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Rafael Sulit, Director of US Brand Marketing
Presentation to The University of Rhode Island PRSSA
April 1, 2014
@RaffyInNY #NationalGrid
Staying one step ahead:
connecting with customers across all their experiences

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Tonight’s themes
 Everything is digital and going mobile
 Staying one step ahead
 Channel mix

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Everything is digital and going mobile

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Technology enablement
Source: “To Grow, an Agency Breaks Down Walls,” May 8, 2011, http://www.nytimes.com/2011/05/09/business/media/09adco.html?_r=1&,
“As for describing R/GA as digital,
everything is digital now and
disrupted by technology.”
Bob Greenberg
Chairman, Global Chief Creative Officer
R/GA

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The consumer is digital
Gadget galore
Daily digital dose
Mobile mania
TV?
Source: “Shift In Advertising—The Digital Culture,” ‘The Digital Consumer Report’ by Nielsen,
http://adcultureblog.wordpress.com/2014/02/27/shift-in-advertising-the-digital-culture/, February 27, 2014

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Human curiosity is digital
Source: http://searchengineland.com/search-market-share-frozen-overall-query-volume-down-179841, November 2013, includes computer (work and home)
and mobile devices; “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™);

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Ad spend shift is going digital
 Online
 Video
 Banners?
 TV?

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Social is becoming “traditional”

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All experiences will be mobile

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Shift in mobile preference
Source: “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™); Growth rates are YA.
 Smartphones
 Tablets
 Mobile web page views
 M-commerce

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Definition of mobile is evolving
Source: “Wearable Tech Is The New Social,” March 9, 2014, http://www.adweek.com/news/technology/wearable-tech-new-social-sxsw-156203 “Smartphones are
fading. Wearables are next.” March 19, 2014, http://money.cnn.com/2014/03/19/technology/mobile/wearable-devices/
#Wearables

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Staying one step ahead
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What was once new…
—not just for young
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-29 30-49 50-64 65+
2008
2010
2013
Socialusers(%ofinternetusers)
Source: MRY

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Embracing change in utilities

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Attract tomorrow’s customers
Who is the next Gen ____?

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Adapt or fail

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Channel mix

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Don’t be emerging just to be that

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Behavioral shift in our industry
Conversational

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National Grid “Stay Connected”
(Click on visual to launch video in slideshow) (Click on visual to launch video in slideshow)

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National Grid #TBT

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#GridCentral

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In closing
 ANTICIPATE
 CHANGE
 CREATE
 STAY ONE STEP AHEAD

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Sources to stay one step ahead
Gary Vaynerchuk
@garyvee
David Berkowitz
@dberkowitz
Mary Meeker’s
annual presentation
on Internet trends

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Thank you!
(Click on visual to launch video in slideshow)