Disrupted Disruptions. Lessons from Potential Disruptive Innovations that barely disrupted.
Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile,...
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Transcript of Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile,...
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Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World
April 7, 2014
Presented by Geoffrey RamseyChairman, Founder@geofframsey
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Smartphone Users50% of
population
Mobile Users80% of population
Digital Video Viewers
75% of population(comScore)
©2013 eMarketer Inc.Source: eMarketer 2014
Social Users53% of population
Tablet Users31% of population(Media Technology Monitor)
There is a huge amount of audience fragmentation even within digital channels
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Fragmentation happens on television, too––especially with divided attention spans!
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Fragmentation happens on television, too––especially with divided attention spans!
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Fragmentation happens on television, too––especially with divided attention spans!
Roughly half of Canadian consumers simultaneously watch TV and use the Internet ––TVB Canada, 2013; MTM
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Fragmentation happens on television, too––especially with divided attention spans!
35% of mobile users in Canada use their smartphone or tablet while watching TV to search for information about shows ––Rogers, 2013
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II. How Are Marketers Keeping Up with the
Connected Consumer?
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Step One:Admit if you have a problem.
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Step One:Admit if you have a problem.
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Step One:Admit if you have a problem.
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Step One:Admit if you have a problem.
43%“Poorly
Integrated”
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Step One:Admit if you have a problem.
43%“Poorly
Integrated”
46%“Improving”
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It’s tough for Canadian marketers as well...
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It’s tough for Canadian marketers as well...
#1
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Step Two:Realize that Circuitous
Is the New Linear in Marketing
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Move to the more dynamic “Consumer Journey” model
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Move to the more dynamic “Consumer Journey” model
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Step Three:Get on top of the data
Harvest cross-screen identities by tapping into the streams of data emanating from mobile, social and video activities
©2013 eMarketer Inc.
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Step Three:Get on top of the data
Harvest cross-screen identities by tapping into the streams of data emanating from mobile, social and video activities
Think of it as an antidote to fragmentation!
©2013 eMarketer Inc.
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Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
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Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
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The goal is to present consistent messaging and offer availability across every channel, so consumers get a seamless experience and have multiple options in terms of their entry point into the purchase process.
Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
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The goal is to present consistent messaging and offer availability across every channel, so consumers get a seamless experience and have multiple options in terms of their entry point into the purchase process.
Step Four: Fight multi-tasking behavior with multi-channel marketing
©2013 eMarketer Inc.
Smart use of data––across platforms––will be the only way to keep up with
rising consumer expectations.
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The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast Monday, April 7, 14
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The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
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The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
rapidemerde
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The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
merdelente
rapidemerde
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The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
merdelente
rapidemerde
“Goodenough”
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The Speed/Quality Matrix for Creative involves trade-offs
QUALITY
High
SPEEDLow
Slow Fast
Traditionalad creative
today
merdelente
rapidemerde
“Goodenough”
A good idea,executed
quickly, can still = quality
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Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
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Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
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Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
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Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Boost media spendbehind activity
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Set an Engagement LevelTrigger PointENGAGEMENT
RATE
Time
TriggerPoint
0
Boost media spendbehind activity
Monday, April 7, 14
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Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
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Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
0% 15% 30%45%
22%
23%
26%
44%
Targeting, Personalization
Conversion Rate Optimization
Social Media Engagement
Content Marketing
Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide
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Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
0% 15% 30%45%
22%
23%
26%
44%
Targeting, Personalization
Conversion Rate Optimization
Social Media Engagement
Content Marketing
Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide
Monday, April 7, 14
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Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
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Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
Monday, April 7, 14
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Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
Monday, April 7, 14
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Instead of “hunting,” think of “fishing” for the consumer...
MagneticContent
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First, master the mobile mindset:
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First, master the mobile mindset:
1. Shifts the power even more towards the consumer;
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First, master the mobile mindset:
1. Shifts the power even more towards the consumer;
2. Erases the gap between the physical and digital worlds;
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First, master the mobile mindset:
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Combining in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions while they’re in the store
Next step forward with mobile geo-targeting:
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Combining in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions while they’re in the store
“We will know you’re in the tomato sauce section and be able to deliver you a recipe, health information or point out the best value on the aisle.”––Scott Townsend, Urban Airship
Next step forward with mobile geo-targeting:
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Double-digit growth for digital this year
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Digital ad spending as a % of total ad spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
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Digital ad spending as a % of total ad spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
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Digital ad spending as a % of total ad spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
#9 indigital ad spend per internet user
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Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
Digital Display Ad Spending
C$1.25B
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Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
RTB = ~3% - 4%*
Digital Display Ad Spending
C$1.25B
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Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
RTB = ~3% - 4%*Programmatic =
~15%**
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
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Canada is in the 2nd tier along with UK, Germany, France, etc
2013
Roughly 12+ monthsbehind the US
*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
RTB = ~3% - 4%*Programmatic =
~15%**
Digital Display Ad Spending
C$1.25B
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Canada is in the 2nd tier along with UK, Germany, France, etc
2013*IDC (3%); Accordant Media (4%), 2013;**Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct)
Digital Display Ad Spending
C$1.25B
Monday, April 7, 14
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What’s growing fastest within digital in Canada?
Spending growth rate in 2014
Source: eMarketer, 2014
Monday, April 7, 14
![Page 61: Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cdda2b4c905d6488b5104/html5/thumbnails/61.jpg)
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+23%
Source: eMarketer, 2014
Monday, April 7, 14
![Page 62: Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cdda2b4c905d6488b5104/html5/thumbnails/62.jpg)
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14
![Page 63: Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cdda2b4c905d6488b5104/html5/thumbnails/63.jpg)
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14
![Page 64: Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cdda2b4c905d6488b5104/html5/thumbnails/64.jpg)
What’s growing fastest within digital in Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14
![Page 65: Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cdda2b4c905d6488b5104/html5/thumbnails/65.jpg)
What’s hottest?
Monday, April 7, 14
![Page 66: Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cdda2b4c905d6488b5104/html5/thumbnails/66.jpg)
What’s hottest?
Monday, April 7, 14