In a fast changing industry, it’s key to understand which trends drive future growth.
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9 Trends That Will Shape
Digital Marketing in
Co-Founder & Partner
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...
as we work in a fast
it’s key to understand which
trends drive future growth.
It’s also key to know where to
look for these trends.
big data analysis,
The Obama 2012 campaign is famous for
successfully leveraging digital technology earlier
than others in our industry.
What made the
According to Harper Reed,
CIO of the campaign:
Not building everything
from scratch, but learning
practises of others.
In other words...
The Future Is Already
Here, It’s Just Not
– William Gibson
So, here are 9 trends that successful
brands already put into practise to
move the needle today.
They will shape digital marketing in
A waste of
Flash ads don’t
1 // HTML5 is the new standard
for digital creatives.
Interactive creatives that work
on all browsers and devices.
2 // flexible planning is
Can you launch
Instagram ads in 2015
if you didn’t budget
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
Planning is going to be
- Jonathan Oliver, Microsoft
3 // AdBlocking for the
the iTunes charts on
the first weekend
...but also lost ground
again quickly one week
Putting the 600’000 app installs of
the first week into perspective
(in one beautiful Excel chart)
Exclusive: Swiss Market Situation
AdWords Traffic Post-iOS9-Launch (KW38/39)
→ No significant impact and patterns yet
→ General seasonality and fluctuation has
more impact than adblockers on iOS9
Winning our Industry’s
Thanks to the smartphone, we definitely live in a connected world.
4 // offline = online
Being offline is the privilege of an older generation.
The Rise of the Smartphone Mobile Computer
Source: Think with Google
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
This unprecedented wave of
online/offline synergies will
move the boundaries of our
industry. And the way our teams
5 // YouTube grows up.
(( I have no idea what this is, but it generated millions of views ))
There’s a new generation of «web
natives» growing up. Their needs
will shape the media landscape of
the coming years.
Masthead Reach by Day of Week
Mon Tue Wed Thu Fri Sat Sun
Webrepublic Research - YouTube Advertising Report Switzerland, 2015
Choose your own
Campaigns that leverage the
creative potential of a channel.
6 // storytelling drives
convergence across devices
Karasek & Ikea
A great video that
captured the attention
of fans around the
world, generated views,
coverage and links.
Nike+ Outdo You
Personalized videos based
on actual training data.
7 // real advantages for
Mammut #PROJECT360 let’s you
explore famous hiking routes.
8 // data demands excellency.
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.
Product not Available
In the age of product feeds and shopping ads,
there should not a single click be wasted.
Combine insights & data from
many sources to create ads
that are more relevant.
+350% Conversion Rate
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.
But hey, what about
trend nr. 9?
This is the one to rule them all.
9. Data meets Creativity
to create relevant and efficient
marketing and advertising.