Social & Mobile

Henny van GerwenCreative Director/Partner at Proximity bbdo

My favourite song: Leonard Cohen

DMA2012 - 5 days in 15 minutes

Nice to meet you

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Trend 1 –the responsive conference audience

Trend 1 – more (social) data is less trust

35 ZB

35,000,000,000,000,000,000,000 bytes = 10007 bytes = 1021 bytes

People do trust their social network 

People do not trust brands in their social network   

“Trustability” = proactive trustworthiness

You Tube ‐ DMA2012 Saturday Keynote ‐Don Peppers

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Duke Energy 5% less churn by acting proactively

CSI+ 20%

Trend 2 – content is the new black

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Content marketing is a response generator Brands with daily content acquire twice as fast new customers compared to brands that refresh content on a weekly basis

Articles marked as ‘new’ or ‘update’ are being read 8 times more often.

Companies with an active blog have 4 times more indexed search pages and 2.5 more leads

Articles that are signed by an author are being perceived as a more credible source than anonymous content

Trend 3 –towards new 1-to-1 media

The smartphone is the ultimate 1-to-1 medium

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40% of all search is mobile

25% of mobile users are mobile only 

Mobile + other channels = + 11% more sales (QVC.com) 

The end of the mass DM ?

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+  2.1% % 

Small quantities, digital print

‐5.5% 

Massmail 

And what about the impact of Facebook ?

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Not all social media are created equally

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Does Facebook have impact on response ?

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Trend 4 – data also impact creativity