The official Ogilvy Key Digital Trends for 2017. A yearly trend report outlining both where we believe the digital and social landscape is headed and what brands and agency partners should do about it. By Marshall Manson and James Whatley
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
It's been several weeks since SXSW 2015. James Whatley, Digtital Director for Ogilvy & Mather Advertising London, has written up the four key trends that he saw coming out of this year's event.
New Era of Marketing - Content Marketing Conference - 2016 Mathew Sweezey
This presentation was given at the Content Marketing Conference in 2016. The new era of marketing is vastly different based on a new marketing environment. The new era of marketing has a new view on branding, value, content, how we create the contnet, and how we present it to the consumer. Join Mathew as he takes you along a journey to explain how to succeed in the new era.
Why Your Content Is Failing You, and How to Fix it Mathew Sweezey
Content marketing is more about strategy, than the piece of content itself. In these 5 examples of amazing content marketing, Mathew explains why high performing contnet marketings prevail, and how you can too.
A look at both near and far term futures for demand generation. Covering new consumer trends, the power of contextual experiences, chabots, and much more.
Digital 2017 beyond multi-channel breakfast meetingTamara Obradov
How can retailers go from multi-channel retail to unified commerce? It is not enough to just add channels. Retailers need to redefine their organizations as well to create one customer view and shared functional capabilities. EdenMcCallum breakfast meeting discussing the new reality of retail and what retailers need to do to be relevant in the coming years.
American Banking Association Marketing Conference - Modern ConsumersMathew Sweezey
The new consumer is not like the old. This means your bank has to be more than a bank. They must be contextual to the needs of the consumer, which are far past just financial. Here's what you need to know.
Video killed the radio star, marketing in the infinite environment Mathew Sweezey
The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
It's been several weeks since SXSW 2015. James Whatley, Digtital Director for Ogilvy & Mather Advertising London, has written up the four key trends that he saw coming out of this year's event.
New Era of Marketing - Content Marketing Conference - 2016 Mathew Sweezey
This presentation was given at the Content Marketing Conference in 2016. The new era of marketing is vastly different based on a new marketing environment. The new era of marketing has a new view on branding, value, content, how we create the contnet, and how we present it to the consumer. Join Mathew as he takes you along a journey to explain how to succeed in the new era.
Why Your Content Is Failing You, and How to Fix it Mathew Sweezey
Content marketing is more about strategy, than the piece of content itself. In these 5 examples of amazing content marketing, Mathew explains why high performing contnet marketings prevail, and how you can too.
A look at both near and far term futures for demand generation. Covering new consumer trends, the power of contextual experiences, chabots, and much more.
Digital 2017 beyond multi-channel breakfast meetingTamara Obradov
How can retailers go from multi-channel retail to unified commerce? It is not enough to just add channels. Retailers need to redefine their organizations as well to create one customer view and shared functional capabilities. EdenMcCallum breakfast meeting discussing the new reality of retail and what retailers need to do to be relevant in the coming years.
American Banking Association Marketing Conference - Modern ConsumersMathew Sweezey
The new consumer is not like the old. This means your bank has to be more than a bank. They must be contextual to the needs of the consumer, which are far past just financial. Here's what you need to know.
Video killed the radio star, marketing in the infinite environment Mathew Sweezey
The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.
The first ever study to define the size, growth, and churn of 90 specific B2B personas. A combination of research from Linkedin, Data.com, and Salesforce combined to help marketers answer the key questions surrounding target demographics.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Trend and Challenge Digital Marketing 2017Gilang Ridzky
With communication as my educational background and my work experience in social media marketing's field, I'm interested to do some little-analytical about Trend and Challenge Digital Marketing 2017 then write it down as you can see here.
I just wrote the matter-most-point, if you're interested to know more about my interpretation/presentation/whatever you call it, just send me an e-mail at gridzky@gmail.com so I can send you the details. Because I'm too lazy to share the details here. Thank you.
Warm Regards,
Gilang Ridzky Yuwono.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Nobody Cares About Your Newsletter - Mobile MarketingMathew Sweezey
More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.
For accompanying video, see https://www.youtube.com/watch?v=LhSeXIlvP4U.
Given at ad:tech Asean 2015 http://www.adtechasean.com/ July 8th in Singapore by MWI's CEO Josh Steimle @joshsteimle, who is typing this, so I'll break out of the third person.
I was assigned this topic, and it was a fun one. I love being able to give actionable tips, and this deck includes 10 of them--all free or very close to free. Most not all that time consuming either. Ranges from basics like "Get a mobile friendly site already!" (with some more details on how) to how to come up with ideas for blog posts. Oh, and of course, you can't leave out HARO (Help A Reporter Out).
Shoutouts to Wil Reynolds at http://www.seerinteractive.com/, Moz https://moz.com/, Gartner, HostGator, Yoast, Google, Canva, SlideShare, TinyLetter, YouTube, Chinese Obama, and Chris Reed with http://blackmarketing.com/.
If you're needing more marketing budget here are the steps to take to get that money! Building on new ideas such as a stretch budget, agile workflows, and new valuation models.
You create content on a regular basis, but are you measuring your work? Have you established KPIs? Have you documented a content marketing strategy that you're measuring against? Are you measuring the right things, or are you simply looking at vanity metrics? Find out how to have measurement success by reading some words of wisdom from some of our Content Marketing World speakers in the last of a 3-part ebook series produced by our friends at TopRank Online Marketing in conjunction with the #CMWorld team.
Here is our annual piece - 50 Content Marketing Predictions for 2014. Produced by the Content Marketing Institute.
See if the following predictions come true at
Content Marketing World 2014
contentmarketingworld.com
#cmworld
To heck with the vague predictions...here’s three specific predictions:
- Microsoft will buy one, maybe two, media companies in certain industries. The outcome will pave the way for further media purchases throughout the year by non-media companies.
- Red Bull will announce a series of daredevil movies to be produced by Amazon.com.
- At least three Fortune 500 brands will hire a Chief Content Officer.
JOE PULIZZI
@JoePulizzi
FOUNDER
CONTENT MARKETING INSTITUTE
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Greater Charlotte Apartment Association (GCAA) event on 7/22/15.
Four Secrets to Making Things Crowd WorthyBryan Kramer
Everyone has seen sporting events where the crowd "waves" around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd, become the crowd? What components of content shared in social make it "crowd worthy"? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet's "Santa's Surprise", as well as more personal learning from his own crowd-based campaign, "90 Days to Ellen DeGeneres." Both emotionally and intellectually charged, come prepared with pen, paper and tissues!
We are living in a fast-paced and hugely fragmented mobile world. And consumers are filtering more than ever before.
In this webinar, we’ll discuss how to make your brand matter right now, connecting you to your consumers at precise moments that are truly engaging and impactful.
The biggest social media have pivoting their role as marketing platform. So, what kind of content that we should create? This simple deck from RACK Content will give you a guide, especially for Indonesian Audience.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
The World in 2025 - Future Agenda (2016)Future Agenda
What are the big issues for next decade? The World in 2025 is the full synthesis of insights from the second Future Agenda programme undertaken in 2016. From 120 discussions with thousands of informed people in 45 cities across 35 countries, we gained over 800 insights on the next decade. From these we identified and detailed over 60 key areas of change - those are all shared feely on the future agenda website (www.futureagenda.org).
This document brings all of these insights together in a single pdf for you to use. It is a free book shared under the Creative Commons Attribution Non Commercial 3.0 licence. We hope that you find it a useful view of how people around the world see change occurring over the next decade.
PLEASE NOTE: This book is also available at cost for local digital printing via Amazon and Create Space
https://www.amazon.co.uk/World-2025-Insights-Future-Agenda/dp/0993255426
https://www.amazon.com/World-2025-Insights-Future-Agenda/dp/0993255426
https://www.createspace.com/6656252
The first ever study to define the size, growth, and churn of 90 specific B2B personas. A combination of research from Linkedin, Data.com, and Salesforce combined to help marketers answer the key questions surrounding target demographics.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Trend and Challenge Digital Marketing 2017Gilang Ridzky
With communication as my educational background and my work experience in social media marketing's field, I'm interested to do some little-analytical about Trend and Challenge Digital Marketing 2017 then write it down as you can see here.
I just wrote the matter-most-point, if you're interested to know more about my interpretation/presentation/whatever you call it, just send me an e-mail at gridzky@gmail.com so I can send you the details. Because I'm too lazy to share the details here. Thank you.
Warm Regards,
Gilang Ridzky Yuwono.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Nobody Cares About Your Newsletter - Mobile MarketingMathew Sweezey
More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.
For accompanying video, see https://www.youtube.com/watch?v=LhSeXIlvP4U.
Given at ad:tech Asean 2015 http://www.adtechasean.com/ July 8th in Singapore by MWI's CEO Josh Steimle @joshsteimle, who is typing this, so I'll break out of the third person.
I was assigned this topic, and it was a fun one. I love being able to give actionable tips, and this deck includes 10 of them--all free or very close to free. Most not all that time consuming either. Ranges from basics like "Get a mobile friendly site already!" (with some more details on how) to how to come up with ideas for blog posts. Oh, and of course, you can't leave out HARO (Help A Reporter Out).
Shoutouts to Wil Reynolds at http://www.seerinteractive.com/, Moz https://moz.com/, Gartner, HostGator, Yoast, Google, Canva, SlideShare, TinyLetter, YouTube, Chinese Obama, and Chris Reed with http://blackmarketing.com/.
If you're needing more marketing budget here are the steps to take to get that money! Building on new ideas such as a stretch budget, agile workflows, and new valuation models.
You create content on a regular basis, but are you measuring your work? Have you established KPIs? Have you documented a content marketing strategy that you're measuring against? Are you measuring the right things, or are you simply looking at vanity metrics? Find out how to have measurement success by reading some words of wisdom from some of our Content Marketing World speakers in the last of a 3-part ebook series produced by our friends at TopRank Online Marketing in conjunction with the #CMWorld team.
Here is our annual piece - 50 Content Marketing Predictions for 2014. Produced by the Content Marketing Institute.
See if the following predictions come true at
Content Marketing World 2014
contentmarketingworld.com
#cmworld
To heck with the vague predictions...here’s three specific predictions:
- Microsoft will buy one, maybe two, media companies in certain industries. The outcome will pave the way for further media purchases throughout the year by non-media companies.
- Red Bull will announce a series of daredevil movies to be produced by Amazon.com.
- At least three Fortune 500 brands will hire a Chief Content Officer.
JOE PULIZZI
@JoePulizzi
FOUNDER
CONTENT MARKETING INSTITUTE
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Greater Charlotte Apartment Association (GCAA) event on 7/22/15.
Four Secrets to Making Things Crowd WorthyBryan Kramer
Everyone has seen sporting events where the crowd "waves" around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd, become the crowd? What components of content shared in social make it "crowd worthy"? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet's "Santa's Surprise", as well as more personal learning from his own crowd-based campaign, "90 Days to Ellen DeGeneres." Both emotionally and intellectually charged, come prepared with pen, paper and tissues!
We are living in a fast-paced and hugely fragmented mobile world. And consumers are filtering more than ever before.
In this webinar, we’ll discuss how to make your brand matter right now, connecting you to your consumers at precise moments that are truly engaging and impactful.
The biggest social media have pivoting their role as marketing platform. So, what kind of content that we should create? This simple deck from RACK Content will give you a guide, especially for Indonesian Audience.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
The World in 2025 - Future Agenda (2016)Future Agenda
What are the big issues for next decade? The World in 2025 is the full synthesis of insights from the second Future Agenda programme undertaken in 2016. From 120 discussions with thousands of informed people in 45 cities across 35 countries, we gained over 800 insights on the next decade. From these we identified and detailed over 60 key areas of change - those are all shared feely on the future agenda website (www.futureagenda.org).
This document brings all of these insights together in a single pdf for you to use. It is a free book shared under the Creative Commons Attribution Non Commercial 3.0 licence. We hope that you find it a useful view of how people around the world see change occurring over the next decade.
PLEASE NOTE: This book is also available at cost for local digital printing via Amazon and Create Space
https://www.amazon.co.uk/World-2025-Insights-Future-Agenda/dp/0993255426
https://www.amazon.com/World-2025-Insights-Future-Agenda/dp/0993255426
https://www.createspace.com/6656252
What's Next for Creativity & Technology: Applied InnovationOgilvy Consulting
Collaborative hacks, where creativity meets technology, are extremely powerful in demonstrating how to change people’s lives. In this webinar, we discuss and answer all your burning questions about these incredible partnerships.
UNBLOCKED: The Power of Blockchain Technology to Establish Trust, Build Brand...Ogilvy Consulting
UNBLOCKED: The Power of Blockchain Technology to Establish Trust, Build Brands & Transform Business shines light on the myriad capabilities, applications and benefits of blockchain technology for enterprises. It frames key questions for business leaders that open paths to unlock the value of the technology. It places the customer at the center of business strategy development. And it focuses on the ultimate end game, leveraging blockchain to prevent disruption and provide competitive advantage.
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Northern Europe in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
How can an algorithm learn to be the best Go player in the world with no prior experience? Have chatbots finally become the answer to your business problems? In this webinar, Ogilvy’s Michael McCarthy and Andrew Van Aken will update you on news within the artificial intelligence and machine learning sector, why it is important and how Ogilvy is using some of this technology.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
McKinsey Global Institute's latest report shows how soaring flows of data and information now generate more economic value than the global goods trade. Here are the key charts and graphs that tell the story. For the full report, visit http://bit.ly/digiflows.
The Top Skills That Can Get You Hired in 2017LinkedIn
We analyzed all the recruiting activity on LinkedIn this year and identified the Top Skills employers seek. Starting Oct 24, learn these skills and much more for free during the Week of Learning.
#AlwaysBeLearning https://learning.linkedin.com/week-of-learning
The official Ogilvy Key Digital Trends for 2018. A yearly trend report outlining both where we believe the digital and social landscape is headed and what brands and agency partners should do about it. By Marshall Manson and James Whatley.
Leo Burnett London’s in-house experts and partners present “Predictions: 2017,” a collection of the hottest trends to look forward to this year. Read on to learn more about consumer behavior, brand sponsorships and retail technology.
Hello friends,
Yes, it’s that time of year again: a time for fruitcake, impassable traffic outside shopping malls, and the frantic search for the perfect gift. It’s also the time of year for that ubiquitous agency output — the trend piece.
I’ve generally found that these ponderous tomes have a shelf life roughly equivalent to the fruitcake mentioned above. After that, they become great paperweights or door-stoppers. Which is a shame, because a lot of time, sweat equity, and research go into developing them.
We often remark that 22squared is a different kind of agency — nimble, independent, collaborative — so it’s only fitting that we think about trends a little differently. We’re driven by a radical idea: that we should hold ourselves accountable for our lofty trend predictions.
Rather than creating a massive trend review and sending it out into the ether, never to be discussed again (until next’s years assignment rolls around), we wanted to revisit predictions we made at the outset of the year and see how close we came to gauging the future.
This is not to pat ourselves on the back if we were dead-on, or shame ourselves if we were dead-wrong, but rather to make sure we’re always building upon our learnings. At the end of the day, we believe trends are organic things: not a static fact at a certain moment in time, but living, evolving, shifting patterns that shape and guide the world we live in. It’s by charting the course of these predictions over time that we can begin to see (and harness) the impact they make on our clients’ businesses, and thus know what to look for in the coming year.
This piece has been a true collaboration, both within the Brand Planning department and across disciplines here at 22squared. We hope you’ll enjoy reading it as much as we enjoyed pulling it together. We also sincerely hope that, as the new year rolls around, you won’t be using this as a door-stopper, but rather referencing it throughout the year to see how we stack up for next year’s trends time capsule.
Happy holidays, and happy reading -
Jen Grant, SVP, Director of Brand Planning, 22squared
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Twelve months of research, 1000+ cups of coffee, and probably an entire forest worth of Post-its (don’t worry—we recycle). That’s what it took for us to compile our Trends 2017 report, which offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Visit trends.fjordnet.com for more.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
With global economic slowdown looming, research shows many organisations are turning to mergers and acquisitions to achieve growth. Consequently, this creates a crucial inflection point for business and brand. It is one of those rare moments where brand rises to the top of the Executive agenda. The stakes are high, and failure to understand the role of brand in M&A is the most common reason for collapse.
Through real-life case studies, in this session we will share a unique approach from Ogilvy Consulting that answers the critical brand and naming questions, and how our approach can impact the long-term ability for an organisation to achieve its objectives.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation.
Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
Organisations need to be ready to confront the issues concerning a post-COVID–19 workplace. Business guidance and employee sentiment is changing rapidly. But, importantly, how we prepare our people and ensure we have plans in place to work together will be critical for recovery. Join us to explore how businesses can get ready and be best prepared to reintroduce employees to the workplace
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich.
Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
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Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
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Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
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With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
Key Digital Trends for 2017
1. Key Digital Trends for 2017
By Marshall Manson & James Whatley
@MarshallManson / @Whatleydude
#OgilvyTrends2017
2. #OgilvyTrends2017
Introduction
For the past few years, two of Ogilvy’s digital and innovation
leaders, Marshall Manson and James Whatley, have
collaborated on a yearly trend report outlining both where they
believe the digital and social landscape is headed and what
brands and agency partners should do about it.!
As is tradition, this document — the fourth annual edition — is
made up of two parts: !
First a review and grading of their 2016 predictions, and second,
a look ahead to what the future holds in 2017. !
We hope you enjoy it. !
4. #OgilvyTrends2017
Trend 1: The Adblocker Endgame
We said:
Adblocker usage will continue to grow. Users will consume fewer banner ads -
across mobile and desktop. Ecosystem owners will step up their fight against
page bloat - maximising reach, minimising advertising disruption. !
!
We advised:
Consider consumer intent before not only publishing content but also during the
content planning phase. By applying this level of strategic rigour ahead of the
work you would then be better placed to take advantage of the advanced micro-
targeting options available to you via the leading platforms. !
!
What happened:
Ablocker usage jumped 34% during 2016 (in the US alone) and ecosystems
doubled down on their fast-loading articles (Facebook opened Instant Articles to
all publishers and we said hello to Google Amp). Furthermore, Adblock Plus
reported 100m (!!) users. !
!
How did we do:
Banner advertising is an outdated communications tool. Adblocker usage shows
no sign of falling and marketers are increasingly looking at using varying levels of
sophisticated targeting to ensure that marketing messages are seen by the right
eyeballs. !
NAILED IT. #OgilvyTrends2017
2016 Predictions:
How Did We Do?
5. #OgilvyTrends2017
Trend 2: The Video Evolution
We said:
‘The Video Royale mega-battle will continue’ - with more and more platforms
launching their own video offering(s), the same content will soon be available
everywhere. We also said ‘In 2016, the way we both consume and create content
will change forever.’!
!
We advised:
As 2016 would be the year of video innovation 1.0 (eg: VR, AR, 360 video) we
advised a) not panicking and b) if you had the time/money, consider going for the
early PR value - with 360 video and/or Google Cardboard experiences being the
easiest and most accessible. !
!
What happened:
Google shipped 5m cardboard viewers. YouTube viewers watched in excess of
350k hours of VR content. Huge content publishers, such as Sky TV, Netflix, and
Warner Bros launched their own VR offerings. And did someone say Spectacles?!
!
How did we do:
The video focus of the platforms where we spend most of our online time shows
no sign of abating. Video is first (more on that to come later), innovation is
flourishing, and consumers are onboard. !
!
NAILED IT. #OgilvyTrends2017
2016 Predictions:
How Did We Do?
6. #OgilvyTrends2017
Trend 3: Gen Z - Peak Millennial
We said:
‘Millennial’ is a cheap, lazy, and fundamentally boring way to describe a
homogeneous group of around 1.7 billion people. Additionally, the next
faceless cohort are on their way - Gen Z - and they are also an all different, all
non-conforming group of people. !
!
We advised:
Ignore cohorts. Focus on consumer insights. If you get (or write) a brief saying
‘We want to speak to Millennials’, push back - hard. !
!
What happened:
We think it’s fair to say that perhaps this one didn’t go to plan. !
!
How did we do:
Let’s take a look…!
!
#OgilvyTrends2017
2016 Predictions:
How Did We Do?
7. #OgilvyTrends2017
2016 Predictions:
How Did We Do?
We had three major trends in last
year’s edition (as well as three Bonus
Noodles - but we’ll get onto those).
We said:
‘Millennial’ is a cheap, lazy, and boring way to describe a homogeneous group
of around1.7bn people. Furthermore, the next cohort are on their way - Gen Z -
and they are also an all different, all non-conforming group of people.
We advised:
Ignore cohorts. Focus on consumer insights. If you get (or write) a brief saying
‘We want to speak to Millennials’, push back - hard.
What happened:
How did we do:
#OgilvyTrends2016 Data
Trend 3: Gen Z - Peak Millennial
#OgilvyTrends2017
8. #OgilvyTrends2017
2016 Predictions:
How Did We Do?
We had three major trends in last
year’s edition (as well as three Bonus
Noodles - but we’ll get onto those).
We said:
‘Millennial’ is a cheap, lazy, and boring way to describe a homogeneous group of
around1.7bn people. Furthermore, the next cohort are on their way - Gen Z - and
they are also an all different, all non-conforming group of people.
We advised:
Ignore cohorts. Focus on consumer insights. If you get (or write) a brief saying ‘We
want to speak to Millennials’, push back - hard.
What happened:
How did we do:
TL;DR:
Trend 3: Gen Z - Peak Millennial
#OgilvyTrends2017 Data
#OgilvyTrends2017
9. #OgilvyTrends2017
2016 Predictions:
How Did We Do?
We had three major trends in last
year’s edition (as well as three Bonus
Noodles - but we’ll get onto those).
We said:
‘Millennial’ is a cheap, lazy, and boring way to describe a homogeneous group of
around1.7bn people. Furthermore, the next cohort are on their way - Gen Z - and
they are also an all different, all non-conforming group of people.
We advised:
Ignore cohorts. Focus on consumer insights. If you get (or write) a brief saying ‘We
want to speak to Millennials’, push back - hard.
What happened:
How did we do:
TL;DR:
#OgilvyTrends2017 Data
Trend 3: Gen Z - Peak Millennial
#OgilvyTrends2017
10. #OgilvyTrends2017
We had three major trends in last
year’s edition (as well as three Bonus
Noodles - but we’ll get onto those).
Trend 3: Gen Z - Peak Millennial
We said:
‘Millennial’ is a cheap, lazy, and fundamentally boring way to describe a
homogeneous group of around 1.7 billion people. Additionally, the next
faceless cohort are on their way - Gen Z - and they are also an all different, all
non-conforming group of people. !
!
We advised:
Ignore cohorts. Focus on consumer insights. If you get (or write) a brief saying
‘We want to speak to Millennials’, push back - hard. !
What happened:
We think it’s fair to say that perhaps this one didn’t go to plan. !
How did we do:
#OgilvyTrends2017
2016 Predictions:
How Did We Do?
11. #OgilvyTrends2017
Trend 3: Gen Z - Peak Millennial
We had three major trends in last
year’s edition (as well as three Bonus
Noodles - but we’ll get onto those).
We said:
‘Millennial’ is a cheap, lazy, and fundamentally boring way to describe a
homogeneous group of around 1.7 billion people. Additionally, the next
faceless cohort are on their way - Gen Z - and they are also an all different, all
non-conforming group of people. !
!
We advised:
Ignore cohorts. Focus on consumer insights. If you get (or write) a brief saying
‘We want to speak to Millennials’, push back - hard. !
What happened:
We think it’s fair to say that perhaps this one didn’t go to plan. !
How did we do:
WE GOT IT SO WRONG.
YOU’RE ALL OBSESSED WITH MILLENNIALS.
SERIOUSLY, THIS HAS GOT TO STOP.
#OgilvyTrends2017
2016 Predictions:
How Did We Do?
12. #OgilvyTrends2017
On top of our three major trend predictions last year, we also
included a section entitled ‘Bonus Noodles’. !
!
For the newcomers, Bonus Noodles are ideas and trends that
we’re thinking about but are made up of limited data points,
hunches, conjecture, or a combination of all three. !
!
This one page round-up tells us a) if we were right and b) why
they’re probably just noodles in the first place. !
Noodle 3: Influencer Agencies
Noodle 2: Twitter Erosion
Noodle 1: Distributed Content
We said we marketers needed to stop looking at
website visits as the number one metric for content
success. !
!
In 2016, this is still number one. However, while this
hasn’t changed, marketers using true ROI metrics
such as sales leads are on the increase (jumping
from 5th to 3rd in the metric tables). !
We said users are down and the platform will soon
be under siege from competitors encroaching on
the spaces Twitter would call its heartland. !
!
We wanted to be wrong on this, and we’ll come
back to it later in this document. !
We said influencer agencies would continue to grow
and that the industry for these intermediaries would
grow to be lucrative. And that’s pretty much what
happened. !
!
!
2016 Noodles:
How Did We Do?
#OgilvyTrends2017
16. #OgilvyTrends2017
Messenger App Growth / Usage
Monthly active users for top 4 social networks and messaging apps
Source: Companies.
Business Insider.
3,500
3,000
2,500
2,000
1,500
1,000
0
Millions
1Q20154Q20132Q2012
Top 4 messaging apps
Top 4 social networks
This chart is from September 2015.!
Every Chatbot company, agency, and
start-up worth its salt is using this. !
For good reason: it demonstrates
exactly why we are where we are. !
And in July 2016, Facebook
Messenger hit 1bn MAUs. !
In short: we’re spending more and
more time in messaging apps. !
17. #OgilvyTrends2017
‘On-demand’ Consumers Expect Brands to Follow Suit
Just like one of Willy Wonka’s least favourite guests, Veruca
Salt, today’s consumers want everything right now. !
!
Thanks to the likes of Netflix, Uber, and Airbnb, this ‘on-
demand consumer’ has grown used to on-demand products
and services - and they now want on-demand CUSTOMER
SERVICE. !
!
Did we mention they wanted it right now?!
!
And while Twitter is slowly becoming a platform for current
events and/or news - customer service is still a key component
to its platform. !
!
However, against the backdrop of an upswing in message app
penetration, it’s clear to spot the next big frontier for
troubleshooting consumer issues - and it’s already installed on
your phone. !
18. #OgilvyTrends2017
And Message Platforms Are Stepping Up
Between platform launches, APIs, beta
tracks, and bot stores - nearly every
messenger platform today has (or has
plans to launch) a chatbot solution. !
Facebook launched its API in April 2016. In
the same month, Kik, (live with basic
chatbots since 2014), launched its own bot
store.!
Telegram soon followed and, by the end of
the year, Twitter had launched its own bot-
proposition, delivered via Direct Message. !
The one glaring omission is WhatsApp, !
but we’re certain that’ll soon change… !
20. #OgilvyTrends2017
The Numbers Are Crazy
33,000
The number of chatbots on Facebook Messenger !
(as of Sept 2016)!
1bn
Monthly Active Users on Facebook Messenger!
1bn
Monthly Active Users on WhatsApp!
80% !
The percentage of marketing leaders* who said they were
planning on chatbot and/or AI solutions by 2020 (that’s only
three years away!)!
! *800 marketing / CSOs / sales execs across Netherlands,France, UK,
South Africa in manufacturing/hi-tech, online retail, telcos
21. #OgilvyTrends2017
And Consumer App Downloads Are Too…
But in the wrong way. !
It is a fact that people simply don’t install apps
anymore. And even when users do install an app,
95% move onto other things within 90 days.
However, with users in their billions, messaging
platforms are the number one app for consumers
all across the globe.!
One-to-one messaging, at scale, is impossible. !
Which is where and why the Chatbot opportunity
has come from. !
23. #OgilvyTrends2017
Think: Where Could Chatbots Help You Today?
SALES &
SERVICES
SUBJECT
EXPERTISE
CARE &
SUPPORT
CONTENT
SUBSCRIPTIONS
EXPERIENCES
/ UTILITIES
Depending on your platform of choice, there are possibly up to five key areas that chat bots !
could help your business: !
24. #OgilvyTrends2017
Play: Markets In Everything
Bot building platforms are appearing
with varying levels of coding required !
to use them, each with their own
methods, platform support, and, more
often than not, bot-store.!
Many of these tools are free and / or
cheap to use - and can help you get to
grips with what is and is not possible
quickly and easily.!
Once you have an initial understanding,
then it might be time to call in some
help.!
25. #OgilvyTrends2017
Do: Get Inspired By Our Friends In The East
Facebook Messenger is at least
three years behind message
platforms in the East.!
!
More than 500 million people sent
money through these message
platforms during the 2016 Chinese
New Year period. !
!
The West is catching up but bots
have been around on WeChat for
example (700 million monthly
active users), since 2013.!
!
If you’re looking for inspiration,
look to China (look up ‘Xiao Ice’ for
one - there are many others). !
Facebook Messenger
Platform 2016
via +RehabStudio!
26. #OgilvyTrends2017
But Remember
1. Like the app gold rush before it, there will be dross, there will be wallpaper, and there will be snake oil.!
2. If you’re thinking ‘I need a bot’, you’re doing it wrong. Think about a business problem first, consider where
your consumers are today, then see if a chatbot could be the right solution. !
3. (Most) Chatbots are for life, not just for Christmas. There are rich data opportunities with a good chatbot
execution. Don’t squander the chance to learn more about your consumer than ever before. !
4. If you build it, they won’t just come; think about how you’ll scale. From Facebook ad units to ATL, !
how will you let people know about your bot? !
5. Your agencies should be all over this (if they’re not, come talk to us - ahem) so if you’re unsure, ask.!
27. #OgilvyTrends2017
Trend 2: The Abdication Of Ethical Decision Making
‘What happens when we hand over our choices to robots and algorithms?’
or
‘Did you think we were here to have fun?’
#OgilvyTrends2017
29. #OgilvyTrends2017
Automation Surging
Facebook Messenger Bots are driving a consumer-facing
uptick. There are tens of thousands of bots now in the wild. !
And many more are on the way. Yet. the most significant
moves are arguably hidden from view.!
#OgilvyTrends2017
30. #OgilvyTrends2017
Algorithms Choose Our
2016 elections in the UK and USA highlighted the
unforeseen problem of algorithmic content serving.!
Users experience strong confirmation bias when
machines serve new content based on previous
preference.!
And make themselves ripe for exploitation by
opportunists and extremists.!
(Fake) News
#OgilvyTrends2017
31. #OgilvyTrends2017
Driverless Cars: Arriving Soon
Google (aka Alphabet - now via Waymo),
Apple, Tesla, Ford, and other traditional car
makers are all developing their own
driverless solution.!
The first generation is due on the road by
2020. And the second gen — the real
breakthrough — is due 2023.!
Driverless deliveries are already happening.
Budweiser and Otto delivered 50,000 bottles
nearly 200kms in October 2016. !
Already Here
#OgilvyTrends2017
32. #OgilvyTrends2017
And Driverless Food…
Samsung’s new fridge can display its contents on your
phone thanks to its internal camera, so you can check
whether you’re out of Dijon mustard. (Do we finally get to
learn when the light goes out?)!
And soon, it will simply reorder items automatically when
you run out. !
It also plays movies, provides the weather forecast, and
looks after the family to do list.!
#OgilvyTrends2017
33. #OgilvyTrends2017
…and Driverless Homes…
Amazon’s Smart Home store provides
gadgets that automate heating and cooling,
keeping track of your pets, and locking your
doors.!
All manageable from your phone… or not.
The machines can just manage it for you..!
#OgilvyTrends2017
34. #OgilvyTrends2017
…and Driverless Jobs
It’s not just the dirty, dull and dangerous that
will go.!
Amazon’s new Go concept and McDonald’s
automated ordering is just the start.!
CNBC suggests that pharmacists, lawyers,
and journalists may be the next to find their
jobs automated.!
#OgilvyTrends2017
35. #OgilvyTrends2017
We can teach them our preferences through
machine learning, like the MIT Moral Machine for
driverless cars. But this amounts to majority rule.!
Or we can appoint a body of experts to apply the
best ethical philosophies, but this is essentially
oligarchy.!
Or we can embrace a combination: Human choices
vetted by a panel of experts.!
And many others, each with their own flaws.!
So How Do Machines
Choose For Us?
#OgilvyTrends2017
36. #OgilvyTrends2017
Once We Give Up Control,
Others make initial choices for us. What if we disagree?!
Once programmed, machines will learn and evolve too. Taking
individuals further from the decisions.!
And then there’s government. The potential for interference in our
lives grows as control becomes easier and more efficient. Local
governments to control brown outs by turning off everyone’s
aircon? Nutrition authorities to ensure we’re all eating enough
salad by tracking the content of our fridge — and our garbage?!
IoT devices are notoriously easy to hack. What happens when
automated choices become destructive?!
And it’s harder to hold individuals accountable for transgressions
when the source of bad behaviour is easier to disguise and many
more steps removed from the scene.!
It Never Comes Back
#OgilvyTrends2017
37. #OgilvyTrends2017
Some Sectors May Already
U.S. FAA concerned that pilots’ manual flight
skills are being dulled by automation.!
They believe the over-reliance has
contributed to at least two fatal crashes.!
Decision-making handed over to machines
in a way that’s difficult to recover.!
Be Over-Reliant
#OgilvyTrends2017
39. #OgilvyTrends2017
Defining The Abdication Of Ethical Decision Making
As automation, robotics and, eventually, AI play more and more active roles in our lives, the role of human !
decision-making will inevitably decline.!
Handing over control doesn’t just mean handing over the mechanical activities of daily life. It means handing over
choices — some big, some tiny — about what’s right and wrong. !
Ethics are full of nuance. Binary decision-making leads to polarisation. (See, e.g., Brexit vote.) But it’s hard for
automation to do nuance well. AI may change this, but we’re not there yet. !
So how do we embrace automation while still protecting the ethical frameworks that make and keep us human? !
How can we better define the attributes that hold society together, when there is so much dividing us at the moment?!
40. #OgilvyTrends2017
What The Hell Does This Have To Do With Marketing?
Everything. !
!
Choice architectures will change rapidly as less decision-making is required.!
Ethical standards will rapidly evolve — and brands will need to be ready. Be prepared to be caught — frequently —
between traditionalists and tech progressives.!
Increased polarisation makes it harder for brands to have mass appeal. But multiple narratives to multiple
audiences makes it hard to stay true to a single set of values.!
42. #OgilvyTrends2017
Businesses (especially manufacturers) need to define the basic principles of human ethics that must sit at
the core of any bot, fridge or car they create. In the rush to market, we can’t overlook the importance of the
choices that we’ll be asking others to abdicate.!
Consider how to solicit and consider input into those choices. And develop a defensible process for
making them. Then, be ready to be transparent about rationale, even if you’re not prepared to be proactive
(and consider being proactive).!
Consider Ethics Carefully In Product And Tool Development
43. #OgilvyTrends2017
Brands need to be prepared to live these ethics through their own comms and products, and to defend them as part of
their brand values.!
Define principles, values and standards now, and be prepared to live with them for the long term.!
Be transparent about the origins and rationale behind values and ethics. Over explain. Repeat as often as necessary.!
Prepare for potential ethical issues that might arise in the future.!
Global companies and brands have the hardest choices to make, as ethical norms vary from one culture to another.
But in the future, it may be more important to be true to yourself and explain why, then to give in to local custom. In a
world with no cultural walls, brands must assume that everything is everywhere.!
And make friends with some ethics and philosophy experts. You’re going to need them. (2020 trend prediction:
Corporate demand for philosophy graduates reaches highest level since Aristotle.)!
Define Your Own Ethics Before They’re Defined for You
44. #OgilvyTrends2017
Pivot Towards B2H
Comms approaches are traditionally defined by B2B or B2C. But human considerations outweigh all else. You need to
connect with them on a human level. An ethics is at the core of what it means to be human. So you have to live them —
put them front and centre.!
Which means your human voice has to be front and centre too. !
Develop a narrative that’s about more than just product. Communicate proactively and frequently. Build the story before
questions start.!
In a fragmented media environment, traditional media voices are less relevant. You need your own voice to cut through.!
45. #OgilvyTrends2017
Trend 3: A Video First World
‘You know, silent video means they can’t hear you screaming’
#OgilvyTrends2017
47. #OgilvyTrends2017
Video: It’s A Thing
A quick history lesson:
2014
Facebook puts video as a priority (cue:
newsfeed changes and algorithm
updates). Then suddenly, out of the blue
that summer: a huge charitable event
known as the ALS Ice Bucket Challenge
just happens to go viral. !
2015 !
Other platforms see the opportunity step
up with their own video offerings. Twitter,
Instagram, Snapchat - if you can download
it, you can watch/create/share video on it. !
49. #OgilvyTrends2017
#OgilvyTrends2017
Defining a ‘Video First World’ We see a world that
is video-first with
video at the heart
of all our apps
and services
Mark Zuckerberg, !
Facebook Earnings Call, July 2016
Fast forward to 2016 and Zuck and co are intent on taking
us to [video] hell in a hand[held] basket. !
The quote opposite, by MZ himself, is interesting by way of
its structure. There are two key parts here ‘video-first’ and
‘all our apps and services.’!
Video first means video will get the priority. No matter the
platform. All our apps and services means everything that
Facebook owns: the Facebook platform itself, Messenger,
WhatsApp, Instagram, Oculus… !
All of it: video-first - because Mark Zuckerberg said so.!
Sidenote: Cisco predict that by 2019, 80% of the world’s internet traffic
will be, you guessed it: video.
”
”
50. #OgilvyTrends2017
Another Thing Facebook is
As part of its continuing mission to destroy all other social
platforms, Facebook is going after one of the few remaining
heartlands Twitter has left: LIVE content.!
The best and easiest way to do that is with it’s new LIVE
product and Facebook is throwing so much money at this it is
unheard of. Both from a media perspective and an innovation
angle (Live 360 - launching imminently).!
A Facebook spokesperson told us they hadn’t seen ‘a
company-wide pivot like this’ since it decided it wanted to be
‘mobile first’ (note: over 50% of Facebook’s ad revenue now
comes from mobile). !
In short: Facebook Live is a big bet from Facebook and it’s
throwing everything it has at it to make it successful. !
Set On Us All Doing…
#OgilvyTrends2017
51. #OgilvyTrends2017
And let’s not forget about YouTube
After a year in the wilderness, licking its
wounds and working out what the hell
happened with Facebook video, YouTube
is pushing back.!
Going up against the Facebook
dominance, YouTube is now courting
brands with its effectiveness prowess and
crowing loudly about what does (and does
not) constitute a ‘view.’!
And quite right too.!
One to watch - this one is barely
getting started…
Disclosure: Google and YouTube are clients of Ogilvy PR in the UK.
52. #OgilvyTrends2017
But just what kind of video are we talking about?
360?
Landscape?
Circular?
Square?
Portrait?
Canvas?
Augmented?
Virtual?
Panoramic?
53. #OgilvyTrends2017
But just what kind of video are we talking about?
360?
Landscape?
Circular?
Square?
Portrait?
Canvas?
Augmented?
Virtual?
Panoramic?
We are witnessing the collapse of traditional video formats
#OgilvyTrends2017
55. #OgilvyTrends2017
Preparing for a ‘Video First World’
“We see a world that is video-first
with video at the heart of all our apps
and services”
Facebook Earnings Call, July 2016
The main consumer-facing digital platforms
are shifting.!
For the content-snacking generation, video is
now starter, main, and dessert. !
To not have any kind of video support and/or
strategy that lives with and/or complements
your existing communications would be a
fool’s errand. !
It’s time to learn to love video.!
56. #OgilvyTrends2017
• Got a TVC? Get/cut/use all footage !
• Shooting a TVC? Get someone there shooting with a smartphone.!
• Can’t afford a TVC? Shoot something yourself!
• Get clever/useful with video apps that can give you the creative edge that you need!
• Publish to Facebook? Use Square Video!
• Got a ton of cash? Do something awesome in VR!
• Got a small amount of cash? Look into 360 video!
Preparing for a ‘Video First World’
60. #OgilvyTrends2017
After recognising that it was time to sell, Twitter
couldn’t find a buyer in 2016. !
Google, Apple and Salesforce, along with a rumoured
bevy of other interested parties, took a pass.!
And the consideration of the deal reportedly revealed
continuing divisions in the Twitter Board.!
No Sale
61. #OgilvyTrends2017
Well-loved, but not quite loved-enough, Vine wasn’t
part of Twitter’s core strategy, so they walked away,
leaving many in tears.!
And many others wondering where to get their sport
highlights.!
Vine Withers
62. #OgilvyTrends2017
Facebook prioritised Live in 2016, at Twitter’s expense. !
By including Live moments in Notifications, Facebook is
giving its offering a big boost of viewers and users.!
Some publishers report they’re already attracting huge
viewerships — and revenue — from their FB Live shows.!
Twitter is fighting back. Live is a key part of its strategy,
and it’s driving solid performance. Users seems to enjoy,
and advertisers seem to getting some value. This is an
area to watch going forward.!
Fighting for their LIVE
63. #OgilvyTrends2017
Facebook Messenger in general, and its bot offering
in particular are direct challengers to Twitter’s
supremacy on social customer service.!
Twitter is rumoured to have its own bot offering on the
way, but customers will decide this battle. Where’s the
best place to complain?!
Customer Care Less
64. #OgilvyTrends2017
Trolls reemerged as a top issue for Twitter, with
bad headlines popping up throughout the year.
And spurring big questions, not just about the
future of Twitter, but of the whole Internet.!
Twitter needs to find a solution, especially in light
of progress that Instagram announced last month.
But it’s hard for Twitter to balance its commitment
to free speech with the need for automated
interventions. !
We feel some sympathy for Twitter here. Facebook
(and its ecosystem) have made no such
commitments, so anti-trolling and anti-spam
interventions are often ham-handed and
controversial. Twitter lets the conversation flow,
and invites us to live with the dialogue. This is
another area to watch in months to come.!
Trolls Under the Bridge
65. #OgilvyTrends2017
Arguably Twitter’s biggest troll, Trump got himself
elected President of the United States. !
To many, this brought Twitter to a new low. !
But it also served as a powerful reminder about the
potency of the platform.!
Trick Lost to a Trump Card
66. #OgilvyTrends2017
Through deep data analysis, publishers like BuzzFeed
have concluded that Twitter can still stoke interest in
content.!
Twitter remains the first place that many influencers
turn for news and breaking stories.!
The potential for it to influence conversation and
coverage is still immense.!
Collecting massive
amounts of data over
time has allowed
BuzzFeed to learn,
among other things, that
while ideas get an early
start on Twitter, they go
wide and become
popular on Facebook.
- Noah Robischon, Fast Company!
Twitter: Still a Buzz Starter
”
”
#OgilvyTrends2017
68. #OgilvyTrends2017
Twitter continues to struggle to find articulate its place in the world now and in the future.!
Yet, they still have an active and significant user base. And that user base has demonstrated that the platform can have
a big impact on politics, brands, technology, celeb culture, movies, media, and publishing. Its potential to influence is
still substantial.!
In the absence of a sale, we predict that Twitter will narrow its focus in 2017, to focus on two key areas: data and
influence.!
On data, Twitter has a huge amount to offer. They’ll move to monetise this more directly and more aggressively. The
free / semi-free lunch on the firehose may be over.!
On influence, Trump was as much a gift as a curse. Others will recognise the opportunity that Twitter presents, and rush
to seize it. Live will be a key part of Twitter’s strategy here. But it’s hard to anticipate whether it can offer a sufficiently
disruptive product solution to attract users away from Facebook en masse.!
Defining Twitter Retrench
70. #OgilvyTrends2017
We’re over reliant on Twitter right now for data on audience interests and the real-time conversation. More than
80% of reported social conversation volume in commonly used tools like Sysomos, Brandwatch and Crimson
Hexagon comes from Twitter. !
If access to Twitter data was reduced, too many brands (and the data tools that inform decision-making) would
be flying blind. !
Brands must widen their sources of data and insight. That might mean paying more for a wider range of data. !
It also means pushing vendors — both tool makers and platforms themselves — for more access to data and
insights.!
Expand Your Data Feed
71. #OgilvyTrends2017
For some brands, it’s fine to aim to be influential on Twitter — to build a following and distribute content that
people will happily consume and share.!
But it’s time to reconsider Twitter as a platform for influence. So success isn’t just about publishing. It’s about
partnering with influencers to co-create and reach their audiences.!
Look for strong, second-tier and emerging influencers and help them make something that’s truly valuable.!
Brands also need to think more expansively about audience segments. Brexit and Trump showed us an
establishment vs. anti-establishment world. And there are countless cohorts among the larger ones. Brands need
to continue developing content for specific audiences, and optimising the stuff that performs best.!
Finally, consider including Twitter as part of your Live strategy. Two cameras is no more difficult than one —
especially when they’re both phones anyway. So why not do both? It can’t hurt. !
Reconsider Your Influencer Strategy
74. #OgilvyTrends2017
Facebook Metrics in 2016
How many times Facebook messed up its metrics this year (that we know about)?!
!
Let us count the ways: !
1. Overstated the average video viewing time by up to 80% (for TWO YEARS)
2. Overstated how long people spent reading Instant Articles
3. Overcounted views with Branded organic posts (double counting repeat visitors)
4. Overstated website and app referrals
5. Video Through Rate (VTR) under-reported
6. Under-reported Facebook reactions to Live video content
7. Mobile search miscalculations
!
All of the above was uncovered in Q4 of 2016. But still, there’s another 213* other metrics by which Facebook can be
measured, so that must be all fine. !
*Facebook has 220 metrics that it shares with brands measure effectiveness - and people say ROI is difficult
76. #OgilvyTrends2017
Facebook knows this is unacceptable
Brownie points for coming clean, Facebook (although you have to wonder exactly how
much additional money it made in regards to the miscalculation of viewing times for TWO
WHOLE YEARS), very admirable. !
However, to convince media buyers that there’s genuine gold left in them hills, in 2017
Facebook will have to give itself up to objective third-party measurement and
verification of its numbers. !
Especially if there’s a lingering issue about how it measures - something that its
competitors must be acutely aware of. !
Combine the above with the ongoing political battle (and more*) with all things post-truth
and/or fake news, you can see why Facebook could be at best, accused of not playing by
the rules and worst, marking its own homework to put itself in a better light. !
At the moment, Facebook is not down with letting anyone behind the curtain - and that’s
the definition of the problem right there. !
*Zuckerberg said Facebook didn’t (and couldn’t) influence the 2016 US election. All that ad space we buy in the newsfeed though, that works. 100%.
78. #OgilvyTrends2017
Measurement, Measurement, Measurement!
IGNORE the 220-odd measurements that Facebook offer you and revert to your original toolset. Be that brand-tracking,
lead generation, or brand awareness. Don’t just hit post on a meme and come back in a week and count the likes and
shares just to see… what? !
Exactly. !
Instead, focus on the metrics that matter to your brand or business or agency. !
This is such an easy one but we’ve seen it time and time again: brand marketers get so caught up in the like-chasing that
they don’t stop to realise what impact (if any) the endless meat-grinder of the Facebook news feed actually has on the
day to day business. !
And that is a troublesome road. For all involved. !
If you do that, we’ll keep banging the drum for Facebook, and the other main social platforms for that matter, to open
themselves up for true external and objective auditing. !
Wouldn’t that be nice? !
81. #OgilvyTrends2017
The Best Bonus of All
For the past few years, we’ve ended with a few thoughts that
we didn’t quite have the time, data or energy to land.!
To be honest, 2016 took it out of us. The madness of Brexit
and Trump was a constant sap on emotional and mental
energy. So there weren’t going to be any noodles this year.
We just hadn’t come up with any.!
But on December 10th, just as we were putting the finishing
touches on this report, James welcomed his new daughter,
Bobbie, into the world. !
Reckoning that there was no possibility of identifying a better
bonus noodle than that, Marshall elected just to call it a day,
and send some cigars, FAO Mr. Whatley, by express courier.!
Oh, and to say a massive congratulations to his friend and
co-author.!
82. #OgilvyTrends2017
That’s all folks.
Got questions? Send them our way:
marshall.manson@ogilvy.com/ @marshallmanson
james.whatley@ogilvy.com / @whatleydude
Key Digital Trends for 2017
By Marshall Manson & James Whatley
#OgilvyTrends2017