Consumer : Media : Technology
2013 – But ﬁrst, some Punditry
This will be the year of The Drop. We will drop social
from social media as all media is social; we will drop
digital and mobile from digital & mobile marketing as
all marketing is digital and mobile … we are entering
an era of integration and simpliﬁcation as people
want coherence, impact, joy, and help from people
- Jim Stengel
Five Trends for 2013
The Evolution of Social
Mobile and Mobility
Location: the new Context
Virtual blends with Actual
Social - Evolution
A move from static content to video interaction, text to picture, desktop to mobile and
ever increasing scale offers new opportunities for consumers and marketers
Social - Niche Networks
Although no one is looking for the next “big” social network, people are willing to join
smaller, more specialized, interest-based networks
Social - Personalization
Facebook’s EdgeRank algorithm prioritizes content on each user’s wall and shows them
the most relevant content to them.
Social – Cloaking/ Blocking
People taking control of what they want to see – and who sees their personal details
Social – Alternate Brand Currencies
Trading virtual goods, or offering rewards for speciﬁed consumer actions
Social – The Quantiﬁed Self
An emerging practice of self-tracking using social media and technology as a tool of
personal and social enlightenment and sharing.
Social - Pictures
In an increasingly visual world, a picture can be worth a thousand words.
Social - Camera Ready
Social media and increasingly pervasive HD drives a culture of Perfect Beauty.
Innovations that enable a “camera ready” image are entering the market
Social – Instant Erase
With the growth in photo sharing (and some potentially negative consequences), special
apps are being created so that your risque photo will not be preserved for prosperity!
Social - Gamiﬁcation
Gamiﬁcation - the use of game mechanics and game design techniques in non-game
contexts - is an engaging ways to immerse consumers in brands.
Screens ... Everywhere
High Deﬁnition and Touch screens are becoming all-pervasive
Screens Everywhere - Window Shopping
New touch screen and gesture technology make it possible to shop and interact even
when the store is closed.
Screens Everywhere - Tablets
Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped
will be a Tablet (Source: Gartner).
Screens Everywhere - Comfortable Computing
+ Seeking information
+ Seeking experience
+ Read, engage
+ Touch, do
+ Effortless immersion
Tablets represent the “third era” in screen engagement
Screens Everywhere – Passive / Interactive
Tablets can make a traditional passive media like TV interactive, social
Screens Everywhere – Asset Heavy to Asset Light
From pay-for-ownership of physical assets in a ﬁxed location, to on-demand, instant
access anywhere paid for by advertising or subscription.
Screens Everywhere – Life is Beautiful
New High-Deﬁnition screens can give print-like quality with the added beneﬁt of
backlighting, motion, interactivity and transaction
Mobile – One screen to rule them all …
In 2013, mobile phones will overtake PCs as the most common Web access
Mobile – Rapid Growth and Accessibility
Smartphone penetration is not only growing rapidly but lower-cost
devices are proliferating
Mobile – The “Everything Interface”
Increasingly many aspects of people’s virtual and physical lives can be controlled by
specialized mobile phone apps – effectively becoming a “remote control” for life
Mobile – Media Multitasking
Screen-shifting and parallel consumption are making formerly passive entertainment
interactive – enabled by internet enabled mobile devices and custom apps
Mobile – Frictionless Purchasing
Mobile payment will no longer require typing or swiping, just a bump or a gesture
Mobile - Effortless Content
Pre-digested or curated content helps navigate the boiling sea of information in a mobile-
Mobile - Facial Recognition
Built-in Apps like Recognizr offer “Minority Report”-style opportunities for brads to offer
personalized offers to consumers
Mobile - NFC Tags
“Like QR Codes on steroids”. Easy ways for brands to provide downloadable information
and transaction opportunities.
Mobile - Flexible Screens
Increasingly ﬂexible and thin screens increase mobile go-anywhere versatility
Mobile – Nomophobia / Juice Jitters
“My phone is my ﬁfth limb” – brands can offer utility to ﬁnd phones or recharge.
The biggest shift in consumer behavior is guided by smart phones and all they enable –
be it social, local or mobile. Time and location based media are growing.
Location – The New Context
Not just what media is being consumed, but where the consumer is and what real world
activity they are undertaking
Location – Maps and Mashups
With the mobile phone becoming the new default for ﬁnding your way, it is also
becoming the default for ﬁnding places, products, services and people near you now.
Location - Apps
An array of (often free) apps are available to leverage digital maps and social
recommendations to real world locale
Location - Geofencing
Geofencing presents huge targeting opportunities and a new ability to interact with
consumer near or at point of purchase.
Location – Mobile as In Store Medium
Mobile is increasingly being used by shoppers for in-store reviews and price-checks.
Marketers can deliver incentives in real time to affect the key moment of purchase.
Virtual to Actual
With the advent of always-on and ubiquitous internet access, and ever-increasing
digitization – our actual and virtual lives are starting to blend in to one.
Virtual / Actual – Digitized Reality
Real world hybrids combine digital functionality with the palette of the physical world.
Augmented reality is one facet of this.
Virtual / Actual – Real World Liking
Technologies like RFID seamlessly combine with social media, empowering consumers
to “Like” real world objects as well as digital or virtual ones.
Virtual / Actual - Everything is Smart
Formerly dumb devices will be controllable by and offering feedback to Smart devices
Virtual / Actual - Tech Humanization
Voice and gesture control means our technology will adapt to us rather than us adapting
to it. Our digital experiences will be more intuitive and tech will take on a human persona
Virtual / Actual - Rematerializing
Brands are creating physical products to enhance or embody the virtual digital lifestyle -
so consumers can enjoy a tactile, tangible object as part of their digital consumption
• Give Social a chance to touch every part of your business
• Explore niche communities/ content
• Explore ways of adding geo-relevance
• Make every communication interactive via mobile
• Engage and reward our always-connected consumers
Food for Thought?