Post on 27-Jan-2015
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Keeping Up with the Consumer in a Digital World
Geoffrey Ramsey@geofframsey
¡Cuidado con las modas!
It’s Better to Get a Complete, Objective Picture of the
Digital Landscape
“What % of internet users in Mexico go to
social sites?”
Ipsos 68%
Ranstad 84%
Socialbakers 75%
Pew 59%AMIPCI 92%
comScore 91%
CIU 72%
IAB Mexico 87%
It’s Better to Get a Complete, Objective Picture of the Digital
Landscape
Understanding the digital consumer today
Part I
2012
2.3B32.3%online
Global Pop 7.0 BSource: eMarketer, 2012
41%penetrationin Mexico
Global Internet Penetration
Source: eMarketer, 2012
41%penetrationin Mexico
51%by 2015
Broadband penetration tells a more important story for marketers
(% of households)
Source: eMarketer, 2012
Russia 21%Mexico 26%
China 28%Brazil 30%
Argentina 47%
UK 64%
W. Europe 64%Japan 68%US 69%Canada 75%South Korea 92%––Strategy Analytics, 2012
32%
In many countries, the most active internet users spend 20+ hours/week online
Source: Motorola Mobility Study, 2011;comScore, 2012
% of internet users in each country who are 34 years old or younger
Sources: *Roy Morgan Indonesia, 2011; **comScore, 2011; ***Sinomonitor, CNNIC, 2011
2012
3.9356%
penetration
Global Pop 7.0 B
Mobile Phone Penetration
Source: eMarketer, 2012
2016
4.91B67%
penetration
Global Pop 7.3 B
2/3’s
Country% on Mobile(2011)
South Korea 85%
UK 83%
Germany 81%
Argentina 79%
Spain 78%
US 77%
Russia 74%
Canada 67%
Latin America 65%
2015
BrazilMexicoIndia
Middle East/Africa
58%55%39%
36%
2011
73%66%
54%44%
Top markets by mobile penetration
Country 2012 Country 2012 2016
Source: eMarketer, 2012
“¿Y los smartphones?”
––Frederico Carrera, Exponential
Smartphones make all the difference
Mobile VideoMobile
SocialMobile
Coupons
Mobile GamingMobile
Apps
Mobile Search
13% of the global population are smartphone users
Smartphone user penetration in Mexico(as a % of total population)
Source: eMarketer, 2012
Asia/Pacific 12%Middle East/Africa 5%
Argentina 18%Brazil 17%Latin America 15%
US 37%Canada 31%W. Europe 25%
85%access the
mobile Webat least 1X
per day
––Ipsos, 2012
Smartphone ownership skews heavily towards those aged 18
- 34
What about tablets???
% of Population with a Tablet in Mexico*
Millward Brown 3.0%
AMIPCI 5.3%
UM 6.6%*figures adjusted to show percentages based onthe total population
Ya casi, pero...
2.3BOnline(32%)
Source: eMarketer, 2012
2012Global Pop
7.0B
1.5Bon social networks
63% of all internet users
One out of every five people in the
entire world
% of internet users who are on social networks
Source: eMarketer, 2012
88% of online executives in Mexico are on social networks
––Millward Brown and IAB Mexico, 2011
Mexico27.9%
In many markets, social networksaccount for over 20% of time spent online
27272727 27% of timespent online
TweetTweet
@geofframsey
Sources: *eMarketer; **Deloitte; ***comScore; ****Nielsen
What % of internet users are tweeting?
How Are Marketers Doing?
Part II% of global companies who say they have a “highly evolved” digital marketing strategy
10%“What are the biggest
obstacles?
3 BIG CHALLENGES Facing Marketers
#3#3#3#3
#2#2#2#2
#1#1#1#1
10 Billion mobile internet devices by 2016 – Cisco
Understand the “Technology Stack”Consumers expect brands to
keep up with them as they migrate seamlessly across
devices, platforms and activities.¿Estamos
preparados???
In a global study, only 5% of companies can track customer behavior across channels
Today’s Empowered ConsumerToday’s Empowered Consumer
SkepticalSkeptical
ResistantResistant
Lacking Lacking in trustin trust
Data complexity is overwhelming marketers
By 2017, the CMO will spend more on information technology than the CIO
By 2017, the CMO will spend more on information technology than the CIO
¡Ayuda!
“What are the media spending
trends?”
Total global media spending in 2012
Source: eMarketer, 2012
$542.3 Billion
17.4%is spent online
UK 32%
Canada23%
US 22%
Argentina 9%
6.3%
Mexico 10.2%
“¿Por qué no nos dices más sobre el crecimiento en
México?”
What I said at IAB Conecta in 2010
Online ad spending is growing fast in Mexico
Argentina 55%Latin America 31% Brazil 30%
vs. 10% growth for total media
Online ad spending per internet user
Source: eMarketer, 2012
$185UK
$165US
$105W. Europe
$118Canada
$13China
$24Brazil
$20Argentina
Mexico
$14Latin America
$10
Globally, marketers are looking to increase their spending in some key digital channels
Almost half of global marketers are using mobile, and their spending is increasing...
+ 62%
Global
+ 145%
Sources: eMarketer, 2012 (spending increases); Strongmail, 2012 (45% of
global marketers are using mobile)
Despite the interest in mobile, actual spending is relatively small
Source: eMarketer, 2012
Total Global Digital Media Spending$113.7 Billion
Mobile = 6%of total digitalad spending
Social media = 5% of total digital ad
spending
Four Strategies for Success: Marketing to Digital Consumers
Part III“Don’t we need a
whole new approach?”
The interruption/disruption model of advertising will have less The interruption/disruption model of advertising will have less and less effectand less effect
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Push Marketing
Pull Marketing
“Magnetic Content”
“Contenido Magnético”
Strategy #1: Create Magnetic Content to attract consumers
“Contenido Magnético”
Magnetic content can also be useful
ice cream
“In the digital age, all advertising is now
opt-in.”
Strategy #2: Reach consumers––throughout the purchase cycle, and throughout the day–– with multichannel marketing
36% of global companies admit their digital channels are NOT INTEGRATED
“We are researching all channels to come up with the appropriate
consumer journey to accompany their natural path to conversion.”
Top multi-channel marketers balance direct response with branding efforts that create interest, engagement and demand
Awareness
InterestAttitudes
Perceptions
Pre-PurchaseInformationGathering
Transaction(online or
offline)
Shopping & Learning
Discovery
“Use the right channels for direct response, and the right
ones for branding.”
The best direct response channels for driving immediate action
SEARCH
MOBILE
Use mobile as an integrated channel––to allow the consumer to engage further with your brand after being exposed to your offline marketing efforts
A majority of smartphone owners in Mexico search on their phones in response to ads seen in offline channels,according IPSOS MediaCT
The best branding channels for stimulating discovery, curiosity, learning and interest
DISPLAY
SOCIAL
VIDEO
New technologies provide more efficient targeting, often with personalized ads delivered in
real-time
Show vs. Tell• Product demos• Customer testimonials• Entertaining videos• “How To” videos
Strategy #3: Use social media to reach, engage with and influence consumers52%
of social network users worldwide have “liked” or
followed a brand on a social network
– Nielsen, 2011
Social media has the power to influence.
Consumers trust each other more than they do marketers.
How to use a Contenido Magnético approach through social media
1. Leverage the Trust factor Listen and Learn Add genuine Value to the conversation Focus on your Core Brand Enthusiasts
#2. Listen and Learn
New Strategy
¡INTENSIFICAR!
Hello, Adobe, I’ve got a problem!
#3. Add value to the conversation…“Make sure the content you post is what consumers actually want to see and share.”
#1. They expect it.#2. You’ll make them even more loyal.#3. They’ll want
to tell others.
#4. Focus on Your Core Brand Enthusiasts:
Customers
Prospects
Find them via Social Media
Nurture them carefully
Why?
CORE
Strategy #4: Start building mobile into your marketing mix
1. shifts the power even more towards the consumer;2. bridges the gap between the physical and digital worlds;3. should be integrated with your other media4. is a highly personal channel...
¿Y esto?
Su anuncio
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% of US marketers who feel highly competent in their use of mobile? 9%
With mobile, focus on providing genuine value or a service to the
consumer, i.e., Contenido Magnético
Another example of Contenido Magnético por mobile
Scan the code and it “tweets about your pint, updates your Facebook status, checks you in via Foursquare, downloads coupons and promotions and even invites your friends to join you.”
“Mobile can add two new exciting dimensions to your marketing efforts.”– Noah Elkin, eMarketer
CONCLUSIONS
• Consumers everywhere are getting deeper into digital platforms, and marketers are struggling to keep up Do your homework––understand what your target consumer is doing online and how you can engage with them Seek to attract, rather than distract, consumers––with Contenido Magnético Be bold. Take risks. Test, measure, repeat.
“¡Sigan adelante!”
“¡Muchas Gracias!”
Geoffrey RamseyChairman, Co-founder
@geofframsey