Digital Landscape 2.0!

By Jessica Brookes

Why?!

"It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change"

- Darwin

What is Digital?!

“!e very notion of a ‘digital creative department’ suggests that the other 95% of people working in marketing are not supposed to be creative digital!”

– John Grant

Something to keep in mind!

American Population 307,006,550 Australian Population 21,431,800

It’s a place to live! Not just to passively consume media content, but a place to engage, to contribute, to create and to communicate.

To understand the challenges and opportunities facing marketers in the digital space today, it is necessary to understand some of the ways our lives are changing – globally, rapidly, and dramatically – as we integrate digital media more and more deeply into our existence.

What’s doing well in!Australia today!

•  Internet •  Gaming •  Social Media •  Mobile •  Email

Internet Stats!

•  6 position for the highest internet penetration rate at 80.1% of the population

•  44% of Australians would use the internet, including email, instant messaging and social networks as a preferred method of communication

•  Australian’s spend 17.6 hours (or 19.7 for those with broadband) online per week

•  In metropolitan areas the web equals newspapers as the favoured source of news

Gaming!

•  !e video games industry is now double the size of the box office and more than 40% larger than the movie disc industry in Australia.

•  Family games grew 137% over 2008 and is now the number one gaming category.

•  !e average age of computer and video game players in Australia is 30 years old.

Social Media!

•  Facebook is Australia’s most popular social network network with 75% proportion of online Australians

•  In second place is YouTube followed by Wikipedia

•  !ere are now 9 million Australians interacting regularly on social networking sites

•  Of the pool of social networkers, 26% are participating via mobile

Mobile!

•  1 in every 5 Australian consumers now accessing the web via their mobile

•  In 2009 there were roughly 25 million mobile subscriptions in Australia for a population of around 22 million individuals

•  Penetration rate of 117% (due to some individuals having more than one mobile subscription)

•  Smartphone reached 40% across Southeast Asia in Q4 2009

Email!

•  Of those who are online; 95% reported using email as the core social interaction online.

•  A reminder for us that email is still a valid touchpoint – we just need to think beyond the spam.

Is the internet a channel?!

Are people going banner blind?!

Credits: Brett Rolfe

Fragmentation!

Fragmentation!

•  Traditionally, advertisers could rely on reaching a large, stable audience of potential customers through print, radio, and television ads.

•  While such traditional advertising media helped to establish some of the most successful and well-known brands, audience fragmentation in the 21st century complicated the picture, with the nature of different digital content delivery devices, often having a dramatic impact on the length of time that any particular message could hold the consumer’s attention.

Media Multitasking!

•  Changes to the Australian media such as the introduction of Freeview TV, digital radio and PVR/DVRs mean people have more options and $exibility in their media choices than ever before hence:

•  Multitasking has become routine •  50% watch television whilst

online •  !is doesn’t mean consumers’

spend less time on traditional media such as TV, newspapers and radio

By 2020, 80% of the media we consume will be digital.!

•  New media is no longer ‘niche’ and active consumer participation is progressively moving towards mainstream adoption.

•  Consumer's voices are louder than ever and the decision for our clients is whether they want to be part of that dialogue or even drive it.

mobile -  phone applications -  SMS messaging -  game consoles -  PDAs -  iPads/Kindle

online -  web sites -  Google search -  widgets -  social networks - banners

dooh -  IP billboards -  POS interactivity -  transit screens -  kiosks

Digital “Channels”!

Digital “Media”!

•  Bought –  Paid for display and search advertising

•  Owned –  Digital assets the brand owns, e.g. content, games, website

•  Earned –  Word of mouth brand earns through user generated content

Media = The ways we !engage in context!

Digital Challenges !in Australia!

•  Digital is only now starting to be seen as a ‘valid channel’ by marketers rather than the one thing which uni%es all other communications

•  File sizes due to lack of high speed broadband penetration •  Depth of client-side digital knowledge •  Quarrels between media, creative and social consultants over who

owns what and who gets bigger slices of budget

The Future!

•  Gestural Innovation •  Socialisation of mainstream media •  Banners can be a ‘sample’ of amazing content •  Game play •  Earn your own attention •  Collaboration with people not consumers •  Geotility making your product useful for wherever •  Technology companies will become the new media companies

Thank you!!