Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile,...

Monday, April 7, 14

Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World

April 7, 2014

Presented by Geoffrey RamseyChairman, Founder@geofframsey

Monday, April 7, 14

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

Monday, April 7, 14

Fragmentation happens on television, too––especially with divided attention spans!

Monday, April 7, 14


Roughly half of Canadian consumers simultaneously watch TV and use the Internet ––TVB Canada, 2013; MTM

Monday, April 7, 14


35% of mobile users in Canada use their smartphone or tablet while watching TV to search for information about shows ––Rogers, 2013

Monday, April 7, 14

Monday, April 7, 14

II. How Are Marketers Keeping Up with the

Connected Consumer?

Monday, April 7, 14

Step One:Admit if you have a problem.

Monday, April 7, 14


43%“Poorly

Integrated”

Monday, April 7, 14


43%“Poorly

Integrated”

46%“Improving”

Monday, April 7, 14

It’s tough for Canadian marketers as well...

Monday, April 7, 14

It’s tough for Canadian marketers as well...

#1

Monday, April 7, 14

Monday, April 7, 14

Step Two:Realize that Circuitous

Is the New Linear in Marketing

Monday, April 7, 14

Move to the more dynamic “Consumer Journey” model

Monday, April 7, 14

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.

Monday, April 7, 14

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!


Monday, April 7, 14

Step Four: Fight multi-tasking behavior with multi-channel marketing


Monday, April 7, 14

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.



Monday, April 7, 14

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.



Smart use of data––across platforms––will be the only way to keep up with

rising consumer expectations.

Monday, April 7, 14

The Speed/Quality Matrix for Creative involves trade-offs

QUALITY

High

SPEEDLow

Slow Fast Monday, April 7, 14


QUALITY

High

SPEEDLow

Slow Fast

Traditionalad creative

today

Monday, April 7, 14


QUALITY

High

SPEEDLow

Slow Fast


today

rapidemerde

Monday, April 7, 14


QUALITY

High

SPEEDLow

Slow Fast


today

merdelente

rapidemerde

Monday, April 7, 14


QUALITY

High

SPEEDLow

Slow Fast


today

merdelente

rapidemerde

“Goodenough”

Monday, April 7, 14


QUALITY

High

SPEEDLow

Slow Fast


today

merdelente

rapidemerde

“Goodenough”

A good idea,executed

quickly, can still = quality

Monday, April 7, 14

Set an Engagement LevelTrigger PointENGAGEMENT

RATE

Time

TriggerPoint

0

Monday, April 7, 14

Set an Engagement LevelTrigger PointENGAGEMENT

RATE

Time

TriggerPoint

0

Boost media spendbehind activity

Monday, April 7, 14

Source: Econsultancy and Adobe, Jan, 2014

As a marketer, make Content Marketing a #1 priority

Monday, April 7, 14

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

Instead of “hunting,” think of “fishing” for the consumer...

MagneticContent

Monday, April 7, 14

First, master the mobile mindset:

Monday, April 7, 14


1. Shifts the power even more towards the consumer;

Monday, April 7, 14


1. Shifts the power even more towards the consumer;

2. Erases the gap between the physical and digital worlds;

Monday, April 7, 14


Monday, April 7, 14

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:

Monday, April 7, 14

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:

Monday, April 7, 14

Double-digit growth for digital this year

Monday, April 7, 14

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

Monday, April 7, 14

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%


#9 indigital ad spend per internet user

Monday, April 7, 14

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



RTB = ~3% - 4%*


C$1.25B

Monday, April 7, 14



RTB = ~3% - 4%*Programmatic =

~15%**


C$1.25B

Monday, April 7, 14


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%**


C$1.25B

Monday, April 7, 14




C$1.25B

Monday, April 7, 14

What’s growing fastest within digital in Canada?

Spending growth rate in 2014


Monday, April 7, 14



+23%


Monday, April 7, 14



+23% +52%


Monday, April 7, 14



+67%+23% +52%


Monday, April 7, 14

What’s hottest?

Monday, April 7, 14

Geoffrey RamseyChairman, [email protected] @geofframsey

#iMediaSummit

Monday, April 7, 14

mailto:[email protected]

mailto:[email protected]

Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile,...

Business

Transcript of Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile,...