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%
The Global User Base
Source: /
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)
Source: GroupM TYNY Summer 2011
Global Ad Spend
2004
TV Internet Radio Newspaper Magazines Outdoors $16B $100B
2012f
Source: GroupM TYNY Summer 2011
India Ad Spend
DigiMarketing Imperatives
01
From P-O-E to P-U-C
Marketer Organizing Principle - POE
Paid
Owned
Earned
Consumer Organizing Principle - PUC
Participation
Utility
India Ad Spend
2004
TV Internet Radio Newspaper Magazines Outdoors 38.5% 0.6% 2.0% 47.2% 4.3% 7.4%
2012f
41.6% 4.5% 4.8% 40.7% 2.4% 5.6%
Source: GroupM TYNY Summer 2011
The Digital Device Shift
1 Million new devices connected daily
The Digital Device Shift
Toward 10 Billion
7
DigiMarketing Shift:
A defining topic for a generation of marketing
Contribution
More tweets,sumer Organizing Principle - PUC
Participation
Utility
SINGTEL
9.00AM
9:00
Friday, March 17
89.0 B
18.4 B
2011
2015
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
Source: Mobile Apps Worldwide Forecast 20112015
Branded Utility Proliferation
Nike, Becks, Smirnoff, Tiger beer & Adidas help you to find activities around your location Once a quarter
Marketers Still Lag Consumers
The Marketing Confidence Gap
% Consumer Time Spent Online % Advertising Dollars Spent Online
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report, eMarketer Jun 2010 "Online Ad Spend Bounces Back" and Forrester Dec 2010 "Understanding the Changing Needs of the US Online Consumer"
Global Ad Spend
$500 Billion
Global Ad Spend
2004
TV Internet Radio Newspaper Magazines Outdoors 41.5% 4.3% 6.5% 26.1% 15.4% 6.0%
2012f
43.7% 18.6% 5.2% 16.6% 9.8% 5.9%
India Ad Spend
2004
TV Internet Radio Newspaper Magazines Outdoors $17M $353MM
2012f
Source: GroupM TYNY Summer 2011
Confidence Gap:
A continued lag, an under-invested market