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In a fast changing industry, it’s key to understand which trends drive future growth.

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Presentation Transcript

9 Trends That Will Shape

Digital Marketing in

2016

Digital

Thought

Leaders

Tobias Zehnder

Co-Founder & Partner

1


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...

2


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.

3


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.

4


What made the

Obama campaign

successful

in 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...

5


The Future Is Already

Here, It’s Just Not

Evenly Distributed.

– William Gibson

6

Image: JWPhotography2012/flickr


So, here are 9 trends that successful

brands already put into practise to

move the needle today.

They will shape digital marketing in

2016

7


A waste of

money.

Flash ads don’t

autoplay in

Chrome.

1 // HTML5 is the new standard

for digital creatives.

8


Interactive creatives that work

on all browsers and devices.

CASE

9


2 // flexible planning is

new normal.

Can you launch

Instagram ads in 2015

if you didn’t budget

them 2014?

10

Image: Chompoo Baritone


The COMPLEXITY of digital

communication is forcing

the SIMPLIFICATION of processes,

as well as a more FLUID STRATEGY

and AGILE EXECUTION.

-C.S. Harlinghausen, Starcom Mediavest

11


Planning is going to be

EXCTINCT.

- Jonathan Oliver, Microsoft

12


3 // AdBlocking for the

(mobile) masses.

13


AdBlockers topped

the iTunes charts on

the first weekend

...but also lost ground

again quickly one week

later.

14


Putting the 600’000 app installs of

the first week into perspective

(in one beautiful Excel chart)

15


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 has

more impact than adblockers on iOS9

16


Winning our Industry’s

Napster-Moment

Quality

over Price

Relevancy

over Reach

Content

over Clutter

17


Thanks to the smartphone, we definitely live in a connected world.

4 // offline = online

18

Being offline is the privilege of an older generation.



20 world.

Source: Think with Google


Amazon Dash world.

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.

CASE

21


5 // YouTube grows up. world.

(( I have no idea what this is, but it generated millions of views ))

22


There’s a new generation of «web world.

natives» growing up. Their needs

will shape the media landscape of

the coming years.

23


Masthead Reach by Day of Week world.

Switzerland

3’000’000

Impressions

Mon Tue Wed Thu Fri Sat Sun

24

Webrepublic Research - YouTube Advertising Report Switzerland, 2015


Choose your own world.

adventure

Campaigns that leverage the

creative potential of a channel.

CASE

25


6 // storytelling drives world.

convergence across devices

and plattforms

26


Karasek & Ikea world.

A great video that

captured the attention

of fans around the

world, generated views,

coverage and links.

CASE

27


Nike+ Outdo You world.

Personalized videos based

on actual training data.

CASE

28


7 // real advantages for world.

virtual pioneers

29


Mammut #PROJECT360 let’s you world.

explore famous hiking routes.

CASE

30



Structured data & twitter cards are a must world.

for every website seeking reach.

Twitter cards integrate shared content

directly into twitter’s timeline, leading to

more interactions and reach.

32


Long-Tail Keyword world.

Product not Available

In the age of product feeds and shopping ads,

there should not a single click be wasted.

33


Combine insights & data from world.

many sources to create ads

that are more relevant.

+300% CTR

+350% Conversion Rate

CASE

34


WRAP UP world.

35

35


9 Trends That will Shape 2016 world.

1. HTML5 is new standard

2. Flexible planning & budgets

3. AdBlocking as positive challenge

4. Offline = Online

5. YouTube here to stay

6. Storytelling drives convergence

7. Virtual Reality as creative opportunity

8. Data demands excellency.

36


But hey, what about world.

trend nr. 9?

37


This is the one to rule them all. world.

9. Data meets Creativity

to create relevant and efficient

marketing and advertising.

38


Thank you. world.

Webrepublic @tozehnder

39


ad