The Power of Digital Platforms
0 likes3,171 views
This document discusses the significant transformation within the media industry due to the rise of mobile digital platforms. It highlights the shift in consumer behavior towards mobile usage, emphasizing its dominance in media compared to traditional platforms like PCs and TV. Additionally, the text explores the importance of personalized content marketing and the necessity for businesses to adapt to a mobile-centric environment to remain relevant.
![The future of media
Personalisation
‘Articilisation’
Technological algorithms
Engagement
TV formats – NetFlix !
Not print, not PDF
[Not Africa now]](https://image.slidesharecdn.com/thetransformativepower-140130085349-phpapp01/85/The-Power-of-Digital-Platforms-26-320.jpg)
The Power of Digital Platforms
- 1. The Transformative Power of! Digital Platforms in the Media Industry
- 2. Mobile Weapons of mass distraction
- 5. • The world as we know it is changing • Digital platforms are evolving to meet our needs and wants in new ways • Everything is shifting to mobile
- 6. Mobile has become the #1 ! mass media in SA in 2013
- 7. Mobile has become the #1 ! mass media in SA in 2013 35 30 25 Radio TV 20 Read Magazines/Newspapers Landline at home 15 Mobile phone 10 Desktop/Laptop 5 0 2005 2006 Source: AMPS Adults in million 2007 2008 2009 2010 2011 2012 2013
- 8. Mobile device use is eclipsing ! that of PC’s worldwide 3 000 000 000 2 500 000 000 Tablets 2 000 000 000 We are here 1 500 000 000 Smartphones 1 000 000 000 500 000 000 Personal computers 2000 2004 2008 2012 2016
- 9. The future is mobile 3000 2500 2000 Consumer broadband connections (millions) Mobile 1500 Fixed 1000 500 0 2005 2010 2015
- 10. Mobile is booming in SA: ! Mobile internet users 25 23.1 20.1 20 Millions 16.8 15 13.2 9.5 10 5.8 5 3.1 0.6 1.3 0 2008 2009 2010 2011 2012 2013 2014 2015 2016
- 11. Explosion of Mobile M24 Magazines Mobile vs. PC growth trends December 2012 December 2013 Unique Browsers: 34% 66% PC Mobile 39% 61%
- 13. MyEdit • The MyEdit app has seen an interesting split of digital platform usage phone 70% vs. tablet 30% • This shows that smartphones and mobility are all important to the modern day consumer
- 15. Mobile: More than just calling ! and texting device } “Cell users now treat their gadget as a body appendage” -Lee Rainie, Director of Pew Research Centre’s Internet & Life Project
- 16. Consumer Behaviour is changing • Always ‘plugged in’ – never leave home without smartphone • Access to all content • Instant gratification – I want it now • Mobility – I can get anything I need from my smartphone • Companionship
- 17. Smartphones are used everywhere 97% at home 88% on the go 81% in a store 87% at work access the Internet every day on their smartphone 63% Source: IPSOS-Markinor 37% 37% would rather give up TV than their smartphone
- 18. App usage is ubiquitous with:! ! 17 apps installed on average 7 apps used in the last month 3 paid apps installed on average Smartphone users are avid video watchers" 71% of which 11% use video at least once a day Source: IPSOS-Markinor Source: IPSOS-Markinor
- 19. Misbeliefs • There is a myth that mobile advertising does not work. But, • We have seen conclusive results and impressive ROI’s:
- 20. Content Marketing • Content marketing is changing the approach of advertisers • The growth of digital, mobile platforms means that advertising has shifted to targeted, personalised engagement that are focussed on building brand loyalty instead of selling products
- 21. • We no longer rely on traditional media to ! help us make decisions • Our beliefs and decisions are now ! reaffirmed by our social graph ! and digital ecosystem • Our entire outlook is adapting ! to our connected ! environment
- 22. Smartphones are critical ! for local business 72% connected with the business 31% 78% 39% told others about it visited the business made a purchase 90% of smartphone users look for local information on their phone 93% take action, such as making a purchase or contacting the business Source: IPSOS-Markinor
- 23. Shopping Smartphones are critical shopping tools with 85% having researched a product or service on their device ! 39% 41% 24% then purchased ! via computer then purchased it offline then purchased on smartphone
- 24. The future market Retail Media & Entertainment $ 17 Trillion! Travel $ 2 Trillion! Advertising $ 0.9 ! Trillion! $ 0.6 ! Trillion!
- 25. Surprises • The belief is that mobile platforms are used only for quick-hit ! stories and tweets instead of ! longform reads But • Long reads and mass consumption of content is also extremely prevalent • 80% of people said they would watch TV on their phones and 88% said they’d watch movies
- 26. The future of media Personalisation ‘Articilisation’ Technological algorithms Engagement TV formats – NetFlix ! Not print, not PDF [Not Africa now]
- 27. Social Media! Growth of mobile consumers is eclipsing desktop users. Many opportunities and challenges Ecosystem of ! ‘experiences’ ! Advertisers’ changing spending patterns – as they move between advertising media and platforms We present relevant content which delivers ‘experiences’ to the consumer
- 28. Content creates experiences • The content that we choose to consume is shaping our ecosystem of experiences • This ecosystem means that all the content we want is easily accessible and relevant • We know and trust our sources on a personal level • Content stays king
- 29. Monetise these content ‘experiences’ Subscriptions Advertising Commercial Activity e-commerce
- 30. Take Away: • Whether you are in Business, Marketing, Medicine, Media, Education, Retail, Advertising, Logistics, Development, Sciences, Engineering, Humanities and everything else: • If you are not playing mobile, it is too late, ! you are dead
- 31. Thank you! For the presentation go to ! www.willembreytenbach.com