marketing trends 2016

Marketing Trends 2016How to Make the Most Out of It

2What We Were Looking ForMethodology

Gain understanding on how marketers are

seeing this next year in terms of:

• Trends

• Challenges

Mission

Business, Marketing and Sales Executives

357 interviews

Target

Marketing Trends Pulse135% More Participation than Last Year

2012

We launched

our first Marketing Trends Pulse2015

2nd Wave

2016

3rd Wave

3

Looking back to 2012, we can fairly say that:

1. consumers engage with brands in a

completely different manner

2. “word of mouth” now know as “shares” is

what brands should be looking for

Game Changers

What is taking the most relevance?

4

2012 Game ChangersA Little Bit of History

5

Digital

16% Social Media

11% Technological changes

6% Text Messaging

5% Understanding new media

Non-Digital Mentions

Demographic Changes

Other Digital Mentions

QR Codes

Online trends

Source: Marketing Trends 2012 Survey

2015 Game ChangersDigital and Social Media

6

Social Media

32% of respondents mentioned Social

Media as the trend with the major impact on

how the industry was going to market

products and services

Puerto Rico’s Economic Crisis

Which included the increase and imposition

of taxes, tax reform and the Obamacare

impact among others

Media Mix

Followed by 31% considered the change in

pattern behavior regarding the media mix

and the inclusion and increase of new

media channels such as online and social

media



7

Social Media

13% of respondents mentioned Social Media as the trend with the major

impact on how the industry is going to market products and services

Puerto Rico’s Uncertainty

13% of the participants marked this as a game

changer depending on the outcome:

• Demographic changes

• PR Financial Situation

• Market contraction and composition changes

• Government changes

• Federal impositions and regulations, among

others

Everything Digital

30% From Digital Marketing, Content Marketing, Videos and Live

Streaming to the changes in Media Mix and print reading patterns are

considered by the executives to be the next driving force of this

year’s trends

• Search Engine Optimization (SEO), Zero Moment of Truth

(ZMOT) are being brought to the table



8

Social Media

13% of respondents mentioned Social Media as the trend with the major

impact on how the industry was going to market products and services

Everything Digital

30% From Digital Marketing, Content Marketing, Videos and Live

Streaming to the changes in Media Mix and print reading patterns are

considered by the executives to be the next driving force of this

year’s trends

• Search Engine Optimization (SEO), Zero Moment of Truth

(ZMOT) are being brought to the tableSource: Marketing Trends 2016 Survey

In Fact8 out of 10 Increased Digital Budget

20%

40%

60%

80%

100%

79%Increased

investment

20%

40%

60%

80%

100%

15%Remain the

same

9

Customer

Service

Insights

Insightful Solutions

Technology

Changes /

Trends

Research /

Analytics

Word-of-

Mouth /

Referrals

Geo-fencing /

Geo-targeting

Other MentionsCustomer Knowledge and Insights CRM /

Loyalty

Brand

Strategy Vs

Advertising


Are These Game

ChangersBeing Carried to the Budget

2016 BudgetDigital and Social Media Investment Will

Increase

11

87% will increase the

investment on Social

Media

1 out of 2 will increase

the investment in

eCommerce

Like in eCommerce,

50% are planning to

increase the

investment in training

2 out of 5 will increase

the efforts in Public

Relations

Same will happen with

research, 5 out of 10 will

increase the spending in

getting to know the

customer and analytics

61% are not satisfied with the consumer information

available today

42% are assuring the

increase in the

spending of creative

and production

services


2016 BudgetBut the Opposite will Happen to

Traditional Media and Sponsorships

12

Increase

Keep Current

Reduce


2015 Budget AllocationTraditional Mass Media Carried ½ of the Budget

13


2016 Budget LevelsTraditional Mass with Digital

41% and 44% Respectively

14


15Puerto Rico’s Current Fiscal Situation Has had an impact in your Marketing Budget

15% Increased53% Decreased

For 42% of the participants,

the budget decreased by

more than 10%

32% Remains Unchanged


How to Successfully Engage with the Customer, In the Digital World, will be 2016’s Main Challenge

16


19%

14%17%

9%

36%

13%

21%

15%12%

14%

9%

44%

12%

20%17%

13% 12%10%

48%

13%

20%

TV Radio Print Shopper Marketing Digital Out of Home Promotional Activities

2015 2016 2017

Everything Digital

Content creation and content marketing are key

Is not only “to be there” but be wanted, be needed, be SHARED!

Are We Correctly Staffed

To Deal With What Lies Ahead

17

18

B is the Grade Our Teams Received

We asked you to evaluate your current Marketing Team

Know what is going on with

the consumers

68%

Have a sense of urgency

66%

Took our brand to the

next level

66%

Understand new trends

60%

Understand the

opportunities and

challenges ahead

66%

Constantly watching over

our consumers’ needs

74%

Self-confident

65%

Passionate about the

brand

84%

Find the time to create

innovative ideas

65%

Open to changes

65%

2.90 average out of a 4.0 point rating


19

B is the Grade Our Teams Received

Passion and Consumer Needs being the best performing

attributes

Know what is going on with

the consumers

68%

Have a sense of urgency

66%

Took our brand to the

next level

66%

Understand new trends

60%

Understand the

opportunities and

challenges ahead

66%

Constantly watching over

our consumers’ needs

74%

Self-confident

65%

Passionate about the

brand

84%

Find the time to create

innovative ideas

65%

Open to changes

65%

2.90 average out of a 4.0 point rating


What Are These Results

Telling Us

20

If We Want Take Our BrandTo The Next Level

21

Whether is via traditional research,

analytics and/or business intelligence;

knowledge about the market and

consumer behavior will dictate the ways

to engage effectively and efficiently

Knowledge

01 02

04 03

Will be key this year, and the ones with

the best engaging strategy will insert the

brand into the conversations the market

is having

Digital

“Difficult times call for extreme

measures”, but companies can outrun

the financial crisis by being more

creative and even smarter when mixing

media.

These channels can be managed to carry

out a personalized-type of message

BudgetTo know the market, being passionate

about your brands and care about the

customer are the current strengths.

Is time to develop the ability to

understand new trends, find time to

create innovative ideas and do it with

a sense of urgency

People

22World Is Changing RapidlyAnd Waits for No One

Innovative ideas are imperative in a world

where the:

• Most valuable retailer, has no inventory

• World’s largest individual transportation company, owns no

vehicles

• World’s largest accommodation provider, owns no real estate

• World’s most popular media owner, creates no content

Take Action:

Watch Out for TrendsAnd be responsive to them

Using All ToolsEven the ones that are not even

created yet

To Develop a StrategyDon’t leave important decisions in the

hands of random events

Contact UsSee you soon...

1571 Calle Alda,

San Juan 00926, Puerto Rico

787-250-0006

[email protected]

www.arteaga.com

23

A&Answers is Arteaga & Arteaga’s Market Research Division