The document discusses 5 major digital marketing trends for 2013: 1) Native advertising will become more prevalent as brands promote content in a non-interruptive way. 2) Social TV will grow as more channels encourage viewers to interact on social media while watching shows. 3) Fragmentation across devices, channels, and platforms will continue posing challenges for marketers to reach consumers. 4) Content marketing will be an increased area of focus for brands as they build expertise in creating and sharing valuable content. 5) The use of "smart data" to understand consumer behavior from structured and unstructured data sources will be important for personalizing marketing messages.

1. Digital Trends for 2013
Vishal Mehra, Bite India

2. The Indian Digital Marketplace
• Internet Users in India – Over 150 million
• Social Users (in millions): Facebook – 61, LinkedIn – 18.4, Twitter – 18, Google+ - 16, Pinterest – 0.4
• Category Reach in %: Search 87, Social – 85, Email – 78, News – 51, Education – 41
• E-commerce market - $6 Billion, $40 Billion by 2015
• Digital Marketing Industry - $900 Million
2 27-Jan-13

3. 5 Digital Marketing Trends for 2013
• Native Advertising
• Social TV
• Fragmentation
• Content Marketing
• Smart Data
3 27-Jan-13

4. 1. Going Native
Digital Trends for 2013

5. What is Native Advertising?
Native advertising allows brands to promote
their content into the experience of the site or
other mediums, in a non-interruptive &
integrated manner
5 27-Jan-13

6. The Only Viable Ad Strategy
Native is built around
• Content
• Choice
• Integration
& not banners or interruption
6 27-Jan-13

7. 3 Pillars of Native Advertising
• Visually Integrated
• Choice Based
• Content Driven
7 27-Jan-13

8. Sponsored & Promoted, but Native
8 27-Jan-13

9. The Future is not Interruptive
Company’s revenue model must be aligned with it’s
underlying business model - & native is the only form of
monetization that does just that
9 27-Jan-13

10. 2. #SocialTV
Digital Trends for 2013

11. Beyond the Existing
• All NEWS channels have adopted a form of Social
TV in India
• Sports has also led the way with Cricket properties
like IPL promoting twitter heavily, along with home
matches of the Indian Cricket Team
• Besides NEWS & Sports Channels, even other
youth oriented channels like VH1, MTV, V are
encouraging viewers to get on the 2nd screen
• But 2013 will see GEC’s adopting Social TV in a
big way, inviting viewers to interact & be a part of
the storytelling experience
11 27-Jan-13

12. NDTV Second Screen
12 27-Jan-13

13. 13 27-Jan-13

14. Biggest #SocialTV app
World’s biggest #SocialTV app has over 500 million users
worldwide
One of the largest social networks in the world, dominates
Social TV landscape
Demo which is ripe for exploiting #SocialTV phenomena
14 27-Jan-13

15. Nielsen Twitter TV Ratings
Proposed standard metric for measuring the conversation that a
TV show spurs on Twitter.
Will compliment Nielsen’s existing TV Ratings
15 27-Jan-13

16. Social TV apps
Other Social TV apps have gone beyond just
check-ins, even incentivizing users.
16 27-Jan-13

17. India’s 1st Shazam-d Campaign
17 27-Jan-13

18. The 2nd Screen Experience
Drives
• Real user engagement
• Richer experience
• New revenue streams
18 27-Jan-13

19. 2nd Screen put to use
• Leveraging the small screen during big live events
• Incentivizing Ad engagement
• Gamifying TV ads
• Bridging a campaign's TV & Digital elements
• Syncing e-commerce with TV Content
• Sponsoring 2nd screen extras
• Spurring social chatter with #tags
• Enabling real time interactivity
• Creating transmedia opportunities
19 27-Jan-13

20. Transmedia goes BIG
The Biggest Experiment , launching in US,
April 2013
Standalone experience amplified by the TV
show & vice-versa
20 27-Jan-13

21. Why it’s a Big Deal for India?
TVC’s of the future will be trailers into deeper branded digital experiences
• Over 100 million Social Networking users in India
• Even a 1% figure will spike ratings & engagement in a big way
• Social TV will be a $12 Billion business in 7 years (worldwide)
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22. From the “Idiot Box”
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23. .. to the Interactive Tube
23 27-Jan-13

24. 3. Fragmentation
Digital Trends for 2013

25. Fragmentation is Everywhere
Integrated feature of the Marketing landscape
• Decades of channel expansion
• Access Platforms
• Media Channels & Devices
• Marketing Funnel
25 27-Jan-13

26. Present, yet Elusive
Today’s Digital consumer is omnipresent, yet
elusive for marketers
3 existing screens supplemented by Tablets
26 27-Jan-13

27. Television Remains Strong
Still a powerful medium to sway consumer mindsets
27 27-Jan-13

28. & the Undisputed King of Consumption/Spending
3% Indian Advertising Industry 2012
4% 1%
5% Consumers are watching more TV , but the
aggregate audience remains dispersed
Television
Print
45% Internet
Radio
42% Outdoor
Cinema
28 27-Jan-13

29. Content Owners Encouraging Consumption across
Platforms
29 27-Jan-13

30. Cord Extending
Cord- cutting, a popular phenomenon in
western markets is taking a different approach
in the Indian Marketplace
Users are not so much cutting their cable, but
extending subscriptions to DTH, Broadband,
IPTV services
30 27-Jan-13

31. Indian Streaming Services are Growing
Indian streaming services are growing in a small
market, but sudden influx of many players has
cluttered this market as well.
Some streaming services are exclusively video,
some are only audio, whereas couple of them
stream both
Different monetization models employed
DVRs are taking hold in Urban Indian
households.
31 27-Jan-13

32. Consumer A.D.D.
Network owners are coming out with their own
offerings
Second device is gaining prominence in India, with
few evolved users taking it up whole heartedly
32 27-Jan-13

33. Mobile – Divided Ecosystem
Mobile is plagued by it’s own fragmentation
• Time spent on apps increasing vis-à-vis Mobile web
• Tablets are used more for browsing, due to bigger
screen estate
• Fragmentation challenges to increase with time,
shifting strategy & focus of Marketers
33 27-Jan-13

34. 4. Content Marketing
Digital Trends for 2013

35. Content is King
Brands & Agencies are in a hurry to build up their
strengths in content marketing, Interest level has already
seen a big jump from last year
35 27-Jan-13

36. Go to http://bit.ly/W1K8fM to know more
36 27-Jan-13

37. Go to http://bit.ly/QEbpzF to know more
37 27-Jan-13

38. Go to http://bit.ly/Sag5Sj to know more
38 27-Jan-13

39. Content Marketing Objectives
Goals of B2C Content Marketers in North
America.
80
70 Engaging with Customers is clearly the
60 priority, followed by branding, traffic &
50 sales
40
30
20
10
0
39 27-Jan-13

40. Context is King #2
Combining forces of Context & Content
will drive e(verywhere)- commerce
More avenues for engagement need to
be created, elevating value proposition
40 27-Jan-13

41. 5. Big Smart Data
Digital Trends for 2013

42. The Greatest Challenge for Marketers
Volume, Velocity & Variety are Big challenges for
Structured Data, &
Unstructured Data
42 27-Jan-13

43. The Delta
Most companies like to consider themselves nimble
but still lack the intention to close the gap between
Talk & Action on Data
For Marketers, the more they know, the better it is
43 27-Jan-13

44. Smart Data at Work
Publishers around the internet use
sophisticated tools to understand our
interests, mainly based on our browsing
behavior and clicks
44 27-Jan-13

45. Indian Retailers are Adopting Smart Data
Helps in Store Layouts
Inventory Management
Improving Shopper Experience
Generating additional revenue streams
Predicting Consumer Behavior and Personalizing
offers
45 27-Jan-13

46. Netflix reports 75% of videos
people watch are a result of
recommendations
46 27-Jan-13

47. Apple’s Genius serving Personalized
Results
Smart Data can be a powerful tool in driving engagement
conversion, especially to track behavior in real time
47 27-Jan-13

48. Crowdsourcing by Foursquare
Over 20 million users
Discovery + Location targeted offers
Power of combining Location, Context & Intent
48 27-Jan-13

49. Thank you
vishal.mehra@biteglobal.com
Follow @vishal1mehra