Source: Mobile Apps Worldwide Forecast 2011-2015
Branded Utility Proliferation
Once a week
North Face provides you with the latest Snow reports
Nike, Becks, Smirnoff, Tiger beer & Adidas help you to find activities around your location Once a quarter
India Ad Spend
India Ad Spend
TV Internet Radio Newspaper Magazines Outdoors
2004
38.5%
2012f
41.6%
0.6%
4.5%
2.0%
4.8%
47.2%
40.7%
4.3%
2.4%
7.4%
5.6%
Source: GroupM TYNY Summer 2011
NIVEA tells you what sun lotion you should use
Consumer Organizing Principle - PUC
Participation
Utility
Contribution
New Dimension of Customer Value
Loyalty / PurchaCsuestomer ContribInuftliuoennce / Word-of-Mouth
Customer Contribution
• Fan sites • Viral videos • Blog postings • Voting • Consumer critiques • Co-creation • Crowd sourcing • Customer feedback surveys • Loyalty clubs online
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
2011
2015
Toward 10 Billion
8
DigiMarketing Shift:
A defining topic for a generation of marketing
Three Eras of Digital Marketing
90’s
New & Experimental
00’s
Mass & Mainstream
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"
Kent Wertime
Chief Operating Officer Ogilvy & Mather Asia Pacific
U.S. 66%
U.S. 11.7%
Rest of world 34%
Rest of world 88.3%
China 22.9% Asia
44I%ndioaf 4g.l7o%bal
26.1%
16.6%
15.4%
9.8%
6.0%
5.9%
Source: GroupM TYNY Summer 2011
Global Ad Spend
TV Internet Radio Newspaper Magazines Outdoors
2004
$16B
2012f
$100B
Source: GroupM TYNY Summer 2011
India Ad Spend
TV Internet Radio Newspaper Magazines Outdoors
2004
$17M
2012f
$353MM
Source: GroupM TYNY Summer 2011
Confidence Gap:
A continued lag, an under-invested market
DigiMarketing Imperatives
01
From P-O-E to P-U-C
Marketer Organizing Principle - POE
Paid
Owned
Earned
Consumer Organizing Principle - PUC
Participation
Utility
10’s
Predominant & Pervasive
Global Ad Spend
$500 Billion
Global Ad Spend
TV Internet Radio Newspaper Magazines Outdoors
2004
41.5%
2012f
43.7%
4.3%
18.6%
6.5%
5.2%
Japan 4.6%
The Global User Base
Source: http://www.interneHale Waihona Puke /
The Digital Device Shift
1 Million new devices connected daily
The Digital Device Shift