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Analysis

Mary Meeker's 2015 Internet Trends Report

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Mary Meeker's 2015 Internet Trends Report

Mary Meeker has just published the 20th version of her influential annual assessment of digital trends and the Internet economy. She has a history of recognising the biggest digital trends and identifying the most important start-ups.

Her Internet Trends 2015 presentation runs to 196 slides and is heavy with detail. Below is my tl;dr version with 17 key slides highlighting the relevant global trends.

You can view the full presentation below or download the PDF.

 

There is still significant upside for mobile advertising spend growth. Print continues to receive significant media spend relative to the number of eyeballs...

 

Mobile video viewing has provided an opportunity for different video orientations... (see snapchat, periscope and meerket)

 

Apparently men use pinterest too...

 

Visual media drives Internet usage for teens...

 

consumers now expect almost anything to be available just in time...

 

Cyber attacks grow in scale and awareness...

 

creative and knowledge based jobs continue to outpace routine and manual occupations...

 

The millennials have arrived as the largest generation in the Workforce - soon to be the generation with the highest purchasing power...

 

It's not all about money for millennials...

 

Opportunity for Incomes to be materially supplimented by additional income streams...

 

Tencent provides insight into the scale of hundreds of millions of chinese internet users...

 

India is rapidly entering the internet mainstream with over 200 Million internet users, growing over 37% last year...

 

The Indian market is already driving growth for global Internet Leaders...

 

Indian Internet use continues to be more mobilised than almost all other countries...

 

Design continues to heavily influence leading customer experiences...


You can view the full presentation below or download the PDF.


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Measuring Beyond Conversion

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Measuring Beyond Conversion

I had the privilege of recently seeing Neil Hoyne, Global Program Manager Customer Analytics for Google deliver an entertaining presentation on how to make measurement more customer-centric

Neil’s presentation details how online analysis has migrated from traffic centric (hit counters!) to conversion centric and more recently to customer-centric measurement and actions. Neil provides a range of examples from retailers in topics such as attribution, effective customer acquisition, justifying investment and measuring customer interactions throughout their relationship.

One of his initial points is that only 6% of marketing decisions are made using company data. This leaves a significant proportion of marketing actions that are driven by intuition or gut feel. Many organisations have significant richness in their information and data, however a gap exists in knowing how to drive action from that data.

The challenge and solution are well summarised:

As marketers and analysts, we need to put in the work and be able to take the next steps with our data: tell the whole story to our teams and stakeholders and be consultative in decision making and direction.

Neil’s full presentation is captured below.


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Cats Are The New Classifieds

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Cats Are The New Classifieds


As first noted by media pundit and journalism professor Jeff Jarvis, it seems that just as classifieds once provided the baseline revenue for print newspapers, cat memes are now providing the eyeballs funding modern news sites.

Printed classified ads of course have since been disintermediated by Craigslist, Gumtree, Realestate.com.au and Carsales. Research indicates that Cragislist alone cost newspapers in the US $5.4 Billion from 2000-2007. This, combined with broader changes in the digital advertising landscape have been linked to increased newspaper subscription prices, decreased display advertising rates and required changes in how newspapers have executed their digital strategies.

The latest estimates suggest that Buzzfeed currently has around 150 million unique visitors per month and is tracking towards $120 Million in annual revenue. Buzzfeed derives three quarters of their traffic from social sites (which requires lots of fresh content to stay at the top of news feeds). They have approximately 200 editorial staff publishing 400 articles per day. Whilst they are well known for their cat memes and 'Top x' articles, they also generate meaningful longform content such as www.buzzfeed.com/bigstories.

So previously, the listing for your garage sale or used car funded investigative journalism and now the advertising revenue from cat memes and native advertising is funding the creation of quality articles.

This trend towards popular content supporting more meaningful work isn't unique to Buzzfeed as highlighted by The Chaser team on their Media Circus program with consumer insights on the most read articles on news.com.au.  See their take on it below:

So is this a new funding model that we should all accept for quality content to be created or is it a sign of the continued decline in quality journalism? 

Time will tell...


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