My predictions for Digital 2012 - India

2,222 views

Published on

It's that time of the year. December. Looking back or looking forward time. I try to see ahead. What's the scene for the digital space in India, in the coming year? My few thoughts on where Digital is headed, in 2012.

Would love to read your opinions too. Do share..

Published in: Business, Technology
2 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
2,222
On SlideShare
0
From Embeds
0
Number of Embeds
259
Actions
Shares
0
Downloads
0
Comments
2
Likes
0
Embeds 0
No embeds

No notes for slide

My predictions for Digital 2012 - India

  1. 1. Predictions for Digital: 2012Also known as ‘Sticking-my-neck-out’ syndrome, in month of December! SANJAY MEHTA
  2. 2. THESE DECEMBER DISEASES SANJAY MEHTA
  3. 3. These December Diseases• Round-up of the year gone by (Best of, Worst of, Ugliest of, Smartest of, etc.)• Predictions for the year to come• Latter is easier – no one has seen it, and will take 12 months to prove you wrong; by that time, your predictions would be forgotten• AND if by chance, you got lucky and got many right, you can always ‘tom-tom’ it yourself!• So I stick my neck out too.. ! SANJAY MEHTA
  4. 4. CRYSTAL BALL GAZING 2012 SANJAY MEHTA
  5. 5. My Predictions for Digital: 20121. E-commerce / Online Retailing will continue to show blazing growth in India2. Group Buying / Daily Deals on the other hand…the model will crack!3. Media Spends will see a sharp swing to what is considered as digital, though boundaries will blur in 20124. Integration: Traditional+Digital+Social etc.5. Facebook pages will have to fight clutter SANJAY MEHTA
  6. 6. My Predictions for Digital: 2012 (contd) 6. Google+ will be one more promising project of Google…that didn’t go far! 7. Social Media will see a few embarrassments (and I hope it’s not our clients!!) 8. Online Reputation Management will be HOT 9. India’s Old Spice equivalent will happen – beyond Kolaveri (and I hope it’s our client!!) 10.We’ll see M&A in agency space SANJAY MEHTA
  7. 7. 1. E-COMMERCE / ONLINE RETAILWILL CONTINUE TO ROCK AWAY.. SANJAY MEHTA
  8. 8. 1. E-commerce / Online Retail• Last 12 months have seen serious break-out in volumes• Internet penetration, broadband, mobile growth have all been factors• Most important though: a new digital native generation of consumers• Blazing growth will continue, largely driven by Tier-II, Tier-III markets SANJAY MEHTA
  9. 9. 1. E-commerce / Online Retail (contd)• Tier II / Tier III – same aspirations and similar means, but fewer or non-existent brand stores• Flipkart, Infibeam and other leaders of today will continue to grow and maintain position• But several new, niche specialist sites will emerge and challenge category leadership• Amazon will acquire, but not Flipkart• Indian retail majors will not acquire yet SANJAY MEHTA
  10. 10. 2. GROUP BUYS / DAILY DEALS: THE MODEL WILL CRACK UP.. SANJAY MEHTA
  11. 11. 2. Group Buying / Daily Deals – the business model will crack!• Taggle was not able to tackle, and now we will see Snap Deal’s model also Snap!!• 10% off is not a big deal, and 75% off can’t sustain – something’s got to give!• The MRPs of Spas would have got permanently rerated; other categories can’t!• Excess inventory – physical or perishable (hotel rooms, spa capacities, saloon chairs, airline tickets etc.) may still work• Good as a niche play, can’t challenge core commerce SANJAY MEHTA
  12. 12. 3. MEDIA SPENDS WILL SHIFT MORE TOWARDS DIGITAL SANJAY MEHTA
  13. 13. 3. Media Spends will see BIG shifts• Bunch of factors will influence the shift• Economy blues will prohibit large mainline campaigns• Good time for brand managers then, to walk- their-talk on digital becoming more crucial• Boundaries between traditional and digital (and all other types in between) media will blur• But agencies playing in digital space will see larger billings, any which way SANJAY MEHTA
  14. 14. 4. INTEGRATED MARKETING SANJAY MEHTA
  15. 15. 4. Integration’s the word• Your TVC has a call to action to a Facebook page, and the campaign extends there• Your successful TV campaign takes a new leaf, in terms of sequels on YouTube• Flash mobs at the mall largely aimed to create content that will viral on social media• Bloggers invited to your press conference• Live tweeting of your on-groundevent SANJAY MEHTA
  16. 16. 4. Integration’s the word (contd.)• Business scandal that refuses to die on Twitter• Or a story that breaks on Twitter, and then finds wings as it gets on to mainline media• Driving traffic to your YouTube takeover page, via banners on Rediff or Yahoo• All of these are real, and already there today!• Will become the norm in 2012• Think ONE-line: mainline-new media-social- digital-ATL-BTL….it’s all about the brand after all! SANJAY MEHTA
  17. 17. 5. BRAND PAGES ON FACEBOOK WILL HAVE TOFIGHT CLUTTER SANJAY MEHTA
  18. 18. 5. Facebook pages will be cluttered• Everybody and their uncle will have one!• And new ones will keep coming up daily!• The fight to acquire fans will continue; those who can’t (and few who won’t) fight will look for ‘the deeper meaning’• Creativity will be at a premium – how to make my Facebook page noticed and get more fans• The wiser will focus on the ‘right’ community and engagement, and real business goals! SANJAY MEHTA
  19. 19. 6. GOOGLE+ WILL BE AN ALSO-RAN SANJAY MEHTA
  20. 20. 6. Google+..aah..Google+• Would be acknowledged as one of the best Google projects on Social Media..• ..before being given it’s rightful place in HISTORY• It may morph into a decent search engine aid or a cool Web meeting (hangout) place, but as a wannabe social network, the game would be up• The geeks will continue to use it like their private network, and swear by it too• But Facebook will remain streets ahead SANJAY MEHTA
  21. 21. 7. WHOOPS..I AM ON SOCIAL MEDIA: EMBARRASSMENTS WILL HAPPEN! SANJAY MEHTA
  22. 22. 7. Social Media will see few boo-boos• There is an itch for top management to get on to Social Media, especially Twitter• “Anand Mahindra’s there, I should too..”• And as top management go, they listen less• 2012 will see a few of them making mistakes!• (Hope it’s not one of our clients!  )• Causes could be: not realizing consequences, or being trigger (twitter) happy, etc.• All hell will break lose, then.. ! SANJAY MEHTA
  23. 23. 8. REPUTATION WILL HAVE TO BE MANAGED: ORM WILL BE HOT SANJAY MEHTA
  24. 24. 8. ORM will be the NORM.. !• Online Reputation Management has not been taken very seriously by most brands yet• As negative mentions, brand attacks, customer revolts, etc. become common, brands will wake up• Some will directly impact market share, some the market cap, and most will be expensive to correct• ORM will thus become the norm – more brands will want to detect and protect, rather than fix!• Budgets will be treated akin to insurance premia SANJAY MEHTA
  25. 25. 9. THE FIRST OF INDIA’S BIG SOCIALMEDIA BRAND WINS WILL BE SEEN SANJAY MEHTA
  26. 26. 9. India’s big SM winner will happen• Tata DoCoMo’s fan base is largely incentive based• Kolaveri Di was a winner, but..• We don’t have a very strong SM winner, from regular product brands yet• We don’t have our Old Spices or Blendtechs• 2012 will see the big SM brand winners in India• (hope it’s one of our clients  ) SANJAY MEHTA
  27. 27. 10. M&A IN AGENCY SPACE SANJAY MEHTA
  28. 28. 10. Consolidation in the space?!• Digital and Social Media space dominated by independent agencies, including boutique ones• Majors and larger agencies will scout space• A first major acquisition will be seen in 2012• Consolidation may happen amongst the smaller agencies as well• This, in spite of the slow economy! SANJAY MEHTA
  29. 29. Ouch..the neck hurts! From sticking out for so long..• What’s your take? Love to hear your opinions as well..• Meanwhile, wishing all of you a Fabulous New Year!!Sanjay MehtaJt CEO, Social WavelengthTwitter: @sm63 SANJAY MEHTA

×