2016What will 2016
bring to us within
Pazarlamasyon, which was ﬁrst published in March 2011,
provides the latest and original information about marketing,
business and digital world to its followers.
I reserved my thoughts and next year’s predictions to digital.
Do you remember the era of microsites and Facebook applications whenever there is a new
launch? Huge companies make huge campaigns with huge cost of money and obtain huge
amount of prizes.
Did you realize there is no shadow of former campaigns?
Also I can ask a question, which digital campaign do you remember?
Please pay attention if your answer is “don’t remember”, I have few words.
The interaction, which brands were paying thousands of liras to make, could occur with a
simple tweet or creative microsite. Hence, perspective of brands to digital has been totally
Brands have learnt digital is numeric oriented business, not a social science. Number of
“likes” is not a metric, how many people affected from the content and how many of them
takes action is the main metric for brands from now on. Because of that evolution and
realization, Adwords budgets are increasing while microsites are about to be forgotten and
Facebook applications are history.
These changes have pointed a new world, where analytical brands dominate. The world
we will live in 2016 is going to be like that.
Let’s see how the brands will lead this world...
I wish 2016 will be a year with full of love and share.Founder
B r a n d s u n d e r s t o o d
digital. Now, next step is
deeply analyzing the
data and providing
Markalar dijitali anladı.
Şimdi veriyi iyi analiz
edip analitik çözümler
The communication chaos, which was created by competition and advertising pollution, has
started to make people tired. The result is there is so many ad blocker applications. Marketers
should be more consumer/customer oriented in 2016. Consumers are more aware about
picking the right content out of big data, but marketers should be more helpful to them. As a
result, we will not only see simpliﬁcation in ads, but also in content strategies. OmniChannel
strategy, which is smarter connector of different channels with customer oriented approach, will
be preferred in 2016 rather than MultiChannel strategy, which is overexpose with multi-channel
We have talked so much about analyzing and using Big Data in 2015. Unfortunately, many ﬁrms
could not understand the context yet. In this sense, marketing tools which provide deep analysis
and solutions of Big Data to take action for ﬁrms will be on the top of the marketing agenda.
Another 2016 trend is Video, which is both advertising and content platform, will be a more active
player in marketing world.
Hiring and integrating digital marketing professionals to marketing teams is a trend for almost
whole business, but 2015 was a year where some top management roles created in organizations
such as CDO (Chief Digital Ofﬁcer). In 2016, we will be a witness to more CDO positions will be
available in companies and hiring more professional digital guys to the positions. Execution of
digital change can occur only with clarifying the marketing strategy and implementing it to the
DNA of the company.
Strategic Marketing Speaker,
Trainer and Consultant
Execution of digital
change can occur only
with clarifying the
marketing strategy and
implementing it to the
DNA of the company.
W H O I S C H I E F D I G I T A L O F F I C E R ( C D O ) ?
CDO (Chief Digital Ofﬁcer) is the top manager who is direct
reports to CEO or General Managers and responsible for
every digital works and strategies of the company and also
experienced in many functions such as information
technologies, sales, marketing, strategy and business
• Here are CDO’s job descriptions:
• Mapping out the digital strategy of the company
• Tracking the digital strategy of the company
• Creating support systems to gather information for
general strategy and business development
• Clarifying the cloud system and integration
• Creating the system of business intelligence and
• Centralizing and developing whole digital actions
• Creating systems such as Big Data, data mining and
• Creating the infrastructure of customer management
Source: CDO Turkey, Gartner, InformationWeek
Number of Brands Understands the Big Data Will Increase
Brands were suffering make the Big Data more understandable and reliable way and use.
However, these days we can say that brands could make it more understandable. I can
predict the brands will carry the three-year old trend, making consumer more valuable, to
another step of evolution.
Internet of Things Is Coming To Change Your Life
I liken the Internet of Things to the social media of ten year ago. Although, the speed of
technology is making to see the future more blur, decreasing cost of production and ease to
reach to technology will bring us to an era to ﬁnd ourselves in the technology ocean. 2016
will be root for the technology and devices we cannot live without after 5 years.
Wearable Technologies Are More Than Just Technological Toys
We can say the wearable technologies are not babies, they become children. The market is
getting bigger via not only with the velocity of big companies such as Samsung and Apple,
but also the efforts of small and middle companies. Also these efforts are messenger of new
comer technologies in 2016. These technologies are more than toys for marketers to deeply
understand the consumer.
Evolution of Payment Systems Will Shape Many Sectors
As a result of these developments, payment systems will be reshaped within 5 years. With
decreasing need for cash and increasing technological penetration, also big companies
investments to this area are the key messengers for the evolution. I think we will see some
consequences of the investments in 2016.
Sherlock of Marketing
Consumers are acquiring
immunity to advertising
day by day and only way
to catch them is
well. 2016 will be the
year of brands which
Top 3 Digital Campaigns According to Pazarlamasyon
1 2 3
In the global oriented campaign
“Delightful Stories”, hundreds of “the
dreams coming true stories” has been
collected all around the world. Four of
them was selected and adopted into a
video format. These videos were
watched more than ten million times.
And, this leads us to the strategy of
“tell your story, not your brand”.
In the global oriented campaign “Delightful
Stories”, hundreds of “the dreams coming
true stories” has been collected all around
the world. Four of them was selected and
adopted into a video format. These videos
were watched more than ten million times.
And, this leads us to the strategy of “tell your
story, not your brand”.
While no brands use the data that
collect from their consumers,
Yemeksepeti has created a superior
preference campaign from the data
that can steer us with our past
preference of eating. This makes
Yemeksepeti is on the top of the list.
Fakat İyi Yedik
2016 Will Be the Year of Wearable Technologies
Wearable technologies and virtual reality devices, which were published in 2015, will occupy a
signiﬁcant role in 2016. We can say companies which want to be differentiated from competition in
terms of customer/consumer experience will put aside a signiﬁcant amount of the marketing
budget in 2016. In terms of experiential marketing, Virtual Reality (VR) will have a vital role next
4.5G Will Provide Many Opportunities
Internet of Things (IoT) is a growing trend which is told so much recently, but there is no use in
practical way yet since the insufﬁcient infrastructure in Turkey. After april 2016, we will be able to
use 4.5G infrastructure and this opportunity will provide new technologies come to the life. New
coming technologies such as Smart Home, Smart City, Smart Production (Industry 4.0) are giving
hope to us.
The ultra-speed of mobile data transfer of 4.5G technology will be a world-shaking news for video
oriented data consumption. While mobile video watching time is increasing, live broadcasting and
TV/cinema applications will have a new era. Next coming year’s basic need will be Content
Production in both wearable and mobile technologies. There is a big opportunity lying in front of
companies and agencies which can adapt itself to the coming changes easy.
Digital Change Will Affect Organizational Charts
The digital change era, we live in it, will have an effect on changing the organizational charts while
identifying how a work is done. In the change period, companies will have a huge need for
leaders and professionals, a.k.a CDO’s. Especially in the second half of 2015, CDO positions and
job description were discussed almost in every big company. I expect that 2016 will bring the new
appointments to CDO positions.Head of Enterprise Business
will occupy significant
place in marketing
W E A R A B L E S
What are the common functions of wearable technologies?
What is the common use for wearable technologies?
User focus will be more and more important
Brands will understand deeply the importance of creating user oriented contents to be
sustainable. Brands which focus on long term sustainability will have domination over brands
which focus on short term gain. The rules of game will continue to be written by consumers, and
also 2016 will be the year that we will that obviously.
Enhancing the consumer experience in little screens will be important
Firstly, I want to talk about the description of use mobile, laptop and tablet more in 2016. Talking
about the size of screen rather than the device will be more meaningful. Although brands which
want to understand the size of screen for each device will increase, the capable professionals
numbers will not increase at the same level.
That inadequacy will make the professionals who understand the correlation between consumer
experience and screen size unique and valuable. Brands will go towards to make more user test,
A/B test, mobile and web optimizations. With the help of increase number of brands which have
better service level in terms of consumer experience, new expectations will arise. Brands, cannot
serve better, will begin to lose.
Brands which can take right actions with right computation will be differentiated from
Not much, only 5 years ago, users were connecting to the internet with only one device. Today, it
became little bit more complicated. Within last three years, smart phone usage in Turkey has
been tripled. In 2012, only 14% of users had smart phone, but in 2015 the percent is 56%. With
the rise of smart phones and tablets, users have interaction with.
The biggest challenge in 2015 was evaluate the users with multiple screens; it will continue to be
the biggest issue in 2016. However, with the evolution of Analytics and other measurement tools,
brands will breathe a sigh of relief. User oriented measurement systems will rise.
Analytics & Conversion
We will be witness to
more loyalty programs
and efforts to involve
consumer to brand
contents. In that
manner, brands which
serve value to the
consumer will win while
others will lose.
1 2 3
Top 3 Online Video According to Pazarlamasyon
A signature campaign for
Özgecan with a remarkable
performance of Mert Fırat... It was
clear cut work of the year.
While you are giving a role to one, who
is “one of us”, both he teaches
something to consumers and it will all
relate to the brand. It was one of the
great works of the year.
While you are giving a role to one,
who is “one of us”, both he teaches
something to consumers and it will
all relate to the brand. It was one of
the great works of the year.
Mahmut Abi İle Halay
We will launch Brand Council (Association of Brand Consultants and Brand Managers) in the beginning
of 2016. We have already launched the association, but growing will take time till 2016.
If everything will work as we expect, we will talk about “brand” in public sector too. Independent to the
association, I assume that the brand concept and brand incentives will rise in public sector.
For instance, Turquality program will have more space in our agendas and it will provide acceleration to
our brands more. Possible consequences are;
• Branding will be on the top of the list.
• There will be consensus in public sector and government. It will be enlightenment.
• Municipalities will implement more accurate and qualitative branding programs.
• There will be more rational projects for development agencies.
In addition, my predictions for 2016 are;
• There will be branding works in agriculture. As a result, geographic pointing will have a
• It will be the year of middle size and/or local brands, while worldwide monsters are losing.
• Especially in the food and beverages industry, Turkish local brands will play to global sector.
• Especially BIM, Beko, LCWaikiki are rising stars. If there are surprise players, I won’t be
• Basketball will rise, football will fall in sports.
• There are more merge and acquisitions between traditional advertising agencies and digital
It will be the year of
middle size and/or local
brands, while worldwide
monsters are losing.
Quite honestly, we’ll see more of the same patterns we’ve seen in previous
predictions…new platforms, new ways to engage, new data sources and tools to
improve accuracy, metrics, frequency and reach. My prediction is more of a
clarion call for marketers to take a step back and learn more about the role
marketing can play in shaping the customer experience in every moment of truth.
There’s marketing as we know it (broadcasting, a lot of talking, shiny object
chasing, vanity metrics, etc.) and marketing as a form of engagement and
community building (listening, learning, context, culture, targeting, collaboration,
co-creation, etc). Brands don’t mean what they used to mean. They’re now
Customers need to be reminded why they should care about brands throughout
the journey and the lifecycle. That means more specific content that answers
questions and provides answers in the ways and networks they’re relevant and
needed. That means understanding people, interest graphs and behaviors/
preferences. That means conversations that yield mutually beneficial results. That
means social engagement and overall efforts that improve the experience and the
affinity in every relationship.
Anthropologist, Author of
X, The Experience When
Business Meets Design
Consumer experience is
a must for brands
Consumer experience will
outrival over product and
price in 2020 in the decision
OF C ON SUM ER
Consumer experience will
outrival over product and
price in 2020 in the decision
66% of B2B brands lose their
customers as a result of bad
experience in interaction
66% of B2B brands lose their
customers as a result of bad
experience in interaction
Source: McKinsey, Dimensional Research, CEI Survey
E X P E R I E N C E
The year 2015 started an era of live casting with the introduction of new
technology such as Periscope, Facebook Live and Blab.
2016 will take some of these live broadcasts to an entirely new level with the
introduction of live 360 degree broadcasts that will allow people to move their
mobile phones and experience the action as if they were actually present and
moving their heads.
In addition we'll see the wide scale adoption of cost effective virtual reality
devices that will enable fully immersive 3D experiences that are live. Much of
this will be enabled by low cost 360 cameras like the Ricoh Theta combined
with economical devices like Google Paper that transform the smart phones
everyone already owns into a virtual reality device. This represents an entirely
new opportunity for marketers to give factory tours and any other form in-
person experience the mind can imagine.
Social Media Examiner
We'll see the wide scale
adoption of cost
effective virtual reality
devices that will enable
fully immersive 3D
experiences that are live
360 Degree Live Video Experiences
On the contrary to traditional, digital trends and habits are changing very fast. 2016 will be
the year of content. Applications, such as .gif supports, 360 degree videos, Hyperlapse or
Meerkat, show us we ought to invest on content.
Interest on macro projects gave his place to micro projects. This shift will continue to minor
and special micro projects. As a result, many of digital agencies will shut down or become
narrow. Many of agencies capacities and culture are not ready for the change.
Year of Start-ups
While big agencies which have over 200 employees shutting down, global tools will rise.
The biggest role in the scene will be placed for marketing automatization systems. Mobile
marketing and programmatic is not players of the year. We will hear wearable technologies
and Internet of Things so much, but the market is not enough to make money yet. So, we
need to think the investments over them as middle term investments.
With developing Big Data, we will face with Relationship Marketing term. We can be
witness to an era of brand advocates have so many gifts. Of course, I mean real brand
advocates. The era of people who have million followers is over. We can see an increase in
Virtual Reality and marketing strategies in 2016. In 2015, the rising star was Instagram over
social media tools. With reaching the maturity level in Instagram, we will see Snapchat
wherever we look at.Managing Partner
2016 will be the year of
many agencies will
Cemil Hayri Durgun
We have face with experience economy in last years. Some brands has understood the
importance of it, some has not. As a result, the brands which understood could have a
chance to be differentiated from competition. In 2016, all brands will have to look at
themselves and their way of business and shift their attitudes towards their consumers.
Experience economy will be a rising star over marketing world.
Content and its management were getting bigger and important issue in 2015. The Turkish
marketing world gave us some good examples such as Onedio. Onedio has taught us the
conept, “content is the key”. With these learning, brands were shaked and began to take
an extra role in addition to their job descriptions. Every marketer and brand manager
should and will be a good content manager in 2016.
In addition, while marketers becoming content managers, they should make their content
related with their consumers’ needs. In other words, contents should serve experience to
the consumers’ needs. Otherwise, it will only spin one’s wheels.
Wearable technologies are coming to help us to make our life easier, of course. However,
if it does not include consumer experience, it won’t fulﬁll the needs of consumer as well.
Counting heart rate or steps, shooting with an eye blink... They should be related to any
experience or need of consumer.
Also, I hope the wearable technologies will be cheaper in 2016 that ﬁnal users can afford.
That will lead us to a new era of space age of 1900s’ science ﬁction movies. Maybe our
childhood dreams will be coming true as a result.
Experience economy will
rise in 2016