Webit 2012 summary
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Mobile connectivity and internet usage on smartphones is growing rapidly around the world. Customers are always accessible through their multiple devices and locations. E-commerce is also growing, expected to reach $10 billion in Turkey by 2012. Marketers need to understand a customer's "digital self" through their online activities to enable targeted marketing across various platforms and screens, including smartphones, tablets, PCs, TV, and offline channels. An interactive approach that allows customer expression is important for marketers to connect with customers in this changing digital landscape.
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Webit 2012 summary
- 2. New Concept : Always Adressable Customer Customers are always adressable thanks to : 0 Multiple devices 0 Multiple locations 0 Being able to access the internet frequently
- 3. Facts On Mobile Internet 0 In 2010 mobile internet usage was 9% 0 In 2011 mobile internet usage was 22%! Smart phones are expected to cannibalize desktops in the near future!
- 4. Mobile Connectivity 0 Mobile connectivity is the catalyst for growth in top 20 fastest growing economies. 0 60% smart phone penetration is expected in developed markets, in very near future. 0 Mobile connectivity improves many aspects of life from Banking to Education, Agriculture and Health Mobile connectivity makes communities more social and gives people a voice!
- 5. Turkey Facts 0 14% smart phone penetration in mobile phones 0 46% of new mobile phone sales are smart phones 0 44% log on everyday 0 88% use their smart phones on the go 0 Expected to be 3rd country over the next couple of years according to App download
- 6. Changing Patterns in Customer Behavior 0 Enormous amount of information 0 Social sharing&engaging 0 Shortened purchase cycle 0 Shop any time Customers are in control! Push Strategy vs. Pull Strategy
- 7. E-Commerce 0 2011 Volume : 4 billion USD 0 2012 Expected Volume : 10 billion USD (revised from 7 billion USD) Minimal steps are required for easier shopping!
- 8. New Concept : Digital Self 0 It is every click, tap&key stroke we make on a connected device 0 A lot can be predicted from knowing someone’s digital self 0 Digital self makes targeted marketing possible However, be careful about the relationship you set up with a customer! Don’t push boundaries too much!
- 9. Location Based Services On The Rise! 0 28% of all US adults uses social location based services 0 126% increase in access of social sites from mobile devices compared to just one year ago 0 68% of social networking users are on mobile device
- 10. Multi-Screen World 0 4 screens are used simultaneously 0 Tv 0 Notebook/Desktop 0 Tablet PC 0 Smart Phone 0 85% of mobile/PC users access the web while wathcing TV A marketer has to be on these 4 devices at the same time to be successful! 24% lift in recall in multi-screen campaigns!
- 11. The Rise Of The Platforms 0 Be present on the platforms 0 Search engines 0 Social platforms 0 Websites 0 Displays 0 Youtube 0 Offline channels 0 Mobile Interactive advertising important! Connect with people! Invite people, let them express theirselves!