ed seminar the speed of change - fisher - session1

Welcome#dmaDetroitEd

Melissa Fisher | February 28, 2014

2

Hello! – I’m MelissaKnown as MelissaFisher7 on the internet.

Today’s Agenda

1. Highlight market changes & impacts on marketers. Share best sources to stay informed.

2. How to Innovate and evolve your Marketing strategies and plans in a fast paced digital age.

3. How to leverage Social Media and get real results

The Speed of ChangeTrends and Stuff to Come.DMA Detroit | Melissa Fisher

Long Ago, People Danced @ ConcertsNow they Video / Click / Share / Tweet…

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Our World is Mobile

8

Today you can run, but you can not hide.

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

10

Mobile Growth is Setting Up Contextual Based Consumer Experiences

Global Mobile Traffic Growing Rapidly to !3% of All Web Traffic

• In 2015 mobile local search volume will surpass desktop search for the first time.

•By 2016 , expect mobile to exceed desktop by 27.8 billion queries

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Consumer Behaviors and Attitudes are ChangingMedia + Data Uploading + Sharing from

Mobiles = Ramping Fast & Still Early Stage

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Photos = 500MM+ Uploaded and shared daily. Growth trend to rise 2x Y/Y

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Video = 100 hours per minuteUp from 0 six years ago.

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Sound = Emerging As voice comes back to phones…

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Data driving Win-Win-Win Sharing = Growing QuicklyYou Help Me, I Help You, We Help Others

16

Android Adoption Growth – 4x iPhone

Source: KPCB, May. 2013; Gartner, Morgan Stanley Research, as of Q2, 2013)

Smartphone usage is in early stageTremendous 3-4x Upside

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Mobile Commerce impacting bottom-line. 45% of Transactions up <15% Two years ago

Source: Groupon as of 3/13

Tablet Growth= More Rapid than Smartphones iPad= 3x iPhone Growth

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Tablet Shipments= Surpassed Desktop PCs & Notebooks in Q4:12, <3 Yrs from Introduction

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Technology Cycles = Still Early on Smartphones & Tablets Now Wearable's Coming on Strong, Faster than Typical 10 yr Cycle

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Turning Passion into Business… Epic Internet Choice

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Re-Imagining of Basic Business Process…

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Re-Imagination of Asset-Heavy Product & Services

Re-Imagination of R&D…

Source: Mary Meeker & Liang Wu: KCPB, May 29,2013

Cox Media: Case Study

We Drive Promotional Transactions for Businesses & Help Families Save Money

27

Markets are Dynamic

Source: KPCB, May 2013

Location-Based / Merchant-Focused /Deeper Discounts / anywhere@anytime

28

Early Innovation at Valpak

29

Connecting Print to Digital & Harnessing Partnerships

30

1. Receive Valpak envelope with AR marker

2. Launch VP App and tap AR marker

3. Camera launches so you can scan envelope marker

4. Once scanned, A/R launches with local coupons

Augmented Reality

31

Valpak & Digital Wallets

32

Innovative Distribution

First in Market - In the News

Strategic Partnerships Have Resulted in the Following Benefits:

• Driven hundreds of media pickups (local & national)• Generated hundreds of thousands of $ media value• Reached millions of consumers

GMA: 4.75 million audience, $204k publicity value

33

What Impacts You?

Group Share or Pick a spokesperson to report on…• Top digital marketing sites used?• Testing new platforms? Best to date?• Technology Opportunities/Threats?• New Emerging Business Model

Opportunities/Threats?• Other technologies or market factors worth

watching?

Releasing in May =Stay Informed…

What are your favorite sources?(group share)

• Futurists• Technology • Emerging Business Models• Marketing Strategies• Marketing Tactics• And More…

37

A Direct Marketer’s Perspective

Fast – Scary – Thrilling

38

What Will Marketer’s Need to Do to Compete?

39

Ideate, Brainstorm, Innovate, Partner

Team Brainstorm Black Ops – Org Hack Partnerships

Design Thinking & Innovation Methods

40

Cox Media Group Ideation

41

Take Risks

42

Think Differently

43

STEALTH HACK & FORM PARTNERSHIPS

Partnerships & Stealth Hacking

44

Don’t Need to Reinvent the Wheel

Everything is a Remix

45

The Future for Media Companies?

46

Cars as Communications Platforms

47

Future of TV: Personalized, Connected, DimensionalConnected Surfaces - New Ad

Contexts & Ubiquitous ConsumptionRich Media Formats – New

Programming

Flexible Screens – Increased Distribution Smart, Personalized Ads

48

Future of Radio: Personalized Content & Dist. Ubiquity

Radio Will Be Streaming Everywhere - Partnerships

Radios Will Not Exist in Cars – Mobile

Connectivity

Radio Stations Will Expand Content Offerings

User-Controlled, Personalized Radio

49

Future of Print: Interactivity via AR, NFC, E-ink Print & Mobile

Based ARE-Ink

Rich Media Embedded in Print

NFC Tags – Smart Posters, Sprayable Tags

50

Thank You

Melissa Fisher, Managing Partner

Personal email: melissafisher7@gmail.com

Professional: melissa.fisher@peakroadpartners.com

@MelissaFisher7

http://www.linkedin.com/in/melissafisher7