5 global trends workshop
Post on 15-Jan-2015
192 Views
Preview:
DESCRIPTION
TRANSCRIPT
DIGITAL MEDIA PITCHDIGITAL MEDIA PITCH5 TRENDS WorkshopKevin Lourens & Savannah Wally
Twitter: @nativeimc.native.co.za
WORKSHOP FOCUSWORKSHOP FOCUS
Trend 1: Media focusTrend 2: Digital skillsTrend 3: Impact of MobileTrend 4: Online Listening Trend 5: Measurement & ROI
NATIVE WORKSHOP
WORKSHOP STRUCTUREWORKSHOP STRUCTURE
NATIVE WORKSHOP
» SMS » Register
– imc.native.co.za
» Question» Your answer» Customised “infographic”» Take out
NATIVE WORKSHOP
TREND 1
NATIVE WORKSHOP
SHIFTING MEDIA FOCUS
SHIFTING MEDIA FOCUS
imc.native.co.za
WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011? WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011?
1. Paid traditional media2. Paid digital media3. Earned/ Owned media
NATIVE WORKSHOP
NATIVE WORKSHOP
INCREASED MEDIA SPEND (2012 vs. 2011)
GLOBAL TRENDSGLOBAL TRENDS
*
* Fastest Growing
Source “Society of Digital Agencies Report 2012”
WHY THE SHIFT? WHY THE SHIFT?
NATIVE WORKSHOP
» Reach and rapid deployment» Measurable» Drive “Call to Action” and clicks» Relevance and targeting
KEY TAKEOUT KEY TAKEOUT
Media budgets indicate a significant shift from traditional to digital advertising, with a biggest focus on earned/owned content
Focus on building owned platforms to foster long term engagement and interaction with prospects
NATIVE WORKSHOP
TREND 2
NATIVE WORKSHOP
FOCUS ON SKILLS
FOCUS ON SKILLS
WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?
WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?
1. Measurement & analytics2. Content development 3. Mobile
NATIVE WORKSHOP
NATIVE WORKSHOP
SKILLS PRIORITISATION(2012 vs. 2011)
Source “Society of Digital Agencies Report 2012”
NATIVE WORKSHOP
TAKE OUTSTAKE OUTS
NATIVE WORKSHOP
» Owned/Earned Media depends quality content – there is a demand for people who can create that content
» Mobile access is overtaking desktop internet access, therefore mobile skills are in high demand. Think “Mobile first”
» More data from more platforms means better analytics skills are required
TACKLING THE SKILLS SHORTAGETACKLING THE SKILLS SHORTAGE
NATIVE WORKSHOP
» Invest in training staff – marketers need to become digital
» Support industry initiatives to grow the overall skill base» Create working environments that will attract the best
digital talent
TREND 3
NATIVE WORKSHOP
MOBILE MARKETING
MOBILE MARKETING
WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?
1. Purchase intent 2. Brand awareness3. Brand favorability
NATIVE WORKSHOP
NATIVE WORKSHOP
MOBILE MARKETING OBJECTIVES (2012 vs. 2011)
GLOBAL TRENDSGLOBAL TRENDSSource “Insight Express 2011”
NATIVE WORKSHOP
NATIVE WORKSHOP
NATIVE WORKSHOP
KEY TAKE OUTS KEY TAKE OUTS
Mobile devices are the #1 Media Channel in South AfricaMost people are comfortable mobile adsMost mobile campaigns are currently focusing on brand awareness
NATIVE WORKSHOP
TREND 4
NATIVE WORKSHOP
LISTENING ON SOCIAL MEDIALISTENING ON SOCIAL MEDIA
WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS?
WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS? 1. Very little 2. We are using a few ad-hoc tools 3. We are reporting regularly to management
NATIVE WORKSHOP
NATIVE WORKSHOP
LISTENING TO ONLINE CONVERSATIONS ABOUT YOUR BRAND/S?
GLOBAL TRENDSGLOBAL TRENDSSource “Alterian Eight Annual Survey 2011”
NATIVE WORKSHOP
» 50% of companies say their social media efforts are serious but not a core function;16 percent reward customers whose ideas they use;
» Only 16% claim that their companies’ listening and engagement initiatives are integrated with sales, marketing, and customer service;
» 64% incorporate customer feedback into products or services» 76% distribute customer feedback internally;» 31% are enhancing sales by offering incentive programs for
customers who engage online, including deals and discounts; and
» 70% percent of business-to-business executives use social media in decision-making processes.
KEY TAKE OUTKEY TAKE OUT
In social media listening is key, but a lot of marketers are still not listening effectively.
NATIVE WORKSHOP
TREND 5
NATIVE WORKSHOP
ROI & MEASUREMENT
ROI & MEASUREMENT
WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?
1. Traditional Media 2. Social Media 3. Search
NATIVE WORKSHOP
NATIVE WORKSHOP
WHICH MEDIA PROVIDES MOST MEASURABLE ROI?
Source “ DMMA 2011”
NATIVE WORKSHOP
IMPRESSIONS
TRADITIONAL MEDIA
BOUGHT
EARNED
OWNED
MANAGED
OPTIMISATION
NATIVE WORKSHOP
IMPRESSIONS LANDING PAGES CONVERSIONSBOND
FULL MEDIA INTEGRATION MODEL
BOUGHT
EARNED
OWNED
MANAGED
OPTIMISATION OPTIMISATION
MARKETING HAS EVOLVED OVER THE PAST SEVERAL YEARS FROM A PRIMARILY CREATIVE DISCIPLINE TO A
HIGHLY ANALYTICAL, MEASURABLE AREA & SIGNIFICANT REVENUE GENERATOR.
THE PRESSURE ON MARKETER’S TO TRACK & MEASURE CAMPAIGNS IS EVER-INCREASING.
NATIVE WORKSHOP
KEY TAKE OUTKEY TAKE OUT
Search & Social are the most measureableIncreased focus on campaign ROIROI clarity will come from full media integration
NATIVE WORKSHOP
DIGITAL MEDIA PITCHDIGITAL MEDIA PITCHTHANK YOU
top related