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TCS: Trend Based Marketing - Tomorrow's Campaigns Today

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Traffic and Conversion Summit 2017 presentation about the current trends in marketing and how to deal with the challenges posed by AdBlocking, non-viewable ads, bad bot traffic and more

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TCS: Trend Based Marketing - Tomorrow's Campaigns Today

  1. 1. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #tcs2017 facebook.com/RolandFrasierPage
  2. 2. Trendwatching.com is an excellent source of info on innovations and trends across all industries #DRA @RolandFrasier Source: TrendWatching.com STATUS SEEKERS HELPFULL PLAYSUMERS YOUNIVERSE BETTERMENT JOYNING EPHEMERAL LOCAL LOVE HUMAN BRANDS POST- DEMOGRAPHIC FUZZYNOMICS UBITECH BETTER BUSINESS REMAPPED PRICING PANDEMONIUM INFOLUST Source: TrendWatching.com
  3. 3. Basic Needs & Wants • Excitement • Honesty • Connection • Self-Improvement • Social Status • Social Interaction • Identity • Transparency • Fairness • Creativity • Entertainment • Relevance • Love • Simplicity • Recognition • Security Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
  4. 4. Trend Driven New Product Opportunities A new expectation about a basic human need, want or desire… Driven by shifts (urban transition, aging populations, climate change) + triggers (new tech, political events, economics, environmental incidents, etc.), that are… Creating innovations (start-ups, new products, services, experiences, and marketing campaigns) Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
  5. 5. Expectation Gaps Ever higher customer expectations applied ruthlessly to every purchasing decision… Rising quality Positive impact Personal expression Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
  6. 6. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  7. 7. Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
  8. 8. Source: TrendWatching.com
  9. 9. Source: TrendWatching.com
  10. 10. #tcs2017 facebook.com/RolandFrasierPage Trendwatching.com TrendHunter.com PFSK.com Cassandra.co Springwise.com JWTIntelligence Resources For Tracking Your Industry’s Trends
  11. 11. Challenging Trends In Marketing #tcs2017 facebook.com/RolandFrasierPage
  12. 12. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  13. 13. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc.Branded Content Partnerships #tcs2017 facebook.com/RolandFrasierPage
  14. 14. Tomorrow’s Campaigns Should… Create Branded Content With Publishers #tcs2017 facebook.com/RolandFrasierPage “Hard Won”ThrillList + Smith & Forge Hard Cider Source: http://adage.com/article/agency-viewpoint/10-branded-content-partnerships-2016/307284
  15. 15. Resource: BrandTale.com Matching + Leaderboards #tcs2017 facebook.com/RolandFrasierPage 72% of marketers think branded content is more effective than magazine advertisements. Source: Custom Content Council
  16. 16. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc.Influencer Partnerships #tcs2017 facebook.com/RolandFrasierPage
  17. 17. Tomorrow’s Campaigns Should… Involve Your Audience’s Influencers In Messaging + Content #tcs2017 facebook.com/RolandFrasierPage On average,businesses generate $6.50 in revenue for each $1 invested in influencer marketing. (Source: ConvinceAndConvert.com)
  18. 18. #tcs2017 facebook.com/RolandFrasierPage
  19. 19. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc.Content + Commerce #tcs2017 facebook.com/RolandFrasierPage
  20. 20. Tomorrow’s Campaigns Should… Embrace Shoppable Content #tcs2017 facebook.com/RolandFrasierPage Traditional ecommerce discovery requires the buyer to identify + find the product before buying it. Shoppable content shortens the path from discovery to sale by eliminating the“identify + find”stages. So… Make Your Photography Shoppable
  21. 21. Pinterest Becomes Shoppable Social… #tcs2017 facebook.com/RolandFrasierPage Lens Instant Ideas Shop The Look
  22. 22. Pinterest Becomes Shoppable Social… #tcs2017 facebook.com/RolandFrasierPage Instant Ideas Shop The Look Lens
  23. 23. Pinterest Becomes Shoppable Social… #tcs2017 facebook.com/RolandFrasierPage Lens Instant Ideas Shop The Look
  24. 24. #tcs2017 facebook.com/RolandFrasierPage Shoppable Blog Post Boosted Conversions 110% Source: retailtouchpoints.com | pbteen.com Case Study: Pottery Barn Teen + Curalate #tcs2017 facebook.com/RolandFrasierPage
  25. 25. #tcs2017 facebook.com/RolandFrasierPage
  26. 26. #tcs2017 facebook.com/RolandFrasierPage
  27. 27. Case Study: QVC + Smartzer Shoppable Video #tcs2017 facebook.com/RolandFrasierPage
  28. 28. #tcs2017 facebook.com/RolandFrasierPage Case Study: Marks & Spencer + Smartzer
  29. 29. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. CTAAttribution #tcs2017 facebook.com/RolandFrasierPage
  30. 30. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Tomorrow’s Campaigns Should… Implement CTAAttribution Offer Codes Coupons + Incentives • Scarcity • Urgency • Integration • Tiered Incentives
  31. 31. Tomorrow’s Campaigns Should…Track Campaign Performance Using CTAAttribution #tcs2017 facebook.com/RolandFrasierPage Series Of Offers Theme + # Promos Fun Coupon Codes “SUITUP25”“KNEEDEEP25” Current Event Connection
  32. 32. #tcs2017 facebook.com/RolandFrasierPage
  33. 33. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. New Ad Units #tcs2017 facebook.com/RolandFrasierPage
  34. 34. Fewer Ad Units + Aspect Ratio Based Ad Sizes #tcs2017 facebook.com/RolandFrasierPage Responsive ads eliminate pixel re-sizing across formats Source: https://www.iab.com
  35. 35. Fewer Ad Units + Apect Ratio Based Ad Sizes #tcs2017 facebook.com/RolandFrasierPage LEAN ad framework
  36. 36. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  37. 37. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage • Watch for IAB to bring roll these out in 2017 • Use these new aspect ratio ad creatives as soon as you can in your marketing to… – Reduce demands on ad creative team – Flatten ad file sizes and speed site loads – Ensure all your ads are responsive + mobile-friendly
  38. 38. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Conversational Commerce #tcs2017 facebook.com/RolandFrasierPage
  39. 39. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage We Talked About This 2 Years Ago… It’s Time To Get On Messaging Apps NOW!
  40. 40. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage We Talked About This 2 Years Ago… It’s Time To Get On Messaging Apps NOW!
  41. 41. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage
  42. 42. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage
  43. 43. #tcs2017 facebook.com/RolandFrasierPage Get 3.7x More Opens + 8.7x More Clicks With Messenger
  44. 44. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Get 3.7x More Opens + 8.7x More Clicks With Messenger
  45. 45. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  46. 46. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Replace On-Site Chat With FB Messenger Tool: ModernApp.co
  47. 47. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Tool: ZotaBox.com
  48. 48. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Use Cases... ShopSpring Personal Shopping Assistant
  49. 49. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Use Cases... Everlane Customer Service
  50. 50. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Use Cases... Taco Bell TacoBot On Slack
  51. 51. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Use Cases... Sephora Makeup Tips + Reviews Bot On Kik
  52. 52. Tomorrow’s Campaigns: Create Bots To Help… #tcs2017 facebook.com/RolandFrasierPage • Discover + purchase products • Reorder + check order status • Give personal shopper advice • Notify of price alerts + drops • Promote sales + flash sales • Tell when wait list item is in • Deliver loyalty programs • Announce new product release • Gift assistance + recommendation • Provide customer service • Track shipping • Deliver newsletters • Deliver reports + content • Make reservations + buy tickets • Give advice (products/life) • Answer questions
  53. 53. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Tool: ManyChat.com
  54. 54. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Tool: ChatFuel.com
  55. 55. #tcs2017 facebook.com/RolandFrasierPage Case Study: DigitalMarketer -Product Sales #tcs2017 facebook.com/RolandFrasierPage
  56. 56. #tcs2017 facebook.com/RolandFrasierPage Case Study: DigitalMarketer 500%+ ROI On Product Sales Source: molly pittman | digitalmarketer.com #tcs2017 facebook.com/RolandFrasierPage
  57. 57. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage $4.55 CAC $10,219 Sales 294% ROI Case Study: Frank Kern For Continuity + Consulting Sales Source: frank kern | frankkern.com
  58. 58. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Case Study: Boom By Cindy Joseph For Ecommerce Sales Source: ezra firestone | smartmarketer.com
  59. 59. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Using ChatFuel + Messenger For Ecommerce Pre-Sales Source: ryan skelly | socialhacks.io
  60. 60. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Case Study: Realtor For Real Estate Listing Acquisition $0.83 CPL  $27.50 CAC  $3MM Listings  $90,000 Revenue Source: https://www.youtube.com/watch?v=aPP0IxvdW-Q
  61. 61. #tcs2017 facebook.com/RolandFrasierPage Tool: ModernApp.Co
  62. 62. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Resource: Botgig.com
  63. 63. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage Brush Up On Bing SEO To Rank On Voice Search
  64. 64. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Emoji #tcs2017 facebook.com/RolandFrasierPage
  65. 65. Source: Activate.com WSJD Trend+Media Report 2017
  66. 66. #tcs2017 facebook.com/RolandFrasierPageSee: Emogi.com
  67. 67. Emoji Ads #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  68. 68. #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  69. 69. #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  70. 70. #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  71. 71. #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  72. 72. #tcs2017 facebook.com/RolandFrasierPage
  73. 73. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  74. 74. #tcs2017 facebook.com/RolandFrasierPageSource: Emoticode.com Emoticodes: Can Make Any Product Shoppable With Emoji
  75. 75. #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  76. 76. #tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com
  77. 77. What You Can Do… #tcs2017 facebook.com/RolandFrasierPage • Use emoticodes to make your products shoppable via emoji • Build branded emoji + use them in conversations • Start integrating emoji into your marketing + ad campaigns • Test emoji ads on platforms like Emogi Wink (Kik only now) • Try telling brand stories with emoji • Create emoji based physical premiums, tripwires + products
  78. 78. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Augmented Retail #tcs2017 facebook.com/RolandFrasierPage
  79. 79. #tcs2017 facebook.com/RolandFrasierPage Try Before You Buy… 475% Higher Conversions 177% Higher Line Buys
  80. 80. #tcs2017 facebook.com/RolandFrasierPage 65 Million Product Trials
  81. 81. #tcs2017 facebook.com/RolandFrasierPage
  82. 82. #tcs2017 facebook.com/RolandFrasierPage
  83. 83. #tcs2017 facebook.com/RolandFrasierPage
  84. 84. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  85. 85. What You Can Do… #tcs2017 facebook.com/RolandFrasierPage • Add AR/VR In Your Customer Journey • Install VR Product Experiences In High Traffic Areas • Place VR Demos + Walkthroughts @ Trade Shows, Conferences + Pop-Up Stores • Build Apps Like Wayfair For Campaigns To Future Pace Product Placement In Home/On Person
  86. 86. What You Can Do… #tcs2017 facebook.com/RolandFrasierPage • Watch for + piggyback on trending AR apps (like PokemonGo) – Discover geo-placement (e.g. gym or hot spot) hacks – Investigate geo-sponsorship opportunities • Create your own AR app or use a solution like Holition or Augment to… – Let your customer try it on, e.g. make-up, clothes, glasses before they buy it. – Place the product they are considering in their own home, office, etc.
  87. 87. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Virtual Reality#tcs2017 facebook.com/RolandFrasierPage
  88. 88. #tcs2017 facebook.com/RolandFrasierPage 30% Increase In Conversions For College Visits
  89. 89. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Live-Streaming #tcs2017 facebook.com/RolandFrasierPage
  90. 90. #tcs2017 facebook.com/RolandFrasierPage
  91. 91. #tcs2017 facebook.com/RolandFrasierPage Facebook To Roll Out Mid-Roll Ads In Videos After 20 Seconds Watched In 90 Second+ Videos
  92. 92. #tcs2017 facebook.com/RolandFrasierPage
  93. 93. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  94. 94. #tcs2017 facebook.com/RolandFrasierPage • Start a livestream – Stream behind the scenes at events – Stream product creation + manufacture – Stream how-to content and interviews • Experiment with your own mid-roll ads in your stream • Keep an eye out for Facebook’s new livestream ad formats
  95. 95. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Wearables #tcs2017 facebook.com/RolandFrasierPage
  96. 96. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Wearables #tcs2017 facebook.com/RolandFrasierPage
  97. 97. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  98. 98. #tcs2017 facebook.com/RolandFrasierPage Get Your Brand On Snapchat! Create Branded Auto Follow Drone Content + Demos Sponsor Auto Follow Drone UGC Contests + Reviews Post Spectacles Branded AR Content Have Customers Create Spectacles UGC Snaps Tell Brand + Customer + Influencer Stories Via AFD + Spectacles Promote AFD + Spectacles Giveaways
  99. 99. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. eSports #tcs2017 facebook.com/RolandFrasierPage
  100. 100. Source: Newzoo 2016 Global eSports Market Report
  101. 101. Source: Newzoo 2016 Global eSports Market Report #tcs2017 facebook.com/RolandFrasierPage
  102. 102. Source: Newzoo 2016 Global eSports Market Report #tcs2017 facebook.com/RolandFrasierPage eSports Stars Are Becoming Mainstream With Earnings To Match
  103. 103. Source: 2017 eSports Ad Bureau Report #tcs2017 facebook.com/RolandFrasierPage
  104. 104. #tcs2017 facebook.com/RolandFrasierPageSource: WSJD Tech+Media Outlook 2017
  105. 105. Source: WSJD Tech+Media Outlook 2017 #tcs2017 facebook.com/RolandFrasierPage
  106. 106. Source: Machinima Heros Rise #tcs2017 facebook.com/RolandFrasierPage
  107. 107. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  108. 108. Source: Activate WSJD Tech+Media Outlook 2017 #tcs2017 facebook.com/RolandFrasierPage
  109. 109. #tcs2017 facebook.com/RolandFrasierPage
  110. 110. #tcs2017 facebook.com/RolandFrasierPage
  111. 111. #tcs2017 facebook.com/RolandFrasierPage
  112. 112. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Personalization #tcs2017 facebook.com/RolandFrasierPage
  113. 113. #tcs2017 facebook.com/RolandFrasierPage 40% Of Total Sales
  114. 114. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
  115. 115. #tcs2017 facebook.com/RolandFrasierPage Run personalized campaigns based on behavior and analytics. Try a too like SiteSpect.com or ConversantMedia.com for this Ask how you can personalize your products or services for your customer Let customers design the product online (Builder Apps) Let customers customize the product online (Rayban, Nike) Engrave, etch, print or embroider customer’s name/initials
  116. 116. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #tcs2017 facebook.com/RolandFrasierPage
  117. 117. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #tcs2017 facebook.com/RolandFrasierPage Thank You Slideshare.com/RolandFrasier

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