The New Digital World

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The New Digital World
Impacts of technological changes in how people
relate to media and consume products
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• New technology has changed the world forever

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Geographical borders compete with globalization
You belong to tribe of Americans? or Ipod? or
Nike's? What defines you?
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Behavioral boundaries between generations is
becoming less radical
You do not have to be 20 years old to live on
your Ipod , to travel around the world, to dive
on the web or to practice adventure sports
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Different cultures intermingle
The Average Joe loves the funk, the best
ballads are mixed, the DJs go to Hollywood ...
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Consumer good industries are transformed into
service providers
Now you not only buy a car you buy a transport
that is insured, has financed and technical
assistance for X monthly ...
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Consumer is saturated of information
A simple New York Times edition contains more
information than consumed by Europeans of XVIII
century throughout their lives ...
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Technology is everywhere, in every moment of our
lives
Much of today's consumers browse Web, watching TV
and talking on Mobile in bed, kitchen or bathroom
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Excess of choices and "tyranny of the new" is
the general rule
H M changed their collections every 15 days,
and average life of a movie is only 3 weeks ...
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Young people have increasing power
Today, the video game industry is bigger than the
film industry ...
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Consumer has power, know to use it and is ready
to punish those who do not respect them
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and communication components are
becoming increasingly complex
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5 channels
12 channels
30 channels
2 digitais
23 digitais
iPod Blogs Online videos Mobile Internet Video
Games Games for PC ORP Games Mobile Games Text
Messaging (SMS) Video Mobile Download
Movies Podcasts Instant Messaging Social Networks
Newspaper Magazine E-mail Television Radio CD
Player TV out Computer (PC) TV satellite
Internet Mobile DVD Players MP3 Players Tivo
/ DVR Slingbox
Newspaper  Television   Magazine   Radio  
Eight Track
Newspaper  Television   Magazine   Radio  
Eight Track   Cassette tape   Walkman   VCR  
TV out   Computer (PC)   Video Games (Console)
  PC Games
Fonte Piper Jaffray Co.
Source Piper Jaffray Co.
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Consumer attention is fragmented
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An explosion of contact points
An explosion of contact points
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Search is the start for everything

• 87 of the population use search engines as their
  primary means of finding sites1 (making it the
  top online activity for web users)
• Studies at least half of all e-commerce
  transactions began with a search2
• Adding search engine advertising to a marketing
  mix significantly improves reach, allowing
  advertisers to target groups of high interest for
  a broad range of products, with different
  campaigns targeted to different segments (e.g.
  parents, girls under 12 etc).
• Search Engines are the most popular source of
  traffic for Shopping and Classified sites
  (accounting for a quarter of all traffic).3

1 Searchenginewatch 2 Search is brand,
WebOptimiser.com 3 Search is Brand,
WebOptimiser.com
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Digital evolved in 5 just years
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Consumers are behaving differently
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Online example Digital Kids
Information
Communication
Entertainment
Gaming
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Online example Digital Parents
Information
Communication
Entertainment
Retail
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We are living a new era in internet
NUMBER OF INTERNET USERS IN THE WORLD
77 MM
400 MM
500 MM
1.000 MM
1.400 MM
1994
1998
2000
2003
2006
2008
INFORMATION AND COMMUNICATION ERAS
Source GOOGLE, 2008
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In this context the Social Media concept arises
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It is a global phenomenon, regardless
socio-economic or cultural circumstances
580 MM OF SOCIAL NETWORKS USERS IN THE WORLD IN
2008 GROWTH OF 25 compared to 2007
AVERAGE OF HOURS IN BROWSER SOCIAS NETWORKS BY
MONTH - AUG 2007
3 h
EUROPE
4,2 h
North AMÉRICA
2,6 h
ASIA andPACÍFIC
ÁFRICA andMiddle-East
2 h
6,3 h
Latin AMÉRICA
3,4 h
GLOBAL AVERAGE
Source COMSCORE WORLD METRIX, TOTAL WORLDWIDE
AUDIENCE, JUN / 2008
Source COMSCORE, Aug/ 2007
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Social networks have become platforms to organize
users experience on the Internet
PERCENTAGE OF USERS ALREADY interact with
COLLABORATIVE TOOLS IN THE WORLD - MAR / 2008
WATCH VIDEO ONLINE
READBLOGS
SIGN A RSS
DOWNLOAD PODCASTS
COMMENTS ON BLOGS
START OWN BLOG
MANAGE PROFILES IN SOCIAL NET
LEAVING COMMENTS ON A NEWS SITE
VISIT SITES OF PHOTOS
TRANSFER PHOTOS TO A WEBSITE PHOTO-SHARING
TRANSFERRING VIDEOS TO VIDEOS SHARING SITE
Source UNIVERSAL MCN WAVE 3.0, MAR/2008
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What does the social media?
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Brands in a Digital World
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IN MASS MARKETING, THE WINNER BRANDS were those
who had capacity to tell the best stories on
themselves ...
... were the sole owners of their stories
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A power that disappeared in a context which
access to information and media diversity is the
name of the game
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Thus, the Hunted turned HUNTERS' ...?
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The winners will be BRANDS whose CONSUMERS tell
the BEST STORIES
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... and provides experiences that consumers want
to dedicate more time
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We have a new battleground on which to fight to
make our brands famous
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The brands whose consumers tell the best stories
will win
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Thus, the importance of digital media for market
is undeniable
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More than one information channel digital media
helps BRAND building process