2014 TRENDS DIGEST FOR DIGITAL LEADERS

MARKETING FOR A CONNECTED WORLD

Ian Crocombe – 15th January 2014

BY UNDERSTANDING HOW CONNECTED BUSINESSES CAN HARNESS THE NEW ECONOMIC DISRUPTORS, PRIVACY GOING MAINSTREAM AND VIRTUAL CURRENCIES LIKE BITCOIN.

BY CREATING CONNECTED PRODUCTS THAT PUT MOBILE AT THE CENTRE OF EXPERIENCES, USING SENSORS AND DATA TO ENTER THE AGE OF CONTEXT.

BY COMMUNICATING AS CONNECTED BRANDS WITH A PURPOSE THAT SHOWS SOCIAL IMPACT, USING THE SOCIAL WEB BEYOND FACEBOOK AND GETTING NATIVE WITH THE NEW MEDIA NETWORKS.

EXEC SUMMARY: 2014 OPPORTUNITY FOR DIGITAL LEADERS MARKETING FOR A CONNECTED WORLD!

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CONNECTED BUSINESS BY UNDERSTANDING HOW CONNECTED BUSINESSES CAN HARNESS THE NEW ECONOMIC DISRUPTORS, PRIVACY GOING MAINSTREAM AND VIRTUAL CURRENCIES LIKE BITCOIN.

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NEW ECONOMIC DISRUPTORS As internet technologies become cheaper and more pervasive, business model disruption is moving across new industries. This creates new opportunities and threats for established companies. UNBUNDLING “It used to be expensive to package up & deliver things to market so products got bundled; tech is changing that” @FredWilson via Launch.co LeWeb Interview www.youtube.com/watch?v=R43OKYmGbhU!! UBERFICATION OF SERVICES 2014 will see UBER’s “on-demand” model extend across other personal services, from home maintenance to dog walking. @frogdesign http://t.co/t2yxARZNCD CROWD COMPANIES DEC 2013 “What role do corporations play when people get what they need from each other?” @jowyang launches “Crowd Companies” http://crowdcompanies.com/

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PRIVACY GOES MAINSTREAM In 2013 the news was dominated by NSA surveillance, hacked data from retailers and concerns about privacy from social networks. This has forced mainstream consumers to start changing their behavior to maintain some degree of digital privacy. Anonymous search tool DuckDuckGo answered 1bn queries in 2013. When the Guardian broke the NSA Prism allegations, the search engine’s tra!c increased from 1.3m to 3m daily queries within 2 weeks. http://bu".ly/1iT1lkM “if the industrial revolution created pollution, the information revolution created data” @FredWilson  “The age of indiscriminate sharing on social networks is rapidly changing… In 2014 we’ll see an influx of platforms catering to a digital experience grounded in anonymity.” @Frogdesign “Millenials… don’t want the selfies of today messing up the job interviews of tomorrow.” @Whatleydude

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BITCOIN : FINDING THE KILLER OPPORTUNITY Bitcoin is a virtual currency that’s been in the headlines for it’s wildly volatile valuations and association with online black markets like Silk Road. Beyond the currency speculation, it’s believed that digital currencies like Bitcoin could be the infrastructure behind IoT based “pay as you go” charging models and online identities. “I’m particularly interested in seeing applications that simply use bitcoin rails to move value.” @GeoPeabody http://paymentsviews.com/2014/01/08/bitcoin-in-2014/ “I’m bullish on the technology and the direction it going is driving costs down” @howardlindzon Good Introduction: The Bitcoin Show (TWiST) http://www.youtube.com/watch?v=6mEjPW27ZFE

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CONNECTED PRODUCTS BY CREATING CONNECTED PRODUCTS THAT PUT MOBILE AT THE CENTRE OF EXPERIENCES, USING SENSORS AND DATA TO ENTER THE AGE OF CONTEXT.

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MOBILE AT THE CENTRE OF THE ECOSYTEM Accepted wisdom was that as more tablets and phones were being sold than personal computers, mobile needed to be at the center of our future facing strategies. For 2014, mobile web is trumping unused apps, touch is the dominant interface, while retailers are using Wi-Fi and your device mac address as a UID for in-store analytics. "The trend has been that mobile was winning. It's now won” Eric Schmidt's 2014 Predictions http://bu".ly/L0TV3B Shifts in the devices people use to access the internet should come as no surprise, but the pace of change might. @tomskitomski GDS http://bu".ly/1d08SIx “we are now all personally a node on the network because of the smartphone; 80% of the audience chooses having a smartphone over a desktop” @FredWilson  

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CONNECTED EXPERIENCES 2014 at CES looked to be the year that connected products will form into the “Internet of Things” to create a mainstream ecosystem. CONNECTED PEOPLE At CES there were more wearable products launched than there were people to buy them. These products fall broadly into categories we’ve seen before: fitness monitors, connected glasses and Smartwatches. CONNECTED HOME At CES home automation start-up Smart Things rigged a house full of connected devices, other home ware included smart lighting systems, Skype-connected baby monitors, a Bluetooth enabled meat thermometer and intels charging bowl. On January 13th, Google acquired smart-thermostat-maker Nest for $3.2bn CONNECTED CAR The advent of 4G means that connected cars can make better use of realtime tra!c, video and telematic data. Audi was the standout manufacturer demonstrating all digital smart dashboards running on Android OS. 9!

THE AGE OF CONTEXT Since 2010 we’ve been living in the social age. Authors Scoble and Israel, believe that from 2015 the next dominant age of the internet will be the “Age of context”. Driven by connected experiences, the “Age of Context” refers to technologies starting to “understand” things about you and your environment. By using a range of data points – things like your schedule, your location, and your heart rate, the internet will become more contextual. The shift is that rather than a one to many social broadcast, the age of context delivers personalized data and services back to the individual. “20 years from now it will be bizarre if you walk into a store and the store doesn’t know who you are.” Robert Scoble Robert Scoble on "Age of Context" at LeWeb 2013 http://www.youtube.com/watch?v=yNDIBFlYlMM

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CONNECTED BRANDS BY COMMUNICATING AS CONNECTED BRANDS WITH A PURPOSE THAT SHOWS SOCIAL IMPACT, USING THE SOCIAL WEB BEYOND FACEBOOK AND GETTING NATIVE WITH THE NEW MEDIA NETWORKS.

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BRANDS WITH A PURPOSE Millward Brown refers to a brand’s “purpose” as one of the ways of making it meaningfully di"erent for consumers. Contagious magazine highlighted “Social Impact” as a higher form of purpose that helps brands create a deeper connection with consumers. Unilever is on a journey to embed social impact into its brands, hoping to replicate the success of Dove’s “Campaign for Real Beauty”. “A brand is a lot like a person – if it doesn’t have a point of view, it’s not very interesting.” Marc Mathieu, Unilever’s SvP of marketing http://www.slideshare.net/contagiousmag/most-contagious-2013 “Meals per Hour” Toyota teamed up with the Food Bank of New York to deliver hundreds of thousands of meals to hungry people a"ected by the storm, using the “Lean” TPS to optimize the deliveries. http://www.youtube.com/watch?v=EedMmMedj3M

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SOCIAL WEB BEYOND FACEBOOK When Facebook changed it’s newsfeed algorithm late in 2013, many brands saw a dramatic drop o" in organic reach. For 2014, brands have had to adapt their approach to Facebook as a paid platform, the free ride is over. Social marketers have been creating more visual content and ensuring that there was a slick end to end experience for mobile users. Smarter brands have already been working on a more diversified social strategy that used nuanced content in more niche networks and gave them direct connections to fans. “The breakout place for progressive audiences to spend their time are OTT (Over The Top) messaging solutions like Snapchat, WeChat, WhatsApp and Line … In 2014, expect lots of experimentation and trials from marketers trying to infiltrate these more closed communities.” @clive_baker “Focus on proprietary audience development… While audiences cannot be owned, they can be proprietary in that you, and you alone, have the ability to communicate with them.” @jkrohrs

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GETTING NATIVE WITH THE NETWORKS 2103 was the year that media networks like VICE, Buzzfeed and even National Geographic made a heavy impact on the branded communication landscape. For 2014 their access to creative talent, production capabilities and reach (wrapped up as a native advertising package) will see them continue to challenge traditional agency and media o"erings. YouTube’s focus on content creators and channels is being rewarded as progressive brands place it at the center of their digital eco-systems. As most people watch YouTube in full screen, tight content integration is required for maximum impact. The sweet spot for 2014 seems to be mixing native content creation with influence & reach. This even extends to NPD with L'Oreal creating a brand called EM around YouTube cosmetics creator Michelle Phan.

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TRENDS SUMMARY: FOR CONSUMER FACING BRANDS IN 2014 MARKETING FOR A CONNECTED WORLD!

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BY UNDERSTANDING HOW CONNECTED BUSINESSES CAN HARNESS THE NEW ECONOMIC DISRUPTORS, PRIVACY GOING MAINSTREAM AND VIRTUAL CURRENCIES LIKE BITCOIN.

BY CREATING CONNECTED PRODUCTS THAT PUT MOBILE AT THE CENTRE OF EXPERIENCES, USING SENSORS AND DATA TO ENTER THE AGE OF CONTEXT.

BY COMMUNICATING AS CONNECTED BRANDS WITH A PURPOSE THAT SHOWS SOCIAL IMPACT, USING THE SOCIAL WEB BEYOND FACEBOOK AND GETTING NATIVE WITH THE NEW MEDIA NETWORKS.

SUMMARY 2014 OPPORTUNITY FOR DIGITAL LEADERS MARKETING FOR A CONNECTED WORLD!

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IAN CROCOMBE @iancrocombe icrocombe@gmail.com 00 44 7932 00 41 01

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SOURCES AND FURTHER READING •  http://www.fastcodesign.com/3024464/15-tech-trends-that-will-define-2014-selected-by-frog#!

•  http://blog.digital.telefonica.com/2013/12/19/trends-predictions-2014/#!

•  http://www.slideshare.net/HenryCTaylor/journalism-media-and-technology-predictions-2014

•  http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2014

•  http://www.thedrum.com/news/2013/12/30/predictions-2014-tubemogul-tagman-turn-adjust-your-set-movement

•  http://www.slideshare.net/NextGenerationMedia/10-trends-for-2014

•  http://www.slideshare.net/contagiousmag/most-contagious-2013

•  http://www.forbes.com/sites/peterhigh/2013/11/25/forrester-top-technology-trends-for-2014-and-beyond/#!

•  http://bits.blogs.nytimes.com/2013/12/29/disruptions-coming-in-2014-extremely-smart-watches-and-wearable-tvs/?_r=0

•  http://whatleydude.com/2013/12/how-to-write-a-trend-document/

•  http://www.web-strategist.com/blog/2014/01/04/2014-collaborative-economy-predictions-on-nbc/

•  http://www.mmaglobal.com/mma-emea-advisory-board-2014-mobile-predictions

•  www.youtube.com/watch?v=R43OKYmGbhU!!

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