Digital Media Roadmap                                 2013Howard Zoss216.744.3040hzoss@zigmarketing.com                   ...
Digital Roadmap 2013►   Digital Media Trends►   Implications for Brands►   Strategic Media Focus                          ...
Digital Media Trends
Consumers Continue Shift to Digital  Mobile                                                            4                2...
Spend 11+ Hours with Media Daily  Over 70% on TV / Online                                                             5  ...
TV Usage Waning … For the First Time Ever                                            6                   Nielsen 2012     ...
Traditional Media is Becoming Less InfluentialThe Internet now trumps all media when it comes to ‘influencing purchases’  ...
Marketers Follow Digital Shift                                 8                                     8
But … Not to the Degree They Should  2010                                             9                                  ...
Mobile Opportunity Arises  2011                                   10                                   10
Implications►   Pronounced shift to digital media continues►   Mobile is the only growing medium►   But brands are still c...
mobile
Mobile Devices Have Passed PC’s in Sales                                           13                    2012 BI Intellige...
Mobile Internet Usage Will Surpass Desktop This year              2011              2012                                  ...
Smartphones Pass Feature Phones … And Growing                                                                15           ...
Mobile Web and APP Usage Show Huge Growth                                                   16                2012 Nielsen...
Mobile Devices are Taking Focus Away From TV                                                            17                ...
Marketers Follow Mobile Shift                                                    18        2012 Nielsen Courting the Mobil...
Implication►   Mobile is the marketing platform of the future                                                     19
Social
Social Media Drives Internet Usage Overwhelmingly                                                           21            ...
Social Media Drives Mobile Usage       2011                                                   +92%       2012             ...
60% of Consumers Do Social on Mobile … 31% Several Times a Day                                                            ...
Facebook & Twitter are Becoming Mobile Companies                                                            24            ...
Consumers Talk Brand Constantly on Social Media                                                       25                  ...
Social Influences Purchase                             26          Pew 2012                             26
In Fact … Social Now Drives Purchase                                       27
Cumulatively Social Sites Lead Brand Sites                                             28               Technorati 2013   ...
Facebook, Twitter, You Tube = Marketers Big 3                                                29                  Technorat...
Marketers Follow the Influence                                 30                                 30
Implication►   Social is the future of purchase influence                                                 31
Video
33June 2012 Data from Facebook & Twitter                                         33
75% of All U.S. Internet Users Watch Video                                                         34                June ...
Video Drives Mobile  280 Billion Viewed and Growing                                                              35      ...
Nielsen > Brand Recall is Higher for Online Video vs. TV                                                                 3...
Nielsen > Message Recall is Higher for Online Video vs. TV                                                                ...
Nielsen > TV is More Effective When Video Runs Simultaneously                                                             ...
Marketers Follow the Eyeballs                                39                                39
Implication►   Video is the future of viewership                                        40
Implications for Brands
Implication►   Pronounced shift to digital media continues  Mobile is the media platform of    the future►   Social and V...
Strategic Media Focus
Hyper Media Fragmentation = Declining Media Effectiveness                                                            44
Digital Focus  Sharable, Connected Media Platforms                                                      45
Focus Media Strategy          Sharability  Scale   Believability  Purchase Influence                                    ...
It is not going to get any easier
48
Thank You                                      Howard Zoss                                      216.744.3040              ...
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Zig Marketing Digtial Roadmap 2013

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Digital Media Trends, Implications for Brands, Strategic Media Focus

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  • It’s significant
  • 121.3 Million US Smartphone Owners – Comscore Mobile Lens Data
  • Zig Marketing Digtial Roadmap 2013

    1. 1. Digital Media Roadmap 2013Howard Zoss216.744.3040hzoss@zigmarketing.com 2.22.2013
    2. 2. Digital Roadmap 2013► Digital Media Trends► Implications for Brands► Strategic Media Focus 2
    3. 3. Digital Media Trends
    4. 4. Consumers Continue Shift to Digital  Mobile 4 2012 Blackstone Marketing Industry Review
    5. 5. Spend 11+ Hours with Media Daily  Over 70% on TV / Online 5 2012 eMarketer
    6. 6. TV Usage Waning … For the First Time Ever 6 Nielsen 2012 6
    7. 7. Traditional Media is Becoming Less InfluentialThe Internet now trumps all media when it comes to ‘influencing purchases’ 7 Source: Harris Interactive 2012
    8. 8. Marketers Follow Digital Shift 8 8
    9. 9. But … Not to the Degree They Should  2010 9 9
    10. 10. Mobile Opportunity Arises  2011 10 10
    11. 11. Implications► Pronounced shift to digital media continues► Mobile is the only growing medium► But brands are still clinging to their old media habits ► Dramatically overspending in print ► Continue to overspend in broadcast 11► Social Media and Mobile lead digital growth► Mobile represents the largest future media opportunity
    12. 12. mobile
    13. 13. Mobile Devices Have Passed PC’s in Sales 13 2012 BI Intelligence
    14. 14. Mobile Internet Usage Will Surpass Desktop This year 2011 2012 14 2012 Nielsen Social Media Report
    15. 15. Smartphones Pass Feature Phones … And Growing 15 2013 Nielsen Courting Today’s Mobile Consumer
    16. 16. Mobile Web and APP Usage Show Huge Growth 16 2012 Nielsen Social Media Report 16
    17. 17. Mobile Devices are Taking Focus Away From TV 17 2012 Nielsen Courting the Mobile Consumer 17
    18. 18. Marketers Follow Mobile Shift 18 2012 Nielsen Courting the Mobile Consumer 18
    19. 19. Implication► Mobile is the marketing platform of the future 19
    20. 20. Social
    21. 21. Social Media Drives Internet Usage Overwhelmingly 21 2012 Nielsen The Digital Revolution
    22. 22. Social Media Drives Mobile Usage 2011 +92% 2012 +89% 2012 Nielsen Social Media Report
    23. 23. 60% of Consumers Do Social on Mobile … 31% Several Times a Day 23 2012 Edison Research The Social Habit
    24. 24. Facebook & Twitter are Becoming Mobile Companies 24 June 2012 Data from Facebook & Twitter 24
    25. 25. Consumers Talk Brand Constantly on Social Media 25 2012 Nielsen Social Media Report 25
    26. 26. Social Influences Purchase 26 Pew 2012 26
    27. 27. In Fact … Social Now Drives Purchase 27
    28. 28. Cumulatively Social Sites Lead Brand Sites 28 Technorati 2013 28
    29. 29. Facebook, Twitter, You Tube = Marketers Big 3 29 Technorati 2013 29
    30. 30. Marketers Follow the Influence 30 30
    31. 31. Implication► Social is the future of purchase influence 31
    32. 32. Video
    33. 33. 33June 2012 Data from Facebook & Twitter 33
    34. 34. 75% of All U.S. Internet Users Watch Video 34 June 2012 Data from Facebook & Twitter 34
    35. 35. Video Drives Mobile  280 Billion Viewed and Growing 35 June 2012 Data from Facebook & Twitter 35
    36. 36. Nielsen > Brand Recall is Higher for Online Video vs. TV 36 On-Air TV Online Full-Length (Broadcast + Cable) TV EpisodesSource: Nielsen
    37. 37. Nielsen > Message Recall is Higher for Online Video vs. TV 37Source: Nielsen
    38. 38. Nielsen > TV is More Effective When Video Runs Simultaneously 38Source: Nielsen
    39. 39. Marketers Follow the Eyeballs 39 39
    40. 40. Implication► Video is the future of viewership 40
    41. 41. Implications for Brands
    42. 42. Implication► Pronounced shift to digital media continues  Mobile is the media platform of the future► Social and Video are the key drivers of mobile growth … especially Social► There is strong linkage and connectivity between Mobile, Social and Video 42 media► Because brands still remain behind in their media allocation … an opportunity exists, for forward thinking companies, to take an even stronger digital media lead and influence consumers and their purchase behaviors … beyond their competitors
    43. 43. Strategic Media Focus
    44. 44. Hyper Media Fragmentation = Declining Media Effectiveness 44
    45. 45. Digital Focus  Sharable, Connected Media Platforms 45
    46. 46. Focus Media Strategy Sharability  Scale Believability  Purchase Influence 46Efficiency  Maximum Budget Utilization
    47. 47. It is not going to get any easier
    48. 48. 48
    49. 49. Thank You Howard Zoss 216.744.3040 hzoss@zigmarketing.com 49 49All ideas contained herein are the sole intellectual property of Zig Marketing Inc. and cannot be used without express written consent

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