The Baltic Digital Landscape 2012
52
M O V I N G A LONG THE HYPE CYCLE Baltic Digital Landscape 2012 by Jānis Polis LIKE THAT 11.10.2012
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A presentation on current state of digital media and digital marketing of the Baltic States - Latvia, Estonia and Lithuania. Delivered on "Take Me" marketing conference in Kaunas, Lithuania on 10th of October, 2012.
Transcript of The Baltic Digital Landscape 2012
MO
VIN
GAL
ONG
THE HYPECYCLE
The Baltic Digital Landscape 2012
byJānis PolisLIKE THAT
11.10.2012
Jānis PolisDigital communications consultant LIKE THAT
@JanisPolis
linkedin.com/in/janispolis
Hype? WTF?
On SlideShare? Click for next slide to watch video.
Digital hype? WTF?VOLVO FH 2012 truck. Market price – 130 000 EUR. Target consumer – not me or you.
Communication channel in Latvia?
Hype cycle? WTF?
(c) 1995 Gartner Inc.
Hype in Year 1900
Hype in Year 1900
Reality in year 2012
Hype. Where exactly?
Where exactly?
WEB
MOBILE
SOCIAL
MEDIA CONVERGENCE
Web.Speed
Avg. download speed April – October 2012
Web.LV
+MailSocialNewsClassifiedsInfo catalogues
Web.EE
MailSocialNewsClassifiedsInfo catalogues
+
Topic specific vortalSearch
WEATHERTV PROGRAMME
Web.LT
MailSocialNewsClassifiedsInfo catalogues
+
Topic specific vortal
Web.Baltic.ProfilesLATVIA ESTONIA LITHUANIA
Do a little bit of everything online
Desperately want to display independence, so hate Gmail and Facebook
Have a lot of questions
Afraid to search outside their borders
Obsessed with weather and TV
Buy and sell a lot of cars
Read news to find out what to buy and sell
Buy and sell everything
Meet online, make babies and then try to find out what to do with them
Web.Commerce
Every month Few times a year Once a yearNever
Year 2012 data on Latvian internet users purchasing goods or services online
Web.Entertainment
WEB. Where exactly?
Social.BalticLATVIA ESTONIA LITHUANIA
Social.BalticLike page and share this shit to win 5 Macbooks? Sure!
Why? Who cares!
Social.BalticLike our brand
and click on our LOGO
1 000 000 timesin 60 seconds to WIN, WIN WIN
FAMILIAR?
Social. What rules?SERVICEand/or
CONTENT=
useful stuff
P.S. Free stuff rules too, it just doesn’t help anyone very much.
Social. Banks rule.
...because we care about our money.
Social. Telcos rule....because they love to talk and fight. And we’re addicted to our phones.
Social. Media rule....because they create content we care about and can’t wait to share.
Social. Shues rule....because... you tell me why, women!Draugiem.lv top brand pages
Social. Lost in the woods
Social. One Question
WHERE THE F K IS THE MONEY?
/YOUR BOSS. Sometime soon. Hopefully./
Social. Where exactly?
PAN-BALTIC
Mobile. We there yet?
Mobile.Penetration
PAN-BALTIC
SMARTPHONE PENETRATION
~15%
Mobile.Browsing
PAN-BALTIC
MOBILE PAGEVIEWS
Mobile.Web
PAN-BALTIC
Intensive conversion to mobile friendly web
Mobile.Apps
PAN-BALTIC
Low smartphone penetration and small markets does not encourage brands to develop mobile apps
Mobile.Payments
PAN-BALTIC
Slow acceptance of mobile payments outside SMS
Mobile. Where exactly?
YourFavoriteRadioStation.com
?
Media convergence?
Convergence.Television
Convergence.Television
Convergence.Print
Convergence.Print
On SlideShare? Click for next slide to watch video.
Convergence.OOH
Convergence.OOH
On SlideShare? Click for next slide to watch video.
Convergence.Phygital
Phygital is the concept of using technology in a way that bridges the digital with the physical world, providing unique interactive experiences for the user. LINK
On SlideShare? Click for next slide to watch video.
Media Convergence. Where exactly?
Full Cycle. Or Circle?
DIGITAL. Hype. Where?
BALTICS. United in Digital
Homework
...because we love to dominate your charts
