ONLINE TRENDS 2013

2013 wird interessant und bewegend. Zwei digitale Trends sehen wir hier insbesondere für Mittelständische Unternehmen als hochrelevant.

Wir nennen das SOCIAL MOBILE PERFORMANCE.

1:0 MOBILE:

Nachdem sich in den letzten 2 Jahren die Verfügbarkeit von mobilen Endgeräten auf über 30% entwickelt hat steht ein neuer und direkter neuer Medienkanal zur Verfügung der die digitale Welt direkt mit der realen Welt verbindet. Web to Shop ist möglich und bietet neue Möglichkeiten im Bereich Kommunikation. Die Grenzen zwischen Vertrieb und Kommunikation werden auch im Stationären Vertrieb weiter verwischt.

2:0 SOCIAL

Facebook hier Facebook da, Facebook tralalala. Ja auch wir können den Hype um Facebook nicht mehr hören, aber aus Marketingsicht ist dieser Kanal gerade dabei sehr interessant zu werden. Der Druck auf ein ROI für Facebook Investoren/Aktionären führt zu einigen Entwicklungen im Werbeprogramm von Facebook die uns neue und qualitativ hochwertige Instrumente bieten. Hier stehen uns zum einen direkte und schnelle Kommunikation zu unseren Zielgruppen zur Verfügung und im Vergleich zu Google’s AdWords Programm mit dem Vorteil auch qualitative Zielgruppenmerkmale (Einkommen, Bildungsabschluss, Interessen, Hobbies, Beruf etc.) zu modelieren. Eine durchdachte Zielgruppenmodellierung kann im Laufe der Kampagne dann nicht nur zur Generierung von Traffic und Sales genutzt werden, sondern auch interessante Insights zu den Potenzialen in den unterschiedlichen Zielgruppensegmenten bieten.

CLASSIC VS. ONLINE (PART X)

Yes – i work in the agency business, in one of that global ones, big ones, creative ones and media neutral ones.
BUT
I donnot get the point. Last night i had the great chance to listen to some nice ideas by digital pioneers. It started with the typical introduction of some successful founders, owners or managers in the field of digital marketing. Introducing to the topic of mobile marketing in the way the digital landscape changed from their first MAC and bulky mobile phones to the iPhone now! YEAHHHHH the world is great with that piece of ICs, processors and display.
Comming from 10000000 downloads of Apps from the store to some 10000000000000*3600*2+1 calculations that would have led me to a straigh „YOU FAILED“ in my math class back in highschool. Everything has changed, everything will be different and WE can now participate in just producing those thingies and make BIG $$$$.

THANKS TO DEAN DONALDSON (Experience Strategist at Eyeblaster) the keynote lead to the reality again pushed by the future potencial in this channel.
Ckeck out his Blog: www.deandonaldson.com/

Even the iPhone is a „killer“device the reach of this device is still homoeopathic. Also competitor will follow in this field of smart-deivce and even pushing forward in even more directions as the backed services in this field vary a lot from Apple to Google to SonyEricson.

The point that came out quite clear again was, that the professionals in the audience mainly discussed around that new ways of communication, new ways of formats, new advertising. They talked about the shift in spendings and consuming media and content. But i think they all missed that important centerpiece of this future. This devices will not fully substitute existing environments of consuming media and content like the TV settings at everybodies home or the outdoor placement in our cities, on vehicles etc. But they definitely will stretch our media-break-bottle-kneck and connect advertisign straigh to the products and service or deliver complete new services nobody imagines today. We will not talk about a near future without paper and outdoor posts, but a more digital infrastructure in this existing environments that make connections from masses to individuals seamless. We will still need the impact of mass media but connecting it in the right form with the right content (ie. by connected digital billboards) for the interested user (connecting via RFID handshake and 3G connection). This will make that big shift. Not just talking about bollocks and making the most boring look intersting but proofing the smartness of the advertised product right away.

THESIS #1: THE DIGITAL DEVELOPMENT WILL TOUCH ALL FORMS OF MEDIA IN THE FUTURE
THESIS #2: CONTENT COSUMING WILL INCREASE IN TERMS OF QUANTITY AND AVAILABLITY
THESIS #3: THE ROLL OF CLASSIC MEDIA WILL CHANGE
THESIS #4: MOST CLASSIC MEDIA ENVIRONMENTS WILL STAY
THESIS #5: SEAMLESS TRANSACTION FROM ADVERTISING TO PRODUCT, FROM MASS- TO DIRECT-CONTACT
THESIS #6: WE ALL WILL BE WRONG, AND EVERYTHING TURNS OUT TO BE DIFFERENT THAN WE THINK TODAY