The document summarizes 49 key insights from a FIRST Digital event on digital trends and future tech. It touches on topics like digital marketing, e-commerce, quantified self, wearable tech, robotics, and more. Insights include statistics on changing consumer behaviors, comparisons of tech companies/platforms, and emerging technologies that could shape the future of areas like advertising, healthcare, and retail.

1. FIRST Digital Leadership Series
Series #7 - Digital Trends & Future Tech

2. 49 Key Insights From FIRST
Digital Trends & Future Tech

3. Digital Trends & Future Tech
1. Digital budgets up, understanding of how digital drives profits, down. Back in 2010 Econsultancy found that 67% of
companies rated themselves as "good" / "very good" assessing ROI. In 2013 that figure has dropped to
50%. (Source: forbes.com)
2. As you ponder Gartner's digital marketing transit map, think about how your organisation is bringing these neighbourhoods
together, and the important role you play to make this happen! (Source: chiefmartec.com)
3. Marketo/Altimeter Group - Jeremiah Owyang on the future of digital marketing: Paid, Owned, and Earned is converging
into one single form of media. Couple of nice case studies. (Source: slideshare.net)
4. Great customer experiences drive loyalty; here are 4 reasons why this matters: "Longer customer tenure, increased
purchase value, relationships that are more efficient to serve, and more referrals which drive additional
sales". (Source: econsultancy.com)
5. Two key aspects of agile marketing: #1 Testing and data over opinions and conventions. #2 Many small experiments over
a few large bets. (Source: chiefmartec.com)
6. Google Compute Engine vs Amazon EC2: Inter-regional file copy delivered at avg 15 Mbit/s on AWS, but took just 15
seconds on GCE (avg 300 Mbit/s). (Source: gigaom.com)
7. Yes to agile marketing but don't forget quality altogether: "It comes back to finding the right balance between super-slow
perfectionism and super-fast sloppiness". (Source: chiefmartec.com)
8. We cannot help but wonder whilst ideas from discussion papers on Quantified/Sensored Self seem a distant possibility
from "everyday normal living" right at this moment, in all but a few short years we will have moved very quickly to a new
norm of accepted self monitoring (and sharing). - Continuous sharing of biometrics = real-time increase in life insurance
premiums..? (Source: blogs.gartner.com)
9. Two insights on agile marketing from HubSpot's CEO: #1 It makes the marketing function more transparent. #2 Agile
marketing manages activity, not performance (that's done at a level above the execution of
tasks). (Source: chiefmartec.com)
10. Forrester/BMA: "Marketing must do things that it hasn’t done ever before to be successful" (n=117).
(Source: chiefmartec.com)
11. The most frustrating marketing analytics challenge? Acting on data to improve marketing performance (n=242,
2012). (Source: bufferapp.com)

4. Digital Strategy & E-Commerce
12. Nice, but what the report fails to mention is NZ's disproportionally high budget allocation to traditional channels, when
compared with AU. Still a lot of room for growth for digital. (Source: econsultancy.com)
13. The end of competitive advantage? From IBM's C-level Exec global survey (n=4,183): "CEOs now expect that new
competition is as likely to come from other industries as it is their own". (Source: chiefmartec.com)
14. Real-world analytics that provides insight into pedestrian volume, allows for time-of-day analysis and gives retailers an
associated "opportunity score". Nice. (Source: cre-apps.com)
15. eMarketer (US) is predicting that time spent on non-voice mobile activities will surpass time spent online on desktop/laptop
computers for the first time this year. (Source: emarketer.com)
16. 2018, the year mobile overtakes desktop ad spend? We'd certainly agree that "time spent engaging with advertising
content on desktops is declining". (Source: marketingland.com)
17. mCom retail sales to represent 25% of total eCom by 2017, tablet share to make up 72% of this (US,
eMarketer). (Source: orbitalalliance.com)
18. eMarketer (US): "By 2017, 29.7% of all digital video ad spending will go toward mobile ads (including ads served to tablet
devices)". (Source: emarketer.com)
19. 2013 Global Marketing Effectiveness Tracker (n=1,200): "78% of CEOs around the world believe Ad & Media Agencies are
not performance-driven enough and do not focus enough on helping to generate the (real and P&L-quantifiable) business
results they expect their Marketing departments to deliver" (The Fournaise Marketing
Group). (Source: fournaisegroup.com)
20. The principle of fair use has been upheld in the Google book scanning lawsuit (started 2005), substantiation being: "The
crucial point is whether the use to which Google is putting these copyrighted works qualifies as “transformative” - in the
sense that it adds value or uses the work in a different and beneficial way. The judge decided that it clearly does
this". (Source: gigaom.com)
21. "Most marketers create digital billboards and bumper stickers that are ineffective at getting the message across. Those
that segment groups, target them effectively, and use digital tools and techniques to deliver a message of value at the right
time will emerge as the winners" (Also called 'Search'...). (Source: cmo.com)

5. Digital Strategy & E-Commerce
22. Google Trends now available for YouTube Search. Just as well, given YouTube has now surpassed the 1 billion monthly
user mark. (Source: toprankblog.com)
23. Google China <5% market share, Alibaba.com's Aliyun will mean even more fragmentation.
(Source: searchengineland.com)
24. Most banking customers prefer to go online to learn about new products and services (Gallup, US). Are you dedicating
sufficiently large budgets to the digital channel to maximise this opportunity..? (Source: businessjournal.gallup.com)
25. HBR - When people are the channel itself, the rules change: "Top marketers know that they can't put one over on the
customer, nor can they control the message or their customer's behavior. It takes humility, appreciation, and an orientation
towards openness and inclusion". (Source: blogs.hbr.org)
26. Forrester is probably right. Google does have the broadest set of affinity data (most varied by source): Spending time
(YouTube), connections/sharing/liking (Gmail, G+) and let's not forget the actual search index
itself...(Source: venturebeat.com)
27. Apparently Facebook Home's "people first" OS experience has been available on Windows Phone for years. Unfortunately
that's a bit of a moot point. (Source: marketingland.com)
28. 81% of Inc. 500 now use LinkedIn, up from 73% a year earlier (n=170), though survey does not define specifically what is
meant by "use". (Source: marketingprofs.com)
29. Rapid response marketing: Some great examples of reactionary campaigns. (Source: econsultancy.com)
30. We're picking July 2015. (Source: stoppress.co.nz)
31. The future of quantified self likely accelerated by implanted and ingestible technologies, with possibly far-reaching
commercial consequences? - "Hi this is Sovereign. Let us monitor your body and we'll give you a lower premium on your
life insurance". (Source: thenextweb.com)
32. Consumer TV viewing habits are changing rapidly: "iTunes users have downloaded more than one billion TV episodes and
380 million movies from iTunes to date". (Source: apple.com)
33. eMarketer - In 2012 Australians spent an average of US$ 3,547 per person (who bought online) - the highest pp in the
world and 54% more pp than the US. That is pretty good going really. (Source: marketingmag.com.au)

6. Digital Strategy & E-Commerce
34. Newspapers continue to struggle turning traditional advertising dollars into digital dollars: "In 2012, approximately $16 in
print revenue was lost for every $1 in digital revenue" (up from $11 in 2011, Pew Research
Centre). (Source: paidcontent.org)
35. Congrats to Luke, Guy and the entire Torpedo7 team - May you always conduct your business in true entrepreneurial style!
(Source: idealog.co.nz)
36. APAC registering the strongest improvement in outlook in Global Marketing Index (n=1,225). (Source: marketingprofs.com)
37. Fascinating to see what factors are affecting the value of Bitcoin. (Source: venturebeat.com)
38. Skype is not slowing down: "Skype’s increase of nearly 51 billion minutes in 2012 is more than twice that achieved by all
international carriers in the world, combined". (Source: gigaom.com)
39. Google's user base, along with PayPal's (?), will likely be the reason YubiKey Neo / U2F will gain widespread acceptance.
(Source: forbes.com)
40. We're excited: Amazon has announced 30 minute delivery times using drones, subject to FAA approval. What could
possibly go wrong. (Source: amazon.com)
41. Choice, control, charm, connectedness and calibration (measurement) - Five core ideas that are shaping the future of
advertising (Google / ad:tech). (Source: forbes.com)
42. "The Drag and Drop utility provides users with an agile mechanism for engineering DNA" - The ultimate goal? Creating a
marketplace for synthetic DNA. (Source: genomecompiler.com)
43. The Apple unofficial official PR machine is in full swing. It better have biometric data. (Source: venturebeat.com)
44. We're quietly excited about The Internet of Things. Take ReelyActive's cost-effective RFID solution, for example: “They
have taken some of the smarts out, simplified the receivers, and moved the intelligence to the cloud."
(Source: venturebeat.com)
45. Ok so Apple is working on iWatch, what other wearable computing will we be seeing in the near future? Interesting to read
Google hoping for Glass to drive 3% of revenue by 2015. (Source: bits.blogs.nytimes.com)
46. Interesting. (Source: networkworld.com)

7. Digital Strategy & E-Commerce
47. Just in time for the reboot of the Terminator franchise...? - But seriously, this is exciting from the perspective of Robotics
gaining accelerated funding and consumer-minded focus. (Source: nytimes.com)
48. Content provider fragmentation prevails for consumers even for "pure-play" digital providers: As we've thought about this,
there isn't really one "box" as yet that gives you Netflix, Amazon Prime, YouTube (and HBO) "native" and all on the same
box? (Chromecast - sort of?). (Source: venturebeat.com)
49. Heard the term "API" thrown around but you never quite figured out what that actually is? Here's a good explanation, and
why it's important. (Source: blog.compete.com)

8. Contact Us
Geetu Mehta
Account Director
Level 5, 55 Anzac Ave
Auckland, NZ
Ph 09 920 1740
geetu.mehta@firstdigital.co.nz
www.FIRSTdigital.co.nz