2008 Marketing & Media Megatrends030609
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The document discusses various topics related to marketing and media trends. It outlines 7 major marketing megatrends, including the evolution of online advertising and rise of social media/crowdsourcing. It also covers prognostications on demographic and lifestyle changes and provides feedback from advertisers on using new media technologies versus traditional media. Key challenges for 21st century media mentioned are a more diverse and fragmented marketplace with constant changes in form factors and measuring return on information.
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KFC launched a successful mobile advertising campaign using augmented reality. When users held their phones over KFC packaging, it would overlay animations and additional information about products. Augmented reality allowed KFC to interact with customers in an innovative new way that took advantage of mobile capabilities. The presentation also discussed trends in mobile advertising, with banner ads declining in effectiveness and opportunities growing for ads integrated into mobile apps, games, and social media newsfeeds tailored to each user. Overall, mobile offers huge potential for targeted advertising but also challenges to engage users on a small screen.
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- Spending was distributed across search, display, mobile, social networks, and ad exchanges. Ad exchange spending grew over 60%.
- The number of publisher partners declined as focus shifted to fewer, more strategic partners accounting for 80% of spending.
- Investment in paid social media like Facebook increased as platforms grew massively in scale and marketers engaged in two-way dialogue.
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1. Identifying the right "moments" to target consumers using data on consumption patterns and digital targeting.
2. Developing both data and creative skills internally to blend data-driven insights with creative work.
3. Using sophisticated models of consumer behavior to develop connection strategies that root creative and media plans in consumer data.
4. Addressing issues with digital advertising like viewability, ad fraud and ad blocking that are challenging how brands use digital.
5. Taking a more strategic approach to video by utilizing expanding formats and platforms beyond short-term campaigns.
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2) Examples of device convergence like mobile phones that have cameras, music players, and more.
3) Changes in how consumers access and interact with content through new media like increased control and participation.
4) Trends in various markets like music, cameras, TV, and gaming that show convergence across devices.
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2008 Marketing & Media Megatrends030609
- 3. Demographic & Lifestyle Prognostications from 2007
- 6. Megatrends 1) Online advertising evolution : progressing from the first 3 eras into search (1/3 cost per order vs. banners) and social. +
- 7. Megatrends 2) Google Open Social : building bridges with a common API for social applications across multiple websites. # 4
- 8. Megatrends 3) Handphone : becoming Swiss-army knife of communication and marketing via NFC (near-field communication) enabling geometric expansion of communication and commerce. # 1
- 9. Megatrends 4) Crowdsourcing : using your consumers and prospects to design products, enhance value propositions and service suggestions. How the power of the crowd is driving the future of business.
- 10. Megatrends 5) Widgetization : turns your logo into a brand portal in front of your customer at work, home or even the ubiquitous handphone.
- 11. Megatrends 6) Out-of-Home (OOH) : old medium with a major facelift.
- 12. Megatrends 7) Islamic Brands : the new affluent; Sharia-compliant business; the Burj Dubai as tallest building in the world.
- 13. Pulse of the Advertiser
- 14. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 15. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 16. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 17. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 18. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 19. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 20. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 21. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 22. Pulse of the Advertiser Source: Bridge Global Strategies New Media Survey
- 24. Advertiser Feedback Are you more likely to use new media technologies in your marketing programs than traditional media during the next five years?
- 25. Advertiser Feedback Do you see "citizen journalism" such as blogging, and the viral technology online which enables people to share opinions easily and quickly with many others, to be:
- 26. Advertiser Feedback Newsrooms across the country are laying off large numbers of people and losing financial viability due to their failure to find profitable new business models online. This is:
- 28. 21 st Century Media Challenges