Zig Marketing Digtial Roadmap 2013
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The document summarizes key digital media trends from 2012-2013, including the continued shift to digital and mobile media consumption. The implications are that mobile is becoming the dominant marketing platform, and that social media and video are driving much of the growth in mobile and digital engagement. The strategic recommendation is for brands to focus their media spending on sharable, connected platforms like social media and video that can most effectively influence consumers and purchases in the changing media landscape.
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Zig Marketing Digtial Roadmap 2013
- 1. Digital Media Roadmap 2013 Howard Zoss 216.744.3040 hzoss@zigmarketing.com 2.22.2013
- 2. Digital Roadmap 2013 ► Digital Media Trends ► Implications for Brands ► Strategic Media Focus 2
- 4. Consumers Continue Shift to Digital Mobile 4 2012 Blackstone Marketing Industry Review
- 5. Spend 11+ Hours with Media Daily Over 70% on TV / Online 5 2012 eMarketer
- 6. TV Usage Waning … For the First Time Ever 6 Nielsen 2012 6
- 7. Traditional Media is Becoming Less Influential The Internet now trumps all media when it comes to ‘influencing purchases’ 7 Source: Harris Interactive 2012
- 8. Marketers Follow Digital Shift 8 8
- 9. But … Not to the Degree They Should 2010 9 9
- 10. Mobile Opportunity Arises 2011 10 10
- 11. Implications ► Pronounced shift to digital media continues ► Mobile is the only growing medium ► But brands are still clinging to their old media habits ► Dramatically overspending in print ► Continue to overspend in broadcast 11 ► Social Media and Mobile lead digital growth ► Mobile represents the largest future media opportunity
- 12. mobile
- 13. Mobile Devices Have Passed PC’s in Sales 13 2012 BI Intelligence
- 14. Mobile Internet Usage Will Surpass Desktop This year 2011 2012 14 2012 Nielsen Social Media Report
- 15. Smartphones Pass Feature Phones … And Growing 15 2013 Nielsen Courting Today’s Mobile Consumer
- 16. Mobile Web and APP Usage Show Huge Growth 16 2012 Nielsen Social Media Report 16
- 17. Mobile Devices are Taking Focus Away From TV 17 2012 Nielsen Courting the Mobile Consumer 17
- 18. Marketers Follow Mobile Shift 18 2012 Nielsen Courting the Mobile Consumer 18
- 19. Implication ► Mobile is the marketing platform of the future 19
- 20. Social
- 21. Social Media Drives Internet Usage Overwhelmingly 21 2012 Nielsen The Digital Revolution
- 22. Social Media Drives Mobile Usage 2011 +92% 2012 +89% 2012 Nielsen Social Media Report
- 23. 60% of Consumers Do Social on Mobile … 31% Several Times a Day 23 2012 Edison Research The Social Habit
- 24. Facebook & Twitter are Becoming Mobile Companies 24 June 2012 Data from Facebook & Twitter 24
- 25. Consumers Talk Brand Constantly on Social Media 25 2012 Nielsen Social Media Report 25
- 26. Social Influences Purchase 26 Pew 2012 26
- 27. In Fact … Social Now Drives Purchase 27
- 28. Cumulatively Social Sites Lead Brand Sites 28 Technorati 2013 28
- 29. Facebook, Twitter, You Tube = Marketers Big 3 29 Technorati 2013 29
- 30. Marketers Follow the Influence 30 30
- 31. Implication ► Social is the future of purchase influence 31
- 32. Video
- 33. 33 June 2012 Data from Facebook & Twitter 33
- 34. 75% of All U.S. Internet Users Watch Video 34 June 2012 Data from Facebook & Twitter 34
- 35. Video Drives Mobile 280 Billion Viewed and Growing 35 June 2012 Data from Facebook & Twitter 35
- 36. Nielsen > Brand Recall is Higher for Online Video vs. TV 36 On-Air TV Online Full-Length (Broadcast + Cable) TV Episodes Source: Nielsen
- 37. Nielsen > Message Recall is Higher for Online Video vs. TV 37 Source: Nielsen
- 38. Nielsen > TV is More Effective When Video Runs Simultaneously 38 Source: Nielsen
- 39. Marketers Follow the Eyeballs 39 39
- 40. Implication ► Video is the future of viewership 40
- 42. Implication ► Pronounced shift to digital media continues Mobile is the media platform of the future ► Social and Video are the key drivers of mobile growth … especially Social ► There is strong linkage and connectivity between Mobile, Social and Video 42 media ► Because brands still remain behind in their media allocation … an opportunity exists, for forward thinking companies, to take an even stronger digital media lead and influence consumers and their purchase behaviors … beyond their competitors
- 44. Hyper Media Fragmentation = Declining Media Effectiveness 44
- 45. Digital Focus Sharable, Connected Media Platforms 45
- 46. Focus Media Strategy Sharability Scale Believability Purchase Influence 46 Efficiency Maximum Budget Utilization
- 47. It is not going to get any easier
- 48. 48
- 49. Thank You Howard Zoss 216.744.3040 hzoss@zigmarketing.com 49 49 All ideas contained herein are the sole intellectual property of Zig Marketing Inc. and cannot be used without express written consent
Editor's Notes
- It’s significant
- 121.3 Million US Smartphone Owners – Comscore Mobile Lens Data