Digital marketing trends 2013 by @dposada

1Digital Feed / www.davidposada.com - @dposada
David Posada
Digital Feed / www.davidposada.com - @dposada - http://www.linkedin.com/in/dposada
Digital Trends 2013
January – June 2013

1 A year full of digital things

Apple is losing lead over
rivals
Wozniak
Source: http://www.theweek.co.uk/technology/50387/apple-losing-lead-over-rivals-says-co-founder-steve-
wozniak

With the fail of Apple
Maps, Tim Cook had to
apologize and
recommend other map
applications such as
Bing, Map Quest and
Waze

With the launch of
iPad mini, Apple is
admitting it’s not
driving the market
and following the
success of others
like Samsung.

Source: http://www.forbes.com/sites/benzingainsights/2012/11/29/windows-8-is-a-record-breaking-success/
40 million
licenses in the
first 30 days
Big challenge
for apps:
There are just
over 20.000 in
the store
Could easily
achieve 400
million
Windows 8
devices in 2013
Optimized for
touch screens
and tablets

Click the link to watch the video http://www.youtube.com/watch?v=i1GNDs7DCTw

2012 was the year of sharing

Sources:
http://mashable.com/2012/08/14/2012-olympics-social-media-winners-infographic/
WSJ, 28th July 2012 - http://blogs.wsj.com/digits/2012/07/28/olympics-twitter-burst-already-tops-beijing-games/
According to
Twitter there were 9.66
million mentions of the
Opening Ceremony,
more than for all the
events in Beijing, a sign
of how far Twitter has
come in four years

In 2012, 1 in 5 Super Bowl ads contained
a hashtag.
In 2011, only one Super Bowl ad had a
hashtag.
“The hashtag is the new form of
the campfire – it’s the thread
that ties a conversation
together.” - Adam Bain,
President, Global Revenue,
Twitter

THAT’S MORE THAN THAN 6X
LAST YEAR’S VOLUME

Facebook bought Instagram for 1 Billion in April 2012

After the facebook buy, Twitter
disabled the feature which let
Instagram users import their lists
of friends from Twitter; this was,
in effect, importing Twitter
friendships into the Facebook
universe.
Source: http://www.economist.com/blogs/babbage/2012/12/economist-explains

Now Instagram has shot back.
From December 10th Instagram
images are no longer visible in
tweets. Twitter users must
instead visit Instagram’s own
website in order to see and
comment on them. The same
day, Twitter responded by
releasing a new version of its
app, which allows styling of
images using a range of filters.
Source: http://www.economist.com/blogs/babbage/2012/12/economist-explains

Click the link to watch the video http://www.youtube.com/watch?v=2giNzaZunqE

With the new
YouTube Capture App
is now possible not
only to share photos
easily on Internet,
but Video

Click the link to watch the video http://www.youtube.com/watch?v=l0sOzdXce6o

And now, this amazing twitter
app let users “tweet” videos

Go to http://blog.twitter.com/2013/01/vine-
new-way-to-share-video.html for more details
about this product.

Massive online video
consumption

8 million people saw Felix
Baumgartner’s skydive live
on YouTube
This makes it the most
watched live event ever on
YouTube
Source: Marketing Magazine, 15th October 2012
http://m.marketingmagazine.co.uk/article/1154746/Red-Bull-Stratos-skydive-smashes-YouTube-records

Click the link to watch the video http://www.youtube.com/watch?v=FHtvDA0W34I

The most viewed online
video in history

Click the link to watch the video http://www.youtube.com/watch?v=xY_MUB8adEQ

2 Digital Trends for 2013

1

1 Back in 1996 , Bill Gates wrote an essay
titled Content is King
“Content is where I expect much of the real money
will be made on the Internet, just as it was in
broadcasting”.
“I expect societies will see intense competition-and
ample failure as well as success-in all categories of
popular content-not just software and news, but also
games, entertainment, sports programming,
directories, classified advertising, and on-line
communities devoted to major interests.”.
Taken from Wayback Machine
CONTENTMARKETING

1
Jeffrey Cole
Director Center for the Digital Future--USC Annenberg School
“Content is Kingger”
CONTENTMARKETING

1
Source: Brand Republic, 27th July 2012
http://www.brandrepublic.com/news/1143173/
But content has changed
It’s Multimedia
CONTENTMARKETING

1 The Financial Times has more digital subscribers than
newspaper buyers
Source: Brand Republic, 27th July 2012
http://www.brandrepublic.com/news/1143173/
The Financial Times’ parent
company Pearson revealed
that the paper had more
than 300,000 digital
subscribers, but its print
circulation had fallen to
297,000 copies
CONTENTMARKETING

1 The new Kindle Fire is all about the content
Source: BBC News, 11th October 2012
http://www.bbc.co.uk/news/technology-19907546
Jeff Bezos of Amazon
says that "we want to
make money when
people use our
devices, not when they
buy our devices", and
that they will make no
money from the sale of
the devices.
CONTENTMARKETING

Not surprisingly,
brand marketers
and their agency
partners are
rushing to establish
content marketing
strategies
1
CONTENTMARKETING

1
In fact, more consumers
trust media content
than ordinary marketing,
and that increased trust
leads to deeper brand
loyalty
CONTENTMARKETING

THE RETAIL E-VOLUTION
2

2
THERETAILE-VOLUTION
B2C ecommerce in Latin America is
still in its infancy, with sales reaching
only $36.82 billion in 2012, according
to eMarketer. However, online
shopping is showing signs of
accelerating growth.
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
2010 2011 2012 2013 2014 2015 2016
B2Commerce in LatAm
33.6%
23.97%
17.71%
18.16%
11.5%
9.32%

However, the region has a huge delay in this matter. eMarketer estimates that
only 33.2% of internet users in Latin America will make online purchases in
2013, putting the region above only the Middle East and Africa (28.6%) by this
metric. North America and Western Europe will have the largest penetration
rates at 70.5% and 69.2%, respectively.
2
THERETAILE-VOLUTION

2
THERETAILE-VOLUTION
Cyber Monday in
Spending Soars to
$1.46 Billion, Ranking
as Heaviest U.S.
Online Spending Day
in History

And now, the event has came to LatAm with local versions in Argentina, Chile
and Colombia, pushing retailers to enter into the game
THERETAILE-VOLUTION
2

3
LOCATION IS RELEVANCE

3
LOCATIONISRELEVANCE
Hyperlocal search
was a hot-button
term a few years
ago, but there’s a
new phrase in town
that takes its
predecessor to a
whole new social
level: SoLoMo.

SoLoMo, short for social-local-mobile, refers to a more mobile-centric version
of the addition of local entries to search engine results. SoLoMo emerged as
a result of the growing popularity of smartphones, and provides greater local
precision to search engine results than what's available via a PC.
Source:
http://www.techopedia.com/definition/28492/solomo
3
LOCATIONISRELEVANCE

3
LOCATIONISRELEVANCE

3
LOCATIONISRELEVANCE
Growth of location-
based services
worldwide has been
robust, and is projected
to remain in double-
digits through at least
2016

3
LOCATIONISRELEVANCE

Recent moves by Facebook, Google and foursquare indicate the potential of
the local-social-mobile nexus lies in the ability to connect consumers with
local businesses and drive commerce.
3
LOCATIONISRELEVANCE

3
LOCATIONISRELEVANCE
For Brands, optimizing for local search is a logical first step
 For smartphone
owners, conducting a local
search almost universally
prompts an action.
 50% of smartphone owners
visited a store after
searching for local
information.
 26% bought a product in a
store.

4
RELOADED TELEVISION

4
RELOADEDTELEVISION
“When I go into my living room and
turn on the TV, I feel like I have gone
backwards in time by 20 to 30 years.
It's an area of intense interest. I
can't say more than that.”
"Tim" Cook - CEO of Apple Inc

4
RELOADEDTELEVISION
Blu-ray playersSet-top boxes
Game consoles
TV
The adoption of TVs receiving
content from internet instead of
cable or broadcast is increasing at
high rates in mature markets

4
RELOADEDTELEVISION
In US, more than
one-third of
households will be
using connected
TVs by 2014

CES 2013 showed ultra
high definition TVs (4K)
that promise fully
interactive experiences
when pricing and
content are ready to be
massive.
4
RELOADEDTELEVISION

However, the
massive set of
Smart TVs mainly
announced during
CES 2012, are now
bringing content
and apps available
across LatAm
4
RELOADEDTELEVISION

4
RELOADEDTELEVISION
Click the link to watch the video http://www.youtube.com/watch?v=MsMeo_7wBSs

The regional offer now
includes several
applications to deliver
content on demand
and provide
“traditional” internet
access (browse, chat,
social, video)
4
RELOADEDTELEVISION

4
RELOADEDTELEVISION
Not every trend means an
immediate opportunity.
Specially in the region,
connected TV is very far
away from becoming a
mainstream.
Advertisers need to
understand the dynamics of
connected TV, but it’s not
absolutely imperative that
they advertise there today.

5
MARKETING & TECHNOLOGICAL CONVERGENCE

CONVERGENCEOFMARKETING&TECHNOLOGY
5
“Technology is right at the center of what we do”
Martin Sorrell – Chief executive officer of WPP Group

5
By 2017, the CMO will Spend More on IT Than
the CIO
Laura McLellanV.P., Marketing Strategy at Gartner

5 Digital ad spending share
over total ad spending is
rapidly increasing across all
regions.
By 2016, almost 26% of total
ad spend will be digital.

5
Digital Advertising is bringing more complexity to the landscape and
requiring different disciplines and technologies to understand it.

5
It’s becoming a world that might need a different kind of professionals.

5
with several interactive tools to plan, manage, measure and optimize

We are in a time where
marketers and publishers
are able to buy and sell
audiences dynamically, in
real time auction and on
an impression-by-
impression basis.
5

… and with this, new terms have emerged
4

5

5
eMarketer estimates
US digital display ads
purchased using RTB
will account for more
than one in four
display ad dollars
by 2016, worth
$7.06 billion

5
The main value of
RTB is mainly seen
for the capability
of buying the best
possible
impression at the
right time

5
Click here to watch the video http://www.youtube.com/watch?v=JhLc-NkpIec

MOBILITY
6

MOBILITY
6
“Mobile is the first screen.
No one walked in here
today holding a TV.”

The amount of
time spent with
mobile is growing
at 14 times the
rate of time spent
with desktop
MOBILITY
6

However, budgets are not still aligned with time spend
MOBILITY
6

MOBILITY
6
Google has risen to the top of the
heap, registering 1.3 million activated Android
devices every day and 250 millions of products
activated last year
Source:
PC Mag: The Rise of Android: http://www.pcmag.com/article2/0,2817,2414047,00.asp

MOBILITY
6
Each new version of the iPhone sells as much
as all previous versions combined
Source: Reported in The Verge, 3rd August 2012
http://www.theverge.com/2012/8/3/3217057/day-two-testimony-apple-samsung-trial

MOBILITY
6 Phones are getting bigger and tablets are getting smaller

MOBILITY
6
Is an informal class of smartphones with
screen sizes ranging between 5 and 7
inches; these are primarily designed to
combine the functionality of a smartphone
with that of a tablet.

Many publishers have already developed a more standardized way to deliver the
content, using Responsive Design and HTML5 and creating
native mobile apps. BRANDS should do the same.
6
MOBILITY

According to the Pew Research
Center, 60% of tablet users prefer
reading news on the mobile web than
via an app.
Although brands should certainly offer
apps, it's clear that having a great mobile
website should be the priority.
6
MOBILITY

LET’S PLAY 7

7
LET’SPLAY
“Take moments of happiness on apps or
games… establish reciprocity in these
moments with branded rewards.”
Brian Wong, Founder/CEO, Kiip
Kiip has a 22% redemption rate
Digital rewards and gamification are two
new avenues for brands to consider in
building relationships with consumers.

7
LET’SPLAY
Gamification is the use of

LET’SPLAY
7
In the digital landscape, gamification is
being used mainly by location-based
platforms. All of them powered with social
media capabilities.

LET’SPLAY
7
By 2015, More Than 50 Percent of Organizations That Manage
Innovation Processes Will Gamify Those Processes
Source: http://www.gartner.com/newsroom/id/1629214

LET’SPLAY
7
Trip Advisor uses gamification concept by
adding a qualified status to each user that
depends on the level of interactions and
contributions

LET’SPLAY
7
Fit Bit is a gamified wellness tracker. There
are achievments and milestones to unlock
such as 10.000 daily steps and 50 lifetime
miles.

LET’SPLAY
7
kiip is probably the best example of
“branded gamified” advertising

LET’SPLAY
7
Click the link to watch the video http://vimeo.com/46252949

8
NICHE SOCIAL

NICHESOCIAL
8
It’s not a secret that Social
Media is becoming more
predominant in the digital
space.

NICHESOCIAL
8
And, over total Social Media users, facebook will have the majority

NICHESOCIAL
8
However, users are starting to
move to more personal an
relevant communities and
started to see facebook as it
is: a general social media site

NICHESOCIAL
8
Path…. It’s just for real friends

Pinterest… ¡fashion and design!
NICHESOCIAL
8

NICHESOCIAL
8
And LinkedIn, with more than 200 million of users, is changing the way people relate to their
professional life

Instagram… the famous mobile application is now expanding its presence into desktops world by
having a very similar facebook fan page lay out
8NICHESOCIAL

NICHESOCIAL
8
Implications for brands are
enormous
They have to think about content strategy focused on niche
communities and niche content

9
ACQUISITIONS
ADQUISITIONS

No more technology companies IPO are expecting to come
ADQUISITIONS
9
Lots of the start-ups from the past few years are likely to become part of
bigger companies, specifically the big 5 of
Google, Apple, Facebook, Amazon and Microsoft

ADQUISITIONS
9 Properties bought by Yahoo from
Jan to Jun 13trd 2013
SOCIAL NEWS PRODUCTIVITY
SURVEYS TRAVEL GAMING BLOGGING
OTHERS
Source: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Yahoo!
> USD $1.2 billons

ADQUISITIONS
9 Properties bought by tech companies from
Jan to Jun 13trd 2013
https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Google
AD SERVING CREATIVITY MOBILE
DNNresearch
Web Application Server Talaria
Behavio
Wavii
Makani Power
USD
$1.4 billons

ADQUISITIONS
9
Source: BrandZ Top 100 most valuanle global brands 2013

There are still important tech companies that remain independent
and could be in the eyes of the biggest players
ADQUISITIONS
9
Advertising development is expected to be strongly influenced by those players.
Brands will have to decide which side(s) they want to be on

The Internet of things
10

THEINTERNETOFTHINGS
10
From now, juts 1% of the devices of the
world are connected to Internet
How will be our life when the washing machine
will be able to request technical support
automatically?

THEINTERNETOFTHINGS
10
Nowadays, there are 14
billions of devices
connected to the
Internet.
Source: The Internet of Things. How the Next Evolution of the Internet Is Changing Everything by Cisco
That number will be
25 billion in 2015
and 50 in 2020

THEINTERNETOFTHINGS
10

THEINTERNETOFTHINGS
10
IoT becomes immensely important
because it is the first real evolution of
the Internet—a leap that will lead to
revolutionary applications that have the
potential to dramatically improve the
way people live, learn, work, and
entertain themselves. Already, IoT has
made the Internet sensory
(temperature, pressure, vibration, light,
moisture, stress),allowing us to become
more proactive and less reactive.
Dave Evans, Chief Futurist, Cisco

THEINTERNETOFTHINGS
10
key milestones accomplished or in process
IPv4 – IPv6 transition
From 4 billions of IP addresses to 340 trillions of trillions
From 3G to 4G and broadband world wide penetration
3G speed is insufficient for the huge amount of data to be transmitted
Low cost of data storage

11
REAL TIME MARKETING

REALTIMEMARKETING
11
Since Oreo’s
Super Bowl
tweet, real-time
has captivated
marketers’
attention

REALTIMEMARKETING
11
Life happens “now.” Thanks to mobile devices and ubiquitous
access to online information, consumers have shifted to an
always-on mentality.

REALTIMEMARKETING
11
Consumers say
they feel more
positively about
brands after
exposure to real-
time marketing

REALTIMEMARKETING
11
Oreo, although the more
successful brand in Super
Bowl, was not the only one

REALTIMEMARKETING
11 Visa Latam has started doing Real Time Marketing actions taking advantaged of
sponsored soccer events

REALTIMEMARKETING
11
The experts talks
Calle Sjoenell, Chief Creative Office O&M, predicts that by 2020 at least half of
the production budget will be spent while the campaign is running to adapt it in
real time instead of blowing it all in one go, before the campaign runs
“The speed that real-time marketing demands is going to influence the way that
creative agencies, marketers and brands look to react to the marketplace.”
—John Robinson, senior vice president of creative at Digitas
“The process of arriving at the best social content looks more like 'Newsroom' than
'The Pitch'. Creative and social staffers merge the zeitgeist with the brand ethos all
day, every day.”
— Ian Schafer of digital agency Deep Focus

REALTIMEMARKETING
11
The War Room concept

REALTIMEMARKETING
11
SOCIAL MEDIA WAR ROOM DEFINITION
A capability or facility to listen
and gain insight and engage in
real-time social conversations

REALTIMEMARKETING
11

Some things to keep an eye on

Twitter & TV (just in US)
https://blog.twitter.com/2013/amplify-tv-commercials-twitter-premiering-tv-ad-targeting

Prism surveillance program
http://en.wikipedia.org/wiki/PRISM_(surveillance_program)

iTunes Radio
http://www.apple.com/itunes/itunes-radio/

Facebook hashtags
http://www.facebook-studio.com/news/item/introducing-hashtags-on-facebook

Facebook killing sponsored stories
http://www.businessinsider.com/facebook-kills-sponsored-stories-2013-6

Facebook #Fbrape campaign
https://www.google.com/search?q=FBrape+camp
aign&rlz=1C5CHFA_enMX505MX505&oq=FBrape+
campaign&aqs=chrome.0.57j62.3808j0&sourceid=
chrome&ie=UTF-8

David Posada
Managing Director at GroupM Interaction Latin America
I started my digital career as an entrepeneur founding one of the first online libraries
in Colombia. Then I moved to Tribal DDB where I was Managing Director of which was
considered on of the most important Interactive Agencies in Colombia with more than
60 people in the payroll and three different offices in Bogotá, Medellín and Miami. I
continued to expand my digital expertise joining Havas Digital Colombia where I was
responsible for the growth and leadership of the local digital operation, as well as the
development of the entire digital strategy of the group that has three main brands in
Colombia: Lattitud, Media Contacts (media) and iGlue (creative).
After a nine months break where I took a trip around the world, I joined El Tiempo
Casa Editorial, one of the main media companies in Colombia, to lead the digital sales
area. Just a few months later, I accepted an offer from GroupM (the biggest media
agency network in the Globe) to lead the Interaction area for the entire LatAm region
that oversees four interactive media operations: Mindshare, MEC, Mediacom and
Maxus.

3 My biography

David Posada
Managing Director at GroupM Interaction Latin America
I started my digital career as an entrepeneur founding one of the first online libraries
in Colombia. Then I moved to Tribal DDB where I was Managing Director of which was
considered on of the most important Interactive Agencies in Colombia with more than
60 people in the payroll and three different offices in Bogotá, Medellín and Miami. I
continued to expand my digital expertise joining Havas Digital Colombia where I was
responsible for the growth and leadership of the local digital operation, as well as the
development of the entire digital strategy of the group that has three main brands in
Colombia: Lattitud, Media Contacts (media) and iGlue (creative).
After a nine months break where I took a trip around the world, I joined El Tiempo
Casa Editorial, one of the main media companies in Colombia, to lead the digital sales
area. Just a few months later, I accepted an offer from GroupM (the biggest media
agency network in the Globe) to lead the Interaction area for the entire LatAm region
that oversees four interactive media operations: Mindshare, MEC, Mediacom and
Maxus.

4 Sources

5 End

Digital marketing trends 2013 by @dposada

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