mobile

Digital in 2016

sm1

Hot off the press comes We Are Social “Digital in 2016”.

I always suck up this report on digital, social and mobile usage around the world which is seeing ever faster growth.

 

 

The key statistics for digital, social, and mobile media in 2016 are:

  • 3.42 billion internet users, equaling 46% global penetration;
  • 2.31 billion social media users, delivering 31% global penetration;
  • 3.79 billion unique mobile users, representing 51% global penetration;
  • 1.97 billion mobile social media users, equating to 27% global penetration.

This means more than half of the world’s adult population now uses the internet, and (something exciting for me) that well over one-third of the adult population uses social media at least once a month.

It is also interesting to see – just like I was telling the audience at this week’s ISPO Communication Day – social media is moving from broadcasting to being social. It is all about connecting, personalization and providing true value. This will mean a big change for us marketeers! We will need to activate our listening skills, understand what our audience truly wants and well yes…become social.

The full report can be found here:

 

 

Gen Y and Gen Z – what’s the difference

As a marketer, understanding your audience has a big impact on customer loyalty. And so it is also important to understand the next generation of consumers: the Gen Y millenials as well as Gen Z.

A recent report from Refuel Agency shows that much like millenials, Gen Z also do nearly everything from their mobile devices. Both approximately spend an amazing 17 hours a day on some kind of mobile device. And interestingly enough they look more for content than social networking. When it comes to advertising, Gen Z more attention to online video ads and mobile banner ads is paid than Gen Y.  We may see these generation as “kids” but we always have to remember that they are the next consumers.

Gen-Z-Teens-Digital-Explorer_infographic

Infographic by Refuel Agency

The growth continues

Summer is in full swing and we have crossed the first half year mark. Time to look at some digital stats (kindly provided by We Are Social).

Facebook is still the dominating social media platform with almost 1.5 billion users. They are adding more users every day or impressively put ‘6 new users per second’. What is interesting is that what follows Facebook are messenger platforms like WhatsApp, WeChat or Messenger. This is particular interesting development in the mobile social world. People seem to prefer chats to the conventional social networks. Ads on WhatsApp soon?

socialmedia
What also fascinated me is that the statistics show that 225 million people around the world used the internet for the first time in the past 12 months. According to telecommunications giant Ericsson, cellular subscriptions will continue to grow to almost 8 billion active subscribers over the next 5 years. That’ll be more than the world population. And remember: not every world citizen is connected yet!

mobile vs people

What does that mean? As I have written here in the past, as marketers we really need to place more effort on smart mobile devices. Not only are they part of our everyday life, for many people around the world is it their “first screen”, their only device. And they use it for everything from communicating, browsing the web, watching TV to shopping. This is the place where brands need to make an impression because it is becoming more than just a channel.

Speaking of marketing, mobile and social, I really like Talenti’s new ‘Flavorize Me’ campaign that uses social media profiles to create a personalized ice cream flavour. An algorithm analyzes the key words you have in your Facebook, Twitter or Instagram profiles, breaks those down into tastes and then into ingredients that match those. I ended up with “Marmalade Green Chili Biscuit”. Sounds very interesting. Talenti is only available in the US so unless they decide to take my personalized flavor and use it for actual production (which btw according to their website they will let me know by September 15), you will find me eating gelati in Italy this month.

gealti

 

It’s all about Mobile: Some Insights from Mary Meeker’s 2014 Internet Trends Report

Mary Meeker’s State of the Internet presentation gives us a great insight into the Future of Digital – albeit in a 164 page slideshow. Here are some takeaways that I find the most interesting:

  • Internet access growth may be slowing, but not on mobile.
  • Tablet shipments increased by 53% in 2013 – that is a faster pace than PCs ever had. And many consumers are leapfrogging the PC completely as we are living in an era of smartphones.
  • Mobile accounts for 25% of all web usage. That’s 14% increase from last year!
  • We spend 20% of our media time online. But there still is a huge opportunity for mobile ad spend growth.
  • We are using social networks to share more privately than broadcasting – just think of the rise of WhatsApp. This also accounts for photo sharing being up 50% over 2013 in just the first half of this year.
  • Mobile business since 2008 has exploded from $2 billion to $38 billion. This just shows how important it is for media companies to promote high-quality apps for their products and services.
  • Google and Apple are the future. While this may seem obvious we should remember that 8 years ago they had no phone business, today they rule our operating systems.
  • Video still is king. And YouTube cannot be underestimated. It creates stars and is getting huge monetization through ads.
  • And finally China. It is becoming a critical market with 80% of its internet user now on mobile. Plus China is not copying, it is innovating. So we need to keep an eye on that.

And to conclude: the future of the Internet, in one graph, showing screen time by screen type around the world.

mary

 

“If you can’t convince the top, then you can’t be led”

gorillaPretty strong, but true words by Jeff Hayzlett, former CMO of Kodak, now turned marketing guru. He was referring to the fact CMOs need to be at the forefront of their business all the time. They need to be quick and agile, strong change agents within their organization.  In today’s fast-paced times, being satisfied with business as usual is not an option. An organization is only as strong its slowest common denominator and as Hayzlett says “… if the slowest is at the head of your organization, then you have lost before you began.”

There is an indisputable need for top management to embrace the power of digital. And it is the task of the CMO to understand digital as part of his or her marketing organization. Digital has changed marketing by offering us data that allows us to better understand what our customers are expecting, how they want to engage with us and what they definitely do not want to see. Therefore, CMOs must be change agents within their business, constantly making the case for change to the higher up organization whether this is regarding digital or new business opportunities.   Content, mobile and social media are fueling change in our industry. We are moving from a one sided conversation to engagement. All of this means embracing change and adapting to new environments.

And digital will be changing even more of our work environment. In a new report, Forrester analyst Anthony Mullen shows how new emerging technologies will make almost everything digital in the near future from wearables to smart objects. This will mean another shift not only in marketing practices but also marketing skills. It will mean spending more time on innovation such as gaming or interaction models. It will also mean formalizing “working relationships with adjacent practices such as customer experience, analytics, IT, and product design”.

Which brings us back to one of Hayzlett’s core messages “adapt, change or die”. As marketers and CMOs we must be willing to continuously adapt and change in order to meet the future, to spread the spirit of change to our executives and to ensure growth for our organization.