5 Digital Trends for 2013 - Dynamit Presentation Transcript
DYNAMIT :: Must Know Trends for 2013
Digital Trend #1CONVERGENCE OF THECMO & CTO
Remember the old school IT guy?
And the marketing department that focused onbig ideas?
Those days are gone. Responsibilities have gottena little muddy.
“By 2017, the CMO will spend more on IT thanCTOs will. *Laura McLellan, Gartner
IT Spending Marketing is increasingly relying on technology to accomplish it’s goals as high-tech marketing grabs a larger portion of the marketing budget. Sources: Gartner, Blue Kai InfographicDYNAMIT :: Must Know Trends for 2013
Marketers depend on data for just 11% of allcustomer-related decisions *CEB
Ad Spend 2011 U.S. Ad Spend vs. Customer Time Spent 43% 40% 29% 23% 22% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Ad Spend Per Media Time Spent Per Media Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry AnalyticsDYNAMIT :: Digital Opportunities in 2013
“In the future, we believe that a modern CIO-CMOpartnership will shape the success of the enterprise”*Forrester
“The technology and marketing functions need to extendbeyond alignment and start togap between IT and Marketing Steps to bridging the function like a single teamfocused on the customer. *Forrester
“The technology and marketing functions need to extendbeyond alignment and start to function like a single teamfocused on the customer.” *Forrester
Start hiring data gurus and statisticians
Tackle Digital Governance.
IT: Tackle Projects in Smaller Chunks
Digital Trend #2MOBILITY
Opportunity 1MOBILITY Worldwide smartphone shipments continue to soar, with a 42% year-over-year growth in 2012 *IDC
Opportunity 1 49.5%MOBILITY Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped will be a tablet. *Gartner
Opportunity 1MOBILITY In 2013, mobile phones will overtake PCs as the most common Web access device worldwide. *Gartner
We’re now accessing the web from many devices
Smartphone Penetration 2011 U.S. Ad Spend vs. Customer Time SpentAnd progressing from a “Lean Forward” mode... Sources: VisionMobile Mobile Megatrends 2012DYNAMIT :: Digital Opportunities in 2013
to a “Lean Back” mindset.
Smartphone Penetration 2011 U.S. Ad Spend vs. Customer Time Spent Sources: VisionMobile Mobile Megatrends 2012DYNAMIT :: Digital Opportunities in 2013
Important Mobile Considerations for 2013
“The Future Isn’t About Mobile; It’s About Mobility”- David Armano
Put Strategy before Mobile Tactics
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Think in terms of CONTEXT.
And stop saying, “Mobile users won’t do that!”
Digital Trend #3MOBILITY=INFORMATION, SELFQUANTIFIEDCONVENIENCE &SOCIALAll served up on the go, across a variety of screensizes and devices.
Sensors are everywhere
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY70% of American Adults are “Self-Trackers”*Pew Internet Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITY Responsive Web Design is here, but we’ve still got a long way to go.
Opportunity 1MOBILITYHow will this impact business? Source: Innovation-Alliance.net
Opportunity 1MOBILITYOpen APIs will present many opportunities Source: Innovation-Alliance.net
Opportunity 1MOBILITY Are you targeting self-trackers?
Digital Trend #4MOBILITY=INFORMATION,FRAGMENTATIONCONVENIENCE &SOCIALAll served up on the go, across a variety of screensizes and devices.
The true power of social media lies beneath the surface.
Opportunity 1MOBILITY We’re experiencing a ripple effect as conversations progress to many niche communities
Opportunity 1 And users move to more personal and relevantMOBILITY communities
IT: Tackle Projects in Smaller Chunks
IT: Tackle Projects in Smaller Chunks
IT: Tackle Projects in Smaller Chunks
Opportunity 1MOBILITY Internal Social Platforms (like Jive) are changing the way organizations work.
Lowe’s realized $1Million in additional revenue from a new way of selling paint thatcame from an employee’s idea that was shared and vetted through an internalsocial collaboration system. *Forbes
It’s very important that you develop a comprehensivestrategy...
Focused on niche communities and niche content.
Give social a chance to touch every aspect of your business.
Use new CRM tools to help monitor and measureconversations. *Image source: SalesForce
Digital Trend #5MOBILITY=INFORMATION,LOCATIONCONVENIENCE &SOCIALAll served up on the go, across a variety of screensizes and devices.
“91% of National Brands plan on maintaining or increasing budgeton local marketing. *Balihoo Research
US Mobile Ad Spending Projections:"Mobile advertising, it grew from an almost insignificant category to a nowmeaningful category in under two years” - David Silverman PWC
“By 2015, companies that focus on integrated processes for localmarketing enablement will increase revenue by 15-20%.”- Gartner, 2012
“By 2015, companies that focus on integrated processes for localmarketing enablement will increase revenue by 15-20%.”- Gartner, 2012Location is the New Context
Google relies heavily on location
Apps like Waze are finding new ways to target consumers.
Geofencing presents huge targeting opportunities.
“We decided that rather than try to create behavior, we would take the behaviorthat was already there and just help people do it more easily,”- CMO, Dewayne Chambers
Passbook creates an easy way to integrate loyalty programswith localization capabilities.
“Location isn’t just about offering a deal when a customer is near a retailoutlet. It’s about understanding the tapestry of data that customers createover time. Fail to listen (and respond) at your own peril.”- John Battelle, battellemedia.com
methners
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