8
DigiMarketing Shift:
A defining topic for a generation of marketing
Three Eras of Digital Marketing
90’s
00’s
10’s
New & Experimental
Mass & Mainstream
Source: GroupM TYNY Summer 2019
India Ad Spend
India Ad Spend
2019
TV Internet Radio Newspaper Magazines Outdoors 38.5% 0.6% 2.0% 47.2% 4.3% 7.4%
2019f
41.6% 4.5% 4.8% 40.7% 2.4% 5.6%
Predominant & Pervasive
Global Ad Spend
$500 Billion
Global Ad Spend
2019
TV Internet Radio Newspaper Magazines Outdoors 41.5% 4.3% 6.5% 26.1% 15.4% 6.0%
The Global User Base
Source: internetworldstats/
The Digital Device Shift
1 Million new devices connected daily
The Digital Device Shift
Toward 10 Billion
Source: Mobile Apps Worldwide Forecast 20192019
Branded Utility Proliferation
Nike, Becks, Smirnoff, Tiger beer & Adidas help you to find activities around your location Once a quarter
Source: eMarketer 2019, EdisonMedia Research 2019, MRI 2019, Nielsen Media Research 2019, NeoOgilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report, eMarketer Jun 2019 "Online Ad Spend Bounces Back" and Forrester Dec 2019 "Understanding the Changing Needs of the US Online Consumer"
Once a week
North Face provides you with the latest Snow reports
NIVEA tells you what sun lotion you should use

Consumer Organizing Principle - PUC
Participation
A continued lag, an under-invested market
Marketers Still Lag Consumers
The Marketing Confidence Gap
% Consumer Time Spent Online % Advertising Dollars Spent Online
DigiMarketing Imperatives
01
From P-O-E to P-U-C
Marketer Organizing Principle - POE
Paid
Owned
Earned
Consumer Organizing Principle - PUC
Participation
Utility
2019f
43.7% 18.6% 5.2% 16.6% 9.8% 5.9%
Source: GroupM TYNY Summer 2019
Global Ad Spend
2019
TV Internet Radio Newspaper Magazines Outdoors $16B $100B
2019f
Contribution
More tweets, lower the price
Consumer Organizing Principle - PUC
Participation
Utility
SINGTEL
9.00AM
9:00
Friday, March 17
89.0 B
18.4 B
2019
2019
Source: GroupM TYNY Summer 2019
India Ad Spend
2019
TV Internet Radio Newspaper Magazines Outdoors $17M $353MM
2019f
Source: GroupM TYNY Summer 2019
Confidence Gap:
Kent Wertime Chief Operating Officer Ogilvy & Mather Asia Pacific
U.S. 11.7% U.S. 66%
Rest of world 88.3% Rest of world 34%
China 22.9% Asia 44% of 4.7% global India Japan 4.6%
Utility
Contribution
New Dimension of Customer Value
Customer Contribution Loyalty / Purchase Influence / Word-of-Mouth
Customer Contribution
• • • • • • • • • Fan sites Viral videos Blog postings Voting Consumer critiques Co-creation Crowd sourcing Customer feedback surveys Loyalty clubs online • • • • • • • • • Virtual fan events Online corporate events Online pre-ordering Friend-get-friend campaigns Bulk purchasing online Participation in online promotions Use of company’s virtual goods Product customization and sharing Secondly markets (E-Bay)