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Although you might be in B2B marketing, I think you want to know about what's currently happening in the consumer world. There are definitely some early warning signs of trends that are coming your way... ---- Communication with motion Not so long ago, in March 2013 to be precise, Red Bull organized the Red Bull Crashed Ice Kinect– Digital World Championship. In this competition, Red Bull uses a Microsoft Kinect. This is just a first example we all know, of how people interact with technology today. There are more examples: Nike has Nike+, in which a smartphone app logs your exercise activities. You can then share your walking, running, or biking results with your friends on social networks. They now also developed "Nike Fuelband": it's another wearable electronic which looks like a wrist watch. Little lights indicated how much exercise you had that day, indicating if you reached your exercising goals for that day. ---- People want instant access to information The encyclopedia Britannica printededition stopped being printed after 200 years this year. That’s because people consume information differently today. Today, people want instant access to information. What's the weather going to be today? Where are the traffic jams? What's the name of this street? Instant access to information, that's what they want. That’s why you have Google Glass today and maybe an Apple iWatch in the future. Further down the road we have LCD contact lenses knocking on our door: researchers of the university of Ghent (Belgium) are working on LCD Contact Lenses which would display information on or retina when we need it. Crazy? maybe. But that's what they said of the first "Nokia Communicator". Who would carry that clunky brick in his pocket? Now we are all having large smartphones. ---- Disappearing user interfaces Bart De Waele (@netlash) recently pointed me out to this trend: buttons are disappearing. And it's true: we all now have tables and smartphones in which we expect these things to be "swipe" and "touch". Increasingly technology is removing the natural barriers we had before (keyboard and mouse). These old user interfaces are now replaced with touch, gesture, motion, and voice. We only have to wait before "odor" is added to that list. Oh wait, "odor" is already part of that list: Smell-O-Vision developed a small extension to your smartphone capable of releasing "odors". They claim it enhances the gaming experiences by adding e.a. gunpowder scents. Or you could send a text message that included a romantic perfume scent. Continue reading on my blog : http://www.b2Bmarketingexperiences.com
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Tom De Baere, 27/06/2013
Consumer trends that will impact you marketing strategies
PREPARE FOR THE VISUAL TSUNAMI
Red Bull Crashed Ice Kinect – Digital World Championship
EUSatcom Conference, June 2013, @tomdebaere
Apple iWatch? Google Glass
Instant access to information
Researchers University Ghent, Belgium
LCD Contact Lenses
EUSatcom Conference, June 2013, @tomdebaereDisappearing user interfaces
Wi-Fi based gesture recognition
CONTENT OVERLOAD
In 2011, every 60 seconds…
• 168 Million Emails
• 25+ hours Youtube
• 700.000 search queries
• 1.500 blog posts
• 13.000+ iPhone Apps downloaded
TODAY - SOCIAL MEDIA EXPLOSION
Source : Wikipedia
TODAY - SOCIAL MEDIA PHOTO SHARING, EVERY DAY
Source : KPCB
TODAY – HOURS YOUTUBE VIDEO’S UPLOADED EVERY 60 SECONDS
Source : Google
Life logging camera
ADVERTISEMENT OVERLOAD
200 million “Don’t Call”
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
On-Line banner “blindness”
INCREASINGLY WE COMMUNICATE “NATURALLY”
90% OF ALL INTERNET TRAFFIC WILL BE VIDEO IN 2017
CDN’s will carry 51% of all internet traffic
Mobile devices take 55% of IP traffic
+66% CAGR mobile data traffic
VOD will triple by 2017
Source: Cisco VNI, 2013,
STREAMING VIDEO GOING GLOBAL
EVOLUTION OF LINEAR AND NON-LINEAR TV VIEWING (% OF DAILY VIEWING PER PERSON) (AVERAGE IN EU BIG 5)
Source: IHS – ScreenDigest: Cross-platform Television Viewing Time FY 2012Note: Forecast from 2012 // * 2020 forecast by EBU
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020*0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
99.8% 99.5% 99.0% 98.1% 97.0% 95.7% 94.4% 93.0% 91.4% 90.1% 88.8% 87.6%82.4%
0.2% 0.5% 1.0% 1.9% 3.0% 4.3% 5.6% 7.0% 8.6% 9.9% 11.2% 12.4% 17.6%
Big 5 Linear average Big 5 Non-Linear average
FIXED LINE INTERNET TRAFFIC, PEAK PERIOD, US
Source: VPNstudy, 2013
INTERNET TRAFFIC, PEAK TIMES, EUROPE
Source: VPNstudy, 2013
MOBILE TRAFFIC, PEAK TIMES, US
Source: VPNstudy, 2013
MARKETING LESSONS
Provide instant access to your customers
Integrate visual communication into your tools
Start taking video very serious
Mobile is taking over the world
THANK YOU
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