mega trends of digital disruption
TRANSCRIPT
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Megatrends that drive digital change
Why digital advertising and media will keep disrupting for another generation
Compiled with commentary by Julian Grainger
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THERE ARE 4 UBIQUITOUS TRENDS IMPACTING DIGITAL CONTENT AND MEDIA
Compiled with commentary by Julian Grainger
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MEGA TREND 1: CHEAP MONEY(How investors engage with technology)
Compiled with commentary by Julian Grainger
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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/
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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
Compiled with commentary by Julian Grainger
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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
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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/
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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
Compiled with commentary by Julian Grainger
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MEGA TREND 2: CONTENT EVERYWHERE(How a brand engages with technology)
Compiled with commentary by Julian Grainger
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A battle between cable and wireless has increased the ability to connect
Compiled with commentary by Julian GraingerSOURCE:Neilson and KPCB
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Choice and quantity makes connecting cheap
Compiled with commentary by Julian GraingerSOURCE:IAB and Designers Toolbox
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And we keep telling ourselves it’s ok
Compiled with commentary by Julian GraingerSOURCE:Nielson & AOP
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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
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MEGA TREND 3: FRAGMENTATION(How consumers engage with technology)
Compiled with commentary by Julian Grainger
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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
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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
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Consumer skepticism is rising
Compiled with commentary by Julian Grainger
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
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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
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MEGA TREND 4: ACCOUNTABILITY
How consumers and brands get a return from fragmentation and innovation
Compiled with commentary by Julian GraingerSOURCE:Wideorbit
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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.
Compiled with commentary by Julian Grainger
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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.
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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.
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Accountable formats
Compiled with commentary by Julian Grainger
Native and standalone formats are are gaining ground. Interruptive formats with high waste may lose precedence.
SOURCE: Econsultancy compendium and Sizmek
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Quantified (accountable) self
Compiled with commentary by Julian Grainger
Accountability is also pointing the way on how to better engage consumers with technology.
SOURCE:Nike, Apple
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Big DataEven industrial waste is used for accountability
Compiled with commentary by Julian GraingerSOURCE:raconteur.net
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For digital this means branding with reach
+ precision
Compiled with commentary by Julian GraingerSOURCE:IPG Media
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TENSIONS BETWEEN THE TRENDS
Compiled with commentary by Julian Grainger
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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
Compiled with commentary by Julian Grainger