Download - Kepios Future Forces 2016
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@ESKIMON • FUTURE FACTORS1
FUTURE FORCESTECHNICAL INNOVATIONS THAT WILL SHAPE THE FUTURE OF MARKETING
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@ESKIMON • FUTURE FACTORS4
FUTURE FORCES1. DON’T SHOOT THE MESSENGER
2. ACCESS DENIED3. MAGIC MOMENTS
4. STAYING IN CONTROL5. AUGMENTED INTELLIGENCE
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@ESKIMON • FUTURE FACTORS5
1DON’T SHOOT
THE MESSENGER
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@ESKIMON • FUTURE FACTORS6
DATA IN WE ARE SOCIAL’S ONGOING DIGITAL REPORTS REVEAL CRITICAL CHANGES IN DIGITAL BEHAVIOURS
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@ESKIMON • FUTURE FACTORS7
+1% +14%
7.45 3.63
+21%
2.67
+28%
4.80
+27%
2.44
GLOBAL DIGITAL SNAPSHOTSEP2016
A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
BILLION BILLION BILLION BILLION BILLIONURBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33%
INTERNETUSERS
TOTAL POPULATION
ACTIVE SOCIAL MEDIA USERS
UNIQUE MOBILE USERS
ACTIVE MOBILE SOCIAL USERS
*SOURCE DATA CORRECTION
*
• SOURCE: WE ARE SOCIAL’S DIGITAL IN 2016 REPORT
YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH
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@ESKIMON • FUTURE FACTORS8
ACTIVE SOCIAL USERS BY PLATFORMSEP2016
A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
1,712
1,000
1,000
899
806
652
555
500
313
300
300
FB MESSENGER
QZONE
TUMBLR
SKYPE
BAIDU TIEBA
• SOURCE: WE ARE SOCIAL’S DIGITAL IN 2016 REPORT
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@ESKIMON • FUTURE FACTORS9
BIT.LY/DSM2016YBBIT.LY/DSM2016DI
CLICK TO DOWNLOAD WE ARE SOCIAL’S FREE REPORTS:
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@ESKIMON • FUTURE FACTORS10
BUT WHAT DOES ALL THIS DATA TELL US?
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@ESKIMON • FUTURE FACTORS11
WE WILL SEE MOBILE MESSENGERS OVERTAKE SOCIAL NETWORKS TO
BECOME THE WORLD’S MOST ACTIVE SOCIAL MEDIA WITHIN 18 MONTHS.
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@ESKIMON • FUTURE FACTORS12
WHY ARE CHAT APPS SO POPULAR?
CONVERSATIONS FLOW MORE NORMALLY
NO ANNOYING INTERRUPTIONS
MORE NATURAL
FEWERADVERTS
LESS DEMANDING ON DATA PLANS
CHEAPERTO USE
NO NEED TO POST REGULAR UPDATES
LESSPRESSURE
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@ESKIMON • FUTURE FACTORS13
BUT THIS SHIFT TO MOBILE MESSENGERS HAS SERIOUS IMPLICATIONS FOR MARKETERS
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@ESKIMON • FUTURE FACTORS14
MOBILE MESSENGERS CHANGE SOCIAL’S RULES
NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S
SOCIAL DISCUSSIONS
FEW OPPORTUNITIESFOR BRANDS TO
INSERT THEMSELVES
PRIVATECONVERSATIONS
HARDER TOADVERTISE
LIKES AND FOLLOWERS MATTER FAR LESS THAN
ORGANIC WORD-OF-MOUTH
NEW METRICSOF SUCCESS
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@ESKIMON • FUTURE FACTORS15
CRITICALLY, A ‘BOOSTED CONTENT’ APPROACH WON’T WORK IN A MESSENGER-CENTRIC MODEL
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@ESKIMON • FUTURE FACTORS16
SO WHATDO WE DO?
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@ESKIMON • FUTURE FACTORS17
TREAT SOCIAL MEDIA ENGAGEMENT AS THE OUTCOME OF GREAT MARKETING,NOT AS JUST ANOTHER VANITY METRIC TO BE BOUGHT FROM MEDIA OWNERS.
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@ESKIMON • FUTURE FACTORS18
WE NEED TO USE EVERY ELEMENT OF OUR BRANDS’MARKETING MIX TO INSPIRE ORGANIC CONVERSATION
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@ESKIMON • FUTURE FACTORS19
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
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@ESKIMON • FUTURE FACTORS20
2ACCESSDENIED
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@ESKIMON • FUTURE FACTORS21
WELL OVER HALF OF THE WORLD’S INTERNET USERS HAVE USED AD-BLOCKING TOOLS
• SOURCE: GLOBALWEBINDEX, Q2 20-16
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@ESKIMON • FUTURE FACTORS22
MOST INTERNET USERS HAVE USED AD-BLOCKERS68
%66
%65
%64
%64
%63
%63
%63
%62
%61
%61
%60
%59
%58
%58
%58
%58
%58
%57
%57
%56
%56
%56
%55
%55
%54
%54
%53
%53
%51
%49
%49
%47
%46
%28
%
CH
INA
POLA
ND
CAN
ADA
IND
IA
SOU
TH A
FRIC
A
MAL
AYSI
A
USA
PORT
UG
AL
SPAI
N
PHIL
IPPI
NES
GER
MAN
Y
AVER
AGE
VIET
NAM
HO
NG
KO
NG
FRAN
CE
SWED
EN
RUSS
IA UK
MEX
ICO
SIN
GAP
ORE
THAI
LAN
D
TAIW
AN
IND
ON
ESIA
AUST
RALI
A
ARG
ENTI
NA
BELG
IUM
UAE
IREL
AND
TURK
EY
ITAL
Y
SAU
DI A
RABI
A
BRAZ
IL
SOU
TH K
ORE
A
NET
HER
LAN
DS
JAPA
N
• SOURCE: GLOBALWEBINDEX, Q2 2016; PERCENTAGES REPRESENT INTERNET USERS WHO HAVE EVER USED AN AD-BLOCKER.
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@ESKIMON • FUTURE FACTORS23
NEARLY THREE-QUARTERS OF US DELETE COOKIESSO THAT WEBSITES WON’T BE ABLE TO REMEMBER US
• SOURCE: GLOBALWEBINDEX, Q2 2016
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@ESKIMON • FUTURE FACTORS24
WHY ARE SO MANY PEOPLE BLOCKING ADS?
ALMOST ALL INTERNET ADVERTISING AIMS TO
DISTRACT US FROM WHAT WE’RE TRYING TO DO
WAITING FOR THIRD-PARTY AD SERVERS SLOWS PAGE
LOADING AND DELAYS OUR ACCESS TO CONTENT
FOCUS SPEEDAD-SUPPORTED CONTENT MAY BE FREE, BUT PEOPLE HAVE TO PAY FOR DATA IN
ORDER TO RECEIVE ADS
COSTTHE VAST MAJORITY OF
INTERNET ADVERTISING IS DIRE: IT’S POOR QUALITY, UNINTERESTING RUBBISH
INTEREST
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@ESKIMON • FUTURE FACTORS25
INTERRUPTIONIS CORRUPTION
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@ESKIMON • FUTURE FACTORS26
IF WE DON’T ACT SOON, AD-FUNDED MEDIA WILL DISAPPEAR, AND WE WON’T BE ABLE TO ADVERTISE
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@ESKIMON • FUTURE FACTORS27
SO WHATDO WE DO?
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@ESKIMON • FUTURE FACTORS28
WE NEED TO CREATE MARKETING THAT PEOPLE CARE ABOUT – ACTIVITIES THAT ADD VALUE TO THEIR LIVES
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@ESKIMON • FUTURE FACTORS29
THE THINGS THAT PEOPLE WORRY ABOUT, THAT STOP THEM
GETTING TO SLEEP AT NIGHT
THE THINGS THAT PEOPLE CAREABOUT, THAT WAKE THEM UP EVEN
BEFORE THEIR ALARM GOES OFF
PROBLEMS PASSIONS
ADDED-VALUE MARKETING ADDRESSES:
OR
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@ESKIMON • FUTURE FACTORS30
WE CAN ACTIVELY DELIVER THIS VALUE THROUGH ALL OF OUR BRANDS’ MARKETING, NOT JUST WHEN PEOPLE
BUY OUR PRODUCTS OR SERVICES
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@ESKIMON • FUTURE FACTORS31
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
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@ESKIMON • FUTURE FACTORS32
3MAGIC
MOMENTS
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@ESKIMON • FUTURE FACTORS33
TODAY’S DIGITAL TOOLS FINALLY ENABLE USTO SOLVE AN AGE-OLD MARKETING PUZZLE
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@ESKIMON • FUTURE FACTORS34
THE RIGHT MESSAGETO THE RIGHT PEOPLEIN THE RIGHT PLACEAT THE RIGHT TIME
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@ESKIMON • FUTURE FACTORS35
HOW NEW TECHNOLOGY MAKES THIS A REALITY:
THE ABILITY TO IDENTIFY THE SPECIFIC PERSON WE’RE
ENGAGING ACROSS MANY DIFFERENT CHANNELS
THE ABILITY TO PREDICT WHAT THAT PERSON
WANTS, NEEDS OR DESIRES AT ANY GIVEN MOMENT
INDIVIDUALIDENTIFICATION
PRESCRIPTIVEANALYTICS
THE ABILITY TO DELIVER OPTIMISED, PERSONALISED
MARKETING IN THE BEST MOMENTS AND PLACES
DYNAMICDISTRIBUTION
THE ABILITY TO INTERACT WITH EACH AND EVERY ONE OF THESE INDIVIDUALS, BUT
ALSO DO SO AT SCALE
INTERACTIVITYAT SCALE
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@ESKIMON • FUTURE FACTORS36
HOWEVER, WE’RE WASTING THE POTENTIAL OF THESE TOOLS BY TOTALLY IGNORING CONTEXT
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@ESKIMON • FUTURE FACTORS37
MOTIVATIONS
LOCATIONSVS
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@ESKIMON • FUTURE FACTORS38
(IF WE’RE STILL INTERRUPTING PEOPLE, WE STILL HAVEN’T IDENTIFIED THE RIGHT TIMES AND PLACES)
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@ESKIMON • FUTURE FACTORS39
SO WHATDO WE DO?
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@ESKIMON • FUTURE FACTORS40
PLAN MARKETING AROUND RELEVANT MOMENTS IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
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@ESKIMON • FUTURE FACTORS41
USE THESE POWERFUL NEW TECHNOLOGIES TO UNDERSTAND WHERE AND WHEN THESE MAGIC MOMENTS OCCUR, NOT MERELY TO
DELIVER MORE TARGETED INTERRUPTIONS
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@ESKIMON • FUTURE FACTORS42
4STAYING INCONTROL
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@ESKIMON • FUTURE FACTORS43
WE’RE ON THE VERGE OF A REVOLUTION IN THE WAY WE CONTROL TECHNOLOGY
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@ESKIMON • FUTURE FACTORS44
50% OF SMARTPHONE USERS SURVEYED BY ERICSSON EXPECT SMARTPHONES TO DISAPPEAR WITHIN 5 YEARS
• SOURCE: ERICSSON CONSUMERLAB
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@ESKIMON • FUTURE FACTORS45
(R)EVOLUTION IN DIGITAL INTERFACES
WE’LL SEE MANY MORE INTERFACES THAT BUILD ON THE SUCCESSES OF APPLE’S SIRI AND AMAZON’S ECHO
THE TECH IN MICROSOFT’S KINECT AND NINTENDO’S
WII WILL EVOLVE TO POWER NEW KINDS OF DEVICES
VOICECONTROL
MOTIONSENSORS
DEVELOPMENTS SUCH AS TOBII WILL ALLOW US TO
CONTROL DEVICES DIRECTLY WITH EYE MOVEMENTS
EYETRACKERS
WE’LL SOON BE ABLE TO CONTROL DEVICES DIRECTLY
WITH OUR THOUGHTS USING A ‘BRAIN INTERFACE’
THOUGHTCONTROL
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@ESKIMON • FUTURE FACTORS46
THE REVOLUTION IS COMING FASTER THAN MOST MARKETERS ANTICIPATE, AND MOST AREN’T READY
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@ESKIMON • FUTURE FACTORS47
!
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@ESKIMON • FUTURE FACTORS48
WE’LL SPEND FAR LESS TIME LOOKING AT SCREENS, SO TODAY’S MARKETING PARADIGM WILL BE IRRELEVANT
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@ESKIMON • FUTURE FACTORS49
WE NEED TO FUNDAMENTALLY RETHINK ADVERTISING’S PURPOSE AND BUSINESS MODEL IF WE’RE TO REMAIN RELEVANT IN A WORLD POWERED BY THESE INTERFACES
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@ESKIMON • FUTURE FACTORS50
SO WHATDO WE DO?
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@ESKIMON • FUTURE FACTORS51
WHEN NEW INTERFACES ARRIVE, LOOK FOR NEW WAYS TO ADD VALUE, NOT JUST TO DELIVER ADS
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@ESKIMON • FUTURE FACTORS52
MARKETING NEEDS TO FOCUS MORE ON UTILITY, AND LESS ON ENTERTAINMENT AND DISTRACTION
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@ESKIMON • FUTURE FACTORS53
5AUGMENTED
INTELLIGENCE
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@ESKIMON • FUTURE FACTORS54
‘PRESCRIPTIVE ANALYTICS’: USING DATA TO IDENTIFY PEOPLE’S NEEDS AND BEHAVIOURS IN ADVANCE
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@ESKIMON • FUTURE FACTORS55
PRESCRIPTIVE ANALYTICS ARE INFLUENCING EVERY ASPECT OF OUR LIVES, OFTEN WITHOUT US NOTICING
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@ESKIMON • FUTURE FACTORS56
THESE ‘ALGORITHMS OF LIFE’ ALREADY INFLUENCE:
ALGORITHMS IN SOCIAL MEDIA SELECT WHOSE
POSTS WE SEE, SHAPING OUR RELATIONSHIPS
SUGGESTION ENGINES (‘PEOPLE ALSO BOUGHT’) SHAPE AWARENESS AND INFLUENCE PURCHASES
WHO WETALK TO
WHATWE BUY
THE ALGORITHMS BEHIND DRIVERLESS CARS WILL
SOON INFLUENCE WHERE WE GO AND WHAT WE SEE
WHEREWE GO
STOCK TRADING SYSTEMS DETERMINE SHARE PRICES, IMPACTING OUR SAVINGS
AND OUR SALARIES
HOW MUCHWE EARN
ALGORITHMS IN DATING APPS PLAY A KEY ROLE IN
DETERMINING WHO WE MEET, DATE, AND MARRY
WHO WEMARRY
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@ESKIMON • FUTURE FACTORS57
BUT WHY ARE WE ALLOWING ALGORITHMSTO TAKE OVER SO MUCH OF OUR LIVES?
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@ESKIMON • FUTURE FACTORS58
HOW ALGORITHMS ADD VALUE TO OUR LIVES
WE CAN’T EVALUATE SO MANY OPTIONS;
ALGORITHMS HELP TO FOCUS OUR OPTIONS
WE STRUGGLE TO MAKE INFORMED CHOICES ABOUT COMPLEX OR
CONFUSING SUBJECTS
TOO MANYCHOICES
LACK OFCONFIDENCE
WE WANT TO ‘DELEGATE’ LOWER-VALUE AND LOWER-
INTEREST TASKS
IMPROVEDEFFICIENCY
WE WANT MORE OF THE THINGS WE LIKE;
ALGORITHMS HELP US FIND THEM
SEARCH FORINSPIRATION
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@ESKIMON • FUTURE FACTORS59
HOWEVER, THIS RELIANCE ON ALGORITHMS ISN’T JUST SHAPING INDIVIDUAL ACTIVITIES
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@ESKIMON • FUTURE FACTORS60
THESE TOOLS ARE FUNDAMENTALLY CHANGING THE WAY WE FORM PREFERENCES AND MAKE DECISIONS
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@ESKIMON • FUTURE FACTORS61
A DRAMATIC CHANGE IN DECISION INFLUENCES
FOR THE MAJORITY OF HUMAN EXISTENCE, THE PEOPLE WE KNEW AND INTERACTED WITH HAD THE GREATEST INFLUENCE ON CHOICE
FOR THE PAST 150 YEARS, MASS-MEDIA JOURNALISM & ADVERTISING
TOOK OVER AS THE GREATEST INFLUENCE ON PEOPLE’S CHOICES
SOCIALCIRCLES
MEDIACOVERAGE
VERY SOON, THE DATA COLLECTED, PROCESSED AND SHARED BY OUR DEVICES WILL BECOME THE MAIN
FACTOR IN OUR DECISION-MAKING
TECHNICALPROCESSES
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@ESKIMON • FUTURE FACTORS62
AS A RESULT, FUTURE BRAND SUCCESS WILL DEPEND ON HOW WELL WE CAN INFLUENCE THE ALGORITHMS
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@ESKIMON • FUTURE FACTORS63
MARKETING TO THE MACHINES
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@ESKIMON • FUTURE FACTORS64
SO WHATDO WE DO?
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@ESKIMON • FUTURE FACTORS65
WE’LL NEED TO ADD NEW SKILLS THAT ENABLE US TO UNDERSTAND & INFLUENCE THESE NEW ‘AUDIENCES’
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@ESKIMON • FUTURE FACTORS66
WE ALSO NEED TO START PLANNING FOR MACHINE-TO-MACHINE SOCIAL – THE ‘SOCIAL WEB OF THINGS’
• SOURCE
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@ESKIMON • FUTURE FACTORS67
FUTURE FORCES1. DON’T SHOOT THE MESSENGER
2. ACCESS DENIED3. MAGIC MOMENTS
4. STAYING IN CONTROL5. AUGMENTED INTELLIGENCE
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@ESKIMON • FUTURE FACTORS68
IT’S ALLCOMING...
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@ESKIMON • FUTURE FACTORS69
IT’S UP TO YOU TO TURN IT ALL TO YOUR ADVANTAGE...
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@ESKIMON • FUTURE FACTORS70
5 TIPS
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@ESKIMON • FUTURE FACTORS71
SOCIAL MINDSET
SOCIAL MEDIANOT
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@ESKIMON • FUTURE FACTORS72
ADD VALUE
ADVERTISEDON’T
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@ESKIMON • FUTURE FACTORS73
MOMENTS
MEDIANOT
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@ESKIMON • FUTURE FACTORS74
UTILITY
DISTRACTIONNOT
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@ESKIMON • FUTURE FACTORS75
EMOTIONAL
RATIONAL
TECHNICAL
&
&
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@ESKIMON • FUTURE FACTORS76
LET’S CONTINUE THE CONVERSATION: @ESKIMON
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@ESKIMON • FUTURE FACTORS77
SIMON KEMP
@ESKIMON
+65 9146 5356
KEPIOS.COM