Main trends of digital communication, in fashion & lifestyle, eyewear and other markets…

1. 10 Digital Trends for 2016
Carlo Biggi
February 2016

2. Agenda
10 Digital Trends for 2016 2
Our task
In 180 Minutes, we will discover and discuss some main trends of digital communication,
in fashion & lifestyle, eyewear and other markets…
10 TRENDS FOR
2016
Reading the crystal ball: 10 things that
(perhaps) are going to happen, or to
become really important, in social media
and digital communication
VERY BIG vs VERY
SMALL
Tiny products and brands,
huge shop windows: things you should consider,
before opening an e-commerce,
or any other business online
DIGITAL GOES
LOCAL
The power of maps: people around the
world, searching for big brands, in little
shops next door
SALES 2.0
Cold calling is dead: thanks to LinkedIn, and
a lot of other social selling techniques, for
salespersons and sales organizations

3. 10 Digital Trends for 2016 3
What is
«SEO»?
Just for focusing our discussion…

4. 10 Digital Trends for 2016 4
SEO = Search Engine Optimization

5. 10 Digital Trends for 2016 5
Which of these two
FB pages is better? Why?
LIKES: 3.374.048
LIKES 1.313.666

6. Which is better?
10 Digital Trends for 2016 6
Oakley = 19,41 % talking about Carrera = 0,17 % talking about

7. 10 Digital Trends for 2016 7
10 TRENDS FOR 2016
Reading the crystal ball: 10 things that
(perhaps) are going to happen, or to
become really important, in social media
and digital communication
VERY BIG vs VERY SMALL
Tiny products and brands,
huge shop windows: things you should consider,
before opening an e-commerce,
or any other business online
DIGITAL GOES LOCAL
The power of maps: people around the
world, searching for big brands, in little
shops next door
SALES 2.0
Cold calling is dead: thanks to LinkedIn, and a
lot of other social selling techniques, for
salespersons and sales organizations

8. 1. Free media do not exist…
10 Digital Trends for 2016 8
Owned
Earned
Paid
Affiliation
networks
Price
compare
Mobile
adv
Display
adv
Keyword
adv
Social
media
adv
Mobile
site
Company
website
Corporate
blog
Corporate
profiles
Mobile
app
Youtube
Twitter
LinkedIn
Pinterest
Facebook
Instagram
Whatsapp

9. 1. Free media do not exist…
10 Digital Trends for 2016 9
OwnedMobile
site
Company
website
Corporate
blog
Corporate
profiles
Mobile
app
Affiliation
networks
Price
compare
Mobile
adv
Display
adv
Keyword
adv
Social
media
adv
Youtube
Twitter
LinkedIn
Pinterest
Facebook
Whatsapp
Instagram
Earned
Paid

10. 10 Digital Trends for 2016 10
2. Very Big VS Very Small (to be continued)
Keywords in Google searches
SKUs in a huge online shop
Huge shops vs small shops
Huge networks vs small forums
…

11. 10 Digital Trends for 2016 11
3. Sales 2.0 (to be continued)

12. 10 Digital Trends for 2016 12
4. Quality and not Quantity

13. 10 Digital Trends for 2016 13
5. Differentiated content strategy

14. 10 Digital Trends for 2016 14
6. Cross-channel marketing
Site & ecommerce
Fan Page & co
Store
ADV
Sponsorship
Testimonial
Press ADV

15. 10 Digital Trends for 2016 15
7. Falling in love with email, again

16. 10 Digital Trends for 2016 16
8. Analytics gets serious for Companies

17. 10 Digital Trends for 2016 17
9. Mobile takes over the world

18. 10 Digital Trends for 2016 18
10. Digital goes local (to be continued)

19. 10 Digital Trends for 2016 19
10 TRENDS FOR 2016
Reading the crystal ball: 10 things that
(perhaps) are going to happen, or to
become really important, in social media
and digital communication
VERY BIG vs VERY SMALL
Tiny products and brands,
huge shop windows: things you should consider,
before opening an e-commerce,
or any other business online
DIGITAL GOES LOCAL
The power of maps: people around the
world, searching for big brands, in little
shops next door
SALES 2.0
Cold calling is dead: thanks to LinkedIn, and a
lot of other social selling techniques, for
salespersons and sales organizations

20. 10 Digital Trends for 2016 20
2. Very Big VS Very Small
Keywords in Google searches
SKUs in a huge online shop
Huge shops vs small shops
Huge networks vs small forums
…

21. 2. Very Big VS Very Small
10 Digital Trends for 2016 21
Big
Small

22. Very Big VS Very Small
10 Digital Trends for 2016 22

23. 10 Digital Trends for 2016 23
Very Big VS Very Small

24. 10 Digital Trends for 2016 24
Very Big VS Very Small

25. 10 Digital Trends for 2016 25
10 TRENDS FOR 2016
Reading the crystal ball: 10 things that
(perhaps) are going to happen, or to
become really important, in social media
and digital communication
VERY BIG vs VERY SMALL
Tiny products and brands,
huge shop windows: things you should consider,
before opening an e-commerce,
or any other business online
DIGITAL GOES LOCAL
The power of maps: people around the
world, searching for big brands, in little
shops next door
SALES 2.0
Cold calling is dead: thanks to LinkedIn, and a
lot of other social selling techniques, for
salespersons and sales organizations

26. 10 Digital Trends for 2016 26
My friend Giovanni
 On LinkedIn since July 2013
 Connections = 1200 (February 2016),
most part orthodontists
In Italy extimated orthodontists = 4000
⅓ of local market

27. 10 Digital Trends for 2016 27
Not only LinkedIn

28. 1) Meeting with the customer
10 Digital Trends for 2016 28
CUSTOMER
ME
COMPETITORSMY
BRANDS

29. 2) After 3 months
10 Digital Trends for 2016 29
CUSTOMER
ME
COMPETITORSMY
BRANDS

30. 2) After 3 months, with Sales 2.0 actions
10 Digital Trends for 2016 30
CUSTOMER
COMPETITORSMY
BRANDS
ME
> presence, pressure, frequence of contact

31. 10 Digital Trends for 2016 31
10 TRENDS FOR 2016
Reading the crystal ball: 15 things that
(perhaps) are going to happen, or to
become really important, in social media
and digital communication
VERY BIG vs VERY SMALL
Tiny products and brands,
huge shop windows: things you should consider,
before opening an e-commerce,
or any other business online
DIGITAL GOES LOCAL
The power of maps: people around the
world, searching for big brands, in little
shops next door
SALES 2.0
Cold calling is dead: thanks to LinkedIn, and a
lot of other social selling techniques, for
salespersons and sales organizations

32. 10 Digital Trends for 2016 32
10. Digital goes local

33. 10 Digital Trends for 2016 33
10. Digital goes local

34. 10 Digital Trends for 2016 34
digital goes local
=
helping trade selling your brands

35. 10 Digital Trends for 2016 35
Thank you!

36. February 2016
Digital Academy
Via Durini 26
20122 Milano
T +39.02.91768779
digitalacademy.it