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2012 Industry Trends


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2012 Industry Trends

  1. 1. Creative Integrated Marketing Solutions Team John Moran I President/Founder Marketing Professionals Producers I Operations I Sales I Designers I Copywriters
  2. 2. Creative Integrated Marketing Solutions Our Integrated Marketing Services: • Corporate Events & Event Technologies • Video/Film Production & Web TV • Online + Interactive Media Including Web Design, Social, Mobile • Graphic Design + Printing • Promotional Products + Custom Apparel • Market Intelligence + Strategic Analysis 21st Anniversary 2012 creative solutions since 1991
  3. 3. Creative Integrated Marketing Solutions Team Why Commission a Study? • Because of the challenges facing senior-level executives today, many are interested in information that will help them survive and thrive • Blue & Promotions relies heavily on companies like yours for our buWave Marketing siness - so we want to help in any way we can • We partnered with a research company to study the most significant challenges of marketers today and to identify solutions • We are pleased to share this executive briefing with you!
  4. 4. Top Challenges in Marketing Today Goals and Priorities to be Achieved • Lead Generation • Client Retention • Market Share Growth • Investor Communications • Competitor Differentiation • Brand Awareness • Revenue Growth • Marketing Outsourcing
  5. 5. Top Challenges in Marketing Today The 5 Most Critical Marketing Trends Facing Companies Today • Social Media Strategies for Business • Explosion of Online Video • Impact of Mobile Marketing • Power of Promotional Marketing • Events: Creating the “Wow” Factor
  6. 6. Top Challenges in Marketing Today According to Justin Kirby and Paul Marsden authors of Connected Marketing: • 90% of people, who are able to skip TV ads, do skip TV ads. • 65% of people believe they are constantly bombarded with too much advertising. • 56% of people avoid buying from companies that they feel advertise too much. • Of the 91% of consumers who opt out or unsubscribe to emails, 46% are driven to brand defection because the messages are simply not relevant (2009 poll from CMO Council and InfoPrint Solutions Company).
  7. 7. Top Challenges in Marketing Today Online social network users were three times more likely to trust their peers opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch)
  8. 8. The Growth of Facebook • Facebook replaced Google™ as the most trafficked website • Currently, Facebook has over 845 million users • 81% of online marketers use social media such as Facebook for increased exposure of their businesses • 62% of business people credit Facebook for increased traffic and business and 85% of small businesses claim to reap direct benefit from social media • 81% of business executives state that social media marketing boosts their bottom line results and enhances their brand and business relationships (“Facebook for Business Facts and Statistics”, AFFILIATEX)
  9. 9. Businesses’ Use of Social Media • 2 out of 3 social media users believes Twitter influences purchases • Online ad spend surpassed print for the first time in 2012 e-marketer • 38% of CEO’s label social media as high priority, and 57% plan to hike their social media spend in 2012 • 50% of people now follow brands on Twitter
  10. 10. Social Media and Average Time Spent • The top advantage of social media is generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%) and building new business partnerships (56%) • People spend 700 billion minutes on Facebook • 56% of marketers are using social media for 6 hours or more each week and 30% for 11 or more hours weekly • Social networking accounts for 19% of all time spent online, a major difference from a mere 6% in 2007 Time invested in social media depending on business type
  11. 11. The Benefits of Social Media • 73% of marketers indicated a rise in search engine rankings as a benefit of social media marketing • 72% of marketers who have been using social media for more than 3 years report that it had helped them close business
  12. 12. The Benefits of Social Media • 78 % of business saw an increase in website traffic • 45% 0f people who invested in 12 months or less in social media report new partnerships were gained • B2B companies also succeeded with brand monitoring, as well as with using Twitter invites for in-person events (the least common tactic of all).-
  13. 13. Explosion of Online Video • 182 million viewer watched online videos in the US in September 2010, with over 5 Billion videos watched (comScore, Inc) • E-mail Click-throughs improved 3 - 4 X when video included (Wistia) • Viewers 4 - 7X more likely to respond to dynamic audio-visual content than static text and graphics (Google & Double-Click) • More Engagement - viewers spend substantially more time on website when videos engaged • Video ads accounted for 14.1% of all videos viewed, and 1.2% of all videos viewed online.
  14. 14. Explosion of Online Video •With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, 2010) •181 million Americans watched 40 billion videos in January 2012. The • average viewer watched 22.6 hours. • E-commerce sites that use product videos sell up to 45% more • Zappos reports a 6 to 30 percent increase in sales for products with video • Consumer video usage on retail and brand sites hit record numbers during the 2011 Holiday season.
  15. 15. Explosion of Online Video • A Digiday survey found that 57% of marketing respondents plan to increase video advertising in 2012. • 105.1 million Americans watch video online each day, up 43% from 73.7 million in 2010 • The average video view length is up from 5 minutes to 5.8 minutes, showing an increasing willingness to watch longer form content • By 2014, that figure is forecast to rise to 77% of Internet users, (193.1 million people). In the same period, online video advertising spending will surge from $1.4 billion to $5.2 billion
  16. 16. Facts about YouTube • YouTube generates 4 Billion views a day • As of July 2011 YouTube is the 2nd most visited website • It is localized in 23 countries, across 24 different languages • On average, people spend 15 minutes on YouTube each day • There are 48 hours of video uploaded to YouTube every minute • There are 45 Million home page impressions every day in the US alone • It would take 1,700 years to watch the hundreds of millions of videos on YouTube (Jason Kincaid, TechCrunch) 

  17. 17. Explosion of Online Video • 67% of Internet usage is Video Based! • Almost 70% of internet users go online to watch videos • Over 37 million people watched the VW Darth Vadar Super Bowl Ad on YouTube • The average U.S. Internet user watches 239 videos per month. • (Sources: content-on-youtube/, Video.pdf, )
  18. 18. Explosion of Online Video Case Study: Colgate • Utilized online video to launch Wisp a new mini toothbrush aimed at young urban audience. • Colgate reported 6 million + engagements with the Wisp campaign
  19. 19. Explosion of Online Video Case Study: CISCO • Cisco: By 2013 video will be 90% of all consumer IP traffic and 64% of mobile. • Their campaign built momentum among its target audience and resulted in a positive reception to the launch of the ASR- 9000 product website, which also makes heavy use of video elements (
  20. 20. Mobile Marketing • US mobile and ad spending is set for dramatic growth (+50%), with eMarketer forecasting more than $2.6 billion in spending in 2012 ( • 57% of businesses and 67% of agencies that took part in Econsultancy’s Marketing Budgets report for 2012 said that investing in mobile applications was their top priority for the next year • In 2009, the U.S. market for local mobile advertising was worth $213 million. Various outlets are predicting that revenues will top $2 billion by 2014 ( • 60% of large businesses surveyed were interested in mobile advertising
  21. 21. Mobile Marketing and Smartphones • By the end of 2012, there will be more smartphones than feature phones • Mobile ad sales will enjoy growth of more than 20 cents of every online ad dollar spent next year borrell-associates-2011-ad-forecast-memo • Mobile advertising expenditures will continue to experience double-digit annual growth, hitting $5.04 billion by 2015 hit-1-24-billion-in-2011#seenit
  22. 22. Mobile Marketing and Apps • Apps are key in the success of the mobile industry: The mobile app market will increase from $6.8 million in 2010 to $29.5 billion by 2013 ( • Next year’s budgets for mobile apps are poised to grow 58.7% over the course of the upcoming year, accelerating from 2010 growth of 45.1 percent, making apps the fastest growing category of mobile advertising ( • In 2009, the U.S. market for local mobile advertising was worth $213 million. Various outlets are predicting that revenues will top $2 billion by 2014 ( • Mobile search and display ads are expected to pass messaging in 2012 (
  23. 23. Mobile SMS Case Study • OBJECTIVE: Build database of customers cell numbers for more effective and timely communications and to send mobile promotions. • PROGRAM: The Fuddruckers program includes corporate owned restaurants. For this campaign, customers are prompted to enter to text win a prize. Once the customer sends the text they receive a bounce back text prompting them to complete their entry by texting their 5 digit zip code to 89800. This enables Fuddruckers to create individual databases by their customers zip codes allowing numerous marketing possibilities. The program is promoted by means of signage throughout the restaurants. • RESULTS: In less than 5 weeks Fuddruckers had over 2,000 opt-in customer cell numbers in their database.
  24. 24. Corporate Events: Creating the “Wow” Factor • A key study finding is that even in a slowly rebounding economy, event and experiential marketers are expecting their event and experiential marketing budgets to grow by 7.8% in 2012. • A significant 95% of the respondents said that participating in a recent event made them more inclined to purchase the products being promoted. • Brands that measure their event programs expect their budgets to increase by a significant 12.5% in 2012
  25. 25. Corporate Events: Creating the “Wow” Factor Why Live Events? • Face-to-face meetings are still considered to have highest ROI of all marketing tools • Registration and joining instructions score 11% higher for live vs. virtual events • Speaker feedback scores 9% higher for real life event than virtual • Effective live events spark and engage all five senses for significantly better retention and impact, not possible with virtual events (Based on a recent FutureWatch 2009 survey conducted by Meeting Planners International (MPI) and American Express in January 2009)
  26. 26. Corporate Events: Creating the “Wow” Factor In a world of: All Content…All the Time How do you capture ATTENTION? …and most importantly tell your story?
  27. 27. Corporate Events: Creating the “Wow” Factor If you want their attention First you need to WOW them
  28. 28. Corporate Events: Creating the “Wow” Factor
  29. 29. Corporate Events: Creating the “Wow” Factor Creating a WOW factor, is all about exceeding the expectations of the viewer
  30. 30. Corporate Events: Creating the “Wow” Factor
  31. 31. Corporate Events: Creating the “Wow” Factor The WOW factor is an emotional response You know it when it happens
  32. 32. Corporate Events: Creating the “Wow” Factor Very simply being “Creative” is often doing the opposite of what people expect
  33. 33. Corporate Events: Creating the “Wow” Factor
  34. 34. The Case for Promotional Marketing • Nearly 83% of consumers recognized the brand of the promotional product they owned. Compared to print and other forms of TV ads, which only demand a 53% recall rate, brand recall for promotional products is greatly more significant than other forms of media • Promotional product industry’s revenue is up to $16.56 billion from $15.64 billion (Promotional Product Association International) • 48% of people want to receive more promotional products (Promotional Product Association International)
  35. 35. The Case for Promotional Marketing • 74% of people keep promotional products in their workspace (Promotional Product Association International) • 76.3% of attendees had a favorable attitude towards the company that gave them the product (Promotional Product Association International) • 58% of people keep promotional from one to five years (Promotional Product Association International)
  36. 36. The Case for Promotional Marketing • 91% of people keep promotional products in their kitchen (Promotional Product Association International) • The inclusion of a promotional product to a mail promotion increased the response rate by 50% (Promotional Product Association International) • 40% of salespeople who used gifts commented of how well the gifts were received by their customers. (Promotional Product Association International)
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  38. 38. Creative Integrated Marketing Solutions In business since 1991, BLUE WAVE began as both a surf apparel & action sports film brand, and a creative marketing solutions company We deliver creative, high-impact solutions for many of world’s top brands since the company’s inception Like extreme action-sports athletes test the limits of their minds, bodies and spirits - as well as the very rules of the game BLUE WAVE takes an extreme approach to marketing Blue Wave dives in to deliver exceptional marketing strategies to produce EPIC RESULTS Title
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  40. 40. Creative Integrated Marketing Solutions • Wave KNOWLEDGE we work to understand your message, market, audience and the latest media trends & ROI • Wave CREATIVE we deliver cool creative that really works • Wave PERFECTION we’re expert media & product producers • Wave INTEGRATION we seamlessly integrate our services to deliver powerful multi-channel solutions & epic results
  41. 41. Creative Integrated Marketing Solutions Our Integrated Marketing Services: • Corporate Events & Event Technologies • Video/Film Production & Web TV • Online + Interactive Media Including Web Design, Social, Mobile • Graphic Design + Printing • Promotional Products + Custom Apparel • Market Intelligence + Strategic Analysis Creative Solutions Since 1991Title
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