Digital Trends for 2012

1. 5 TRENDS Workshop
DIGITAL MEDIA PITCH
Kevin Lourens & Savannah Wally
Twitter: @native
imc.native.co.za

2. WORKSHOP FOCUS
Trend 1: Media focus
Trend 2: Digital skills
Trend 3: Impact of Mobile
Trend 4: Online Listening
Trend 5: Measurement & ROI
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3. WORKSHOP STRUCTURE
» SMS
» Register
– imc.native.co.za
» Question
» Your answer
» Customised “infographic”
» Take out
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4. NATIVE WORKSHOP

5. TREND 1
SHIFTING
MEDIA FOCUS
imc.native.co.za
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6. WHERE HAVE YOU INCREASED
SPEND IN 2012 VS. 2011?
1. Paid traditional media
2. Paid digital media
3. Earned/ Owned media
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7. INCREASED MEDIA SPEND (2012 vs. 2011)
* Fastest Growing
*
Source “Society of Digital Agencies Report 2012” GLOBAL TRENDS
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8. WHY THE SHIFT?
» Reach and rapid deployment
» Measurable
» Drive “Call to Action” and clicks
» Relevance and targeting
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9. 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
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10. TREND 2
FOCUS ON
SKILLS
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11. WHICH SKILLS WILL YOUR
DIGITAL AGENCY/ BUSINESS
INVEST IN THIS YEAR?
1. Measurement & analytics
2. Content development
3. Mobile
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12. SKILLS
PRIORITISATION
(2012 vs. 2011)
Source “Society of Digital Agencies Report 2012”
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14. TAKE OUTS
» 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
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15. TACKLING THE SKILLS
SHORTAGE
» 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
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16. TREND 3
MOBILE
MARKETING
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17. WHAT DO YOU MOSTLY USE
MOBILE MARKETING FOR?
1. Purchase intent
2. Brand awareness
3. Brand favorability
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18. MOBILE MARKETING OBJECTIVES (2012 vs.
2011)
Source “Insight Express 2011” GLOBAL TRENDS
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22. KEY TAKE OUTS
Mobile devices are the #1 Media Channel in South Africa
Most people are comfortable mobile ads
Most mobile campaigns are currently focusing on brand
awareness
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23. TREND 4
LISTENING ON
SOCIAL MEDIA
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24. 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
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25. LISTENING TO ONLINE CONVERSATIONS
ABOUT YOUR BRAND/S?
Source “Alterian Eight Annual Survey 2011” GLOBAL TRENDS
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26. » 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.
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27. KEY TAKE OUT
In social media listening is key, but a lot of marketers are
still not listening effectively.
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28. TREND 5
ROI &
MEASUREMENT
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29. WHAT IN YOUR VIEW PROVIDES
THE MOST MEASURABLE ROI?
1. Traditional Media
2. Social Media
3. Search
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30. WHICH MEDIA PROVIDES MOST
MEASURABLE ROI?
Source “ DMMA 2011”
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31. TRADITIONAL MEDIA
BOUGHT
EARNED
OWNED
MANAGED
IMPRESSIONS
OPTIMISATIO
N
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32. FULL MEDIA INTEGRATION MODEL
BOUGHT
EARNED
OWNED
MANAGED
IMPRESSIONS LANDING PAGES BOND CONVERSIONS
OPTIMISATION OPTIMISATION
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33. 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.
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34. KEY TAKE OUT
Search & Social are the most measureable
Increased focus on campaign ROI
ROI clarity will come from full media integration
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35. DIGITAL MEDIA PITCH
THANK YOU