2013 National Road Ahead Series - The Royals

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The document summarizes key digital marketing trends for 2013 based on a presentation by Steve O'Farrell of The Royals. It finds that the gap between first and second screen consumption is narrowing as people use multiple devices. It also notes that TV and Twitter have a symbiotic relationship, with each driving traffic to the other. Other trends include a focus on mobile apps and user experience over websites, social care replacing customer care, and hijacking existing media versus traditional advertising buys. Marketers are advised to focus on user engagement and attention rather than just impressions.

Career

Michael Page
2013
TRENDS
BRIEFING
February 21st, 2013
Steve O’Farrell, The Royals

Today’s Presentation

2013 Key Trends
What does this mean?
Planning
Operations
Agency Relationships
Media

Weekly time spent
across media by online australians
21:54
15:30
9:48
5:24
3:30 4:12
2:12

Magazine Newspaper Internet Internet Radio Broadcast Internet
via mobile via tablet TV

Australian Online Consumer Landscape,
Neilsen, March 2012

Average time spent
on the internet each week

22.6 hrs 21.2 hrs

Total 21.9hrs

20.9 hrs 20.8 hrs 18.7 hrs
26.2 hrs 24.4 hrs

16-24 Yrs 25-34 Yrs 35-44 Yrs 45-59 Yrs 60+ Yrs

Australian Online Consumer Landscape,
Neilsen, March 2012

Devices used
to access the internet

82% amongst smartphone owners

2011 55% 20% 18% 15% 11%

Mobile Tablet Games Portable Media Internet Enabled
Phone Console Player TV/ Smart TV

2010 50% 10%
Australian Online Consumer Landscape,
Neilsen, March 2012

The gap between
FIRST & SECOND
SCREEN NARROWS

TV and Twitter
PUMP UP EACH
OTHER’S TYRES

Strategies used Of the 83 total Non-CBS/NFL ads,
brands used the following cross-channel
to access the internet strategies to drive traffic from their ads.

Twitter and TV’s
symbiotic relationship

Discovery Engagement

TV

Technology for marketing,
not IT directors

Legacy marketing model:
Impressions based

Contemporary marketing model:
Expressions based

Operation integration vs.
Idea Intergration
Marketing
Merchandising
VM
Operations
Store Managers
Technology
ACTION

AWARENESS Advocacy
Marketing Marketing
Customer Service

Operational
integration...
ESPECIALLY IMPORTANT
FOR SOCIAL

Focus on holding
people’s attention
RATHER THAN GRABBING IT

‘State of the media: the social media report 2012’,
Nielsen, 2012

Channels used to
Access social care

Consumers turn to a wide variety of social media platforms for social
care. Social media users are most likely to comment on or ask a
question about a company’s product or service on Facebook, both
on the company’s page (29%) and on their personal page (28%).
Facebook | Company’s Page
Facebook | User’s Personal Page
Official Company Blog
Twitter | Personal Handle (no @mention of company)
Twitter | Company’s Handle (tweet from user’s personal handle
including an @mention of company)
YouTube | Company’s Channel
YouTube | User’s Personal Channel
UserNon-company Blog

Summary
Trends
• The gap between first and second screen narrows
• TV & Twitter pump up each other’s tyres
• Technology for Marketing, not IT Directors
• Product development
• Mobile apps the new microsite

What this means
• Expressions vs. impressions based marketing
• Operational integration vs. idea integration (esp. for social)
• Focus on holding people’s attention vs. grabbing it
• Social care vs. customer care
• Don’t buy media, create (or hijack) it

More Reading for
Digital Trends in 2013

http://www.forbes.com/sites/onmarketing/2013/02/12/a-realists-
guide-to-marketing-in-2013/

http://econsultancy.com/au/blog/61806-17-digital-marketing-and-
ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedlein

http://www.cmo.com/articles/2012/12/18/7-digital-marketing-trends-
to-watch-in-2013.frame.html

http://cdn1.hubspot.com/hub/53/2013-Marketing-Trends-01.pdf

http://www.forbes.com/sites/ciocentral/2012/12/20/follow-the-
money-digital-marketing-trends-for-2013/

http://www.idgconnectmarketers.com/marketing-2013-top-
predictions-for-us-marketers/

THANKS
Steve O’Farrell, The Royals
0423 063 624 | steveo@theroyals.com.au

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