Digital isn't everything, it's part of the pie

Digital isn’t everything -
it’s part of the pie

25th February, 2011
withcollective.com

Saturday, 26 February 2011

Who am I?

Dominique Hind
Founder & Director
WiTH Collective

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Before we start....

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Digital Quiz

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Digital Quiz

1. How many Australian’s access Facebook from their
mobile last month?

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Digital Quiz

mobile last month?
3,900,000 (10,200,000 from the web, 25mins a day)

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Digital Quiz

mobile last month?

2. What were the most popular search terms in 2010?

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Digital Quiz

mobile last month?

Chatroulette, iPad, Justin Bieber

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Digital Quiz

mobile last month?


3. How many searches do consumers do before buying
insurance?

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Digital Quiz

mobile last month?


3. How many searches do consumers do before buying
insurance?
6.5 searches

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What this session is about?

1. Australian’s Online 2. What are the
3. Five actions
Habits opportunities?

15 mins 35 mins 10 mins

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What this session is about?

1. Australian’s Online 2. What are the
3. Five actions
Habits opportunities?

15 mins 35 mins 10 mins

s
ues tion
Q med ,
w elco out
ough ave
thr e h
but w time at
s ome end
the

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1. What are Australian’s doing online?

1. Australian’s 2. What are the
3. Five actions
Online Habits opportunities?


Look backwards to
Look forward

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Quick history of the Internet

withcollective.com “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder



1969 1971 1983 1989 1990 1990
Internet First First WWW DSL Internet
was Born eMail Mobile Born Born on Phone

1993
China’s 1994/95 1994 1997/98 1998
Golden Yahoo! First 1995 CD’s Napster
Shield Banner eBay Sold
Sold

withcollective.com “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder



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“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2000 2000 2000
1998 2001 2001
Google File .Com
Google iTunes iPod
Ads Sharing Bubble

2003 2003 2004 2004 2005
MySpace Skype UTMS Facebook Murdoch
High buys
Speed MySpace
Mobile $580M
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“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube

2007 2008
iPhone & 1/8 2010
Married 2009
iTouch
Couples Dell Sells
met $6M via
online in Twitter
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USA “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2006 2006 2006 The
2005
Google YouTube rnet &2006 g 2007
ntup anythin
Online
YouTube
buys I e
Opens
Tweeting Google
isn’t
Travel Books
YouTube
Dig ital ew!
n
g for
min
e n co ow!
It ’s be 30yrs n
arly
2007 2008
iPhone & 1/8 ne 2010
Married 2009
iTouch
Couples Dell Sells
met $6M via
online in Twitter
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USA “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder

the creator

The first Browser
1990

The first website
1991
Sir Tim Berners-Lee

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Australian’s online in 2009 & 2010

Of Australian Spent online every
84% Of Australians are
online 98% internet users 17.6 week, by the average
have home
broadband
hrs Australian internet
user

Have used a Of video uploaded to
36% mobile to access
96%
Have made a
purchase online
20 YouTube every
the internet
Nielsen Online Internet and Technology Report 2009-10
hrs minute

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!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(

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Australian’s eCommerce spend

*Forecast

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Australian’s eCommerce spend

Australian’s
eCommerce
Australian’s spend in
eCommerce 2012
spend in
2009 $33.8 billion*
$18.5 billion *Forecast

Source: eMarketer Australian Online Report, April 2010 & Source: eCommerceReport.com.au
Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

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What are females doing online?

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1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms

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1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms

Digital advocacy & trusting opinions
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What are males doing online?

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Streaming videos & Generic terms Sport is key early in the week &
downtime activity Fewer searchers on weekends
Land at review sites

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Streaming videos & Generic terms Sport is key early in the week &
downtime activity Fewer searchers on weekends
Land at review sites

Influenced, but make their
own decision
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ers
oth gend me -
B e sa
for m th ne.
Streaming videos & erGeneric termsff li
p Fewer searchers Sport is key early in the week &
downtime activity
n &o on weekends
Lando review sites
at

Influenced, but make their
own decision
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What’s happening by age group?

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16yrs 50yrs+

DOWNTIME FUNCTIONAL
Social networking Travel
Instant Messenger Government
Downloading Paying bills

Email - 98% Email - 98% Email - 99%
COMMUNICATION CHANNELS

Messenger - 97% Phone - 89% Phone - 90%

Mobile - 91% Mobile - 83% Mobile - 62%

Phone - 81% Messenger - 74% Messenger - 52%

Social - 76% Social - 51% Skype - 43%

Skype - 61% Skype - 49% Social - 24%
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16yrs 50yrs+

DOWNTIME FUNCTIONAL
Social networking Travel
Instant Messenger Government
Downloading Paying bills

es & ting
ll ag get
A - 98% e
rs ar more
Email - 98% Email Email - 99%
e
COMMUNICATION CHANNELS

ge ndPhone -e &
mor fortable g
Messenger - 97% 89% Phone - 90%

Mobile - 91% com nicatin
Mobile - 83% Mobile - 62%
mu e.
om - 74%
cMessenger nlin
o
Phone - 81% Messenger - 52%

Social - 76% Social - 51% Skype - 43%

Skype - 61% Skype - 49% Social - 24%
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Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.

Source: ninemsn Media Usage Study 2010
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Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.

ided ne -
Div onli
tion ’s an
tten ere
a h
so t ity to c atch
tun in an
por ple
op eo ay.
p ng w
eng agi

Source: ninemsn Media Usage Study 2010
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Newspapers decreasing, Digital increasing

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Digital channels continue to grow
1970
Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

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1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman CD Player Mobile Video

VCR Personal Computer MMORP Games

Cable TV Satellite Television Instant Messaging

Personal Computer Internet Tivo

Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks
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1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes dia
me ng Radio Online Video

igi tal owi
DWalkman
gr
CD Player Mobile Video

VCR is
end an cli ent
Personal Computer MMORP Games

sp
r th ts
ste dge
Cable TV Satellite Television Instant Messaging

fa
bu
Personal Computer Internet Tivo

Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks
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What does this mean for you?

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What does this mean for you?

• People are time poor, they are spending more time
doing things with more background noise & not
giving anything 100% of their attention.

• They are looking for simplicity & value.

• They are looking for personal recognition.
– Rise in social isn’t about others, it is actually about the
individual.

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Time out
Questions
Thoughts


2. What are the opportunities?
How can print compliment digital?

3. Five actions


What is the customer journey?

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Attract Engage Transact Retain Grow

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ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM & eDM)
CRM (DM & eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website

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Value creation & extension
Transferring online


Single touch communications Ongoing communications

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What is the opportunity?

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Increased time Increased brand Personal data
online = intimacy + capture

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Increased time Increased brand Personal data
online = intimacy + capture

• Downside to this is increased consumer blindness to
personalised emails.

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day
Ye ster
rke ting
5 8 ma f my
1o
mai ls to
e unts
5 acco
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Blu eﬂy
57
mai ls in
e 011
ry 2 ly)
nua g on
Ja tin
(m arke
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How to overcome consumer blindness?

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• The biggest opportunity is through offline
engagement through printing & personalisation for
CRM activity.

• The cut through is much higher.

• Instead of digital replacing print, print compliments
digital.

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• There needs to be a renewed focus on offline CRM
driven by online brand engagement & data capture.
✴ If you know my date of birth, if you know where I live, if
you know my name, use it!

• This has been forgotten - too much focus on pushing
cost efficiencies over value.

• However, the pieces will need to be higher cost &
more creative.

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36
rke ting
ma 11 &
20
ma ils in t
e
Ic an’
er 1
emb
rem
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uch
So m
ety,
vari an’t
I st ill c
BUT ember
rem

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What is the challenge?

• Getting marketers & agencies to understand impact
& value over cost.

Print
(tactile experiences)

Digital
withcollective.com (one dimensional experiences)


What does that mean for you?

• Trying to compete & compliment current digital
activity will take some time & education (agencies &
clients).

Understand Educate Test Educate Implement
talk to the clients/ educate the agencies choose a test put together a case roll out the
marketing & marketing campaign/client to go study to educate the learnings across the
departments & departments on what to market with – agencies & agencies & clients
realise they just want is possible & how integrated & focused marketing
results – understand flexible print can be on results departments
how these can be
achieved

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3. What are your five actions?
Things you need to start today

3. Five actions


What are your 5 actions?

1. Understand the digital space
2. Understand the data capabilities of brands & campaigns
3. Tailor your product offering to have increased creativity through
the use of data
4. Redevelop your production process that allows short rapid print
runs
• Online tonight, mail tomorrow

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@
n line
der ed o day,
Or ues
5 am T sday
11.4 W edne
ceived 4hrs
Re an 2
(le ss th
la ter)

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the use of data
runs
5. Evangelise to Creative Agencies (Studio Managers, Creative Directors,
Production Managers) & Clients.

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the use of data
runs

nt
5. Evangelise to Creative Agencies (Studio Managers, Creative Directors,
Production Managers) & Clients.
C on sta pt
,a da
ge
an ilor
ch ta
&

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Question to you
What will you do differently?


Questions to me


Thank you
Want to talk more? Drop me a line:

Dominique Hind

e: dominique@withcollective.com
m: 0403 300 015


Digital isn't everything, it's part of the pie

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