Digital is NOT one size fits all. There are overarching themes & trends that can drive efficiencies… BUTeach country has nuances that should be addressed when planning digital.
Digital Trends:• Mobile is king• Social connection drives behavior• eShopping has arrived• Digital giants dominate landscape• Ad spending continues to rise
Mobile is King In Europe, Japan and Australia it is a fast-rising star, becoming more and more sophisticated. In Developing Markets, it has become the baseline. People are skipping the PC phase and going straight into mobile internet. newmediaage – June 15th, 2011:“Unilever plans to use mobile as a key channel fordoubling the size of its business through emerging markets.”http://www.nma.co.uk/news/unilever-turns-to-mobile-to-double-business-in- emerging-markets/3027447.article Indonesia
Social Connection Drives Online BehaviorSocial networking is growing everywhere. In certain markets, such as Indonesia and Brazil, consumers are skipping traditional communication tools, such as email, and going directly into Facebook, Orkut and Twitter.
eShopping Has ArrivedThe line between online and offline shopping and buying behavior isblurring. Where online shopping is not happening yet, it is certainly influencing offline transactions. MercadoLivre: Brazil’s eBay Argentina: #1 Market for Groupon
Digital Giants Dominate the Global LandscapeMultinational sites and companies such as Google, Facebook, Twitter, and MSN, among others, trend towards the top in most countries, offering an opportunity to maximize efficiencies.
Digital Ad Spend On The Rise Major advertisers continue to increase their media spend ondifferent digital media, from mobile to banners, social to search. And there is much more to come.
The First ScreenMOBILE• 4.5 Billion Mobile Phone Subscriptions Globally by 2012• Mobile Web Traffic increasing 130% each Quarter since 2010• Mobile is not optional for consumers… or brands.• Mobile quickly moving from “3rd screen” to 1st screen.
Three Users, One Device. Brooke Davis Allen Age 16 Age 27 Age 52 --- --- --- Social & Media Social & Communication Communication & Productivity
Time Killers vs. Time SaversWhen you boil things down, mobile consumersreally want one of two types of experiences:• Something to waste time with• Something to save time with.Every brand in the world has at least one of thesetwo experiences to offer their target consumers.The trick is often determining which of the two willmeet the needs of both effectively.
How to think about mobile… Time Savers (tools) Time Killers (Experiences)
Addicted to Now.• $100 now, or $200 next week?• As we approach now, our decision-making becomes hyperbolically more irrational.• We can plan long range, but when it comes to now vs. later, we’re like pigeons. Wall Street Journal – How Future Self Impacts Saving
AisleIn the aisle, mobile isabout connecting withproducts.• Search• More information• Price comparison• Consumer reviews• Deals and offers
StoreAt the store level,mobile is more aboutwhere, when, and why.• Retailer relationship• Flexible offers• Loyalty• Convenience• Badge & Status
BeyondBeyond the store,mobile offers uniqueways to connect anddrive visits andcuriosity.• Alerts & CRM• Loyalty• Advertising• Search
Store – How It WorksShopAlerts –• 52% Lift in purchase intent• 54% lift in repeat store visits• 50% lift in search for more information• 15% lift in more info search on device• 22% conversion to purchase Your Brand• 78% overall consumer satisfaction with receiving offers
Near Field (NFC) & Over The Air (OTA) NFC – OTA – • Secure • Secured by NFC Credentials element • Swipe pay • Works over wifi, • Hardware layer 3G, etc… • Device to device • Broader range of • Support of interactions several apps at • Enable SSL-like once behaviors