Digital Trends for 2013Vishal Mehra, Bite India
The Indian Digital Marketplace•    Internet Users in India – Over 150 million•    Social Users (in millions): Facebook – 6...
5 Digital Marketing Trends for 2013•    Native Advertising•    Social TV•    Fragmentation•    Content Marketing•    Smart...
1. Going NativeDigital Trends for 2013
What is Native Advertising?Native advertising allows brands to promotetheir content into the experience of the site orothe...
The Only Viable Ad StrategyNative is built around•  Content•  Choice•  Integration& not banners or interruption6      27-J...
3 Pillars of Native Advertising•  Visually Integrated•  Choice Based•  Content Driven7      27-Jan-13
Sponsored & Promoted, but Native8   27-Jan-13
The Future is not InterruptiveCompany’s revenue model must be aligned with it’sunderlying business model - & native is the...
2. #SocialTVDigital Trends for 2013
Beyond the Existing•  All NEWS channels have adopted a form of Social   TV in India•  Sports has also led the way with Cri...
NDTV Second Screen12   27-Jan-13
13   27-Jan-13
Biggest #SocialTV appWorld’s biggest #SocialTV app has over 500 million usersworldwideOne of the largest social networks i...
Nielsen Twitter TV RatingsProposed standard metric for measuring the conversation that aTV show spurs on Twitter.Will comp...
Social TV appsOther Social TV apps have gone beyond justcheck-ins, even incentivizing users.16    27-Jan-13
India’s 1st Shazam-d Campaign17   27-Jan-13
The 2nd Screen ExperienceDrives•  Real user engagement•  Richer experience•  New revenue streams18       27-Jan-13
2nd Screen put to use•    Leveraging the small screen during big live events•    Incentivizing Ad engagement•    Gamifying...
Transmedia goes BIGThe Biggest Experiment , launching in US,April 2013Standalone experience amplified by the TVshow & vice...
Why it’s a Big Deal for India?TVC’s of the future will be trailers into deeper branded digital experiences•  Over 100 mill...
From the “Idiot Box”22   27-Jan-13
.. to the Interactive Tube23   27-Jan-13
3. FragmentationDigital Trends for 2013
Fragmentation is EverywhereIntegrated feature of the Marketing landscape•    Decades of channel expansion•    Access Platf...
Present, yet ElusiveToday’s Digital consumer is omnipresent, yetelusive for marketers3 existing screens supplemented by Ta...
Television Remains StrongStill a powerful medium to sway consumer mindsets27    27-Jan-13
& the Undisputed King of Consumption/Spending3% Indian Advertising Industry 2012       4% 1% 5%                           ...
Content Owners Encouraging Consumption acrossPlatforms29   27-Jan-13
Cord Extending                 Cord- cutting, a popular phenomenon in                 western markets is taking a differen...
Indian Streaming Services are GrowingIndian streaming services are growing in a smallmarket, but sudden influx of many pla...
Consumer A.D.D.Network owners are coming out with their ownofferingsSecond device is gaining prominence in India, withfew ...
Mobile – Divided Ecosystem                             Mobile is plagued by it’s own fragmentation                        ...
4. Content MarketingDigital Trends for 2013
Content is KingBrands & Agencies are in a hurry to build up theirstrengths in content marketing, Interest level has alread...
Go to http://bit.ly/W1K8fM to know more36   27-Jan-13
Go to http://bit.ly/QEbpzF to know more37   27-Jan-13
Go to http://bit.ly/Sag5Sj to know more38   27-Jan-13
Content Marketing Objectives                               Goals of B2C Content Marketers in North                        ...
Context is King #2Combining forces of Context & Contentwill drive e(verywhere)- commerceMore avenues for engagement need t...
5. Big Smart DataDigital Trends for 2013
The Greatest Challenge for MarketersVolume, Velocity & Variety are Big challenges for Structured Data, & Unstructured Data...
The DeltaMost companies like to consider themselves nimblebut still lack the intention to close the gap betweenTalk & Acti...
Smart Data at WorkPublishers around the internet usesophisticated tools to understand ourinterests, mainly based on our br...
Indian Retailers are Adopting Smart DataHelps in Store LayoutsInventory ManagementImproving Shopper ExperienceGenerating a...
Netflix reports 75% of videospeople watch are a result ofrecommendations    46     27-Jan-13
Apple’s Genius serving Personalized                                             Results                        Smart Data ...
Crowdsourcing by FoursquareOver 20 million usersDiscovery + Location targeted offersPower of combining Location, Context &...
Thank youvishal.mehra@biteglobal.comFollow @vishal1mehra
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Digital Marketing Trends for 2013

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This document details digital marketing trends for the year 2013 in the global market context, along with examples from the Indian digital market

Published in: Business

Digital Marketing Trends for 2013

  1. Digital Trends for 2013Vishal 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 Million2 27-Jan-13
  3. 5 Digital Marketing Trends for 2013•  Native Advertising•  Social TV•  Fragmentation•  Content Marketing•  Smart Data3 27-Jan-13
  4. 1. Going NativeDigital Trends for 2013
  5. What is Native Advertising?Native advertising allows brands to promotetheir content into the experience of the site orother mediums, in a non-interruptive &integrated manner5 27-Jan-13
  6. The Only Viable Ad StrategyNative is built around•  Content•  Choice•  Integration& not banners or interruption6 27-Jan-13
  7. 3 Pillars of Native Advertising•  Visually Integrated•  Choice Based•  Content Driven7 27-Jan-13
  8. Sponsored & Promoted, but Native8 27-Jan-13
  9. The Future is not InterruptiveCompany’s revenue model must be aligned with it’sunderlying business model - & native is the only form ofmonetization that does just that9 27-Jan-13
  10. 2. #SocialTVDigital 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 experience11 27-Jan-13
  12. NDTV Second Screen12 27-Jan-13
  13. 13 27-Jan-13
  14. Biggest #SocialTV appWorld’s biggest #SocialTV app has over 500 million usersworldwideOne of the largest social networks in the world, dominatesSocial TV landscapeDemo which is ripe for exploiting #SocialTV phenomena14 27-Jan-13
  15. Nielsen Twitter TV RatingsProposed standard metric for measuring the conversation that aTV show spurs on Twitter.Will compliment Nielsen’s existing TV Ratings15 27-Jan-13
  16. Social TV appsOther Social TV apps have gone beyond justcheck-ins, even incentivizing users.16 27-Jan-13
  17. India’s 1st Shazam-d Campaign17 27-Jan-13
  18. The 2nd Screen ExperienceDrives•  Real user engagement•  Richer experience•  New revenue streams18 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 campaigns TV & Digital elements•  Syncing e-commerce with TV Content•  Sponsoring 2nd screen extras•  Spurring social chatter with #tags•  Enabling real time interactivity•  Creating transmedia opportunities19 27-Jan-13
  20. Transmedia goes BIGThe Biggest Experiment , launching in US,April 2013Standalone experience amplified by the TVshow & vice-versa20 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)21 27-Jan-13
  22. From the “Idiot Box”22 27-Jan-13
  23. .. to the Interactive Tube23 27-Jan-13
  24. 3. FragmentationDigital Trends for 2013
  25. Fragmentation is EverywhereIntegrated feature of the Marketing landscape•  Decades of channel expansion•  Access Platforms•  Media Channels & Devices•  Marketing Funnel25 27-Jan-13
  26. Present, yet ElusiveToday’s Digital consumer is omnipresent, yetelusive for marketers3 existing screens supplemented by Tablets26 27-Jan-13
  27. Television Remains StrongStill a powerful medium to sway consumer mindsets27 27-Jan-13
  28. & the Undisputed King of Consumption/Spending3% 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 acrossPlatforms29 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 services30 27-Jan-13
  31. Indian Streaming Services are GrowingIndian streaming services are growing in a smallmarket, but sudden influx of many players hascluttered this market as well.Some streaming services are exclusively video,some are only audio, whereas couple of themstream bothDifferent monetization models employedDVRs are taking hold in Urban Indianhouseholds.31 27-Jan-13
  32. Consumer A.D.D.Network owners are coming out with their ownofferingsSecond device is gaining prominence in India, withfew evolved users taking it up whole heartedly32 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 Marketers33 27-Jan-13
  34. 4. Content MarketingDigital Trends for 2013
  35. Content is KingBrands & Agencies are in a hurry to build up theirstrengths in content marketing, Interest level has alreadyseen a big jump from last year35 27-Jan-13
  36. Go to http://bit.ly/W1K8fM to know more36 27-Jan-13
  37. Go to http://bit.ly/QEbpzF to know more37 27-Jan-13
  38. Go to http://bit.ly/Sag5Sj to know more38 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 10 039 27-Jan-13
  40. Context is King #2Combining forces of Context & Contentwill drive e(verywhere)- commerceMore avenues for engagement need tobe created, elevating value proposition40 27-Jan-13
  41. 5. Big Smart DataDigital Trends for 2013
  42. The Greatest Challenge for MarketersVolume, Velocity & Variety are Big challenges for Structured Data, & Unstructured Data42 27-Jan-13
  43. The DeltaMost companies like to consider themselves nimblebut still lack the intention to close the gap betweenTalk & Action on DataFor Marketers, the more they know, the better it is43 27-Jan-13
  44. Smart Data at WorkPublishers around the internet usesophisticated tools to understand ourinterests, mainly based on our browsingbehavior and clicks44 27-Jan-13
  45. Indian Retailers are Adopting Smart DataHelps in Store LayoutsInventory ManagementImproving Shopper ExperienceGenerating additional revenue streamsPredicting Consumer Behavior and Personalizingoffers45 27-Jan-13
  46. Netflix reports 75% of videospeople watch are a result ofrecommendations 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 time47 27-Jan-13
  48. Crowdsourcing by FoursquareOver 20 million usersDiscovery + Location targeted offersPower of combining Location, Context & Intent48 27-Jan-13
  49. Thank youvishal.mehra@biteglobal.comFollow @vishal1mehra

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