DIGITAL LANDSCAPE
DIGITALLANDSCAPE
TURKEYMARCH 2013
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
CONTENTS
DIGITAL LANDSCAPE CHAPTER 1
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
DIGITAL LANDSCAPE
74.7 millionpopulation
DIGITAL LANDSCAPE
To update this brand zone text, on the Insert tab, click Header & Footer
5
35 million
user
DIGITAL LANDSCAPE
The web and ‘Social’ explosion has given consumers a Voice
32,5 million Facebook users
Digital has 3rd biggest share in overall media spendings as of 2012
Biggest media owner today didn’t exist 11
years ago
%95 spend time on social websites
18,3 milion users/month2nd largest search engine
230 million minute spent every month
21,8 million online video viewers
More than 1 channel. Broadcast content + Youtube > Website >
Forum > Blog
10% smartphone penetration and rising
50% internet penetration20 million broadband users
OVERVIEW / TURKEY DIGITAL SNAPSHOT
DIGITAL LANDSCAPE
Source: Gemius Dec 2012
93,96% 87,69% 71,09% 35,69% 30,74%
30,28% 29,30% 28,25% 28,00% 27,84%
OVERVIEW / REACH FOR MAJOR ONLINE PLATFORMS
DIGITAL LANDSCAPE
2010
2011
2012
%41
%43
%47.2
%57%43
OVERVIEW / INTERNET PENETRATION
Source: IAB TR
YOY Internet Penetration Growth Dec 2012 Gender Distribution for Online Users
DIGITAL LANDSCAPE OVERVIEW / BROADBAND PENETRATION
Source: BTK 2012 Q3
The quality of digital experience and thus the opportunities for brands increases inline with the broadband penetration
2008 2009 2010 2011 2012-3 -
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
5,986,101
6,782,657
8,561,632
14,046,168
19,287,075
The # of Broadband Subscribers
DIGITAL LANDSCAPE OVERVIEW / MOBILE PENETRATION
Source: BTK 2012 Q3
Mobile internet usage increase along with the smartphone penetration
2011-3 2012-2 2012-3 -
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
5,324,701
10,587,586 11,561,579
The # of Mobile Internet Users
2011 2012 2013
12%15%
20%
0.10% 0.60% 1.00%
Smarp Device Penetration
Smartphone Penetration Tablet Penetration
Source: TGI
DIGITAL LANDSCAPE OVERVIEW / VIDEO IS EXPLODING
Source:Comscore Dec 2012
22 MIO TOTAL
UNIQUE VİEWERS
92%VIDEO
VIEWER IN ONLINE USERS
240/MONTHVIDEOS PER
VİEWER
24 HOURS/MONTH PER VIEWER
%300 increase
in premium
TV inventory
DIGITAL LANDSCAPE OVERVIEW / E-COMMERCE VOLUME
Source: BKM 2013 Report
2007 2008 2009 2010 2011 2012 TL-
TL5,000,000.00
TL10,000,000.00
TL15,000,000.00
TL20,000,000.00
TL25,000,000.00
TL30,000,000.00
TL35,000,000.00
E-Commerce Volume
Deal and private shopping initiatives exploded by 2010 and drove the growth for e-commerce in Turkey
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
CHAPTER 2
DIGITAL LANDSCAPE
DISPLAY
VIDEO
RICH MEDIA
STANDART DISPLAY
ADS
PERFORMANCE
SOCIAL ADS
DISPLAY / OVERVIEW
Now Display is powered by technologies that lead it to be:• More engaging• More targeted• More performance based• Effective to use all along
the consumer journey (not only for branding)
DIGITAL LANDSCAPE
Source: ComScore,2013
Jan Feb MSr Apr May Jun Jul Aug Sep Oct Nov Dec
200,000,000
400,000,000
600,000,000
800,000,000
Total Visits by Age Group
15-24 25-34 35-44 45-54 55+
15-24 25-34 35-44 45-54 55+
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
-4.13%-1.52%
8.25%
-1.25%
31.66%
Total Visits (000) Change in Percentage
DISPLAY / POTENTIAL OF DIFFERENT AGE GROUPS
Younger demographics still lead the online presence but +35-44 & 55+ also grow very significantly opening room for potential for brands targeting older segments
DIGITAL LANDSCAPE
Source: Gemius Jan 2013
87,69% 71,09% 35,69% 30,74%
29,30% 28,25% 28,00% 27,84%
DISPLAY / MAJOR PLATFORMS
DIGITAL LANDSCAPE
MedyaNet ReklamZ Mynet Netbook Youtube Facebook Google0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Source: Gemuis, 2013 Total Unique Internet users: 26.302.830
DISPLAY / MEDIA HOUSES & THEIR REACH PROPORTION
Gemius Universe: 26 million
Global platforms are leading the reach but local players are also using their network with variety of sites to increase their reach potential
DIGITAL LANDSCAPE
PRINT Daily
Penetration:
540.000
WEB Daily Unique Visitor:
1.905.000 MOBILE Users:
971.257
PRINT Daily
Penetration:
1.147.000
Daily Unique Visitor:
1.877.000 Mobile: 750.000
PRINT Daily
Penetration:
764.000
Web Daily Unique Visitor:
570.000 MOBILE Users:
508.174
PRINT Daily
Penetration:
538.000
WEB Daily Unique Visitor:
941.000 MOBILE: 795.000
DISPLAY /RISE OF DIGITAL NEWSPAPERS ACROSS PLATFORMS
Consumers are after fresh, updated, real-time news coverage and thus following online platforms of news titles’ much more than the printed ones.
Source: Gemuis Jan 2013, BIAK Jan 2013
DIGITAL LANDSCAPE
Some of the titles’ online reach is even higher than their offline reach
Printed Titles Reach Dijital/Analogue Reach
DISPLAY /DIGITAL VS ANALOGUE REACHES PER TITLE
Source: Gemuis Jan 2013, BIAK Jan 2013
DIGITAL LANDSCAPE
• Rise of video– Premium inventory, TV integrated planning, branded content and viral
opportunities etc)
• Adaptive marketing – use of data, technology and performance
• Targeting– Audience buying rather than inventory buying– Across device, geography, demographic, behaviour etc
• Youtube– Entering Turkey in 1st half and intend to change many balances in online
display and video ecosystem
• Windows 8 launch
DISPLAY /TRENDS & GAME CHANGERS
DIGITAL LANDSCAPE CHAPTER 3
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
DIGITAL LANDSCAPE
22
VIDEO PENETRATION 91,2 % AMONG ONLINE USERS
REGULATIONS ON THE WAY, ILLEGAL CONTENTS BEING REMOVED
MASSIVE PREMIUM CONTENT INCREASE VIA LIVE AND RE-RUN TV-SERIES
5,2 BILLION VIDEOS BEING WATCHED PER MONTH
239 VIDEO & 23,1 HOUR PER VIEWER
Source: ComScore Jan 2013
DIGITAL LANDSCAPE
Method
Instream Advertising
Premium Content
User Generated
Content
Seeding
Video Portals
Device
Desktop iPhone Tablet Android
Online video inventory is available on all devices and contains both Premium Content i.e. Muhteşem YüzYıl and User Generated Content.
VIDEO /ONLINE VIDEO PLACEMENTS & METHODS
ONLINE VIDEO ECOSYSTEM
DIGITAL LANDSCAPE
PREMIUM CONTENT PORTALS
•Single Websites having deal with various content providers to serve the content
•Users can watch various TV content at any time and place
PREMIUM NETWORKS
•Video Networks have different inventories hosted in various sites
•Users can watch various TV content at any time and place
HOW TO PLATFORMS
•Websites having «How to» content
•Mostly editorial videos. Opportunity for branded content.
USER GENERATED
•Websites containing user generated content
•Brands can have their own channels
•Opportunity for viral seeding
PAY TV
•Platforms having deal with content providers to serve the content
•Viewers can reach to the content on different devices via a simple and cheap membership
VIDEO /TURKEY VIDEO LANDSCAPE
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
CHAPTER 4
DIGITAL LANDSCAPE SEARCH / A DIFFERENT MEDIA MODEL
TV, Outdoor, Press, Online Display& PR
Paid Search
Paid Search can compliment all media & should be the backbone of marketing
strategies where applicable.
PUSH PULL
DIGITAL LANDSCAPE SEARCH / THE SEARCH LANDSCAPE
Paid Search Results
Search Term
Natural Search Results
Paid Search Results
DIGITAL LANDSCAPE SEARCH / TURKEY IS SEARCHING
1. P
olan
d
2. U
K
3. F
inla
nd
4. T
urke
y
5. Ir
elan
d
6. B
elgi
um
7. F
ranc
e
8. P
ortu
gal
9. It
aly
10. S
wed
en
020406080
100120140160180
156.8143.8 140.8 138.3 129.9 129.9 129.4
118 114.8 112.3
Top 10 Countries in Europe
Searches persearcher
Note: ages 15+; home and work locations; excludes traffic from public computers such as internet cafes and access from mobile phones and PDAs
Source: comScore Media Metrix as cited in press release, Sep 29, 2010
DIGITAL LANDSCAPE SEARCH / SEARCH SPENDING
Display 40%
Mobil 4%
Classifieds8%
Other1%
Adwords33%
GDN15%
Digital Ad Spendings in Turkey 2012, H1
Source: Iab AdEx Report Turkey 2012, H1
%47 of total digital spending is in Search Engine
Advertising
DIGITAL LANDSCAPE SEARCH / SEARCH TRENDS
Valentine’s Day
Mother’s Day
New Year
Source: Google Trends
Special occasions like Valentine’s Day affect search trends
DIGITAL LANDSCAPE SEARCH / SEARCH TRENDS
Ramadan Period
Source: Google Trends
In Ramadan recipe search volumes increase
DIGITAL LANDSCAPE SEARCH / SEARCH BEHAVIOUR IS CHANGING
Source: Google Trends
Users’ search behavior is changing in time. They tend to search more specific keywords to find more efficient
results now
DIGITAL LANDSCAPE SEARCH / OFFLINE EFFECT ON SEARCH
Source: Google Trends
During Domestos TV commercial ‘Kötüyüm ben’ the search volumes for the brand keyword and
the slogan increased
DIGITAL LANDSCAPE SEARCH / SEARCH EFFECT ON BUYING BEHAVIOUR
Source: Internet Advertising Bureau, May 2008; iProspect & Jupiter, Aug 2007; Google internal study conducted by Milward Brown, 2007
57% of people have performed an online search after watching a TV aD
Likelihood of buying increases by more than 50% when TV and online are used
together
DIGITAL LANDSCAPE SEARCH / OVERALL SEARCH STRATEGY
• Setting a baseline for “ALWAYS ON” approach and BURSTS to promote campaigns.• To ensure consistent flow of traffic to your sites • Tactical SEO & Paid campaign will help build organic rankings + increase volume of organic traffic sites receive.
TIME
EN
GA
GEM
EN
T, S
ALE
S, AW
AR
EN
ES
S
ETC
.
Tactical Search
CampaignTactical Search
Campaign
Baseline line always on search
• Dial up or down• Campaign & channel
alignment• Key periods
After a period of time, SEO will be providing organic traffic
• “Always-on”• Key “Business
Critical” & “Brand” categories
Tactical
Search
Campaign
Tactical
Search
Campaign
PPCPPC & SEO
DIGITAL LANDSCAPE SEARCH /GOOGLE ENHANCED CAMPAIGNS
Before Enhanced Campaigns
Google announced a major change in their «adwords» product in Feb 2013
You will hear from Google the term “Legacy Campaigns. This refers to Before
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
CHAPTER 5
DIGITAL LANDSCAPE
"If you’re a young programmer today, you’re building for the mobile phone, that’s where the action is."
“Mobile will be a larger business than
the PC-Web.”
2009
”What’s really important right now is to get the mobile
architecture right. Mobile will ultimately be the way you
provision most of your services. The way I like to put it is, the answer should always
be mobile first.”
2010
“As I think about Google’s strategic
initiatives in 2011, I realize they’re all
about mobile.”
2011
2012Eric Schmidt
MOBILE
DIGITAL LANDSCAPE
AB C1 C2 DE0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%
TA Mobile Internet Users
MOBILE / MOBILE USERS DEMOGRAPHIC
64%36%
50%50%MaleFemale
TI
Mobile Internet Users
Source: Turkey TGINet 2012r1
15-17
18-20
21-24
25-34
35-44
45-54
55-64
65-74
75+0%
5%
10%
15%
20%
25%
30%
TA Mobile Users
25%
35%
27%
12%
1%
University Graduate High School Secondary School Graduate Primary School Graduate No Formal Education
DIGITAL LANDSCAPE MOBILE / MOBILE USERS DEMOGRAPHIC
Educated Higher SES Male Young
DIGITAL LANDSCAPE MOBILE / BIG PLAYERS
Turkcell Network MoveZ Mobilike
Mobia Admob Boom
Turkuvaz Medya Sahibinden Doğuş
Nokta Medya Google Yandex
DIGITAL LANDSCAPE
Ad models
Text Ad
Banner
Rich Media
Video
Advertorial
Sponsorship
Post – Click Mechanism
Click to Video
Click to MMS
Click to SMS
Click to Call
Click to Download
Click to Web
Targeting Options
Demographic
Behaviour
Device
Location
Carrier
Daypart
MOBILE / DISPLAY ENVIRONMENT
DIGITAL LANDSCAPE MOBILE / MOBILE INVENTORY / OPTIN DATABASE
3.5 M
12.5 M 5 M Targeting Crteria
Club Member
ship
Interest
Mobile Usage
Behaviour
Income
Location
Demography
Device
Roaming Data
OPT-IN DATA BASE POTENTIAL FOR EACH CARRIER TARGETING CRITERIA
DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Move-z
Kelime Avı istanbul.com.tr Mynet
KalorimetreFizy
DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Mobilike
ZaytungStartv
Maçkolik Turkcell Dergilik
DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Mobia
Ekşisözlük
Mahmure
HurriyetFanatik
ekolay
Arabam
DIGITAL LANDSCAPE
Source: appannie.com, Turkey
MOBILE / TOP IOS APPS (IPHONE)
Game is not over.
8 of 10 grossing apps are in game category and
It has just
begun.
Paid Free Grossing
1 WhatsApp Messenger Bounty Racer Clash of Clans
2 Binlerce Film Ben Bilmem Eşim Bilir Candy Crush Saga
3 FIFA 13 by EA SPORTS Can Knockdown Hay Day
4 The Amazing Spider Lazors Top Eleven
5 Wood Camera - Vintage Photo Editor Temple Run 2 Poker by Zynga
6 TV Cebinizde Infinity Blade WhatsApp Messenger
7 iMilyoner iMajiCam Pro Okey Plus
8 Pimp Your Screen - Your Device Never Looked Cooler Candy Crush Saga Slotomania
9 Asphalt 7: Heat PIP Camera Temple Run 2
10 Fruit Ninja YouTube Subway Surfers
DIGITAL LANDSCAPE MOBILE / MMA EXPECTATIONS FOR 2013
Apps will shape brand
marketing
Mandeep Mason, director of mobile advertising,
International, Microsoft
Mobile web FTW
Alex Meisl, chairman and co-founder, Sponge
Retailers will
recognise the power of
mobile
Adhish Kulkarni, SVP, products & marketing, Lumata
Audience targeting
will hit the next level
Gavin Stirrat, managing director, EMEA, Millennial Media
Tablets to become
preferred ad medium
Jay Patel, managing director, IMImobile
DIGITAL LANDSCAPE
Source: The Drum
MOBILE / 10 MOBILE TRENDS FOR 2013
1. Marketers will realize that mobile requires a
total shift in their marketing approach.
2. Tablets will be the biggest short-term
disruptors.
3. Mobile platforms will be the catalyst for next-generation connected
experiences.
4. Sophisticated analytics wrapped around big data
will power smart apps.
5. Mobile will play a leading role in efforts to
engage consumers in emerging markets.
6. Mobile will require more formal
organizations, processes, and governance.
7. Leading marketers will take back ownership of
mobile from agencies and vendors.
8. The role of mobile marketing manager will
emerge.
9. Finding the right strategic mix of staff will
rise in importance.
10. Spending will increase especially to enable
mobile services.
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
CHAPTER 6
DIGITAL LANDSCAPE
“Activate your fans, don’t just collect them like baseball cards in
2013” Jay Baer, Convince &
Convert
SOCIAL MEDIA
“We're moving from a world where we plan campaigns for the
future to one where we adapt campaigns to the moment”
Dick Costolo, CEO Twitter
“The term social will eventually go away. Because
we’re social creatures. It’s who we are”
Paul Adams, Facebook
DIGITAL LANDSCAPE SOCIAL MEDIA / TURKEY’S SOCIAL MEDIA USAGE
%96 of online users are visiting social media platforms
Over 80% of these users spend more than 2+hrs/day on social platforms
Source: Comscore Jan 2013
DIGITAL LANDSCAPE SOCIAL MEDIA / TURKEY’S SOCIAL MEDIA USAGE
Turkey is one of the most «social» countries. And not only interms of time spent on the platforms but also time spent with brands
Source: E-marketer, Comscore worldwide data Dec 2012
DIGITAL LANDSCAPE SOCIAL MEDIA / BIG PLAYERS
Facebook Twitter
Instagram Foursquare
Pinterest Linkedin
DIGITAL LANDSCAPE SOCIAL MEDIA / FACEBOOK USERS
2008 2009 2010 2011 20120
5
10
15
20
25
30
35Number of Facebook Users In Turkey
8 Million
14 Million
23 Million
29 Million
32 Million
Source: Facebook
DIGITAL LANDSCAPE SOCIAL MEDIA / FACEBOOK USAGE
6th biggest Facebook country with 32 million active users
13 million mobile Facebook users (over 40% of all users)
40 % Female
60 % Female
35+Over 20% of all users are 35 and older
%8 I-phone users
%6 Android users
%82 Other mobiles
Source: Facebook & Sociallab
DIGITAL LANDSCAPE
FACEBOOK OVERALL
POTENTIAL PER TARGET GROUP
FRIENDS OF FANS
ALL FANS
16% OF FANS
PHASINGEngagement
Ads
Marketplace ‘Like’ Ads
CONTENTEngagement Drivers/Big Digital Ideas
Engagement Drivers/Big Digital Ideas
Brand Message
Reach Generator
Reach Generator
Organic Content Discovery (Content seen
in Newsfeed)YEARLONG ACTIVITY
Sponsored Stories
Sponsored Stories
Engagement Ads
Engagement Ads
Sponsored Stories
Sponsored Stories
Engagement Ads
Engagement Ads
Engagement Ads
Always-On Investment
SOCIAL MEDIA / HOW TO UTILISE FACEBOOK TO REACH MORE FANS AND GET MORE ENGAGEMENT
DIGITAL LANDSCAPE SOCIAL MEDIA / TWITTER PENETRATION
6 million active users
100% growth in terms of active users in 2012
60% mobile40% desktop users
Source: Twitter
DIGITAL LANDSCAPE SOCIAL MEDIA / PINTEREST
• Pinterest has an increasing popularity that began at the first half of the 2012.
• 505K unique users per month• Younger and more female than the avg
internet user
Male
Female
0% 10% 20% 30% 40% 50% 60% 70%
Pinterest.com
Total Internet
55+
45-54
35-44
25-34
15-24
0% 5% 10%
15%
20%
25%
30%
35%
40%
45%
Pinterest.com
Total Internet
Source: Comscore Jan 2013
J J A S O N D J0
100
200
300
400
500
600
Total Unique Visitors (000) Trend
DIGITAL LANDSCAPE SOCIAL MEDIA / LINKEDIN
• Linkedin has 1.7 million Turkish users. • In 2012, Turkey was the fastest growing
country of Linkedin.• More male and older than the avg
internet user• Major targeting opportunities due to
massive «real» data that the platform owns
Male
Female
0% 10% 20% 30% 40% 50% 60% 70%
Linkedin.comTotal Internet
55+
45-54
35-44
25-34
15-24
0% 10% 20% 30% 40% 50%
Linkedin.com
Total Internet
J J A S O N D J0
0.5
1
1.5
2
2.5
Total Unique Visitors (000) Trend
Source: Comscore Jan 2013
DIGITAL LANDSCAPE SOCIAL MEDIA / BLOGS
• 86% of online users also visit blogs.
• Highly fragmanted ecosystem. Massive longtail potential
Blogger16%
Blogcu10%
Technorati10%
Wordpress5%
Milliyet3%Tumblr
3%Sikayet.var
2%
Other52%
Source: Comscore Jan 2013
DIGITAL LANDSCAPE SOCIAL MEDIA / SOCIAL GAMES
2009 2010 2011 2012 2013 2014 20150
5
10
15
20
25
Social Gamers (millions)
2009 2010 2011 2012 2013 2014 20150
10203040506070
Social Gaming Revenues (mio $)
Source: E-marketer SuperData Research and Viximo, «beyond facebook: look at local social networks en europe, Oct 2011
Most played social games in the world and in Turkey:1. SongPop (FreshPlanet)2. Dragon City (Social Point)3. Bike Race (Top Free games)4. Subway Surfers (Kiloo)5. Angry Birds Friends (Rovio)6. FarmVille 2 (Zynga)7. Scramble with Friends (Zynga)8. Clash of Clans (Supercell)9. Marvel: Avengers Alliance (Playdom)10. Draw Something (Zynga)11. Hay Day (Supercell)12. Baseball Heroes Syntasia)13. ChefVille (Zynga)14. CSR Racing (NaturalMotion Games)15. Candy Crush Saga (King.com)
Source: Allfacebook.com
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / GREAT IDEAS / SECTOR UPDATES
CHAPTER 7
DIGITAL LANDSCAPE E-COMMERCE
Facts and Figures
Purchasing Behaviors
Top 5 Players
Multi-Screen World
TV Effect On Search
Search Effect On Sales
Search Spending Split
Transfiguring Shopping
M-Commerce
2013 Trends
2013 Tag Cloud
DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
Volume & Transactions2
00
5
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
*
0
10
20
30
40
50
60
1,4 billion TL
23 billion TL
31 billion TL
50billion TL
TL bn
*Source: BKM
Growth in e-commerce sector has been slowed down in 2012, still 34% growth realizes over TL 30B.
Number of transactions via Internet has increased 29%, from 126M to 162M.
61% growth expected in
2013
DIGITAL LANDSCAPE
In UK%78*
E-COMMERCE / FACTS AND FIGURES
E-commerce Growth Potential
In USA, time spent online per month
39 hours*
In Turkey33 hours*
In USA, ratio of online buyers to Internet users is
%88*
In Turkey%64*
In USA, ratio of internet users is
%76*
In Turkey%47**
*Source: emarketer, 2012**Source: TUIK, Households Research, Q1 2012
In UK35 hours*
In UK%73*
DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
Who is the online buyer? MaleFemale
15-17
18-20
21-24
25-34
35-44
45-54
55-6465+Metropols
AB
C1
C2
DE
Working
Married
University Graduate
High School
0%
50%
100%
Internet user Purchase in last 6 months*Source: TGI Q2 2012
DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
Who will be the online buyer?
*Source: TGI Aug 2012 survey results
In last 2.5 years, percentage of female online buyers increased
from %30 to %41.
Feb1
0
Feb1
1
Feb1
2
Aug1
2
0%10%20%30%40%50%60%70%80%90%
100%
30% 41%
Female Male
DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
What do internet users buy?
Cloth
es
Shoe
s
Cosm
etics
Mob
ile p
hone
/ ph
one
acce
ssor
ies
Airline
tick
ets
Health
& B
eaut
y Pr
oduc
ts
Book
s
Compu
ter h
ardw
are
Elec
tricit
y or
gas
sup
plier
Small e
lectric
al a
pplia
nces
Cinem
a tic
kets
Home
deco
ratio
n
Toys
and
gam
es
Things
for t
he b
athr
oom
and
kitc
hen
Person
al T
echn
olog
y
Mus
ic do
wnloa
ds
Compu
ter s
oftw
are
or p
rogr
amm
es
Trav
el ti
cket
s (n
on-a
irline)
Plac
ing
a be
t
Tech
nology
for t
he h
ome
Trav
el a
ccom
mod
ation
Holiday
s
Flow
ers
Groce
ries
Spor
ts e
quipm
ent
Educ
ation
cour
ses or
training
Compu
ter/v
ideo
gam
es
Tick
ets fo
r eve
nts
Car a
cces
sorie
sCar
sCDs
DVDs
Other
Furn
iture
Tick
ets fo
r spo
rting
eve
nts
Larg
e elec
trica
l app
lianc
es
Beer
/ W
ine
/ Spirit
s
Mus
ical ins
trum
ents /
equipm
ent
Jewellery
Prop
erty
Fina
ncial p
rodu
cts or
sha
res
Garde
ning
equ
ipm
ent
DIY e
quipm
ent
Recor
ds
0%
5%
10%
15%
20%
25%
30%
35%
*Source: TGI Q2 2012
DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
About once a week
About once a fortnight
About once a month
Once every two or three months
Less than once every two or three months
0% 10% 20% 30% 40%
Online shopping frequency
1 to 99 TL
100-199 TL
200-299 TL
300-499 TL
500-699 TL
700-999 TL
1.000-1.999 TL
2.000 to 3.999 TL
4.000 + TL
Don't Know
0% 5% 10% 15% 20% 25% 30%
Amount of spend (last 6 months)
How frequently and how much do internet users spend?
*Source: TGI Q2 2012
DIGITAL LANDSCAPE E-COMMERCE / PURCHASING BEHAVIORS
Six Key Purchasing Behaviors*
*Source: iconoculture, 2013
Segment Short identifier Shopping categories Digital’s solution Values
Keep Up Frequently used goodsGroceryHousehold staplesHealthGrooming
Shopping listsBasket promptsSwitch-and-save solutions
ReliabilityAccessPracticalityFlexibility
Stock UpFeel prepared for and guarded against budget fluctuations
Household staplesGroceryHealth
KidsSeasonal events Subscriptions
Layaway
ControlConfidenceReliabilityThrift
Respond Daily needs, shortages of essentialsGroceryHousehold staplesHealth
BeautyGrooming
Same-day deliveryOnline prescriptionsArtisan store collections
SavvyPracticalityAccessFreshness
Hunt Mission is less about time but appropriate productElectronicsFashionDecorBeauty
GroomingGiftsSpeacialty foods
Price comparisonsMembers-only sites
SavvySimplicityPurposeDiscovery
Gratify Immediate want or need, less-thought-outIndividual foodstuffsHealthBeauty
GroomingFashion Surprise and mystery subscriptions
One-click purchases
SpontaneityConvenienceIndulgenceAccess
Enjoy A need, but it’s driven by personal enjoyment
FashionDecorHousehold goodsElectronicsCooking items
BeautyGroomingFoodBeverage
StorytellingEditorial selling
ExperienceFunEscapeDiscovery
FUN
CTIO
NA
LEM
OTI
ON
AL
DIGITAL LANDSCAPE E-COMMERCE / TOP 5 PLAYERS
Jan-
2012
Feb-
2012
Mar
-201
2
Apr-
2012
May
-201
2
Jun-
2012
Jul-2
012
Aug-
2012
Sep-
2012
Oct
-201
2
Nov-
2012
Dec-
2012
Jan-
2013
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
HEPSIBURADA.COM MARKAFONI.COM TRENDYOL.COM UCUZU.COM TEKNOSA.COM
Uniqie visitors of Top 5 e-commerce website
*Source: comScore
DIGITAL LANDSCAPE E-COMMERCE / MULTI-SCREEN WORLD
*Source: Google /IPSOS/Sterling 2012
Added value in multi-channel environment – impact of offline / online marketing on each other
of people have used multiple devices
sequentially to shop online
Smartphones’ accessability enables spur of the moment shopping
19%Planned81%Spontaneous
Online shopping is a multi-screen activity
%67
Of people use multiple screens sequentially90%
Search is the most common way consumers continue from one device to another
Consumers move between multiple devices to accomplish their goals
81%Browsing the Internet
67%Shopping Online
46%ManagingFinances
43%Planning a trip
Popular cross device activities:
DIGITAL LANDSCAPE E-COMMERCE / TRANSFIGURING SHOPPING
E-commerce in new formats
E-commerce
Selling in website
F-commerce
Selling in social media channels
Application
Like
Ads
Deals
Share
M-commerce
Selling over mobile devices
Pre-Store
In-Store
Post-Store
Re-commerce
Reselling to whom bought before
Nextism
Statusphere
Excusumption
Push-Commerce
Recommendations to customers
DIGITAL LANDSCAPE E-COMMERCE / 2013 TRENDS
Easier Payment Methods
Becoming multi-channel:
hitting the streets with
new shops or digital windows
Vertical private
shopping websites to be more popular
Offline and digital ad spendings will vary
more
Product description
videos, richmedia and pre-roll ads to be increased
Focus on mobile
and socialFMCG (Cosmetics, health/beauty products and
groceries) becoming an
important online sector
Subscription & rental
e-commerce are growing
DIGITAL LANDSCAPE E-COMMERCE / 2013 TAG CLOUD
Targeted email marketing
Customer segmentation
Remarketing
BIG DATAAnalysis and Reporting
Facebook OfferSocial Commerce
SoLoMoBid Optimisation
PERSONALRecommendation Engines Video video video!
Payment platforms
Delivery options & promotions
Media Channels’ Variety
INTERACTIVITY
Augmented Reality Tools (for testing the fit)
Mobile Applications
Conversion & ROIOptimisation
SEOUp-sell – Down-sell – Cross-sell
DIGITAL LANDSCAPE
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/
CHAPTER 8
DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
AUTOMATED HEALTH
BEYOND SIZE AND
DEFINITION
SENSORS IN EVERYTHING.
DATA EVERYWHERE.
PHABLETS &
TABTOPS
TOUCHLESS INTERACTION
THE APPMOBILE
CONNECTED HOME
EVERYONE IS THINKING MOBILITY
FIRST
DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
Hapifork: Detects the loop made when you pick up food, put it in your mouth, and then return the fork to your plate. If you have carried out the action too quickly it buzzes in your hand to tell you to slow down. Uploads data to a smartphone app to help you keep track of your eating habits
GeckoCap: Small glowing smart button that can be added to any asthma inhaler. Notification system lets you know when each inhaler was used, or when their inhaler is running low.
Withings Wi-Fi body scale: Weighs you and tracks the evolution of your weight. No need to manually track your measurements.
Data & sensors everywhere
DIGITAL LANDSCAPE
Rest’s baby onesie: Employs sensors that detect respiration, skin temperature and body position, sending data to a smartphone or tablet. Warns a parent if child is ill or having problems breathing.
Parrot’s flower power: Wireless plant sensor that helps keep track of the soil around your plant and provides feedback to let you know exactly what you need to do to keep the particular plant species alive
Ubox:Smart pillbox that helps you take your medicine on time. Can share your schedule with your chosen loved ones and your doctor. Warns them if you have missed a vital pill.
NEW TECHNOLOGIES/ CES 2013 UPDATE
Data & sensors everywhere
DIGITAL LANDSCAPE
Fitbit:By day it tracks your steps. By night it can track your sleep. Users keep track of how they're doing by opening the Fitbit app. It can nudge the wearer if they need to be more active as the day goes on.
Trakdot luggage tracker: Can be packed in a suitcase and uses a mobile phone connection to update users on the whereabouts of their luggage. Automatically goes to sleep during flights.
Vue’s disposable 7 day patchCollects more than 5,000 data points per minute. Data uploaded for use as a guideline to determine the need for behavioural modification to promote weight loss and other wellness efforts.
NEW TECHNOLOGIES/ CES 2013 UPDATE
Data & sensors everywhere
DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
Leap motion’s Leap: a $70 device that will enable consumers to add precise three-dimensional motion detection to their computers
Touchless Interaction becoming accessable and mainstream
MYO armband. Lets you use the electrical activity in your muscles to wirelessly control your computer, phone, and other favorite digital technologies
DIGITAL LANDSCAPE NEW TECHNOLOGIES/ GOOGLE GLASS
Allow you to capture what you see with the help of the camera which is placed at the corner of the glasses. You can do all of these with your voice command. You can use the glasses as a navigation device. Your view angle turns out to be your data. Besides, Google Glass will help you to describe what you see. It will also help you to share your photos and videos in social pages with your friend, just with a voice command.
DIGITAL LANDSCAPE NEW TECHNOLOGIES/ 4 THINGS TO REMEMBER
Sensors in everythingData everywhereHyper connected worldThink mobility first
DIGITAL LANDSCAPE
THANKYOU!