DYNAMIT :: Must Know Trends for 2013

Digital Trend #1
CONVERGENCE OF THE
CMO & CTO

Remember the old school IT guy?

And the marketing department that focused on
big ideas?

Those days are gone. Responsibilities have gotten
a little muddy.

“By 2017, the CMO will spend more on IT than
CTOs will. *Laura McLellan, Gartner

IT Spending Marketing is increasingly relying on technology to accomplish it’s goals as high-tech marketing
grabs a larger portion of the marketing budget.
Sources: Gartner, Blue Kai Infographic
DYNAMIT :: Must Know Trends for 2013

Marketers depend on data for just 11% of all
customer-related decisions *CEB

Ad Spend 2011 U.S. Ad Spend vs. Customer Time Spent
43%
40%
29%
23%
22%
16%
11%
9%
6%
1%
TV Print Web Radio Mobile
Ad Spend Per Media Time Spent Per Media
Sources: VSS, Mary Meeker (KPCB),
comScore, Alexa, Flurry Analytics
DYNAMIT :: Digital Opportunities in 2013

“In the future, we believe that a modern CIO-CMO
partnership will shape the success of the enterprise”
*Forrester

“The technology and marketing functions need to extend
beyond alignment and start togap between IT and Marketing
Steps to bridging the function like a single team
focused on the customer. *Forrester

“The technology and marketing functions need to extend
beyond alignment and start to function like a single team
focused on the customer.” *Forrester

Start hiring data gurus and statisticians

Tackle Digital Governance.

IT: Tackle Projects in Smaller Chunks

Digital Trend #2
MOBILITY

Opportunity 1
MOBILITY
Worldwide smartphone shipments continue to soar, with
a 42% year-over-year growth in 2012
*IDC

Opportunity 1
49.5%
MOBILITY
Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all
computers shipped will be a tablet.
*Gartner

Opportunity 1
MOBILITY
In 2013, mobile phones will overtake PCs as the
most common Web access device worldwide.
*Gartner

We’re now accessing the web from many devices

Smartphone Penetration 2011 U.S. Ad Spend vs. Customer Time Spent
And progressing from a “Lean Forward” mode...
Sources: VisionMobile Mobile
Megatrends 2012
DYNAMIT :: Digital Opportunities in 2013

to a “Lean Back” mindset.

Smartphone Penetration 2011 U.S. Ad Spend vs. Customer Time Spent
Sources: VisionMobile Mobile
Megatrends 2012
DYNAMIT :: Digital Opportunities in 2013

Important Mobile Considerations for 2013

“The Future Isn’t About Mobile; It’s About Mobility”
- David Armano

Put Strategy before Mobile Tactics

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Think in terms of CONTEXT.

And stop saying, “Mobile users won’t do that!”

Digital Trend #3
MOBILITY=
INFORMATION, SELF
QUANTIFIED
CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screen
sizes and devices.

Sensors are everywhere

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
70% of American Adults are “Self-Trackers”
*Pew Internet
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
Responsive Web Design is here, but we’ve still got
a long way to go.

Opportunity 1
MOBILITY
How will this impact business?
Source: Innovation-Alliance.net

Opportunity 1
MOBILITY
Open APIs will present many opportunities
Source: Innovation-Alliance.net

Opportunity 1
MOBILITY
Are you targeting self-trackers?

Digital Trend #4
MOBILITY=
INFORMATION,
FRAGMENTATION
CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screen
sizes and devices.

The true power of social media lies beneath the surface.

Opportunity 1
MOBILITY
We’re experiencing a ripple effect as conversations
progress to many niche communities

Opportunity 1
And users move to more personal and relevant
MOBILITY
communities

IT: Tackle Projects in Smaller Chunks

IT: Tackle Projects in Smaller Chunks

IT: Tackle Projects in Smaller Chunks

Opportunity 1
MOBILITY
Internal Social Platforms (like Jive) are changing the way
organizations work.

Lowe’s realized $1Million in additional revenue from a new way of selling paint that
came from an employee’s idea that was shared and vetted through an internal
social collaboration system. *Forbes

It’s very important that you develop a comprehensive
strategy...

Focused on niche communities and niche content.

Give social a chance to touch every aspect of your business.

Use new CRM tools to help monitor and measure
conversations.
*Image source: SalesForce

Digital Trend #5
MOBILITY=
INFORMATION,
LOCATION
CONVENIENCE &
SOCIAL
All served up on the go, across a variety of screen
sizes and devices.

“91% of National Brands plan on maintaining or increasing budget
on local marketing. *Balihoo Research

US Mobile Ad Spending Projections:
"Mobile advertising, it grew from an almost insignificant category to a now
meaningful category in under two years” - David Silverman PWC

“By 2015, companies that focus on integrated processes for local
marketing enablement will increase revenue by 15-20%.”
- Gartner, 2012

“By 2015, companies that focus on integrated processes for local
marketing enablement will increase revenue by 15-20%.”
- Gartner, 2012
Location is the New Context

Google relies heavily on location

Apps like Waze are finding new ways to target consumers.

Geofencing presents huge targeting opportunities.

“We decided that rather than try to create behavior, we would take the behavior
that was already there and just help people do it more easily,”
- CMO, Dewayne Chambers

Passbook creates an easy way to integrate loyalty programs
with localization capabilities.

“Location isn’t just about offering a deal when a customer is near a retail
outlet. It’s about understanding the tapestry of data that customers create
over time. Fail to listen (and respond) at your own peril.”
- John Battelle, battellemedia.com

THANK YOU