Download - 5 Global Trends workshop
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DIGITAL MEDIA PITCHDIGITAL MEDIA PITCH5 TRENDS WorkshopKevin Lourens & Savannah Wally
Twitter: @nativeimc.native.co.za
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WORKSHOP FOCUSWORKSHOP FOCUS
Trend 1: Media focusTrend 2: Digital skillsTrend 3: Impact of MobileTrend 4: Online Listening Trend 5: Measurement & ROI
NATIVE WORKSHOP
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WORKSHOP STRUCTUREWORKSHOP STRUCTURE
NATIVE WORKSHOP
» SMS » Register
– imc.native.co.za
» Question» Your answer» Customised “infographic”» Take out
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NATIVE WORKSHOP
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TREND 1
NATIVE WORKSHOP
SHIFTING MEDIA FOCUS
SHIFTING MEDIA FOCUS
imc.native.co.za
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WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011? WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011?
1. Paid traditional media2. Paid digital media3. Earned/ Owned media
NATIVE WORKSHOP
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NATIVE WORKSHOP
INCREASED MEDIA SPEND (2012 vs. 2011)
GLOBAL TRENDSGLOBAL TRENDS
*
* Fastest Growing
Source “Society of Digital Agencies Report 2012”
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WHY THE SHIFT? WHY THE SHIFT?
NATIVE WORKSHOP
» Reach and rapid deployment» Measurable» Drive “Call to Action” and clicks» Relevance and targeting
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KEY TAKEOUT KEY TAKEOUT
Media budgets indicate a significant shift from traditional to digital advertising, with a biggest focus on earned/owned content
Focus on building owned platforms to foster long term engagement and interaction with prospects
NATIVE WORKSHOP
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TREND 2
NATIVE WORKSHOP
FOCUS ON SKILLS
FOCUS ON SKILLS
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WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?
WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?
1. Measurement & analytics2. Content development 3. Mobile
NATIVE WORKSHOP
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NATIVE WORKSHOP
SKILLS PRIORITISATION(2012 vs. 2011)
Source “Society of Digital Agencies Report 2012”
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NATIVE WORKSHOP
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TAKE OUTSTAKE OUTS
NATIVE WORKSHOP
» Owned/Earned Media depends quality content – there is a demand for people who can create that content
» Mobile access is overtaking desktop internet access, therefore mobile skills are in high demand. Think “Mobile first”
» More data from more platforms means better analytics skills are required
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TACKLING THE SKILLS SHORTAGETACKLING THE SKILLS SHORTAGE
NATIVE WORKSHOP
» Invest in training staff – marketers need to become digital
» Support industry initiatives to grow the overall skill base» Create working environments that will attract the best
digital talent
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TREND 3
NATIVE WORKSHOP
MOBILE MARKETING
MOBILE MARKETING
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WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?
1. Purchase intent 2. Brand awareness3. Brand favorability
NATIVE WORKSHOP
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NATIVE WORKSHOP
MOBILE MARKETING OBJECTIVES (2012 vs. 2011)
GLOBAL TRENDSGLOBAL TRENDSSource “Insight Express 2011”
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NATIVE WORKSHOP
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NATIVE WORKSHOP
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NATIVE WORKSHOP
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KEY TAKE OUTS KEY TAKE OUTS
Mobile devices are the #1 Media Channel in South AfricaMost people are comfortable mobile adsMost mobile campaigns are currently focusing on brand awareness
NATIVE WORKSHOP
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TREND 4
NATIVE WORKSHOP
LISTENING ON SOCIAL MEDIALISTENING ON SOCIAL MEDIA
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WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS?
WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS? 1. Very little 2. We are using a few ad-hoc tools 3. We are reporting regularly to management
NATIVE WORKSHOP
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NATIVE WORKSHOP
LISTENING TO ONLINE CONVERSATIONS ABOUT YOUR BRAND/S?
GLOBAL TRENDSGLOBAL TRENDSSource “Alterian Eight Annual Survey 2011”
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NATIVE WORKSHOP
» 50% of companies say their social media efforts are serious but not a core function;16 percent reward customers whose ideas they use;
» Only 16% claim that their companies’ listening and engagement initiatives are integrated with sales, marketing, and customer service;
» 64% incorporate customer feedback into products or services» 76% distribute customer feedback internally;» 31% are enhancing sales by offering incentive programs for
customers who engage online, including deals and discounts; and
» 70% percent of business-to-business executives use social media in decision-making processes.
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KEY TAKE OUTKEY TAKE OUT
In social media listening is key, but a lot of marketers are still not listening effectively.
NATIVE WORKSHOP
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TREND 5
NATIVE WORKSHOP
ROI & MEASUREMENT
ROI & MEASUREMENT
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WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?
1. Traditional Media 2. Social Media 3. Search
NATIVE WORKSHOP
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NATIVE WORKSHOP
WHICH MEDIA PROVIDES MOST MEASURABLE ROI?
Source “ DMMA 2011”
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NATIVE WORKSHOP
IMPRESSIONS
TRADITIONAL MEDIA
BOUGHT
EARNED
OWNED
MANAGED
OPTIMISATION
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NATIVE WORKSHOP
IMPRESSIONS LANDING PAGES CONVERSIONSBOND
FULL MEDIA INTEGRATION MODEL
BOUGHT
EARNED
OWNED
MANAGED
OPTIMISATION OPTIMISATION
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MARKETING HAS EVOLVED OVER THE PAST SEVERAL YEARS FROM A PRIMARILY CREATIVE DISCIPLINE TO A
HIGHLY ANALYTICAL, MEASURABLE AREA & SIGNIFICANT REVENUE GENERATOR.
THE PRESSURE ON MARKETER’S TO TRACK & MEASURE CAMPAIGNS IS EVER-INCREASING.
NATIVE WORKSHOP
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KEY TAKE OUTKEY TAKE OUT
Search & Social are the most measureableIncreased focus on campaign ROIROI clarity will come from full media integration
NATIVE WORKSHOP
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DIGITAL MEDIA PITCHDIGITAL MEDIA PITCHTHANK YOU