9 trends that will shape digital marketing in 2016
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9 Trends That Will ShapeDigital Marketing in
2016DigitalThoughtLeaders
Tobias ZehnderCo-Founder & Partner
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Let’s Rewind
This year has already seen many milestones in digital marketing.
The rise of live-streaming, Facebook passing 1B daily active users, mobile overtaking desktop search volume, Instagram introducing ads, Google rebranding,the Apple Watch, the Internet of Things...
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as we work in a fast changing industry,it’s key to understand which trends drive future growth.
It’s also key to know where to
look for these trends.
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A/B testing,big data analysis,
mobile fundraising.
The Obama 2012 campaign is famous for successfully leveraging digital technology earlier
than others in our industry.
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What made theObama campaign successfulin 2012?
According to Harper Reed, CIO of the campaign:Not building everything from scratch, but learning from best-in-class practises of others.
In other words...
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The Future Is Already Here, It’s Just Not
Evenly Distributed.– William Gibson
Image: JWPhotography2012/flickr
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So, here are 9 trends that successful brands already put into practise to move the needle today.
They will shape digital marketing in
2016
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1 // HTML5 is the new standard for digital creatives.
A waste of
money.
Flash ads don’t
autoplay in
Chrome.
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CASE
Interactive creatives that workon all browsers and devices.
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2 // flexible planning is new normal.
Image: Chompoo Baritone
Can you launch
Instagram ads in 2015
if you didn’t budget
them 2014?
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The COMPLEXITY of digital communication is forcingthe SIMPLIFICATION of processes,as well as a more FLUID STRATEGY and AGILE EXECUTION.
-C.S. Harlinghausen, Starcom Mediavest
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Planning is going to beEXCTINCT.
- Jonathan Oliver, Microsoft
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3 // AdBlocking for the (mobile) masses.
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AdBlockers topped the iTunes charts on the first weekend
...but also lost ground again quickly one week later.
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Putting the 600’000 app installs of the first week into perspective(in one beautiful Excel chart)
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Exclusive: Swiss Market Situation
AdWords Traffic Post-iOS9-Launch (KW38/39)
Desktop -2.1%
Tablet -3.3%
Mobile -1.6%
→ No significant impact and patterns yet
→ General seasonality and fluctuation hasmore impact than adblockers on iOS9
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Winning our Industry’sNapster-Moment
Qualityover Price
Relevancyover Reach
Contentover Clutter
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4 // offline = online
Thanks to the smartphone, we definitely live in a connected world.
Being offline is the privilege of an older generation.
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The Rise of the Smartphone Mobile Computer
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Source: Think with Google
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CASE
Amazon Dash
is just one of many examples, where the digital meets the real world in a new way.
Mobile technology is the catalyst of this trend - with simple “Click-to-Collect” to Google’s “Store Visit” metric being just two other examples.
This unprecedented wave of online/offline synergies will move the boundaries of our industry. And the way our teams work.
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5 // YouTube grows up.
(( I have no idea what this is, but it generated millions of views ))
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There’s a new generation of «web natives» growing up. Their needs will shape the media landscape of the coming years.
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Masthead Reach by Day of WeekSwitzerland
Webrepublic Research - YouTube Advertising Report Switzerland, 2015
Mon Tue Wed Thu Fri Sat Sun
3’000’000Impressions
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CASE
Campaigns that leverage thecreative potential of a channel.
Choose your own adventure
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6 // storytelling drives convergence across devices
and plattforms
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Karasek & IkeaA great video thatcaptured the attentionof fans around theworld, generated views, coverage and links.
CASE
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Nike+ Outdo YouPersonalized videos based on actual training data.
CASE
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7 // real advantages for virtual pioneers
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CASEMammut #PROJECT360 let’s youexplore famous hiking routes.
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8 // data demands excellency.
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Structured data & twitter cards are a must for every website seeking reach.
Twitter cards integrate shared content directly into twitter’s timeline, leading to more interactions and reach.
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In the age of product feeds and shopping ads, there should not a single click be wasted.
Long-Tail Keyword Product not Available
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Combine insights & data from many sources to create ads that are more relevant.
+300% CTR +350% Conversion Rate
CASE
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WRAP UP
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9 Trends That will Shape 2016
1. HTML5 is new standard2. Flexible planning & budgets3. AdBlocking as positive challenge4. Offline = Online5. YouTube here to stay6. Storytelling drives convergence7. Virtual Reality as creative opportunity8. Data demands excellency.
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But hey, what abouttrend nr. 9?
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9. Data meets Creativityto create relevant and efficientmarketing and advertising.
This is the one to rule them all.
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Thank you.
Webrepublic @tozehnder