Download - Mega trends of digital disruption

Megatrends that drive digital change

Why digital advertising and media will keep disrupting for another generation

Compiled with commentary by Julian Grainger

THERE ARE 4 UBIQUITOUS TRENDS IMPACTING DIGITAL CONTENT AND MEDIA


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


CorporatisationIn 2014, 147 companies

controlled 40 per cent of

total wealth

They need somewhere to stick their cash

Compiled with commentary by Julian GraingerSOURCE:http://www.forbes.com/sites/bruceupbin/2011/10/22/the-147-companies-that-control-everything/

Slowdown 2.0

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

First Japan in the ‘90’s 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-1453156359


Cheap money means investment and there is plenty of choice for innovation

Compiled with commentary by Julian GraingerSOURCE:http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp

For digital media this means programmable marketing.

It has only just begun

Compiled 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 money

Look 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 disruption


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


A battle between cable and wireless has increased the ability to connect

Compiled 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 it’s 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

+native

Compiled with commentary by Julian GraingerSOURCE:Google Adsense & Pagefair

+viewability

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


The fragmenting customer experience

Store

StoreCall centre

Store

Mail order

Website

Mail order

High street store

Mall store

E-commerce Website

Amazon Store

Call centre

Social

Mobile web

Intimate

Remote

High street store

Digital in-store

Mobile app

Mobile web

E-commerce Website

Amazon Store

Call centre

Social

Mall store

Mobile messaging

1845, Tiffany's Blue Book

1994, Amazon

1993, Bloomberg1997, first mobile

enabled Coca Cola vending machines

Compiled with commentary by Julian GraingerSOURCE:Julian Grainger

The 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


Access to the past experiences of others online has made word-of-mouth global

Online reputation management is the new PR

SOURCE:www.buildrepo.com and Searchengineland, vocus and dimensional research

http://www.buildrepo.com/

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 budgetingZero-based budgeting means justification at every stage.

Activists investors pressure boards giving no room for bloated budgets.

JUSTIFY EVERY PENNY – NO BUDGET ROLLOVERS.


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 it’s worth. Every participant in the supply chain scrutinized for value.

Accountable formats


Native and standalone formats are are gaining ground. Interruptive formats with high waste may lose precedence.

SOURCE: Econsultancy compendium and Sizmek

Quantified (accountable) self


Accountability 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

+ precision

Compiled with commentary by Julian GraingerSOURCE:IPG Media

TENSIONS BETWEEN THE TRENDS


Programmable advertising

Content agnostic

Every experience, every device

Reach + precision

Cheap money

Content everywhere

Fragmentation

Accountability

Investment Return

Pull media

Push media

Broadcast

Consumer input

PersonalisationGeneralisation
