The document summarizes key digital marketing trends for 2013 based on a presentation by Steve O'Farrell of The Royals. It finds that the gap between first and second screen consumption is narrowing as people use multiple devices. It also notes that TV and Twitter have a symbiotic relationship, with each driving traffic to the other. Other trends include a focus on mobile apps and user experience over websites, social care replacing customer care, and hijacking existing media versus traditional advertising buys. Marketers are advised to focus on user engagement and attention rather than just impressions.

1. Michael Page
2013
TRENDS
BRIEFING
February 21st, 2013
Steve O’Farrell, The Royals

2. Today’s Presentation
2013 Key Trends
What does this mean?
Planning
Operations
Agency Relationships
Media

3. 2013
KEY
trends

4. Weekly time spent
across media by online australians
21:54
15:30
9:48
5:24
3:30 4:12
2:12
Magazine Newspaper Internet Internet Radio Broadcast Internet
via mobile via tablet TV
Australian Online Consumer Landscape,
Neilsen, March 2012

5. Average time spent
on the internet each week
22.6 hrs 21.2 hrs
Total 21.9hrs
20.9 hrs 20.8 hrs 18.7 hrs
26.2 hrs 24.4 hrs
16-24 Yrs 25-34 Yrs 35-44 Yrs 45-59 Yrs 60+ Yrs
Australian Online Consumer Landscape,
Neilsen, March 2012

6. Devices used
to access the internet
82% amongst smartphone owners
2011 55% 20% 18% 15% 11%
Mobile Tablet Games Portable Media Internet Enabled
Phone Console Player TV/ Smart TV
2010 50% 10%
Australian Online Consumer Landscape,
Neilsen, March 2012

7. The gap between
FIRST & SECOND
SCREEN NARROWS

9. TV and Twitter
PUMP UP EACH
OTHER’S TYRES

10. Strategies used Of the 83 total Non-CBS/NFL ads,
brands used the following cross-channel
to access the internet strategies to drive traffic from their ads.

11. Twitter and TV’s
symbiotic relationship
Discovery Engagement
TV

12. Technology for marketing,
not IT directors

13. Product
DEVELOPMENT

15. Mobile apps
THE NEW
MICROSITE

16. So what does this mean
FOR MARKETERS?

17. Legacy marketing model:
Impressions based

18. Contemporary marketing model:
Expressions based

19. Operational vs.
IDEA INTEGRATION

21. Operation integration vs.
Idea Intergration
Marketing
Merchandising
VM
Operations
Store Managers
Technology
ACTION
AWARENESS Advocacy
Marketing Marketing
Customer Service

22. Operational
integration...
ESPECIALLY IMPORTANT
FOR SOCIAL

24. Focus on holding
people’s attention
RATHER THAN GRABBING IT

27. Social Care vs.
CUSTOMER CARE

28. ‘State of the media: the social media report 2012’,
Nielsen, 2012

29. Channels used to
Access social care
Consumers turn to a wide variety of social media platforms for social
care. Social media users are most likely to comment on or ask a
question about a company’s product or service on Facebook, both
on the company’s page (29%) and on their personal page (28%).
Facebook | Company’s Page
Facebook | User’s Personal Page
Official Company Blog
Twitter | Personal Handle (no @mention of company)
Twitter | Company’s Handle (tweet from user’s personal handle
including an @mention of company)
YouTube | Company’s Channel
YouTube | User’s Personal Channel
UserNon-company Blog

32. Don’t buy media
HIJACK IT

39. Summary
Trends
• The gap between first and second screen narrows
• TV & Twitter pump up each other’s tyres
• Technology for Marketing, not IT Directors
• Product development
• Mobile apps the new microsite
What this means
• Expressions vs. impressions based marketing
• Operational integration vs. idea integration (esp. for social)
• Focus on holding people’s attention vs. grabbing it
• Social care vs. customer care
• Don’t buy media, create (or hijack) it

40. More Reading for
Digital Trends in 2013
http://www.forbes.com/sites/onmarketing/2013/02/12/a-realists-
guide-to-marketing-in-2013/
http://econsultancy.com/au/blog/61806-17-digital-marketing-and-
ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedlein
http://www.cmo.com/articles/2012/12/18/7-digital-marketing-trends-
to-watch-in-2013.frame.html
http://cdn1.hubspot.com/hub/53/2013-Marketing-Trends-01.pdf
http://www.forbes.com/sites/ciocentral/2012/12/20/follow-the-
money-digital-marketing-trends-for-2013/
http://www.idgconnectmarketers.com/marketing-2013-top-
predictions-for-us-marketers/

41. THANKS
Steve O’Farrell, The Royals
0423 063 624 | steveo@theroyals.com.au