Michael Page 2013 TRENDS BRIEFING
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The document summarizes key digital marketing trends for 2013 based on a presentation by Steve O'Farrell of The Royals. It finds that the gap between first and second screen consumption is narrowing as people use multiple devices. It also notes that TV and Twitter have a symbiotic relationship, with each driving traffic to the other. Other trends include a focus on mobile apps and user experience over websites, social care replacing customer care, and hijacking existing media versus traditional advertising buys. Marketers are advised to focus on user engagement and attention rather than just impressions.
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Michael Page 2013 TRENDS BRIEFING
- 1. Michael Page 2013 TRENDS BRIEFING February 21st, 2013 Steve O’Farrell, The Royals
- 2. Today’s Presentation 2013 Key Trends What does this mean? Planning Operations Agency Relationships Media
- 4. Weekly time spent across media by online australians 21:54 15:30 9:48 5:24 3:30 4:12 2:12 Magazine Newspaper Internet Internet Radio Broadcast Internet via mobile via tablet TV Australian Online Consumer Landscape, Neilsen, March 2012
- 5. Average time spent on the internet each week 22.6 hrs 21.2 hrs Total 21.9hrs 20.9 hrs 20.8 hrs 18.7 hrs 26.2 hrs 24.4 hrs 16-24 Yrs 25-34 Yrs 35-44 Yrs 45-59 Yrs 60+ Yrs Australian Online Consumer Landscape, Neilsen, March 2012
- 6. Devices used to access the internet 82% amongst smartphone owners 2011 55% 20% 18% 15% 11% Mobile Tablet Games Portable Media Internet Enabled Phone Console Player TV/ Smart TV 2010 50% 10% Australian Online Consumer Landscape, Neilsen, March 2012
- 7. The gap between FIRST & SECOND SCREEN NARROWS
- 9. TV and Twitter PUMP UP EACH OTHER’S TYRES
- 10. Strategies used Of the 83 total Non-CBS/NFL ads, brands used the following cross-channel to access the internet strategies to drive traffic from their ads.
- 11. Twitter and TV’s symbiotic relationship Discovery Engagement TV
- 12. Technology for marketing, not IT directors
- 16. So what does this mean FOR MARKETERS?
- 17. Legacy marketing model: Impressions based
- 21. Operation integration vs. Idea Intergration Marketing Merchandising VM Operations Store Managers Technology ACTION AWARENESS Advocacy Marketing Marketing Customer Service
- 24. Focus on holding people’s attention RATHER THAN GRABBING IT
- 27. Social Care vs. CUSTOMER CARE
- 28. ‘State of the media: the social media report 2012’, Nielsen, 2012
- 29. Channels used to Access social care Consumers turn to a wide variety of social media platforms for social care. Social media users are most likely to comment on or ask a question about a company’s product or service on Facebook, both on the company’s page (29%) and on their personal page (28%). Facebook | Company’s Page Facebook | User’s Personal Page Official Company Blog Twitter | Personal Handle (no @mention of company) Twitter | Company’s Handle (tweet from user’s personal handle including an @mention of company) YouTube | Company’s Channel YouTube | User’s Personal Channel UserNon-company Blog
- 32. Don’t buy media HIJACK IT
- 39. Summary Trends • The gap between first and second screen narrows • TV & Twitter pump up each other’s tyres • Technology for Marketing, not IT Directors • Product development • Mobile apps the new microsite What this means • Expressions vs. impressions based marketing • Operational integration vs. idea integration (esp. for social) • Focus on holding people’s attention vs. grabbing it • Social care vs. customer care • Don’t buy media, create (or hijack) it
- 40. More Reading for Digital Trends in 2013 http://www.forbes.com/sites/onmarketing/2013/02/12/a-realists- guide-to-marketing-in-2013/ http://econsultancy.com/au/blog/61806-17-digital-marketing-and- ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedlein http://www.cmo.com/articles/2012/12/18/7-digital-marketing-trends- to-watch-in-2013.frame.html http://cdn1.hubspot.com/hub/53/2013-Marketing-Trends-01.pdf http://www.forbes.com/sites/ciocentral/2012/12/20/follow-the- money-digital-marketing-trends-for-2013/ http://www.idgconnectmarketers.com/marketing-2013-top- predictions-for-us-marketers/
- 41. THANKS Steve O’Farrell, The Royals 0423 063 624 | steveo@theroyals.com.au