Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)

8/3/2019 Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)

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Top 11 Digital PreDictions

for 2011

Mwd Bw’ Gb Futu Gu dtfth httt dgt td f th w y



11 For 2011: Top 11 Di GiTal preDicTi ons For 2011

Th tt w tu t t t tw-t md f th ub

Wb d m-wd gd ( twk k Fbk, D,

p. d Wb t tht y b by mmb vt gu).

at ‘gd’ u bu thy w mkt t t

d mfy um tt. Hwv, bd w gy d t

dv d td mut gd, ft budg dfft t f

f tfm, uh Fbk d th ph, t u thy wh

th mkt wt t ut thm.

Wh ddg wht t t whh gd, bd mut dd whth

t hv tgtd dt ttgy. shud th b dfft ff

Twtt Fbk th th bd Wb t? Dt th mmdy f

Twtt d th tuty f tt Fbk, th Wb — bd

Wb t d th g Wb t — t vt f m -dth

bd ut.

Dt th gwth f th gd, t vy w ph k

Fbk, d wth bd uh BlackBerry opposing this world view, t’

t y t yt wt th f th Wb.

W dt tht bd w tugg th ht tm, but x d

h w gduy h mkt u th f th uzz tgth.

Mwd Bw d Dym lg dutg v m h t

th d vu f d f g, d hw th wk bt gd

d mg d bd t. Th g w gduy h bd m

fdty mg th vu gd f th Wb.

1BranDs will juggle their

Presence in the

stt




Dt f ud du f fmt, hg w

tu t gw tgy 2011 thk t t umthd v d

ffy. My ut w fw th Us d ch th thut

utk f tv buyg v k Gu. Fud by th v f

bg, th m th 500 f th t ch. Th fv f

hg ch h gv t my th -mm md:

tghtfwd tt, v ut, Duth ut (www.360buy.

com) d tv buyg but bd, d “Tu Gu.” F w,

th kg f th ch -mm t Taobao, whh dtd t

gt $90 b tt vu xt y (m th amz).

Wh th ch v bg, ddd ttt th tv dth f

uy t tdt bk-d-mt t, y m t.

i th UK, mb w b tuy u, wh id, u f

tv tkt uhg tht h um by g quu t tt

xtd t gw.

o mg dwbk f hg tht um ’t tuh

f dut. i 2011 w xt bd t u vtv w thg

udg ugmtd ty t h bdg th “tgbty g” d k th

hg fh d xtg. Th virtual ftting room rom Fashionista

gt xm f t t whh t md

mt tht Wb u tt t jy wdw hg wth fd.

2evolution of

o hgas augmenteD reality

technologies BriDge

intangiBility gaP




Mkt w gy ttmt t dv bdg mg wth th d

tf ug xdb fmt d ttv ftu, whh ft t

t f th x f mt md g. i wth th

bjtv, dy fmt tty tfmg d my w fmt

mgg. H fw w thk ky t th m wdy

2011:

Double teaming. Md fdg t wy t mb

mut fmt th m g. Bkgud w d h

th mt f gu b wth th m k d f. Th mbt

b ttv, uh th Tipp-ex hunter shoots the bear ad wh

th vd tt wth th dy d th g.

Slide-up ormats u m but tgug mgy t tu ttt. o

th vw v th d t th xd t vy fu-g d tht

ud vd.

Social titbits. Mkt kg t tgt b wth th md

mg gy tg tt f v tvty, uh

th Twtt fd. amg th dy dt, Gg ty md

tht 75 percent o all ads will be social in nature by 2015 .

3o dyexPloDes out of its Box




V tt g dd -t-hv, but m fquty

bmg ky u t f y w mmut d. if dvt

d’t bv th d w ‘tv’, thy ky t b dvd th

ft . at Mwd Bw th utg m v-tt h,

t jut wth fhd fm vd, but dug y-tg tv d

dvmt.

V g gy mtt mt f dgt mg

g. o wy tht h th vd t g v t

mt thm v vmt. Our new YouTube research hw tht

d mt gt ‘f’ mt v bu v d

bv th d vw.

p bftg fm m dy vb v mumt,

whh m thy tk g -tm, d mk md

djutmt dgy. i 2011, httd w v uh Kt

Vd w b ud m ft, wg mkt t tk g f bth

v d d vd -tm d mk md djutmt dgy.

Hwv, wh hgh tff vum d btt mumt t

mkg f , th tv hg ud gt v hd h w

v ht th b f um xtt. advt my d t b

m dttv th v f thy wt t b 2011’ “od s” u ty.

4V Vdno longer an afterthought




o vd dvtg d t gwg d xtd t gw futh.

sm ft dtg gb gwth f v 50 t th

mg y, t t tvy w d mgg mdum m

dvg Wb mkt. i th Us, Mkt dtg tht vd

d dg w jum fm $1.5 b 2010 t $2.1 b 2011.

Gwth ty bg dv by bd bmg mt hw thy u

vd d wth dy. Gwth ky t b dv by v m

mb vd umt, v mth d tbt dv. Hgh-quty

mb vd vwg vmt, uh th TeD pd , ud bm

vy db vd dvtg t.

ph th mt ttg dvmt 2011 w b th ut f Gg’

TuVw dvtg fmt, whh ut u t d w thm t

k d thy d’t fd vt. if thy ufu fdg fmt tht

bth u d dvt (wh y y f vwd d) t, th my

fy b YuTub t tk fu dvtg f th hug vwg fgu, d

mk d t Huu’ gft d vd dvtg vu.

Recent research rom Dynamic Logic h md md-f-Wb vd

tt t ud TV d d fud tht md-f-Wb vd btt

f u, wh ud TV d wkd w gtg w

f bd. W h th w d t m dd d but

vd tv 2011.

5more “maDe for weB”

o dycontent




Mkt w tk dvtg f th mvd fm bt f

mb dv tht m m , m f th tm, d w

f btt mb d x.

Th w b tg dmd f th hgh-d h — iDc

dt th mth mkt w gw by 24.5 t dug 2011. nk

m th umb mth vd, but th symb tg

ytm fg db mtt fm add. a, wth t

tud fud vt, -xuvty wth , d

t utm b, w u g g riM’ BkBy.

Mbty w b futh d by dv uh -d d tbt.

Th pd dt t h dy ud th ph t t uh 2007

d xtd t h 11 m 2011. Th x f th mkt

wth th tbt, udg th smug Gxy Tb, BkBy pybk

d th tbt w h xd th mkt, y f bu u. at

w t, -d k th Kd w m u.

Mb dvtg budgt w gfty v 2010 d th bd

mt hvd fm mb w tu t utfm thugh 2011.

6more

MbeyeBalls




G-t v hv dy xdd fm t y, thk t th

gwg umb f um v. Tdy, g-t but ‘hkg ’,

but 2011 w vd m wdg x th u h hkd

. W xt t m dtd d dym fmt th jut t

d t f wh h hkd . it m ky tht th w b

gft dvmt “hk-ut” ftu (.g. uggtd tvt/vu

f wh t g xt).

W xt t gwth hk- wd. Th w gfty

th z f th d d dut vb t um. a uh

Shopkick utmty wd t/mt u tg t.

shkk dy v t k BtBuy, My’, d am eg

outftt.

Th v f Facebook Places w b hfu f bd, f xm t

dtfy whth thy hud hv gt t dfft t.

M bd w u t ftu .g. tg th v

bd t Fxt d; mmut tfm .g. MTV’s Get

yourself tested campaign on oursquare; th ky t d v Facebook’s

D t d t wth yty d dt — Tasti D-Lite w

f th ft bd t d th v fuqu.

7BranDs finD their Places with

G-t




cum w td vy f v. lk wth md f,

h hty d bhv gmtt w gt h v

f u d t h th fmt wth h g vd.

athugh Gg’ s sh h’t y tk ff 2010, Bg’ ty

ud Fbk t-u mght hv gt mt 2011. Th ud

d t m Twtt d f th Bg Gg th futu. evtuy,

bd wth tg md mg my tt t th bft f th

fdg thugh t mvd h tdg.

Mb h w mk futh g dv tk fu dvtg f th

udtd bdth f fmt vb d um th

bft f hg v t uh Gg M. Th mtt f

mt th ggh h ut mthg tht t d

m bd k t t g mt fm.

Mb ff tut f m t dg vy h, vt

h tf tht umvt th h gt. Orange Wednesdays

t m tg xm.

smt thg uh tu-bd h (Google Goggles), v

h (t f th add api) d bd g w gy

k mb ff x wth fmt u.

sh ut w bm m vuy mtfu d v m m t

dy. a xm f th vut Bg’ “m f” -v vw.

Gg’ ty uhd “itt” ut w th v umb

f m vd, tuy f bg bd.

8sh:increasing Personal, moBile

anD imPactful.




Th t launches o Sony’s Move and Microsot’s Kinect hv vdd

w f f f pystt d Xbx , d w dv futh

vt gm dg dug 2011.

Mwh, u gmg, dv tgy by th bt f a’ ph

d pd tuh, ky t gw futh th gm tu t fd th

-kg hbt, d dv tk fu dvtg f th g pd

tf.

s gm m vy u, ftd th ft tht th gt

gmg my, Zynga now has a greater stock market value than

Electronic Arts. Gwth th u f gm ky, umg w tt

bud th u f FmV d Mf W.

ou y tht th bty f dvdu gm ft

u. aft th t fuy f xtmt ud twtg tg

gm udt, th quky bm d. U gm tgt

f t b b, thy my tt t v th bty f

tvt wh t’ m mgfu.

rh fm Dym lg h vd tht bd bft fm

-gm bdg wh t’ t b vt, d w dt th t b

gwth 2011. W h t m bdd gm wth

u, uh th Reckitt Benckiser poweRBrands app on Facebook ,

whh w tt my t udtd th rktt Bk

h t mktg.

9Gmgon the move




W kw vt tgt w dght um, a recent

Firey Millward Brown study h vd tht kg f

bd md t b m vt t th d. Fbk, wh

d th tm “ gh” t t dv v m u f t, uh

integration with Amazon d th t tht w gt utmzt d

v. oth bd fwg ut. Apple’s Ping bud

twkg y ud yu Tu ut. Th muh-ttd

tfm fm Gg w fw hty m fm th.

p w b vvd th bggt twk (Fbk) bu th

, but gy thy w b m ggd th h twk

tht t th tu tt. Dym lg’ adrt tudy

h hw tht um tu t fd utty hvg mut, t

dtt (.g. Fbk, lkd i d Twtt). W thk 2011 w d u

bg th y f m h tt tvty-bd twk, my f

whh t tk dvtg f th Fbk gh but gg u

dffty (.g. fuqu, ruK).

Fbk vd xt tgtg tut f bd bu f t

but, t y b fftv, httd gthm dd t mk

f th mx th btw . Wthut vy httd

gthm tht tgt tt fftvy, t’ b tht th t t f

th gh ud v tf.

10s ghwill make targeting

more relevant




Mkt w mk g th dvmt f ty

fmwk um gy mwd t k ud th

hd. Thy w vd guty mu t tt vy by

bg u t mg th w f d by bg but th dt

md. exm f th mu ud a sel-regulatory program tht

h b uhd by th dvtg duty th Us wh vy

d hv whh w u t v f ttg. Dt

th fft, btt tu btw gut d th duty but th

f fmt tht fm th budg bk f dtty.

Tut w bm qutfb mu um mv t g f

dt u. Mgg u dtt d th hg f th m wth vd

mm t w bm vb bu md. s md,

t, h g d tmmut m w btt t b th

tutd uh tfm f “td vywh” um.

11the Battle for

o vywill intensify




Mwd Bw’ Futu Gu gb kwdg-hg fum f

Mwd Bw d Dym lg tff, whh fu th dgt td

tht w hv gft mt th xt th y.

s thk t th fwg f th tbut t th dumt:

chth B

Bhmk chd

lut Dumuh

Tm ewg

cht Gdm

Mk Hg

Ju Mu Hdz

Mqut Humhy

ax Jh

ady l

abut MwdBw’ Futu

Gu

ch M

rjth n

Jf oku

Gg ph

Mh pzdk

a r

F rmz

Du suthgt

sh stv

c Wg

Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)

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