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9 trends that will shape digital marketing in 2016

9 Trends That Will Shape

Digital Marketing in

2016

Digital

Thought

Leaders

Tobias Zehnder

Co-Founder & Partner

1


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

The Future Is Already

Here, It’s Just Not

Evenly Distributed.

– William Gibson

6

Image: JWPhotography2012/flickr


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

A waste of

money.

Flash ads don’t

autoplay in

Chrome.

1 // HTML5 is the new standard

for digital creatives.

8


9 trends that will shape digital marketing in 2016

Interactive creatives that work

on all browsers and devices.

CASE

9


9 trends that will shape digital marketing in 2016

2 // flexible planning is

new normal.

Can you launch

Instagram ads in 2015

if you didn’t budget

them 2014?

10

Image: Chompoo Baritone


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

Planning is going to be

EXCTINCT.

- Jonathan Oliver, Microsoft

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9 trends that will shape digital marketing in 2016

3 // AdBlocking for the

(mobile) masses.

13


9 trends that will shape digital marketing in 2016

AdBlockers topped

the iTunes charts on

the first weekend

...but also lost ground

again quickly one week

later.

14


9 trends that will shape digital marketing in 2016

Putting the 600’000 app installs of

the first week into perspective

(in one beautiful Excel chart)

15


9 trends that will shape digital marketing in 2016

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


9 trends that will shape digital marketing in 2016

Winning our Industry’s

Napster-Moment

Quality

over Price

Relevancy

over Reach

Content

over Clutter

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9 trends that will shape digital marketing in 2016

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

4 // offline = online

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Being offline is the privilege of an older generation.


9 trends that will shape digital marketing in 2016

The Rise of the Smartphone Mobile Computer

19


9 trends that will shape digital marketing in 2016

20

Source: Think with Google


9 trends that will shape digital marketing in 2016

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.

CASE

21


9 trends that will shape digital marketing in 2016

5 // YouTube grows up.

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

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9 trends that will shape digital marketing in 2016

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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9 trends that will shape digital marketing in 2016

Masthead Reach by Day of Week

Switzerland

3’000’000

Impressions

Mon Tue Wed Thu Fri Sat Sun

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Webrepublic Research - YouTube Advertising Report Switzerland, 2015


9 trends that will shape digital marketing in 2016

Choose your own

adventure

Campaigns that leverage the

creative potential of a channel.

CASE

25


9 trends that will shape digital marketing in 2016

6 // storytelling drives

convergence across devices

and plattforms

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9 trends that will shape digital marketing in 2016

Karasek & Ikea

A great video that

captured the attention

of fans around the

world, generated views,

coverage and links.

CASE

27


9 trends that will shape digital marketing in 2016

Nike+ Outdo You

Personalized videos based

on actual training data.

CASE

28


9 trends that will shape digital marketing in 2016

7 // real advantages for

virtual pioneers

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9 trends that will shape digital marketing in 2016

Mammut #PROJECT360 let’s you

explore famous hiking routes.

CASE

30


9 trends that will shape digital marketing in 2016

8 // data demands excellency.

31


9 trends that will shape digital marketing in 2016

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.

32


9 trends that will shape digital marketing in 2016

Long-Tail Keyword

Product not Available

In the age of product feeds and shopping ads,

there should not a single click be wasted.

33


9 trends that will shape digital marketing in 2016

Combine insights & data from

many sources to create ads

that are more relevant.

+300% CTR

+350% Conversion Rate

CASE

34


9 trends that will shape digital marketing in 2016

WRAP UP

35

35


9 trends that will shape digital marketing in 2016

9 Trends That will Shape 2016

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


9 trends that will shape digital marketing in 2016

But hey, what about

trend nr. 9?

37


9 trends that will shape digital marketing in 2016

This is the one to rule them all.

9. Data meets Creativity

to create relevant and efficient

marketing and advertising.

38


9 trends that will shape digital marketing in 2016

Thank you.

Webrepublic @tozehnder

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