Trends Presentation for IMS


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Resource Interactive's Kelly Mooney, President and author of The Open Brand, and Dan Shust, Director of Emerging Media, revealed the business implications of existing and emerging digital trends within the context of the web-empowered consumer.

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Trends Presentation for IMS

  1. 1. Digital Trends Highlights December 8, 2009 COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
  2. 2. More than 3.5 billion 25% of Americans minutes are spent on watched a short video Facebook each day on their phone in the worldwide. last month. Facebook, 2009 Solutions Research Group, 2009 Over 18 million twitter By 2020, more content users in the U.S. will be consumed by Twitdir, 2009 mobile devices than all other devices. 900,000: average m-metrics, 2009 Mobile Commerce Landscape number of blogs posted in a 24 hour period. More than 25% of the Technorati, 2009 search results on Google Hulu streams grew 6x to 373 million YOY, brands, are consumer April 2009. generated content. Nielsen Buzz Metrics, 2008 Nielsen, 2009
  3. 3. a new consumer journey : Impact of traditional advertising at the onset of the consumer journey has declined : Explosion of influential consumers icitizens shaping perceptions : Marketing and media must be fundamentally transformed to be cross-channel, participatory, interactive, 2-way O.P.E.N. View parenting video Rate & review Share product Read a experience Download blog mobile coupon Purchase Write a Join a online blog community Talk to friends LISTEN CREATE FACILITATE SUPPORT REENGAGE & & LEARN CONNECTIONS PARTICIPATION PURCHASE EMPOWER
  4. 4. the love triangle b2c and b2we how does your brand connect, enable, add value?
  5. 5. the web is projected to influence 50% of offline sales by 2012 TOTAL SALES (millions) Offline Sales Total Online Impact 50% 48% 45% 47% 42% 38% Offline Sales Influenced by Online Online Sales 2007 2008 2009 2010 2011 2012 Jupiter: US Online Retail Forecast, 2007 - 2012
  6. 6. 2012: web significant growth contributor Web as a % of total Web as a % of total sales SALES GROWTH 7%* 11%* ONLINE ONLINE 43% ONLINE 57% 89% 93% OFFLINE OFFLINE *These %s are deflated by large categories with extremely low online penetration such as autos and food Source: Forrester US eCommerce Forecast: 2008-2012
  7. 7. disparity between time spent online and internet ad spending *Note: consumer media time does not include time spent using a cell phone, watching DVDs or playing video games. Source: Forrester Research, January 4, 2008
  8. 8. WORLDVIEW OF A WORLDVIEW OF AN CLOSED BRAND OPEN BRAND Fosters Communities Targets Consumers of Consumers Monologue Dialogue / Trilogue Awareness Engagement Push Pull Guarded Communications Transparent Communications Created by Marketers Co-created With Consumers Brand Management Brand Stewardship
  9. 9. On-Demand Personal Engaging Networked Defining Traits of O.P.E.N. • Efficiency • Acknowledgement • Participation • Self-expression • Ease • Dialogue • Belonging • Ego gratification • Control • Customization • Immersion • Portability • Findability • Privilege • Entertainment • Community • Instantaneousness • Popularity • Inspiration • Meaningful change A strategic framework to fuel relevant experiences for the social-web empowered consumer and communities.
  10. 10. On-Demand Personal Engaging Networked Facebook Fan Pages Facebook Fan Pages Microblogging Microblogging Microblogging Social Network Integration Social Network Integration Social Network Integration Interactive Products Interactive Products Interactive Products Crowdsourcing Crowdsourcing Mobile Branded Experiences Mobile Branded Experiences Social Shopping Social Shopping Social Shopping Social Shopping Mapping/Location Awareness Mapping/Location Awareness Mapping/Location Awareness mCommerce mCommerce Augmented Reality
  11. 11. William Gibson, Author
  12. 12. 1. Microblogging
  13. 13. Ashton Kutcher and Ellen Degeneres combined have more Twitter followers than the population of Ireland, Norway, or Panama. Twitter & World Population Data
  14. 14. earned more than $2 million in revenue at @DellOutlet, attributed directly to our Twitter activity. Direct2Dell Blog, June 2009
  15. 15. Tweetdeck
  16. 16. Dell Zappos Home Depot Starbucks Jet Blue
  17. 17. Dell Zappos
  18. 18. Microblogging: Opportunities • Listen in on discussions about your brand, industry, etc. • Deliver promotions, special opportunities, etc. • Support your product and services • Engage customers in a two-way conversation
  19. 19. 2. Interactive Products Bridging the physical and digital worlds
  20. 20. By 2020, more content will be consumed by mobile devices than all other platforms PC included. Pew Internet & American Life Report
  21. 21. Barnes & Noble Alli ShopSavvy Android App
  22. 22. Interactive Products: Opportunities • Enhance shopability and deliver product compatibility recommendations. • Create unique and richer connections between products and digital experiences. • Connect print advertising, OOH to digital. • Integration of location information, time, profile, etc.
  23. 23. 3. Mobile Branded Experiences A new constant conduit
  24. 24. More than 2 billion applications downloaded since the App Store opened in mid-2008. Fierce Mobile Content
  25. 25. Blackberry Storm iPhone App Store Palm Pre iPhone Android App Store
  26. 26. Ralph Kraft Chanel Charmin Lauren
  27. 27. Sherwin Williams COLORsnap iPhone App
  28. 28. Mobile Branded Experiences: Opportunities • Deliver rich, highly engaging content. • Can take advantage of hardware functionality (GPS, camera, video, etc.). • Participate in sponsorships of existing platforms/experiences. • Can be directly monetized.
  29. 29. 4. Social Shopping Participatory, engaging, viral.
  30. 30. Now with connective technologies like Facebook Connect, Google FriendConnect, and OpenID, consumers will now be able to see reviews, experiences, and critiques from people they actually know and trust. Jeremiah Owyang, Forrester Research
  31. 31. thisnext Kaboodle JanSport
  32. 32. Off the Wall
  33. 33. Off the Wall
  34. 34. Off the Wall
  35. 35. Off the Wall
  36. 36. Social Shopping: Opportunities • graph. • Increase sales by allowing time-shifted and real-time friend approval. • Build shopping experiences into major social networking platforms. • Mirror physical group shopping experiences in the digital realm.
  37. 37. 5. Augmented Reality The next big thing?
  38. 38. Interaction is no longer simply a face- to-screen exchange, but dissolves itself in the surrounding space and objects. Wired, October 2009
  39. 39. Lego Ray-Ban
  40. 40. MIT Sixth Sense
  41. 41. Augmented Reality: Opportunities • Reinvigorate print advertising and point of purchase. • View products in 3 dimensions (and with • interactions, wayfinding, purchase decisions, etc.
  42. 42. Get personally involved. Sign up for some of these services (Twitter, Facebook, etc.) , try out new technologies. Think about your relationship with your customers. Where are your shortcomings, your pain points? How could your relationship be enhanced by being more O.P.E.N.? How could this effect your business goals? Which trends or technologies help you achieve those goals? Set up a test and learn activity or pilot. Measure your success.
  43. 43. THANK YOU.