Mobile now commands 45% of consumer attention in the US, yet currently accounts for only about 5% of marketing budgets. Similarly TV commanded a share of around 35% of media consumption yet around 42% of budgets are allocated to it. What is going on here and why the divide?
My time at digital industry: 15 years
My time at (current company): 1 year
My mission at (current company): Over the last 10 years the Australian digital industry has got lazy. I want to disrupt that.
My special blog topics: Paid, Owned and Earned, and orchestrating them together
Digital trend I'm most excited about: Using mobile beyond basic marketing apps
Brand whose marketing I admire: Coca Cola. It so much more than a product.
Favourite digital campaign of all times: Nokia Game
Digital tool/gadget I cannot live without: Mobile phone. How else would I be able to browse / surf / play games / answer emails on the toilet?
If I wasn't working in digital, I would be: digging holes.
Now let's get one thing straight... Facebook is amazing. There, I said it.
Facebook accounts for over 55% of all social media traffic. It is unquestionably out on its own at no.1. Everybody else is just fighting it out for a distant 2nd place. So it's easy to see why marketing people today focus a lot of time and attention on facebook – it's compelling stuff.
But – and it's a big BUT - in social, reach isn't the whole story...