Digital Media Trends, Implications for Brands, Strategic Media Focus

1. Digital Media Roadmap
2013
Howard Zoss
216.744.3040
hzoss@zigmarketing.com 2.22.2013

2. Digital Roadmap 2013
► Digital Media Trends
► Implications for Brands
► Strategic Media Focus
2

3. Digital Media Trends

4. Consumers Continue Shift to Digital  Mobile
4
2012 Blackstone Marketing Industry Review

5. Spend 11+ Hours with Media Daily  Over 70% on TV / Online
5
2012 eMarketer

6. TV Usage Waning … For the First Time Ever
6
Nielsen 2012
6

7. Traditional Media is Becoming Less Influential
The Internet now trumps all media when it comes to ‘influencing purchases’
7
Source: Harris Interactive 2012

8. Marketers Follow Digital Shift
8
8

9. But … Not to the Degree They Should  2010
9
9

10. Mobile Opportunity Arises  2011
10
10

11. Implications
► Pronounced shift to digital media continues
► Mobile is the only growing medium
► But brands are still clinging to their old media habits
► Dramatically overspending in print
► Continue to overspend in broadcast 11
► Social Media and Mobile lead digital growth
► Mobile represents the largest future media opportunity

12. mobile

13. Mobile Devices Have Passed PC’s in Sales
13
2012 BI Intelligence

14. Mobile Internet Usage Will Surpass Desktop This year
2011
2012
14
2012 Nielsen Social Media Report

15. Smartphones Pass Feature Phones … And Growing
15
2013 Nielsen Courting Today’s Mobile Consumer

16. Mobile Web and APP Usage Show Huge Growth
16
2012 Nielsen Social Media Report
16

17. Mobile Devices are Taking Focus Away From TV
17
2012 Nielsen Courting the Mobile Consumer
17

18. Marketers Follow Mobile Shift
18
2012 Nielsen Courting the Mobile Consumer
18

19. Implication
► Mobile is the marketing platform of the future
19

20. Social

21. Social Media Drives Internet Usage Overwhelmingly
21
2012 Nielsen The Digital Revolution

22. Social Media Drives Mobile Usage
2011
+92%
2012
+89%
2012 Nielsen Social Media Report

23. 60% of Consumers Do Social on Mobile … 31% Several Times a Day
23
2012 Edison Research The Social Habit

24. Facebook & Twitter are Becoming Mobile Companies
24
June 2012 Data from Facebook & Twitter
24

25. Consumers Talk Brand Constantly on Social Media
25
2012 Nielsen Social Media Report
25

26. Social Influences Purchase
26
Pew 2012
26

27. In Fact … Social Now Drives Purchase
27

28. Cumulatively Social Sites Lead Brand Sites
28
Technorati 2013
28

29. Facebook, Twitter, You Tube = Marketers Big 3
29
Technorati 2013
29

30. Marketers Follow the Influence
30
30

31. Implication
► Social is the future of purchase influence
31

32. Video

33. 33
June 2012 Data from Facebook & Twitter
33

34. 75% of All U.S. Internet Users Watch Video
34
June 2012 Data from Facebook & Twitter
34

35. Video Drives Mobile  280 Billion Viewed and Growing
35
June 2012 Data from Facebook & Twitter
35

36. Nielsen > Brand Recall is Higher for Online Video vs. TV
36
On-Air TV Online Full-Length
(Broadcast + Cable) TV Episodes
Source: Nielsen

37. Nielsen > Message Recall is Higher for Online Video vs. TV
37
Source: Nielsen

38. Nielsen > TV is More Effective When Video Runs Simultaneously
38
Source: Nielsen

39. Marketers Follow the Eyeballs
39
39

40. Implication
► Video is the future of viewership
40

41. Implications for Brands

42. Implication
► Pronounced shift to digital media continues  Mobile is the media platform of
the future
► Social and Video are the key drivers of mobile growth … especially Social
► There is strong linkage and connectivity between Mobile, Social and Video 42
media
► Because brands still remain behind in their media allocation … an opportunity
exists, for forward thinking companies, to take an even stronger digital media
lead and influence consumers and their purchase behaviors … beyond their
competitors

43. Strategic Media Focus

44. Hyper Media Fragmentation = Declining Media Effectiveness
44

45. Digital Focus  Sharable, Connected Media Platforms
45

46. Focus Media Strategy
Sharability  Scale
Believability  Purchase Influence
46
Efficiency  Maximum Budget Utilization

47. It is not going to get any easier

48. 48

49. Thank You
Howard Zoss
216.744.3040
hzoss@zigmarketing.com
49
49
All ideas contained herein are the sole intellectual property of Zig Marketing Inc. and cannot be used without express written consent