The document discusses 5 major digital trends for 2013: 1. The convergence of the CMO and CTO roles as marketing increasingly relies on technology and data. 2. The rise of mobility as smartphones, tablets, and mobile devices surpass traditional platforms and consumers expect information on the go across various screens. 3. The emphasis on self-quantification, sensors, and data as consumers track information about themselves and businesses look to leverage this data. 4. The fragmentation of social media into niche communities and internal social platforms changing how organizations work. 5. The importance of location-based targeting and integration as location becomes a new context for understanding customers and delivering personalized, local experiences.

2. DYNAMIT :: Must Know Trends for 2013

3. Digital Trend #1
CONVERGENCE OF THE
CMO & CTO

4. Remember the old school IT guy?

5. And the marketing department that focused on
big ideas?

6. Those days are gone. Responsibilities have gotten
a little muddy.

7. “By 2017, the CMO will spend more on IT than
CTOs will. *Laura McLellan, Gartner

8. IT Spending Marketing is increasingly relying on technology to accomplish it’s goals as high-tech marketing
grabs a larger portion of the marketing budget.
Sources: Gartner, Blue Kai Infographic
DYNAMIT :: Must Know Trends for 2013

9. Marketers depend on data for just 11% of all
customer-related decisions *CEB

10. Ad Spend 2011 U.S. Ad Spend vs. Customer Time Spent
43%
40%
29%
23%
22%
16%
11%
9%
6%
1%
TV Print Web Radio Mobile
Ad Spend Per Media Time Spent Per Media
Sources: VSS, Mary Meeker (KPCB),
comScore, Alexa, Flurry Analytics
DYNAMIT :: Digital Opportunities in 2013

11. “In the future, we believe that a modern CIO-CMO
partnership will shape the success of the enterprise”
*Forrester

12. “The technology and marketing functions need to extend
beyond alignment and start togap between IT and Marketing
Steps to bridging the function like a single team
focused on the customer. *Forrester

13. “The technology and marketing functions need to extend
beyond alignment and start to function like a single team
focused on the customer.” *Forrester

14. Start hiring data gurus and statisticians

15. Tackle Digital Governance.

16. IT: Tackle Projects in Smaller Chunks

17. Digital Trend #2
MOBILITY

18. Opportunity 1
MOBILITY
Worldwide smartphone shipments continue to soar, with
a 42% year-over-year growth in 2012
*IDC

19. Opportunity 1
49.5%
MOBILITY
Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all
computers shipped will be a tablet.
*Gartner

20. Opportunity 1
MOBILITY
In 2013, mobile phones will overtake PCs as the
most common Web access device worldwide.
*Gartner

21. We’re now accessing the web from many devices

22. Smartphone Penetration 2011 U.S. Ad Spend vs. Customer Time Spent
And progressing from a “Lean Forward” mode...
Sources: VisionMobile Mobile
Megatrends 2012
DYNAMIT :: Digital Opportunities in 2013

23. to a “Lean Back” mindset.

24. Smartphone Penetration 2011 U.S. Ad Spend vs. Customer Time Spent
Sources: VisionMobile Mobile
Megatrends 2012
DYNAMIT :: Digital Opportunities in 2013

25. Important Mobile Considerations for 2013

26. “The Future Isn’t About Mobile; It’s About Mobility”
- David Armano

27. Put Strategy before Mobile Tactics

28. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

29. Opportunity 1
MOBILITY
Think in terms of CONTEXT.

30. And stop saying, “Mobile users won’t do that!”

31. Digital Trend #3
MOBILITY=
INFORMATION, SELF
QUANTIFIED
CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screen
sizes and devices.

32. Sensors are everywhere

33. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

34. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

35. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

36. Opportunity 1
MOBILITY
70% of American Adults are “Self-Trackers”
*Pew Internet
Responsive Web Design is here, but we’ve still got
a long way to go.

37. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

38. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

39. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

40. Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

41. Opportunity 1
MOBILITY
How will this impact business?
Source: Innovation-Alliance.net

42. Opportunity 1
MOBILITY
Open APIs will present many opportunities
Source: Innovation-Alliance.net

43. Opportunity 1
MOBILITY
Are you targeting self-trackers?

44. Digital Trend #4
MOBILITY=
INFORMATION,
FRAGMENTATION
CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screen
sizes and devices.

45. The true power of social media lies beneath the surface.

46. Opportunity 1
MOBILITY
We’re experiencing a ripple effect as conversations
progress to many niche communities

47. Opportunity 1
And users move to more personal and relevant
MOBILITY
communities

48. IT: Tackle Projects in Smaller Chunks

49. IT: Tackle Projects in Smaller Chunks

50. IT: Tackle Projects in Smaller Chunks

51. Opportunity 1
MOBILITY
Internal Social Platforms (like Jive) are changing the way
organizations work.

52. Lowe’s realized $1Million in additional revenue from a new way of selling paint that
came from an employee’s idea that was shared and vetted through an internal
social collaboration system. *Forbes

53. It’s very important that you develop a comprehensive
strategy...

54. Focused on niche communities and niche content.

55. Give social a chance to touch every aspect of your business.

56. Use new CRM tools to help monitor and measure
conversations.
*Image source: SalesForce

57. Digital Trend #5
MOBILITY=
INFORMATION,
LOCATION
CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screen
sizes and devices.

58. “91% of National Brands plan on maintaining or increasing budget
on local marketing. *Balihoo Research

59. US Mobile Ad Spending Projections:
"Mobile advertising, it grew from an almost insignificant category to a now
meaningful category in under two years” - David Silverman PWC

60. “By 2015, companies that focus on integrated processes for local
marketing enablement will increase revenue by 15-20%.”
- Gartner, 2012

61. “By 2015, companies that focus on integrated processes for local
marketing enablement will increase revenue by 15-20%.”
- Gartner, 2012
Location is the New Context

62. Google relies heavily on location

63. Apps like Waze are finding new ways to target consumers.

64. Geofencing presents huge targeting opportunities.

65. “We decided that rather than try to create behavior, we would take the behavior
that was already there and just help people do it more easily,”
- CMO, Dewayne Chambers

66. Passbook creates an easy way to integrate loyalty programs
with localization capabilities.

67. “Location isn’t just about offering a deal when a customer is near a retail
outlet. It’s about understanding the tapestry of data that customers create
over time. Fail to listen (and respond) at your own peril.”
- John Battelle, battellemedia.com

68. THANK YOU