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Digital 2013 - Mindshare
The document discusses how digital technology and the internet have profoundly changed media consumption and advertising. It notes that in the past 5 years, time spent online has grown significantly while time spent watching television has declined, especially among younger demographics. Trust in traditional media and advertising has also decreased over this period. Social media usage has expanded and Vietnam has high rates of internet and video viewing. The lines between online and offline experiences are blurring for consumers. The summary concludes that marketers must think across channels rather than in separate "boxes" to reach today's integrated digital consumers.
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Digital 2013 - Mindshare
- 1.
- 2. In 1996 ittook 25 mins to download 1 song…
- 3. To update thisbrand zone text, on the Insert tab, click Header & Footer3 …Now it takes 25 seconds on your mobile phone
- 4.
- 5. To update thisbrand zone text, on the Insert tab, click Header & Footer5 He’s made a lot of money
- 6. 6 How many ofyou knew this guy 1 year ago?
- 7. To update thisbrand zone text, on the Insert tab, click Header & Footer7 The world is going through a period of profound change
- 8. It’s happening quicklyand it’s driven by technology and the internet
- 9. What does this meanfor Vietnam?
- 10. The landscape ischanging fast 10 88% 55% 34% 5% 12% 6% 51% 21% 86% 67% 40% 11% 11% 11% 63% 36% 88% 73% 39% 7% 15% 14% 67% 45% TV Daily Cable TV Daily Newspaper Daily Magazine Daily Radio Daily Cinema Monthly Outdoor Daily Internet Daily 2008 2010 2012 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
- 11. Internet consumption hasgrown over the past 5 years, as time spent watching TV has declined 11 140 32 17 14 44 134 34 22 13 74 124 39 16 16 84 All Television Newspaper Magazine Radio Internet 2008 2010 2012 Average Minutes Spent Per Day Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 Although time spent watching TV is decreasing, people increasingly watch TV online and/or on mobile device. In 2012 19% of urban adults has watched LIVE TV online in the last month, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).
- 12. The increase intime spent online compared with time spent watching TV is most visible amongst Men 25-34 12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 130 85 135 117 126 127 TV Internet 2008 2010 2012 M 16-24 147 63 137 102 126 104 TV Internet F 16-24 134 45 118 81 113 103 TV Internet M 25-34 146 22 136 42 129 57 TV Internet F 25-44 -4min +42min -21min +41min -21min +58min -17min +35min
- 13. Changing attitudes towardsmedia and advertisement 13 53 54 60 61 49 43 55 51 47 62 57 49 50 48 41 0 20 40 60 80 2008 2010 2012 2008 2010 2012 2008 2010 2012 2008 2010 2012 2008 2010 2012 “I trust TV news to report accurately” “TV commercials provide truthful information” “I trust newspapers to report accurately” “I like watching TV advertising” “I have less and less trust in companies and brands” Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 % The last 5 years show a downward trend in trust in advertisement and traditional media. Urban adults don’t just believe what they are being told anymore. The number of people who like TV advertising has dropped significantly
- 14. The decreasing trustin traditional media goes alongside an upward trend in online media 14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet * ComScore Data Gem Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask questions and so they look for their own truth, not the truth of the advertiser. 20 38 72 0 10 20 30 40 50 60 70 80 2008 2010 2012 Social network penetration Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8% reach of web population* %
- 15. 134 minutes onlineper day 15 63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online. Time of day usually go online 23 37 0 10 20 30 40 50 60 70 % 63 84 80 72 47 0 10 20 30 40 50 60 70 80 90 100 All adults M 16- 24 F 16- 24 M 25- 34 F 25- 44 Internet penetration% Internet penetration is skewed towards the young audiences Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
- 16. 72% of adultshas a social network 16 72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month. Social Network have a profile on 77 79 84 78 74 78 58 57 45 42 30 26 17 14 16 13 0 10 20 30 40 50 60 70 80 90 M16-24 F16-24 M25-34 F25-44 Yahoo! Facebook ZingMe Google+ % 72 79 84 68 62 0 10 20 30 40 50 60 70 80 90 100 All adults M 16- 24 F 16-24 M 25- 34 F 25-44 Social Network penetration Having a social network is skewed towards the younger online adults Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are almost evenly popular. %
- 17. Mobile Internet 17 51% ofthe online adults use mobile internet, with an average of 27 times a month. Time of day use mobile internet 22 30 0 10 20 30 40 50 % Using mobile internet is quite spread over the day, which is the convenience of going online on your phone Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet 51 59 61 52 44 0 10 20 30 40 50 60 70 80 90 100 All adults M 16-24 F 16-24 M 25-34 F 25-44 Mobile internet penetration%
- 18. People read newspaperscross platform 18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers 80 56 5 2 2 2 2 0 10 20 30 40 50 60 70 80 90 A hard copy Newspaper website Smartphone app iPad/tablet app Shared links Email bulletins Other All adults M16-24 F16-24 M25-34 F25-44 More females than males read hard copy newspapers, whereas males are more likely to read a newspaper website than females. Reading the news via app’s is still very low amongst Vietnamese adults. Males, and especially young males, are more likely to use newspaper apps. %
- 19. …and magazines 19 82 48 7 2 3 0 10 20 30 40 50 60 70 80 90 100 Ahard copy Magazine website Smartphone app iPad/tablet app Other All adults M16-24 F16-24 M25-34 F25-44 More females than males read hard copy magazines, especially the 25-45 females. Males are more likely to read a magazine online than females. Reading magazines via app’s is still low, but there is a skew towards the young females and males. % Source: 3D 2012 Base: 898 urban adults who read/buy magazines
- 20. Radio is consumedthrough mobile phones 20 32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes. 46% 18% 16% 14% 4% 3% How usually listen to the radio By mobile phone On a radio cassette Through a radio set Via public loudspeakers In car/ taxi On the internet Radio stations listened to in last 7 days HCMC VOV Giao Thong 66% Voice of HCM 48% Voice of Binh Duong 33% Xone FM 17% VOV1 16% Radio stations listened to in last 7 days Hanoi VOV Giao Thong 50% VOV1 38% Voice of Ha Noi 27% VOV3 19% Xone FM 8% Source: 3D 2012 Base: 922 urban adults who listen to the radio HCMC (331), Hanoi (126)
- 21. Consumer experience ofthe world does not fit in neat boxes
- 22. The lines betweenthe real and virtual worlds are disappearing The lines between the real and the virtual world are disappearing
- 23. What we asmarketers call digital has just been absorbed into consumers daily lives Mail is just Email or Messaging Music is just MP3 Photo Albums are just Facebook Videos on Tablet, PC or Mobile are just the new TV Conversations are on Facebook Games are just played online, with friends, in social networks Mobile phones are just something they use to pass the time when they are bored, and they use them to interact with whatever is around them
- 24. Our customers arethe best integrated marketers out there Your customers do not see the lines we see between channels They do not perceive how you communicate with them in the digital space as separate to the real world They are experts at connecting the two together already What they see on TV or Posters or in Newspapers, or at an event, or anywhere else in the real world they share and act on online That is the biggest opportunity in 2013
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- 26. In the technologyrevolution, things change daily 1. Content is now more liquid 2. Communication is always on 3. And advertising is about Orchestration, not just Integration Post digital communication is “always on”
- 27. Integration happens around socialand mobile
- 28. Social listening becomes evenmore important for brands
- 29. Mobile devices area key connector
- 30. Commerce gets legs andgoes mobile
- 31. “MOBILE IS THEMOST OVER- HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER- HYPED MEDIUM IN THE LONG TERM.” MARTIN SORRELL, CEO, WPP
- 32. Customer service becomes moreintegrated with marketing
- 35.
- 36. Beware the “CargoCult” mentality
- 37.
Editor's Notes
- #34 POE is built on the idea that advocacy drives successful business and that the internet has changed everything especially the way people have relationships with brands. In the centre the brands owned assets are represented with one of them being more prominent as the hubOn the left the key paid media channels are highlighted and the on the right the earned platforms are shown.The arrows show the direction of flow around the brand’s comms ecosystem
- #37 It’s a challenge the industry frequently faces quite often especially amongst brands with limited resources or a very traditional view of communications. In their simplest form, legacy media strategies for traditional outlets may become a one dimensional list defining which executions run on which TV channels or newspapers with what frequency. Transpose this to digital, and we get a list of search keyphrases and household-name websites.In response to this, a colleague of mine Nick Fawbert of Third Space based in Singapore recently christened it a ‘cargo cult’ strategy.A cargo cult, is a quasi-religious movement that started to appear among some Pacific islanders around a century ago with the advent of serious international trade in the region. It reached a peak after the Second World War, when the islands had become saturated with the foot soldiers of various warring nations.The technologies islanders were exposed to were so far beyond their experience (particularly those delivered by aircraft) that the locals decided they must be of divine provenance as a reward for good behaviour. They also became somewhat tetchy that these assets seemed to be hoovered up by foreign forces, and came to the conclusion that this must be down to the particular forms of worship they engaged in.Post-conflict, these regular cargo deliveries quickly ground to a halt, and the foreign forces departed, leaving behind a local population now hooked on tinned spam and socket sets.To attract the deliveries back once more, islanders determined to emulate the foreign religion, and built runways, airports, and control towers out of straw and bamboo. One even went so far as to fashion a headset complete with ariels of bamboo for the ground crew. They developed rituals that entailed copying military routines like square bashing, and painted US flags on their bodies in all the appropriate places.Thus the ‘cargo’ cults were born.They were, of course, despite their comprehensive recreation of the airport experience, totally useless.So why do I bring this up at the beginning of a conference? Looking at Effective communications strategy by emulating the outward manifestations of successful campaigns, but without understanding the infrastructure and ecosystem that are necessary to support it.At the root of it all is the work that goes into establishing a unique value proposition—recognition of the contribution all assets can make at all levels of a company from research and design through manufacturing, distribution, retail and customer service.CRM for example is often dismissed as something for the “techies”Lest we forget, some of the most successful digital campaigns of recent years, such as Dell Storm, are those that have integrated the customer into the creation and sales process through dialogue and crowdsourcing.Those relationships are business critical. Good customer relationships improve business performance by enhancing customer satisfaction and driving up customer loyalty. This increases frequency and value of purchases.The telecom industry sees a 10 per cent increase in customer satisfaction generating a 2 per cent rise in customer retention and a 3 per cent rise in revenues. Volvo discovered that a one-point increase in customer satisfaction results in a 4 per cent increase in dealer profitability, because they don’t have to work so hard to make the next sale. Lexus calculated that each ‘delighted’ customer (their metric) makes them an average of S$1.2 million in sales recommendations.