Digital isn't everything, it's part of the pie
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Transcript of Digital isn't everything, it's part of the pie
withcollective.com
Digital isn’t everything - it’s part of the pie
25th February, 2011
Saturday, 26 February 2011
withcollective.com
Who am I?
Dominique HindFounder & DirectorWiTH Collective
Saturday, 26 February 2011
withcollective.com
Before we start....
Saturday, 26 February 2011
withcollective.com
Digital Quiz
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
2. What were the most popular search terms in 2010?
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber
3. How many searches do consumers do before buying insurance?
Saturday, 26 February 2011
withcollective.com
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)
2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber
3. How many searches do consumers do before buying insurance?
6.5 searches
Saturday, 26 February 2011
withcollective.com
What this session is about?
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
15 mins 10 mins35 mins
Saturday, 26 February 2011
withcollective.com
What this session is about?
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
15 mins 10 mins35 mins
Questions
welcomed
throughout,
but we have
some time at
the end
Saturday, 26 February 2011
1. What are Australian’s doing online?
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
Saturday, 26 February 2011
1. What are Australian’s doing online?
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
Saturday, 26 February 2011
withcollective.com
Look backwards to Look forward
Saturday, 26 February 2011
withcollective.com
Quick history of the Internet
“Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder
Saturday, 26 February 2011
withcollective.com
Quick history of the Internet
1969Internet was Born
1971First eMail
1983First Mobile
1990DSLBorn
1990Interneton Phone
1993China’sGolden Shield
1994/95Yahoo!
1994First Banner Sold
1997/98CD’sSold
1998Napster1995
eBay
1989WWWBorn
“Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder
Saturday, 26 February 2011
withcollective.com
Quick history of the Internet
“Oh My God What Happened and What Should I Do?-‐ Innova9ve ThunderSaturday, 26 February 2011
withcollective.com
Quick history of the Internet
1998Google
2000GoogleAds
2000File Sharing
2000.ComBubble
2001iTunes
2001iPod
2003MySpace
2003Skype
2004UTMSHigh SpeedMobile Web
2004Facebook
2005Murdoch buys MySpace $580M
“Oh My God What Happened and What Should I Do?-‐ Innova9ve ThunderSaturday, 26 February 2011
withcollective.com
Quick history of the Internet
“Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder
Saturday, 26 February 2011
withcollective.com
Quick history of the Internet
2005YouTube
2006OnlineTravel
2006Google buys YouTube
2006YouTubeOpens up
2006Tweeting
2007Google Books
2007iPhone & iTouch
20081/8 Married Couples met online in USA
2009Dell Sells $6M via Twitter
2010
“Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder
Saturday, 26 February 2011
withcollective.com
Quick history of the Internet
2005YouTube
2006OnlineTravel
2006Google buys YouTube
2006YouTubeOpens up
2006Tweeting
2007Google Books
2007iPhone & iTouch
20081/8 Married Couples met online in USA
2009Dell Sells $6M via Twitter
2010
“Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder
The
Internet &
Digital isn’t anything
new!
It’s been coming for
nearly 30yrs now!
Saturday, 26 February 2011
withcollective.com
The first Browser 1990
the creator
The first website 1991
Sir Tim Berners-Lee
Saturday, 26 February 2011
withcollective.com
Australian’s online in 2009 & 2010
Of Australian internet users have home broadband
98% Of Australians are online
84% Spent online every week, by the average Australian internet user
17.6 hrs
Have used a mobile to access the internet
36% Have made a purchase online 96% 20
hrs Of video uploaded to YouTube every minute
Nielsen Online Internet and Technology Report 2009-10
Saturday, 26 February 2011
withcollective.com
!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(
Saturday, 26 February 2011
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Australian’s eCommerce spend
*Forecast
Saturday, 26 February 2011
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Australian’s eCommerce spend
Australian’s eCommerce
spend in 2009
$18.5 billionSource: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010)
Australian’s eCommerce
spend in 2012
$33.8 billion*
Source: eCommerceReport.com.au
*Forecast
Saturday, 26 February 2011
withcollective.com
What are females doing online?
Saturday, 26 February 2011
withcollective.com
What are females doing online?
Longer tail terms More specific & more queries
Convert from trusted brand terms
1/3 check facebook before bathroom25mins on facebook a day
Staying in touch with family & friendsEnquiring about products
Saturday, 26 February 2011
withcollective.com
What are females doing online?
Longer tail terms More specific & more queries
Convert from trusted brand terms
1/3 check facebook before bathroom25mins on facebook a day
Staying in touch with family & friendsEnquiring about products
Digital advocacy & trusting opinions
Saturday, 26 February 2011
withcollective.com
What are males doing online?
Saturday, 26 February 2011
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What are males doing online?
Generic termsFewer searchers
Land at review sites
Streaming videos & downtime activity
Sport is key early in the week & on weekends
Saturday, 26 February 2011
withcollective.com
What are males doing online?
Influenced, but make their own decision
Generic termsFewer searchers
Land at review sites
Streaming videos & downtime activity
Sport is key early in the week & on weekends
Saturday, 26 February 2011
withcollective.com
What are males doing online?
Influenced, but make their own decision
Generic termsFewer searchers
Land at review sites
Streaming videos & downtime activity
Sport is key early in the week & on weekends
Both genders
perform the same -
on & off line.
Saturday, 26 February 2011
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What’s happening by age group?
Saturday, 26 February 2011
withcollective.com
What’s happening by age group?
16yrs 50yrs+
FUNCTIONALTravel
Government Paying bills
DOWNTIMESocial networkingInstant Messenger
Downloading
Email - 98%
Messenger - 97%
Mobile - 91%
Phone - 81%
Social - 76%
Skype - 61%
Email - 98%
Phone - 89%
Mobile - 83%
Messenger - 74%
Social - 51%
Skype - 49%
Email - 99%
Phone - 90%
Mobile - 62%
Messenger - 52%
Skype - 43%
Social - 24%COM
MU
NIC
ATIO
N C
HAN
NEL
S
Saturday, 26 February 2011
withcollective.com
What’s happening by age group?
16yrs 50yrs+
FUNCTIONALTravel
Government Paying bills
DOWNTIMESocial networkingInstant Messenger
Downloading
Email - 98%
Messenger - 97%
Mobile - 91%
Phone - 81%
Social - 76%
Skype - 61%
Email - 98%
Phone - 89%
Mobile - 83%
Messenger - 74%
Social - 51%
Skype - 49%
Email - 99%
Phone - 90%
Mobile - 62%
Messenger - 52%
Skype - 43%
Social - 24%
All ages &
genders are getting
more & more
comfortable
communicating
online.
COM
MU
NIC
ATIO
N C
HAN
NEL
S
Saturday, 26 February 2011
withcollective.com
Multi-tasking is becoming the norm
• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.
Source: ninemsn Media Usage Study 2010
Saturday, 26 February 2011
withcollective.com
Multi-tasking is becoming the norm
• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.
Source: ninemsn Media Usage Study 2010
Divided
attention online -
so there’s an
opportunity to catch
people in an
engaging way.
Saturday, 26 February 2011
withcollective.com
Newspapers decreasing, Digital increasing
Saturday, 26 February 2011
withcollective.com
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Saturday, 26 February 2011
withcollective.com
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Saturday, 26 February 2011
withcollective.com
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Saturday, 26 February 2011
withcollective.com
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Digital media
spend is growing
faster than client
budgets
Saturday, 26 February 2011
withcollective.com
What does this mean for you?
Saturday, 26 February 2011
withcollective.com
What does this mean for you?
• People are time poor, they are spending more time doing things with more background noise & not giving anything 100% of their attention.
• They are looking for simplicity & value.
• They are looking for personal recognition.–Rise in social isn’t about others, it is actually about the
individual.
Saturday, 26 February 2011
Time outQuestionsThoughts
Saturday, 26 February 2011
2. What are the opportunities? How can print compliment digital?
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
Saturday, 26 February 2011
2. What are the opportunities? How can print compliment digital?
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
Saturday, 26 February 2011
withcollective.com
What is the customer journey?
Saturday, 26 February 2011
withcollective.com
What is the customer journey?
Attract Engage Transact Retain Grow
Saturday, 26 February 2011
withcollective.com
What is the customer journey?
Saturday, 26 February 2011
withcollective.com
What is the customer journey?
Attract Engage Transact Retain Grow
ATL
POS
Online (social,
search, ads)
CRM (DM & eDM)
WOM (referral)
Microsite Landing page
Website Call centre
In-store In-branch
Shop online Register
eDM sign-up Call centre
In-store In-branch
DM eDM Call
Microsite Website
DM eDM Call
Microsite Website
ATL
POS
Online (social,
search, ads)
CRM (DM & eDM)
WOM (referral)
Microsite Landing page
Website Call centre
In-store In-branch
Shop online Register
eDM sign-up Call centre
In-store In-branch
DM eDM Call
Microsite Website
DM eDM Call
Microsite Website
ATL
POS
Online (social,
search, ads)
CRM (DM & eDM)
WOM (referral)
Microsite Landing page
Website Call centre
In-store In-branch
Shop online Register
eDM sign-up Call centre
In-store In-branch
DM eDM Call
Microsite Website
DM eDM Call
Microsite Website
ATL
POS
Online (social,
search, ads)
CRM (DM & eDM)
WOM (referral)
Microsite Landing page
Website Call centre
In-store In-branch
Shop online Register
eDM sign-up Call centre
In-store In-branch
DM eDM Call
Microsite Website
DM eDM Call
Microsite Website
ATL
POS
Online (social,
search, ads)
CRM (DM & eDM)
WOM (referral)
Microsite Landing page
Website Call centre
In-store In-branch
Shop online Register
eDM sign-up Call centre
In-store In-branch
DM eDM Call
Microsite Website
DM eDM Call
Microsite Website
Saturday, 26 February 2011
withcollective.com
What is the customer journey?
Attract Engage Transact Retain Grow
Saturday, 26 February 2011
withcollective.com
What is the customer journey?
Attract Engage Transact Retain Grow
Transferring onlineValue creation & extension
Ongoing communicationsSingle touch communications
Saturday, 26 February 2011
withcollective.com
What is the opportunity?
Saturday, 26 February 2011
withcollective.com
What is the opportunity?
Increased time online
Increased brand intimacy
Personal data capture= +
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
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Saturday, 26 February 2011
withcollective.com
What is the opportunity?
Increased time online
Increased brand intimacy
Personal data capture= +
Saturday, 26 February 2011
withcollective.com
What is the opportunity?
• Downside to this is increased consumer blindness to personalised emails.
Increased time online
Increased brand intimacy
Personal data capture= +
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Yesterday
58 marketing
emails to 1 of my
5 accounts
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
57 Bluefly
emails in
January 2011
(marketing only)
Saturday, 26 February 2011
withcollective.com
How to overcome consumer blindness?
Saturday, 26 February 2011
withcollective.com
How to overcome consumer blindness?
• The biggest opportunity is through offline engagement through printing & personalisation for CRM activity.
• The cut through is much higher.
• Instead of digital replacing print, print compliments digital.
Saturday, 26 February 2011
withcollective.com
How to overcome consumer blindness?
Saturday, 26 February 2011
withcollective.com
How to overcome consumer blindness?
• There needs to be a renewed focus on offline CRM driven by online brand engagement & data capture.✴ If you know my date of birth, if you know where I live, if
you know my name, use it!
• This has been forgotten - too much focus on pushing cost efficiencies over value.
• However, the pieces will need to be higher cost & more creative.
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
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36
marketing
emails in 2011 &
I can’t
remember 1
Saturday, 26 February 2011
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Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
36
marketing
emails in 2011 &
I can’t
remember 1
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
So much
variety,
BUT I still can’t
remember
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
What is the challenge?
• Getting marketers & agencies to understand impact & value over cost.
Digital (one dimensional experiences)
Print (tactile experiences)
Saturday, 26 February 2011
withcollective.com
What does that mean for you?
• Trying to compete & compliment current digital activity will take some time & education (agencies & clients).
Understand talk to the clients/
marketing departments &
realise they just want results – understand
how these can be achieved
Educate educate the agencies
& marketing departments on what
is possible & how flexible print can be
Test choose a test
campaign/client to go to market with –
integrated & focused on results
Educate put together a case study to educate the
agencies & marketing
departments
Implement roll out the
learnings across the agencies & clients
Saturday, 26 February 2011
3. What are your five actions?Things you need to start today
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
Saturday, 26 February 2011
3. What are your five actions?Things you need to start today
1. Australian’s Online Habits
2. What are the opportunities? 3. Five actions
Saturday, 26 February 2011
withcollective.com
What are your 5 actions?
1. Understand the digital space2. Understand the data capabilities of brands & campaigns3. Tailor your product offering to have increased creativity through
the use of data4. Redevelop your production process that allows short rapid print
runs• Online tonight, mail tomorrow
Saturday, 26 February 2011
withcollective.com
Saturday, 26 February 2011
withcollective.com
Ordered online @
11.45am Tuesday,
Received Wednesday
(less than 24hrs
later)
Saturday, 26 February 2011
withcollective.com
What are your 5 actions?
1. Understand the digital space2. Understand the data capabilities of brands & campaigns3. Tailor your product offering to have increased creativity through
the use of data4. Redevelop your production process that allows short rapid print
runs• Online tonight, mail tomorrow
5. Evangelise to Creative Agencies (Studio Managers, Creative Directors, Production Managers) & Clients.
Saturday, 26 February 2011
withcollective.com
What are your 5 actions?
1. Understand the digital space2. Understand the data capabilities of brands & campaigns3. Tailor your product offering to have increased creativity through
the use of data4. Redevelop your production process that allows short rapid print
runs• Online tonight, mail tomorrow
5. Evangelise to Creative Agencies (Studio Managers, Creative Directors, Production Managers) & Clients.
Constant
change, adapt
& tailor
Saturday, 26 February 2011
Question to youWhat will you do differently?
Saturday, 26 February 2011
Questions to me
Saturday, 26 February 2011
Thank youWant to talk more? Drop me a line:
Dominique Hind
e: [email protected]: 0403 300 015
Saturday, 26 February 2011
Thank youWant to talk more? Drop me a line:
Dominique Hind
e: [email protected]: 0403 300 015
Saturday, 26 February 2011