La rivoluzione digitale in Italia

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a cura di Accenture per il Forum Digital media Milano 2011

La rivoluzione digitale in Italia

  1. 1. La rivoluzionedigitale in Italia:trend di mercato eimpatti sul businessAccenture Interactive
  2. 2. The Digital Evolution Forces Shaping Digital Transformation Social Media eCommerceGlobal Internet users 7 new Internet users per second USA Web sales $253 billion in 2010 2 billion World Internet users versus 2.3 births per second globally Forecast $1 trillion globally by 2013 28.7% of world population online 184 million blogs on the Internet 30% of offline sales are influenced online (March 30, 2011 www.internetworldstats.com) 346 million people globally read blogs 267 million websites (Dec 2010) 21% of Internet users are from (comScore March 2008) China (420 million) Mobile 84% of social media sites have more 42% of Internet users are in Asia women than men 4.3 billion mobile subscribers worldwide (Portio Research) 177 million tweets on Twitter per day (March 2011) Asia has half the world’s mobile subscribers USA Internet users 57% of Twitter’s users located in USA Revenue from mobile data will overtake fixed 240 MM users in USA 77% of voice by 2013 in the USA 517 million on Facebook (March 2011) population (Apr 2011 Nielsen) $500 million in 2009 globally from mobile 30 billion Facebook photos shared each Internet penetration hits 90% Internet advertising month globally 100 MM USA household 80% of Gen Y versus 20% of Boomers 67% are broadband connections connect with people on Social Media Digital Advertising (Accenture 2008) $25.7 billion in 2010 (USA) 25% of search engine results for top 25Global eMail brands link to user generated content Online surpassed Cable TV ad spending in 2007 (USA) 90 trillion sent on the Internet in 2010 78% trust peer recommendations 294 billion email messages per day Online is 9% of ad budget today (USA) 14% trust advertisements Financial Services 31% online versus 1.9 billion email users worldwide Media Consumption 1.5% online for CG&S (USA) (Ad Age 2009) 100 million new email users last year 8 to18 year old spend 7 hours and 38 $71 billion globally in 2010 74% email accounts consumers minutes each day consuming media By 2014, USA online spend $40 billion 26% email accounts corporate (ZenithOptimedia Group) 57% of Americans watch TV and surf Internet simultaneously 1/3 Internet traffic is video in 2009
  3. 3. Consumers“Technology”
  4. 4. Business & brands“Technology”
  5. 5. Are brands delivering?
  6. 6. Barriers… #1 timeframe Campaigns Relations Q1, Q2, Q3… Y1,Y2,Y3 …“Not all that is measurable is relevant and not all that is relevant could be measured”
  7. 7. Barriers… #2 measurement
  8. 8. Barriers… #2 measurement“Not all that is measurable is relevant and not allthat is relevant could be measured” KPIs MROI Business contribution
  9. 9. Barriers… #3 complexity Time to market Skills & tools Personalization
  10. 10. Barriers… #4 silos…
  11. 11. Barriers… #4 silos Marketing Operations Data
  12. 12. A journey to start…
  13. 13. Stakeholders are aware• Technology now underpins and shapes the entire customer experience (according to 65 % of CIOs and 50 % of CMOs)• Access to customer intelligence is critical to competitive advantage (according to 53 % of CIOs and 55 % of CMOs)• Reaching and engaging the market has become more digital driven (according to 40 % of CIOs and 44 % of CMOs) Copyright © 2010 Accenture All Rights Reserved. 13
  14. 14. Challenge… #1 mindsetCopyright © 2010 Accenture All Rights Reserved. 14
  15. 15. Challenge…#2 integration Goals/budgeting Marketing activities On–Off & On-On
  16. 16. Challenges…#3 technology Flexible & Integrated Efficient & Scalable Data enabled
  17. 17. Challenges… #4 data Relevance Optimization
  18. 18. How to? Long Term View Step by StepSET THE VISION Multiple Pieces One DestinationBUILD & TRANSFORM
  19. 19. Thanks! Federico Rampolla Accenture Interactive Italy Leadfederico.rampolla@accenture.com
  20. 20. A power to unlock!!!A world of opportunities
  21. 21. A world of opportunities A treasure to unlock !!!!
  22. 22. A world of opportunitiesA treasure to unlock !!!!
  23. 23. Copyright © 2010 Accenture All Rights Reserved. 23

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