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The trends that willshape digital marketingin 2017Tobias ZehnderCo-Founder / Partner WebrepublicOctober 2016

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Digital Marketing in 2016The pace still is incredible high

Just three examples to start out with:- Pokémon Go needed only two weeks to become

the most actively played game in the history of the US with 21 Mio users

- In June, Microsoft announced the $26 billion acquisition of LinkedIn

- Today, the 5 most valuable companies on the stock exchange are digital players: Apple, Alphabet, Microsoft, Amazon, Facebook.

We live in the age of digital technology and needto keep up with the pace of the industry.

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About this presentationThe goal of this presentation is to give you actionable recommendations to outperform your peers and sustainably integrate marketing innovations into your planning. We therefore focus on trends that we place on the right end of the Gartner Hype Cycle – that means, we cover innovations whose time has truly come and where we see short and mid term benefits.

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The need for speed

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AMP* content is starting to show up on result pages. Labels make it easy for users to spot fast-loading websites.

*Accelerated Mobile PagesSource: seoton.ch / Björn Beth

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There are now 600 million AMP pages on 700’000 domains.

And with WordPress supporting AMP, soon 25% of all websites globally will be AMP-ready.

AMP Project 2016

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709ms1.67sec

Regular Mobile Version AMP Version

AMP more than twice as fast.

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+73%increase in unique visits per month from Google mobile search on Slate.com

Google 2016

You can’t afford to be slow

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So what?

Nominate a Chief Speed OfficerTo work across the organizational silos, make page speed a key issue and nominate a CSO to drive the project with top-coverage.

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Rise of B2C China

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Singles Day 2015

Alibaba / Handelsblatt 2016

$ 14.3 BWith a strong home market in the back, China is becoming a strong ecommerce force with global ambitions – China is no longer just about producing cheap goods for the west, but reinventing itself as a B2C market for global consumers.

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Post / Handelszeitung / TagesAnzeiger – Malte Polzin 2016

1.8 Mio 2.5 Mio ~8.0 Mio

2014 2015 2016

Small Packages from Chinato Switzerland

13iTunes App Store, October 2016

Chinese Apps are already popular in Switzerland.

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So what?

Play the quality cardChinese platforms score with low prices and a wide range of products. You can win with fast delivery, great customer service, quality products. Invest in your brand to stand out.

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Programmatic is taking off

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Premium Inventory is ready.

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Dynamic CreativesLeverage data to create ads that are

relevant and stand out.

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So what?

Think user,not channelTo get the most out of the programmatic paradigm shift in our industry, rethink your media planning around the users and their customer journey. Use programmatic to integrate your digital campaigns and boost their efficiency.

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Hello Voice Search

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Google’s vision for the coming years is to move from a “Mobile First” to a “AI First” world. Smart Assistants and Voice Search will play a crucial role in this world.

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The future is already here: Voice search today is more powerful than you might think.

Complex queries in loud environments get processed correctly – and with API connections to airlines, food deliveries, and many more, it’s also a world that’s open for business.

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Connected devices such as Google Homebring AI and voice search into the living room.

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So what?

Let your data jointhe conversation

Google’s voice search relies on structured data to answer questions. Provide your company’s data in the right format to connect to this emerging channel.

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Bots at Work

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The AI MemorialFriends of Russian Programmer Roman Mazurenko built a bot to talk to him after his tragic death in an accident in Moscow.

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Shopping in the Facebook MessengerMoving closer to your customers

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Webrepublic Team Bot

Our internal bot that makes information fromdifferent databases more accessible:

Phone numbers, train schedules, meeting room availability and more

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So what?

Befriend a botEmbrace the potential of bots by either building your own first bot project or interact with them in the Facebook Messenger or Google Allo.

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So what?

Bots at Work

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Ecosystems and Structured Data

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So what?

Bots at Work

2017

Next year is all about the power of ecosystems: From Page Speed to Voice Search, new benchmarks are evolving.

Those ecosystems mean momentum, and they create the new normal.

Structured data will be the entry ticket to this new world.

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Thank youYou liked the presentation?Read more on these trends on our blog.