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Eleven 2014 predictions #trends#media

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A digest of 2014 predictions published by the professional press in the media & technology areas. Enjoy the reading.

Publié dans : Marketing, Technologie, Business
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Eleven 2014 predictions #trends#media

  1. 1. 11 PREDICTIONS FOR 2014 #TRENDS#MEDIA A Havas Media Review – February 2014
  2. 2. Objectives • A digest of 2014 predictions in terms of: • • On & Off media consumption Technology • Digital • This document is based on various sources as: …
  3. 3. The context • Social media has been identified as a core channel of online marketing. • People are also moving to smaller networks to design more intimate social experiences or to share their interests with a like-minded community. Indeed, more photos are shared on Snapchat (400 million per day) than uploaded on Facebook. • Improvements have also been made in the field of high technology devices and software, as the arrival of XL smartphone screens (phablets) and flexible ones.
  4. 4. 1. The rise of Big Data ? • People continue to leave a high volume of data which should allow smarter targeting and create opportunities. • Data gathering could be more transparent and traded in exchange for specific products or services. • Creation of “digital bodyguard”, security software aimed to protect increasing personal clouds. • Rise of Smart Cities that interact a lot through mobile devices, connected billboards and even connected window displays to communicate about transportation, health care, lighting etc. Source: Microsoft.com, Levif.be, Venturebeat.com
  5. 5. 2. Social Media will evolve Social Media … • Will be increasingly visual (Instagram, Vine and Snapchat). • is not just for kids and teenagers. Notoriety impact can be unpredictable for businesses and leading figures: most politicians have a Twitter account. • could be TV’s best ally with social TV development. • Social media can strongly impact capital markets as Obama fake tweet did (Dow Jones dropped of 150 points). • Advertising through social media is growing and evolving, as Oreo created a buzz in 2013 with tweet during the Super Bowl 34 minute power cut. Source: Havas Sports & Entertainement, Bloomberg.com
  6. 6. 3. Social Sharing and Content Engagement Global social sharing engagement figures: and content • 70% occurs from a Windows desktop. • 57% occurs from an Android device. • 48% occurs &mobile). from Chrome (desktop • Facebook is still the leader in the most popular sharing method ranking with 26% of global sharing. Twitter is the 4th of the same ranking with 13%of global sharing after Adress Bar (19%) and Facebook “Like” (16%). • However, Facebook may not dominate the ranking for a long time, as its amount of content shared has dropped by 11% over the year, whereas Twitter one’s has increased of 3%. Source: Mediabistro.com
  7. 7. 4. Consumer Engagement increasingly stimulated • Rise of advertising interactions: with the Smart TV it will be possible to receive customized information in real time while a TV ad spot runs. • Gamification: use of game thinking and mechanisms in non-game contexts to engage users in Apps. • Barter marketing: development of the consumers’ social currency by implementing discounts and fringe benefits in exchange for tweets, likes and social mentions. • Social Media activities and advertising will be more linked to be closer to consumers. For example, Dunkin Donuts’ first-ever TV-ad was entirely made of Vine videos. • Lifestyle brands targeting younger demographics will try to implement new acts through the run of their marketing campaign as associating their image with rising singer stars. Source: Havas Sports & Entertainment, Meta-media.fr
  8. 8. 5. TV : more and more social, hardware quality will rise • Growth of subscription TV slowed. • Connected TV is skyrocketing. • TV could benefit from an alliance with social media. • Ultra High Definition will appear on TV via the internet and using Peer to Peer. • New screens quality four times higher than Full HD. Source: Meta-media.fr, Lesoir.be
  9. 9. 6. Social TV / Smart TV : Happy union? • On-demand internet streaming media providers as Netflix will rise as Smart TV will become the new standard. • Apple recently bought Topsy, a leader in Twitter analytics, in order to release something huge which will affect Social TV. • Facebook and Twitter will compete with each other in this industry. Source: Lostremote.com, Adweek.com
  10. 10. 7. Social TV will affect watching behavior • Binge-watching, also called binge-viewing, will spread as Netflix proved that broadcasting entire seasons online works. It consists in watching television for longer time than average. • Spins-of and series sequels will grow thanks to social TV. • Fans will be able to finance more and more (social) TV shows on platforms like Mobcaster and Kickstarter which raised funds to finance Veronica Mars released. • TV will bring producers closer to consumers through engagement. • TV will be about complementary screens and social interaction. Source: Lostremote.com, Meta-media.fr
  11. 11. 8. Online Marketing • Online Marketing still needs to improve to strengthen its place in the buying funnel. It is still far from the store buying experience. • Hyper-connexion has to be controlled in order to maximize profits thanks to Big Data: set the right promotion at the right place and the right moment. • Amateurs turn pro (as the creative toolset becomes more sophisticated, the creators’ talent grows). Brands are rightly jumping on the trend to benefit from a customer’s creation (ex: Lego developed their Movie Maker app for stop motions). Source: Havas Sports and Entertainment, Microsoft.com
  12. 12. 9. Mobile Marketing: it’s now ! (1/2) Key figures: • 90% of websites are globally not optimized for mobile platforms. • 45% of users declare they would not return to a site on their mobile phone if it is not optimized. • 45% of businesses still don’t have a mobile optimized site or App. • 63% of searches are now taking place on a mobile device. Source: Havas Sports and Entertainment
  13. 13. 9. Mobile Marketing: it is now ! (2/2) • Mobile advertising will drive the most viral and shared engagements. • Mobile devices will become the remote control of our life via electronic devices and will be extremely linked to social media. • Advertising income through mobile devices should double between 2014 and 2015. • By 2017, 66% of the world mobile data traffic will be video and online video production will account more than 33% of all online advertising spend. Source: Havas Sports and Entertainment, Pub.be
  14. 14. 10. Wearable Technology • Smart-watches are already available on the market and the smart-glasses are coming soon. • Every simple life product might potentially become smart as soon as the product is able to enhance human capabilities and/or to improve what is loved while automating what is not. • New wearable technology is relevant as soon as it can solve a human “problem”. Those devices should become “a natural extension of the person”. It should not require new behaviour or huge personal adaptation. Source: Microsoft.com, Venturebeat.com
  15. 15. 11. 3D Printers • 3D printing is now more accessible and more cost-effective. It will also respond to the customer’s need of personalisation. • 3D Printer market is about to skyrocket. A growth of 75% in 2014 and 200% by the end of 2015 has been forecasted. • Brands are starting to incorporate 3D printers into their campaigns in order to attract customers with the incentive of exclusivity. Source: Havas Sports and Entertainment, Venturebeat.com
  16. 16. Conclusion By 2020, there will be 75 billion of connected devices. Personal objects, home and everyday items will be smart to manage and optimize performance of health, finances, education, work and family. Google has bought 8 companies specialized in robotic and has invested hundreds of million dollars in research and development in this field. The company’s worldwide influence is getting stronger. Soon after the beginning of the 4G, improvements are already planned with the 5G. Regarding fast connexion, Li-Fi (connexion via light) will also be an interesting tool. To finish, one of the key to succeed in the coming years in most of the fields will be the Design because that’s what will make the difference in the customers mind.