2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy...

41
Five Trend Predictions for 2013 Thomas Crampton | Regional Director, Asia-Pacific Hannah Law | Senior Regional Strategist, Asia-Pacific February 2013

description

How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year? This presentation will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it. The Lucky 5 trends that you need to know about in 2013 are: 1. Be mobile, not do mobile 2. Bricks and Bytes: create shopping experiences, not transactions 3. Brand-awakened: brands with a higher purpose rule 4. Live in 60 Seconds: concept to production at speed 5. Smart Data: Big Data’s older, wiser sister NB: This presentation was originally posted on my company's official slideshare account,: http://www.slideshare.net/socialogilvy/five-trend-predictions-for-2013

Transcript of 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy...

Page 1: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Five Trend Predictions for 2013

Thomas Crampton | Regional Director, Asia-Pacific Hannah Law | Senior Regional Strategist, Asia-Pacific February 2013

Page 2: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

5 Trends

Be mobile, not do mobile

Bricks and Bytes: create shopping experiences, not transactions

Brand-awakened: brands with a higher purpose rule

Live in 60 Seconds: concept to production at speed

Smart Data: Big Data’s older, wiser sister

1

2

3

4

5

Page 3: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Be mobile, not do mobile

Page 4: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

4

ww

SOURCE: KICKSTARTER.COM

Consumers are active and want to take their devices with them. They’re screen hoarders. In Asia it’s about multiple mobiles as much as multiple devices.

Page 5: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

0%  

20%  

40%  

60%  

80%  

100%  

2011   2012   2013   2014  

Global  Notebook  PC  and  Tablet  Shipment  Share  Forecast  

Tablet  PC  Notebook  PC  

Source:  NPD  Display  Search,  2013    

Device growth will be in smart devices: global tablets sales will overtake desktops in Q2. Tablet PC shipments have already surpassed notebook PC shipments in China.

Page 6: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

Browse  the  internet   Use  social  forums  e.g.  Facebook  

Chat  e.g.  MSN  

Online  ac:vi:es  engaged  in  at  least  once  p/week  while  watching  TV  or  video  content  Bases:  US,  UK,  Germany,  Spain,  Sweden,  China  &  Taiwan  

2011  2012  

Source:  Ericsson  ConsumerLab,  ‘TV  &  Video  Report’  August  2012  

Devices will be used at the same time as using other technology but normally for unrelated tasks, like social networking.

Page 7: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Source:  Kickstarter.com  

Early adopters won’t let technology limitations slow them down. They’ll use smart-watches, like Pebble that control music, track exercise and sync with your smartphone.

Page 8: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Source:  pocket-­‐lint.com  

They’ll even try wearable screens: Google’s augmented reality Glasses just gained some street cred when they were worn by models on the Diane von Furstenberg catwalk.

Page 9: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Source:  Chrisperks.com  

Heineken Star Player App let fans predict goals in real-time with UEFA Champion’s League. It generated 87% positive feedback and 56 minutes dwell time on the iPhone app.

Who’s already on-trend?

Page 10: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

How can you use this trend? Re-imagine brand experience without technology limitations

Page 11: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Bricks and Bytes: shopping experiences, not transactions

Photo  courtesy  of  hQp://hongkong.geoexpat.com/forum/members/pin-­‐20310.html  

Page 12: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

eCommerce is continuing to grow, especially in fashion and electronics. Alibaba recorded $150billion+ sales in 2012, up 60% from 2011.

Page 13: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Source:  eMarketer,  January  2013  

This year the strongest eCommerce buyer penetration growth will come from China, followed by South Korea.

Page 14: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Source:  Kickstarter.com  

Personal recommendations continue to influence purchase behaviours, with sites such as Snoox, Hunch and The Find gaining popularity.

Page 15: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Innovative start-ups are by-passing bricks-and-mortar and providing unique experiences online: giving brand advocates the chance to be affiliate sellers or co-creators.

Page 16: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Bricks-and-mortar stores aren’t irrelevant: they’ll always be there but they will provide experiences, not just transactions.

Page 17: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Burberry’s flagship store in London embodies online-offline integration with RFID chips in clothes to product story content live on-screen in change-rooms.

Who’s already on-trend?

Page 18: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Yihaodian has launched 1000 virtual supermarkets that use AR technology to bring blank spaces in the real world to life in the virtual world.

Who’s already on-trend?

Page 19: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

How can you use this trend? Give people an emotional reason to shop with you.

Page 20: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Brand Awakened: brands with a higher purpose rule

Photo  courtesy  of  colbycsbc  tumblr  

Page 21: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

“Brands should have identities that are timeless, that stand apart from the march of history.” Douglas Holt, Cultural Strategy

Page 22: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Those brands have the upperhand in social: they’ve already given consumers a reason to talk about them and a reason to love or hate them.

Page 23: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

And consumers will talk.

Page 24: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

And contribute to your brand story.

Page 25: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Brands with a higher purpose related to health and wellness will win in 2013 because 74% of consumers believe wellness will be (even)more important in the future

Who’s already on-trend?

Page 26: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Apple, of course. “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate them.” Steve Jobs, 1980s

Who’s already on-trend?

Page 27: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

How can you use this trend? Build an icon around a cultural tension and your brand’s ‘best self’

Page 28: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Live in 60 seconds: concept to production at speed

Photo  courtesy  of  colbycsbc  tumblr  

Page 29: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Technology has sped up everything from transport to computers.

Page 30: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Now you business is expected to match pace, with everything from production to advertising.

Page 31: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

FujiFilm has a 3D printing kiosk that enables customers to customise products.

Who’s already on-trend?

Page 32: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Nike Find Your Greatness: inspirational quotes related to achievements of China athletes in the Olympics were posted on social media within minutes of the event.

Who’s already on-trend?

Page 33: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

How can you use this trend? (Re)learn to be nimble.

Page 34: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Smart Data: big data’s older, wiser sister

Page 35: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

We’ve seen the explosion of data – big data – but why should you be measuring everything that moves?

Page 36: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

You’re better off identifying the KPIs and metrics that are important to you. Then pay close attention to the metrics that count.

Page 37: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Facebook’s exploring smart data: Graph Search will give users personalised search of people, places, products and services … based on the information Facebook has about us.

Page 38: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Uncovet uses social data – from the interest and social graph – to create a personalised shopping experience or ‘style graph’. Here, big data is used smartly.

Page 39: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

IBM used augmented reality to show how smart data could make the world work better.

Who’s already on-trend?

Page 40: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

How can you use this trend? Don’t sweat the small stuff: know what you want to measure and focus on it.

Page 41: 2013 Digital & Social Marketing Trend Predictions (re-post of my presentation on Social@Ogilvy slideshare)

Thomas Crampton @thomascrampton

Asia-Pacific Director Ogilvy | Hong Kong

Hannah Law @hannahlaw

Senior Digital Strategist Ogilvy | Hong Kong

Thank  you!