TNS & Ogilvy Bringing Digital To Life 10/26/10

3,619
-1

Published on

Discover:
• What it takes to engage effectively with the constantly-evolving digital consumer
• How to benefit from the latest technology use, adoption and communications trends in the marketplace
• Why it pays to establish ongoing dialog everywhere with consumers and business users alike
• Where changes in activities and needs are putting pressure on tech marketers and producers to deliver differently
• Who stands to benefit most from changes in the tech marketplace and what will determine success

Digital Matchmaking:
• Connecting digitally with your best customers and prospects
• What makes getting together with your customer targets more difficult today?
• Why is it important to know the digital attitudes and behaviors of your customers?
• Once you understand those attitudes and behaviors, how can you apply that to marketing strategy?

Digital Mobility Moves to the Forefront
• Charting a course for mobile engagement
• What are customers doing differently in a smart device world?
• How do expectations change for consumers with smart devices?
• When and how do they want to interact with messages and marketers?
Discovering a Whole New Digital Business World
• How is the cloud transforming business buying and selling?
• How will the cloud commoditize services?
• Where does social flow in traditional B2B sales funnel?
• How are business customers interacting with various stakeholders digitally?

Published in: Business
2 Comments
11 Likes
Statistics
Notes
No Downloads
Views
Total Views
3,619
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
268
Comments
2
Likes
11
Embeds 0
No embeds

No notes for slide

TNS & Ogilvy Bringing Digital To Life 10/26/10

  1. 1. Bringing Digital to Life
  2. 2. Bringing Digital to Life Digital Matchmaking
  3. 3. Bringing Digital to Life 3 Overview Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online Internet Engagement and Growth: Geographic Differences
  4. 4. Bringing Digital to Life 4 Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online Overview
  5. 5. Bringing Digital to Life 5 Digital engagement varies geographically – and so will growth HIGH INVOLVEMENT HIGH CONSUMPTION LOW INVOLVEMENT LOW CONSUMPTION Internet is routine Makes my life more efficient Internet is non-essential Not a big part of my life Internet is pivotal Is the center of my life Internet is aspirational Helps me achieve my goals Hi growth anticipated Med growth anticipated Digital engagement index is a measure of consumer / engagement in Digital; S5: How often access / Base: All respondents, n=48804
  6. 6. Bringing Digital to Life 6 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N America Lat Am China India Sub-Sah Africa Mobile PC at Café/Friends PC at School PC at Home Access points vary with stage of development Critical to leverage mobile access Limited home access 26M 4M Share of time spent by access point
  7. 7. Bringing Digital to Life 7 Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online Overview
  8. 8. 8 Bringing Digital to Life Social Networking + ++ +++ +++ +++ Gaming + ++ +++ +++ + Multimedia + ++ +++ +++ + News, info seeking + ++ +++ +++ +++ Email + + +++ +++ +++ Shopping + +++ +++ ++ + What are they doing online? Low Current usageAvg Current UsageHigh Current Usage + = anticipated growth Promote growth thru advanced mobile devices/apps E-commerce growth continues in hi-use markets Growth in “utilitarian” applications Reject BrandsBrand ReceptiveBrand ReceptiveModerate Moderate Differences in ad opportunity Growth across the board in LAm & India I6: Change in future activities use / All respondents: 222 163 225 393 361
  9. 9. 9 Bringing Digital to Life Attitudinal drives of online behavior Can’t imagine life without the Internet Allows freedom of expression don’t have offline Helps connect with like-minded individuals Life without Internet would be a lot less fun Internet improves my relationships Low Average High Internet allows me to stand out and be different Internet is transformational in the east, more routine in the west.
  10. 10. Bringing Digital to Life 10 Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online Overview
  11. 11. 11 Bringing Digital to Life Composition varies greatly by market 0 10 20 30 40 50 60 70 80 90 100 N America Lat Am China India SSA Networkers Influencers Communicators Knowledge-seekers Aspirers Functionals The Internet is an integral part of my life Use the Internet for expressing myself Internet for info, knowledge, education Internet is important for relationships Looking to create a personal space online Internet is a functional tool
  12. 12. 12 Bringing Digital to Life Digital EngagementActivities FUNCTIONALS Digital activities Number of friends Digital Engagement N America N/W Europe S/E Europe Dev Asia Involvement Consumption Male Female Younger Older Employed Not employed High Low Digital Attitudes Where? Who? Brand interaction Frequency of internet access I am concerned about data protection and privacy in the internet Internet helps me connect with other like-minded individuals In the online world, I can better express my feelings The Internet improves the relationships I have with other people Open to brands Brands are intrusive Level of online purchasing (out of six) 5th Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments L Mature and in developed markets. Internet is a tool. Control and efficiency make them mostly practical. H L L L
  13. 13. 13 Bringing Digital to Life Digital EngagementActivities ASPIRERS Digital activities Number of friends Digital Engagement India Emerg Asia MENA SSA Involvement Consumption Male Female Younger Older Employed Not employed High Low Digital Attitudes Where? Who? Brand interaction Open to brands Brands are intrusive Level of online purchasing (out of six) 6th Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments Frequency of internet access The Internet improves the relationships I have with other people In the online world, I can better express my feelings Internet enables me to belong and be accepted by my friends I can t imagine a life without the internet anymore Life without the internet would be a lot less fun L H L L H Rely on mobile, but technology limits the best apps and networks. Need more mobile. Not into ecommerce.
  14. 14. 14 Bringing Digital to Life Digital EngagementActivities NETWORKERS Digital activities Number of friends Digital Engagement N America N/W Europe S/E Europe Involvement Consumption Male Female Younger Older Employed Not employed High Low Digital Attitudes Where? Who? Brand interaction Open to brands Brands are intrusive Level of online purchasing (out of six) 4th Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments Frequency of internet access The Internet improves the relationships I have with other people I can t imagine a life without the internet anymore Internet helps me connect with other like-minded individuals In the online world, I can better express my feelings Internet allows freedom of expression that I don t have in the offline world H L L H H Heavy involvement in communities, and not much else. Ignore brands, but might see them as effective.
  15. 15. 15 Bringing Digital to Life Digital EngagementActivities KNOWLEDGE- SEEKERS Digital activities Number of friends Digital Engagement S/E Europe LatAm Involvement Consumption Male Female Younger Older Employed Not employed High Low Digital Attitudes Where? Who? Brand interaction Frequency of internet access I am concerned about data protection and privacy in the internet Internet allows freedom of expression that I don t have in the offline world Internet enables me to belong and be accepted by my friends In the online world, I can better express my feelings I can t imagine a life without the internet anymore Open to brands Brands are intrusive Level of online purchasing (out of six) 3rd Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments H L L M M Voracious need to know, even about brands. Learn through search, reviews, brand sites and direct mail.
  16. 16. 16 Bringing Digital to Life Digital EngagementActivities COMMUNICATORS Digital activities Number of friends Digital Engagement China Emerg Asia Involvement Consumption Male Female Younger Older Employed Not employed High Low Digital Attitudes Where? Who? Brand interaction Frequency of internet access In the online world, I can better express my feelings Life without the internet would be a lot less fun Internet allows freedom of expression that I don t have in the offline world Internet enables me to belong and be accepted by my friends Open to brands Brands are intrusive Level of online purchasing (out of six) 2nd Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments H H H H Focus on self-expression and brand affiliation. Belonging appeased through fan sites and dialog.
  17. 17. 17 Bringing Digital to Life Digital Engagement INFLUENTIALS Activities Digital activities Number of friends Digital Engagement S/E Europe MENA India China Dev Asia Involvement Consumption Male Female Younger Older Employed Not employed High Low Digital Attitudes Where? Who? Brand interaction Frequency of internet access Open to brands Brands are intrusive Level of online purchasing (out of six) 1st Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments Internet allows me to stand out and be different Internet allows freedom of expression that I don t have in the offline world Internet enables me to belong and be accepted by my friends In the online world, I can better express my feelings I am concerned about data protection and privacy in the internet H H H H L ALL High engagement for these cross-over catalysts. Influence anywhere and they will affect elsewhere.
  18. 18. 18 Bringing Digital to Life Product development needs to be informed about the kinds of consumers that will benefit, where to find them, and how big the opportunity is. Effective online marketing requires a differentiated understanding of target groups for proper messaging, directly based on their behavioral differences to select appropriate channels. Why is this Segmentation Important? Customer value to your business is driven by attitudes, needs, behaviors, and personal characteristics. Differentiated approaches are a critical technology markets.
  19. 19. Bringing Digital to Life 19
  20. 20. 20 Bringing Digital to Life Engaging with customers thru grassroots marketing • Identify your most social customers • Build strategies to drives sustainable word of mouth • Measuring the effectiveness
  21. 21. 21 Bringing Digital to Life Grassroots marketing Framework
  22. 22. Bringing Digital to Life 22 -50,000 0 50,000 100,000 150,000 200,000 250,000 300,000 1 2 3 4 5 6 7 8 SocialMedia"Impressions" Months Buzz vs. Sustained WOM BUZZ Sustained WOM Planning conversations creates sustained word of mouth.
  23. 23. Bringing Digital to Life 23 Active listening tells you who your social customers are Identify who will be your social media audience. What types of interactions do they want to have with you? Understand their capacity for adopting social technologies on an ongoing basis? Identify Assess Interact Customer Engagement
  24. 24. Bringing Digital to Life 24 One out of five Twitter users (20%) say they have followed a brand in order to interact with the company. www.marketingprofs.com
  25. 25. Bringing Digital to Life 25 Business Objective strategy tactic metrics strategy tactic metrics tactic metrics Link your organizations goals, social strategy and key metrics. What you want to achieve How you will achieve it What you measure
  26. 26. Bringing Digital to Life 26 V-Tech Toys V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want • Increased social media share of voice from 20% to 70% versus competitor • Launched Facebook Page with 10,000 fans in first 48 hours • Average of 1,000 Facebook interactions per week
  27. 27. Bringing Digital to Life 27 VTech created a brand presence with a clear and relevant voice connecting with and activating the online parenting community. – Social Media Brand Voice: The VTech Mom – an established influencer - connects with VTech’s target market and creates a clear, authentic voice for the brand via Facebook and Twitter. – Conversation Management: 360 Digital Influence worked with the VTech Mom to drive ongoing conversation and community engagement across social media platforms, creating a conceptual “front porch” on Facebook and Twitter. – Social IRM: On behalf of VTech, 360 Digital Influence developed relationships with over 300 influential parents in social media to engage via Facebook, Twitter and blogs. Exclusive opportunities around product launches and promotions were offered to raise the volume of conversations, and increase brand preference and purchase consideration. Combining Facebook & Twitter: Building Relationships With a Brand Voice
  28. 28. 28 Bringing Digital to Life Summary • Plan for long term relationships not “buzz” • Listening tells you who your most social customers are. • Put social media in context of business goals to communicate value
  29. 29. Bringing Digital to Life Digital Mobility Moves to the Forefront
  30. 30. Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations Overview
  31. 31. Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations Overview
  32. 32. Bringing Digital to Life 32 Forces of Digital Mobility: Developed vs. Developing World % online users accessing internet from mobile in last four weeks Mobile Internet is the last form of access adopted in developed markets and the first form of access in developing markets Source: TNS Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents, n=48804
  33. 33. Bringing Digital to Life 33 24% 79% 74% 90% 83% 37% 27% 86% 82% 96% 87% 45% Wireless Only InternetAt Home Broadband Connection (All Households) PC Subscription video CableModem Connection (All Households) Wireless Households HaveSmartPhone Digital Mobility in the US Service Penetration by Smartphone Use: Total US, 2Q10 Smartphone owners use more technology Source: TNS Syndicated Market Tracking
  34. 34. Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations Overview
  35. 35. Bringing Digital to Life 35 Where are the next drivers of mobile growth? % doing activity PC Mobile Source: TNS Digital Life / I1: Frequency of online activities/ Base: All respondents, n=48804
  36. 36. Bringing Digital to Life 36 There is room for Smartphones and Netbooks in the market due to each device meeting different consumer requirements 36 Preferred devices for activities Digital music Calendar Navigation Transfer files Bluetooth Games IM Video calling Internet access Download content Email Edit images/video Banking Browse internet Download apps Read eBooks Online shopping Edit documents 20 29 27 28 27 32 35 35 41 43 49 50 44 52 45 44 51 55 55 46 42 42 42 41 38 33 33 30 28 25 25 24 24 22 17 17 Advanced mobile phone Netbook Source: TNS 2010 GTI / J6: Advanced mobile phone vs. Netbook / 2010 Bases: J6 All mobile users: 22360
  37. 37. Bringing Digital to Life 37 Harnessing the Uniqueness and Power of the Mobile Experience
  38. 38. Bringing Digital to Life 38 Mobile and PC Experiences will differ Future increase in activities Greater increase on PC Greater increase on mobile Source: TNS Digital Life / I6: Change in future activities use / Base: All respondents, n=48804
  39. 39. Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations Overview
  40. 40. Bringing Digital to Life 40 Content providers have established a strong share of consumer commitment in the category, especially in Developed Markets 58 55 46 70 47 61 53 51 36 53 37 35 38 26 44 37 27 25 35 34 5 10 16 4 8 2 21 24 29 13 Africa M East LatAm Emerg Asia China India Dev Asia Europe N America Global Handset manufacturers Network providers Content providers % Commitment share by category Source: TNS 2010 GTI / Section E Conversion Model analysis / 2010 Bases: All mobile users
  41. 41. Bringing Digital to Life 41 Google/Gmail Microsoft / MSN / Windows Yahoo YouTube Facebook Wikipedia Myspace.comBaidu Amazon.com Mapquest Twitter 0% 10% 20% FO Index BrandUsage-% Future Opportunity Map – Top Mobile Content brands Twitter has the strongest growth potential of top content brands Source: TNS 2010 GTI Weaker future- influence Stronger future influence Mature Opportunities Power Opportunities Niche Opportunities Emergent Opportunities
  42. 42. Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations Overview
  43. 43. Bringing Digital to Life 43 Moving from “Dialing In” to “Always On” • % accessing daily Source: TNS Digital Life / S5: How often access / i10: Usage of offline media / Base: All respondents 48804
  44. 44. Bringing Digital to Life 44 The home dominates usage in mature markets… • PC at home PC at work / school PC at internet café / friends Mobile Share of time spent by access point TNS 2010 Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents 48804
  45. 45. Bringing Digital to Life 45 Digital Mobility Setting the New Standard
  46. 46. Bringing Digital to Life 46 The structure of digital varies regionally and will follow different development paths Digital Mobility Driven by Dual Forces of the first vs. last form of Internet Research Finding Business Implication Different use cases require a segmented experience Digital Mobility as Unique Experience from Computer Focused Internet The role of apps, mobile internet and location based services will only increase Content Will Play a Starring Role in Digital Mobility Alignment between handset , carrier, operating system and apps will define the full user experience Digital Mobility Reshapes Expectations for all Digital Experience Digital Mobility drives expectations of access – always on vs. dialing in
  47. 47. Bringing Digital to Life 47
  48. 48. Bringing Digital to Life 48 • Challenges with location based platforms • Checking in will take a back seat. • Experiential branding will take on new meaning.
  49. 49. Bringing Digital to Life 49 Many location platforms lack relevance.
  50. 50. Bringing Digital to Life 50 Move from anonymous “check in” to tailored experience.
  51. 51. Bringing Digital to Life 51 Each location can have dozens of platforms to manage check in data Location based content management
  52. 52. Bringing Digital to Life 52 Location analytics beyond check in. Action Preference Reach
  53. 53. Bringing Digital to Life 53 The check in will take a back seat.
  54. 54. Bringing Digital to Life 54 Mobile can augment traditional advertising and PR using GPS and cameras.
  55. 55. Bringing Digital to Life 55 Mobile rewards will take new forms besides the “Check in”.
  56. 56. Bringing Digital to Life 56 Brand experiences will be extended by blending physical space and digital content.
  57. 57. Bringing Digital to Life 57 Nike example
  58. 58. Bringing Digital to Life 58 Summary Increase relevance of location based offers. Extend existing rewards programs with new interactions. Plan the experience beyond giving away coupons.
  59. 59. Bringing Digital to Life 59
  60. 60. Bringing Digital to Life 60 What is Digital Business? Services Commoditization 24/7 Business Intelligence Social Interactivity Digital Business is the act and process of exchanging business information digitally. Complete Interconnectivity Customer Focused Improving ROI Where is Digital Business Today?
  61. 61. Bringing Digital to Life 61 What Does the Back Bone of Digital Business Look Like? Business Services and Applications Digital Business Enablers Digital Frameworks
  62. 62. Bringing Digital to Life 62 What Are Decision Makers Saying? Organization cannot afford to make any investment which has no tangible returns – CPG IT should add value to bottom line, moving to modular solutions is great , but it needs to be scalable and work – Bank No budget for those frills and bells and whistles. If it is not needed it is not required. Mend if broken there is no budget for oiling –Telco Spending on applications that help us sell more to same customers, get new customers and improve efficiency is an easy sell - Technology If it is not worth doing in-house it may be closed forever, so I have to look out for some third party solutions as pre- emptive measure – Insurance
  63. 63. Bringing Digital to Life 63 Movements in the Market: Outsourcing Services by Industry 0 100 200 300 MHS MNS SRM – Managed Hosted Services – Managed Network Services – Security Risk Management Study indicates a high propensity to outsource services Public administration leads the way Source: TNS Telecom Syndicated Solutions (Business Wave, Business Scores)
  64. 64. Bringing Digital to Life 64 Typical IT Infrastructure Maturity Curve X Awareness X Trialing X Deployment X Expansion X Consolidation In-house versus Outsourced/ Hosted The Digital Business Path Emerging markets may leap frog the whole maturity curve and go directly to new business models of hosted/ SaaS model X
  65. 65. Bringing Digital to Life 65 What is the Cloud? •Infrastructure as a Service •Closest to the traditional data center •An easy stepping stone – sort of one step beyond collocation •Doesn’t necessarily optimize for Cloud •Will IaaS eventually go away?...leaving just SaaS and PaaS? IaaS •Software as a Service •Here it is just the “application” •Also an easy stepping stone •Is typically a “share everything” model – w/ limited customization •However, will businesses “link” SaaS apps together? SaaS • Platform as a Service • A rich stack is provided • A harder step, because you really need to redo your applications from scratch in order to be truly cloud- optimized – to be highly concurrent and parallelized PaaS
  66. 66. Bringing Digital to Life 66 The Migration of Digital Business Apps Current CapEx>OpEx IT as a function Future OpEx>CapEx IT as a component of business strategy Private Cloud Virtualized Data Center Networked Hardware Platform SoftwareTools SaaSPaaSIaaS 2003 Browser enabled Mostly PC Windows Azure Appliance 1 IT as a Service Components of on-prem data center Public Cloud Browser-LESS Mostly MOBILE
  67. 67. Bringing Digital to Life 67 What Does Cloud Computing Mean to You? Outsourced/ Third party solutions Pay per use or pay as you go No Hardware, no maintenance or upgrades Best of breed third party solutions on third party platform More for less No Big ticket costs Public network/assets for private business Leveraging the Internet as application/ service infrastructure No long term commitment on platform or versions Service providers become system integrators Affordable plug and play model for complex apps Service that bridges the IT gap between Enterprises and SMBs
  68. 68. Bringing Digital to Life 68 Metrics of Measurement: Revenue Spend Brand Equity Customer Satisfaction How Does Measurement Have to Change to Keep Up? How do we measure the cloud? IaaS SaaS PaaS
  69. 69. Bringing Digital to Life 69 What is the Business Technology Trajectory? Customer Focus Optimizing Hardware Footprint Hosted versus Outsourced ROI Deployment Customer Satisfaction Brand Momentum "You cannot control how this year's revenue compares to last year's revenue. You can't control it… you can control market share. You can control customer satisfaction.“ Steve Ballmer, Microsoft CEO
  70. 70. Bringing Digital to Life 70
  71. 71. Bringing Digital to Life 71 Core B2B Business Social Media – Goals • How can I enhance my brand – from increasing awareness/visibility (starting point) through to growing preference? • How can I efficiently acquire new customers (leads)? • How can I increase customer loyalty and retention?
  72. 72. Bringing Digital to Life 72 The importance of proprietary websites is being equaled, if not surpassed, by the rise of content sharing sites, mainstream acceptance of social media networks and the advent of universal search.
  73. 73. Bringing Digital to Life 73 Brands need to be present via relevant and engaging content which is conceived and executed expressly for use in these disparate forums - including content created by the brands, inspired by the brands and organically grown from the community.
  74. 74. Bringing Digital to Life 74 To win b2b must have a strategy across owned, earned and paid media. Owned Channel a brand controls Earned Word of mouth about brand Paid Brand pays for placement
  75. 75. Bringing Digital to Life 75 The Playing Field Paid Owned Earned & Owned
  76. 76. Bringing Digital to Life 76 In 2009/Q1 2010, approximately 66 customer and partner testimonial videos were developed and distributed with the following results to date * Statistic provided by YouTube • 82,790 video views after 11 months (as of 3/31) • 1,600 views per video are being generated from this campaign – Fewer than 20% of all videos on YouTube will reach over 500 views or less in their lifetime* • Average engagement rate on IBM.com pages: 61%, or 27% above target • Average cost per view: <$5.00 which is less than a paid search click • Average click through to IBM.com pages: 0.70%, compared to 0.15-0.20% for banners
  77. 77. Bringing Digital to Life 77 Search Results
  78. 78. Bringing Digital to Life 78 Summary • Universal search provides an ever expanding self space. • Content needs to be developed for consumption across platforms and devices. • Content strategies need to be planned across own, earned and paid media.
  79. 79. Bringing Digital to Life

×