Consumer : Media : Technology

2013 Trends
January 2013

2013 But rst, some Punditry

This will be the year of The Drop. We will drop social from social media as all media is social; we will drop digital and mobile from digital & mobile marketing as all marketing is digital and mobile we are entering an era of integration and simplication as people want coherence, impact, joy, and help from people running brands - Jim Stengel

Five Trends for 2013

The Evolution of Social Screens Everywhere Mobile and Mobility Location: the new Context Virtual blends with Actual

Social - Evolution

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

Social - Niche Networks

Although no one is looking for the next big social network, people are willing to join smaller, more specialized, interest-based networks

Social - Personalization

Facebooks EdgeRank algorithm prioritizes content on each users wall and shows them the most relevant content to them.

Social Cloaking/ Blocking

People taking control of what they want to see and who sees their personal details

Social Alternate Brand Currencies

Trading virtual goods, or offering rewards for specied consumer actions

Social The Quantied Self

An emerging practice of self-tracking using social media and technology as a tool of personal and social enlightenment and sharing.

Social - Pictures

In an increasingly visual world, a picture can be worth a thousand words.

Social - Camera Ready

Social media and increasingly pervasive HD drives a culture of Perfect Beauty. Innovations that enable a camera ready image are entering the market

Social Instant Erase

With the growth in photo sharing (and some potentially negative consequences), special apps are being created so that your risque photo will not be preserved for prosperity!

Social - Gamication

Gamication - the use of game mechanics and game design techniques in non-game contexts - is an engaging ways to immerse consumers in brands.

Screens ... Everywhere

100ft 10ft 3ft 2ft 1ft

High Denition and Touch screens are becoming all-pervasive

Screens Everywhere - Window Shopping

New touch screen and gesture technology make it possible to shop and interact even when the store is closed.

Screens Everywhere - Tablets

Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped will be a Tablet (Source: Gartner).

Screens Everywhere - Comfortable Computing

Lean Back Lean Forward Comfortable

TV Desire Experience Breakthrough Seeking entertainment Watch Creativity

Web + Seeking information + Read, engage + Interactivity TBD

iPad/Tablet + Seeking experience + Touch, do + Effortless immersion

Tablets represent the third era in screen engagement

Screens Everywhere Passive / Interactive

Tablets can make a traditional passive media like TV interactive, social and transactional

Screens Everywhere Asset Heavy to Asset Light

From pay-for-ownership of physical assets in a xed location, to on-demand, instant access anywhere paid for by advertising or subscription.

Screens Everywhere Life is Beautiful

New High-Denition screens can give print-like quality with the added benet of backlighting, motion, interactivity and transaction

Mobile One screen to rule them all

In 2013, mobile phones will overtake PCs as the most common Web access device worldwide

Mobile Rapid Growth and Accessibility

$95

$70 Smartphone penetration is not only growing rapidly but lower-cost devices are proliferating

Mobile The Everything Interface

Increasingly many aspects of peoples virtual and physical lives can be controlled by specialized mobile phone apps effectively becoming a remote control for life

Mobile Media Multitasking

Screen-shifting and parallel consumption are making formerly passive entertainment interactive enabled by internet enabled mobile devices and custom apps

Mobile Frictionless Purchasing

Mobile payment will no longer require typing or swiping, just a bump or a gesture

Mobile - Effortless Content

Pre-digested or curated content helps navigate the boiling sea of information in a mobilefriendly format

Mobile - Facial Recognition

Built-in Apps like Recognizr offer Minority Report-style opportunities for brads to offer personalized offers to consumers

Mobile - NFC Tags

Like QR Codes on steroids. Easy ways for brands to provide downloadable information and transaction opportunities.

Mobile - Flexible Screens

Increasingly exible and thin screens increase mobile go-anywhere versatility

Mobile Nomophobia / Juice Jitters

My phone is my fth limb brands can offer utility to nd phones or recharge.

Location

The biggest shift in consumer behavior is guided by smart phones and all they enable be it social, local or mobile. Time and location based media are growing.

Location The New Context

Not just what media is being consumed, but where the consumer is and what real world activity they are undertaking

Location Maps and Mashups

With the mobile phone becoming the new default for nding your way, it is also becoming the default for nding places, products, services and people near you now.

Location - Apps
Foursquare Google Places Nike+ Where

An array of (often free) apps are available to leverage digital maps and social recommendations to real world locale

Location - Geofencing

Geofencing presents huge targeting opportunities and a new ability to interact with consumer near or at point of purchase.

Location Mobile as In Store Medium

Mobile is increasingly being used by shoppers for in-store reviews and price-checks. Marketers can deliver incentives in real time to affect the key moment of purchase.

Virtual to Actual

With the advent of always-on and ubiquitous internet access, and ever-increasing digitization our actual and virtual lives are starting to blend in to one.

Virtual / Actual Digitized Reality

Real world hybrids combine digital functionality with the palette of the physical world. Augmented reality is one facet of this.

Virtual / Actual Real World Liking

Technologies like RFID seamlessly combine with social media, empowering consumers to Like real world objects as well as digital or virtual ones.

Virtual / Actual - Everything is Smart

Formerly dumb devices will be controllable by and offering feedback to Smart devices

Virtual / Actual - Tech Humanization

Voice and gesture control means our technology will adapt to us rather than us adapting to it. Our digital experiences will be more intuitive and tech will take on a human persona

Virtual / Actual - Rematerializing

Brands are creating physical products to enhance or embody the virtual digital lifestyle so consumers can enjoy a tactile, tangible object as part of their digital consumption

Closing Thoughts
Give Social a chance to touch every part of your business Explore niche communities/ content Explore ways of adding geo-relevance Make every communication interactive via mobile Engage and reward our always-connected consumers

Food for Thought?

Thank You

francis.anderson@savannah-strategies.com