Interactive Trends 2011
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Transcript of Interactive Trends 2011
2011 Interactive TrendsPresented July 2011
Topics Everything Mobile Interactive Media Grows Up Gaming Gets Serious Location, Location, Location! Content is King, Context is Queen Curation is Critical Website Evolution Social Goes Shopping One-to-One stays strong The Cloud
Everybody Wants What’s Next
What’s New in Mobile
Mobile Industry Snapshot
89% of US Population has a mobile device 40% of those devices are smartphones and
tablets 94% of SMS messages are read, with 75% of
them read instantly and 90% read within 3 minutes
26% of Smartphone users played games
Everything Mobile
Mobile Wallets/NFC t/mCommerce Location Based Services Gaming
Mobile Wallets
The State of Mobile Wallets Mobile Wallets are looming from all the major
players Near Field Communications (NFC) is still in it’s
infancy Will lead to more robust mobile marketing
campaigns and loyalty programs Can present new ways to drive POS Interactions
with Customers
Where are Mobile Wallets Going?
Everywhere! BUT… …there is not an industry leader yet It will be a hybrid solution – new hardware, add-
on accessories and more
t/mCommerce
Mobile market explosion Number of mobile purchases according to US Tablet vs.
Smartphone owners– Size is the main factor driving the better online experience– Not competitors but bridging the gap to better brick and
mortar experience
Source: ecommerce, 2011
The State of t/mCommerce
2011 has been dubbed ‘The Year of the Tablet’ According to Apple, over 25 million iPads have
been sold– First year of iphone: 6.1 million sold
Highly Customized Shopping Experiences– Examples – Gilt, Boutiques.com App, Apple store
Where is t/mCommerce Going?
UP! With new offerings from Microsoft, Google and Apple
Even more exclusive and unique shopping experiences
Seamless shopping between in-store and mobile
Google Shopper App that allows users to search items, scan barcodes
and use voice recognition Search results include prices from most online retailers When user taps a listed item, the Android browser
launches to display the retailer’s shopping page Product reviews pulled from all of the retailers that sell
that particular product
Location Based Services
The State of Location Based Services
16.7 million unique check-ins from mobile devices in March 2011
Location-Based Services are evolving beyond the Check-In
Proximity based offers are growing
Where is LBS Going?
Consumers want to play the ‘game’, want rewarded for their loyalty
Next generation of LBS – stiqrd, Groupon Now, Amazon Local, Facebook Places, Shopkick, etc.
Focus shifting to include groups
GroupMe Group app for friends to text each
other deals, to meet up for shopping trips, etc.
Supports push notifications as the default messaging option
Integration with Twitter, Facebook, Foursquare and email
One of top SXSWi 2011 apps
Mobile and Social Gaming
The State of Mobile and Social Gaming
Mobile Gaming is exploding– eMarketer: 728 million people will play a mobile
game in 2011 (23% of the US Population) – Apple’s GameCenter App has 50 million users in just
under a year Zynga has 50 million active daily users
– Will hit 1 billion active worldwide users on Cityville soon
Where is Mobile/Social Gaming Going?
More in-store ties with games via mobile, and through loyalty programs
More exclusive, branded content for established games like Cityville
Mobile Take-Aways
Mobile is going to be more important than ever in attracting and maintaining customers– eCommerce will continue to explode as smartphone and
tablet sales rise – On-Demand information and seamless experience to exclusive
content will be king Social and Location Based services will dominate
customer loyalty
Mobile Media Trends
Mobile Spending
Source: eMarketer 2011
(Millions)
Mobile Social Media Usage
Source: eMarketer 2011
Location Based Apps
ImplicationSaturation in the marketplace is still distantEarly adopters for new technology like this are high, but interest is waning Facebook Places and Deals must be continually investigated
Source: White Horse, April 2011
Full Screen DisplayData Collection/Survey Click to Map
ImplicationClick to map feature would be an interesting technique for events/concerts and the data collection could be beneficial for “The Club”
Online Media Trends
Ad Spending Shifts to Online
Source: eMarketer 2011
ImplicationWith more brands shifting ad spending online, an increase in digital media costs will follow
Search is the Leader; Video is the One to Watch
ImplicationVideo executions are becoming the new standard for online media
Source: eMarketer 2011
Search Grows for Consumers and Marketers
ImplicationCost per clicks are likely to increase with competitive pressure, but response is also likely to increase
Online/Mobile Video Boom 2011
Source: Brightroll Video Advertising Report, 2011
PPC Shifts Focus
Sign-In Ads
Facebook Video Ads
Social Media Trends
Social Media Penetration
49% of the total population will be active social network users by 2012
Growth slowing, but still increasing
Millennial (18-34) use is almost at saturation (83%)
Source: eMarkter 2011
Social Shopping
The latest trend in content creation
Bridge between offline and online commerce
Social Shopping
Crowd-Source feedback through social networks in real-time
Share and suggest what to buy and where
Social Shopping: Pose iPhone App
Share an individual shopping experience with other "Posers" in a Pose community
Online look book + a community devoted to sharing and discussing fashion, all from a mobile phone
Growing roster of brands and retailers such as Levi’s and Aerie by American Eagle, as well as Fashion Industry personalities
Social Shopping: Pinterest.com
Virtual pin board where users can create collections of things they love
Users can find inspiration and "follow" collections created by people in their social networks
Create boards with inspiration from store websites to build looks and wish lists
Social Shopping: Polyvore Members curate digital fashion collages (sets) to share
on social networks Sets include pricing and link back to the original
shopping site 2 million active users, 35K sets daily Partnerships with American Eagle,
designer Rebecca Minkoff and more
Interactive Shopping Experience
Interactive Shopping Experience Retailers are seamlessly integrating the physical
and digital shopping experience Shopping behavior and in-store tools are
evolving
Mobile Checkout Similar to Apple Store Sales associates able to look up past purchases via
mobile Spend more time with consumers on the floor Personalized experience Differentiate in-store experience
Augmented Reality Virtual Fitting Room
The Virtual Fitting Room
Brands and designers are looking to innovate shopping for fashion
The Fitting room can be Social, Mobile and Virtual
Better cameras and software are changing the game
Fashion shopping in unexpected places
Where is it going?
Personal and delightful experience is the key The same players leading the way – Microsoft is
leading a concept with their Kinect system Social apps like Pose are looking to monetize and
partner with retailers Growing along with mCommerce via
smartphones and tablets
In this “interface” age, everything is valued by how the customer interacts
with a product
Digital Signage Market
Digital Signage Market
source ABI Research
Digital Signage Recent Executions
Replaces static wayfinding with more dynamic experience- Shift from find a store to search by store, product or category
Opportunity for staff extension Enhanced sponsorship opportunities
Trend Influencers ThoughtsMobile Wallets Google, Amazon, Mozido, PayPal, Isis, Square, Visa,
Mastercard, Banks, etc In it's infancy, but the market will be won by a solution that is simple for
consumer and retailer
tCommercs/mCommerce
Retailers, Gilt, Boutiques.com, etc. Seemless shopping between in store and online
LBS Foursquare, Facebook Places, Savengr, Google Places, and deals (Groupon Now, Amazon Local)
Transition from individual to group check-in, and emerging as an important loyalty tool
Mobile/Social Gaming
Zynga More exclusive branded content for established games
Ad Spending Shifts -Audience usage expands-Interactive media budgets rise
Media costs will increase along with competition
Video -Fueled by social and mobile-Increase in ad space
Continued shift in media support and viewership
Online/Mobile ads focus on recall, awareness, and conversion
Facebook Video Ads, Sign-in verification, Greystripe Full Screen Mobile Ads
Closer association with brand metric goals
Social Shopping Pose, Woot, Amazon, Social Currency, Pinterest, Polyvore
Crowd-Source real-time feedback and suggestions on what to buy and where
Virtual Fitting Rooms Microsoft Kinect, Pose Growing along with mCommerce via smartphones and tablets
Digital Signage Digitial Aisle, usage increasing by retailers Providing customers with a unique interactive experience at point of purchase