The digital consumer - presented during the Annual Meeting for Society for Scholarly Publishing
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This document summarizes key points from a presentation on the digital consumer in 2014/2015. It discusses how consumers, especially digital natives, are changing and fragmenting across different devices. It also highlights the importance of data and analytics to understand consumption methods and customer behavior across both online and offline channels. The presentation recommends that companies hire data scientists, build centralized customer databases, break down silos across channels, and use data visualizations to tell stories.
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The digital consumer - presented during the Annual Meeting for Society for Scholarly Publishing
- 1. THE DIGITAL CONSUMER 2014 SSP 36th Annual Meeting
- 2. WHO AM I? Benjamin Spiegel Sr. Partner, Managing Director Strategy & Insights GroupM, a WPP Company @nxfxcom +1 (617) 663-4107 linkedin.com/in/benjaminspiegel Benjamin.Spiegel@groupm.com www.GroupM.com
- 3. GroupM is the leading global media investment management operation. Worldwide Billings – US $90.8bn – 400 offices – 21,650 Employees – 81 Countries
- 4. 175,000 Employees in 3000 Offices in 110 Countries Advertising; Media Investment Management; Data Investment Management (formerly known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications
- 5. Importance of Data & Technology to WPP Over the past 5 years, WPP has invested more than USD $1B in data.
- 6. TYPES OF DATA WE CARE ABOUT Product Usage Offline Media Online Media Online PurchasesCRM Insights Online Purchases Online Purchases In-Store Purchases Demographics Lifestyle & Attitudes Stakeholder Data Brand Health Ad Exposure Competitive Media Social Measurements
- 8. The Digital Evolutions of 2014/2015 What we see, hear and feel
- 9. 1. Change in Consumers Digital Natives / Gen Me
- 10. 2. Device Fragmentation Native and Adaptive content
- 11. 3. Consumption Methods Innovation and Ease of Use
- 12. 5. The Technology is here Now it’s time to innovate
- 13. 4. Analytics 3.1 Devices & Embedded Analytics
- 14. Next Steps and Considerations That’s great, but what now?
- 15. Users are Multi Channel You should be too; break down silos
- 16. Hire a Data Scientist If you truly look at your data, you will find opportunities
- 17. Build a DMP Create a centralized database
- 18. Use Data to Tell Stories The lost art of visual storytelling
- 19. Thank you Tweet questions at @nxfxcom
Editor's Notes
- Today’s digital consumers are device agnostic, they move seamlessly across devices, channels and platforms. They consume content on mobile phones, games system, tablets, laptops, desktops and connected devices. Especially Generation Z, they are open to sharing their opinions, they trust and heavily rely on technology. They are true digital natives, and if you don’t play in their space, in their device or language.. They will abandon you ASAP
- And with the rise in mobile and the variety of devices, we have to more and more learn how to adjust to this fragmentation. These challenges are in 2 ways, one of them is the change in devices, this ranges from simple challenges like 1000s of resolutions, ranging to different operating system, different ways to interacts with content (touch, voice etc.) and the second one being the applied intend. The intend can dramatically vary based on time of day, location other aspects
- Another interesting shift is the way we consume content. Generation Z is highly demanding, and while they are digitally native, they do not like to put too much effort into it. They are constantly looking for easier ways to access their content, get suggestions and more. While previous generations are slightly creeped out and turned away by personalization and recommendations, generation Z expects it and actually demand it.
- Another interesting shift is the way we consume content. Generation Z is highly demanding, and while they are digitally native, they do not like to put too much effort into it. They are constantly looking for easier ways to access their content, get suggestions and more. While previous generations are slightly creeped out and turned away by personalization and recommendations, generation Z expects it and actually demand it.
- One of the biggest changes we see coming in the near future is the change in the level of data we get from our audiences, with the rise of wearable devices, more capable mobile phones and connected devices means that the pure amount of data will increase dramatically. Today we are collecting data for each visit as well as some device and engagement metrics, next year we could be getting the exact lat long, the ambient light, the device angle, elevation as well as a tie back to other devices own by this user.