TENDENCIAS DIGITALES - Llegando a nuevos consumidores digitales en múltiples medios y dispositivos

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Con más de 13 años de experiencia en la industria de inteligencia de mercados, THOM ARKESTAAL de Microsoft Advertising, ha desarrollado una pasión por la investigación transcultural. Trabajó en …

Con más de 13 años de experiencia en la industria de inteligencia de mercados, THOM ARKESTAAL de Microsoft Advertising, ha desarrollado una pasión por la investigación transcultural. Trabajó en empresas como HP, Lenovo, Nokia, RIM, Samsung AT&T y Google donde se ha especializado en buscar un total conocimiento del consumidor con un fuerte enfoque en la industria de la tecnología.

Responsable de proveer investigaciones a Microsoft así como ideas y conocimientos recientes relacionados con el comportamiento de los consumidores, la inteligencia competitiva, inteligencia de mercado y el uso de los productos.

Se ha desempeñado en agencias creativas y de investigación como IDC, Taylor Nelson Sofres, Resarch International y Naked Communications. En esas organizaciones Arkestaal estuvo a cargo de todos los aspectos del proceso de investigación, desde la investigación pasando por el diseño y la entrega de una perspectiva significativa, y las recomendaciones que impulsan los resultados empresariales.

Para Arkestal “A medida que Internet crece y madura, nuestra nueva relación con la tecnología se caracteriza por la madurez. Es una relación bidireccional, y este es el momento en que la tecnología se convierte en nuestro socio de vida ideal - que entiende lo que es ser humano, que percibe emociones y que sea inspirador, creativo y sensorial. A medida que la población mundial se vuelve cada vez más móvil, sigue existiendo una desconexión entre lo que la tecnología puede hacer y lo que los consumidores necesitan de una relación diferente y más madura. Aquí existe una oportunidad muy significativa para las marcas y los anunciantes.”.

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  • 1. DIGITAL TRENDS Reaching the New Digital Consumers across screens and media channels !!!! Thom Arkestaal | Microsoft Advertising
  • 2. Smartphone sales have overtaken feature phones 0 100000 200000 300000 400000 1Q08 4Q08 3Q09 2Q10 1Q11 4Q11 3Q12 2Q13 4Q13 Feature Phones Smartphones Global Mobile Phone Sales | Source: Gartner
  • 3. ‹#› The mobile hub 114 Million Smartphone Owners in LATAM in 2013
  • 4. ‹#› The social glue 222 Million Social Network Users in LATAM in 2014
  • 5. ‹#› 33%!Digital Ad Spend Growth in 2014
  • 6. ‹#› Relevant, engaging experiences?
  • 7. ‹#› Or chaotic and overwhelming?
  • 8. ‹#› “We have created more and more screens crowded with more and more clutter than ever before. If we don’t change, we risk disenfranchising consumers, damaging marketers, and putting people out of business.” ! Randall Rothenberg
  • 9. 00 250,000,000 500,000,000 750,000,000 1,000,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 PCs are now a small share of connected devices Global Connected Device Shipments | Source: Gartner, IDC, Strategy Analytics, BI Intelligence PC Smartphones Tablets Wearables Smart TVs
  • 10. ‹#› The importance of multiscreen advertising is increasing… 48% of US marketers say that integrated multiscreen campaigns are Very Important today 88% say that integrated multiscreen campaigns will be Very Important in 2016
  • 11. We asked 45 early adopters + industry experts and surveyed 8,300 consumers in 9 countries “how is your relationship with technology changing?” “what do you want now?” “what will you want tomorrow?” and asked: W hat do the consumers think?
  • 12. Colombia
  • 13. And identified 8 Digital Trends Value Me Consumers want open exchanges with brands with rewards for what they share My analytics More than even, users are online tracking self-improvement goals. The Right to Anonymity The focus on online privacy demands services that let users control their data. Niche Networks Consumers crave unique experiences and build personal relationships with brands. Creator Culture The new coding culture values creativity and anything new. Intelligently ON People want intelligent, ‘always on’ relationships with technology. Surprise Me Daily life is full of fun, easy interactions, and consumers want the same online. Enhancing the Real The best online experiences blur the line between virtual and actual.
  • 14. And identified 8 Digital Trends Value Me Consumers want open exchanges with brands with rewards for what they share My analytics More than even, users are online tracking self-improvement goals. The Right to Anonymity The focus on online privacy demands services that let users control their data. Niche Networks Consumers crave unique experiences and build personal relationships with brands. Creator Culture The new coding culture values creativity and anything new. Intelligently ON People want intelligent, ‘always on’ relationships with technology. Surprise Me Daily life is full of fun, easy interactions, and consumers want the same online. Enhancing the Real The best online experiences blur the line between virtual and actual. 55% 41% 37% 33% 48% 25% 37% 31% 43% 40% 35% 28% 42% 26% 22% 24% 50% 42% 27% 23% 35% 28% 26% 23% 41% 26% 22% 19% 24% 18% 17% 14%
  • 15. Consumers don’t want to be connected ALL the time Brands need to know when to talk and when to be quiet, and focus on the context Intelligently ONCONSUMERS WANT TO DISCONNECTAND EXPECT BRANDS TO KNOWWHEN TO BE QUIET OR SWITCH OFF We don’t want to select profiles or hit Do Not Disturb buttons
  • 16. Intelligently ON 30% ALL THE TIME WANT TO BE CONNECTED
  • 17. Intelligently ON 79% EXPECT BRANDS TO KNOWTHE RIGHT MOMENT TO TALK TO THEM
  • 18. Data collected on who you are and what you do, your location and the time of the day mixed with 3rd party data Technology knowing you better than yourself Surprise MeCONSUMERS SEEK TECHNOLOGIES THAT SURPRISETHEM AT THE RIGHT TIME AND PLACE, AND WHENTHEY ARE IN THE RIGHT FRAME OF MIND Data collected on who you are and what you do, your location and the time of the day mixed with 3rd party data
  • 19. Surprise Me 53% WANT DEVICES TO PROVIDEPERSONALIZED RECOMMENDATIONS AND CONTENT
  • 20. Surprise Me 63% ARE MORE LIKELY TO BUY FROM A BRANDTHAT OFFERS A PLEASANTLY SURPRISING EXPERIENCE
  • 21. random acts of kindness
  • 22. “With a network of influencers and curators and a specialized algorithm, you get not just the music experience only a talented DJ or music expert can deliver, but also the right song for you right now” ! Ian Rogers CEO of Beats Music
  • 23. We want to control our privacy and have a right to delete our digital footprint Consumers are becoming anxious about the data available about them online People are deleting any personal data they can to preserve anonymity Right to Anonymity CONSUMERS WANT TO CONTROL PRIVACYAND HAVE THE RIGHT TO DELETE ANDCONTROL THEIR ONLINE DATA
  • 24. Right to Anonymity 89% EXPECT BRANDS AND ADVERTISERS BEFORE THEY USE MY DIGITAL INFORMATION TO ASK FOR PERMISSION BEFORE
  • 25. Right to Anonymity 76% ARE MUCH MORE LIKELY TO BUY TO UPDATE THEIR PRIVACY SETTINGS FROM A BRAND THAT ALLOWS THEM
  • 26. We scan the Internet to find your exposed personal information—phone numbers, addresses, birth date, relatives, and more —then we help you take it down. Select the types of information you want removed, and Reputation.com automatically processes opt-outs on your behalf.
  • 27. Recap Smartphone growth Mobile as a hub Always social These combined: Better data Personalization and targeting Expectations on experience And concerns about anonymity Always connected Social glue As well as timing and relevance
  • 28. Focus on PLACE, TIME AND CONTEXT to improve the relevance for the consumers WHATARE THE IMPLICATIONS FOR Reduce the clutter and noise; be seen in the right CONTEXT at the right time - when it’s not perceived as intrusive or chaotic Build coincidence and surprise into your marketing; it doesn’t have to be complex, but it needs to be relevant. Again – CONTEXT Ask for permission, and be transparent about how data is used and stored, and offer rewards to build trust Offer users total control and complete access to their information Overall… put the CONSUMER FIRST DIGITAL ADVERTISING?
  • 29. THANK YOU