5 Trends for 2013 - Consumer : Media : Technology


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A view on some of the major trends affecting marketers in 2013.

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5 Trends for 2013 - Consumer : Media : Technology

  1. 1. francisanderson.com
  2. 2. francisanderson.com Five Trends for 2013 Consumer : Media : Technology January 2013
  3. 3. francisanderson.com Five Trends for 2013 The Evolution of Social Screens Everywhere Mobile and Mobility Location: the new Context Virtual blends with Actual 1 2 3 4 5
  4. 4. francisanderson.com The Evolution of Social A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers 1
  5. 5. francisanderson.com Social - Niche Networks Although no one is looking for the next “big” social network, people are willing to join smaller, more specialized, interest-based networks
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  9. 9. francisanderson.com Social - Personalization Facebook’s EdgeRank algorithm prioritizes content on each user’s wall and shows them the most relevant content to them.
  10. 10. francisanderson.com Social – Cloaking/ Blocking People taking control of what they want to see – and who sees their personal details
  11. 11. francisanderson.com Social – Alternate Brand Currencies Trading virtual goods, or offering rewards for specified consumer actions
  12. 12. francisanderson.com Social – The Quantified Self An emerging practice of self-tracking using social media and technology as a tool of personal and social enlightenment and sharing.
  13. 13. francisanderson.com Social - Pictures In an increasingly visual world, a picture can be worth a thousand words.
  14. 14. francisanderson.com Social - Camera Ready Social media and increasingly pervasive HD drives a culture of Perfect Beauty. Innovations that enable a “camera ready” image are entering the market
  15. 15. francisanderson.com Social – Instant Erase With the growth in photo sharing (and some potentially negative consequences), special apps are being created so that your risque photo will not be preserved for prosperity!
  16. 16. francisanderson.com Social - Gamification Gamification - the use of game mechanics and game design techniques in non-game contexts - is an engaging ways to immerse consumers in brands.
  17. 17. francisanderson.com Screens ... Everywhere High Definition and Touch screens are becoming all-pervasive 100ft 10ft 3ft 1ft 2ft 2
  18. 18. francisanderson.com Screens Everywhere - Window Shopping New touch screen and gesture technology make it possible to shop and interact even when the store is closed.
  19. 19. francisanderson.com Screens Everywhere - Tablets Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped will be a Tablet (Source: Gartner).
  20. 20. francisanderson.com Screens Everywhere - Comfortable Computing TBD TV Web iPad/Tablet Desire Seeking entertainment + Seeking information + Seeking experience Experience Watch + Read, engage + Touch, do Breakthrough Creativity + Interactivity + Effortless immersion Lean Back Lean Forward Comfortable Tablets represent the “third era” in screen engagement
  21. 21. francisanderson.com Screens Everywhere – Passive / Interactive Tablets can make a traditional passive media like TV interactive, social and transactional
  22. 22. francisanderson.com Screens Everywhere – Asset Heavy to Asset Light From pay-for-ownership of physical assets in a fixed location, to on-demand, instant access anywhere paid for by advertising or subscription.
  23. 23. francisanderson.com Screens Everywhere – Life is Beautiful New High-Definition screens can give print-like quality with the added benefit of backlighting, motion, interactivity and transaction
  24. 24. francisanderson.com Mobile – One screen to rule them all … In 2013, mobile phones will overtake PCs as the most common Web access device worldwide 3
  25. 25. francisanderson.com Mobile – Rapid Growth and Accessibility Smartphone penetration is not only growing rapidly but lower-cost devices are proliferating $95 $70
  26. 26. francisanderson.com Mobile – The “Everything Interface” Increasingly many aspects of people’s virtual and physical lives can be controlled by specialized mobile phone apps – effectively becoming a “remote control” for life
  27. 27. francisanderson.com Mobile – Media Multitasking Screen-shifting and parallel consumption are making formerly passive entertainment interactive – enabled by internet enabled mobile devices and custom apps
  28. 28. francisanderson.com Mobile – Frictionless Purchasing Mobile payment will no longer require typing or swiping, just a bump or a gesture
  29. 29. francisanderson.com Mobile - Effortless Content Pre-digested or curated content helps navigate the boiling sea of information in a mobile- friendly format
  30. 30. francisanderson.com Mobile - Facial Recognition Built-in Apps like Recognizr offer “Minority Report”-style opportunities for brads to offer personalized offers to consumers
  31. 31. francisanderson.com Mobile - NFC Tags “Like QR Codes on steroids”. Easy ways for brands to provide downloadable information and transaction opportunities.
  32. 32. francisanderson.com Mobile - Flexible Screens Increasingly flexible and thin screens increase mobile go-anywhere versatility
  33. 33. francisanderson.com Mobile – Nomophobia / Juice Jitters “My phone is my fifth limb” – brands can offer utility to find phones or recharge.
  34. 34. francisanderson.com Location The biggest shift in consumer behavior is guided by smart phones and all they enable – be it social, local or mobile. Time and location based media are growing. 4
  35. 35. francisanderson.com Location – The New Context Not just what media is being consumed, but where the consumer is and what real world activity they are undertaking
  36. 36. francisanderson.com Location – Maps and Mashups With the mobile phone becoming the new default for finding your way, it is also becoming the default for finding places, products, services and people near you now.
  37. 37. francisanderson.com Location - Apps Foursquare Google Places Where Nike+ An array of (often free) apps are available to leverage digital maps and social recommendations to real world locale
  38. 38. francisanderson.com Location - Geofencing Geofencing presents huge targeting opportunities and a new ability to interact with consumer near or at point of purchase.
  39. 39. francisanderson.com Location – Mobile as In Store Medium Mobile is increasingly being used by shoppers for in-store reviews and price-checks. Marketers can deliver incentives in real time to affect the key moment of purchase.
  40. 40. francisanderson.com Virtual to Actual With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one. 5
  41. 41. francisanderson.com Virtual / Actual – Digitized Reality Real world hybrids combine digital functionality with the palette of the physical world. Augmented reality is one facet of this.
  42. 42. francisanderson.com Virtual / Actual – Real World Liking Technologies like RFID seamlessly combine with social media, empowering consumers to “Like” real world objects as well as digital or virtual ones.
  43. 43. francisanderson.com Virtual / Actual - Everything is Smart Formerly dumb devices will be controllable by and offering feedback to Smart devices
  44. 44. francisanderson.com Virtual / Actual - Tech Humanization Voice and gesture control means our technology will adapt to us rather than us adapting to it. Our digital experiences will be more intuitive and tech will take on a human persona
  45. 45. francisanderson.com Virtual / Actual - Rematerializing Brands are creating physical products to enhance or embody the virtual digital lifestyle - so consumers can enjoy a tactile, tangible object as part of their digital consumption
  46. 46. francisanderson.com Closing Thoughts •  Give Social a chance to touch every part of your business •  Explore niche communities/ content •  Explore ways of adding geo-relevance •  Make every communication interactive via mobile •  Engage and reward our always-connected consumers
  47. 47. francisanderson.com Food for Thought? Thank You
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