Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
Learn The Basics of Influencer Marketing.
Summary:
1) What Influencer Marketing Is
2) What works in Influencer Marketing
3) What Influencer Marketing is Not
4) What doesn't work in Influencer Marketing
5) One Simple Rule: Influencer Marketing is Marketing to Influencers
6) An Influencer Marketing Campaign: A Case Study
This content originally appeared on: https://influencermarketinghub.com/what-is-influencer-marketing/
Next Generation Media Quarterly October 2011dentsu
This is a regular update on the best and most interesting stories, facts and examples from the world of digital media. All content is taken from July - September 2011.
Compiled by Dan Calladine, Head of Media Futures, Aegis Media
Carat Global has been producing trend reports for over 5 years, looking at new technologies that will become more important and relevant to clients.
The trends for 2017 are all growing in importance, and will all have implications for clients.
The trends for 2017 involve two big themes:
The evolution of content, including live video, sports rights, and augmented reality
The growing links between digital and physical worlds, including identity, the expectation of speed, and controlling the IoT ecosystem
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
Learn The Basics of Influencer Marketing.
Summary:
1) What Influencer Marketing Is
2) What works in Influencer Marketing
3) What Influencer Marketing is Not
4) What doesn't work in Influencer Marketing
5) One Simple Rule: Influencer Marketing is Marketing to Influencers
6) An Influencer Marketing Campaign: A Case Study
This content originally appeared on: https://influencermarketinghub.com/what-is-influencer-marketing/
Next Generation Media Quarterly October 2011dentsu
This is a regular update on the best and most interesting stories, facts and examples from the world of digital media. All content is taken from July - September 2011.
Compiled by Dan Calladine, Head of Media Futures, Aegis Media
Carat Global has been producing trend reports for over 5 years, looking at new technologies that will become more important and relevant to clients.
The trends for 2017 are all growing in importance, and will all have implications for clients.
The trends for 2017 involve two big themes:
The evolution of content, including live video, sports rights, and augmented reality
The growing links between digital and physical worlds, including identity, the expectation of speed, and controlling the IoT ecosystem
#CIPRsm (CIPR Social Media Panel) - Mobile and Public RelationsCIPRsm
The guide, produced by #CIPRsm members Paul Wilkinson FCIPR, Rachel Miller FCIPR, Dom Burch MCIPR and Joanna Halton MCIPR, covers how mobile communications and mobile-oriented social media is changing PR.
7 Test Prep Strategies to Utilize in Your Classroomquizbean
Preparing for a test does not have to be overwhelming or intimidating. Help your students beat test-day anxieties with these 7 test prep strategies. Remember to spread the love and share with your colleagues!
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
Winning the Talent Game in an Increasingly Competitive MarketplaceTrefoil Group
Trefoil Group principal and founder, Mary Scheibel, presented marketing strategies for talent acquisition at the SPI 2013 Equipment & Moldmakers Summit in Miami, Florida.
London 2012.com Olympic and Paralympic Games digital round up 10 September 2012Alex Balfour
Detailed breakdown of the online traffic statistics and facts from the official digital channels, website and mobile applications of the London 2012 Olympic and Paralympic Games
As SlideShare hit 10 million uploads -- thanks to all of you! -- we at SlideShare took a step back to reflect on all the great presentations we've seen over the years.
http://blog.slideshare.net/2013/05/09/10-million-presentations-uploaded-to-slideshare/
Education in Australia McCrindle Research Future ForumMark McCrindle
Education in Australia:
Current Realities based on the ABS data.
Community Attitudes: based on national market research, and
Emerging Trends:
1) Tween Town
2) Digital Integrators
3) XYZ Schools
4) Schools at the Cross Roads
5) New Local
6) Fragmentation
7) Big Education.
More free resources at www.mccrindle.com.au or www.futureforum.com.au
An outline of various technology business structures.
* Is your business going to be a consulting practice? a service company? a product company?
* What are the different needs of the different types of companies?
* Where can you get money to launch your business - should you borrow or take investment dollars?
Learn the answers to these and other questions facing a would-be entrepreneur.
Part of the CIBC Presents Entrepreneurship 101 MaRS event series.
Read more on this event and catch the session video here: http://www.marsdd.com/Events/Event-Calendar/Ent101/2008/the-mechanics-of-starting-a-business-10082008.html
#BIT16 Keynote Bringing IT Together in a Digital World of PossibilitiesShelly Sanchez Terrell
My books- Hacking Digital Learning Strategies http://hackingdls.com & Learning to Go https://gum.co/learn2go
Resources- http://shellyterrell.com/digitalstorytelling and http://shellyterrell.com/bit16
Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.
Velti mobile and digital multi channel landscape 2013 h1 13-03-13Simon Green
The mobile and digital multi-channel landscape is changing so rapidly that I and my department create this review every 6 months. It contains recent and authoritative data from a variety of respected sources to help our clients plan and review their digital initiatives and how they fit into their board level digital and multi-channel strategy.
Find out how consumers use mobile devices and how this impacts on mobile marketing communications. This is a session from the Diploma in Digital Marketing qualification from the CAM foundation.
A brief history of mobile economy, from
proprietary umbrella portals to today's wireless communication & design
revolutions. Apps Supermarkets for the crowds and the tremendous impact on
user's expectations and behavior. Future is anywhere, anytime, on-the-go and whenever the inspiration strikes.
Mobile Commerce was just one of the topics from the 2014 SMTULSA Social Business Conference. Judd Wheeler shared two presentations on mobile marketing and commerce.
learn more about SMTULSA conference. Smtulsa.com
Registration is open.
Mobile Demographics and Consumer Trends_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
Try to name an industry that is not threatened by tech disruption. Our 2020 vision for consumer, media and technology trends is centred in our belief that the marketplace is increasingly converging around the global tech-giant ecosystems.
Many of the trends that we will comment upon are the ripple effects of the diversification of these platforms away from their original specialism.
The more lines of business the big platforms develop the more complex they become – and the further the ripple effects travel into the economy and society.
Our driving trend for 2020 is entitled ‘Colliding Ecosystems’. It reflects the points made above about the expansion of and ultimately heightened competition between the big tech-platforms.
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
Cannes 2016 was incredibly stimulating. Spread out over several official and unofficial venues, it was a week of talks, presentations, meetings, awards and moments of wonder. Here are ten themes that we noticed, from Diversity to Virtual Reality, from Ad Tech to Artificial Intelligence
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
This is the sixteenth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
By Dan Calladine - Aegis Media
@dancall
This is the fifteenth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
By Dan Calladine - Aegis Media
dan[dot]calladine[at]aemedia[dot]com
Next Generation Media Quarterly October 2012 dentsu
This is the thirteenth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
By Dan Calladine - Aegis Media
dan[dot]calladine[at]aemedia[dot]com
This is the twelfth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
Written by Dan Calladine, Head of Media Futures, Carat Global Management
dan.calladine[at]carat.com
www.carat.com
www.vizeum.com
www.iprospect.com
www.isobar.com
www.aemedia.com
Next Generation Media Quarterly January 2012dentsu
This is a regular update on the best and most interesting stories, facts and examples from the world of digital media.
Compiled by Dan Calladine, Head of Media Futures, Aegis Media
Key stories, statistics and examples from the world of digital media, April - June 2011.
Complied by Dan Calladine, Head of Media Futures, Aegis Media.
dan.calladine[AT]aemedia.com
Key stories, statistics and examples from the world of digital media, January - March 2011.
Complied by Dan Calladine, Head of Media Futures, Aegis Media.
dan.calladine[AT]aemedia.com
Next Generation Media Quarterly January 2011dentsu
Key stories, statistics and examples from the world of digital media, October - December 2010.
Complied by Dan Calladine, Head of Media Futures, Aegis Media.
dan.calladine[AT]aemedia.com
Next Generation Media Quarterly October 2010dentsu
Key stories, statistics and examples from the world of digital media, July - September 2010.
Complied by Dan Calladine, Head of Media Futures, Aegis Media.
dan.calladine[AT]aemedia.com
This is the fourth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
Written by Dan Calladine, Head of Media Futures, Carat Global Management
dan.calladine[at]aemedia.com
www.carat.com
www.vizeum.com
www.isobar.com
www.aemedia.com
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
2. 12 TRENDS FOR 2012
• We have been producing trends for clients for the past few years
• Nothing changes on New Year‟s Day; all of these trends are already happening, but
will grow significantly over the next 12 months, having a greater impact than in the
previous twelve
• We highlight what we think will happen next year, with implications for brands, rooted
in what we have observed this year
3. 12 TRENDS FOR 2012
1. Mobile Commerce
2. Mobile Payments
3. Mobile + TV
4. Connected TV
5. Mobile in China, India & Africa
6. Mobile's Threat to Other Services
7. Ecosystems & Walled Gardens
8. Real Time Bidding & Automation
9. Education Enabled
10.Hijacks & Guerrilla Marketing
11.'eBay' for Services
12.Simplicity
4. 1 - MOBILE COMMERCE
• As more people have more advanced phones they are more willing to use
them to buy things, rather than wait to use a computer
• Smartphones outsold PCs in the final quarter of 2010, and quarterly
shipments have seen double-digit year on year growth since that
• Current levels of smartphone penetration are above 33% for the big in in
Europe & the US, and above 50% for several demographic groups in each
market
5. • Lots of data shows that people are shopping via their mobile more and
more:
• 10% of visits to eCommerce sites in the UK come from smartphones1
• In the US two thirds of smartphone owners used their phones to engage in
shopping activity (inc price comparison and product search) in Sept 20112
• In Australia, a quarter of Christmas shopping-related searches in 2011
come from mobile devices3
• Local transactions through Kenya‟s mobile money service M-Pesa now
exceed Western Union‟s global transactions4
• Sources: 1 – IAB UK, 2 – comScore, 3 – Google, 4 - IMF
6. • In response, more companies are unveiling mobile sites and apps
• Many high street retailers, and online merchants now offer both mobile
optimised sites and apps
• Asos launched a mobile app after seeing 800% growth in sales from its
mobile site
• More and more brands are using QR codes to direct people from press and
outdoor ads or even virtual pop-up stores to mobile sites and apps, to make
the process easier
• Charities are using mobile more, for example Toys „R‟ Us lets you donate a
gift from a window display via QR codes
• Easyjet has just introduced a Speedy Booking app, to take advantage of the
new willingness to book through mobile
7. IMPLICATIONS FOR BRANDS
• Brands need to ensure that their operations are optimised for people using
mobile throughout the purchase process
• This includes mobile search (organic and paid), mobile apps (not just for the
iPhone, but also Android, Windows and tablets), and ensuring that sites
work well with mobile
• Any links for mobile should point to a mobile site, and any links online
should recognise when a visitor is using a mobile device and automatically
redirect for the best experience
8. MOBILE PAYMENTS
• Mobiles have joined keys and wallets as items that people always carry with
them – and are now starting to be used as wallets
• Mobiles have been used for small in-store payments in Asia since the early
2000s, and this is spreading around the world
• New technologies like Square and Google Wallet have emerged, and existing
technologies like Paypal are adapting to allow payments
9. • Square started trading in 2010, allowing merchants to use a smartphone
add-on to process credit card payments
• It is now processing over $8m per day, has over a million merchants, and
says that 70% of its merchants did not previously accept card payments
• Near Field Communications (NFC) is a technology that allows mobile
owners to „tap in‟ to make a payment, similar to using a transit system card
or door entry system
• Google Wallet, launched in May 2011, uses NFC to allow people to pay for
goods in the US
• There are currently over 250,000 terminals to accept payment through NFC
in the US
• Paypal is also embracing NFC, and even lets people make payments to each
other by „tapping‟ their phones
10. • In 2012 we expect both Square and Google Wallet to expand outside the US
• Richard Branson is now an investor in Square, and has also given Virgin
Money a physical presence in the UK with the purchase of Northern Rock
• Financial institutions like NFC as a means of payment because people are
much more attached to their phones than their credit cards, and so notice
more quickly when they are missing
• The number of NFC phones is rising fast, with Samsung, Nokia, Blackberry,
HTC, Motorola and LG all now selling devices
• There may be issues around different standards (Google Wallet only works
for users of one mobile network, for example) but mobile payments will
become more widespread
11. IMPLICATIONS FOR BRANDS
• Brands need to be aware of the new retail environment
• Mobile payment is quicker and in many cases more convenient
• Can you make special low-price editions to sit near tills for impulse buy?
• Can you equip store staff with readers, to make purchase easier?
• Can you have wandering sales staff at events, taking payment?
• If NFC becomes popular, could you use it for anything else, for example
giving more information in store, or allowing access to events?
12. MOBILE + TV
• People are increasingly using other media while they watch TV
• The internet, and especially the mobile internet, is now providing a commentary track
to popular TV shows
• Over 50% of X Factor viewers in the UK used Facebook while they were watching1
• 80% of American mobile internet users use the internet while they are watching TV;
36% say they look up information relating to ads that they see2
• A contestant on Dragon‟s Den in the UK received over a million visits to her site while
the programme she appeared on was on air
• An average episode of the X Factor in the US receives 94,000 comments in social
media3
• Sources: 1 – Carat, 2 – Razorfish & Yahoo, 3 – Bluefin
13. • A mobile app Get Glue lets people „checkin‟ to show what TV programmes they are
watching
• Since mid-2010 it has grown to over 15m users, and some shows in the US get over
50,000 checkins while they are on
• Programmers are taking notice of the data. In November it was announced that the
three „new for Fall‟ shows in the US with the highest number of GetGlue checkins
were all recommissioned
• Another app, Zeebox, lets you see what programmes your friends are watching and
discussing, or what programmes are being discussed most
• This data could change viewing habits or be another tool to assess the popularity of
programming
• Finally, it‟s probably that 2012 will see the first events that mass audiences will watch
through mobile – for example The Olympics
14. IMPLICATIONS FOR BRANDS
• Be aware that people watching your ads or your sponsorships on TV may be actively
using the internet
• Make it easy for them to find more information – buy keywords relating to advertising
content so that when people search they will find your official pages
• Use social media around what the brand is doing on TV – engage in conversations,
and make sure that there are people online to field queries or amplify good
comments made in social media
15. MOBILE IN CHINA, INDIA &
AFRICA
• As transformative as mobile will be in the West, that‟s nothing to the impact it will
have in other parts of the world, notably China, India & Africa
• In countries where many people cannot afford a PC, the mobile becomes the main
point of internet access
• For example in the UK & US approximately 25% of mobile internet users rarely or
never use a desktop – but it‟s over 50% in Africa, and nearly 60% in India1
• Meanwhile smartphone shipments in China are now higher than those for the US2 –
and there are more than 110m 3G subscriptions3
• Mobile is likely to play a crucial role in its digital future
• Sources: 1 – On Device Research, 2 – Strategy Analytics, 3 – Marbridge Consulting
16. • China is likely to become far more mobile as time goes on, as over ¾ of all phone
subscriptions are mobile1
• These users are now upgrading to smartphones; In 2011 over 340 different
smartphone models were sold in China, 80% running Android2
• & it‟s not just for entertainment – over 50% of mobile web users use mobile banking3
• Smartphones are much less popular in India, but sport helps us see how popular the
mobile web is. During the 2011 Cricket World Cup Final, 45% of the visits to the
most popular cricket site came from mobile4
• Mobile payments are also important in India – Nokia‟s Mobile Money is being rolled
out by the Union Bank of India
• Similarly, in Kenya 99% of all internet access is through mobile, but it‟s not all
smartphones – a lot still comes through GPRS
• Mobile is many people‟s experience of the internet in these areas
• Sources: 1, 2 & 3 – Marbridge Consulting, 4 – ContentSutra, 5 – Communication Commission of Kenya
17. IMPLICATIONS FOR BRANDS
• Put mobile at the forefront of your strategies in these areas
• Make sure that the mobile technology that you use is appropriate for the local users
• Include mobile payment – many people do not have bank accounts, but can pay
through mobile systems like M-Pesa and Nokia Mobile Money
18. MOBILE’S THREAT TO OTHER
SERVICES
• There are signs that some of the first generation services and products are under
threat as people move to more sophisticated, or cheaper services
• Handheld gaming devices like the Nintendo DS are losing share to the convenience
of mobile handsets with games like Angry Birds
• Microsoft‟s Internet Explorer now has less than 50% of all browsers for the first time
since its launch, partly as a result of the rise of mobile browsing
• iPods sales are falling – in the most recent quarter Apple sold more iPads & iPhones
than iPods
• Digital camera sales are falling. As the cameras on smartphones get better, people
are buying fewer separate cameras
• SMS may also soon be under threat – many young people are now moving to cheaper
services like the free messaging of Blackberry Messenger (BBM) or apps like
WhatsApp that allow free messaging across different smartphone platforms
19. IMPLICATIONS FOR BRANDS
• This should serve as a wake up call that the world moves on, and things that seem
unassailable one year may be struggling the next
• It‟s also an indication of how much mobile, and specifically smartphones are taking
over, and changing how people use pre-smartphone devices
• Brands need to look at their products & services and examine how many are under
threat from mobile
• Unless you offer a brilliant mobile experience you could be under threat a competitor
who is
20. CONNECTED TV
• TVs are fast becoming connected devices, able to connect to the internet, select
programming, run apps, and show interactive advertising
• Many TVs on sale now are designed to be connected to the internet through ethernet
input and wifi
• In addition new set-top boxes like GoogleTV and Boxee, and games consoles like
Xbox also allow internet access through the TV
21. • An estimated 50m internet-enabled TVs will be sold by manufacturers like Philips,
Sony, Samsung and LG in 2011
• Apple is also thought to be working on a TV
• Like smartphones, internet-connected TVs have operating systems, capable of
running apps and programmes
• The hardware manufacturers have app stores allowing you to download apps from
media owners, games, and even social media apps like Facebook and Twitter to run
on TVs
• Social media apps will allow people to comment on what they are viewing within the
TV interface, and see what others are saying
• This will mean that the „Mobile + TV‟ activity mentioned earlier will also be taking
place within the TV
• There is also the danger that this will create new, restrictive ecosystems – see the
next trend
22. IMPLICATIONS FOR BRANDS
• Think about how your brand would fit into TV through apps & extra content
• This includes games and entertainment, and also making sure that you are visible in
social media & search when your brand is likely to be on TV
• New opportunities within these environments include ads within the electronic
programme guide (EPG), and pre-rolls in videos
23. ECOSYSTEMS AND WALLED
GARDENS
• A few years ago people predicted the end of walled gardens – sites like AOL where
you were encouraged to stay within the safe confines of the site for all your content,
rather than to venture into the world wide web
• The idea of the walled garden has practically gone, but it‟s being replaced by the
idea of the ecosystem, both on the web and particularly in mobile
• For example, changes at Facebook brought about by the frictionless sharing of apps
like Spotify and news sites, mean that you can see news and music consumed by your
friends from within the network; it wants you to stay within Facebook rather than
leave to go elsewhere
• Similarly, companies like Apple and Amazon have devices that give you access to a
prescribed set of retail outlets for content – other content is either discouraged or
impossible to use
24. • Facebook has added features over the past few years to encompass the main
activities that people do online, from email, to news, to videos, to online shopping
• Facebook doesn‟t lock you into the site, but through its platform on other sites (for
example the Like button), or comments, it is never far from members wherever they
are online
• Facebook estimates that every month 500m people use an external app on Facebook
or experience the Facebook app on other sites
• One example of this is an integration with Ticketmaster that lets people see which
other friends have booked the same event – and then pick seats near to them
25. • With mobile a handset is no longer just a handset. It needs an ecosystem of content
and applications
• Phones and other devices are not just sold on their capabilities, but on what they will
be able to do in the future
• Apple is in a powerful position because devices have access to a huge number of
apps and games, in addition to lots of music and other content through iTunes
• This is the strategy that Amazon is hoping to emulate through it‟s new Kindle Fire
tablet. It gives (paid) access to the digital content available from Amazon, and uses
Google‟s Android operating system
• All of this will make it increasingly hard to consumers to choose which device to buy;
it‟s not just about the device, but the content you can put on it
26. IMPLICATIONS FOR BRANDS
• Be aware of the different ecosystems, and make sure that you are accessible by
them, but not exclusively
• For example, produce apps for all of the main platforms, but also be aware which
your users are most likely to have access to
• Similarly use the „Like‟ buttons, but not the exclusion of other social buttons (like
„Tweet This‟ or +1)
27. REAL TIME BIDDING &
AUTOMATION
• The buying and selling of advertising will become more automated
• In digital media supply outstrips demand, so traditional pricing models are not
appropriate for many campaigns, bar the most sought-after content
• Data volunteered and collected from web users can be used to target advertising
• Audience behavioural targeting will become the norm, rather than contextual
advertising, or traditional demographic targeting
• Technology can automate the buying and selling process, with inventory being
aggregated in „exchanges‟ on the sell side, and buyers bidding for audiences into
those exchanges via „DSP – Demand Side Platform‟ technology on the buy side
• Buyers plug into the exchanges to select what they want based on a number of
criteria like demographics, content type, location, and the history of other sites
visited
• Advertising through exchanges can be more effective; some studies show what there
is a higher ad visibility compared to standard network buys
• This now exists for display, video and mobile
28. • At the same time more media is being traded through the Google and Facebook‟s
advertising platforms, based on selecting and bidding for inventory
• Twitter is also launching its own DIY platform to agencies to use to place ads on the
site
29. IMPLICATIONS FOR BRANDS
• Test, and learn from new technologies!
• Identify which campaigns need to be bought manually, on premium sites, and which
could benefit from the efficiencies of real time bidding
• Investigate the options offered by Facebook and Twitter as ways of targeting people
based on non-traditional metrics
30. EDUCATION
• Education is vital, but is becoming more expensive due to cuts in public services
across the world
• At the same time technology is emerging that would help students and educators
• The big changes in society brought about by digital media and the ease of
communication haven‟t yet hit education, but they will do soon
31. • Video is a great way of teaching anything from cookery to craft but it‟s also great for
more formal education
• The Khan Academy is a video site that has over 2,700 videos explaining everything
from basic arithmetic to physics and finance
• All videos are free to watch, and most are shorter than 10 minutes
• Many universities put their lectures online on video sites, or as podcasts
• YouTube is launching an education service, giving schools access to over 450,000
educational videos (with no comments allowed)
32. • Google Hangouts let people have video conference calls of with up to 10 people
within Google Plus
• Performers like Will.i.am use them to talk to fans; but other musicians use them to
give lessons
• Hangouts could be a very useful tool for holding virtual seminars on subjects
33. IMPLICATIONS FOR BRANDS
• There have been lots of initiatives where brands have got involved with schools in
areas of sport, nutrition and more, but why not help enable a new era in education?
• We may be entering a new, more DIY age, and there could be a place for brands to
help enable communication and resources, for example sponsor physics or maths
hangouts?
34. HIJACKS AND GUERRILLA
MARKETING
• Digital media, and particularly social media have helped information to spread more
quickly
• Brands need to be able to act and respond to events quickly, and this will lead to
more hijacks and guerrilla marketing
• Brands can act quickly and do things in the short term, often at the expense of
competitors
35. • Two recent examples:
• Samsung hijacked the launch of the iPhone 4S in Sydney by opening a store a few
doors away selling the new Galaxy S for $2
• Only 10 were sold at this price each day, but this ensured a queue for Samsung
near to the Apple store
• Samsung also hijacked the „iPhone‟ with their most recent ad, mocking Apple fans
in their queue
• “I can‟t have a Samsung – I‟m creative”
• “Dude – you‟re a barista‟
36. IMPLICATIONS FOR BRANDS
• Brands need to be in a position to act on events whether they are done by
competitors or happen in the wider consciousness
• 2012 has lots of big events including the Olympics, Euro2012, and the US Election
• All are perfect for opportunist marketing, and produce incidents that are likely to be
seen by millions very quickly, and could be used for unofficial and irreverent
marketing
• Beyond this, what are your competitors‟ marketing calendars?
• Also, be aware that what you are doing may get hijacked – how can you protect
yourself?
37. ‘EBAY’ FOR SERVICES
• More and more people are turning to the internet to find people as well as things
• As a result the eBay auction model is being adapted and localised to allow people to
find the services that they want
• It‟s also helping employment become more flexible
• In the UK the number of people making a living from online selling has doubled in
the past year1; soon more people around the world are likely to be selling their
services online as well as goods
• Source: 1 – Collect+
38. • The three most interesting companies are Fiverr, Zaarly and Roamler
• Fiverr allows people to sell their services – what they would do for $5 – ranging from
design and art to writing, to tourist advice
• Zaarly lets you find local people willing to help you out, for example decorators,
removals people, and so on, by posting briefs and then letting people bid on the work
• Roamler is a Dutch service that lets people sign up (with their location) to say that
they‟re available for work. Prospective employers issue requests for staff; anyone
local can apply
39. • All three services provide flexible ways of working for both employers and employees
• Zaarly claims to have over 100,000 users across the US and has raised over $15m in
funding
• Examples of tasks bought include:
• A critique of DJing skills
• Translation
• A private yoga lesson
• Rescuing lost keys from a drain
• Services like this seem like the natural extension of local marketplaces
40. IMPLICATIONS FOR BRANDS
• Get involved!
• Think about what you could buy, and what you could sell
• Major brands are now very active users of eBay to sell goods, especially excess supply
• Could you use any of these services to sell excess capacity, or even recruit short term
staff?
41. SIMPLICITY
• People now navigate the web using a wide range of devices, operating systems and
browsers
• It‟s increasingly important for sites and applications to work as simply as possible,
and be usable on a range of screen sizes
• Sites don‟t need to be too polished, if that is at the expense of speed and usability
Users want sites to look professional, but often they don‟t need too many features,
they just need to features to work on multiple platforms
42. • Similarly, don‟t over-complicate what users need to do to respond
• Pepsi ran a competition with the X Factor in the US that just required users to email
a photo from their phone – a capability that is built into every smartphone
• There was no app to download, nothing to scan
• Converse ran a location-based treasure hunt competition in the UK that simply
showed pictures of the Converse logo on objects like phone boxes. Locals were able
to identify the places and find the shoes. No checkin was needed
• & some restaurants now run their sites as blogs – the only content is a daily upload of
a photo of the menu
43. IMPLICATIONS FOR BRANDS
• Are your sites and online presences as simple and straightforward as they could be?
• Are they accessible from all devices, in all operating systems?
• Are any campaign metrics easy enough to encourage widespread participation?