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Mega trends of digital disruption

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Megatrends that drive digital changeWhy digital advertising and media will keep disrupting for another generationCompiled with commentary by Julian Grainger

THERE ARE 4 UBIQUITOUS TRENDS IMPACTING DIGITAL CONTENT AND MEDIA

Compiled with commentary by Julian Grainger

MEGA TREND 1: CHEAP MONEY(How investors engage with technology)

Compiled with commentary by Julian Grainger

Corporatisation

In 2014, 147 companies controlled 40 per cent of total wealthThey need somewhere to stick their cashCompiled with commentary by Julian GraingerSOURCE:http://www.forbes.com/sites/bruceupbin/2011/10/22/the-147-companies-that-control-everything/

Slowdown 2.0money on the shelf low/no inflation O% real interest rates low productivity

First Japan in the 90s and now the western world are struggling with returns.

This problem may last decades with an aging populations.

SOURCE:http://www.wsj.com/articles/the-future-is-here-it-just-needs-a-big-push-1453156359Compiled with commentary by Julian Grainger

Cheap money means investment and there is plenty of choice for innovationCompiled with commentary by Julian Grainger

SOURCE:http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp

For digital media this means programmable marketing.It has only just begunCompiled with commentary by Julian GraingerSOURCE:http://blog.appnexus.com/2016/welcome-to-the-era-of-programmable-marketing/

What to do about digital disruption powered by cheap moneyLook at the startup ecosystem as risk free R&D Engage with startups directly, buy scale ups before they hurt youAccess the money through financing and fund your own disruptionCompiled with commentary by Julian Grainger

MEGA TREND 2: CONTENT EVERYWHERE(How a brand engages with technology)

Compiled with commentary by Julian Grainger

A battle between cable and wireless has increased the ability to connectCompiled with commentary by Julian GraingerSOURCE:Neilson and KPCB

Choice and quantity makes connecting cheap

Compiled with commentary by Julian GraingerSOURCE:IAB and Designers Toolbox

And we keep telling ourselves its ok

Compiled with commentary by Julian GraingerSOURCE:Nielson & AOP

For digital this means an attrition of consumer good will as view-ability and attention are fought with ad-blocking and skepticism

+nativeCompiled with commentary by Julian Grainger

SOURCE:Google Adsense & Pagefair

+viewability

MEGA TREND 3: FRAGMENTATION(How consumers engage with technology)

Compiled with commentary by Julian Grainger

The fragmenting customer experienceStoreStoreCall centreStoreMail orderWebsiteMail orderHigh street storeMall storeE-commerce WebsiteAmazon StoreCall centreSocialMobile webIntimateRemoteHigh street storeDigital in-storeMobile appMobile webE-commerce WebsiteAmazon StoreCall centreSocialMall storeMobile messaging1845, Tiffany's Blue Book1994, Amazon1993, Bloomberg1997, first mobile enabled Coca Cola vending machinesCompiled with commentary by Julian GraingerSOURCE:Julian GraingerThe consumer choice of where they buy has become more important than from whom

Fragmentation of purchase behaviours

Compiled with commentary by Julian GraingerSOURCE:Loft Nedsense, visual.ly, zeendo.com, inspiremartech.com The process is neither linear nor predictable

Consumer skepticism is rising

Compiled with commentary by Julian GraingerAccess to the past experiences of others online has made word-of-mouth global

Online reputation management is the new PRSOURCE:www.buildrepo.com and Searchengineland, vocus and dimensional research

For digital this means simple to access, simple to trial and simple to re-use

Invest in experiences as well as you invest in communications

Compiled with commentary by Julian GraingerSOURCE:Wideorbit

MEGA TREND 4: ACCOUNTABILITY

How consumers and brands get a return from fragmentation and innovation

Compiled with commentary by Julian GraingerSOURCE:Wideorbit

Zero-based budgeting

Zero-based budgeting means justification at every stage.

Activists investors pressure boards giving no room for bloated budgets.

JUSTIFY EVERY PENNY NO BUDGET ROLLOVERS.

Compiled with commentary by Julian Grainger

Centralised procurement, fewer suppliers with scale

Compiled with commentary by Julian GraingerSOURCE:TomFishbourne.com Everyone has a procurement group. Supplier choice is on a steady terminal decline.

Impression based buying squeezes creators

Compiled with commentary by Julian GraingerSOURCE:Appnexus, CHISOLM digital news report Everything cent of cost in programmatic supply chain is being squeezed for its worth. Every participant in the supply chain scrutinized for value.

Accountable formats

Compiled with commentary by Julian GraingerNative and standalone formats are are gaining ground. Interruptive formats with high waste may lose precedence.SOURCE: Econsultancy compendium and Sizmek

Quantified (accountable) self

Compiled with commentary by Julian GraingerAccountability is also pointing the way on how to better engage consumers with technology.SOURCE:Nike, Apple

Big DataEven industrial waste is used for accountability

Compiled with commentary by Julian GraingerSOURCE:raconteur.net

For digital this means branding with reach+ precisionCompiled with commentary by Julian GraingerSOURCE:IPG Media

Tensions between the trendsCompiled with commentary by Julian Grainger

Programmable advertisingContent agnosticEvery experience, every deviceReach + precisionCheap money

Content everywhere

Fragmentation

Accountability

InvestmentReturnPull mediaPush mediaBroadcastConsumer inputPersonalisationGeneralisationCompiled with commentary by Julian Grainger

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