What Is The Future of Digital Marketing, A Marketer’s Guide – 2012-22

Digital can be mainstream in 10 years

Youth in the larger metros and hand-held devicescould be responsible for driving this change.

Why?

  • Already a major source for news even in real-time
  • TV networks seeking online model to secure their share of the online revenue pie.
  • Online ads are not just cheaper, but efficient and can be customized and served in real-time.

Social Communities Will Be a Part of Life

Current Global Trends:

  • 57 percent of people talk to people more online than they do in real life and 78 percent of people trust consumer opinions posted online.
  • Social networking has exploded globally. Nearly 1 in 5 minutes online is spent on social networking sites.
  • What does it mean for brands: Digital media is increasingly becoming a part of life. Weave social media into everything you do to reach, engage, listen to consumers and invest in ORM.

Auction-Based Buys Will Take-over

  • The top ranking reach networks Google and Facebook operate on bidding. The display investment with Google increased by 92 per cent in the past year.
  • Real-Time-Bidding (RTB), based on audience data will become a ‘must’ for marketers due to their potential to enhance campaign performance.

Digital Media Agencies Will Buy Audiences

As it is an era of an increasingly data-driven market where consumers play a central role,traditional ad space buying model will slowly disappear, in exchange for an audience-centric model with greater efficiency to eliminate campaign waste.
This is the most outstanding trend that every marketer, publisher, agency, data mining company and technology enabler will have to watch out for.

Real Time Planning Will Take Over

Pre-campaign planning will be replaced by planning during the campaign. Instead of inventory, marketers will choose for an audience based on valuable intelligence that satisfies an advertiser’s requirement in real time.

Websites Will Be Critical

  • Branding is going to play an enormous role in the future of website marketing because consumers are seeking information when they want and not necessarily when you are pushing content.
  • Web marketers who take a strong branding and business building approach to the online platform (brands like Nike, the Mini, Adidas, Uniqlo, etc.) will flourish as opposed to those who do one off tactical initiatives on their websites.

Connectivity Will Be Independent of Devices

By 2016, it will all be about connection and what your device can do to achieve that. Media communications will be simplified owing to everything being well connected. Increased compatibility will facilitate communication across multiple platforms through which, the advertising industry will benefit tremendously.

Technology Will Drive Marketing Online

Will we be using a search engine like Google in 5 years? Will we be using desktop computers in 5 years? What will future social networks look like?
The acceleration of innovation in online technologies and the ways we can discover, consume and engage with information can be a challenge to keep up with.

Technology Will Drive Creative (& vice-versa)

  • Driven by consumer expectations who need stimulus beyond the ordinary, first movers, stand alone innovations – that deliver a WOW experience to the consumer will stand out
  • Marketers will need to look for communication opportunities that have the right mix of relevancy & surprise – To have long term ‘Top of Mind’ impact in the increasingly competitive space.

App-based Behaviour Will Drive Mobile Ads

  • With mobile internet usage and mobile search already ahead of desktop, behavioral and geo-targeting, apps will completely change the way ads are sold and consumed on mobile.
  • In the Indian context, apps can drive rural marketing where other modes of reach are limiting.

Location Based Services on the Go Advertising

  • If used right, LBS can be a boon and offer an important basic capability that enables all sorts of innovation in mobile device tools and marketing.

Branded Apps Will Be a Norm

  • Letting someone download a branded tool to enhance their experience of your brand, offers great potential for engagement, lead generation and even direct sales.
  • The App revolution is fueled by a new level of utility in content for mobile devices. The popular tagline “there’s an app for that” is based on this utility. When you can find an app to enhance just about anything you are doing, the net effect becomes transformative.

M-comm will take Over E-comm

  • Easily click a button on a device to trigger a micropayment from your own account without having to re-enter or re-confirm credit card details. M-coupons and offers will further fuel marketing efforts.
  • As the recent text-to-donate campaign for Haiti from the Red Cross showed the world, trying these payments to user’s phone bills may offer another solution.

Digital Will Go Beyond Desktops & Hand-held

  • Digital will link to outdoor, ambient and unexplored realms; all with traditional digital linkages to the Internet
  • National Geographic’s Augmented Reality (AR) Experience in malls, Lynx Falling Angels outdoor AR experience, will be unforgettable for a long time to come and looked up on the web- way beyond the time when these events actually happened.
  • For Marketers it means – Integrating digital in all your plans and capitalizing on activation opportunities where digital can add a revolutionary layer plus long term shelf life.

Consumer-centric Approach v/s Brand Approach

  • Consumer data in terms of their likes and preferences is more accurately available. These can be harnessed to deliver a communication that is relevant and meets intangible consumer needs thereby strengthening relationships. Brands need to be more humane and grounded in order to strike a chord with the audience.

Brands with Pull Strategy Are the Dark Horses of This Race over push strategy.

@bcwebwise

We build a digital architecture that is rooted in research, strategy, branding and content. Layering it with the right brand building assets and maximizing deliverables with the right reach vehicles and technology in the digital spectrum is the key. Through this approach, we strive to achieve the extraordinary and build businesses.

Online Consumer Behaviour – Content Planning for Different Digital Touch Points

Consumers behave differently at different digital touch points. The reason why they visit a brand website, and why they follow a brand on twitter can be very different. Planning content by clearly understanding the visitor’s mindset at different digital touch points can help to establish a meaningful connect with them and fostering a long term relationship. Here’s a quick guide to the Internet user’s digital media psyche:

Online Consumer Behaviour

Users on different digital touch points consume content in each for different reasons

The Website Visitor
Is proactively seeking info in your brand domain

  • This visitor has landed on the website primarily when searching for content or seeing a relevant recommendation or post that links to your website, or has come to the website knowing the url (may be a repeat visitor).
  • Is seeking immediate answers if the visitor has come from a search engine, or is curious to know more about you if the visit is not via a search engine. Repeat visitors come for a specific purpose of information seeking or engagement (such as dabbling with an online app or engaging in a forum).
  • Can engage further in the website if her query is addressed and there is relevant and/or engaging content.
Facebook Logo

Users on Facebook Chance Upon Updates

The Facebook Visitor
It Is The Brand That Is proactively reaching out to this user

  • The consumers here are hanging out to check latest updates from friends, family and acquaintances.
  • Chances upon brand updates, comments and likes if relevant, shares when compelling. Sharing happens when the content is Fun/ Informative / Relevant to immediate circle
  • Clicks to know more, visits the URL when relevancy or engagement is meaningful and there is a ‘need’ for such further engagement
Blog Sites

Blog Readers Want Expert Opinion

The Blog Reader
Is proactively seeking an informed opinion of another consumer or expert

  • Reads up a post when she is searching for information, and/or has subscribed to a favorite blogger’s feeds
  • Prefers a second opinion and usually would scan 2-3 blogs before deciding whose opinion is best suited.
  • Would usually scan blog comments before deciding / making the final choice.
  • Is usually someone to whom word-of-mouth or recommendations counts the most.
Forums

Forum Users Seek Peer Opinion

The Forum Subscriber
This user wants mass opinion, what peers have to say.

  • Usually visits a forum via search, may frequent thereafter
  • Possibly wants to ask a question, get opinions.
  • Reads discussions by others
  • May get answers or make an opinion/choice even without posting a query
Twitter

Twitter Users Follow For Updates

The Twitter Follower
Is proactively following to be updated in the subject

  • Twitter has many inactive, and equal number of hyper active tweeple and the occassional users.
  • There are some who are on twitter with a specific agenda: Save time by following people whose tweets give quick relevant updated information
  • Tweeple usually follow more than one area of interest
  • Reaching them is not always easy due to the rapid updates in tweets

However, visibility on twitter can be enhanced by following trending topics, being crisp and juicy, getting the right people to follow you with relevant hashtags, and targeting the right follows.

Linkedin

Linkedin Users Seek Career Advancement

The LinkedIn User
This consumer is seeking ONLY career or business advancement

  • The LinkedIn user is very specifically looking at making a career advancement, getting deals, networking, improving visibility
  • Will join groups that will give relevant networking opportunities or content that will better their career in some way.
Youtube Logo

Youtube Visitors Seek Visual Info/Demos

The Youtube Visitor
Wants entertainment, visual explanations, demos, how to’s

  • Users watching videos online are likely to have opted for video content when searching for related information
  • Or has been forwarded the link
  • Or is specifically seeking video content directly on Youtube for visual relay of similar information that has been read, unless it is entertainment related.
Search Engines

Audience Is Searching For Domain-related Info

The Search User
Proactively seeking your domain information

  • Is specifically seeking information
  • Tries out 2-3 links or more on first search results
  • Finds different combinations of keywords to refine searches till she gets a satisfactory answer
  • Is likely to spend more time searching for the right information, than done on looking up that information!
  • Is also likely to explore related information and content
Mobile Search

Mobile Search Users Are In A Hurry

Search Users On Mobile
Is in a hurry!

The context of searching on the mobile phone is usually on the go, urgent and also a matter of convenience.

Mobile & Tablet Users
On the move, wants quick info, utility tools & engaging apps

  • More savvy users, and the ones with smart phones use the mobile phone for everything: FB, Twitter, Search, Email, etc.
  • Such users also install and play around with applications that are useful, fun or relevant.
  • The tablet owners, smaller in number, but a significant group and an influential audience does all of the above on tablets.

If you plan to use multiple channels on the web to disseminate your brand information, then customizing or fine tuning your content by understanding the customer mindset in each of these channels can help in the forming of long term engagement and loyalty, as well as recall. And remember less is more!