Content marketing: Re-defining the digital media planning approach

Content Marketing re-defining the digital media planning approach

In the last three years, the entire mechanics of digital media planning has drastically changed. Earlier, media planning used to comprise significant share for awareness and performance driven objectives that were spread across Google search, display and re-marketing, Facebook fan acquisition and stamp ads, mobile ads and affiliates led CPL and CPA campaigns. Another major allotment was meant for road blocks and innovation banners across top portals.

Today, the spread of budgets have changed with content marketing becoming the core. Consumers are choosing to engage with content that is personally relevant to them, their purpose and their passions. This new consumer mind-set has implications on their purchasing behavior—consumers shop with the same purpose that they consume content. Overall, the traditional ‘The Path to Purchase’ has now evolved to ‘The Path to Purpose’ and is defining the new digital media planning landscape.

Today, the context goes beyond the product to help connect the target audience with any given brand. A meaningful and purposeful connection between brand and consumer depends on relevant content. And effective and relevant content marketing channels are defining the new matrix of digital media planning.

New channels on the block

  • Content marketing, paid or organic, commands an important share. Influencer-led promotion (trending on twitter), niche-blogger led content generation are two most widely used initiatives.
  • Creation of digital and mobile assets to drive engagement – while extending it with an omnichannel approach using phygital (physical + digital) initiatives.
  • Creation of long format videos for digital platforms and bringing in celebrities to build a mass appeal and reach.

Evolution of traditional formats

  • Facebook is being used as a reach medium (thanks to auto play feature for videos and its emergence as a competitor of YouTube)
  • Google search and display still holding an important share but it is evolving due to programmatic buying, double click and mobile platforms like Affiperf. For niche performance led campaigns, search still drives the game; and for contextual targeting, display equipped with rich media banner formats are being effectively used to drive awareness as well as the desired CTAs.
  • Innovation and roadblocks are mainly being used to do a big bang launch and to drive instant leads (thanks to ecommerce and new-age app based congregators).

What 2016 looks like for digital media planning?

Digital media planning will now be driven with objectives around creating awareness and engagement using content marketing effectively.

Performance led planning will always be there, but using paid and organic mediums to create and co-create engaging content will start gaining prominence.

Reach medium based platforms will be strategically selected to take this content and ensure it reaches the right audience at the right time and in the most contextual way possible.

(Originally published in Digital Market Asia)

E-Commerce: Relevant content connects Purpose to Purchase

AAEAAQAAAAAAAAOvAAAAJDcxN2EyYTMxLThjNjEtNDNiZS04OGZjLWNlZjFkNTEwZDkzZgWhether consumers shop online or offline – or both – is totally at their discretion. They could either be “webrooming” (researching products online before making an offline purchase) or “showrooming” (viewing products in a store, but purchasing online after research). Integration of digital devices and offline retail is happening right from product awareness, research, discussion to product consideration and even advocacy. And with social platforms poised to become the next e-shops, the path to purchase is going to become more complex and intense.

In this crowded competitive landscape, e-commerce brands are aggressively using all possible media touch points to be in front of and engage with their target consumers on a 24/7 basis. The usual focus in this interaction is the product. But the context has to be larger than just the product to connect the target audience with the brand. A meaningful and purposeful connection between brand and consumer depends on relevant content.

Consumers engage only with content that is personally relevant to them, their purpose and their passions. E-commerce players like Myntra, Jabong, and American Swan, for example, are already engaging with their consumers about fashion by creating look-books, blogger events, fashion shows and celebrity associations. This new consumer desire for relevant content has implications on their purchasing behaviour. In this era of Omnichannel retailing and more evolved consumers, the path to purpose — the connection the consumer makes with a brand and its personality as a result of an effective content marketing approach — is being seen as the next step of the traditional path to purchase.

(Originally published in Brandz Top 50, Most Valuable Indian Brands 2015 by Millward Brown and WPP)

Digital Trend – Internet of Sharing Things

The rise of the sharing economy over the past few years has shifted mindsets and traditional business models. Consumers are much more open to renting items and services from individuals instead of established businesses and organizations. This is shaking up engrained business models and allowing for new possibilities in the global marketplace.

Last year, TrendWatching.com urged innovators to put basic human needs at the centre of their connected object initiatives. And there have been some exciting INTERNET OF CARING THINGS innovations, such as Chinese tech giant Baidu’s set of smart chopsticks, which can detect the freshness of cooking oil. Now, where next for the Internet of Things?

In 2015, the Internet of Things and the social sharing behavior of people is anticipated to collide and allow a whole new world of asset sharing: spontaneous, useful, fun, profitable and more.

Enters the INTERNET OF SHARING THINGS.

Internet of Sharing Things

As more objects become connected, new ways of deriving value from them will become possible for consumers, shared access being one.  According to TrendWatching.com, the Collaborative/‘Mesh’ economy has long been predicted, but the coming months will see it start to become a consumer reality via the INTERNET OF SHARING THINGS.

One signal: currently only 4% of consumers own an in-home IoT device, but nearly two-thirds plan to buy one in the next five years (Source: Acquity Group / Accenture, August 2014).

Here is an interesting story on the featured innovations on ‘Internet of Sharing Things’

Umbrella Here, BitLock and Breather – An Audi Unite initiative

Shipping in January 2015, Hong Kong-based group Umbrella Here’s USD 28 donut-shaped Bluetooth device fixes onto the top of umbrellas. When it rains, owners can use the companion app to signal (via colored LEDs) to nearby strangers they are willing to share their umbrella.

Reaching its Kickstarter funding target during November 2013, the BitLock smart bike lock verifies a user’s identity via Bluetooth when they are nearby; users simply press a button to unlock the bicycle. The BitLock app also enables users to unlock their bicycle remotely and/or share it with others using the app.

Launched in Q4 2013, and now available in four cities – New York, San Francisco, Montreal, and Ottawa, Breather allows people to find unused urban spaces to rent for as little as 30 minutes, to recharge or work in. After booking, users are granted temporary access to unlock the property via the NFC keyless entry system.

To read more, please visit: http://goo.gl/pQ5pim

Tata crowd-sources Tweets to create #SafariTrails video and song

Tata crowd-sources Tweets to create #SafariTrails video and song Tata Motors has launched a video campaign that has been completely crowd-sourced by compiling videos, tweets and pictures received via Twitter from off-road adventure lovers and Safari aficionados across the country.

Called the Tata #SafariTrails My Day My Way song, the music for the video has been made by Culture Machine along with artistes like Vasudha Sharma, Gaurav Dagaonkar and Sidd Coutto.

Calling it a campaign ‘by the people, of the people and for the people’, Culture Machine experimented with different avenues of storytelling for #SafariTrails by combining the videos and pictures sourced from consumers via Twitter with lyrical couplets. Digitas LBI, the digital agency for Tata Motors, had also collaborated with Culture Machine.

Twitter was the chosen platform for crowd-sourcing, while the Tata Safari Facebook page also shared about the crowd-sourcing activity with its 1.3 million fans. Towards the end of last month, Tata Safari asked its followers on Twitter to share their desired lyrics with images or videos of memorable Safari adventures they’ve been on. These tweets needed to be accompanied with the hashtag #SafariTrails and also had to be the most re-tweeted.

Check the Tata #SafariTrails My Day My Way song here

Read the complete story here: http://goo.gl/UuSoZQ

#Cannes2014 Winners from APAC

From Asia Pacific, where over 60 pieces of work had made it to the shortlist, 19 walk away with a Lion. There are three Gold Media Lions – two of which are taken by PHD India’s work ‘Kan Khajura Tesan’, done for Hindustan Unilever.

PHD India’s Kankhajura Campaign for Hindustan Unilever (HUL)

List of winners from APAC

Title Advertiser Entrant / Agency Prize 
Happy Id The Coca-Cola Company McCann Lima Grand Prix
Kan Khajura Tesan Hindustan Unilever PHD India / Lowe Lintas Gold Lion
Bank Job Brothers In Arms FCB New Zealand Gold Lion
Kan Khajura Tesan Hindustan Unilever PHD India / Lowe Lintas Gold Lion
The Smart Phone Line Samsung New Zealand Colenso BBDO Auckland Silver  Lion
Pocari Music Player Otsuka Pharmaceutical Dentsu Tokyo Bronze Lion
Rice-Code Inakadate Village Hakuhodo Tokyo Bronze Lion
Aussie Builders Mars Australia Clemenger BBDO Melbourne Bronze Lion
Dupe Yarra Valley Water Ogilvy Melbourne Bronze Lion
Banana Republic Banana Republic Iris Worldwide Indonesia Bronze Lion
Animal Strike Paw Justice DDB Group New Zealand Bronze Lion
Message Barter The Akanksha Foundation Ogilvy & Mather India Bronze Lion
Safe Driving Program Samsung Leo Burnett Sydney Bronze Lion
The Bottled Walkman Sony New Zealand FCB New Zealand Bronze Lion
Anz Gaytms Anz Whybin\Tbwa Group Melbourne Bronze Lion
Movie Emoji Singtel Ogilvy & Mather Singapore Bronze Lion
I See Fries Mcdonalds DDB Sydney Bronze Lion
Banana Republic Banana Republic Iris Worldwide Indonesia Bronze Lion
Dupe Yarra Valley Water Ogilvy Melbourne Bronze Lion
The Smart Phone Line Samsung New Zealand Colenso BBDO Auckland Bronze Lion

Anonymity is the new wave in Social Media #whisper

Whisper Mobile AppNew social apps like Whisper and Secret are riding on the innate desire of an individual to express his/her feelings without the fear of being identified. And this holds true with each of us as well; in fact psychologists say anonymity gives people a sense of security.

Apps like Whisper and Secret allow people to unburden themselves of things they may not want to tell their families, friends or anyone else for that matter. Beneath a curtain of anonymity, millions of Whisper and Secret users boldly say the unsayable, while millions of others look on with astonished, shame-faced delight. The experience may not be altogether noble, but it’s certainly addictive.

whisper-mainWhisper is one of a growing group of social networks designed to let its users post anonymous messages for the world to read. Whisper is an app that lets users anonymously share their secrets with millions of others in acts of contrition, catharsis and some degree of nameless performance. It has active users in the “many millions” according to founder Michael Heyward, and while it’s been around for two years and collected $24 million in funding, Whisper has recently seen a surge in growth and media attention, being dubbed a mashup between Twitter and Snapchat. The app is especially popular with young people as a place to gripe about relationship troubles and eating disorders.

Whisper’s iOS app, which received its biggest update since its launch in March 2012 today, is ostensibly similar to Secret, another anonymous network.

Apprehensions

Although with every new thing, there is a fear of it going wrong as well. Anonymous social networks have suffered from issues of bullying and malicious communications in the past. Whisper and Secret aren’t exceptions either. There are some apprehensions such as:

  1. Vicious gossip and valuable corporate secrets could conceivably be leaked through such apps.
  2. Whisper is moving to turn its confessions into “content” that can go viral, like posts from UpWorthy or Buzzfeed already do.
  3. Whisper may soon show ads, at a time when mobile advertisers are learning more about mobile users through location- and behavior-tracking.
  4. Whisper does track users in order to ban unscrupulous types, meaning you’re not completely anonymous to Whisper itself.

Whisper Mobile AppCleverly, Whisper encourages you to create, not just consume. In the middle of the screen sits a round button with a plus sign, enticing users to dig deep and make a Whisper of their own. Heyward, 26, says an incredible 45% of Whisper users post something each day.

The idea is certainly compelling: a backlash to the ultra-curated reputations we build for ourselves on Facebook, and something of a throwback to the blunt and gritty world of anonymous posting on sites like 4chan.

But users should remember that nothing is 100% anonymous on the mobile web — not least on a free service that eventually needs to monetize itself. Users should also bear in mind that another diverting app for sending secret information, Snapchat, had 4.6 million user names and phone numbers exposed in a security breach last December.

That’s why some in the InfoSec community are still perturbed. “It gives people a false sense of security,” says Robert Statica, a cryptography expert who also co-founded the private messaging app Wickr. He’s concerned about Whisper’s tracking of user locations, the use of device IDs and the fact that it uses TigerConnect, the API of private messaging app TigerText. (TigerText’s co-founder, Brad Brooks, is chairman of Whisper. TigerText is also a competitor to Wickr so bear in mind that Statica has some skin in this game.)

“Communication not only goes to Whisper but TigerText and their servers,” says Statica. “So forget about being anonymous. Whisper tracks you even more than the NSA does.”

Top 12 Online Trends Emerging in 2014

2014, till May has seen some interesting shifts in digital and social media marketing industry. Be it native advertising or brands acting as producers – going beyond the publisher mentality and setting up newsrooms and production studios. Netflix (“House of Cards”), Red Bull (Media House) and Amazon (Alpha House), or content marketing suddenly emerging as a cost effective and an impactful way to reach current & new customers long-term in a sustainable way.

2014 will be a year of advocacy and several trends and technologies will reach maturity in 2014 spawning considerable disruption. Here is my review and thoughts of some of the emerging trends and developments that are shaping up the future of digital marketing.

1. Integrated Marketing i.e. One Communication across ATL, BTL, Digital, Social

IntegratedMarketing-smallGone are the days when main line communication was used as a reference and in parallel a digital or social campaign was implemented.

In the recent times, some of the top traditional advertising companies have started acquiring digital and social agencies across major markets or have started building up their in-house competencies e.g. TBWA, Samsung-Cheil, Publicis Groupe, and WPP etc. Simultaneously, platforms are being developed that are assisting marketing professionals to market, manage and monitor multiple social networks and even other digital marketing (e.g. email) and that too closely integrated with the main line communication.

The Holy Grail to have one integrated approach enabled by a tool to manage your marketing is the mission for many software companies who see this opportunity.

2. Personalization, Experiential and Gamification of Mobile Marketing

Mobile E-CommerceMobile Marketing is about making the smartphone experience with your brand as Simple, Fun and Entertaining as possible.

More and more an important part of mobile marketing will be the personalization, experiential and gamification of content. They are three areas that will really develop in 2014. Mobile marketing is so much still in its infancy. The opportunities around this space are amazing. In fact, the results of a study conducted in 2013 indicate that almost 40 percent of time spent online is through some type of mobile device.

Experts predict that mobile usage will in increase in 2014. This year, when selecting your digital platforms and marketing solutions, invest in those that are mobile friendly, responsive and adaptive.

3. The Rise and Rise of Content Marketing

Content MarketingContent marketing has been around for a while now but 2014 is the year it will truly be understood with more companies using it as a core part of their marketing strategy.

Companies will gradually get that they need to think of content that their customers will enjoy, that will entertain and educate them. They need to put the customer at the heart of their communications, not their company line. More companies will see content marketing as “attracting customers through the telling of stories”.

Companies will increasingly see they need to become publishers – harnessing a range of on-line platforms to truly get their story out there.

4. Social media to become a Pay-to-Play Channel

Facebook-pay-to-play1Facebook has changed its news feed algorithm which resulted in the decline of the organic reach. Twitter is a public company that must drive revenues.

Google Plus has introduced ads. In 2014, we will see increased pressures on companies of all sizes to pay to sponsor their posts to get more visibility, as getting consumers’ attention in social media becomes increasingly difficult.

This will be hardest on small businesses, who obviously have fewer resources than big brands. Social media will increasingly become a pay-to-play channel.

5. The Rise of the Social Boomer

Social BoomerThe age 55+ demographic is becoming the fastest growing group of social media users. Two dynamics are likely at play here: (1) other demographic groups have already adopted social computing in large numbers, and (2) baby boomers have become convinced of the value of social media and are ready to climb on board.

Brands would be wise to take notice of this trend, as the boomers’ increasing online presence will open up many new marketing opportunities, especially as this demographic group continues to move into its retirement years.

6. Integration of Predictive Marketing Tools with Social Analytics

predictive-marketingThe most successful social media marketers of 2014 will have a crystal ball, known as a predictive analytics tool.

Rather than analyze data from the past, these technologies will analyze your social analytics data and use data mining, modeling and statistics to predict future performance. Check out Trendspottr and Bottlenose for the shape of things to come.

7. 3-D Printing

3d-printerThe growth of 3-D printers is projected to be 75 percent in the coming year, and 200 percent in 2015. Gartner suggests “the consumer market hype has made organizations aware of the fact 3-D printing is a real, viable and cost-effective means to reduce costs through improved designs, streamlined prototyping and short-run manufacturing.”

8. Parallax / Responsive Websites

parallax websiteA perfect storm has been brewing in digital. In recent years, HTML5, device proliferation and high speed Internet have become ubiquitous. At the same time apps have changed consumer expectations from a digital experience. Marketers, meanwhile, are starting to broadly recognize engagement as a primary KPI in digital. The resulting trend is a convergence of the disciplines of UX and brand storytelling.

UX design can do more than adapt to behavior, it can shape it. With the popularity of HTML5 and CSS3 increasing with every release of new browsers, we are starting to see parallax elements more and more on websites. Parallax can be as simple as moving your background images at a different rate to elements placed on top of it, to fully scrolling sites that animate as the user scrolls. It’s here to stay, and it’s here to make your website pop and look cutting edge.

9. 57% of Marketers Use Social Advertising

Social AdvertisingThe lure of social advertising is fascinating. Facebook, Twitter, LinkedIn and others are daily destinations for millions of U.S. consumers who spend an average of 37 minutes per day on those channels.

No wonder 57% of marketers used social ads in 2013 and another 23% are expected to start using ads in 2014.

But again, only 23% of digital marketers find their social advertising efforts effective.

10. People-Based Research Makes A Comeback

People researchMarketers are addressing big data overload by seeking more human insights. It used to be called “ethnographic” research.

Now it’s “qualitative” research—asking people what they think of products and services. Expect to see marketers invest in research that brings texture to big data next year, said Barbara Apple Sullivan, managing partner at agency Sullivan.

“Yes, analytics are great for providing a screenshot and narrowing a business’ audience—but the truth is, as more and more organizations are realizing, they paint an incomplete picture,” she told CMO.com.

“In 2014, we’ll look for companies to strengthen this marriage by digging back into the gritty interviews and fieldwork that, while time-consuming, provide essential insights.”

11. Crowdsourcing Everything

CROWDSOURCEIf collaboration in-house was the trend for 2013, in 2014 collaboration will go outside of the organization. Whether it’s through partnerships with publishers or a surge of user-generated content, marketers will be surrendering even more control over their brand messages. New social media developments—such as new privacy policies at Google and Facebook, and the rise of ratings, such as Klout, which add value to the connections and likes online—are driving a new appreciation of human recommendations.

“The question ‘who I am,’ ‘what I like,’ and ‘what I think’ will have increasing value, said Fritz Desir, SVP of experience planning at agency RAPP. “Data will be increasingly recognized for what it is: currency.” As consumers begin to realize the full value of their personal data and resenting its use by social networks and brands, marketers will have to react, he told CMO.com. “Smart marketers will get in front of this by providing opportunities for co-creation, catching people doing [a brand] good, creating brand advisory boards, and facilitating people to tell stories,” Desir said.

12. Online Video Advertising on the Rise

comscore-online-video-growthOne reason marketers are putting so much effort into platforms like YouTube and Vimeo is the continued rise of advertising in online video content, leading to reliable monetization for video producers and greater exposure for brands.

Pre-video ads are becoming more common and longer in length, with 30-second ads becoming much more common than they were just a year ago.

More than 50 percent of all online traffic is now video-based, and your potential customers are embracing it with open arms.

Because more people prefer mobile devices for browsing video and other media, look for reliable mobile advertising services to increase brand exposure in 2014.

The Internet of Things (IoT) – Market Forecast

The Internet of Things (IoT) is a scenario in which objects, animals or people are provided with unique identifiers and the ability to automatically transfer data over a network without requiring human-to-human or human-to-computer interaction. IoT has evolved from the convergence of wireless technologies, micro-electromechanical systems (MEMS) and the Internet.

The “Internet of Things” was a major focus at this year’s Consumer Electronics Show, with virtually every company introducing more connected devices. This is for good reason, as a report from last December said the Internet of Things industry would be worth $309 billion by 2020. That’s just the tip of the iceberg, though, according to Cisco CEO John Chambers.

Internet-of-Things-Market-Forecast He believes the Internet of Things will create $19 trillion in “economic benefit and value” in the next decade. Where did he come up with this number? It’s not clear, but he shared some interesting numbers on the growth of Internet-connected devices: In 1984, only 1,000 devices were connected to the Internet; in 2010, there were 10 billion connected devices; and by 2020, Chambers expects there to be 50 billion connected devices.

He also thinks the Internet of Things will have a 5 to 10 times larger impact on the world than the Internet itself.

The widespread adoption of the Internet of Things will take time, but the time line is advancing thanks to improvements in underlying technologies.

  • Advances in wireless networking technology and the greater standardization of communications protocols make it possible to collect data from these sensors almost anywhere at any time.
  • Ever-smaller silicon chips for this purpose are gaining new capabilities, while costs, following the pattern of Moore’s Law, are falling.
  • Massive increases in storage and computing power, some of it available via cloud computing, make number crunching possible at very large scale and at declining cost.

None of this is news to technology companies and those on the frontier of adoption. But as these technologies mature, the range of corporate deployments will increase. Now is the time for executives across all industries to structure their thoughts about the potential impact and opportunities likely to emerge from the Internet of Things.

Internet of Things Market Forecast:

Internet of Things is going to be big, but just how big? Below let’s look at some analyst’s estimates on the size of this market and how to approach it as it moves forward in its development.

1. IDC:

  • The Internet of things and the technology ecosystem surrounding it are expected to be a $8.9 trillion market in 2020
  • The installed base of things connected will be 212 billion by the end of 2020, including 30.1 billion connected autonomous things. Intelligent systems will be installed and collecting data by this point.
  • Internet of things technology and services spending at $4.8 trillion in 2012 and expects the market to be $8.9 trillion in 2020 and have a compound annual growth rate of 7.9 percent.

2. Gartner:

  • IoT, which excludes PCs, tablets and smartphones, will grow to 26 billion units installed in 2020 representing an almost 30-fold increase from 0.9 billion in 2009.
  • IoT product and service suppliers will generate incremental revenue exceeding $300 billion, mostly in services, in 2020. It will result in $1.9 trillion in global economic value-add through sales into diverse end markets.
  • By 2020, the number of smartphones tablets and PCs in use will reach about 7.3 billion units,” said Peter Middleton, research director at Gartner. “In contrast, the IoT will have expanded at a much faster rate, resulting in a population of about 26 billion units at that time.”
  • By 2020, component costs will have come down to the point that connectivity will become a standard feature, even for processors costing less than $1. This opens up the possibility of connecting just about anything, from the very simple to the very complex, to offer remote control, monitoring and sensing.
  • Economic value-add (which represents the aggregate benefits that businesses derive through the sale and usage of IoT technology) is forecast to be $1.9 trillion across sectors in 2020. The verticals that are leading its adoption are manufacturing (15 percent), healthcare (15 percent) and insurance (11 percent).
  • IoT will also facilitate new business models, such as usage-based insurance calculated based on real-time driving data. The banking and securities industry will continue to innovate around mobile and micropayment technology using convenient point-of-sale (POS) terminals and will invest in improved physical security systems. IoT will also support a large range of health and fitness devices and services, combined with medical advances, leading to significant benefit to the healthcare sector. Emerging connected sensor technology will lead to value creation in utilities, transportation and agriculture. Most industries will also benefit from the generic technologies, in that their facilities will operate more efficiently through the use of smart building technology.

(More detailed analysis is available in the report “Forecast: The Internet of Things, Worldwide, 2013.” The report is available at http://www.gartner.com/document/2625419?ref=QuickSearch&sthkw=G00259115.)

3. Business Insider Intelligence:

  • 1.9 billion devices today, and 9 billion by 2018, roughly equal to the number of smartphones, smart TVs, tablets, wearable computers, and PCs combined.

4. Cisco:

  • There are an estimated 1.5 trillion things in the world (no mention of exactly how they counted those things, but let’s go with it) and approximately 8.7 billion, or 0.6%, were connected in 2012. The firm expects a 25% annualized decrease in price to connect between 2012 and 2020 and a matching 25% annualized increase in connectivity.
  • This means that there will be 25 billion devices connected to the Internet by 2015 and 50 billion by 2020. It is important to note that these estimates do not take into account rapid advances in Internet or device technology; the numbers presented are based on what is known to be true today
  • IoE Value at Stake will be $14.4 trillion for companies and industries worldwide in the next decade. More specifically, over the next 10 years, the Value at Stake represents an opportunity to increase global corporate profits by about 21 percent.
  • Between 2013 and 2022, $14.4 trillion of value (net profit) will be“up for grabs” for enterprises globally — driven by IoE.

(For more, visit this link http://www.cisco.com/web/about/ac79/docs/innov/IoT_IBSG_0411FINAL.pdf and http://www.cisco.com/web/about/ac79/docs/innov/IoE_Economy.pdf)

5. McKinsey Global Institute:

  • “We estimate the potential economic impact of the Internet of Things to be $2.7 trillion to $6.2 trillion per year by 2025 through use in a half-dozen major applications that we have sized.  The largest impacts among sized applications would be in health care and manufacturing. Across the health-care applications we analyzed, Internet of Things technology could have an economic impact of $1.1 trillion to $2.5 trillion per year by 2025.”

To read more insights and projections on the market of Internet of Things, please visit http://postscapes.com/internet-of-things-market-size.

Mobile Ad Spending to Increase by 75 Percent in 2014

Mobile ad revenue will rise to $31.5 billion this year.

According to eMarketer, “worldwide spending on mobile advertising will reach $31.45 billion this year, a 75 percent increase from 2013. Mobile advertising will account for nearly a quarter of total digital ad spending, according to the report.”

Mobile Ad Revenue ShareGoogle will be on top in 2014 with 46.8 percent of net mobile ad revenue worldwide. Facebook is predicted to be next with 21.7 percent, while Twitter ranks a distant third with 2.6 percent. Those companies occupied the top three spots, in the same order, in 2013 as well.

In 2014, eMarketer estimates that mobile will account for 63.4% of Facebook’s net digital ad revenues. Mobile accounted for 23.1% of Google’s net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8% this year.

Mobile Ad Spending ForecastMobile ad spending around the world increased by 105 percent in 2013, according to eMarketer. The rapid pace of growth is not expected to last, however. The report predicts that by 2018, mobile ad revenue will climb to $95 billion but the growth rate will be only 22 percent.

Growth in ad spending will decline as the the digital ad space matures, according to TechCrunch, as well as from companies adopting other revenue models, such as game makers relying on in-app purchases rather than ads.

 

HCL Relationship Beyond the Contract in partnership with LinkedIn

HCL has launched a digital campaign called ‘Relationship Beyond the Contract’ in partnership with LinkedIn, and is promoting the app with a digital video.

Concept: Every relationship – be it between family members, friends, colleagues or clients and vendors – operates based on an agreement, whether written or unwritten. When it comes to business, though, not every contact goes beyond the contract.

A contract can only convert to business advantage through a value centric relationship. Following this belief, the company has launched a digital campaign called ‘Relationship Beyond the Contract’ in partnership with LinkedIn, and is promoting the app with a digital video.

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