Key Trends for 2015-2020: 8. #Meaningful Experiences (by Anne Lise Kjaer)

Key Trends for 2015-2020 | Contribution | MARKETING & SALES BOOKS.

Shaping People, Cities & Businesses

by Anne Lise KjaerMarch 2015

In our latest magazine, Anna Lise Kjaer describes 8 Key Trends for 2015-2020. Here they are…

Click on the pictures to see the Visuals.

1. TOTAL TRANSPARENCY
Reputation is your most valuable asset, but building trust only works if people understand your vision and care enough to be brand ambassadors. That’s clearly not the case for many organisations today, since a 2012 survey of 97,000 people in 30 countries found that 48% of people would not recommend the organisation they work for. GE – which has 300,000 employees in multiple locations – provides a great example of how social media can be a powerful tool for collaboration and building trust. Using a variety of social media platforms, GE invite both their workforce and external stakeholders to join in and influence the conversation, demonstrating that this is a transparent organisation with a strong culture and clear goals.

2. DIGITAL TRANSFORMATION
It’s not enough to embrace digital tools, you have to use them creatively to make a positive difference to people’s lives. That means fast, accessible and multi-channel platforms that bring tangible benefits for your customers.
IKEA’s AR app helps people overcome the problem of visualising a product in their home space. Instead of sketches and tape measure, they use augmented reality (AR) to position virtual products in their home, helping them plan makeovers and get creative about their space. The added benefit for IKEA is reducing the number of customer returns (almost 15%) because people miscalculate how furniture will fit in their home.
Digital Transformation

3. LIGHTWEIGHT NOMADS
Lightweight Nomads are Millennials who see a world without borders. These mobile and tech savvy global citizens are vital influencers so you need to make them part of your community, as customers and employees. It’s estimated they will make up half the workforce and most international assignments by 2020. The key to engagement with them lies in the 4Ps, since over a third of Millennials believe that the goal of ‘improving society’ should be at the core of every business. This group wants to know why they should buy from you or work for you – and that’s a clear motivator for ensuring purpose sits at the core of your organisation’s ethos.
 

4. BETAPRENEURSHIP
A spirit of Betapreneurship is empowering people and businesses to make change happen by fostering collaboration around a new ‘redesign and rethink’ culture. iFixit is a global online repair manual and community that aims to ‘fix the world, one device at a time’. This positive thinking is implicit in purpose-driven organisations. 3M introduced its 15% ‘time to think’ programme in 1948, and many great innovations like the Post-It are the result. Similarly, Google’s 20% time invites in-house entrepreneurial thinking and encourages collaboration.

Organisations must foster disruptive thinking to thrive, as new people-led alliances will be the fuel that drives
tomorrow’s successful organisations.

5. SMART CITIES
Tomorrow’s cities have the potential to be living organisms that act as intelligent automated distribution networks between buildings, transportation, goods, products and services, connecting people and businesses instantaneously. Big Data bring a whole host of opportunities to boost your business image and performance by working for the common good. For instance, New York ‘geeks’ are using city data analytics to solve longstanding urban challenges and make the city more liveable, while the Citymapper app helps people plan faster, cheaper and smoother journeys in a bid to reinvent the city. Access to and sharing of aggregated data sits at the heart of ‘intelligent’ urban planning and positive change.

6. CONNECTED LIFESTYLES
The Internet of Everything (IoE) is bringing connectivityon a grand scale – with 50 billion devices connected by 2020 according to a recent forecast. Phones, wearables, consumer devices and other smart objects are already having silent conversations with each other in the background, opening up a whole new understanding of human behaviour with huge potential to facilitate meaningful experiences and better lives.

Already, almost 70% of Americans are taking control of their well-being through digital health monitoring. The key word here is collaboration, since Smart Living is an opportunity for business to collaborate with people to build better life, health and job outcomes.
 

7. CIRCULAR ECONOMY
Business needs to be at the centre of the communities it serves and that means developing new systems and innovation models that take account of how our lives are changing. With concerns about finite resources and a growing interest in the circular economy, people are increasingly favouring access over ownership and 3 in 5 think that ‘sharing is better’ for the environment’. This invites new approaches in developing and marketing products and services.

Success stories such as Airbnb and Zipcar are just the start of this transition, so you need to look at how
you can help people live better lives, use less and build communities based around sharing resources.

8. MEANINGFUL EXPERIENCES
Conventional ways of measuring success – corporate and individual – are increasingly being re-evaluated, but our goal remains achieving Meaningful Experiences. All the trends in this forecast relate back to a fundamental principle of the good life. As Umair Haque put it: “We need to rethink the future of human exchange. We need to get out of business and into betterness” That means organisations should focus on holistic value propositions to build a lasting legacy. One thing is clear: brands that engage in meaningful exchange through a purposeful strategy, and then deliver on their promises to internal and external stakeholders, are best prepared to survive the challenges of tomorrow’s business environment.

Ode to Kevin Spacey … Renault Espace New Spot

VÉRONIQUE RICHEBOIS / JOURNALISTE | LE 17/04  À 19:06
Après treize ans de silence, la Renault Espace communique sur son nouveau modèle. Avec un ambassadeur de choc, l’acteur Kevin Spacey, destiné à accompagner sa montée en gamme.

Qui a prétendu que le mensonge et le crime ne payaient pas ? Manipulateur, séducteur, assassin à ses heures, le personnage de Frank Underwood qu’interprète Kevin Spacey dans la série « House of Cards », a remis l’acteur sous les feux de la rampe de façon magistrale. Ce qui en langage business, signifie à la fois plus « bankable » pour le cinéma…et plus encore pour les marques.

Renault ne s’y est pas trompé, qui s’offre le comédien comme ambassadeur de sa nouvelle Espace, dans le cadre d’un film signé Publicis Conseil. Un spot au format de 75 secondes (pour le digital) et 60 secondes (en télévision et cinéma) est diffusé en France depuis le 15 avril, accompagné d’un dispositif presse. Tandis que cinq web – épisodes suivront. La campagne sera déclinée dans le reste de l’Europe, avec deux marchés clefs : la France et l’Allemagne.

En savoir plus sur http://www.lesechos.fr/tech-medias/medias/02115835443-kevin-spacey-sempare-de-tout-lespace-1112412.php?4O93jPEuZHlsLrJr.99

Le temps passé sur mobile dépasse celui sur PC au Royaume-Uni – JDN

Le temps passé sur mobile dépasse celui sur PC au Royaume-Uni – JDN.

En 2011, un adulte britannique passait 31 minutes par jour en moyenne sur les devices mobiles (smartphone, tablette…). En 2015, il y consacrera 2 heures et 26 minutes par jour, soit 5 fois plus qu’en 2011, selon les estimations de budget temps média au UK publiées par eMarketer. Pour la première année, le temps passé sur mobile dépassera le temps passé en ligne via les ordinateurs (2h13min) qui continue de progresser légèrement (+3 minutes/an).
Le temps passé sur smartphone devrait encore gagner +17 minutes cette année et dépasser le temps dévolu au média radio (1h31min vs 1h23min). Le temps passé sur tablette a, quant à lui, dépassé en 2014 le temps consacré à la presse (37min vs 20min) et devrait atteindre 48min en 2015. La télévision devrait rester le premier média consommé, avec un temps passé quotidien de 3h12min, en recul de 2 minutes vs 2014.

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Temps passé par média © eMarketer

En additionnant le temps passé par média, sans dédupliquer les phénomènes de multi-tasking, un Britannique aura, en 4 ans, consacré deux heures de plus aux médias majeurs : 9h34min en 2015 vs 7h38min en 2011.
Le cumul des médias digitaux représente désormais près de la moitié du budget temps média : 48,6% en 2015, contre moins d’un tiers en 2011 (31,7%).

 

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Temps passé par média par jour © eMarketer

Why the ad tech industry is consolidating like crazy | VentureBeat | Marketing | by Donté Ledbetter, Decisive

Why the ad tech industry is consolidating like crazy | VentureBeat | Marketing | by Donté Ledbetter, Decisive.

If you’ve been paying attention to the ad tech industry in the past two years, you know that a lot has been happening. Let’s take a quick glance at some of the major acquisitions:

August 2013: Millennial Media acquires Jumptap for $225 million (mostly stock).
September 2013: Twitter acquires MoPub for $350 million.
January 2014: Facebook acquires LiveRail for $500 million.
May 2014: Google acquires Adometry for an undisclosed amount.
July 2014: Yahoo acquires Flurry for between $200 and $300 million.
August 2014: Rocket Fuel acquires [x+1] for $230 million.
September 2014: Millennial Media acquires Nexage for $108 million.
November 2014: Yahoo acquires BrightRoll for $640 million.
March 2015: Rubicon Project acquires Chango for $122 million.
March 2015: Flipkart acquires AdIQuity for an undisclosed amount.
March 2015: Cheetah Mobile acquires MobPartner for $58 million.
March 2015: AppNexus acquires Yieldex for $100 million.
March 2015: Rumors of Google acquiring InMobi

The list gets longer, but I want to get straight to the point. The ad tech industry is consolidating like crazy. This was pretty much predicted, as larger companies are starting to realize the massive opportunity in online, programmatic, and mobile advertising, and small ad tech companies are developing the technologies that will push ad tech through the advertising stratosphere.

One can only wonder why this is all happening, who’s involved, whether it’s a good thing, and what’s in store for the future.

I have the answers right here for you.

A Crowded Space

It’s safe to say that the ad tech industry is extremely crowded. There are probably 20 or more smaller companies at each other’s throats, in addition to the big players who have the wherewithal to stomp on anyone in their path. The market simply cannot sustain the amount of competition that exists. Marketers are confused about where to go with their advertising budgets and ad tech companies are confused about exactly the type of marketer they want using their platform.

The reason the ad tech industry is so saturated is strong demand, especially in mobile.

According to eMarketer, mobile ad spend will top $100 billion in 2016, which will make it the biggest digital ad market. That’s saying a lot for a medium that was considered nascent just last year.

Brands and smaller advertisers are becoming more comfortable with programmatic and mobile. Social data is extremely appealing, retargeting technologies have proven to be effective, ad formats and industry metrics are improving, and the scale of programmatic is unprecedented.

Advertisers are straddling the line between euphoria and confusion as ad supply is increasing and ad technology is improving, yet advertisers still aren’t spending as much as they should on new ad technologies. Maybe there is such thing as too many options?

Big Players & Industry Consolidation

The Facebooks, Googles, Yahoos, and Twitters of the world have eaten up most of the ad tech market share. Not only do these companies provide the interface for advertisers to advertise, they provide the supply based on the data they already harbor about our social and search behaviors and the increasing number of people who use their services.

However, they aren’t the only players in the game. Companies such as AdRoll, Rubicon Project, InMobi, and AppNexus have solidified themselves in the ad tech space.

The big players have spotted a gold mine in ad tech and have decided that it’s easier to throw a couple of million at an acquisition than spend time on R&D to develop the same technologies that already exist. Increased competition means the life of small ad tech companies will be short-lived either because of acquisition or exhaustion.

Is Ad Tech Consolidation Good Or Bad?

Is all this M&A madness good or bad? It’s both.

On the one hand, consolidation will most likely lead to more standardization, better ad quality online and on mobile and less confusion among advertisers. Conversely, ad tech consolidation means limited options and higher costs for advertisers because of reduced competition.

Either way, ad tech consolidation is a sign of a maturing ad tech industry.

The Big Ad Tech Opportunity

Despite all the gloom and doom news you just read about the large players gobbling up everything, there’s still a big opportunity for any company interested in getting a piece of the ad tech pie.

The success of any ad tech company will be measured by its ability to scale, provide more scalable ad formats, provide better analytics and insights, and have a presence in all aspects of advertising (supply side, demand side, and ad integrations).

Unless you can (or have legitimate plans to) scale well, have unique differentiation, can provide a solution to an untapped customer segment, and can compete with the big dogs, there’s simply no reason for your company to exist. Period.

Donté Ledbetter is the marketing coordinator at Decisive. He specializes in digital marketing, brand strategy, and mobile advertising.

Things You Missed at SXSW 2015 by Gapingvoid

This ebook compiles awesome outtakes from SXSW2015. Written by @Briansolis and illustrated by @gapingvoid, it captures why you should be very sorry you failed to get to Austin this year:)
www.gapingvoidart.com/daily

About Gapingvoid:

Gapingvoid is a multifaceted agency, publishing and advisory firm that provides creative services to a broad range of companies based on the drawings and sensibilities of cartoonist, Hugh MacLeod and his business partner, Jason Korman.

“We publish Hugh’s work in limited edition giclée prints and license it for corporate use. The limited editions as well as original works are available here in our store. Gapingvoid also specializes in corporate installations for companies wishing to create dynamic workspaces, brainstorming areas, and enlightening offices. We also provide a variety of advisory services designed to help companies build better cultures, as well as strategies and implementation for social and paid media.”

About Hugh Macleod:

Hugh MacLeod is a cartoonist who has been drawing about life and business for twenty years. Hugh’s blog, gapingvoid has been one of the most popular blogs since the early days of social media, thus developing a loyal following of the best and brightest of Silicon Valley.  It remains in the top 20 of the AdAge Power 150 blogs today.

His work has informed an entire generation of entrepreneurs, advertising execs and senior leadership in enterprise. He has created work for some of the largest and smartest companies in the world including Intel, Microsoft, HP, Roche, Pearson, Dell, Havas Worldwide and Rackspace, just to name a few.

Hugh has written three books published by Penguin, including a best seller, “Ignore Everybody, which began its life as a PDF, downloaded over four million times since last count.

Hugh is loved by the startup community. He has embraced and defined what it means to be a 21st Century entrepreneur in his art, writing, and business. There is no one more qualified than Hugh to bring the entrepreneurial experience to life through art. He has participated in it, chronicled it on his blog and in other media properties, like TechCrunch and Wired.

While Hugh has done most of his several thousand drawings on the backs of little business cards, he has also worked extensively both on canvas and print.

Amazon Echo: Get info and Pilot your Home with your voice.

La dernière innovation d’Amazon, qui ne veut plus se cantonner à la vente, mais également inventer de nouveaux produits. Ainsi, fin novembre Amazon a dévoilé Echo, une enceinte de nouvelle génération, connectée, intelligente et capable d’être contrôlée par une simple commande vocale. Le système se veut intuitif et capable de comprendre un langage relativement naturel, à l’image des systèmes de Google Now ou de Siri. Comme ces derniers, le système se veut également intelligent et connecté: il est ainsi possible de contrôler ses pistes musicales (depuis une application mobile, des radios ou encore le service Amazon Prime Music), mais il est également possible de demander la météo, d’ajouter des produits à sa liste de course, de consulter une définition Wikipédia ou encore de déclencher une alarme par exemple. Pour lancer une demande particulière, il suffit de prononcer le mot clé « Alexa », puis de formuler l’ordre.

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Amazon Echo is always ready, connected, and fast. Just ask for information, music, news, weather, and more. Echo is controlled by your voice for hands-free convenience and is connected to the cloud so it’s always getting smarter.

Echo’s brain is in the cloud, running on Amazon Web Services so it continually learns and adds more functionality over time. The more you use Echo, the more it adapts to your speech patterns, vocabulary, and personal preferences.

Echo is always ready, connected, and fast. Just say the wake word, “Alexa,” for:

  • New – Connected Home: Control compatible WeMo and Philips Hue devices with your voice.
  • New – Pandora: Listen to and discover music from Pandora’s library of over 1 million tracks.
  • New – Traffic: Hear commuting time and the fastest route to your destination.
  • New – Sports: Ask for sports scores and schedules from the NFL, NBA, MLS, MLB, and more.
  • Music: Listen to your Amazon Music Library, Prime Music, TuneIn, and iHeartRadio.
  • News, weather, and information: Hear up-to-the-minute weather and news from a variety of sources, including local radio stations, NPR, and ESPN from TuneIn.
  • Questions and answers: Get information from Wikipedia, definitions, answers to common questions, and more.
  • Alarms, timers, and lists: Stay on time and organized with voice-controlled alarms, timers, shopping, and to-do lists.
  • More coming soon: Echo automatically updates through the cloud with new services and features.

http://amazon.com/echo

Three-fourths of the world’s mobile data traffic will be video by 2019

11 massive predictions about the future of mobile and mobile data | memeburn.

At this stage, telling anyone that we live in a mobile world seems more or less pointless. Our phones are hardwired into our daily lives and, for many of us, can seem more like artificial limbs than everyday devices. They’ve changed the world too. Web designers now think about how you’ll experience a site on a phone or tablet before they think about how you’ll see it on a desktop.

Apps meanwhile have gone from single function curiosities to powerful tools that allow us to do everything from hailing private cars to making investments on the fly.

Given that we’ve come so far since the first cellphone call was made 42 years ago, where are we likely headed to next?

Well, global networking powerhouse Cisco has lifted the cloth on its crystal ball and offered up its predictions for where mobile and mobile data are going in the next few years. And if it’s anywhere near right, then we’re in for some astonishing growth in both spaces.

1. Global mobile data traffic will increase nearly tenfold between 2014 and 2019

Mobile data traffic will grow at a compound annual growth rate (CAGR) of 57% from 2014 to 2019, reaching 24.3 exabytes per month by 2019.

Cisco Exabytes

2. By 2019 there will be nearly 1.5 mobile devices for every person on the planet

There will be 11.5 billion mobile-connected devices by 2019, including M2M modules—exceeding the world’s projected population at that time (7.6 billion).

Cisco devices

3. Mobile network connection speeds will increase more than twofold by 2019

The average mobile network connection speed (1.7 Mbps in 2014) will reach nearly 4.0 megabits per second (Mbps) by 2019. By 2016, average mobile network connection speed will surpass 2.0 Mbps.

4. By 2019, 4G will be 26% of connections, but 68% of total traffic

By 2019, a 4G connection will generate 10 times more traffic on average than a non-4G connection.

<center<Cisco 4G traffic

5. By 2019, more than half of all devices connected to the mobile network will be “smart” devices

Globally, 54% of mobile devices will be smart devices by 2019, up from 26 percent in 2014. The vast majority of mobile data traffic (97 percent) will originate from these smart devices by 2019, up from 88% in 2014.

6. By 2019, 54% of all global mobile devices could potentially be capable of connecting to an IPv6 mobile network

More than 6.2 billion devices will be IPv6-capable by 2019.

7. Nearly three-fourths of the world’s mobile data traffic will be video by 2019

Mobile video will increase 13-fold between 2014 and 2019, accounting for 72% of total mobile data traffic by the end of the forecast period.

Cisco Video

8. By 2019, mobile-connected tablets will generate nearly double the traffic generated by the entire global mobile network in 2014

The amount of mobile data traffic generated by tablets by 2019 (3.2 exabytes per month) will be 1.3 times higher than the total amount of global mobile data traffic in 2014 (2.5 exabytes per month).

9. The average smartphone will generate 4.0 GB of traffic per month by 2019

That’s a fivefold increase over the 2014 average of 819 MB per month. By 2019, aggregate smartphone traffic will be 10.5 times greater than it is today, with a CAGR of 60 percent.

10. By 2016, more than half of all traffic from mobile-connected devices (almost 14 exabytes) will be offloaded to the fixed network by means of Wi-Fi devices and femtocells each month

Without Wi-Fi and femtocell offload, total mobile data traffic would grow at a CAGR of 62 percent between 2014 and 2019, instead of the projected CAGR of 57 percent.

11. The Middle East and Africa will have the strongest mobile data traffic growth of any region with a 72% CAGR

This region will be followed by Central and Eastern Europe at 71 percent and Latin America at 59 percent.

Le multi-tasking et la social TV sont moins présents en Europe que dans le reste du monde, selon une étude internationale de Nielsen – Offremedia

Le multi-tasking et la social TV sont moins présents en Europe que dans le reste du monde, selon une étude internationale de Nielsen – Offremedia.

Le 08/04/2015

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En regardant des programmes audiovisuels, les internautes européens pratiquent moins le multi-tasking que les internautes des autres continents, et sont moins intéressés par la connexion avec les réseaux sociaux, selon l’édition 2014 de l’étude «Global Digital Landscape» de Nielsen.
Seulement 44% des Européens déclarent surfer sur Internet pendant qu’ils regardent des contenus audiovisuels, contre 63% des Asiatiques et 62% des Nord-Américains.
A peine un quart des Européens (26%) déclarent regarder davantage des programmes live s’ils incluent un dispositif social media, contre 49% pour la moyenne mondiale.

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Au niveau mondial, l’étude de Nielsen montre à la fois que la diffusion live et la taille de l’écran demeurent des éléments essentiels pour la consommation de programmes mais aussi que les écrans mobiles et le délinéaire trouvent leur place dans le parcours du spectateur. Ainsi, si 65% des sondés déclarent préférer la vision en live des contenus, 64% disent que la programmation différée facilite leur agenda. De même, si 63% des personnes interrogées estiment que l’écran le plus grand est le meilleur pour regarder des programmes, 59% déclarent qu’il est pratique de les visionner sur leur écran mobile.

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La télévision reste l’écran préféré pour regarder la plupart des genres de programmes (infos, fictions, sports…), à l’exception des vidéos courtes, pour lesquelles les internautes préfèrent l’ordinateur puis le smartphone.

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La dernière édition de l’étude «Global Digital Landscape» de Nielsen, créée en 2005, a été menée entre le 13 août et le 5 septembre 2014, auprès de 30 000 internautes dans 60 pays sur tous les continents.

Paris-Roubaix on Sunday: ‘Hell of the North’ awesome infographic. (Team Sky) + Trailer

This blog is suppose to be about Advertising, Digital and technology.
But, Let’s have a short pause … to Celebrate Hell on Sunday.
Go Sir Bradley! Go !

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Missing in the infographic: 2 record winners with 4 victories each: Roger De Vlaminck & Tom Boonen

67% of the brands could disappear (Havas Media Meaningful Brands)

L’étude Meaningful Brands d’Havas Media représente à l’échelle mondiale un outil unique : 700 marques, plus de 134 000 consommateurs et 23 pays y sont analysés.Meaningful Brands mesure la contribution et l’impact des marques dans 13 sphères du bien-être individuel et collectif (santé, environnement, communauté, économie locale, sécurité financière, vie pratique, etc.) pour une vue à 360° sur la manière dont elles contribuent à la société. En 2015, plus 7.700 consommateurs belges ont été interrogés sur 70 marques de 12 secteurs différents.