Digital trends (not fads) for 2016

1. WHAT
MATTERS
NOW

2. WHAT MATTERS NOW
THE MOST IMPORTANT TRENDS IMPACTING
YOUR BUSINESS TODAY
Josh Amer
Strategist at DYNAMIT
@jdamer

3. WHAT
IS A
TREND?

4. TRENDS V. FADS

5. A FAD IS POPULAR BECAUSE IT'S POPULAR. A
FAD GIVES US MOMENTARY JOY.
A TREND GAINS POWER OVER TIME, BECAUSE
IT'S NOT MERELY PART OF A MOMENT, IT'S A
TOOL, A CONNECTOR THAT WILL BECOME
MORE VALUABLE AS OTHER PEOPLE COMMIT
TO ENGAGING IN IT.
- SETH GODIN

6. TRENDS V. FADS
Fads are the result of excitement over
something new.
Trends result from real shifts in the user bases,
technologies, or the business environment.
We take advantage of trends by anticipating
the needs of a changing user base.

7. WE CONFUSE THESE
ALL THE TIME

8. “IT’S VERY
ON-TREND!”

9. Source: hongkiat.com

10. Source: medium.com

11. FAD
TREND
SHIFT

12. WHAT ARE THESE
“MOST IMPORTANT
TRENDS?”

13. USER BASE SHIFTS
TECHNOLOGY SHIFTS
BUSINESS CLIMATE SHIFTS

14. USER SHIFT
MILLENNIALS

15. FREAKIN’ MILLENNIALS
$200B IN ANNUAL BUYING POWER
1980-2005… OR NOT
GROWING UP WITH TECH

16. EARLY
MILLENNIALS
LATER
MILLENNIALS
Barely digital natives
Some tech most of their lives
Early adopters of the web
Have always had Google
And Facebook
And never went through the
PC / MSFT domination era

17. IT’S NOT ABOUT AGE
IT’S ABOUT CHANGING
EXPECTATIONS AND BEHAVIORS

18. WHAT DOES THAT MEAN?
HEIGHTENED EXPECTATIONS
DEMAND FOR CONNECTIVITY

19. NOW,
NOWER,
NOWEST

20. COMPONENTIZE
ALL THE THINGS
Everything consistent!
Don’t make me think!
BYOD

21. Source: bradfrost.com

22. Source: sheetz.com

23. SEPARATION OF
FORM AND FUNCTION
Again…
RSS readers did this
Content is again being stripped from its native
form
Now functions are too

24. Source: apple.com

25. Source: medium.com

26. Source: linkedin.com

27. Source: twitter.com

28. Source: fb.com

29. ANTICIPATORY
DESIGN
Personalization amplified
No longer waiting on users to come to us
Pushing relevant information based on time,
place, or action

30. Source: google.com

31. Source: hbr.org

32. HELP, MY
BOSS IS A
MILLENNIAL!

33. DIGITAL TRANSFORMATION
PWC — 80% of its workforce to be made of millennials as
early as 2016!
Increased demand of software and devices that work
seamlessly
Marketing has a role

34. Source: bradfrost.com

35. PERFORMANCE
MATTERS

36. PERFORMANCE FROM
THE START
40% of users abandon a site after 2 seconds
Sites are being asked to do a whole lot more
As marketers, we must demand more from agencies and developers… but
we also have to set limits internally
Meet your dev team half way
Create a performance budget

37. FADS:
SPAS + AMP
SPAs - Single Page Applications
AMP - Accelerated Mobile Pages

39. Source: amproject.org

40. MILLENNIALS
IN REVIEW…
Millennials are now a huge part of the workforce and consumer base
Millennials have high expectations
Experiences should be simple and intuitive across an ecosystem
Content and actions should be available where they are
Tools at work are going to get much better
Everything should be fast

41. TECH SHIFT
IOT

42. WHERE’S
THE
SCREEN?

43. INTERFACELESS
DESIGN
Designing chat flows
Designing notifications
Designing interactions for physical locations

44. Source: forbes.com

45. Source: dominos.com

46. Source: apple.com

47. Source: thepointsguy.com

48. Source: amazon.com

49. BIZ SHIFT
ADA

50. EMPATHY +
EQUALITY

51. ADA
+ WCAG
The ADA slated for change in 2016
Even if it’s not, we have an obligation to serve disadvantaged users better
The WCAG provides the guidelines that keep you safe and your users
happy
Accessible websites benefit everyone

52. Source: target.com

53. PUT A BOW ON IT

54. 7 FADLESS
TRENDS FOR 2016
1. Componentize everything
2. Separate Content and Function from Form
3. Anticipatory Design
4. Digital Transformation at Work
5. Performance
6. Interfaceless Design
7. Accessibility

55. QUESTIONS?

56. THANK YOU