SlideShare a Scribd company logo

Top 10 Marketing Trends For 2015

Adobe
Adobe

The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it won’t be without its challenges—from ad blockers and hackers to health nuts and political zanies. What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.

1 of 11
Download to read offline
Slide Show:
CMO.com’s Top 10
Marketing Trends For 2016
The image part with relationship ID rId2 was not found in the file.
The image part with relationship ID rId4 was not found in the file.
1. Programmatic 3.0
The first version of automated media buying was a clearance rack
for digital inventory that matured to focus on parsing reams of
data to target digital media. The newest version extends the
practice to traditional media.
“With new technologies being introduced constantly, there will be
more innovation and, therefore, more opportunity going forward,”
said Doug Ray, Carat's U.S. CEO and global president.
Time Inc., for example, extended programmatic buying into print
in the U.S., while Dentsu Aegis Network began buying ads
programmatically from the video-on-demand inventory of U.K.
broadcaster Channel 4.
Expect the trend to continue in 2016. “There’s still plenty of room
for growth, especially with video, mobile, social, and native-like
advertising becoming more automated,” said Jamie Fishler, VP of
marketing at Magnetic.
“Are you kidding me? I’m still explaining the concept to some
marketing leaders,” added Paul Gunning, CEO of DDB Chicago.
“This capability has decades of room to run. We haven’t even
touched TV in any meaningful way.”
The image part with relationship ID rId3 was not found in the file.
2. Millennials, You’re Not That Special
After years of obsessing over the post-Gen X demographic,
researchers are beginning to challenge the conventional wisdom
about Millennials.
A study from Forrester, for example, found Millennials’ mobile
engagement habits are about the same as their parents. Another
study, from The Economist Group, challenged the so-called
“Millennial Mirage” regarding their attitudes. And Carat’s Ray
noted the agency’s study on “The Millennial Disconnect” showed
“only 42% of the 85 million U.S. Millennials reflect the stereotypes
and generalities discussed by the more than 43,000 articles
published in 2015 alone.”
Brands will begin to adapt in 2016, especially as the now 30-
something Millennials age.
“Marketers need to make a good impression, but it’s time to ditch
the standard playbook,” said Eric Kneler, executive director,
strategy at Meredith Xcelerated Marketing. “It is clear that this
audience is apt to a new way of talking about old products.”
The image part with relationship ID rId4 was not found in the file.
3. Hello, Gen Z
Just as the Millennial obsession settles, marketers have found a
younger cohort to fixate on: Generation Z.
“Gen Z may be young, but with the new tools at their disposal and
their shifting values, they are at the forefront of changing culture,”
said Margot Nason, managing editor of Deep Focus’ Cassandra
Report. “Businesses should be wooing them now for their dollars
and their influence.”
Differentiating Gen Z from their Millennial predecessors will be a
tough job, but some traits are emerging.
“This will be the year we all realize that everything we thought we
knew about how teenagers use mobile is completely wrong, as
younger folks continue to jump from platform to platform to get
away from their parents, trolls, and desperate marketers,” said
John Caruso, partner at MCD Partners.
“While Gen Z has never encountered life in a ‘smartphoneless’
world, they will be the ones who will start to value interpersonal
interactions the most,” added Brandon Murphy, EVP, chief strategy
officer, at 22squared. “In response, more brands will have to tailor
their communications to resonate in a more targeted manner.”
The image part with relationship ID rId3 was not found in the file.
4. The New Radio?
Just as streaming video is considered the new TV and websites the
new magazines, podcasts are breathing new life to audio
programming. (Even CMO.com has a podcast show.)
The success of programs, such as NPR’s true-crime story “Serial”—
the most downloaded podcast on iTunes—and Marc Maron’s
“WTF” talk show, show an audio podcast can not only draw loyal
audiences but also appeal to sponsors. “I’m not saying we sold
out, but we made compromises” to monetize the podcast, Maron
said at November’s Ad:Tech New York conference.
Gimlet Media, a startup launched by former NPR staffers to create
for-profit podcasts, celebrated its first anniversary in 2015, as
established media companies, including Slate and Buzzfeed,
jumped in. NPR icon Ira Glass even turned up at the Cannes
Advertising Festival and Advertising Week New York to crack
jokes about running radio spots for MailChimp, a “Serial” sponsor.
After the success of “Serial’s” first season, music-streaming service
Pandora stepped in to pick up the second season, with the backing
of many large advertisers. As more streaming services jump into
the fray, expect monetization to follow.
The image part with relationship ID rId4 was not found in the file.
5. Publishers Try To Block The Ad Blockers
Ad blocking became big news with the release of the new
iPhone and its OS upgrade, which allowed for installing ad-
blocking software. Web publishers, livid at the possibilities of lost
revenue, began striking back. The Washington Post was among
the first to demand users switch off ad blockers in order to reach
its content, and Yahoo Mail is one of the latest and largest
service providers to do the same.
“Publishers will emerge from their defensive crouches in 2016
and demonstrate newfound strength in resisting the tide of ad
blocking,” said Dave Zinman, COO of programmatic platform
RadiumOne. “Expect to see publishers begin to flex their
muscles in 2016 and end the free pass that those who install ad
blockers are receiving.”
But consumers will strike back, too. Users are already embracing
a la carte content, including ad-free “freemium” services. The
odds don’t look good for the blocker-blockers.
“Digital advertising is dead. Ad blocking is here to stay,”
TapInfluence’s Cameron said. “The new approach will require
meaningful consumer-oriented content.”

Recommended

10 Marketing Trends To Watch Through The End Of 2016
10 Marketing Trends To Watch Through The End Of 201610 Marketing Trends To Watch Through The End Of 2016
10 Marketing Trends To Watch Through The End Of 2016Adobe
 
What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019Ogilvy Consulting
 
The Revolution Will Not Be Televised
The Revolution Will Not Be TelevisedThe Revolution Will Not Be Televised
The Revolution Will Not Be Televisedfoundationcap
 
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Adobe
 
Top Social Media Trends for 2017
Top Social Media Trends for 2017Top Social Media Trends for 2017
Top Social Media Trends for 2017Access Emanate
 
The future of Technology in Communication
The future of Technology in CommunicationThe future of Technology in Communication
The future of Technology in CommunicationMiriam Hernandez
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case StudiesHappy Marketer
 

More Related Content

What's hot

How Word of Mouth Marketing is Transforming Brand Storytelling
How Word of Mouth Marketing is Transforming Brand StorytellingHow Word of Mouth Marketing is Transforming Brand Storytelling
How Word of Mouth Marketing is Transforming Brand Storytellingfoundationcap
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020Ogilvy Consulting
 
Digital marketing trends: Top consumer trends and new Brand Engagement Rules
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Digital marketing trends: Top consumer trends and new Brand Engagement Rules
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
 
Isobar Canada 2019 Trends
Isobar Canada 2019 TrendsIsobar Canada 2019 Trends
Isobar Canada 2019 TrendsKate Dobrucki
 
Sd Metro 2022 Media Kit
Sd Metro 2022 Media KitSd Metro 2022 Media Kit
Sd Metro 2022 Media KitEnterTalkMedia
 
Dentsu Aegis Network - Quarterly on content marketing
Dentsu Aegis Network - Quarterly on content marketingDentsu Aegis Network - Quarterly on content marketing
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
 
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 20205 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
 
Digital marketing trends 2022
Digital marketing trends 2022Digital marketing trends 2022
Digital marketing trends 2022Amulya Gautam
 
An Inside Look at Venture for Startups
An Inside Look at Venture for StartupsAn Inside Look at Venture for Startups
An Inside Look at Venture for Startupsfoundationcap
 
20 most innovative companies in Fintech Industry
20 most innovative companies  in Fintech Industry20 most innovative companies  in Fintech Industry
20 most innovative companies in Fintech IndustrySumit Roy
 
State of marketing leadership 2015
State of marketing leadership 2015State of marketing leadership 2015
State of marketing leadership 2015Prayukth K V
 
50 Most Influential Content Marketers
50 Most Influential Content Marketers50 Most Influential Content Marketers
50 Most Influential Content MarketersNewsCred
 
Webinar: 2020 Social Media Trends
Webinar: 2020 Social Media TrendsWebinar: 2020 Social Media Trends
Webinar: 2020 Social Media TrendsFalcon.io
 
Social media essentials for 2021
Social media essentials for 2021Social media essentials for 2021
Social media essentials for 2021Ioana Barbu
 
Beyond First Base - Foundations for Excellence, Martin Hill-Wilson
Beyond First Base - Foundations for Excellence, Martin Hill-WilsonBeyond First Base - Foundations for Excellence, Martin Hill-Wilson
Beyond First Base - Foundations for Excellence, Martin Hill-WilsonOur Social Times
 
Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...
Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...
Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...Hugues Rey
 
Getting Digital Marketing Right
Getting Digital Marketing RightGetting Digital Marketing Right
Getting Digital Marketing RightKatie Lawton
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategyhassel16
 

What's hot (20)

How Word of Mouth Marketing is Transforming Brand Storytelling
How Word of Mouth Marketing is Transforming Brand StorytellingHow Word of Mouth Marketing is Transforming Brand Storytelling
How Word of Mouth Marketing is Transforming Brand Storytelling
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
Digital marketing trends: Top consumer trends and new Brand Engagement Rules
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Digital marketing trends: Top consumer trends and new Brand Engagement Rules
Digital marketing trends: Top consumer trends and new Brand Engagement Rules
 
Isobar Canada 2019 Trends
Isobar Canada 2019 TrendsIsobar Canada 2019 Trends
Isobar Canada 2019 Trends
 
Sd Metro 2022 Media Kit
Sd Metro 2022 Media KitSd Metro 2022 Media Kit
Sd Metro 2022 Media Kit
 
Dentsu Aegis Network - Quarterly on content marketing
Dentsu Aegis Network - Quarterly on content marketingDentsu Aegis Network - Quarterly on content marketing
Dentsu Aegis Network - Quarterly on content marketing
 
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 20205 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
 
Marketing Trends 2016
Marketing Trends 2016Marketing Trends 2016
Marketing Trends 2016
 
Digital marketing trends 2022
Digital marketing trends 2022Digital marketing trends 2022
Digital marketing trends 2022
 
An Inside Look at Venture for Startups
An Inside Look at Venture for StartupsAn Inside Look at Venture for Startups
An Inside Look at Venture for Startups
 
20 most innovative companies in Fintech Industry
20 most innovative companies  in Fintech Industry20 most innovative companies  in Fintech Industry
20 most innovative companies in Fintech Industry
 
State of marketing leadership 2015
State of marketing leadership 2015State of marketing leadership 2015
State of marketing leadership 2015
 
50 Most Influential Content Marketers
50 Most Influential Content Marketers50 Most Influential Content Marketers
50 Most Influential Content Marketers
 
Webinar: 2020 Social Media Trends
Webinar: 2020 Social Media TrendsWebinar: 2020 Social Media Trends
Webinar: 2020 Social Media Trends
 
Social media essentials for 2021
Social media essentials for 2021Social media essentials for 2021
Social media essentials for 2021
 
Beyond First Base - Foundations for Excellence, Martin Hill-Wilson
Beyond First Base - Foundations for Excellence, Martin Hill-WilsonBeyond First Base - Foundations for Excellence, Martin Hill-Wilson
Beyond First Base - Foundations for Excellence, Martin Hill-Wilson
 
Facebook Creative 2021
Facebook Creative 2021Facebook Creative 2021
Facebook Creative 2021
 
Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...
Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...
Havas Village Belgium Brussels - Covid 19 Analysis effects on Communication 2...
 
Getting Digital Marketing Right
Getting Digital Marketing RightGetting Digital Marketing Right
Getting Digital Marketing Right
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategy
 

Viewers also liked

Marketing Slideshow
Marketing SlideshowMarketing Slideshow
Marketing SlideshowDoriam
 
How To (Really) Get Into Marketing
How To (Really) Get Into MarketingHow To (Really) Get Into Marketing
How To (Really) Get Into MarketingEd Fry
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersHubSpot
 
The Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingThe Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingVelocity Partners
 
Top 10 trends that will change the way we work in 2016
Top 10 trends that will change the way we work in 2016Top 10 trends that will change the way we work in 2016
Top 10 trends that will change the way we work in 2016MGL Infographic
 
The What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignThe What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignMotivate Design
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert Uberflip
 
Why Visual Content Works
Why Visual Content WorksWhy Visual Content Works
Why Visual Content WorksMatt Siltala
 
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of MarketingExperiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of MarketingThe Content Advisory
 
Secrets to building an actionable audience
Secrets to building an actionable audienceSecrets to building an actionable audience
Secrets to building an actionable audienceMark Schaefer
 
Psychology Hacks to Boost your Marketing
Psychology Hacks to Boost your MarketingPsychology Hacks to Boost your Marketing
Psychology Hacks to Boost your MarketingMoving Targets
 
Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.TED Talks
 
How To Suck at Marketing
How To Suck at MarketingHow To Suck at Marketing
How To Suck at MarketingHubSpot
 
How to Write, Test and Optimise Effective AdWords Ad Copies
How to Write, Test and Optimise Effective AdWords Ad CopiesHow to Write, Test and Optimise Effective AdWords Ad Copies
How to Write, Test and Optimise Effective AdWords Ad CopiesCrealytics
 

Viewers also liked (20)

Marketing Slideshow
Marketing SlideshowMarketing Slideshow
Marketing Slideshow
 
How To (Really) Get Into Marketing
How To (Really) Get Into MarketingHow To (Really) Get Into Marketing
How To (Really) Get Into Marketing
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
 
How Google Works
How Google WorksHow Google Works
How Google Works
 
The Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingThe Search for Meaning in B2B Marketing
The Search for Meaning in B2B Marketing
 
Top 10 trends that will change the way we work in 2016
Top 10 trends that will change the way we work in 2016Top 10 trends that will change the way we work in 2016
Top 10 trends that will change the way we work in 2016
 
You Suck At PowerPoint! by @jessedee
You Suck At PowerPoint! by @jessedeeYou Suck At PowerPoint! by @jessedee
You Suck At PowerPoint! by @jessedee
 
The What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignThe What If Technique presented by Motivate Design
The What If Technique presented by Motivate Design
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert
 
Why Visual Content Works
Why Visual Content WorksWhy Visual Content Works
Why Visual Content Works
 
DO GOOD (Better)
DO GOOD (Better)DO GOOD (Better)
DO GOOD (Better)
 
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of MarketingExperiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
 
Secrets to building an actionable audience
Secrets to building an actionable audienceSecrets to building an actionable audience
Secrets to building an actionable audience
 
no brand is your friend
no brand is your friendno brand is your friend
no brand is your friend
 
Psychology Hacks to Boost your Marketing
Psychology Hacks to Boost your MarketingPsychology Hacks to Boost your Marketing
Psychology Hacks to Boost your Marketing
 
Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.
 
How To Suck at Marketing
How To Suck at MarketingHow To Suck at Marketing
How To Suck at Marketing
 
How to Write, Test and Optimise Effective AdWords Ad Copies
How to Write, Test and Optimise Effective AdWords Ad CopiesHow to Write, Test and Optimise Effective AdWords Ad Copies
How to Write, Test and Optimise Effective AdWords Ad Copies
 
Get ready for Marketing 2020
Get ready for Marketing 2020Get ready for Marketing 2020
Get ready for Marketing 2020
 

Similar to Top 10 Marketing Trends For 2015

10 digital marketing trends to watch in 2016 and beyond
10 digital marketing trends to watch in 2016 and beyond10 digital marketing trends to watch in 2016 and beyond
10 digital marketing trends to watch in 2016 and beyondAlexandre Pallota
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
 
The Future of the Contact Center: Key Predictions for 2019
The Future of the Contact Center: Key Predictions for 2019The Future of the Contact Center: Key Predictions for 2019
The Future of the Contact Center: Key Predictions for 2019Calabrio
 
Carat @AWNY 2019 Wrap Up Report
Carat @AWNY 2019 Wrap Up ReportCarat @AWNY 2019 Wrap Up Report
Carat @AWNY 2019 Wrap Up ReportCarat USA
 
Digital Media Strategies 2013 - Full Report from TheMediaBriefing
Digital Media Strategies 2013 - Full Report from TheMediaBriefingDigital Media Strategies 2013 - Full Report from TheMediaBriefing
Digital Media Strategies 2013 - Full Report from TheMediaBriefingPatrick Smith
 
Eunimart product lead growth strategy
Eunimart product lead growth strategyEunimart product lead growth strategy
Eunimart product lead growth strategyAditya Bhattacharjee
 
2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle DigitalLucio Ribeiro
 
#1NWebinar: Top 15 for '16
#1NWebinar: Top 15 for '16#1NWebinar: Top 15 for '16
#1NWebinar: Top 15 for '16One North
 
iStart feature: All you need is love: A modern marketers's tech guide
iStart feature: All you need is love: A modern marketers's tech guideiStart feature: All you need is love: A modern marketers's tech guide
iStart feature: All you need is love: A modern marketers's tech guideHayden McCall
 
Digital Marketing Trends: 2018 Holiday Season - ClickZ/Kenshoo
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooDigital Marketing Trends: 2018 Holiday Season - ClickZ/Kenshoo
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
 
Social Media Trends 2020
Social Media Trends 2020Social Media Trends 2020
Social Media Trends 2020Harsha MV
 
The Income Access Team’s 2016 Marketing & Tech Trends
The Income Access Team’s 2016 Marketing & Tech TrendsThe Income Access Team’s 2016 Marketing & Tech Trends
The Income Access Team’s 2016 Marketing & Tech TrendsNicky Senyard
 
Neustar marketing fact pack 2019
Neustar marketing fact pack 2019Neustar marketing fact pack 2019
Neustar marketing fact pack 2019Mr Nyak
 

Similar to Top 10 Marketing Trends For 2015 (20)

10 digital marketing trends to watch in 2016 and beyond
10 digital marketing trends to watch in 2016 and beyond10 digital marketing trends to watch in 2016 and beyond
10 digital marketing trends to watch in 2016 and beyond
 
2016 Digital Trends
 2016 Digital Trends 2016 Digital Trends
2016 Digital Trends
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & Brands
 
The top 5 content marketing trends dominating 2016
The top 5 content marketing trends dominating 2016The top 5 content marketing trends dominating 2016
The top 5 content marketing trends dominating 2016
 
The Future of the Contact Center: Key Predictions for 2019
The Future of the Contact Center: Key Predictions for 2019The Future of the Contact Center: Key Predictions for 2019
The Future of the Contact Center: Key Predictions for 2019
 
Carat @AWNY 2019 Wrap Up Report
Carat @AWNY 2019 Wrap Up ReportCarat @AWNY 2019 Wrap Up Report
Carat @AWNY 2019 Wrap Up Report
 
Digital Media Strategies 2013 - Full Report from TheMediaBriefing
Digital Media Strategies 2013 - Full Report from TheMediaBriefingDigital Media Strategies 2013 - Full Report from TheMediaBriefing
Digital Media Strategies 2013 - Full Report from TheMediaBriefing
 
Marketing video games
Marketing video gamesMarketing video games
Marketing video games
 
Eunimart product lead growth strategy
Eunimart product lead growth strategyEunimart product lead growth strategy
Eunimart product lead growth strategy
 
Marketing Unbound_ES_V3b2 (1)
Marketing Unbound_ES_V3b2 (1)Marketing Unbound_ES_V3b2 (1)
Marketing Unbound_ES_V3b2 (1)
 
2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital
 
#1NWebinar: Top 15 for '16
#1NWebinar: Top 15 for '16#1NWebinar: Top 15 for '16
#1NWebinar: Top 15 for '16
 
iStart feature: All you need is love: A modern marketers's tech guide
iStart feature: All you need is love: A modern marketers's tech guideiStart feature: All you need is love: A modern marketers's tech guide
iStart feature: All you need is love: A modern marketers's tech guide
 
Digital Marketing Trends: 2018 Holiday Season - ClickZ/Kenshoo
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooDigital Marketing Trends: 2018 Holiday Season - ClickZ/Kenshoo
Digital Marketing Trends: 2018 Holiday Season - ClickZ/Kenshoo
 
Landor's T Wade Trends09 13 Dec08
Landor's T Wade Trends09 13 Dec08Landor's T Wade Trends09 13 Dec08
Landor's T Wade Trends09 13 Dec08
 
Biggest Digital Marketing Trends
Biggest Digital Marketing Trends Biggest Digital Marketing Trends
Biggest Digital Marketing Trends
 
Connecting with Content
Connecting with ContentConnecting with Content
Connecting with Content
 
Social Media Trends 2020
Social Media Trends 2020Social Media Trends 2020
Social Media Trends 2020
 
The Income Access Team’s 2016 Marketing & Tech Trends
The Income Access Team’s 2016 Marketing & Tech TrendsThe Income Access Team’s 2016 Marketing & Tech Trends
The Income Access Team’s 2016 Marketing & Tech Trends
 
Neustar marketing fact pack 2019
Neustar marketing fact pack 2019Neustar marketing fact pack 2019
Neustar marketing fact pack 2019
 

More from Adobe

Where I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse VoicesWhere I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse VoicesAdobe
 
Adobe Life Reflections
Adobe Life ReflectionsAdobe Life Reflections
Adobe Life ReflectionsAdobe
 
2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe Fellows2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe FellowsAdobe
 
Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020Adobe
 
The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship Adobe
 
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH StigmaAdobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH StigmaAdobe
 
Introducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe FellowsIntroducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe FellowsAdobe
 
Adobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and MarketersAdobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and MarketersAdobe
 
The Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationThe Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationAdobe
 
Sundance Ignite Fellows
Sundance Ignite FellowsSundance Ignite Fellows
Sundance Ignite FellowsAdobe
 
The Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudThe Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudAdobe
 
Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe
 
ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020Adobe
 
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterFive Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterAdobe
 
No Happy Holidays for Seasonal Employees
 No Happy Holidays for Seasonal Employees No Happy Holidays for Seasonal Employees
No Happy Holidays for Seasonal EmployeesAdobe
 
Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe
 
Adobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe
 
ADI -- Digital Divide 2019
ADI -- Digital Divide 2019ADI -- Digital Divide 2019
ADI -- Digital Divide 2019Adobe
 
AdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobe
 
Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe
 

More from Adobe (20)

Where I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse VoicesWhere I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse Voices
 
Adobe Life Reflections
Adobe Life ReflectionsAdobe Life Reflections
Adobe Life Reflections
 
2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe Fellows2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe Fellows
 
Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020
 
The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship
 
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH StigmaAdobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
 
Introducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe FellowsIntroducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe Fellows
 
Adobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and MarketersAdobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and Marketers
 
The Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationThe Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital Transformation
 
Sundance Ignite Fellows
Sundance Ignite FellowsSundance Ignite Fellows
Sundance Ignite Fellows
 
The Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudThe Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document Cloud
 
Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019
 
ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020
 
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterFive Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
 
No Happy Holidays for Seasonal Employees
 No Happy Holidays for Seasonal Employees No Happy Holidays for Seasonal Employees
No Happy Holidays for Seasonal Employees
 
Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019
 
Adobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping Predictions
 
ADI -- Digital Divide 2019
ADI -- Digital Divide 2019ADI -- Digital Divide 2019
ADI -- Digital Divide 2019
 
AdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking Insights
 
Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019
 

Recently uploaded

Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...BalmerLawrie
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSearch Engine Journal
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsSaurav Srivastava
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Typesparamanjegatheeswari
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffeeakshayytanwar123
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024medraradigitals
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion conceptsparamanjegatheeswari
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC FoundationAdriannaBednarz
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification CourseAdriannaBednarz
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxPeter Macinkovic
 

Recently uploaded (19)

Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated Prompts
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Types
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion concepts
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC Foundation
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification Course
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
 

Top 10 Marketing Trends For 2015

  • 1. Slide Show: CMO.com’s Top 10 Marketing Trends For 2016 The image part with relationship ID rId2 was not found in the file.
  • 2. The image part with relationship ID rId4 was not found in the file. 1. Programmatic 3.0 The first version of automated media buying was a clearance rack for digital inventory that matured to focus on parsing reams of data to target digital media. The newest version extends the practice to traditional media. “With new technologies being introduced constantly, there will be more innovation and, therefore, more opportunity going forward,” said Doug Ray, Carat's U.S. CEO and global president. Time Inc., for example, extended programmatic buying into print in the U.S., while Dentsu Aegis Network began buying ads programmatically from the video-on-demand inventory of U.K. broadcaster Channel 4. Expect the trend to continue in 2016. “There’s still plenty of room for growth, especially with video, mobile, social, and native-like advertising becoming more automated,” said Jamie Fishler, VP of marketing at Magnetic. “Are you kidding me? I’m still explaining the concept to some marketing leaders,” added Paul Gunning, CEO of DDB Chicago. “This capability has decades of room to run. We haven’t even touched TV in any meaningful way.”
  • 3. The image part with relationship ID rId3 was not found in the file. 2. Millennials, You’re Not That Special After years of obsessing over the post-Gen X demographic, researchers are beginning to challenge the conventional wisdom about Millennials. A study from Forrester, for example, found Millennials’ mobile engagement habits are about the same as their parents. Another study, from The Economist Group, challenged the so-called “Millennial Mirage” regarding their attitudes. And Carat’s Ray noted the agency’s study on “The Millennial Disconnect” showed “only 42% of the 85 million U.S. Millennials reflect the stereotypes and generalities discussed by the more than 43,000 articles published in 2015 alone.” Brands will begin to adapt in 2016, especially as the now 30- something Millennials age. “Marketers need to make a good impression, but it’s time to ditch the standard playbook,” said Eric Kneler, executive director, strategy at Meredith Xcelerated Marketing. “It is clear that this audience is apt to a new way of talking about old products.”
  • 4. The image part with relationship ID rId4 was not found in the file. 3. Hello, Gen Z Just as the Millennial obsession settles, marketers have found a younger cohort to fixate on: Generation Z. “Gen Z may be young, but with the new tools at their disposal and their shifting values, they are at the forefront of changing culture,” said Margot Nason, managing editor of Deep Focus’ Cassandra Report. “Businesses should be wooing them now for their dollars and their influence.” Differentiating Gen Z from their Millennial predecessors will be a tough job, but some traits are emerging. “This will be the year we all realize that everything we thought we knew about how teenagers use mobile is completely wrong, as younger folks continue to jump from platform to platform to get away from their parents, trolls, and desperate marketers,” said John Caruso, partner at MCD Partners. “While Gen Z has never encountered life in a ‘smartphoneless’ world, they will be the ones who will start to value interpersonal interactions the most,” added Brandon Murphy, EVP, chief strategy officer, at 22squared. “In response, more brands will have to tailor their communications to resonate in a more targeted manner.”
  • 5. The image part with relationship ID rId3 was not found in the file. 4. The New Radio? Just as streaming video is considered the new TV and websites the new magazines, podcasts are breathing new life to audio programming. (Even CMO.com has a podcast show.) The success of programs, such as NPR’s true-crime story “Serial”— the most downloaded podcast on iTunes—and Marc Maron’s “WTF” talk show, show an audio podcast can not only draw loyal audiences but also appeal to sponsors. “I’m not saying we sold out, but we made compromises” to monetize the podcast, Maron said at November’s Ad:Tech New York conference. Gimlet Media, a startup launched by former NPR staffers to create for-profit podcasts, celebrated its first anniversary in 2015, as established media companies, including Slate and Buzzfeed, jumped in. NPR icon Ira Glass even turned up at the Cannes Advertising Festival and Advertising Week New York to crack jokes about running radio spots for MailChimp, a “Serial” sponsor. After the success of “Serial’s” first season, music-streaming service Pandora stepped in to pick up the second season, with the backing of many large advertisers. As more streaming services jump into the fray, expect monetization to follow.
  • 6. The image part with relationship ID rId4 was not found in the file. 5. Publishers Try To Block The Ad Blockers Ad blocking became big news with the release of the new iPhone and its OS upgrade, which allowed for installing ad- blocking software. Web publishers, livid at the possibilities of lost revenue, began striking back. The Washington Post was among the first to demand users switch off ad blockers in order to reach its content, and Yahoo Mail is one of the latest and largest service providers to do the same. “Publishers will emerge from their defensive crouches in 2016 and demonstrate newfound strength in resisting the tide of ad blocking,” said Dave Zinman, COO of programmatic platform RadiumOne. “Expect to see publishers begin to flex their muscles in 2016 and end the free pass that those who install ad blockers are receiving.” But consumers will strike back, too. Users are already embracing a la carte content, including ad-free “freemium” services. The odds don’t look good for the blocker-blockers. “Digital advertising is dead. Ad blocking is here to stay,” TapInfluence’s Cameron said. “The new approach will require meaningful consumer-oriented content.”
  • 7. The image part with relationship ID rId4 was not found in the file. 6. Think Global, Act Local—Please As more marketers deal with the global economy through a focus on “brand DNA,” the battles between headquarters and local marketing teams will become more pitched. Brands need to maintain control of their global messages for governance purposes, but they are faced with challenger brands that take advantage of unique local demands, said Matt Roche, CEO of Extole. Relevance will be more important than ever, added Matthew Wellschlager, VP of marketing at Ceros. “Brands that allow local teams to be truly local in their strategy will win,” he said. It’s in that process that in-house battles will be fought next year. Many global CMOs say local and regional teams are loath to adapt a global brand positioning because they fear reducing their influence. “Success on the global level comes down to agility and control,” said Alicianne Rand, VP of marketing at NewsCred. Marketers have a growing challenge of streamlining their messages to be consistent and relevant globally. In 2016 they will have to leverage technology to create content at scale and collaborate to execute globally, while still giving the local teams ownership of their efforts, she said.
  • 8. The image part with relationship ID rId4 was not found in the file. 7. Talent In The House As brands seek to expand their real-time efforts, they will bring marketing talent in-house and raid agencies to do so. “Agencies will continue to lose great talent as it goes in-house for more money, better control, and an opportunity to work on more meaningful efforts, as more brands are turning to authenticity and defining their company mission to woo top talent,” said Jim Cuene, president of GoKart Labs. But this will not put an end to the talent crisis in 2016. “Winning the talent battles—especially when it comes to Millennials and future generations—will continue to be a true concern,” said Ryan Stoner, strategy director at Publicis Seattle. With the continued focus on data-driven marketing, many industry observers said agencies and marketers may be dropping the ball on the care and feeding of creative staff, which could set the stage for the next crisis. “We’ve seen the emergence of a new data-driven CMO, and it has me worried that the CMO of tomorrow will be focused only on the data, not the storytelling,” said Ben Plomion, SVP of marketing at GumGum.
  • 9. The image part with relationship ID rId4 was not found in the file. 8. Brands In The Flesh The comeback of brick and mortar is an evergreen trend. But while consumers won’t stop shopping online, experience marketing “in the real world” will take on added priority in 2016—often thanks to an assist from mobile and digital devices. Immersive, sensory user experiences will be a brand differentiator next year. Indeed, “multisensory brands” will be part of the developments for 2016, according to Landor Associates. Landor’s 2016 forecast also predicts that brands will place more emphasis on training employees to be brand ambassadors and will continue turning packaging into part of the brand story. “2016 will be the year of customer experience, but only because marketing, merchandising, and operations will finally come together to provide a contiguous experience to all customers,” added Matt Roche, CEO of Extole. Additionally, the growth of affordable virtual-reality devices will add a high-tech spin to the experience, bringing car test-drives and hotel and real-estate property tours into consumers’ homes. “VR is to video what video was to images. It’s immersive and highly engaging,” said Jordan Gray, Organic’s manager of creative labs.
  • 10. The image part with relationship ID rId4 was not found in the file. 9. Health Kick Expect more brands to work health into their brand positioning in 2016. “Americans will increasingly embrace a combination of analog and digital strategies in their quest for health and well- being,” said Liz Aviles, VP of marketing intelligence at Upshot. The combination of new wearable technologies and attitudes is putting health and fitness at the forefront of marketing. Industry observers note food is quickly becoming a mode of self- expression for consumers, and “organic,” “natural,” and “sustainable” labels are increasingly becoming table stakes for all kinds of products. It’s a way to humanize a brand, 22squared’s Murphy said: “We’ve already seen it with Nestle taking artificial ingredients out of their products, CVS banning cigarettes, etc. Marketers are discovering that this is a powerful way to win over Millennials, instead of surface-level marketing stunts.” “Every brand will need to find a marketing solution to align with and support the concept of wellness, body mind, and soul,” Cassandra’s Nason added.
  • 11. The image part with relationship ID rId4 was not found in the file. 10. How Much For My Data? The tug of war over data and privacy is another evergreen trend. But ad blockers and the Internet of Things will give it additional fuel in 2016, and consumers may get the upper hand. The walled gardens of data will start to show some cracks, said Dave Zinman, COO of RadiumOne. Platforms such as Google, Facebook, and AOL spent 2015 consolidating and attempting to leverage proprietary consumer data to differentiate their advertising offerings, he explained. But that strategy will prove to be flawed in 2016. “The number of IoT devices will dwarf that of smartphones and computers. Good luck building a walled garden when the rest of the world is flowering with insightful consumer data,” Zinman said. The insight might get blunted still if consumers continue to adopt ad blockers. Marketers may have to step up their game, perhaps offering rewards that go beyond a better user experience. “We’ll see new systems in place that put people in control of their own personal information,” said Rye Clifton, experience director at GSD&M. “Imagine trading demographics for discounts: The more you share, the more you save.”