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Digital in 2016:
Executive Summary
Find the full trends forecast at edelman.com
The year of consumer-led
communications marketing
JANUARY 2016
What’s Next in Digital Marketing?
2
We looked at consumer insights to predict the biggest trends for 2016.
Behavior
How are they behaving
on and offline?
Engagement
What content and
experiences engage them?
Communication
What are
they saying?
Influence: What inspires them?
Consumers Want More From Brands
3
want brands to
communicate openly about
their products**
of consumers expect brands to
innovate with societal
impact in mind*
90% 70%
*Edelman. Innovation and the Earned Brand. 2015.
**Edelman. Brandshare. 2015
Today’s consumers are more powerful than ever.
Implicitly through behavior and data —
and explicitly through direct communication —
consumers are telling us what they want.
2016 is…
THE YEAR OF THE
CONSUMER
MARKETING
DIRECTOR
Key Learnings for
Marketers in 2016
5
Evolve to meet consumers’ high expectations for
brands—from responsiveness to social action
Engage influencers to address consumers’ rising
skepticism of media and advertising
Leverage emerging technology to better listen to and
engage with consumers
Deliver real, contextual value when and where
consumers demand it most
Key Digital Trends Put Consumers at the
Center of Brand Marketing
6
And, we’re keeping an eye on virtual & augmented reality, beacons, esports
1VIDEO, VIDEO,
VIDEO
INFLUENCERS
AS CREATIVES
SOCIAL LISTENING AS
SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER
JOURNEY MAPPING
2 3
4 5
THE BUY NOW
REVOLUTION
VIDEO, VIDEO,
VIDEO1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019*
80%Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
*Cisco Visual Networking Index: Forecast and
Methodology, 2014-2019 White Paper. May 27, 2015.
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
& GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic,
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up?
10
INFLUENCERS
AS CREATIVES2
Influencer
Popularity Is
On The Rise
12
Influencer Engagement Supports Business Objectives
13
*Augure. State of Influencer Engagement 2015, conducted by Schlesinger Associates. June 18, 2015. Via eMarketer, Inc.
**Tomoson. Influencer Marketing Study. 2015.
Marketers are making
$6.50 for each $1 spent on
influencer marketing**
5x
ROI
of marketers believe
influencer marketing is
effective in raising
brand awareness*
of marketers believe
influencer marketing
generates sales leads*
93% 75%
The Influencer Should Be an Extension
of Your Creative Team
Petco* Comedy Series
with YouTube Star Toby Turner
• 2.2 million views
• 98% positive sentiment
• +65% subscriber growth
• 300% increase in views of
catalog content
14
*Edelman client
How can brands keep up?
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW
REVOLUTION3
Nearly Every Major Platform Supports
“Buy Now” Functionality
17
Projected 2015 income
from social commerce*$30BN
*Statista. Worldwide social commerce revenue from 2011 to 2015. 2015.
Consumers Want Exclusive and Limited-Time
Shopping Incentives
18
Factors that Would
Encourage US Digital Buyers
to Make a Purchase via
Social Media When Holiday
Shopping, Sept 2015
(% of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
Rewards/Loyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous “Likes”
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has “Liked” A ProductMarketLive. 7th Annual Holiday Research Study.
Oct 14, 2015. Via eMarketer, Inc.
How can brands keep up?
19
Understand your
consumers’ shopping
behaviors
DRIVE
DISCOVERABILITY
VIA ORGANIC
OPTIMIZATION AND
PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
“buy now” opportunities
that improve the
shopping experience,
not detract from it
SOCIAL
LISTENING
BECOMES
SOCIAL
INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think it’s
important for brands to
listen and respond
thoughtfully
78% 17%
Feel that brands are
truly listening*
BUT
ONLY
*Edelman. Brandshare. 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause &
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos.
Facebook Customer Service
tools award a “Very
Responsive to Messages”
badge to brands who maintain
a 90% response rate within
5 minutes.
Social Listening tools provide
insight into conversations,
perception, competition,
influencer identification
and more.
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up?
24
Operationalize social
listening with the right
technology
DRIVE
DISCOVERABILITY
VIA ORGANIC
OPTIMIZATION AND
PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE
CONSUMER
JOURNEY
MAPPING
5
Cross-Device Consumer Behavior Has Been
the Norm for Several Years
26
of users start an
activity on one device
and finish on another*
90%
*Google. The New Multiscreen World. August, 2012.
Emerging Technologies Enable Cross-Device
Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY:
How does a consumer find out about my product?
Do they conduct research on their phones, tablets
or desktop?
What ads do they see?
What motivates them to make that final
purchase?
Do they purchase on a desktop or in-store?
TOOLS:
How can brands keep up?
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE
DISCOVERABILITY
VIA ORGANIC
OPTIMIZATION AND
PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge, Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelman.com

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Digital in 2016 - Executive Summary

  • 1. Digital in 2016: Executive Summary Find the full trends forecast at edelman.com The year of consumer-led communications marketing JANUARY 2016
  • 2. What’s Next in Digital Marketing? 2 We looked at consumer insights to predict the biggest trends for 2016. Behavior How are they behaving on and offline? Engagement What content and experiences engage them? Communication What are they saying? Influence: What inspires them?
  • 3. Consumers Want More From Brands 3 want brands to communicate openly about their products** of consumers expect brands to innovate with societal impact in mind* 90% 70% *Edelman. Innovation and the Earned Brand. 2015. **Edelman. Brandshare. 2015
  • 4. Today’s consumers are more powerful than ever. Implicitly through behavior and data — and explicitly through direct communication — consumers are telling us what they want. 2016 is… THE YEAR OF THE CONSUMER MARKETING DIRECTOR
  • 5. Key Learnings for Marketers in 2016 5 Evolve to meet consumers’ high expectations for brands—from responsiveness to social action Engage influencers to address consumers’ rising skepticism of media and advertising Leverage emerging technology to better listen to and engage with consumers Deliver real, contextual value when and where consumers demand it most
  • 6. Key Digital Trends Put Consumers at the Center of Brand Marketing 6 And, we’re keeping an eye on virtual & augmented reality, beacons, esports 1VIDEO, VIDEO, VIDEO INFLUENCERS AS CREATIVES SOCIAL LISTENING AS SOCIAL INTELLIGENCE CROSS-DEVICE CONSUMER JOURNEY MAPPING 2 3 4 5 THE BUY NOW REVOLUTION
  • 8. Video Engagement Dominates Digital Platforms 8 of all consumer internet traffic will be dedicated to video consumption by 2019* 80%Estimated 10-20 Billion 8 Billion 6 Billion 4 Billion Views Per Day *Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper. May 27, 2015.
  • 9. Trending Formats Engage Consumers 9 Livestreaming 360-video Crowdsourcing Video Influencers Short Form Bits & GIFs
  • 10. Make the most of your investment with a multi-platform approach Build a holistic, storytelling strategy with your consumer in mind Drive discoverability via organic optimization and paid media How can brands keep up? 10
  • 13. Influencer Engagement Supports Business Objectives 13 *Augure. State of Influencer Engagement 2015, conducted by Schlesinger Associates. June 18, 2015. Via eMarketer, Inc. **Tomoson. Influencer Marketing Study. 2015. Marketers are making $6.50 for each $1 spent on influencer marketing** 5x ROI of marketers believe influencer marketing is effective in raising brand awareness* of marketers believe influencer marketing generates sales leads* 93% 75%
  • 14. The Influencer Should Be an Extension of Your Creative Team Petco* Comedy Series with YouTube Star Toby Turner • 2.2 million views • 98% positive sentiment • +65% subscriber growth • 300% increase in views of catalog content 14 *Edelman client
  • 15. How can brands keep up? 15 Choose influencers who will resonate with your consumers through strategic data analysis Put storytelling at the heart of it Grant the influencer creative license Get a good deal by partnering with experts
  • 17. Nearly Every Major Platform Supports “Buy Now” Functionality 17 Projected 2015 income from social commerce*$30BN *Statista. Worldwide social commerce revenue from 2011 to 2015. 2015.
  • 18. Consumers Want Exclusive and Limited-Time Shopping Incentives 18 Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping, Sept 2015 (% of Respondents) 33 35 37 52 52 55 55 56 63 Free Shipping Offer Exclusive Discount (Only Members Of Social Network) Daily Deals Seeing A Unique Product Rewards/Loyalty Points Seeing A Product I Had Recently Viewed When Shopping Online A Product Has Received Numerous “Likes” Ability To Vote On Which Promotion Company Offers To Social Network A Friend Has “Liked” A ProductMarketLive. 7th Annual Holiday Research Study. Oct 14, 2015. Via eMarketer, Inc.
  • 19. How can brands keep up? 19 Understand your consumers’ shopping behaviors DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA Build a seamless omnichannel experience online and offline Create contextual “buy now” opportunities that improve the shopping experience, not detract from it
  • 21. Consumers Want Brands to Listen 21 Of consumers think it’s important for brands to listen and respond thoughtfully 78% 17% Feel that brands are truly listening* BUT ONLY *Edelman. Brandshare. 2015
  • 22. Social Listening Should Guide Your Business 22 Customer Service Product Development Product Improvement Cause & Social Purpose
  • 23. TECHNOLOGY Visual Listening uses computer vision to recognize brand presence in photos. Facebook Customer Service tools award a “Very Responsive to Messages” badge to brands who maintain a 90% response rate within 5 minutes. Social Listening tools provide insight into conversations, perception, competition, influencer identification and more. OUTPUT Broader Contextual Insights Better Consumer Experience Stronger Business Intelligence TOOLS Technology Enables Better Business Practices 23
  • 24. How can brands keep up? 24 Operationalize social listening with the right technology DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA Be open to consumer insights that may disrupt your business for the better Pair social listening with traditional market research
  • 26. Cross-Device Consumer Behavior Has Been the Norm for Several Years 26 of users start an activity on one device and finish on another* 90% *Google. The New Multiscreen World. August, 2012.
  • 27. Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before 27 SAMPLE QUESTIONS TO UNDERSTAND THE CONSUMER JOURNEY: How does a consumer find out about my product? Do they conduct research on their phones, tablets or desktop? What ads do they see? What motivates them to make that final purchase? Do they purchase on a desktop or in-store? TOOLS:
  • 28. How can brands keep up? 28 Keep an eye on emerging tracking technologies as this trend becomes more sophisticated DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA Be authentic and transparent to address consumer privacy concerns Test and learn with targeted messaging as you start to build an attribution model
  • 29. 29 VR and AR Changing the Future of Storytelling eSports Amassing Huge, Captive Consumer Audiences Beacons Adding Value in Context while Yielding Behavioral Insights WATCH THIS SPACE
  • 30. Read our full digital trends forecast at edelman.com