Consumer : Media : Technology 2013 Trends January 2013
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 running brands - Jim Stengel
Five Trends for 2013 The Evolution of Social Screens Everywhere 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 100ft 10ft 3ft 2ft 1ft 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 Lean Back Lean Forward Comfortable TV Web iPad/TabletDesire Seeking entertainment + Seeking information + Seeking experienceExperience Watch + Read, engage + Touch, doBreakthrou Creativity + Interactivity + Effortless immersiongh TBD Tablets represent the “third era” in screen engagement
Screens Everywhere – Passive / Interactive Tablets can make a traditional passive media like TV interactive, social and transactional
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 device worldwide
Mobile – Rapid Growth and Accessibility $9 5 $7 0 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-friendly format
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.
Location 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 Foursquare Google Nike+ Where Places 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
Closing Thoughts • 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? Thank You firstname.lastname@example.org