Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Nataša Blagojević, Digital Consultant, Dialog komunikacije
Mary Meeker’s report about global Internet trends brings real abundance of useful data, statistics, news and predictions for communication industry to draw the most important conclusions which design the Internet, consumers and our work.
Stephen Waddington, Partner and Chief Engagement Officer in global public relations company Ketchum and Visiting Professor in Practice, Newcastle University, has joined with Ketchum’s online strategy guru Ben Foster and found top six takeaways from the report about the impact of technology on society and the implications for organizations.
1. Internet Growth
Global internet usage continues to grow at a steady 10% per year, reaching 46% of the global population. It’s fueled by developing markets, notably India, and predictions say that 2026 will be the year when everyone in the world will be able to get online. That prediction is supported by the fact that there’s no sign of a slowdown in our use of internet connected devices. Data for the US shows that consumers spend an average of 5.6 hours per day on the Internet, while growth is extensively fueled by mobile phone usage.
2. Shift to Mobile
As long predicted, this is the first time mobile internet usage is greater than desktop usage. More then ever before we have to be sure that all our communication on digital channels and created content are optimized for mobile and different screens.
In the smartphone segment there has been a stagnation because in developing markets everyone that wants a phone already has one. Replacement cycles are two to three years. Adoption in emerging markets isn’t sufficient to drive the positive trend and growth, but it’s still a strong business, significantly driven by innovation.
3. Marketing Spend
One more expected news is that the year 2017 will be the first year during which internet spend will be greater than TV ad spend. Why advertisers find online ads so interesting? The response lies in sophisticated targeting possibilities and measuring efficiency of ads placed through digital channels.
Internet giants such as Facebook and Google are enabling everybody to become an advertiser and send their message globally, giving them powerful tools to plan, measure the success of campaigns, test and tweak ads in real time. What organizations now have to think is how to make sure marketing priorities are aligned to consumer media usage.
4. Human Computer Interface
Voice interaction, picture input, and messaging bots are reaching a level of technical quality that will enable them to go mainstream. This means consumer touch-points need to be reevaluated for the way consumers will prefer to interact with machines.
Voice recognition has hit 95% which is typically the level of understanding that we have with each other in everyday interaction and conversation. It’s the reason for the boom in applications and devices such as Alexa, Google, Siri, and now HomePod.
Additionally, recognition of photo elements, enabled by phone cameras, processing power, and algorithms provides a powerful means of data entry and search. Google Lens and Pinterest Lens show the potential of this technology.
5. There Is No Line
The line between paid and social is blurring to the point of it being indistinguishable. Social networks are creating new ad formats through which they try to attract consumers in online stores with goal of enabling frictionless experience for the consumer and increasing revenue for the brand. This means we need to invest more resources in creating content that will make people want to buy instantly.
6. Social Businesses Emerge
Social media is growing up and more and more organizations and brands use them increasing their accountability and improving customer service. The bravest brands among them are no longer frightened to admit their mistakes. Consumers recognize there are people behind brands and appreciate candid responses, but expect action.
So called social businesses are emerging built around a strong purpose and every aspect of the organization is connected, from sales to customer service, making a lean and profitable business model.