Product Camp Presentation by Samantha Yorke - June 2013


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Acting CEO/Director of Regulator Affairs, Samantha Yorke presented at Product Camp Sydney in June 2013 on the topic 'Future Trends in Digital Advertising'. Emerging trends were highlighted, which will have a direct impact on marketing and advertising strategies including Omnichannel, Singularity and Multiscreen Behaviours.

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  • Preview of what we’ll be sharing with our members on 13 June.
  • Omni-channel experiences thanks to always connected, leads rise to research as well as socialThis diagram depicts the difference in the move between multi and omni channel experiences. Thanks to smartphones, the local and social elements are all combined to one overall reachable experience.Smartphones in our pockets mean we are always connected not just to the internet but to social networks too, so we can check recommendations. It’s imperative that you try and take advantage of this connectivity.Data intelligence firm Experian spoke to us about predictions for 2013, Jon Buss, Experian’s Marketing Services manager made clear the importance of marketers adopting an omnichannel approach. More people globally have a smartphone than a toothbrush, read more about it on 12ahead.Savvy marketers need to make use of real-time analytics and the abundance of touch-points, in order to be able to influence the customer feedback loop. Because interestingly people don’t realise they are interacting over so many different channels. They will make use of mobile as a shopping aide.
  • Seen as a bridge to connect virtual and real worlds of commerce. Chinese retailer Yihaodian has announced plans to launch over 1,000 virtual supermarkets in empty urban spaces.The scheme is being dubbed Unlimited Yihaodian and will see spaces in some of China’s busiest areas transformed into retail opportunities. Shoppers will only be able to see the items through their smartphone, however, as these virtual stores will be fuelled by augmented reality technology.Yihaodian wants to promote the convenience and innovation of online shopping by tethering 1000 3D virtual stores to offline landmarks and outside competitor bricks and mortar stores.  
  • Marketers are having to re-establish their attitude towards pricing products in order to better reach people and sell more.Dynamic pricing. Merchants alter the prices of products in order to stay competitive, this keeps them on the top pages of search engine results. Mercent Corp., the company that provides the software used by Cookie's, says it changes the price of two million products an hour. Mercent says it makes price decision based on a variety of factors such as competitors' prices, competitors' shipping prices, manufacturer price restrictions and seasonal sales, all to help the products stay relevant and appealing to people. Consumer demand is also impacting dynamic pricing, so the more people who are interested in a product will affect the price, simple supply and demand model.These Name-your-price modelsempower the consumer, leading to proactive consumption.
  • Kurzweil predicts this to happen around 2045It is relevant for marketers now to understand this cross between technology, automation and humans now because the context is:People and computers merge as oneInternet of thingsMachine to machine
  • Internet of Things is a key pillar to The Singularity. The term itself was first coined over 10 years ago but the fact that certain technologies such as RFID are becoming mainstream means it is more pertinent to marketers now.Essentially the Internet Of Things represents the connectedness of everything, particularly physical things. The internet is no longer websites talking to websites – it’s connected to real objects and physical goods, creating a internet of ‘things or stuff’.
  • Strongbow Start Cap by WorkClub.The development blog – is a great resource to see how the agency is working on this.As you can see in the top right corner, the startcap is powered by RFID chips that start a real world or digital experience via the opening of a bottle. The idea being that you ‘start something’ by opening a bottle of Strongbow… literally. An early test in Budapest saw a whole bar rigged with experiences such as light turning on and off, glitter cannons, music playing… as well as the bottles being linked to social sites and online actions.
  • Much research has been done into the fact that people DO multi-screen, but we’re interested in WHY people do it.For marketers is obviously means more screens = more touchpoints
  • Product Camp Presentation by Samantha Yorke - June 2013

    1. 1. Product CampJune 2013
    2. 2. How can we help you?• Highlight three emerging technology trendswhich will have a direct impact on marketingand advertising strategies:– Omnichannel– Singularity– Multiscreen behaviours
    3. 3. OmnichannelImage from David Sealey, SoLoMo for Omnichannel Customer Experience
    4. 4. Unlimited Yihaodian
    5. 5. InsightSource: WSJ, September 2012Mercent Corp. changes the price oftwo million products an hour
    6. 6. Learning Outcomes• Recognise the many ways of reachingpeople, and how they are using growingtechnology to change their purchasing habits• Understand the importance of transparency –how it gives credibility and authenticity
    7. 7. The SingularityDefinition according to futuristRay Kurzweil:“The singularity is atechnological-evolutionaryjump. Technology isprogressing atsuch a rate thatit will intersect and surpass theprocessing power of thehuman brain.”
    8. 8. • First coined by Kevin Ashton in 1999• Now more mainstream use of technologies suchas RFID which connects physical ‘things and stuff’to the web• 2012 was also arguably the year of ‘big data’ –interest in linking data between people, the weband things increasedInternet of Things
    9. 9. Strongbow
    10. 10. Learning outcomes• Understand what ‘The Singularity’ is and whatit means for marketers in 2013• Why it is an important trend to follow this year• Learn what ‘Internet of Things’ and M2Mmeans for marketers
    11. 11. Multiscreen OverviewSource: Google/Ipsos – Q3 2012
    12. 12. The TV screen is the least likely screen to capture people’sundivided attentionAnd only 5% of those people watch TV without any other screensQB12-16 When using your SCREEN, how much of the time do you spend using each of the following devices? (Base: Smartphone n=1,347, Laptopn=1,663, Tablet n=649, Desktop n=1,453, TV n=1,860)*9% 9%10%19%5%ScreenexclusivityMost people ‘do’ multi screen behaviour (75%)March 2013IAB Multi-Screen Briefing© 2013 IAB Australia Pty Ltd
    13. 13. People are quite comfortable clicking through when the screen fitsPeople interact more with ads seen on laptops/desktopsthan phones: it’s a more active deviceAds in digital environments are seen as annoyinginterruptions: but most people do click throughAnd digital clearly drives sales: from awareness andadvocacy to attitude change and action5. Ads work across all screens but differentlyMarch 2013IAB Multi-Screen Briefing© 2013 IAB Australia Pty Ltd
    14. 14. 27% Bought a product orservice24% Spoken tofriends/family about Iproduct I saw advertised14Mobile gets a high rate of attention but ads seen on differentscreens drive quite different behavioursQD3C In the past 3 months which of the following have you done as a result of seeing an ad on each of the following devices? n= 485-204916% Posted about aproduct / service online55% Searched online fora product / service49% Learned more abouta product / service46% Found out about anew product of service39% Clicked through anonline adNothingsignificant% of people who have‘clicked through’:45%Different actions from seeing ads ondifferent screens% of people who have‘clicked through’:53%% of people who have‘clicked through’:65%
    15. 15. Multi-Screen• Understand development of Multi-Screentrend• Establish what viewers are doing while theymulti-screen• Learn about connected TV ecosystems• Take risks with narrative – new technologiesare opening many doors so owning the livingroom is still up for grabs
    16. 16. Want more?– 13 June 8 - 10.30am Sky Venue, Sky Tower– Niall McKinney, Founder and CEO of trends platform12ahead + panel of senior marketers– Key digital marketing trends of the future. Followingthis, our panel of experts will discuss how these trends willimpact the role of marketers and the skills they will need.You can find more details of the event below.
    17. 17. Thank you!• The Interactive Advertising Bureau (IAB) Limited isthe peak trade association for online and mobileadvertising in Australia.• Our main objective is to increase the share ofadvertising and marketing dollars that interactivemedia captures in the marketplace.• We work with our members and the broaderadvertising and marketing industry to assistmarketers to identify how best to employ onlineas part of their marketing strategy.• We are one of over 40 IABs around the world.