13 Trends of 2013 - by Eduardo Mapa Jr, Executive Partner at Havas Media Ortega


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Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines. 

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13 Trends of 2013 - by Eduardo Mapa Jr, Executive Partner at Havas Media Ortega

  1. 1. 2013 Trends
  2. 2. 15,000 employees in over 125 markets
  3. 3. We are a global network passionate on trends. We monitor, decipher and evaluate trends to bring our clients to the future first.
  4. 4. In 2012, ‘Meaningful brands for asustainable future’ talked to over 50,000consumers in 14 countries.We researchedover 300 brands and importantly explorednew territories such as PersonalWellbeing + Sustainability.
  5. 5. The Landscape
  6. 6. 1. Data and Digital Explosion
  7. 7. The Rate of Innovation has been growing exponentially Based on the World Intellectual Property Office (WIPO), the number of patents being files in offices has been growing exponentially. The number of ground-break technologies, from pharmaceutical products, to machines, to software has been growing as exponentially as the number of facets and problems of our daily lives that these innovations are trying to touch and improve. Source: WIPO World Intellectual Property Indicators - http://www.wipo.int/freepublications/en/intproperty/941/wipo_pub_941_2010.pdf
  8. 8. Technology has been bringing the consumers into the digital and social spheres This innovation has been shepherding hundreds of millions of people yearly into the online realm. The internet population has doubled and the social media population has tripled roughly in the past 5 years. Source: ComScore
  9. 9. Technology is transforming how CEO’s are steering their corporationsCEO’s are aware that development of technology can change the game for existing industries. Advances in sectorslike energy, biotech, and even physics are revolutionizing products and organizational business models.Source: IBM - Leading Through Connections reporthttp://www.brandchannel.com/images/papers/536_IBMGlobalCEOs.PDF
  10. 10. 2. Experience Prioritization
  11. 11. Multi-Device Ownership
  12. 12. Emerging markets to approach 70% of global smartphone market
  13. 13. Development of app-economy
  14. 14. Ownership across Devices Pew Internet - US device ownership trendshttp://www.pewinternet.org/Trend-Data-(Adults)/Device-Ownership.aspx
  15. 15. Multi-Screen
  16. 16. Each device offers a specific kind of experience at each part of the dayExperience prioritization is observed in how consumers use each form of screen throughout the day. They use Tablets and Mobilephones when they commute to work around 6am. Throughout the middle and bulk of the day, they depend on their desktops andlaptops to accomplish their daily tasks. At the end of the day they look to mobile, and to a greater extent tablets, to reward themselveswith technologically-augmented experiences once they get back home and as they multi-screen with their television sets.
  17. 17. 3. “Good” Business
  18. 18. Only 33% of all brands are meaningful
  19. 19. Meaningful brands generate increasing returns for their companies
  20. 20. 4. Abundance Mindset
  21. 21. World Remapped : The New Middle Class
  22. 22. The New Middle ClassVarious macro socio-economic shifts are converging around the Asian middle-class. The nextgeneration will dominate the world market in terms of sheer population and more importantly, withtheir massive capacity to spend and contribute to their respective economies.Organization for Economic Co-operation and Development - The Emerging Middle Classhttp://www.oecd.org/social/poverty/44457738.pdf
  23. 23. Wealth is moving to Developing Markets Global GDP Growth Projections
  24. 24. World Economic Forum Insights http://www.youtube.com/watch?v=Nvx6qGc6X4s
  25. 25. Most of this Growth is driven by South East Asian markets Source: Sapient Nitro - US Shopping Experience Reporthttp://www.slideshare.net/sapient/sapientnitro-gfk-roper-survey#btnPrevious
  26. 26. Asians are leading Digital
  27. 27. 13 Trends for 2013
  28. 28. 13 Trends for 2013
  29. 29. 1. Progressive Screening Enhanced experiences through multiscreen engagement
  30. 30. Havas Media Progressive Screens insert video QuickTime™ and a decompressor are needed to see this picture. http://www.youtube.com/watch?v=lioK64vMH3E
  31. 31. Quiznosinsert videohttp://www.youtube.com/watch?v=7LQpRQh2KSQ
  32. 32. 2. Hyper-targeting
  33. 33. Vertu Video http://vimeo.com/41416654Manifestation of "hyper-targeting" by catering to a distinct set of consumers. Vertu targeted smart phone users within a certain radius from their stores.
  34. 34. 3. Micro-Community Small is the next big thing
  35. 35. Google+ Videohttp://www.youtube.com/watch?v=BeMZP-oyOII
  36. 36. 4. Life Tracking The Quantified Self
  37. 37. Life Tracking and Quantified Self http://www.youtube.com/watch?v=pEpNTFU0C0oTracking activities in your life, surrounding environments, and social networks to:1. Measure, monitor and visualize your performance and progress2. Optimize daily activities and behaviors (exercising, eating, sleeping, etc) to better enjoy life, be healthier and more productive.3. Make more informed purchase decisions4. Manage and develop your social reputation
  38. 38. Office dynamics will never be the same again. With LifeCheck, employees log inwork-related items like their time-in and outs or the man-hours spent on their daily to-dos. LifeCheck is backed by in-depth employee data and records, rewards and messages is as personal as it can get.
  39. 39. 5. FROM MEMORABLE TO MEANINGFUL Personal Well-being + Sustainability
  40. 40. Trust is the New Black
  41. 41. Trust is the New BlackThe global financial crisis, environmental disasters, and various corporate and governmentscandals has created widespread mistrust of corporations, governments and media. Moreimportant than ever to building brand equity and differentiation, trust has become a preciouscommodity, and its limited supply in the marketplace has stimulated consumer demand.Source: Ford consumer trend report - 13 trends for 2013http://i.usatoday.net/money/_pdfs/ford-consumer-trend-report.pdf
  42. 42. RECYCLEBANK- Recyclebank rewards people for taking green actionswith discounts and deals from more than 4,000 local businesses andnational brands.
  43. 43. 6. Celebration Nation
  44. 44. Flaunting the New “It” Cultures
  45. 45. The New Glocal: Tipping away from ‘global’ towards ‘local’ ‘Glocal’ (global plus local) was widely used a few years ago, as marketers sought to balance global strategies with local implementation.
  46. 46. Eyes of ArabiaThe New Glocal: Tipping away from ‘global’ towards ‘local’ QuickTime™ and a NEW LIFE INSIDEdecompressor are needed to see this picture. http://vimeo.com/41781051
  47. 47. 7. Entrepreneurial Consumers "Being the first is no longer soon enough"
  48. 48. ZaoZaohttp://www.youtube.com/watch?v=8CbhLqXXtS4Manifestation of "entrepreneurial consumers" through “pre-tailing” or funding designs prior to official their release.
  49. 49. 8. Emerging Squared
  50. 50. Emerging markets for emergingmarkets:Before, developed marketscatered to emerging ones whileemerging markets increasinglycatering to developed ones. Now,there is an explosion in productsand services from emergingmarkets for emerging markets.For example, Chinese and Brazilselling to middle classes inTurkey, India, South Africa
  51. 51. 9. Newism Global celebration of innovation
  52. 52. Digital Channels as a Method of Brand Discovery BDI Philippines – DAY TO DAY PRODUCTS, GWI Q4, 2012
  53. 53. Tryvertising through subscription boxes has arrived in the Philippines.This allows "presumers" to gain exclusive access to the newest productsand brands.
  54. 54. 10. Social Snacking Bite-sized social networking
  55. 55. Web SnackingAccording to Global Web Index, a vast majority of those who go online through their mobilephones are frequently online, as half of them are online at least once a day to several times a daybut are only spending bite-sized amounts of time online at a time. This is the trend that we’reseeing in the local telco industry but we dig deeper in our observed trend - Social Snacking.Source: Global Web Index - Q4 2012, Average Filipino
  56. 56. Social SnackingSocial media activities form the top activities while they are online on phones: Uploading onFacebook, updating your “status”, Chatting, Commenting, etc. This is what we call socialsnacking. Filipinos don’t just web snack, surfing for short amounts of time, Filipinos snack onbite-sized social experiences with their friends through their mobile phoneSource: Global Web Index - Q4 2012, Average Filipino
  57. 57. 11. Orchestration The New Integration
  58. 58. Make TV Sony Interactive Campaign QuickTime™ and a decompressor are needed to see this picture. http://www.youtube.com/watch?v=dEAgynm3Ng8 Manifestation of "orchestration" through use of TV, OOH-TV, and tablet-mobile-laptop, with each channel having a role of its own depending on its strengths.
  59. 59. 12. Social Shopping E-commerce through social platforms
  60. 60. More than just "friend-ing" a brand on a social network, Lyst allows netizens to follow their favoritebrands, designers and bloggers and get their personal recommendations and sales updates.
  61. 61. 13. DIY Healthcare
  62. 62. Consumer technology and mobile applications becomeaccessible conduits for healthcare services of doctors Screenshots are of the back-pain app that replaces the therapist. This also shows that even technology / software can be consumerized and personal Source: Technavio - 2011 report on mobile health market
  63. 63. Technology empowers the patient to take control of their own health Withings Blood Pressure Monitoring http://www.youtube.com/watch?v=hYM0gahC04MAs an extension of the iPhone, Withings is a blood pressure measurement gadget that provides accuratereadings and eliminates the hassle of having to depend on hospitals and doctors for healthcare services.
  64. 64. 13 Trends for 2013
  65. 65. 2013 Trends Thank You!