deepfocus-2013outlook

7/30/2019 DeepFocus-2013Outlook

http://slidepdf.com/reader/full/deepfocus-2013outlook 1/32



page 2 2013 The Deep focus DigiTal & social MarkeTing ouTlook

Copyright ©2013 by Deep Focus, Inc. All rights reserved.

The third-party content, trademarks and service marks contained herein are the property and responsibility o their respective owners.




Foreword: Advancing Digital Marketing in 2013 .....................................5

Foreword: The Year o Engaging Content ......................... ...................... 7

Outlook ....................................................................................................8

1. Building Digital Reach.....................................................................9

2. Content & Social Creative in a Newseed World .........................11

3. Native Advertising vs. Display .....................................................12

4. Engagement .................................................................................13

5. The Newseed War ......................................................................15

6. Mobile First Marketing .................................................................17

7. Competing with User-Data Dominance ........................ ................18

8. Return o Brand Websites ............................................................19

9. Rise o Experiential & Digital Marketing .......................................20

10. Gestural & Traditional Interaces ................................................2111. Facebook vs. YouTube in the Video War ............ ........................ 23

12. Mobile Social & TV Second Screen ........................ ....................25

13. New Prominence o Social-Driven Email ....................................27

14. Crossover Technologies .............................................................28

15. Streaming Video & TV ................................................................29

About Deep Focus ................................................................................30

Contributors ..........................................................................................31

contents




Feel

comFortablebeing uncomFortable

foreword




2012 was rather eventul, to say the least; and inormation about those

events traveled aster than ever beore. As a species, we have never

been more connected to people, places, and things than we are now.

And now, we have to continually rethink the ways and speeds at which

we, as marketers, connect with consumers.

As marketers, we need to eel comortable being uncomortable, as con-

sumer behaviors change more requently. But one truth does seem to

be emerging—digital and social media has converged. Keeping “digital”

and “social” in separate silos will prevent you rom achieving your 2013

marketing goals. Thanks to the growth in usage requency o social net-

works and a dependence on mobile devices, consumers are spending

more time with social media than any other orm o digital media. The

intelligence we gather rom social interactions should inorm the way we

reach people with all orms o digital media, and we may very well experience the best results when all

orms o digital media lead to meaningul social interactions.

As 2013 arrives, we’ve identied what we believe are some o the most important (and actionable)

developments or you to consider and actor into your marketing planning or the upcoming year—the

year that digital and social media become permanently enmeshed.

foreword

advancing digital marketing in 2013

ian SchaFerceo & f




exploit the

conFluence oFmobile, Social and

content marketing

foreword




2012 saw an amazing infection point in digital marketing. Marketers,

agencies and the media recognized that doing the same old digital (and

traditional) marketing the same old way wasn't going to work anymore.

As peoples’ behavior in mobile and social matured to a point where

the rst thing many people do when they wake up in the morning is

check Facebook on their phone, marketers realized that they needed to

nally gure out a way to make content that can be eective on such

platorms, not more ads. And not just any content—the kind that can

carry their brand message in today's most important media: the media

between people. So, savvy marketers and their agencies retooled them-

selves to lead in this new context and became the rst to make good on

the promises o “brands as publishers.”

But in 2013, smart content marketing won’t be an option or a nice-to-

have. It will be critical. Marketers that don’t nd ways or their brand's

voices to be heard authentically in social and mobile will nd them drowned out in traditional mediachannels, including digital display advertising.

In act, the confuence o mobile, social and content marketing may be the single most important thing

to watch this year.

There are ways to not only succeed among these trends, but to build your brand exploiting them. So to

help, we've collected the most important things to watch out or in digital marketing this year. As you

read this report, we hope you get as excited about the year ahead as we are.

foreword

the year of engaging content

ken kraemere c d




$8.9billionexpected global

Social media ad Spending in 2013*

*eMarketer




The Briefing. As brands have built up

the size o their social media channels

over the last ew years, many have ne-

glected to make the same investment in

content. In 2012 those that did saw it pay

o. In 2013, others will catch up. In 2012,

we saw that the right social media acquisi-

tion strategy, in conjunction with the right

content strategy yielded even more than

engagement—it yielded reach. As more

people turn to their social eeds rst, es-

pecially on mobile devices, the opportunity

exists to actually reach more o the right

people with social media programming

than with display advertising. In act, 2013

will likely be the year that more people ac-

cess social platorms through their mobile

devices than any other device, so “reach”

and “mobile” will no longer be mutually

exclusive. The best content will become

the best social ads, and a preerred place

or marketers to spend their advertising

dollars.

The success o a brand in its social media

channels will be how much meaningul

engagement can be generated organi-

cally—through an audience—rather than

at them through mostly meaningless (and

ignored) display ad impressions. To ascer-

tain success, measurement must continue

to improve at both the primary (platorm),

secondary (technology), and tertiary (ser-

vice) levels.

Social media channels are in various

stages o maturity with their ad products,

but they are generally all heading in this

direction, as advertisers avor reach with

their advertising plans, and engagement

with their marketing strategies. Platorms

that can nd the right intersection o the

two will be the most appealing to advertis-

ers, and advertisers that can spot those

opportunities rst will be ahead o the

game.

The PiTfall. Don’t treat the buying o

social media advertising in the same way

you would treat the buying o display ad-

vertising. The creative unit within the best

social media advertising is your content.

Keep the creation, publishing, and promo-

tion o content as close to each other as

possible. This will allow you to learn—and

act—quickly, getting the most out o your

content and advertising.

The OuTlOOk

social platforms will become the primary digital

reach mechanism for the savviest of brands1




335%average lift in

virality oF viSual branded content

on facebook over other content*

*Deep Focus Moment Studio data




2The OuTlOOk

the era of the newsfeed will bring further

creative innovation to branded content

The Briefing. 2012 saw a ast and

urious adoption o a new kind o brandedcontent—socially-optimized microcontent .

Sitting somewhere in the overlap between

product shots, print ads, memes and your

sister's wedding photos, this new orm

o creative trickled (and then fooded) into

newseeds as brands posted them in

hopes to compete with the highly visual

personal content most people fock to

social networks or. Pioneers like Oreo,

Pepsi (a Deep Focus client) and Skittles

ound ways to integrate their brand mes-sages into bite-sized chunks with hopes

they could earn many more impressions

than they buy. Sometimes, the content

was successul. Some o it no one saw.

But it changed how marketers have to

think about social creative, permanently.

And it was brought about by a single

goal: get into the newseeds o as many

target consumers as possible, winning the

edgerank and platorm game wherever

possible. Furthermore, last year saw a

greater number o news eeds and greater

time spent with them. These eeds needto be, well, ed.

As brands and agencies get better and

better at developing socially-optimized cre-

ative, we will see a renaissance o beauti-

ul visual work in 2013 reminiscent o the

heyday o print advertising. From design

to original phtography to typography, crats

seldom celebrated in digital will resurge

as brands tell their stories, one image at

a time, in ultimately sharable ways. But itwon't be easy. To succeed, marketers will

need to nd and establish operations mod-

els that allow them to rapidly generate this

content in near-real time, or partner with

agencies that have creative newsroom

models that create an always-on fow o

such content. Social content has a shel

lie o minutes, as compared to months

and quarters o traditional digital creative.

Further, brands will need to nd a way to

walk the line between production value

and social authenticity by ocusing onproducing work based on social insights to

help ensure anity (and sharing) o each

creative.

Lastly, the at-times cute microcontent

produced to date will be orced to mature

as such content atigues and consumers

demand (and share) resher and more

interesting content. Brands that optimize

their content or engagement will win

here.

The PiTfall. Don’t simply create mini-

ads or your products that pedantically

ollow a calendar o obscure holidays. Find

your brand’s social voice and tone and

social point o view (its reason or exist-

ing in social). Regularly mine solid insights

about what will be most interesting and

thus most shared by your ollowers and

ans and create your content accordingly

around an editorial calendar.




The Briefing. In a race to squeeze the most out o

the perormance o display advertising, more and more

inventory will be bought “programmatically”—or through

the use o technology to automate the buying process

and improve the results. In a world where “clicks” are the

goal, this makes sense.

But we’re also in a world where advocacy should be

every bit the measure o success; meaning that “impres-

sions created” should be just as important o a metric.

I people are spending most o their digital time on sites

without traditional display ads (Facebook, Twitter, Tumblr,Pinterest, etc.), than we need to re-think our buying ap-

proach to those platorms. That means placing more o a

ocus on the “native” ad ormats (advertising that takes

advantage o a platorm in the context o how consumers

are actually using it—not merely “advertorial” content)

that work best on those platorms. Usually, this means

using media dollars to increase the reach o a brand’s

most engaging content. In other words, once a brand

sees that people are responding well to its published

content by sharing it, the brand can spend its dollars mak-

ing sure that happens more

oten. As more platorms’

ad products (eg. “Promoted

Tweets” and “Promoted

Posts”) mature, the op-

portunities will be more

plentiul. This will be one o

the dynamics that urther

eliminate the silos between

digital and social media.

And as social media eeds

contine to dominate mobile screen time, ads that arenative to eeds will be seen the most on mobile devices.

You may not be able to buy the same amount o “native”

ads as display ads, but the end result will be more earned

impressions vs. clicks that don’t even lead to a purchase.

The PiTfall. Don’t use intuition to identiy the best

perorming content, and don’t wait too long to identiy it,

either. Use real-time intelligence and data to stay close to

the content, and avoid putting too much space and time

between the people publishing the content, and those

promoting it.

The OuTlOOk

native advertising will soar as a percentage

of digital ad spend while display will become

completely commoditized & automated3

3expected growth

of 2013 native ad spendingover display*

*eMarketer




The OuTlOOk

engagement will get its due as a

critical marketing metric4

The Briefing. This one is a little obvious, but we had

to say it. Engagement, as a concept and a KPI, has been

much maligned as a uzzy idea that has at best indirect

impact on marketing results and is used only to justiy

social marketing trends. 2013 is the year that engage-

ment gets its due and marketers can substantiate what

we’ve known or a while (we did used to call ourselves

The Engagement Agency, ater all).

A ew developments have made both building and

measuring engagement clearly more important. For one,

Facebook provided more tools in 2012 or understanding

the impact and reach o posts, providing such metrics as

virality and reach on a post and aggregate basis. Reach,

in particular, gives marketers language and understanding

common with traditional marketing tactics (e.g., TV and

Print) that can help them gain broader buy-in across their

organizations. Further, studies by Facebook, Neilsen and

others have begun to prove the impact o engagement on

such traditional metrics as brand anity.

Coming into 2013, marketers have the data they need

that prove what engagement can do—rom building brand

anity to unlocking meaningul reach. And, remem-

ber, great engagement gets you more engagement as

algorithms like Facebook’s EdgeRank reward publishing

content users like.

This year, successul marketers will push agendas that

drive engagement, including continually evolving publish-

ing, sponsoring digital strategies and tactics that pas-

sively or actively earn engagement, and creating amazing

creative that begs to be shared and engaged with.

The PiTfall. Avoid creating content solely or engage-

ment’s sake. Instead, create content that is engagement-

optimized, meaning it is authentic and matches your

ollower base’s expectations and tastes and is true to the

brand. Stunty one-os that may get you great response in

the short term can hurt you in the long term, as algo-

rithms like EdgeRank punish you or lack o consistency.




1300%growth of instagram

as of year end 2012Since Facebook acquiSition*

*Appdata & Deep Focus




5

The Briefing. December saw Instagram

the ocus o public attention or the rst

time since its acquisition by Facebook. A

change to the platorm’s terms o service,

designed to give brands greater access

to users’ images, saw celebrities and

amateur snappers threatening to shut their

accounts.

Consumer reaction aside, the change was

interesting or two reasons:

Firstly, it was indicative o a platorm

preparing to rapidly improve its oering

or advertisers. In the light o the recent

launch o Tumblr’s ‘A-list’ program (o

which Deep Focus is a partner), and

rumors o new ad products rom Pinterest

in 2013, we can see a resh group o plat-

orms preparing to quickly move rom be-

ing consumer avorites, to being advertiser

staples. Where previously these channels

were places or marketers to pilot new ap-

proaches and test capabilities, in 2013 we

see them building out the sales, support

and analytics capabilities to allow them

to become a core part o brands’ channel

planning.

Secondly, Instagram’s TOS change shows

they’re ollowing their parent company’s

lead in targeting users eeds as the home

o new ad products. The ocus on getting

access to consumers’ images only makes

sense i they’re to be used in the context

or which they were originally intended.

There’s no intention to turn Instagram into

a UGC Getty Images.

Paying to boost the reach o your own

posts, and the posts o other users that

are relevant to your brand has been the

The OuTlOOk

the newsfeed war will wage on as platforms

adopt pay for feed placement models

core o Facebook’s evolving approach to

media, and the same will be true o Insta-

gram and other content-ocused sites.

So or 2013 we see the eed as the ocus:

an increasing number o platorms will

build their scale and capabilities around

the content streams they deliver to their

users. And, consequently, we could see

a prolieration o a revenue model that

requires brands to pay or their content to

appear in those eeds.

The PiTfall. Don’t mistake a large num-

ber o ans, ollowers or subscribers or a

large audience. Yes, they’re a prerequisite.

But to reach them reliably, you may have

to pay. How much? Well that depends on

the quality o your content, communica-

tions and campaigns.




31%portion of smartphone users who report

mobile aS preFerred Shopping method*

*Mashable & Hightable.com




The OuTlOOk

'mobile first' approach will not only apply

to design, but marketing strategy as well

The Briefing. “Mobile First” has

been a web design rallying cry or some

time now, reerring to the idea that user

experience, graphic design and techni-

cal architecture development processes

should ocus on mobile browsers rst and

then elaborate those designs to desktop

browsers.

In 2013, “Mobile First” will need to be the

rallying cry or not only web design, but or

all digital marketing and strategy. Trends

overwhelmingly suggest that mobile is

not only the astest growing marketing

opportunity, but the least properly utilized.

When looking at how the average mobile

ad dollar is distributed, the current norm

is 49% to search, 33% to display, 12%

to SMS/MMS (or, as we think o i t, spam)

and 6% to video.* So marketers to date

have put 82% o their mobile budgets

into low quality ormats that do little or

no brand building on the platorm that is

expected to become the leading digital

platorm in three years.

Further, newseed consumption repre-

sents a signicant portion o mobile activi-

ties. For instance, recent estimates show

that more than 60% o both Facebook and

Twitter content is now consumed on mo-

bile devices. The prevalence o newseed-

based content consumption like these

explodes the importance o mobile ar

beyond apps, display and search ads.

This year, savvy brands will double down

on their newseed-based, owned content

publishing eorts as an eective and e-

cient way to reach consumers in highly

targeted ways through both paid and

earned tactics. Further, successul market-

ers will integrate mobile experiences into

their bries on day one, ensuring that how

consumers experience their brand in their

hand is a driving consideration, not an

aterthought.

The PiTfall. Avoid relying solely on

search and display—the most commonly

sold mobile products – as you orm your

mobile strategy. Boosting relevant—and

even location-aware—content through

established social platorms can be ar

more eective.

6

*Mashable & Hightable.com




30%decrease in cost per lead resulting from

*TechCrunch and Facebook

facebook's custom audience ads that rely on rich

The Briefing. I your mom ever told you “nothing’s

ree,” she knows more about social media than youthought she did. The pressure to monetize social media

platorms is being applied most publicly to Facebook, but

Zuck isn’t the only one getting the squeeze. Since plat-

orms can’t get revenue directly rom their users, many

are essentially selling their users.

Facebook is way ahead o the game in terms o prompt-

ing user behavior and compiling user data that can drive

ad revenue. Twitter, and more recently Tumblr, have ad

products designed to help brands surace content that

data indicates is eective on an engagement and impres-

sions basis. Where these platorms all behind Facebook

is in providing data about exactly who is seeing and

engaging with brand content.

Facebook went through some undamental structural

changes that allowed it to start sourcing user data—Twit-

ter and Tumblr are acing the same challenges, so in 2013

we expect to see them grapple with new ways to solicit

more complete inormation rom their users. While they

may not literally orce their users to enter inormation like

age, location, and education, perhaps the platorms will

explore ways to incentivize their communities to volun-

tarily report basic details about themselves.

We don’t anticipate all social platorms to begin massive

community data mining operations, though. Reddit was a

surprise standout platorm in 2012, with the Obama AMAdemonstrating the untapped potential o what remains

o social’s wild west. The unmasking o inamous Reddit

troll Violentacrez, on the other hand, demonstrated that

the platorm is at best unenthusiastic about stockpiling,

much less soliciting, personal inormation rom its com-

munity.

The PiTfall. As social platorms dive deeper into the

personal details o their community members, brands

need to balance new abilities to leverage this data with a

rising public sense o unease with these perceived

“intrusions.”

The OuTlOOk

social platforms will vie to compete with facebook’s

user-data dominance7

facebook data*




The Briefing. For the past ew years, many brands

have turned their resources and attention to building

out tactics on Facebook that would have been tradition-

ally been placed on a brand website. Much o this was

in order to drive social activity. We would be lying i we

didn’t admit that bureaucratic and technical issues also

played a role. The Facebook tab allowed brands to side-

step the politics and legacy CMS issues that came along

with updating a website. It provided a level o agility and

responsiveness when it came to developing interactive

tactics that their .com sites couldn’t oer.

We see this trend reversing as we move orward into

2013. Whatever advantages building out tactics on

Facebook brought with it have rendered decreased in

signicance in the last year. Facebook’s redesign last

year moved away rom the tab structure and reduced

the visibility o tactics into which brands had invested so

heavily. Additionally, more people than ever are accessing

Facebook through their mobile device (on which tabs are

not automatically supported).

The inherently social interactive tactics will still have a

home on Facebook but we see brand websites returning

to prominence as marketing teams are more selective

about what get’s executed in a Facebook tab.

We believe this is a positive trend. Facebook is a great

tool but it’s not a panacea or every marketing challenge.

The PiTfall. Just because something lives on your

brand website or a microsite doesn’t mean it can’t or

shouldn't be social. Social plumbing via generally available

APIs, implemented properly and cleverly, can take a quiet,

unvisited site and give it valuable lie.

The OuTlOOk

brand websites will make a comeback as

facebook tabs continue to lose luster8




The Briefing. With the opportunities

presented by a summer Olympics, 2012was always going to be a banner year or

experiential and sponsorship marketing.

It’s an area we see growing in value or

digital channels through 2013 as demo-

graphics, devices and content combine to

make events and experiences even more

important. In terms o demographics, the

growing importance o Millennials is key

or understanding this trend. They’re a

group that’s commonly portrayed as valu-

ing experiences over possessions, and as

they mature and gain purchasing power,

campaigns are increasingly refectingtheir attitudes and behaviors. This means

brands ocusing on exclusive access,

incredible gatherings, or campaigns that

involve real-world activation.

In the context o sponsorship, this re-

newed ocus on the value o experience

combines with another shit in behavior

we’ve highlighted—mobile devices be-

coming the key point o contact between

brands and consumers. It means ever

increasing opportunities to activate on the

ground and then reach a much larger on-line audience. It’s an approach that’s been

growing in popularity over the past couple

o years, but with mobile now the primary

ocus o many social channels, 2013 will

be the year it gains critical mass.

Taken together we see these trends

reinorcing the role o experiential and

sponsorship as an integral part o digital

marketing. Social channels need valuable,

share-worthy content, and events provide

ample opportunity to create it at low

incremental cost. So, in 2013, brands thathave pioneered the sponsorship-centered

approach online, such as Red Bull, will

cease to be outliers.

The PiTfall. Don’t miss the opportunity

to create content rom what may seem to

simply be ‘ofine’ activities. Even i there’s

no way to use digital on the ground, there

are pictures, videos and stories to be

captured, which can eed online channels

hungry or content.

9The OuTlOOk

the changing demands of demographics and devices will

make experiential a key part of digital marketing

8,000,000peak concurrent viewers of the

red bull StratoS jump

*Forbes




10The Briefing. Anyone who has seen a child instinctive-

ly take to a touch screen device recognizes that there’s

something primal about the tactile experience that gestur-

al interaces oer. Anyone who has seen that same child

get rustrated when a computer monitor doesn’t work the

same way knew it was only a matter o time beore touch

screens were integrated into laptops and desktops.

The release o Windows 8 late last year with its touch-

screen integration brought gestural interaces to themainstream personal computer. Combined with the

prolieration o mobile devices and tablet devices like the

iPad, Kindle Fire, and Google Nexus, this means that the

number o people using touch-screen devices is skyrock-

eting

This doesn’t mean point-and-click is going away. Not by a

long shot. A Pew Research Report rom October o last

year ound that nearly 25% o Americans had a tablet

device o some kind. But 77% o those tablet owners

indicated that they also use a laptop/desktop computer to

do similar activities.

The OuTlOOk

gestural interfaces will become as

commonly used as point and click schemas

This makes sense. Gestural interaces are great or ull-

screen experiences where the user is ocused on a single

activity, such as reading. Point-and-click remains ideal or

productivity applications, particularly ones that involve

switching between multiple windows.

The choice o which type o interace to optimize or

comes down to knowing the target audience and what

task needs to be accomplished. In that sense, not much

in experience design has changed.

The PiTfall. Don’t ignore the prolieration o touch-

screen devices but don’t orget about traditional point-

and-click. Both need to be accommodated.

50%number of americans withinternet access via

tablet or Smartphone*

*Pew Internet Research




50number of videos youtube hostsover Facebook*

*ComScore




The Briefing. 2012 began with Google putting into

action it’s $100m commitment to content development

—launching partnerships where homegrown sensations,

celebrities or studios would be given $1-5m to produce

videos or YouTube’s ‘Original Content’ channels.1

By November the results were mixed—the program will

continue or 2013, but most o the participants (60-70%)will be cut.2

At the same time Google was re-assessing it’s approach

to content, Facebook was releasing details o orthcoming

video products to a select group o advertisers. It seems

that early next year we’ll see 15sec auto-play ads in

newseeds, along with the possibility o new video tools

or ordinary users.3

So, is 2013 the year Facebook really takes on YouTube in

video?

In terms o the raw numbers, there shouldn’t be any

competition; Google sites (mainly consisting o YouTube)

see nearly 100x as much time spent watching videos as

Facebook.4 However, there’s reason to believe that Face-

book can mount a credible challenge to Google, at least in

terms o UGC, even i it doesn’t come out on top.

Firstly, the simple act that Facebook is launching video

ad units means a renewed ocus on driving viewership.

The media opportunity makes less sense i the behavior

isn’t ingrained with users (and video viewership on Face-

book has actually declined recently,5

so something needsto change). Secondly, Facebook’s success with photos

shows just how weak the platorm is or video, and

makes this area a logical next step or development.

It really is an important growth area or next year. As

smartphones’ video capabilities improve, the volume o

user-generated video will increase. And with YouTube

having launched a dedicated smartphone camera app in

December,6 Facebook can’t aord to cede this ground

completely.

The PiTfall. Don’t treat Facebook’s new video units likeother display media. Videos need to drive interaction and

orm part o your ongoing content plan or the channel.

This isn’t an easy thing to do, as video requires much

greater time and investment than image or text posts.

The OuTlOOk

2013 will see a new focus on video as facebook and

youtube fight for viewer attention

11

SourceS

1 http://www.reuters.

com/article/2011/10/29/

idUS381630960920111029

2 http://econsultancy.com/uk/blog/11101-

is-google-s-youtube-original-content-

push-ailing

3 http://adage.com/article/digital/

acebook-preps-bring-video-ads-news-

eed/238825/

4 Comscore data, Deep Focus analysis

5 http://techcrunch.com/2012/10/29/

comscore-u-s-internet-users-watched-

39-billion-online-videos-in-september-

number-o-viewers-down-slightly-rom-

august/

6 http://techcrunch.com/2012/12/17/

google-launches-dedicated-youtube-vid-

eo-camera-app-or-iphone-and-ipad-touch/




45%

22%portion of tablet owners who

portion of smartphone owners who

Shop on their tablet While Watching tv*

Shop on their Smartphone While Watching tv*

*Nielsen Social Media Report 2012




The OuTlOOk

mobile social & tv will continue their romance,

providing some brand opportunity

The Briefing. It is hard to deny: TV is

better with social media, and particularly

Twitter. Ask any Twitter user who watched

the Olympics, the Presidential Debates

or the Republican National Convention

(you can even ask our CEO, the man

behind @InvisibleObama) and you’ll hear

how ollowing and posting with par-

ticular hashtags during those telecasts

made them unnier, more exciting, more

interesting, more galvanizing. And Nielsen

conrms it in their Social Media Report

2012 wherein they report that 38% o

smartphone owners and 44% tablet

owners visited a social networking site

via their device while watching TV. It’s air

to say that the second screen is a critical

one, especially or marketers paying mil-

lions o dollars or prominent placement

on the rst screen.

We expect these trends to continue to

advance in 2013. But we also expect it to

continue to be tough going or brands to

be part o these trends. Most o what is

being discussed in social during broad-

casts is entertainment or news content,

and not necessarily the advertisements

that appear during breaks (despite the

desperate inclusions o watermarked

hashtags in TV ads).

However, Nielsen does oer some en-

couragement: 15% o smartphone users

and 24% o tablet users report having

looked up product inormation or an ad

seen on TV, with 12% and 22%, respec-

tively, reporting having sought coupons

or deals or products advertised on TV on

their device. Further, a ull 33% o active

Twitter users report having tweeted about

12

*Nielsen Social Media Report 2012

TV-related content. So there is both user

desire and meaningul scale.

There’s opportunity or marketers to in-

crease the ROI o their marketing by creat-

ing integrated campaigns that use TV to in-

spire and drive to digital and social, where

consumers can connect more deeply with

the brand and products, or a potentially

longer duration. There is also opportunityhere or markets that create branded

broadcast entertainment to engage more

deeply via social media.

The PiTfall. There is no harm in tagging

your TV ads with hashtags or “Find us on

Facebook” calls to action, but it is unlikely

that those tactics will perorm. A specic

and realistic call to action that someone

might actually want to do will perorm

better.




4 10number of email messagesread on a mobile device*

*Return Path: Bi-Annual Mobile Email Report, Dec 2012




The Briefing. For a ew years now

Social CRM has been seen as a major op-

portunity or companies looking to revital-

ize their approach to relationship manage-

ment. So ar brands have yet to make real

progress in this area, but 2012 did at least

see heavyweight CRM developers invest-

ing in social tools (Vitrue going to Oracle in

May and Buddy Media going to Salesorce

in June). I nothing else, this sort o invest-ment should mean that more capabilities

are likely to be available to clients in 2013.

Alongside these new alliances, two

thoughts remind us o the power o email

as we look at 2013:

Firstly, many marketers’ neglect o email

as a mobile channel is likely to change

next year. At the end o 2012, we saw

mobile clients become the most popular

means o consuming email, with our

in ten messages now being opened on

smartphones and tablets. Indeed, with

an increasing ocus on developing mobile

capabilities, it’s surprising that email,

the medium with the longest role within

mobile marketing, hasn’t been seen as amore important part o the mix. That’s go-

ing to change this year.

Along with using email or developing a

strong mobile presence, we see 2013

as the year that customer data increas-

ingly unlocks the value o social. Email &

CRM data are vital both or building the

eciency with which we can prole and

reach our audiences and or demonstrating

the value o that work by tying interactions

back to sales and customer acquisition.

An increasing number o social channels,

including Facebook, are now including the

use o email data as part o their platorm

capabilities. With rapid advances in this area

in 2013, the proper integration o email and

social has never been closer.

The PiTfall. Avoid siloing email away

rom your other digital activity. In 2013

we’ll see increasing opportunities to inte-

grate CRM data, display retargeting and

social channels to build eective online

campaigns, all o which will require good

integration between social and email.

The OuTlOOk

email will gain new prominence as the

development of social channels depends on

access to customer data13




The Briefing. Even as YouTube has

continued to invest in its Partner Program,

many o those partners are learning that

while they may be getting unded, they

may not be getting marketed. YouTube

has proven to be a great distribution andhosting platorm, but a challenging promo-

tional platorm. Some have been ailing,

while a handul o them have proven to be

quite successul. But successul in online

video terms has yet to be comparable to

successul by TV standards—broadcast or

cable.

A lot o that has to do with the majority

o the streaming o this content happen-

ing asynchronously, on multiple devices.While this may be the uture o all video

content, advertisers love the synchronous

reach that TV oers. YouTube’s Partners

(like Machinima, Revision 3, Bedrocket,

and many others) have not delivered

the TV kind o numbers, even though

individual episodes may have Cable-type

viewership. They also haven’t become

pop-cultural stalwarts like TV program-

ming has. Without the “big

hit,” YouTube’s Partners will

be delivering reach, rather

than truly premium adjacency

– and that reach will pale in

comparison to TV.

The tipping point may be

reached, however, by better

integration into the living

room. Thanks to the proliera-

tion o Smart TVs, Xboxes,

and Apple TVs, more online content is

being watched on a big screen. This will

become a normal way o viewing content.

It may not be in 2013, but it will likely

take a new product—like an actual AppleTV—to make it truly “normal” and achieve

the reach o more traditional TV program-

ming. Advertisers will then have to adjust

to asynchronous consumption, as live TV

programming becomes more scarce, and

thereore, more expensive.

The PiTfall. Don’t simply shop rom

a current list o top YouTube channels to

advertise within. Also, i you’re brand-

building, don’t just ask currently success-

ul YouTube content creators to create

custom content or you—it’s a quick way

to reach their audience, but the same cre-ators are creating content or lots o other

brands too—it’s getting cluttered. Instead,

seek to develop partnerships with the

channels and YouTube Partners that best

align with your brand, and the ones you

believe best hold the most promise or the

next ew years. Go long. It will be worth it

i you choose well.

The OuTlOOk

we will not see broadcast scale video consumption

until apple or xbox releases a better tv product

15

30%growth of the use of tv

to stream video in 2012*

*YuMe | Emerging Growth Opportunities for Connected TV and Advertisers, December 2012




about deep focus contact us

Deep Focus is the digital agency or the

social age—an age where connections are

the new impressions and stories shared

between riends are the most powerul

marketing tactics. Our passionate experts

work together to devise digital programs

that allow us to integrate our clients’

brands into peoples’ lives at the perect

moment or greatness to happen.

So we’ve built an agency that crats digi-

tal, social, mobile and content marketing

around authentic social insights —insights

that come rom real conversations with

real human beings had through our com-

munity management work. These insights

drive everything we do.

We’re proud to be stewards o some o

the world’s avorite brands. And that pride

shows in our work—we perect every

pixel, every post, every plan. We can’t

help it, because everything we create

is made with love. Sound over the top?

Maybe. But it’s the best word we could

nd to describe our dedication to market-

ing done great.

Web: www.deepocus.net

Twitter: @DeepFocus

@DFMomentStudio

www.acebook.com/WeAreDeepFocus

Email: [email protected]




contributors

IAN SCHAFERFOUNDER & CEO

Ian Schaer is CEO and Founder o Deep

Focus and is one o advertising’s most

infuential voices in interactive marketing

and social media. An avid technologist, Ian

blogs at www.ianschaer.com and can be

ollowed on Twitter at www.twitter.com/

ischaer.

KEN KRAEMEREXECUTIVE CREATIVE DIRECTOR

Ken Kraemer is ECD at Deep Focus,

leading creative, technology and socialcommunications. A leader in creating

smart, eective digital marketing, Ken has

worked on some o the world’s oremost

companies in pioneering what it means to

be a digital brand. Ken can be ollowed at

www.twitter.com/kk4i.

ED MCLARNONSTRATEGIST

Ed leads digital strategy or a number o

the agency's clients. Prior to joining Deep

Focus he was based in London where

he held account handling and planning

roles within Engine, Deep Focus's parent

company.

TOPHER BURNSSENIOR COMMUNICATIONS MANAGER

Topher Burns is a Senior Manager o

Social Media Communications at DeepFocus. He is ascinated by social as an

opportunity to balance the warm intrica-

cies o human communication with cruel

hard numbers. Prior to Deep Focus Topher

worked in PR, helping to launch major

organizations like Zurich Financial Services

and NASA’s SETI Institute on social media.

DAVID IRONSLEAD USER EXPERIENCE STRATEGIST

David Irons has more than a decade o ex-

perience applying the principles o usabil-

ity, inormation architecture, experience

strategy and interaction design to solving

marketing and communication challenges.



page 32 2013 The Deep focus DigiTal & social MarkeTing ouTlookwww.deepocus.net | twitter @deepocus

deepfocus-2013outlook

Documents