Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
As we plunge further into 2016, we’ve identified ten of the most important Digital Marketing Trends that matter to New Zealand organisations this year.
You can view our presentation of the top ten trends by following the link at the bottom of the page but here are some of the highlights:
KEY TREND: ONLINE VIDEO
More and more consumers, both locally and globally, are watching and sharing online videos. Already, Kiwis are spending twice as much time watching videos online as they do watching live TV – and that trend is only going to increase.
KEY TREND: MARKETING AUTOMATION
77% of Kiwi marketers are planning to increase expenditure on marketing technology in the next 12 months. No wonder – Marketing Automation allows companies to market more effectively across multiple channels online, delivering personalised, highly-targeted messages to consumers in near-real-time.
KEY TREND: FIRST-PARTY DATA
First-party data – information that you and your organisation have collected about your customers – is the foundation for understanding your customers, because the data is based on their actual interactions with your brand.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
Shouldn’t all marketing be relevant? Brands have access to more data than ever, especially in digital, so there is increasing potential to create more personalized experiences. But consumers are savvy and do not want to feel stalked by advertising. Brands now need to demonstrate value to the consumer at every single touchpoint. Here, we will review the opportunities and obstacles for personalized marketing and present a way forward.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
As we plunge further into 2016, we’ve identified ten of the most important Digital Marketing Trends that matter to New Zealand organisations this year.
You can view our presentation of the top ten trends by following the link at the bottom of the page but here are some of the highlights:
KEY TREND: ONLINE VIDEO
More and more consumers, both locally and globally, are watching and sharing online videos. Already, Kiwis are spending twice as much time watching videos online as they do watching live TV – and that trend is only going to increase.
KEY TREND: MARKETING AUTOMATION
77% of Kiwi marketers are planning to increase expenditure on marketing technology in the next 12 months. No wonder – Marketing Automation allows companies to market more effectively across multiple channels online, delivering personalised, highly-targeted messages to consumers in near-real-time.
KEY TREND: FIRST-PARTY DATA
First-party data – information that you and your organisation have collected about your customers – is the foundation for understanding your customers, because the data is based on their actual interactions with your brand.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
Shouldn’t all marketing be relevant? Brands have access to more data than ever, especially in digital, so there is increasing potential to create more personalized experiences. But consumers are savvy and do not want to feel stalked by advertising. Brands now need to demonstrate value to the consumer at every single touchpoint. Here, we will review the opportunities and obstacles for personalized marketing and present a way forward.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
Marshall Manson and James Whatley are back with their latest set of predictions for the social media year ahead.
This document outlines a brief review of the previous year's predictions and ideas as well as a more in-depth look at the thoughts, trends and predictions for 2015.
Enjoy!
10 Insights on Digital Marketing in China, for 2018.
Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share …often with little regard for quality brand management and well organized, integrated strategies.
China has been a mad dash, with brands jumping from one new development (Weibo, Youku, Tmall...) to the next (WeChat, Bilibili, LittleRedBook…) - all aimed at capturing under-priced audience attention. Most of these efforts have been quickly conceived and not necessarily linked to holistic, organized brand objectives. Its been all about speed.
As organic reach and cheap audience attention come to a close, brands will have to focus on rationalizing their efforts, measuring/tracking investments ...and solving core brand challenges.
2018 will follow from 2017, by being concerned with integration, filling in the pieces and creating more solid, well-refined, integrated digital efforts. Above all, 2018 looks to be about slowing down and getting the basics right.
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
The most important small business trends in 2014Radius
The rise of mobile, the growth of local, the advent of crowdfunding–find out how 61 small business experts think the latest business trends will shape the future of small business in the next 12 months.
Amazon: friend or foe?
This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.
Social@ogilvy Social Platform Advertising Updates POV: February 2014Ogilvy Consulting
This POV highlights recent updates and changes to social advertising offerings by Facebook, Twitter, Google+, Tumblr and Pinterest.
Throughout the year, social networks test and roll out new advertising products to improve their offerings for brands to better reach consumers. The social networks listed in this POV have added new ad units to their advertising suites that are currently or are about to be public to all brands.
By understanding each social network’s new advertising products, brands can leverage the options that best fit their business goals from driving awareness of a campaign to increasing website traffic to boosting ROI.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
In the latest Wall Street Journal webinar presented by Ogilvy's Social@Ogilvy team, Thomas Crampton, Brian Giesen, and John Stauffer give an in depth look at the newest social trend - Facebook Commerce - and how it can play an integral part in any business strategy.
Mobile Marketing for Lead Generation and MoreGlennEndriga
1. Anatomy of an Engaging B2B Email Campaign
2. Getting Started
3. Creating Email Copy
4. The Landing Page
5. Test and Measure
6. Continuing the Conversation
This is an internet marketing campaign developed for Touch of Modern designed to improve its users' experience as well as increase conversion, net-sales, and acquisition.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
For over 8 years developing, Moore Corp has handled many case studies in Digital Market and got great experiences in consulting as well as developing Digital Advertising Campaign on multi-media channels such as Google ads, Facebook ads, Email Marketing, Ad network, Booking banner, PR booking. Besides, Moore Corp is a pioneer in leveraging Ads optimization technologies such as Aquisio, Criteo, Marketia and other DSP, SSP systems to optimize campaign effectiveness. Moore advantages are use of technology and insightful understanding in clients and industries to make stratergy, plan and optimize campaign of our partner.
Moreover, to follow Moore mission for enriching community's value, from 2014, Moore Corp is the sole Agency process Series in Digital Activities Report and Vietnam Digital Landscape which is free published and shared for Clients, Partner and Digital Community.
From 2015, Moore is positioning as Digital Marketing Agency focus on Performance Based Ads, which aims to being the Leading Performance Based Agency in Vietnam.
Marshall Manson and James Whatley are back with their latest set of predictions for the social media year ahead.
This document outlines a brief review of the previous year's predictions and ideas as well as a more in-depth look at the thoughts, trends and predictions for 2015.
Enjoy!
10 Insights on Digital Marketing in China, for 2018.
Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share …often with little regard for quality brand management and well organized, integrated strategies.
China has been a mad dash, with brands jumping from one new development (Weibo, Youku, Tmall...) to the next (WeChat, Bilibili, LittleRedBook…) - all aimed at capturing under-priced audience attention. Most of these efforts have been quickly conceived and not necessarily linked to holistic, organized brand objectives. Its been all about speed.
As organic reach and cheap audience attention come to a close, brands will have to focus on rationalizing their efforts, measuring/tracking investments ...and solving core brand challenges.
2018 will follow from 2017, by being concerned with integration, filling in the pieces and creating more solid, well-refined, integrated digital efforts. Above all, 2018 looks to be about slowing down and getting the basics right.
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
The most important small business trends in 2014Radius
The rise of mobile, the growth of local, the advent of crowdfunding–find out how 61 small business experts think the latest business trends will shape the future of small business in the next 12 months.
Amazon: friend or foe?
This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.
Social@ogilvy Social Platform Advertising Updates POV: February 2014Ogilvy Consulting
This POV highlights recent updates and changes to social advertising offerings by Facebook, Twitter, Google+, Tumblr and Pinterest.
Throughout the year, social networks test and roll out new advertising products to improve their offerings for brands to better reach consumers. The social networks listed in this POV have added new ad units to their advertising suites that are currently or are about to be public to all brands.
By understanding each social network’s new advertising products, brands can leverage the options that best fit their business goals from driving awareness of a campaign to increasing website traffic to boosting ROI.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
In the latest Wall Street Journal webinar presented by Ogilvy's Social@Ogilvy team, Thomas Crampton, Brian Giesen, and John Stauffer give an in depth look at the newest social trend - Facebook Commerce - and how it can play an integral part in any business strategy.
Mobile Marketing for Lead Generation and MoreGlennEndriga
1. Anatomy of an Engaging B2B Email Campaign
2. Getting Started
3. Creating Email Copy
4. The Landing Page
5. Test and Measure
6. Continuing the Conversation
This is an internet marketing campaign developed for Touch of Modern designed to improve its users' experience as well as increase conversion, net-sales, and acquisition.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
For over 8 years developing, Moore Corp has handled many case studies in Digital Market and got great experiences in consulting as well as developing Digital Advertising Campaign on multi-media channels such as Google ads, Facebook ads, Email Marketing, Ad network, Booking banner, PR booking. Besides, Moore Corp is a pioneer in leveraging Ads optimization technologies such as Aquisio, Criteo, Marketia and other DSP, SSP systems to optimize campaign effectiveness. Moore advantages are use of technology and insightful understanding in clients and industries to make stratergy, plan and optimize campaign of our partner.
Moreover, to follow Moore mission for enriching community's value, from 2014, Moore Corp is the sole Agency process Series in Digital Activities Report and Vietnam Digital Landscape which is free published and shared for Clients, Partner and Digital Community.
From 2015, Moore is positioning as Digital Marketing Agency focus on Performance Based Ads, which aims to being the Leading Performance Based Agency in Vietnam.
The transformation of Vietnam between 2005 and 2015 demonstrates the rapidly changing consumer marketing environment. The report highlights the ten Vietnam consumer market trends in 2016, impacting the purchase priorities of consumers in Vietnam.
Báo cáo hơn 60 trang nội dung về thị trường thương mại điện tử và thói quen người tiêu dùng Việt Nam. Mức độ thâm nhập Internet và sự phổ biến của smartphone khiến hành vi mua sắm của người tiêu dùng vô cùng thú vị.
In launching a product to Vietnamese consumer market, we often face the issue of “ where to sell.” In Vietnam, the traditional channel is dominant while the cultivation takes time.
On the other hand, the rapid growth of the Internet and mobile usage helps e-commerce to be established as new channel rapidly. This report illustrates all the details about Vietnamese E-commerce market and its consumers’ behaviors.
Vietnam Digital Landscape Q3/2015 by Moore CorporationMoore Corporation
Moore Corporation – a member of IREP (the largest SEM Agency in Japan - http://www.irep.co.jp/english/history.html), is a Digital Agency focus on Performance Based Adverting in Vietnam
With knowledge and experience, Moore Corp consults and implements Digital marketing campaign by using technology and industry knowledge to maximize the effectiveness of advertisement campaign with the motto: "Strategic solution, Effective concentration”
To follow Moore mission for enriching community's value, from 2014, Moore Corp is the sole Agency process Series of Digital Activities Report (http://moore.vn/tin-tuc/digital-report) and Vietnam Digital Landscape which is free published and shared for Clients, Partner and Digital Community
Find more about us and our work at: www.moore.vn
Appota’s Vietnam Mobile Report is published quarterly, offering key insights into Vietnam’s mobile landscape. Let us share with you some interesting trends in Q3, 2016.
1. Vietnam Mobile Device overview
2. Vietnam Mobile Users’ Behavior (Social, Game, Payment, Advertisement).
3. About Appota
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
Discover the tech trends to watch in 2016 based on our experience: Mobile Commerce, Social payments, Deep linking and App Ecosystem, Push notification, Smart home and Home Entertainment, Deep learning, Cognitive Computing, Smart Virtual Personal Assistants, Algorithms, Ambient Proximity, Ambient Interfaces, Intelligent Cameras, Personality Analytics, Big Data, Cloud Computing, Vertical Collaborative Software, Virtual Reality, Augmented Reality will change the way brands interact with their customers.
Minicifre della cultura 2012 in Italia, MiBACDario Salvelli
Musei, biblioteche, archivi, paesaggio, spettacolo, media, editoria, eccellenze del made in Italy, alta formazione e pratiche culturali degli italiani: la pubblicazione Minicifre della cultura 2012, curata dal Servizio Coordinamento e Studi del Ministero per i Beni e le Attività Culturali. A cura di Gangemi Editore.
This document presents We Are Social’s in-depth analysis of the numbers and trends contained in its two huge new studies of the global digital landscape: Digital in 2016 (which you can find at http://bit.ly/DSM2016DI) and the 2016 Digital Yearbook (which you can find at http://bit.ly/DSM2016YB).
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Admit it – you love the “Skip Ad” button on YouTube. You love to swipe your thumb past a Facebook ad. You love the option of installing ad blockers on your phone. And so does your customer.
By 2017, social network ad spending alone is expected to surpass banner ad spending for the first time. We are seeing an unprecedented rise in skippable ad formats that will drastically shift our approach to digital marketing over the next five years.
Join Chris Ferrel, digital strategy group head at The Richards Group, as he unpacks the skippable world of digital and how brands like Snapple, Mott’s, Sub-Zero, Wolf, and the Southeastern Conference future-proof their digital marketing strategies.
SXSW 2017
Our Skip Button Love Affair
Speaker: Christopher Ferrel
Digital Strategy Director
The Richards Group
Hyatt Regency Austin
Zilker Ballroom 1
March 14, 2017
11:00 AM
Primary Access: Platinum Badge, Interactive Badge
Secondary Access: Film Badge, Music Badge, Artist Wristband
Format: Solo
Event Type: Sessions
Track: Brands & Marketing
Level: Intermediate
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...Agence Tesla
Quite a huge 2014 year we saw for online marketing overall, and social media in particular. Politics have, again, played a huge rule (sometimes unwantonly) in creating new behaviors. In Asia in particular:
Modi's election in India made him the second most followed politician on Facebook. With 27m fans, he's just behind Obama (The New York Times).
The Hong Kong Protests, and fear of Chinese censorship or network surveillance, propelled a whole series of new behaviors and apps, such as FireChat, which does not require access to the 3G or 4G networks (check this superb webdocumentary).
In Indonesia, the presidential election who made Jokowi the new leader of the 250m population country also showed how strong Twitter was there. Indonesia now makes more than 15% of ALL tweets globally.
A lot of new features have popped-up on our top social media, and a few trends are emerging, such as:
The rise of social commerce with Buy Buttons (Twitter, FB) and in-app shops (especially in messaging apps), and even Money transfer on Twitter and WeChat. YES, we may get close to a world with less banks...
More self-destruct post features, following the success of Snapchat. Instagram has it with Bolt, Facebook adds it as a feature...
Native advertising will, hopefully, help us get rid of banners and low-level ads. Did you know AdBlock is now used by 5% of the world's internet users (Monday Note)?
How major brands and publishers are thinking about the broad digital space, b...Mike Parsons
Mike Parsons from Tribal DDB presents a snapshot of the big issues of marketing.
What are Chief Marketing Officers thinking?
How should my brand behave in a world of Facebook?
Is 2009 the year mobile marketing comes of age?
How can I have a meaningful ROI?
Interesting cases and thinking for digital marketing.
The present and future of the content marketing industry, by the editors of The Content Strategist. Trends, data, and best practices in brand publishing.
We are connected to others more than ever. It has more impact on the way everything revolves around. This document is my quest to address few possibilities in the future.
Social media continues to be a top area of interest for marketing and communications leaders around the world. Watch as Marshall reflects on some key trends from 2014, and looks ahead, identifying key trends in social media marketing for 2015 and making recommendations for how brands ought to respond.
Here's a workshop I gave on growth hacking. It's a presentation of 15 different practical startup growth hacks, plus a workshop session where we brainstorm how to market / grow 3 fictional startups.
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - MarchMike Corak
With digital in full bloom, it’s hard to keep on top of what’s hot and what’s not. Thankfully, as a brand marketers/managers and leaders it’s not your responsibility to be monitoring the rise and fall of the latest trends – it’s ours. As VP and GM of DAC Group, Louisville, Mike Corak wouldn’t be doing his job if he wasn’t up to speed on the real-world staying power of digital trends and tactics. From ‘Why customer experience needs to be a top concern’ to ‘Looking beyond the Googlesphere for unique traffic and sizing up the data hound’s bark vs. its bite’ – this session will expose false predictions and shine a light on performing trends that brands shouldn’t ignore.
At the AMA Cincinnati event, Mike, or Mr. Corak as he is addressed by no one, will share his top eight digital trends that deliver. Together you’ll walk through the best of what’s ahead in digital tactics while gaining insight and tips for real-world application in digital communications, roadmap creation, and opportunity optimization for performance.
And, there may be lasers. For real.
Digitz: Digital Trends Report - May 2016Azam J. Khan
This report is designed to give the readers an overview of the digital industry around the globe. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
With global economic slowdown looming, research shows many organisations are turning to mergers and acquisitions to achieve growth. Consequently, this creates a crucial inflection point for business and brand. It is one of those rare moments where brand rises to the top of the Executive agenda. The stakes are high, and failure to understand the role of brand in M&A is the most common reason for collapse.
Through real-life case studies, in this session we will share a unique approach from Ogilvy Consulting that answers the critical brand and naming questions, and how our approach can impact the long-term ability for an organisation to achieve its objectives.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation.
Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
Organisations need to be ready to confront the issues concerning a post-COVID–19 workplace. Business guidance and employee sentiment is changing rapidly. But, importantly, how we prepare our people and ensure we have plans in place to work together will be critical for recovery. Join us to explore how businesses can get ready and be best prepared to reintroduce employees to the workplace
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich.
Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
Key Digital Trends for 2016
1. Key Digital Trends for 2016
By Marshall Manson & James Whatley
@marshallmanson / @whatleydude
An Ogilvy Public Relations and Ogilvy & Mather Advertising collaboration
2. Introduction
!
!
Over the past few years, two of our Social@Ogilvy global
leaders, Marshall Manson and James Whatley, have
collaborated on a yearly trend report outlining both where
they believe the market is headed and what brands and
agency partners should do about it.!
!
This document, their third one in this series, is made up of
two parts: first, a review and assessment of the 2015
predictions from the previous outlook followed by a look
ahead to what the future holds for us all in 2016. !
!
Amusingly, both Marshall and James failed to predict their
mutual promotions in 2015. Marshall to CEO of Ogilvy PR
London, and James to Digital Director of Ogilvy & Mather
Advertising London. !
!
Congrats guys. !
3. Part 1: 2015 Trend Review
‘Did those two actually get anything right last time?’
4. 2015 Trend 1: Twitter Zero
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Last year we said: !
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5. 2015 Trend 1: Twitter Zero
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Last year we said: !
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Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
6. 2015 Trend 1: Twitter Zero
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Last year we said: !
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Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
7. 2015 Trend 1: Twitter Zero
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This year we saw:!
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8. 2015 Trend 1: Twitter Zero
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This year we saw:!
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Source: https://investor.twitterinc.com/results.cfm!
9. 2015 Trend 1: Twitter Zero
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This year we saw:!
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Source: https://investor.twitterinc.com/results.cfm!
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No new U.S. !
users in 2015!
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10. 2015 Trend 1: Twitter Zero
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As well as…!
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! Source: https://blog.twitter.com/2015/highlighting-the-best-of-twitter-for-you!
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11. 2015 Trend 1: Twitter Zero
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As well as…!
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Twitter launched !
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‘While you were away…’!
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Source: http://www.theguardian.com/technology/2015/jan/01/twitter-while-you-were-away-recap-feature!
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12. 2015 Trend 1: Twitter Zero
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As well as…!
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Source: https://blog.twitter.com/2015/moments-the-best-of-twitter-in-an-instant-0!
16. 2015 Trend 1: Twitter Zero
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One more thing! !
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Fresh in as we were going to press.!
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! Source: http://motherboard.vice.com/read/twitter-is-testing-timelines-that-arent-in-chronological-order?utm_source=mbtwitter!
17. 2015 Trend 1: Twitter Zero
!
One more thing! !
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More algorithmic testing…!
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Source: http://motherboard.vice.com/read/twitter-is-testing-timelines-that-arent-in-chronological-order?utm_source=mbtwitter!
20. 2015 Trend 2: The Video Royale
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Last year we said: !
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21. 2015 Trend 2: The Video Royale
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Last year we said: !
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Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
22. 2015 Trend 2: The Video Royale
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Last year we said: !
!
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Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
23. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
!
Source: http://www.adweek.com/news/technology/twitter-unleashes-autoplay-video-ads-100-viewability-promise-165366!
24. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
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Source: http://www.theverge.com/tech/2015/7/22/9015495/facebook-youtube-video-tools-publishers!
25. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
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Source: http://www.adweek.com/news/technology/instagram-debuts-30-second-video-ads-its-latest-pitch-big-brands-166767!
26. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
!
Source: https://medium.com/@hankgreen/theft-lies-and-facebook-video-656b0ffed369!
27. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
!
Source: https://medium.com/@hankgreen/theft-lies-and-facebook-video-656b0ffed369!
28. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
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!
!
!
Source: http://uk.businessinsider.com/facebook-copyright-infringement-facebook-content-id-celebrities-2015-5 !
29. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
!
Source: http://www.theverge.com/2015/2/27/8124955/power-rangers-short-goes-back-online!
30. 2015 Trend 2: The Video Royale
!
This year we saw: !
!
!
!
!
!
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Source: http://www.theverge.com/2015/2/27/8124955/power-rangers-short-goes-back-online!
31. 2015 Trend 3: Youth in the Digital Age
!
Last year we said: !
!
!
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32. 2015 Trend 3: Youth in the Digital Age
Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
!
Last year we said: !
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33. 2015 Trend 3: Youth in the Digital Age
Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
!
Last year we said: !
!
!
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34. 2015 Trend 3: Youth in the Digital Age
Source: http://techcrunch.com/2015/11/09/snapchat-reaches-6-billion-daily-videos-views-tripling-from-2-billion-in-may/!
!
This year we saw: !
!
!
!
35. 2015 Trend 3: Youth in the Digital Age
Source: http://www.statsy.co/charts/4!
!
This year we saw: !
!
!
!
36. Part 2: 2016 Trend Predictions
‘How will the plebs be using social in the future, Daddy?’
37. 2016 Trend 1: The Ad Blocker End Game
‘Don’t call it the Adblockalypse’
39. Ad Blocking: To Infinity and Beyond
Source: https://blog.pagefair.com/2015/ad-blocking-report/ !
Ad blocker usage is exploding. !
Up a huge 44% from Q2 2014 to the
same period, 2015!
!
+48% yoy in the U.S. and +35% yoy
across Europe (with Germany leading
the way globally)!
!
Mostly driven both by public
mindshare of Adblockers generally as
well as the rising market share of
Chrome for PC.!
!
!
(oh, and these measurements were taken before
Apple rolled out ad blocking in iOS9)!
!
40. The kids are OWNING this
Source: http://sourcepoint.com/comscore-and-sourcepoint-the-state-of-ad-blocking/!
And not just because they’re more comfortable with the tech. They are also more protective of
their privacy and much more sensitive to ‘ad bloat’ and the subsequent impact on load speeds. !
!
‘Our time is precious – don’t you dare waste it!’ !
41. And… wait for it… here comes Apple.
Rolling out towards the end of
2015, iOS9 included support for ad
blockers for the first time. !
!
Several ad blocking apps
immediately rose to the top
download spot in the App Store.!
Android has had ad blocker
support via specific browser apps
(but crucially unavailable in
Chrome – the OS default). !
!
We expect this last part to
change… !
42. ‘Get out of the way; get out of my life!’
We spoke before about how the primary
drivers are user desire for greater privacy
control and improved speed and efficiency.!
Users increasingly aware of page load
bloat driven by publishers using a range of
ad serving platforms. !
!
And as our screen sizes have shrunk – this
problem is only exacerbated further. !
!
Individual web pages are now averaging
more than 2mb. And since 2013 load times
have slowed by more than 20%.!
!
Source: http://marketingland.com/heres-a-briefer-about-the-top-ad-blockers-146686 !
43. Now it’s time for the ecosystem owners step in…
Building on the success of apps like Flipboard,
Apple and Facebook have both rolled out content
aggregation platforms designed to maximise
publishers’ reach while minimising disruption by
advertising. !
Facebook’s ‘Instant Articles’ has launched on iOS
and Android. With Facebook Notify following shortly
after… and Snapchat Stories and, and, and…!
Apple News launched with iOS9 with users
selecting preferred publishers or topics which are
then algorithmically optimised based on users’
consumption behaviour.!
Crucially: the ad experience is explicitly minimised.!
44. …and Network owners too
In the UK, leading mobile networks EE and
O2 have announced that they are exploring
network-level ad blocking.!
And, if successful, others, both locally and
globally, are sure to follow.!
The implication is clear: !
!
Mobile advertising is set to be increasingly
controlled and managed/blocked at every
possible point of intervention.!
!
The user (read: money) comes first.!
46. Defining The Ad Blocker End Game
The rise of ad blockers imperils traditional
models of digital marketing. Users are
consuming fewer banner ads. That decline is
likely soon to reach levels that severely
disrupt publishers’ existing advertising
revenue models. !
!
At this rate, the business model for content
marketing platforms (such as Outbrain) could
very well be in danger. !
!
Meanwhile, ecosystem owners’ efforts to
aggregate content and shape delivery to the
end user only threaten to further reduce
available online advertising space and, by
extension, effectiveness. !
48. Social Media Has Moved On
Digital Influence!
Community!
Building &
Management!
Microtargeting!
2003-2008! 2008-2014! 2014-????!
49. Focus on focused earned – aka: microtargeting content
To succeed, brands have to be present in consumers’ feeds. !
!
That’s not merely a Facebook, Twitter, or Apple News feed. It means earning attention -
space and scale wherever audience members choose to consume information. !
!
So content must be created and tuned against specific audience interests, preferences or
affiliations. We call this microtargeting, not because the audiences are small, but because
the interests are as focused as possible.!
!
Focusing on this type of earned also puts a premium on sharing and, by extension, word of
mouth, recommendations, and advocacy. !
!
When marketing efforts focus on the point of conversion, brands must pair content with
consumer intent, and deliver stories with purpose.!
50. Applying new principles for content success
Facebook Focus!
Test and Boost!
Content Optimised for !
“Earned” / Sharing!
Always-On!
Brand Led Content!
Community = Audience!
Multi-Platform!
Multi-Audience!
Selective, Timely, Relevant!
Driven by Audience Behaviour
and Preference!
Balance of Brand Led and
Audience Led Content!
Content Optimised for !
“Earned” / Sharing!
51. Trend 2: The Video R Evolution
‘Video is going to be massive next year’
– everybody, ever.
53. Background: The Video Royale rages on…
Trends don’t come and go
with the seasons. !
!
The Video Royale mega-battle
will continue.!
!
What’s more: freebooting is
not going away. !
!
!
!
!
!
Source: http://www.slideshare.net/socialogilvy/the-rise-of-multiplatform-video-why-brands-need-a-multiplatform-video-strategy!
Eg: in May 2015, an Ogilvy report found that 725 of the top 1000 Facebook videos were ‘ripped’
from YouTube and accounted for over 52.2m views in just 30 days. !
!
Combine that with more and more platforms launched their own video propositions – you can
literally find the same content by the same creators, everywhere. !
54. …which can and will only drive innovation
In a land grab for creating the best and most
innovative original content, the two big guns
have rolled out 360 video views. !
!
Facebook launched its offering back in
September with a STAR WARS: THE FORCE
AWAKENS tie-up. !
!
The experience allowed users to look around a
the Jakku desert from inside a fast-moving
speeder, passing crashed Empire ships and
observing passers-by – and all from the
comfort of your mobile phone. !
!
This example put 360 video viewing on the
map in a BIG way.!
! Source: https://www.facebook.com/StarWars/videos/1030579940326940/!
55. …which can and will only drive innovation
But did you know that YouTube got there first? !
!
Launching way back in March 2015 and
available on the most recent YouTube app
update across iOS and Android, YouTube 360
is available to all – and shares exactly the
same kind of interactive experience as the
Facebook one we’ve just discussed. !
!
Android users even get a ‘Cardboard this’
button baked into the UI – allowing users to
drop the video into their Google Cardboard VR
unit and watch it that way instead. !
!
Incredible. !
Source: https://www.facebook.com/StarWars/videos/1030579940326940/!
57. Defining The Video Evolution
Portrait video screening – or ‘edge to
edge’ viewing – is making a comeback
(you can thank/blame Snapchat for that).!
!
The proliferation and democratisation of
everything from drone technology, to 360
camera rigs, VR headsets and more –
will shape the evolution of video content
as we know it. !
!
In 2016, the way we not only consume
but also create video content is set to
change forever. !
!
In some instances it already has. !
!
The future of
video is already
here, it’s just
not very evenly
distributed...
59. There are two things you can do…
1: DON’T PANIC!
!
Between Sony’s PlayStationVR, HTC’s Valve,
Facebook’s Oculus Rift, Microsoft’s Hololens,
Samsung’s Gear VR, Google’s Cardboard -
and maybe even Google Glass 2.0…!
!
It is unquestionable that 2016 WILL be the
year of VR. !
!
But crucially, it will be the year of VR 1.0.!
!
And that’s really not something you should be
worried about…!
!
More: http://www.wareable.com/headgear/the-best-ar-and-vr-headsets!
60. There are two things you can do…
2: GO FOR THE EARLY PR VALUE !
!
If you’re a large media owner or client you
should speak to your agency or your platform
representative to explore what 360 video
options are available to you. !
!
360 rigs aren’t that expensive - you could buy
the cameras separately and 3D print the kit
you need – seriously!!
!
Check out the GoPro / YouTube partnership –
aka ‘Jump’ for inspiration. Or download the
Google Cardboard photography app for
Android and see what’s possible. !
!
! Source: https://www.google.co.uk/get/cardboard/jump/!
62. Background: we are hitting PEAK MILLENNIAL
Source: https://www.google.co.uk/trends/explore#q=millennials!
63. Client or agency: do you even know what you’re asking for?
How many briefs have you written / presented / given / received that, when you’ve got
to the section about ‘Who are we trying to reach?’ you’ve simply seen ‘Millennials’?!
!
Be honest – how many? !
!
‘Millennial’ is not only a cheap, lazy, and boring way to describe a homogenous group
of around 80 million people globally (seriously – they can’t ALL be into the same
things), but it’s also often predicated by a vast misunderstanding of exactly how old
this group actually is.!
!
!
So let’s be clear - !
!
!
65. Defining Gen Z
Born after 1995. !
!
Specifically not a Millennial. !
!
Or a sheep. !
!
Or yet another cast group of
people you can throw together as
one marketing cohort. !
!
If you’re reading this and you were
born during or after 1996 –
congratulations! You’re Gen Z! !
!
!
Source: http://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html!
66. Defining Gen Z
But if we’re going to insist at least giving them
some labels. Gen Z are: !
!
- Growing up with uncertainty!
- More socially aware than ever!
- Finding new causes to fight for!
- In the habit of hacking systems!
- Not conforming to subcultures!
- Rejecting traditional routes!
- Not standing for ignorance!
!
In short: they’re staring at an uncertain world and
want to make a difference in their own terms. !
!
!
68. Stop homogenising
One brand new cohort does not a new and exciting brand audience make. Neither
does an age range. Find a consumer truth, an insight, and blow that out into audience
research and consumer marketing. !
!
Saying ‘Millennial’ or ‘Gen z’ just won’t cut it. !
!
If you get (or write) a brief saying ‘We want to speak to Gen Z’ – push back, hard, and
find out what the consumer truth or insight is that makes this ‘audience’ relevant to you.!
!
Yes this is an audience that is different – so very different – to the [millennial] group
before it but by its own definition, they will not stand to be bundled together and force-
fed bland marketing messages ‘built for Gen Z’.!
!
Consider it a call to arms, if you will. !
72. Content marketers have a lot to learn (from Buzzfeed)
Marketers are obsessed with content but oddly only
measure effectiveness by website statistics.!
!
Yet when it comes to [arguably one the world’s best
content marketer] Buzzfeed, of the 18.5b impressions it
receives every month only 2% of those are on its website. !
!
The content publishers of this world are no longer
focusing on publishing links back to their homepages. !
!
Is web traffic over? Probably not. But the days of linking
every single piece of content back to your website are
coming to an end. !
!
Think on that for a while. !
http://www.stickycontent.com/blog/content-culture-in-the-uk-sticky-content-survey-results!
http://recode.net/2015/10/26/for-buzzfeed-five-billion-views-are-worth-more-than-18-billion-impressions/!
74. Twitter usage is declining (probably)
We don’t have quite enough data to be categorical, so we’re admitting that we might be wrong,
BUT what we can see suggests the following:!
!
• According to Twitter’s own measurement: Daily Active User (DAU) and Monthly Active User
(MAU) growth has plateaued. !
• One thing Twitter doesn’t report is average daily frequency. That is, the number of times per
day that a user accesses the platform – and we suspect that it’s declining. Precipitously. !
• Anecdotally, in Twitter’s heyday, core users were on the platform constantly. Casual users
checked things out a few times a day. But these days, our observations suggest users are
accessing the platform only once or twice a day. !
If this were true, the DAU and MAU would remain roughly stable, while the number of
impressions delivered per post would decline. !
!
– and that’s exactly what we believe is happening.!
75. And Facebook is attacking its Customer Service Value
Additionally, Facebook is aggressively
pushing its Messenger platform as an
effective forum for 1-2-1 customer
service interactions. !
!
Early reports are positive. !
!
Of course, Twitter is the go-to platform
for customers to escalate complaints,
but what if Facebook undermines this
positioning over time?!
!
Twitter’s place in the social media
landscape could begin to erode very
quickly indeed… !
76. Bonus III: Influencer as Media Outlet
Nathan Barley* would be proud.
*Google him, you’ll see.
77. Spot talent, buy talent.
We’ve seen some of this already but…!
!
• Connecting brands with content talent ranging from YouTubers to Instagrammers is
the new agency oil – and middle man agencies are popping up all over the place. !
• From the well established (and now Disney-owned) Maker Studios to newly minted
The & Collective from WPP, content talent agencies are appearing all over the place
and while this isn’t new news – expect this to be a fully-fledged and perhaps highly
lucrative part of the marcomms industry come the New Year. !
!
!
!
79. Thank you.
!
Thank you so much for reading and (we hope)
enjoying. Please do share this along and, if you have
any questions, comments, builds, or even vehement
disagreements then please do not hesitate to get in
touch – we’d love to hear from you. !
!
Marshall Manson !
@marshallmanson!
marshall.manson@ogilvy.com!
!
!
James Whatley!
@whatleydude!
james.whatley@ogilvy.com !
!
!
!