Marketing Trends To Watch

Marketing Trends PresentationApril 2010

New information ecosystem: Then and Now

Industrial Age

Info was:

Scarce

Expensive

Institutionally oriented

Designed for consumption

Information Age

Info is:

Abundant

Cheap

Personally oriented

Designed for participation

2000

46% of adults use internet

5% with broadband at home

50% own a cell phone

0% connect to internet wirelessly

<10% use “cloud”

= slow, stationary connections built around my computer

2008

74% of adults use internet

58% with broadband at home

82% own a cell phone

62% connect to internet wirelessly

>53% use “cloud”

= fast, mobile connections built around outside servers and storage

The internet is the asteroid: Then and now

The “Old” Purchase Funnel

The New Purchase Funnel

Decision Process is • Non-linear• Dynamic• Influenced by multiple sources

What Does It Mean to Marketers?

• The decision-making process has become more complex, dynamic and its phases interdependent,

• Marketers need to know what kind of touch points are relevant to influence people in which phase of the process and how these efforts play together in an optimal way.

• More importantly, marketers need for the information delivered to be relevant. The message becomes hyper-important.

• It forces marketers to think through their communication plans with more rigor, and re-think (and maybe add or remove) touch points/tactics to better influence consumer decisions and move people towards the end purchase in a systematic way.

Will Newspapers in Print Survive?No – Here is Why Publishers Are Wrong1. Content – there is less variety from one newspaper to the next. When you can read the same story in any

newspaper around the U.S., and access much of that information for free online, what motivation do you have to get the news in print? As news organizations continue to reduce staff, there will be fewer reporters to write original content. And let’s be honest, by the time your paper lands in your driveway, you’ve heard about most of the stories on the front page. So content won’t save print, maybe readers will…

2. Readers – what is a newspaper without readers? You can’t maintain a circulation base today. There is too much choice in the market and consumers are fickle. They will subscribe today and unsubscribe tomorrow. Local papers have little to motivate subscribers to stay on, with less and less each month. And don’t expect readers to save the paper. In survey after survey, most share the same outlook on the future of print. It’s a “nice to have”, but they can live without. Well, at least there’s advertising…

3. Advertisers - as long as there’s advertisers, papers will be okay, right? Even in smaller markets, businesses are starting to realize there are more effective ways to reach consumers (and track advertising). Local search is replacing traditional image advertising in local markets. Mobile advertising will not help to save print. You just don’t know how many people really read a newspaper and click on a link, and advertisers want to know this stuff. But the format of print can’t be replaced…

4. Format – in case you haven’t noticed, everyone is going green. Whether they really want to save the world, or just think it’s what their customers want to hear, companies are getting on board. And when it comes to newspaper, they just aren’t that green. It takes a lot of electricity to power production. Tons of paper and ink are required. Delivery trucks have to transport the news. Beyond the environmental impact of newspapers, the cost of production is incredible. It takes a lot of money to crank out that daily or weekly edition. Regardless of how good it looks, it doesn’t make sense to print the news anymore.

What Opportunity Does This Create?

• Fall of newspapers will create a void in hyper-local news and content

• Hyper-local content will still be desired– Local community papers will remain viable if they are free– Local based portal websites will grow– Look for local Internet Service Providers to compete as news

aggregators and hyper-local content

• Products that support the hyper-local content delivery– Apps– Widgets– Maps– Online directories

The Internet Will Kill Cable Television?• Pew Research Center estimates that 22 percent of American adults have cut

back or canceled cable within the past year, and within that group, 32 percent have connected their computers to their TVs to view Web video.

• Not surprisingly, cable TV providers such as Cablevision and Comcast have begun to take notice, and are rolling out their own online video services in response.

• Video On Demand will take on greater importance to cable company success• Time Warner Cable, the nation’s second-largest cable operator, lost 119,000

basic video customers in the fourth quarter of 2008, as the economic downturn caused consumers to second-guess the necessity of premium TV

• But, the free online party can’t last forever. The advertising model can’t support the cost of content. Content will remain king.

• In April, users streamed more than 373 million videos, a whopping 490-percent increase over the same period last year. Due to this increase, Hulu has become the second most popular online streaming video repository; only YouTube (which displays both studio and user-generated videos) eclipses it.

But There is Hope

IPTV Saves Cable Companies

• The reason is that the IP-fueled internet model will win because distribution of content will be controlled by the individual, not by the content provider, and that model of consumption is better understood on the internet side.

• In a Darwinian world, the more advanced species wins, and the internet, even in a crude form, is already at the endpoint where consumer choice is king. Because this is working on the internet, the technology of using IP will find its way into cable’s world of closed distribution and, in effect, open that up.

• Cable is subsidized by advertising. This creates a need to be able to look at and target consumer behavior by saying, Here’s the content you want -- regardless of what it is -- and here’s the advertisement that makes sense to subsidize that. Here lies the seed of a very large battle -- interactive media versus traditional media.

Is Social Media Just a Fad?

http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded

Facebook Stats

• Active Users – 450 million• Fastest growing demo – 35+• Number of status updates each day – 40 million• Average number of friends – 130• Total minutes spent on FB each day – 6 billion• Number of people that access FB through a mobile

device – 65 million• Photos uploaded monthly – 2 billion• Videos uploaded monthly – 14 million

Who Is Getting It Right?

• Ford• Dell• Apple• Zappos• Burger King

Facebook All-Stars

• Coca Cola – Page was originally started by 2 fans• The Hangover – Cool photo app• Red Bull – Exclusive access to extreme athletes• Disney – Tickets to exclusive screenings• Manchester United – Fan interaction and discussion

board

Long-Term Implications of FaceBook

• Search within FB overtakes Google• Facebook replaces personal email• Advertising moves to more “pull” oriented strategies vs.

“push” strategies• Social media becomes a business marketing drives vs. an

add-on•

Mega Trend: Mass Collaboration

• User Generated Content is a “sucker punch” to the jaw of the marketing world

• It’s a fundamental shift in which brands have become a conversation and audiences have just as much say in the shape of the dialogue as marketers

• The players – YouTube, Facebook, Twitter, Pandora, MySpace

• Innovative companies are relying on outside sources to fuel innovation – Example – Apple http://www.youtube.com/watch?v=szrsfeyLzyg

How to Take Advantage?

• Don’t be afraid of user generated content– Trip Advisor widget– Product Reviews

• We should post to our own site

• Blogs• Blog Posts• Engagement

Mega Trend: Constant Connectivity • I'm wired. Almost every minute of every day, it seems I am connected. Emailing,

surfing, Twittering, streaming, texting, Facebooking, downloading, chatting -- will it ever end?

• No. It won't. Constant connectivity is a megatrend. • More and more, we are relentlessly connected to one another. We weren't when I

was a kid. We weren't five years ago. But you can bet we're not going to stop anytime soon.

• Why? A new generation is growing up and entering the workforce in droves. The Millennial Generation is the largest this country has ever seen -- bigger than the baby boomers -- and it is the first generation that has grown up with technology and connectivity ubiquitous in their lives. To them, it's all they've ever known.

• I am incessantly networked, but I think something's wrong with me. This massive new wave of population has no such hang-ups.

• What these people do have are expectations borne of their condition. They live in an on-demand world. They know no other. Want a song? Download it. Want to know something? Google it. Want to tell Susie what Bobby said? Text it. Now, now, now.

Local search Will Make Yellow Pages Obsolete

• Local search is replacing the Yellow Pages as the preferred way to find local businesses and services.

• you don't have to know the right category in order to find a vendor

• Today most small businesses spend the majority of their marketing budget in the Yellow Pages – but not for long

Look At The Trend

And 80% of all Internet traffic begins with search

Can Anyone Compete With Google?

• Look for local phone companies to – Develop better online yellow pages with hyper-local

content and to sell cell phones with built-in directories and/or apps

– Develop a better local search product with expanded listings (video, mapping, etc)

– Bundle cable, yellow pages and website advertising opportunities

– Develop a better mobile app using Location Based Services (but we need a hook) – pre install the app?

How Important is Organic Search Engine Marketing?

• Organic results are critical– A breakdown of the popularity of sites that come up in a search reveals a steep

downward curve from number 1 onward

If you arenot in thetop 6 results -You can forgetAbout it

In-App Purchases Using Mobile Devices

• The iPhone/iTunes platform. In-app purchases on the iPhone can tempt users to buy small items, upgrades, updates, etc., while iTunes holds their precious credit card information. All, of course, is done in seamless fashion -- easily and reliably enough to promote impulse purchases. It would seem like an easy task for this to be extended to other platforms with PayPal or Google Checkout.

• iPad provides the next generation opportunity for Apple• Example – Pizza Hut App

B2B Marketing Trends

• Content Marketing –– B2B Marketers Must Concentrate on Their Owned

Media Assets• Create content that your prospects perceive as

valuable across each stage of their buying cycle. You need to syndicate that content to support thought leadership, brand awareness, and inquiry generation; you must always update the content to keep SEO high etc. At the end of the day it’s about content.

Big Picture

• Traditional media contracts• Everything becomes media• Companies must be their own media

– Website– Blogs– White papers– Flikr– Facebook– Twitter– etc

Thinking ahead to 2020• New social interactions:

– “In 2020, it may no longer be 'screens' with which we interact. What I mean by 'screen time' in 2020 is time spent thinking about and interacting with artificially-generated stimuli. Human-to-human non-mediated interaction counts as 'face time' even if you do it with a telephone or video wall.” – Glen Ricart, Internet Society board member, formerly of DARPA

• The future of privacy: – “Privacy is a thing of the past. Technologically it is obsolete. However, there will be social

norms and legal barriers that will dampen out the worst excesses.” – Hal Varian, University of California-Berkeley and Google

– “Before 2020, every newborn child in industrialized countries will be implanted with an RFID or similar chip. Ostensibly providing important personal and medical data, these may also be used for tracking and surveillance.” – Michael Dahan, a professor at Sapir Academic College in Israel

• The evolution of smart machines: – “Fear of enslavement by our creations is an old fear, and a literary tritism. But I fear

something worse and much more likely – that sometime after 2020 our machines will become intelligent, evolve rapidly, and end up treating us as pets. We can at least take comfort that there is one worse fate – becoming food – that mercifully is highly unlikely.” – Paul Saffo, forecaster and director of The Institute for the Future

Thinking ahead to 2020

• The fate of language: – “English will be a prominent language on the internet because it is a complete

trollop willing to be remade by any of its speakers (after all, English is just a bunch of mispronounced German, French, and Latin words). … That said – so what? Chinese is every bit as plausible a winner. Spanish, too. Russian! Korean!” – Cory Doctorow, blogger and co-founder of Boing Boing

• How information disseminates: – “Profit motives will impede data flow … Networks will conform to the public

utility model, with stakeholders in generation, transmission, and distribution. Companies playing in each piece of the game will enact roadblocks to collect what they see as their fair share of tariff revenue.” – Peter Kim, senior analyst, Forrester Research

• Greater social fragmentation: – “These technologies allow us to find cohorts that eventually will serve to

decrease mass shared values and experiences. More than cultural fragmentation, it will aid a fragmentation of deeper levels of shared reality.” – Denzil Meyers, founder and president of Widgetwonder