagram user...
20Digital Feed / www.davidposada.com - @dposadaNow Instagram has shot back.From December 10th Instagramimages are no longe...
21Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=2giNzaZunqE
22Digital Feed / www.davidposada.com - @dposadaWith the newYouTube Capture Appis now possible notonly to share photoseasil...
23Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=l0sOzdXce6o
24Digital Feed / www.davidposada.com - @dposadaAnd now, this amazing twitterapp let users “tweet” videos
25Digital Feed / www.davidposada.com - @dposadaGo to http://blog.twitter.com/2013/01/vine-new-way-to-share-video.html for ...
26Digital Feed / www.davidposada.com - @dposadaMassive online videoconsumption
27Digital Feed / www.davidposada.com - @dposada8 million people saw FelixBaumgartner’s skydive liveon YouTubeThis makes it...
28Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=FHtvDA0W34I
29Digital Feed / www.davidposada.com - @dposadaThe most viewed onlinevideo in history
30Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=xY_MUB8adEQ
31Digital Feed / www.davidposada.com - @dposada2 Digital Trends for 2013
32Digital Feed / www.davidposada.com - @dposada1
33Digital Feed / www.davidposada.com - @dposada1 Back in 1996 , Bill Gates wrote an essaytitled Content is King“Content is...
34Digital Feed / www.davidposada.com - @dposada1Jeffrey ColeDirector Center for the Digital Future--USC Annenberg School“C...
35Digital Feed / www.davidposada.com - @dposada1Source: Brand Republic, 27th July 2012http://www.brandrepublic.com/news/11...
36Digital Feed / www.davidposada.com - @dposada1 The Financial Times has more digital subscribers thannewspaper buyersSour...
37Digital Feed / www.davidposada.com - @dposada1 The new Kindle Fire is all about the contentSource: BBC News, 11th Octobe...
38Digital Feed / www.davidposada.com - @dposadaNot surprisingly,brand marketersand their agencypartners arerushing to esta...
39Digital Feed / www.davidposada.com - @dposada1In fact, more consumerstrust media contentthan ordinary marketing,and that...
40Digital Feed / www.davidposada.com - @dposadaTHE RETAIL E-VOLUTION2
41Digital Feed / www.davidposada.com - @dposada2THERETAILE-VOLUTIONB2C ecommerce in Latin America isstill in its infancy, ...
42Digital Feed / www.davidposada.com - @dposadaHowever, the region has a huge delay in this matter. eMarketer estimates th...
43Digital Feed / www.davidposada.com - @dposada2THERETAILE-VOLUTIONCyber Monday inSpending Soars to$1.46 Billion, Rankinga...
44Digital Feed / www.davidposada.com - @dposadaAnd now, the event has came to LatAm with local versions in Argentina, Chil...
45Digital Feed / www.davidposada.com - @dposada3LOCATION IS RELEVANCE
46Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEHyperlocal searchwas a hot-buttonterm a few yearsago, b...
47Digital Feed / www.davidposada.com - @dposadaSoLoMo, short for social-local-mobile, refers to a more mobile-centric vers...
48Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCE
49Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEGrowth of location-based servicesworldwide has beenrobu...
50Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCE
51Digital Feed / www.davidposada.com - @dposadaRecent moves by Facebook, Google and foursquare indicate the potential ofth...
52Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEFor Brands, optimizing for local search is a logical fi...
53Digital Feed / www.davidposada.com - @dposada4RELOADED TELEVISION
54Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISION“When I go into my living room andturn on the TV, I feel...
55Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONBlu-ray playersSet-top boxesGame consolesTVThe adoption ...
56Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONIn US, more thanone-third ofhouseholds will beusing conn...
57Digital Feed / www.davidposada.com - @dposadaCES 2013 showed ultrahigh definition TVs (4K)that promise fullyinteractive ...
58Digital Feed / www.davidposada.com - @dposadaHowever, themassive set ofSmart TVs mainlyannounced duringCES 2012, are now...
59Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONClick the link to watch the video http://www.youtube.com...
60Digital Feed / www.davidposada.com - @dposadaThe regional offer nowincludes severalapplications to delivercontent on dem...
61Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONNot every trend means animmediate opportunity.Specially ...
62Digital Feed / www.davidposada.com - @dposada5MARKETING & TECHNOLOGICAL CONVERGENCE
63Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5“Technology is right at the center of wha...
64Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5By 2017, the CMO will Spend More on IT Th...
65Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5 Digital ad spending shareover total ad s...
66Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5Digital Advertising is bringing more comp...
67Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYIt’s becoming a world that might need a d...
68Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5with several interactive tools to plan, m...
69Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGYWe are in a time wheremarketers and publis...
70Digital Feed / www.davidposada.com - @dposada… and with this, new terms have emergedCONVERGENCEOFMARKETING&TECHNOLOGY4CO...
71Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGY
72Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYeMarketer estimatesUS digital display ads...
73Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYThe main value ofRTB is mainly seenfor th...
74Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYClick here to watch the video http://www....
75Digital Feed / www.davidposada.com - @dposadaMOBILITY6
76Digital Feed / www.davidposada.com - @dposadaMOBILITY6“Mobile is the first screen.No one walked in heretoday holding a T...
77Digital Feed / www.davidposada.com - @dposadaThe amount oftime spent withmobile is growingat 14 times therate of time sp...
78Digital Feed / www.davidposada.com - @dposadaHowever, budgets are not still aligned with time spendMOBILITY6
79Digital Feed / www.davidposada.com - @dposadaMOBILITY6Google has risen to the top of theheap, registering 1.3 million ac...
80Digital Feed / www.davidposada.com - @dposadaMOBILITY6Each new version of the iPhone sells as muchas all previous versio...
81Digital Feed / www.davidposada.com - @dposadaMOBILITY6 Phones are getting bigger and tablets are getting smaller
82Digital Feed / www.davidposada.com - @dposadaMOBILITY6Is an informal class of smartphones withscreen sizes ranging betwe...
83Digital Feed / www.davidposada.com - @dposadaMany publishers have already developed a more standardized way to deliver t...
84Digital Feed / www.davidposada.com - @dposadaAccording to the Pew ResearchCenter, 60% of tablet users preferreading news...
85Digital Feed / www.davidposada.com - @dposadaLET’S PLAY 7
86Digital Feed / www.davidposada.com - @dposada7LET’SPLAY“Take moments of happiness on apps orgames… establish reciprocity...
87Digital Feed / www.davidposada.com - @dposada7LET’SPLAYGamification is the use of
88Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7In the digital landscape, gamification isbeing used mainly by loc...
89Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7By 2015, More Than 50 Percent of Organizations That ManageInnovat...
90Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Trip Advisor uses gamification concept byadding a qualified statu...
91Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Fit Bit is a gamified wellness tracker. Thereare achievments and ...
92Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7kiip is probably the best example of“branded gamified” advertising
93Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Click the link to watch the video http://vimeo.com/46252949
94Digital Feed / www.davidposada.com - @dposada8NICHE SOCIAL
95Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8It’s not a secret that SocialMedia is becoming morepredominant ...
96Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8And, over total Social Media users, facebook will have the majo...
97Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8However, users are starting tomove to more personal anrelevant ...
98Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8Path…. It’s just for real friends
99Digital Feed / www.davidposada.com - @dposadaPinterest… ¡fashion and design!NICHESOCIAL8
100Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8And LinkedIn, with more than 200 million of users, is changing...
101Digital Feed / www.davidposada.com - @dposadaInstagram… the famous mobile application is now expanding its presence int...
102Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8Implications for brands areenormousThey have to think about co...
103Digital Feed / www.davidposada.com - @dposada9ACQUISITIONSADQUISITIONS
104Digital Feed / www.davidposada.com - @dposadaNo more technology companies IPO are expecting to comeADQUISITIONS9Lots of...
105Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9 Properties bought by Yahoo fromJan to Jun 13trd 2013SOCIAL N...
106Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9 Properties bought by tech companies fromJan to Jun 13trd 201...
107Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9Source: BrandZ Top 100 most valuanle global brands 2013
108Digital Feed / www.davidposada.com - @dposadaThere are still important tech companies that remain independentand could ...
109Digital Feed / www.davidposada.com - @dposadaThe Internet of things10
110Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10From now, juts 1% of the devices of theworld are conn...
111Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Nowadays, there are 14billions of devicesconnected to...
112Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Source: The Internet of Things. How the Next Evolutio...
113Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Source: The Internet of Things. How the Next Evolutio...
114Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10key milestones accomplished or in processIPv4 – IPv6 ...
115Digital Feed / www.davidposada.com - @dposada11REAL TIME MARKETING
116Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Since Oreo’sSuper Bowltweet, real-timehas captivatedmar...
117Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Life happens “now.” Thanks to mobile devices and ubiqui...
118Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Consumers saythey feel morepositively aboutbrands after...
119Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Oreo, although the moresuccessful brand in SuperBowl, w...
120Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11 Visa Latam has started doing Real Time Marketing actio...
121Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11The experts talksCalle Sjoenell, Chief Creative Office ...
122Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11The War Room concept
123Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11SOCIAL MEDIA WAR ROOM DEFINITIONA capability or facilit...
124Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11
125Digital Feed / www.davidposada.com - @dposadaSome things to keep an eye on
126Digital Feed / www.davidposada.com - @dposadaTwitter & TV (just in US)https://blog.twitter.com/2013/amplify-tv-commerci...
127Digital Feed / www.davidposada.com - @dposadaPrism surveillance programhttp://en.wikipedia.org/wiki/PRISM_(surveillance...
128Digital Feed / www.davidposada.com - @dposadaiTunes Radiohttp://www.apple.com/itunes/itunes-radio/
129Digital Feed / www.davidposada.com - @dposadaFacebook hashtagshttp://www.facebook-studio.com/news/item/introducing-hash...
130Digital Feed / www.davidposada.com - @dposadaFacebook killing sponsored storieshttp://www.businessinsider.com/facebook-...
131Digital Feed / www.davidposada.com - @dposadaFacebook #Fbrape campaignhttps://www.google.com/search?q=FBrape+campaign&r...
132Digital Feed / www.davidposada.com - @dposadaDavid PosadaManaging Director at GroupM Interaction Latin AmericaI started...
133Digital Feed / www.davidposada.com - @dposada3 My biography
134Digital Feed / www.davidposada.com - @dposadaDavid PosadaManaging Director at GroupM Interaction Latin AmericaI started...
135Digital Feed / www.davidposada.com - @dposada4 Sources
136Digital Feed / www.davidposada.com - @dposada5 End
Upcoming SlideShare
Loading in...5
×

Digital marketing trends 2013 by @dposada

5,940

Published on

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

Enjoy and thanks in advance for sharing it.

Published in: Business, Technology
6 Comments
15 Likes
Statistics
Notes
No Downloads
Views
Total Views
5,940
On Slideshare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
14
Comments
6
Likes
15
Embeds 0
No embeds

No notes for slide

Digital marketing trends 2013 by @dposada

  1. 1. 1Digital Feed / www.davidposada.com - @dposadaDavid PosadaDigital Feed / www.davidposada.com - @dposada - http://www.linkedin.com/in/dposadaDigital Trends 2013January – June 2013
  2. 2. 2Digital Feed / www.davidposada.com - @dposada1 A year full of digital things
  3. 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. 4. 4Digital Feed / www.davidposada.com - @dposada
  5. 5. 5Digital Feed / www.davidposada.com - @dposadaWith the fail of AppleMaps, Tim Cook had toapologize andrecommend other mapapplications such asBing, Map Quest andWaze
  6. 6. 6Digital Feed / www.davidposada.com - @dposadaWith the launch ofiPad mini, Apple isadmitting it’s notdriving the marketand following thesuccess of otherslike Samsung.
  7. 7. 7Digital Feed / www.davidposada.com - @dposada
  8. 8. 8Digital Feed / www.davidposada.com - @dposada
  9. 9. 9Digital Feed / www.davidposada.com - @dposada
  10. 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. 11. 11Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=i1GNDs7DCTw
  12. 12. 12Digital Feed / www.davidposada.com - @dposada2012 was the year of sharing
  13. 13. 13Digital Feed / www.davidposada.com - @dposada
  14. 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. 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. 16. 16Digital Feed / www.davidposada.com - @dposadaTHAT’S MORE THAN THAN 6XLAST YEAR’S VOLUME
  17. 17. 17Digital Feed / www.davidposada.com - @dposada
  18. 18. 18Digital Feed / www.davidposada.com - @dposadaFacebook bought Instagram for 1 Billion in April 2012
  19. 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. 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. 21. 21Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=2giNzaZunqE
  22. 22. 22Digital Feed / www.davidposada.com - @dposadaWith the newYouTube Capture Appis now possible notonly to share photoseasily on Internet,but Video
  23. 23. 23Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=l0sOzdXce6o
  24. 24. 24Digital Feed / www.davidposada.com - @dposadaAnd now, this amazing twitterapp let users “tweet” videos
  25. 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. 26. 26Digital Feed / www.davidposada.com - @dposadaMassive online videoconsumption
  27. 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. 28. 28Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=FHtvDA0W34I
  29. 29. 29Digital Feed / www.davidposada.com - @dposadaThe most viewed onlinevideo in history
  30. 30. 30Digital Feed / www.davidposada.com - @dposadaClick the link to watch the video http://www.youtube.com/watch?v=xY_MUB8adEQ
  31. 31. 31Digital Feed / www.davidposada.com - @dposada2 Digital Trends for 2013
  32. 32. 32Digital Feed / www.davidposada.com - @dposada1
  33. 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. 34. 34Digital Feed / www.davidposada.com - @dposada1Jeffrey ColeDirector Center for the Digital Future--USC Annenberg School“Content is Kingger”CONTENTMARKETING
  35. 35. 35Digital Feed / www.davidposada.com - @dposada1Source: Brand Republic, 27th July 2012http://www.brandrepublic.com/news/1143173/But content has changedIt’s MultimediaCONTENTMARKETING
  36. 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. 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. 38. 38Digital Feed / www.davidposada.com - @dposadaNot surprisingly,brand marketersand their agencypartners arerushing to establishcontent marketingstrategies1CONTENTMARKETING
  39. 39. 39Digital Feed / www.davidposada.com - @dposada1In fact, more consumerstrust media contentthan ordinary marketing,and that increased trustleads to deeper brandloyaltyCONTENTMARKETING
  40. 40. 40Digital Feed / www.davidposada.com - @dposadaTHE RETAIL E-VOLUTION2
  41. 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. 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. 43. 43Digital Feed / www.davidposada.com - @dposada2THERETAILE-VOLUTIONCyber Monday inSpending Soars to$1.46 Billion, Rankingas Heaviest U.S.Online Spending Dayin History
  44. 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. 45. 45Digital Feed / www.davidposada.com - @dposada3LOCATION IS RELEVANCE
  46. 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. 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. 48. 48Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCE
  49. 49. 49Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCEGrowth of location-based servicesworldwide has beenrobust, and is projectedto remain in double-digits through at least2016
  50. 50. 50Digital Feed / www.davidposada.com - @dposada3LOCATIONISRELEVANCE
  51. 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. 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. 53. 53Digital Feed / www.davidposada.com - @dposada4RELOADED TELEVISION
  54. 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. 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. 56. 56Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONIn US, more thanone-third ofhouseholds will beusing connectedTVs by 2014
  57. 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. 58. 58Digital Feed / www.davidposada.com - @dposadaHowever, themassive set ofSmart TVs mainlyannounced duringCES 2012, are nowbringing contentand apps availableacross LatAm4RELOADEDTELEVISION
  59. 59. 59Digital Feed / www.davidposada.com - @dposada4RELOADEDTELEVISIONClick the link to watch the video http://www.youtube.com/watch?v=MsMeo_7wBSs
  60. 60. 60Digital Feed / www.davidposada.com - @dposadaThe regional offer nowincludes severalapplications to delivercontent on demandand provide“traditional” internetaccess (browse, chat,social, video)4RELOADEDTELEVISION
  61. 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. 62. 62Digital Feed / www.davidposada.com - @dposada5MARKETING & TECHNOLOGICAL CONVERGENCE
  63. 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. 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. 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. 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. 67. 67Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYIt’s becoming a world that might need a different kind of professionals.
  68. 68. 68Digital Feed / www.davidposada.com - @dposadaCONVERGENCEOFMARKETING&TECHNOLOGY5with several interactive tools to plan, manage, measure and optimize
  69. 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. 70. 70Digital Feed / www.davidposada.com - @dposada… and with this, new terms have emergedCONVERGENCEOFMARKETING&TECHNOLOGY4CONVERGENCEOFMARKETING&TECHNOLOGY
  71. 71. 71Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGY
  72. 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. 73. 73Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYThe main value ofRTB is mainly seenfor the capabilityof buying the bestpossibleimpression at theright time
  74. 74. 74Digital Feed / www.davidposada.com - @dposada5CONVERGENCEOFMARKETING&TECHNOLOGYClick here to watch the video http://www.youtube.com/watch?v=JhLc-NkpIec
  75. 75. 75Digital Feed / www.davidposada.com - @dposadaMOBILITY6
  76. 76. 76Digital Feed / www.davidposada.com - @dposadaMOBILITY6“Mobile is the first screen.No one walked in heretoday holding a TV.”
  77. 77. 77Digital Feed / www.davidposada.com - @dposadaThe amount oftime spent withmobile is growingat 14 times therate of time spentwith desktopMOBILITY6
  78. 78. 78Digital Feed / www.davidposada.com - @dposadaHowever, budgets are not still aligned with time spendMOBILITY6
  79. 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. 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. 81. 81Digital Feed / www.davidposada.com - @dposadaMOBILITY6 Phones are getting bigger and tablets are getting smaller
  82. 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. 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. 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. 85. 85Digital Feed / www.davidposada.com - @dposadaLET’S PLAY 7
  86. 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. 87. 87Digital Feed / www.davidposada.com - @dposada7LET’SPLAYGamification is the use of
  88. 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. 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. 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. 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. 92. 92Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7kiip is probably the best example of“branded gamified” advertising
  93. 93. 93Digital Feed / www.davidposada.com - @dposadaLET’SPLAY7Click the link to watch the video http://vimeo.com/46252949
  94. 94. 94Digital Feed / www.davidposada.com - @dposada8NICHE SOCIAL
  95. 95. 95Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8It’s not a secret that SocialMedia is becoming morepredominant in the digitalspace.
  96. 96. 96Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8And, over total Social Media users, facebook will have the majority
  97. 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. 98. 98Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8Path…. It’s just for real friends
  99. 99. 99Digital Feed / www.davidposada.com - @dposadaPinterest… ¡fashion and design!NICHESOCIAL8
  100. 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. 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. 102. 102Digital Feed / www.davidposada.com - @dposadaNICHESOCIAL8Implications for brands areenormousThey have to think about content strategy focused on nichecommunities and niche content
  103. 103. 103Digital Feed / www.davidposada.com - @dposada9ACQUISITIONSADQUISITIONS
  104. 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. 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. 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. 107. 107Digital Feed / www.davidposada.com - @dposadaADQUISITIONS9Source: BrandZ Top 100 most valuanle global brands 2013
  108. 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. 109. 109Digital Feed / www.davidposada.com - @dposadaThe Internet of things10
  110. 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. 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. 112. 112Digital Feed / www.davidposada.com - @dposadaTHEINTERNETOFTHINGS10Source: The Internet of Things. How the Next Evolution of the Internet Is Changing Everything by Cisco
  113. 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. 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. 115. 115Digital Feed / www.davidposada.com - @dposada11REAL TIME MARKETING
  116. 116. 116Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Since Oreo’sSuper Bowltweet, real-timehas captivatedmarketers’attention
  117. 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. 118. 118Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Consumers saythey feel morepositively aboutbrands afterexposure to real-time marketing
  119. 119. 119Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11Oreo, although the moresuccessful brand in SuperBowl, was not the only one
  120. 120. 120Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11 Visa Latam has started doing Real Time Marketing actions taking advantaged ofsponsored soccer events
  121. 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. 122. 122Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11The War Room concept
  123. 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. 124. 124Digital Feed / www.davidposada.com - @dposadaREALTIMEMARKETING11
  125. 125. 125Digital Feed / www.davidposada.com - @dposadaSome things to keep an eye on
  126. 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. 127. 127Digital Feed / www.davidposada.com - @dposadaPrism surveillance programhttp://en.wikipedia.org/wiki/PRISM_(surveillance_program)
  128. 128. 128Digital Feed / www.davidposada.com - @dposadaiTunes Radiohttp://www.apple.com/itunes/itunes-radio/
  129. 129. 129Digital Feed / www.davidposada.com - @dposadaFacebook hashtagshttp://www.facebook-studio.com/news/item/introducing-hashtags-on-facebook
  130. 130. 130Digital Feed / www.davidposada.com - @dposadaFacebook killing sponsored storieshttp://www.businessinsider.com/facebook-kills-sponsored-stories-2013-6
  131. 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. 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. 133. 133Digital Feed / www.davidposada.com - @dposada3 My biography
  134. 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. 135. 135Digital Feed / www.davidposada.com - @dposada4 Sources
  136. 136. 136Digital Feed / www.davidposada.com - @dposada5 End

×