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1
9 Trends That Will Shape
Digital Marketing in
2016
Digital
Thought
Leaders
Tobias Zehnder
Co-Founder & Partner
2
Let’s Rewind
This year has already seen many
milestones in digital marketing.
The rise of live-streaming, Facebook passing 1B daily
active users, mobile overtaking desktop search volume,
Instagram introducing ads, Google rebranding,
the Apple Watch, the Internet of Things...
3
as we work in a fast
changing industry,
it’s key to understand which
trends drive future growth.
It’s also key to know where to
look for these trends.
4
A/B testing,
big data analysis,
mobile fundraising.
The Obama 2012 campaign is famous for
successfully leveraging digital technology earlier
than others in our industry.
5
What made the
Obama campaign
successful
in 2012?
According to Harper Reed,
CIO of the campaign:
Not building everything
from scratch, but learning
from best-in-class
practises of others.
In other words...
6
The Future Is Already
Here, It’s Just Not
Evenly Distributed.
– William Gibson
Image: JWPhotography2012/flickr
7
So, here are 9 trends that successful
brands already put into practise to
move the needle today.
They will shape digital marketing in
2016
8
1 // HTML5 is the new standard
for digital creatives.
A waste of
money.
Flash ads don’t
autoplay in
Chrome.
9
CASE
Interactive creatives that work
on all browsers and devices.
10
2 // flexible planning is
new normal.
Can you launch
Instagram ads in 2015
if you didn’t budget
them 2014?
11
The COMPLEXITY of digital
communication is forcing
the SIMPLIFICATION of processes,
as well as a more FLUID STRATEGY
and AGILE EXECUTION.
-C.S. Harlinghausen, Starcom Mediavest
12
Planning is going to be
EXCTINCT.
- Jonathan Oliver, Microsoft
13
3 // AdBlocking for the
(mobile) masses.
14
AdBlockers topped
the iTunes charts on
the first weekend
...but also lost ground
again quickly one week
later.
15
Putting the 600’000 app installs of
the first week into perspective
(in one beautiful Excel chart)
16
Exclusive: Swiss Market Situation
AdWords Traffic Post-iOS9-Launch (KW38/39)
Desktop -2.1%
Tablet -3.3%
Mobile -1.6%
→ No significant impact and patterns yet
→ General seasonality and fluctuation has
more impact than adblockers on iOS9
17
Winning our Industry’s
Napster-Moment
Quality
over Price
Relevancy
over Reach
Content
over Clutter
18
4 // offline = online
Thanks to the smartphone, we definitely live in a connected world.
Being offline is the privilege of an older generation.
19
The Rise of the Smartphone Mobile Computer
20
Source: Think with Google
21
CASE
Amazon Dash
is just one of many examples,
where the digital meets the real
world in a new way.
Mobile technology is the catalyst
of this trend - with simple “Click-
to-Collect” to Google’s “Store
Visit” metric being just two other
examples.
This unprecedented wave of
online/offline synergies will
move the boundaries of our
industry. And the way our teams
work.
22
5 // YouTube grows up.
(( I have no idea what this is, but it generated millions of views ))
23
There’s a new generation of «web
natives» growing up. Their needs
will shape the media landscape of
the coming years.
24
Masthead Reach by Day of Week
Switzerland
Webrepublic Research - YouTube Advertising Report Switzerland, 2015
Mon Tue Wed Thu Fri Sat Sun
3’000’000
Impressions
25
CASE
Campaigns that leverage the
creative potential of a channel.
Choose your own
adventure
26
6 // storytelling drives
convergence across devices
and plattforms
27
Karasek & Ikea
A great video that
captured the attention
of fans around the
world, generated views,
coverage and links.
CASE
28
Nike+ Outdo You
Personalized videos based
on actual training data.
CASE
29
7 // real advantages for
virtual pioneers
30
CASEMammut #PROJECT360 let’s you
explore famous hiking routes.
31
8 // data demands excellency.
32
Structured data & twitter cards are a must
for every website seeking reach.
Twitter cards integrate shared content
directly into twitter’s timeline, leading to
more interactions and reach.
33
In the age of product feeds and shopping ads,
there should not a single click be wasted.
Long-Tail Keyword Product not Available
34
Combine insights & data from
many sources to create ads
that are more relevant.
+300% CTR
+350% Conversion Rate
CASE
35
WRAP UP
35
36
9 Trends That will Shape 2016
1. HTML5 is new standard
2. Flexible planning & budgets
3. AdBlocking as positive challenge
4. Offline = Online
5. YouTube here to stay
6. Storytelling drives convergence
7. Virtual Reality as creative opportunity
8. Data demands excellency.
37
But hey, what about
trend nr. 9?
38
9. Data meets Creativity
to create relevant and efficient
marketing and advertising.
This is the one to rule them all.
39
Thank you.
Webrepublic @tozehnder

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9 Trends That Will Shape Digital Marketing in 2016

  • 1. 1 9 Trends That Will Shape Digital Marketing in 2016 Digital Thought Leaders Tobias Zehnder Co-Founder & Partner
  • 2. 2 Let’s Rewind This year has already seen many milestones in digital marketing. The rise of live-streaming, Facebook passing 1B daily active users, mobile overtaking desktop search volume, Instagram introducing ads, Google rebranding, the Apple Watch, the Internet of Things...
  • 3. 3 as we work in a fast changing industry, it’s key to understand which trends drive future growth. It’s also key to know where to look for these trends.
  • 4. 4 A/B testing, big data analysis, mobile fundraising. The Obama 2012 campaign is famous for successfully leveraging digital technology earlier than others in our industry.
  • 5. 5 What made the Obama campaign successful in 2012? According to Harper Reed, CIO of the campaign: Not building everything from scratch, but learning from best-in-class practises of others. In other words...
  • 6. 6 The Future Is Already Here, It’s Just Not Evenly Distributed. – William Gibson Image: JWPhotography2012/flickr
  • 7. 7 So, here are 9 trends that successful brands already put into practise to move the needle today. They will shape digital marketing in 2016
  • 8. 8 1 // HTML5 is the new standard for digital creatives. A waste of money. Flash ads don’t autoplay in Chrome.
  • 9. 9 CASE Interactive creatives that work on all browsers and devices.
  • 10. 10 2 // flexible planning is new normal. Can you launch Instagram ads in 2015 if you didn’t budget them 2014?
  • 11. 11 The COMPLEXITY of digital communication is forcing the SIMPLIFICATION of processes, as well as a more FLUID STRATEGY and AGILE EXECUTION. -C.S. Harlinghausen, Starcom Mediavest
  • 12. 12 Planning is going to be EXCTINCT. - Jonathan Oliver, Microsoft
  • 13. 13 3 // AdBlocking for the (mobile) masses.
  • 14. 14 AdBlockers topped the iTunes charts on the first weekend ...but also lost ground again quickly one week later.
  • 15. 15 Putting the 600’000 app installs of the first week into perspective (in one beautiful Excel chart)
  • 16. 16 Exclusive: Swiss Market Situation AdWords Traffic Post-iOS9-Launch (KW38/39) Desktop -2.1% Tablet -3.3% Mobile -1.6% → No significant impact and patterns yet → General seasonality and fluctuation has more impact than adblockers on iOS9
  • 17. 17 Winning our Industry’s Napster-Moment Quality over Price Relevancy over Reach Content over Clutter
  • 18. 18 4 // offline = online Thanks to the smartphone, we definitely live in a connected world. Being offline is the privilege of an older generation.
  • 19. 19 The Rise of the Smartphone Mobile Computer
  • 21. 21 CASE Amazon Dash is just one of many examples, where the digital meets the real world in a new way. Mobile technology is the catalyst of this trend - with simple “Click- to-Collect” to Google’s “Store Visit” metric being just two other examples. This unprecedented wave of online/offline synergies will move the boundaries of our industry. And the way our teams work.
  • 22. 22 5 // YouTube grows up. (( I have no idea what this is, but it generated millions of views ))
  • 23. 23 There’s a new generation of «web natives» growing up. Their needs will shape the media landscape of the coming years.
  • 24. 24 Masthead Reach by Day of Week Switzerland Webrepublic Research - YouTube Advertising Report Switzerland, 2015 Mon Tue Wed Thu Fri Sat Sun 3’000’000 Impressions
  • 25. 25 CASE Campaigns that leverage the creative potential of a channel. Choose your own adventure
  • 26. 26 6 // storytelling drives convergence across devices and plattforms
  • 27. 27 Karasek & Ikea A great video that captured the attention of fans around the world, generated views, coverage and links. CASE
  • 28. 28 Nike+ Outdo You Personalized videos based on actual training data. CASE
  • 29. 29 7 // real advantages for virtual pioneers
  • 30. 30 CASEMammut #PROJECT360 let’s you explore famous hiking routes.
  • 31. 31 8 // data demands excellency.
  • 32. 32 Structured data & twitter cards are a must for every website seeking reach. Twitter cards integrate shared content directly into twitter’s timeline, leading to more interactions and reach.
  • 33. 33 In the age of product feeds and shopping ads, there should not a single click be wasted. Long-Tail Keyword Product not Available
  • 34. 34 Combine insights & data from many sources to create ads that are more relevant. +300% CTR +350% Conversion Rate CASE
  • 36. 36 9 Trends That will Shape 2016 1. HTML5 is new standard 2. Flexible planning & budgets 3. AdBlocking as positive challenge 4. Offline = Online 5. YouTube here to stay 6. Storytelling drives convergence 7. Virtual Reality as creative opportunity 8. Data demands excellency.
  • 37. 37 But hey, what about trend nr. 9?
  • 38. 38 9. Data meets Creativity to create relevant and efficient marketing and advertising. This is the one to rule them all.