2013 Trends :: Consumer : Media : Technology
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Our take on what's new and what's next in 2013.
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2013 Trends :: Consumer : Media : Technology
- 2. Consumer : Media : Technology 2013 Trends January 2013
- 3. 2013 – But first, some Punditry This will be the year of The Drop. We will drop social from social media as all media is social; we will drop digital and mobile from digital & mobile marketing as all marketing is digital and mobile … we are entering an era of integration and simplification as people want coherence, impact, joy, and help from people running brands - Jim Stengel
- 4. Five Trends for 2013 The Evolution of Social Screens Everywhere Mobile and Mobility Location: the new Context Virtual blends with Actual
- 5. Social - Evolution A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers
- 6. Social - Niche Networks Although no one is looking for the next “big” social network, people are willing to join smaller, more specialized, interest-based networks
- 10. Social - Personalization Facebook’s EdgeRank algorithm prioritizes content on each user’s wall and shows them the most relevant content to them.
- 11. Social – Cloaking/ Blocking People taking control of what they want to see – and who sees their personal details
- 12. Social – Alternate Brand Currencies Trading virtual goods, or offering rewards for specified consumer actions
- 13. Social – The Quantified Self An emerging practice of self-tracking using social media and technology as a tool of personal and social enlightenment and sharing.
- 14. Social - Pictures In an increasingly visual world, a picture can be worth a thousand words.
- 15. Social - Camera Ready Social media and increasingly pervasive HD drives a culture of Perfect Beauty. Innovations that enable a “camera ready” image are entering the market
- 16. Social – Instant Erase With the growth in photo sharing (and some potentially negative consequences), special apps are being created so that your risque photo will not be preserved for prosperity!
- 17. Social - Gamification Gamification - the use of game mechanics and game design techniques in non-game contexts - is an engaging ways to immerse consumers in brands.
- 18. Screens ... Everywhere 100ft 10ft 3ft 2ft 1ft High Definition and Touch screens are becoming all-pervasive
- 19. Screens Everywhere - Window Shopping New touch screen and gesture technology make it possible to shop and interact even when the store is closed.
- 20. Screens Everywhere - Tablets Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped will be a Tablet (Source: Gartner).
- 21. Screens Everywhere - Comfortable Computing Lean Back Lean Forward Comfortable TV Web iPad/Tablet Desire Seeking entertainment + Seeking information + Seeking experience Experience Watch + Read, engage + Touch, do Breakthrou Creativity + Interactivity + Effortless immersion gh TBD Tablets represent the “third era” in screen engagement
- 22. Screens Everywhere – Passive / Interactive Tablets can make a traditional passive media like TV interactive, social and transactional
- 23. Screens Everywhere – Asset Heavy to Asset Light From pay-for-ownership of physical assets in a fixed location, to on- demand, instant access anywhere paid for by advertising or subscription.
- 24. Screens Everywhere – Life is Beautiful New High-Definition screens can give print-like quality with the added benefit of backlighting, motion, interactivity and transaction
- 25. Mobile – One screen to rule them all … In 2013, mobile phones will overtake PCs as the most common Web access device worldwide
- 26. Mobile – Rapid Growth and Accessibility $9 5 $7 0 Smartphone penetration is not only growing rapidly but lower- cost devices are proliferating
- 27. Mobile – The “Everything Interface” Increasingly many aspects of people’s virtual and physical lives can be controlled by specialized mobile phone apps – effectively becoming a “remote control” for life
- 28. Mobile – Media Multitasking Screen-shifting and parallel consumption are making formerly passive entertainment interactive – enabled by internet enabled mobile devices and custom apps
- 29. Mobile – Frictionless Purchasing Mobile payment will no longer require typing or swiping, just a bump or a gesture
- 30. Mobile - Effortless Content Pre-digested or curated content helps navigate the boiling sea of information in a mobile-friendly format
- 31. Mobile - Facial Recognition Built-in Apps like Recognizr offer “Minority Report”-style opportunities for brads to offer personalized offers to consumers
- 32. Mobile - NFC Tags “Like QR Codes on steroids”. Easy ways for brands to provide downloadable information and transaction opportunities.
- 33. Mobile - Flexible Screens Increasingly flexible and thin screens increase mobile go-anywhere versatility
- 34. Mobile – Nomophobia / Juice Jitters “My phone is my fifth limb” – brands can offer utility to find phones or recharge.
- 35. Location The biggest shift in consumer behavior is guided by smart phones and all they enable – be it social, local or mobile. Time and location based media are growing.
- 36. Location – The New Context Not just what media is being consumed, but where the consumer is and what real world activity they are undertaking
- 37. Location – Maps and Mashups With the mobile phone becoming the new default for finding your way, it is also becoming the default for finding places, products, services and people near you now.
- 38. Location - Apps Foursquare Google Nike+ Where Places An array of (often free) apps are available to leverage digital maps and social recommendations to real world locale
- 39. Location - Geofencing Geofencing presents huge targeting opportunities and a new ability to interact with consumer near or at point of purchase.
- 40. Location – Mobile as In Store Medium Mobile is increasingly being used by shoppers for in-store reviews and price- checks. Marketers can deliver incentives in real time to affect the key moment of purchase.
- 41. Virtual to Actual With the advent of always-on and ubiquitous internet access, and ever- increasing digitization – our actual and virtual lives are starting to blend in to one.
- 42. Virtual / Actual – Digitized Reality Real world hybrids combine digital functionality with the palette of the physical world. Augmented reality is one facet of this.
- 43. Virtual / Actual – Real World Liking Technologies like RFID seamlessly combine with social media, empowering consumers to “Like” real world objects as well as digital or virtual ones.
- 44. Virtual / Actual - Everything is Smart Formerly dumb devices will be controllable by and offering feedback to Smart devices
- 45. Virtual / Actual - Tech Humanization Voice and gesture control means our technology will adapt to us rather than us adapting to it. Our digital experiences will be more intuitive and tech will take on a human persona
- 46. Virtual / Actual - Rematerializing Brands are creating physical products to enhance or embody the virtual digital lifestyle - so consumers can enjoy a tactile, tangible object as part of their digital consumption
- 47. Closing Thoughts • Give Social a chance to touch every part of your business • Explore niche communities/ content • Explore ways of adding geo-relevance • Make every communication interactive via mobile • Engage and reward our always-connected consumers
- 48. Food for Thought? Thank You francis.anderson@savannah-strategies.com
Notes de l'éditeur
- Path is a social networking-enabled photo sharing and messaging[1] service for mobile devices, launched in November 2010. The service aims to be a place where users can share with their close friends and family. [2] Dave Morin, Co-founder and CEO, says: “Our long-term grand vision here is to build a network that is very high quality and that people feel comfortable contributing to at any time.” [2] The company began with an iPhone application and a website and released an Android version later. The company competes with other social networks such as Instagram.[3] Based in San Francisco, California, the company was founded by Shawn Fanning and former Facebook executive Dave Morin.[4] Path's initial $2.5 million funding round[1] included Ron Conway, Index Ventures, First Round Capital, Ashton Kutcher, Kevin Rose, Marc Benioff, Chris Kelly, and others.[4] It subsequently raised $30 million in venture capital from Redpoint Ventures.
- Samsung Nation, powered by Badgeville, is a loyalty program offered on Samsung.com. The program includes gamification features such as leaderboards. Missions, a gaming feature useful in business environments, are used in Samsung Nation to guide users through multiple activities to complete specific collections.
- We are beginning what is bound to be the long slow shift out of printed content Extended convenience Enhanced presentation Ability to share
- Nokia Asha/ Viewsonic
- The intersection of location awareness, social media, and mobility is finally delivering the ability to target customers with incentives and coupons at the point of decision-making. This is compressing buying cycles and creating the need for more agile thinking and actions. But these tools are also providing a powerful way to listen to customers and understand trends and micro-trends as they pop up. “ We will see more marketers taking steps to buy quickly because that is the future of all media buying,” said Bonin Bough, vice president of global media and consumer engagements at food manufacturing giant Mondelez International, formerly Kraft Foods. Bough told CMO.com that organizations must be particularly aware of privacy issues, including how comfortable customers are with sharing their location data. “It’s not entirely clear how all of this will pan out, but there’s no doubt that marketers will be at the center of the dialogue,” she said.
- SEE THE WORLD AS A VIRTUAL ART GALLERY WITH THIS APP Beer brand Becks plans to turn everyday locations into works of art with its new augmented reality app. As part of its Green Box Project, Becks continues to commission independent talent in art, design, music and fashion and have their works scattered across the city. Each work would often be represented by a large Green Box and can only be seen using a special app which can be downloaded on smartphones and devices. Currently, Becks global art project has planted 30 Green Boxes globally, including New York, Miami, LA, Rome and Milan. Not all artworks will be represented by a Green Box. Just the other day, app users who held up their device in front of the Statue of Liberty in New York were surprised to see large red flames coming from the momument’s torch.
- Radio-frequency identification ( RFID ) is the use of a wireless non-contact system that uses radio-frequency electromagnetic fields to transfer data from a tag attached to an object, for the purposes of automatic identification and tracking. Some tags require no battery and are powered and read at short ranges via magnetic fields (electromagnetic induction). Others use a local power source and emit radio waves (electromagnetic radiation at radio frequencies). The tag contains electronically stored information which may be read from up to several meters (yards) away. Unlike a bar code, the tag does not need to be within line of sight of the reader and may be embedded in the tracked object. RFID tags are used in many industries. An RFID tag attached to an automobile during production can be used to track its progress through the assembly line. Pharmaceuticals can be tracked through warehouses. Livestock and pets may have tags injected, allowing positive identification of the animal. Since RFID tags can be attached to clothing, possessions, or even implanted within people, the possibility of reading personally-linked information without consent has raised privacy concerns.