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1. Ecommerce & Digital
Marketing
Trends, Predictions &
Good Practice
[Inspiration for those ―idea emergencies‖]
Twitter:- @Zohe
Ideate, Innovate, Integrate
4th December 2012
1

2. Marketing Trend – Search -
Search used to be a battle of
many!

3. 1a. Search that Time Forgot
Dogpile AltaVista
Google
Lycos
Ask Jeeves MSN
Webcrawler AOL
Hotbot InfoSeek
Netscape
Metacrawler
Excite
All the Web
Yahoo

4. Then, the battle for search
constricted to a straight fight
between 3 [for a while..]

5. 1b. Yesterdays Search

6. Today, Search is affected by
many again as consumers
become more tech savvy.
Regional players have also
entered the fray.

7. 1c. Today’s Search
Google+ Local
Groupon
Facebook Places
Groupon
TAOBAO
Location/
Ecommerce Mobile
Sites
Google Yandex
Images &
Search Engine Yahoo
Video
Baidu
Device Social
Based Networks
Bookmarking
Sites

8. Tomorrow, innovation in
device / software eco systems
will change behaviour in
consumers yet again

9. 1d.Tomorrows Search
Samsung Mindmeld
S Voice
Google
Apple Siri
Now
Supplemental reading :- http://www.theverge.com/2012/10/29/3569684/google-now-android-4-2-knowledge-graph-
neural-networks

10. Marketing Trend – Next Gen
Email – Emphasis on design
for different screen sizes &
email clients

11. 2. Next Generation Email: Social +
Mobile + Email + Operating System
Operating System / Browser
Device Email Client
Social Networks
Email is changing. With 30% of mobile users now accessing their emails using their phone, the inbox is now a
moving target. Plus there are all the new inboxes created by Twitter, Facebook, LinkedIn etc.. Add further
different user experience on operating systems e.g. Windows 8, Apple & user behaviour of switching between
devices to read sometimes the same email, marketers need to supply the same email in multiple formats
Segmented Behavioural targeting to all these different inboxes with customised emails for each screen size &
inbox will drive ROI up.
Supplemental reading / Infographic:- http://www.zooberdigitaltraining.co.uk/Portals/158864/docs/Email-Marketing-
Stats-The-Good-the-Bad-and-the-Ugly.pdf

12. Marketing Emerging Trend –
Social TV – TV advertising &
business changing due to
Social TV Analytics & losing
audiences to email & Angry
Birds!
3 Players to Watch:-
―Mobovivo‖, ―Bluefin Labs‖ and
―SecondSync‖

13. 3a. Social Analytics for TV
60% of UK
SecondSync is a technology startup Twitter users
are using
focused on social analytics for TV. Twitter whilst
The Tweet
watching TV
Second Sync analyse social media
conversations around TV broadcasts is the de
to provide audience insights that can
be used alongside traditional BARB facto
figures, bringing clarity to what currency of
engagement means for programme 40% of Twitter Social TV
makers, broadcasters and advertisers. traffic during
peak viewing
time in the
evening
related to TV
The premiere of
the new series of
Made in Chelsea
attracted an
audience of
452,000 viewers
on E4.
SecondSync
platform identified
215,220 tweets
aimed at the show
from 110,170
unique users
during its
transmission
window. That’s a
staggering one in
four of the
audience tweeting
about the show!

14. There is a correlation between
TV viewing and social media
consumption. Now you can
get data in real time on
whether the TV ad is having
an impact

15. 3b. Ways Social TV Analytics can help
you as an advertiser or broadcaster
Brands can now measure how Bluefin
TV campaigns affect brand Labs
conversation in social media
Brands can ascertain which TV
channels have the most
socially engaged audience
Brands can drill down to see
which TV shows have the most
socially engaged audience
Proprietary tech detects ads as
they air on TV. And analyse in
real time social commentary
Measure the social audience
an ad campaign reaches
Benchmark vs sector and
perform competitor analysis
Supplemental reading :- http://www.forbes.com/sites/michaelwolf/2012/11/13/three-ways-social-tv-analytics-is-about-
to-change-the-tv-business/

16. Not only is there more insight
and data available but new
tech allows TV broadcasters &
advertisers to engage TV
audiences like never before!

17. 3c. Don't lose TV audiences to
email, Angry Birds and Facebook!
Check-in and chat on When an actor appears on Deliver exclusive videos, social
Facebook, Twitter. Trash the TV screen, her twitter Audiences may never find the engagement, and photos between
talk the other team's fans Zero latency for all feed and background remote control while engaging broadcast to engage with
through in-app chat. Share programming including ads information appear on the with Mobovivo, if they do. audiences all week - all year. Read
and sports. Quad Sync that as after the Ad has played!
online. second screen. Remind them what they are
delivers synched content missing. Mobovivo syncs with
with 100% accuracy and ads, programming & events to
reliability keep audiences tuned in.
Social Gamification
Automatic
Content Ad Program TV
Change
the
Sentiment
Display and
Between Clip and
TV Syncing Syncing Graphics Share
Recognitio Broadcasts
Channel Analysis
n
Mobovivo's second screen Measure and display
solutions target and sync sentiment so that Mobovivo has the coolest
advertising opportunities Real-time Polls, quizzes, user- audiences know where user-generated content
Mobovivo delivers second screen apps tailored to content and the generated photos and they stand. Measure tool for video. Audiences
that "gamify" viewing with voting, viewer's personal sentiment so that brands
polling, trivia, achievements and
videos, user sentiment, and can deeply engage with
leaderboards. Engage and capture preferences. social feeds on-air synched to know where they stand. content through clipping
audiences with sponsored prizes. second screen. Get the second and sharing on
screen on the first screen
Facebook, Twitter, online
and email.
• As presented in my previous deck ―Are we Really Innovating‖ [here] large
numbers of people are ―2nd Screening‖ whilst watching TV especially on
Social Media, so TV is not holding our attention like it used to.
• Canadian company Mobovivo have some innovative Apps to win back
the attention of that audience whether its a Broadcaster and their
programmes or an Advertiser and their advertising.

18. Imagine you had a TV shopping
channel. Add Social analytics and the
ability to engage your customers via
social media in real time as you are
broadcasting. Serve offers & discounts
based on the conversation to multiple
channels... !

19. 3d. Is there a new opportunity for Ecommerce ?
Social TV Analytics + New engagement apps + DRTV
=?
Brands already trading online & mobile could extend to TV shopping like Argos with
new ways to keep audience engaged and then measure the engagement
Supplemental reading :- http://www.the-broadcast-house.com/

20. Marketing Emerging Trend – Is
NFC the next big thing in
Interactive Ads? Near Field
Communication is more than
just mobile payments!

21. 4a. Are there actually enough NFC
enabled devices in market?
RIM says that 80%
of all NFC enabled
devices in the UK
are BlackBerry ABI research
handsets. 2012 Frost & Sullivan
forecast 1.95bn
NFC enabled
anticipates that devices in
NFC-enabled circulation by
Juniper research mobile phones 2017. Handsets
estimates that 1 will reach 863m will account for
in 5 smartphones units in 2015 the majority —
worldwide will be more than 1.5bn
ABI research NFC-enabled by
expect 285m 2014
NFC-enabled
devices to be
shipped in
100m NFC 2013
phones to
ship in 2012
– Forrester &
ABI
Research
Supplemental reading :- http://www.nfcworld.com/nfc-phones-list/

22. So, it looks like there will be
enough consumers with NFC
enabled devices sooner or
later. So... what?

23. 4b. NFC understanding is low. Education
is required
Most people are unaware if they have an NFC enabled device Most people who are aware of NFC think NFC is for
Supplemental reading :- http://www.inc.com/erik-sherman/do-your-ads-reach-out-and-touch-somebody.html
http://www.we-are-gurus.com/blog/2182-clearchannel-study-smartphone-real-world-interactors

24. 4c. After education on NFC, what are the
numbers on adoption?
NFC future adoption likelihood NFC tech perceived as useful & likely to adopt in future
Supplemental reading :- http://www.inc.com/erik-sherman/do-your-ads-reach-out-and-touch-somebody.html
http://www.we-are-gurus.com/blog/2182-clearchannel-study-smartphone-real-world-interactors

25. 4d. Lets look deeper into NFC Poster
interaction adoption
There is definite interest in interaction Reasons people would interact with a poster
Supplemental reading :- http://www.inc.com/erik-sherman/do-your-ads-reach-out-and-touch-somebody.html
http://www.we-are-gurus.com/blog/2182-clearchannel-study-smartphone-real-world-interactors

26. 4e. And locations & product categories
where people would interact NFC Poster
Considered locations to interact with a poster And categories where people would interact / purchase
Supplemental reading :- http://blog.scanvee.com/post/36768177851/nfc-moving-beyond-payments

27. And, has anyone been brave
enough to implement
something real world
interaction with the virtual
world?

28. 4f. Ebay have just launched a pop up
store in London, & in Korea already done!
Ebay Store in London Covent Garden Korea Virtual Store
Supplemental reading :- http://socialcommercetoday.com/ebays-london-pop-up-shop-a-vision-of-social-commerce-
tomorrow/

29. Thank You!
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