Emarketer Proxxima 2014
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Transcript of Emarketer Proxxima 2014
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Twitter: #Proxxima
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Brazil vs. the Rest of the World
6 May, 2014
Presented by Geoffrey RamseyChairman, Founder
Twitter: #Proxxima
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389 builds782 data sources
59 slides
Atenção
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§ Following the connected, always-on consumer
§ Following marketers, who are trying to follow the connected, always-on consumer
§ Following the money
Agenda
Follow me on Twitter: @geofframsey
©2014 eMarketer Inc.
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I. The Connected, Always-On Consumer
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In many countries, internet users spend 2+ hours/day online
Source: eMarketer; Motorola Mobility Study; comScore; Ipsos
3.6 hours SECOM; IBOPE
4.9 hours GlobalWebIndex
3.6 hours GroupM
2.4 hours comScore
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2014
4.6B 64%
penetration
Global Pop 7.0 B
Source: eMarketer, 2014
2017
5.1B 69%
penetration
Global Pop 7.3 B
The global view: mobile penetration
24% of pop
1.8B34% of pop
2.5BSmartphones
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Population 203 Million
We see the same trend in Brazil
Mobile Phone Users 154 million (76%)
Sources: eMarketer, 2014; US Census Bureau, 2013
Smartphone Users 41 million
(20%)
In 2017 Smartphone Users
= 71 million (34%)
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Today’s digital consumer is everywhere...
Fragmentation rules.
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Fragmentation is everywhere.
...yet also elusive.
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Smartphone Users
20% of pop
Mobile Users 76% of population
©2013 eMarketer Inc.Source: eMarketer 2014
There is a huge amount of audience fragmentation within digital channels
Social Users 37% of population
Tablet Users 16% of population (IAB Brazil; UM; Munchner Kreis; McAfee; E.Life; Ipsos OTX)
Digital Video Viewers
34% of population (comScore; IBPOPE)
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©2013 eMarketer Inc.
There is a huge amount of audience fragmentation within digital channels
Smartphone Users
20% of pop
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©2013 eMarketer Inc.
Source: comScore, 2013
There is a huge amount of audience fragmentation within digital channels
iOS
32%
RIM 3%
Android
55%
Windows 1%Symbian 1%
all other
8%
Smartphone
Users
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©2013 eMarketer Inc.
Video Games
Maps
Shopping
Weather
News
Reviews
There is a huge amount of audience fragmentation within digital channels
Social
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Social media usage in Brazil is very high
71%
87%GlobalWebIndex
UM 80%
Social Media Penetration
CETIC.br 73%
Ipsos 73%
71%eMarketer
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Brazil is one of the most “social” countries in the world
67%
64%
71%
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Our attention spans are fragmented, too! Over 75% of
internet users in Brazil use their smartphones or tablets while watching television ––IAB Brazil & comScore
Brazilian smartphone users use their phones while watching TV for an average of 52 minutes a day ––Millward Brown, 2014
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With mobile, being online has become a persistent, anywhere state
Mobile users check their phones 100X
dailySource: Mobile Posse and Phoenix Marketing International, 2013
Some of you have done that within the past hour!
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Consumer Attitudes Towards Advertising
CéticoResistente
Desconfiado
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II. How Are Marketers Keeping Up with the
Connected, Always-On Consumer?
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Few are meeting the “big data” challenge
3 Steps...
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Step One: Admit if you have a problem.
43% “Poorly
Integrated”
46% “Improving”
Liam Ramsey
Needs improvement.
Precisa se aprimorar
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NOTE: mobile is the least integrated
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Step Two: Realize that the path
to purchase is no longer linear
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Let go of the classic “Funnel” model...
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...and move to the more dynamic “Consumer Journey” model
Brazilian consumers frequently rely on their phones for researching products and services
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32% of smartphone ownersin Brazil have intentionally
clicked on a mobile ad––PriceWaterhouseCoopers, 2014
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©2013 eMarketer Inc.
Step Three: Pull your data together
Harvest cross-screen identities by tapping into the streams of data coming from mobile, social and video activities
This is your antidote to fragmentation!
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Data can even be used in real-time, right at the point-of-purchase
Software installed in cash registers detects Hellmann’sin the cart, as well as otheringredients, to print a recipe at the bottom of the receipt
using those ingredients––Ogilvy Brazil
Sales up
44% in 1st
month!
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Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing a #1 priority
Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide
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Push Marketing
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Pull Marketing
“It’s more about ATTRACTING, rather than DISTRACTING.”
Magnetic Content
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Instead of “hunting,” think of “fishing” for the consumer...
Magnetic Content
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myStain, from Clorox
“With mobile––ask yourself, ‘How can I be useful?’”
ice cream
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Brazil example: Netshoes mobile app
If you see
a pair of shoes you like, take a photo
Then, you can buy the shoes
right on your
phone!
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What about “Native ads?”
“Marketing should be as compelling
and engaging as the content you would
see from your family and friends.”
“Think like a consumer. You know, would I pin this? Would I comment on it? We always try to ask ourselves, ‘Why
would people care?”––Emily Schildt, Chobani
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Join the conversation on social media––but do it in the right way
“With social media, give consumers some kind of genuine value in exchange for their attention.”
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Set an Engagement Level Trigger Point
ENGAGEMENT RATE
Time
TriggerPoint
0
Boost media spend behind activity
100
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Double-down on your core brand loyalists to amplify their advocacy
Customers
Prospects
#1. They have come to expect it.
#2. You’ll make them even more loyal.#3. They’ll want to tell others.
Why?
Nurture them
Find them via Social
Media
CORE
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Master the Mobile Mindset: The Swiss Army Knife of marketing
Location Services
Mobile Social
Mobile Commerce
Mobile Payments
In-Store Mapping
Coupon Delivery
Text Notifications
Mobile Apps
Mobile Search
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New opportunities are coming with geo-targeting
Focus intently on the consumer’s need––NOT pitching your
product
Location Services
41% of worldwide firms collected location-based data about consumers in 2013, but 23% plan to start
––EIU, 2013
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Marketers will combine in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions––while they’re in the store
“We will know you’re in the tomato sauce section and be able to deliver you a recipe, health information or point out the best value on the aisle.”
––Scott Townsend, Urban Airship
Where is mobile geo-targeting going?
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Ask: How can you help the consumer in the store?
Coupons
Nutrition
Recipes
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III. Following the Money
Spending is shifting towards digital
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Brazil accounts for over 1/2 of total ad spending in Latin America
Brazil 53%
Mexico 13%
Argentina 10%
All Others 25%
Source: eMarketer, 2014
It’s also the 6th largest advertising market in the world
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And media spending is growing rapidly
eMarketer 12.0%
GroupM 12.3%
5.0%ZenithOptimedia
Carat 12.3%
MAGNA GLOBAL 12.7%
Total Media Spending Growth (2014)
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But digital is growing over 2X faster...
17%eMarketer 28.0%
PwC 18.5%
11.7%ZenithOptimedia
MAGNA GLOBAL 20.1%
Digital Media Spending Growth (2014)
GroupM 16.8%
IAB Brasil 25.0%
14% of media
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Digital Media Spending as a % of Total
Source: eMarketer, 2014
US 28%
UK 47%
Brazil14%
Argentina8%
Mexico18%
Global 25%
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Watch out for the rapid rise of programmatic, and Real-Time
2014 Sources: IDC; ZenithOptimedia; eMarketer, 2014
In 2014, RTB = ~13%
Digital Display Ad Spending
Worldwide
~$50 B
Growth Drivers:
!
• Global trend towardsmore efficient buying
• FBX, video and mobile are shifting towards programmatic
In 2017, RTB = 25% - 30%
~2% in Brazil
today
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In Brazil, what’s growing even faster than digital ad spending???
+12% +28%
Source: eMarketer, 2014
Total Media
Digital Media
???Mobile Media
+120%
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Nothing is growing faster than mobile
8.5X
$120 M
$1,023
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Among 22 countries, Brazil is #1 globally in terms of mobile ad spending growth this year
©2014 eMarketer Inc.
#1Brazil
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Mobile’s slice of the digital ad spending pie in Brazil
Source: eMarketer, 2014
= 4.2% in 2014= 20.7% in 2018
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In the US, mobile already accounts for 34% of total digital ad spending
Source: eMarketer, 2014
Mobile = >1/3
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% of Global Advertising Revenue that Will Come from Mobile in 2014
63% 76%34%
––eMarketer, 2014
70%
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Summary
• Mobile is the most important trend to watch
• Smartphone penetration in Brazil will rise from 20% to 34% by 2017
• As a marketer, you need to do four things: 1) manage your data; 2) create “Magnetic Content”; 3) engage consumers with social media; 4) master mobile marketing
• While Brazil’s media spending market is growing rapidly, digital is growing at 2X, and mobile is exploding at 120%
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Geoffrey Ramsey Chairman, Co-Founder
@geofframsey
“Obrigado” Milena
Twitter: #Proxxima