DIGITAL MEDIA PITCHDIGITAL MEDIA PITCH5 TRENDS WorkshopKevin Lourens & Savannah Wally

Twitter: @nativeimc.native.co.za

WORKSHOP FOCUSWORKSHOP FOCUS

Trend 1: Media focusTrend 2: Digital skillsTrend 3: Impact of MobileTrend 4: Online Listening Trend 5: Measurement & ROI

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WORKSHOP STRUCTUREWORKSHOP STRUCTURE

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» SMS » Register

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» Question» Your answer» Customised “infographic”» Take out

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TREND 1

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SHIFTING MEDIA FOCUS

SHIFTING MEDIA FOCUS

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WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011? WHERE HAVE YOU INCREASED SPEND IN 2012 VS. 2011?

1. Paid traditional media2. Paid digital media3. Earned/ Owned media

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INCREASED MEDIA SPEND (2012 vs. 2011)

GLOBAL TRENDSGLOBAL TRENDS

*

* Fastest Growing

Source “Society of Digital Agencies Report 2012”

WHY THE SHIFT? WHY THE SHIFT?

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» Reach and rapid deployment» Measurable» Drive “Call to Action” and clicks» Relevance and targeting

KEY TAKEOUT KEY TAKEOUT

Media budgets indicate a significant shift from traditional to digital advertising, with a biggest focus on earned/owned content

Focus on building owned platforms to foster long term engagement and interaction with prospects

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TREND 2

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FOCUS ON SKILLS

FOCUS ON SKILLS

WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?

WHICH SKILLS WILL YOUR DIGITAL AGENCY/ BUSINESS INVEST IN THIS YEAR?

1. Measurement & analytics2. Content development 3. Mobile

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SKILLS PRIORITISATION(2012 vs. 2011)

Source “Society of Digital Agencies Report 2012”

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TAKE OUTSTAKE OUTS

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» Owned/Earned Media depends quality content – there is a demand for people who can create that content

» Mobile access is overtaking desktop internet access, therefore mobile skills are in high demand. Think “Mobile first”

» More data from more platforms means better analytics skills are required

TACKLING THE SKILLS SHORTAGETACKLING THE SKILLS SHORTAGE

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» Invest in training staff – marketers need to become digital

» Support industry initiatives to grow the overall skill base» Create working environments that will attract the best

digital talent

TREND 3

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MOBILE MARKETING

MOBILE MARKETING

WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?WHAT DO YOU MOSTLY USE MOBILE MARKETING FOR?

1. Purchase intent 2. Brand awareness3. Brand favorability

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MOBILE MARKETING OBJECTIVES (2012 vs. 2011)

GLOBAL TRENDSGLOBAL TRENDSSource “Insight Express 2011”

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KEY TAKE OUTS KEY TAKE OUTS

Mobile devices are the #1 Media Channel in South AfricaMost people are comfortable mobile adsMost mobile campaigns are currently focusing on brand awareness

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TREND 4

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LISTENING ON SOCIAL MEDIALISTENING ON SOCIAL MEDIA

WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS?

WHAT LEVEL OF UNDERSTANDING DO YOU HAVE ABOUT THE CONVERSATION HAPPENING AROUND YOUR BRAND/ BUSINESS? 1. Very little 2. We are using a few ad-hoc tools 3. We are reporting regularly to management

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LISTENING TO ONLINE CONVERSATIONS ABOUT YOUR BRAND/S?

GLOBAL TRENDSGLOBAL TRENDSSource “Alterian Eight Annual Survey 2011”

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» 50% of companies say their social media efforts are serious but not a core function;16 percent reward customers whose ideas they use;

» Only 16% claim that their companies’ listening and engagement initiatives are integrated with sales, marketing, and customer service;

» 64% incorporate customer feedback into products or services» 76% distribute customer feedback internally;» 31% are enhancing sales by offering incentive programs for

customers who engage online, including deals and discounts; and

» 70% percent of business-to-business executives use social media in decision-making processes.

KEY TAKE OUTKEY TAKE OUT

In social media listening is key, but a lot of marketers are still not listening effectively.

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TREND 5

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ROI & MEASUREMENT

ROI & MEASUREMENT

WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?WHAT IN YOUR VIEW PROVIDES THE MOST MEASURABLE ROI?

1. Traditional Media 2. Social Media 3. Search

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WHICH MEDIA PROVIDES MOST MEASURABLE ROI?

Source “ DMMA 2011”

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IMPRESSIONS

TRADITIONAL MEDIA

BOUGHT

EARNED

OWNED

MANAGED

OPTIMISATION

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IMPRESSIONS LANDING PAGES CONVERSIONSBOND

FULL MEDIA INTEGRATION MODEL

BOUGHT

EARNED

OWNED

MANAGED

OPTIMISATION OPTIMISATION

MARKETING HAS EVOLVED OVER THE PAST SEVERAL YEARS FROM A PRIMARILY CREATIVE DISCIPLINE TO A

HIGHLY ANALYTICAL, MEASURABLE AREA & SIGNIFICANT REVENUE GENERATOR.

THE PRESSURE ON MARKETER’S TO TRACK & MEASURE CAMPAIGNS IS EVER-INCREASING.

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KEY TAKE OUTKEY TAKE OUT

Search & Social are the most measureableIncreased focus on campaign ROIROI clarity will come from full media integration

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