Online marketing trends

Online marketing
trends!
Joaquin Hermoso | joaquin@elcorreodeagr.com!


Introduction!
In Spain brands are still mostly using digital as a
mere new channel to communicate to consumers
–just like TV or radio.!
But consumers are using digital beyond a new
channel; for them itʼs a persistent layer of their
daily lives. All media are now digital and all
experiences can be digital too. And brands who
realize this and use the digital media to behave
like one more actor, humble and providing useful
experiences and information and surprising
consumers, will ﬁnd a great opportunity in the
new digital era.!


Introduction!
The coming years are shaping up to be an exciting
time for consumers and brands alike.!
Consumers will have access to more relevant and
timely information, and

!

Brands will be better informed and!
empowered to develop the rich experiences that
establish and nurture strong!
relationships with consumers.!


1. Moxieʼs top ten!


Moxieʼs Top Ten!
Every year, Moxie compiles a Top Ten List
exploring the trends impacting the way consumers
engage in the digital space and the way
businesses function there.!
To get insight into where digital marketing is
headed, we plant ourselves at the intersection of
cultural change, technological progress and our
clientsʼ business goals. This position gives us the
perspective we need to develop a kind of roadmap
for marketers; a guide for navigating the evershifting digital landscape. !

Cultural
change

Technological
progress

Business
Goals


Moxieʼs Top Ten!
Before looking into the future, letʼs reflect on two key digital developments from
2012-2013 that will profoundly impact the way the future unfolds:!

1)!

Mobile has arrived. Mobile has gone
mainstream in Spain, with 63% of all mobiles
being Smartphones and the highest Smartphone
penetration in the EU in 2012. This sets the stage
for its continued evolution, with greater emphasis
on location-based technology, near-field
communications and even mobile sensors.
Thanks to Smartphones, users are connected
24/7 and their digital and social lives are more
active than ever. !

63,2% of all mobiles in Spain
are Smartphones!
63%!

Spain is the 1st EU country in
Smartphone penetrarion!

it
2)! Big data has finally gotten the respect successfully
deserves. Businesses have actively and
begun to harness the data consumers leave behind.
And this is only the beginning There is a huge
opportunity at brands finding innovative ways to make
use of interest data (how people are linked to
interests), social data (how people are linked to each
other) and purchase data (how people are linked to
purchases).!
Sources: - Moxie. The 2013 Perspective: Ten trends changing the digital landscape!
!
- Telefónica: “La Sociedad de la información en España” 2013
!! Joaquin Hermoso | joaquin@elcorreodeagr.com!

1. Native advertising!
Native advertising may announce the death of traditional, interruptive media.
In the digital world we ought to develop brand creative in a format “natural
to the media channel being used.!
•  Native advertising such as paid search results in Google, Facebook sponsored stories and
Tweeterʼs promoted tweets will spill into more social and emerging platforms.!
 There is a great opportunity for creative native advertising solutions that tap into the
large, engaged audiences of networks like FB, Twitter, Tumblr, Pinterest, Mi Nube, etc.!
 Native advertising solves the conﬂict between user experience and connecting with a
large audience; but brands have to align their ads with the platform in appearance
and experience. A content that resonates on Twitter is not the same that works on FB or
Tumblr. !
Aggressive messaging is unwelcome. But
consumers allow brands to change their
behaviours and conform to the new digital reality.!
Brands will require a deeper understanding of the
digital networks. Next years will see an increase
in native advertising content over Smartphone
Apps, status updates, photos and videos.!

Source: Moxie. The 2013 Perspective: Ten trends changing the digital landscape!


2. Remote possibilities!
Wireless communication between devices is making it possible for our
mobiles to act as remote controls for everything from TVs to cars.!
•  In the coming years, brands will need to begin exploring ways to tap into the remote control
lifestyle. For some companies, this means looking at how Internet connectivity can be integrated
into existing products or wrapped into an app experience. Other brands will need to observe how
connected devices change the purchase path to make shopping a “remote” experience that
allows consumers to solve problems before they walk into the store.!
•  Meanwhile, all brands will beneﬁt from the mobile device acting as a third screen. Marrying TV
and mobile into a uniﬁed experience across devices can result in more engaging marketing
campaigns. By developing robust multi-screen marketing experiences, brands and advertisers will
be able to tap into the remote control trend without breaking the bank on new product
development.!

The Wii U is a handheld gaming
console with a GamePad controller,
touch screen display, HD graphics,
NFC capabilities and more.

Nest is a programmable thermostat
that automatically adjusts the
temperature according to the userʼs
schedule, and can be accessed via
mobile.

Zipcarʼs mobile app allows users to
view and reserve available Zipcars in
the area. The app also acts as a
remote to lock/unlock car doors.



3. Niche Apps

(1/2)!

The idea of the “long tail” is applied to the apps market. Consumers of
varied hobbies, interests and tastes have pursued personal portfolios of
apps that can meet essentially every need.!
•  Pros: Fortunately for brands, these apps
are driving increased time spent with mobile
media. !

•  Cons: Unfortunately, the fragmentation
raises barriers to reaching scale and mobile
advertising effectiveness.!

Brands will be, however, able to take multiple approaches to
reaching niche app audiences in coming years."
Possible approaches:!
Untappd is a social app
that allows users to
share the type of beer
theyʼre drinking and
where theyʼre drinking
it. Users unlock badges
and deals as they
explore new beers and
locations."

1) Identify emerging leaders in the niche app
space to build a closer connection to a
new audience. Beer marketers are a great
example. They have pursued audiences via
apps like Untappd and Pintley, which are
“check in” apps that track the different beers
the user has tried. Breweries can develop
badges and incentivize trial through the
points system in these apps. !


3. Niche Apps

(2/2)!

Possible approaches:!
2) Work with platforms rather than with niche apps &
give discounts and beneﬁts to consumers: An
example of a success story in the the US is Cellﬁre, a
company that distributes loyalty card cupons through its
own apps. It also opens their API so other shopper
apps can deliver deals to their smaller audiences. !
!In Madrid, Danone recently launched a Campaign in
Metro station Callao to teach consumers how to get
cupons and discounts on Danone products through
their App “Alimenta Sonrisas”.!
Brands will need to keep an eye on the long tail of mobile communities in the same
way theyʼve monitored social networks in the past. Understanding these emerging
digital behaviors will give businesses an upper hand in adjusting to consumer
demands for products and services in the years ahead.!
Consumers will be less inclined to show off their latest Apps discoveries as in
previous years; they will care most about what the app can really do for them. Apps
that provide richer, deeper experiences or information will draw users because they
provide something new within the context of the familiar.!



4. More & better video

(1/2)!

Video will fast become a two-way medium across all platforms delivering
richer, more informative experiences.!
• 

The rise of YouTube channels, interactive video formats, and a shift toward online and
mobile video sources will make video more effective and targetable than it was in past
years.!

• 

Consumers have gradually become more active in their video viewing experience. They
bring more sophisticated expectations: from being able to move from one screen to the
next, to being fully entertained, to having their questions answered instantaneously.!

• 

Applying data, dynamic creative and interactive features will drive the evolution of online
video advertising in the coming years. Some growing video trends: !
 Personalized video: Online video is a test bed for experimenting with the promise of
personalized and more engaging video creative. The same data-driven approach that
has produced dynamic banner advertising is becoming realistic for online video
advertising as well. Companies like Eyeview are driving innovation in dynamic,
personalized video advertising by combining ﬁrst party, third party and social data to
tailor messages to individual viewers at scale.!
 Cross-platform applications: Companies like TapAd are making it possible to track
viewer exposure to ads across phones, laptops, and connected TVs. Connected TV
ad networks are also expanding their reach into more households, opening up
viewers to new forms of video content and exposing them to more video ads. !


4. More & better video

(2/2)!

 Interactive video: In coming years brands will experiment with fully interactive
features, combined with an industry-wide standard that can guarantee scalable reach
of interactive video advertisements. Interactive video standards are also driving new
methods of engaging with video. Interactive video standards like VAST and VPAID,
which establish protocols for publishers and brands looking to utilize interactive video,
allow brands to create rich video advertisements and are driving new methods for
engagement. !

Eyeview is video advertising technology
that can render hundreds of thousands
of videos on the ﬂy using a single video
spot, then serve them dynamically.

Mozilla Popcorn Maker is a free online
video editing platform whose drag-anddrop interface facilitates easy video
sharing.



5. Better use of big data

(1/2)!

In the coming years brandsʼ concern wonʼt be whether or not to leverage big
data, but how to apply it intelligently in order to solve business problems
and fulﬁll real consumer needs. !
• 

Businesses have ﬁgured out how to use data to drive immediate results, but it often
comes at the expense of an optimal user experience. Consumers want the right
information at the right time – and thatʼs where consumers and businesses can help
each other out. !
 On one hand, brands will need to make sure they are capturing and applying data to
expand their market reach.!
  On the other hand, companies will have to be intelligent o how they use this data.
They must avoid abusing the data and using it to create messaging that angers
consumers.!

• 

Brands will seek into opportunities to use the retailersʼ usefull data (for example from
online supermarkets or other stores with a target market aligned to CCC brands). As a
result some retailers will increasingly become key partners for brands in the digital
marketing space. Thus the success story of Amazon could be replicated to other sector
(such as beer or FMCG) as online purchasing grows in the Cannary Islands; to help
brands taking the leap in communicating effectively to prospects. !

• 

Open access to reliable purchase data will alter the way agencies, brands and
publishers approach consumer targeting.!



5. Better use of big data
• 

With Googleʼs move into
digital goods through
Google Play, combined
with the rollout of Google
Wallet, the company is
also moving into the
shopper proﬁling space
with more ammunition
than ever before. In the
US, for instance, Walmart
Labs utilizes Walmartʼs
data to build new digital
experiences for shoppers.!
!

(2/2)!

In the US Neiman Marcusʼ NM Service app
adds a personalized boutique experience to
stores. The app automatically alerts sales
associates when users enter the store and
provides them with their purchase histories.

Google Play is Googleʼs new
digital shop for apps, music,
books, and movie rentals for
Android devices. "

!!
Consumers expect a certain level of personalization from brands today. They expect
brands to know them and anticipate their tastes and needs. Consumers are eager to
adopt services and engage with brands that use data to give them more control
over, and simplify the path to purchase.!
We shall expect shopper proﬁling to become a major force in improving campaign
ROI, driving business results, and proving the value of big data in coming years.!



6. Curated Media!
A new breed of curators is taking content from
multiple sources and boradcasting it in a way that
builds audiences on top of niche content.!
As the volume of created and shared content grows
exponentially, curators are becoming increasingly important.
Consumers are looking to digital influencers to filter through the
noise and highlight the content they should engage with. !

M AZ is a digital publishing platform that allows
publishers to create their own iPad apps. With
the Clippings feature, readers can clip any
digital content and share directly to Facebook,
Twitter and Pinterest."

In order to benefit from this trend, brands will need to take
two approaches:!
•  They must expand their definition of “digital influencer”
beyond bloggers and active Twitter users. There will be
new social platforms that might have big impact on
consumers (YouTube, Instagram, Tumblr and Pinterest,
have already big impact in some countries). Curators
might be on platforms your brand isnʼt paying enough
attention.!
•  Brands themselves can begin to behave more like
curators, creating a deeper relationship with consumers
as they become alternative sources of great digital
content.!

Machinima.com is a gaming and media streaming
hub that provides comprehensive gaming-focused
programming. The number one entertainment
channel on YouTube, it has over 5 million
subscribers and over 3.7 billion video views."



7. Mobile Wallets

(1/2)!

In coming years, more consumers than ever before will use
their mobile phones as wallets.!

Platforms like ISIS or Google Wallet™ are
simplifying the checkout process and utilizing
purchase data to make shopper loyalty
programs and coupon redemption more
convenient.!
Companies like Lexus and Samsung have
used NFC technology in print and outdoor
campaigns to interact with users with
supported smartphones. Samsungʼs outdoor
ads link users directly to videos, music, and
other content. Lexus used NFC-enabled print
ads to trigger a mobile experience that
integrated with the print creative.!

Source: - Moxie. The 2013 Perspective: Ten trends changing the digital landscape!
!
- Phoneworld.com “Replace your wallets with smartphones” 2013!

7. Mobile Wallets

(2/2)!

Google Wallet™ securely stores credit
and debit cards, offers"
and loyalty cards. Some devices offer
NFC capabilities so users can tap to
pay in participating stores."

V .Me has partnered with 53 banks and 23
retailers to allow
customers to purchase items online using
an ID and password.

Tabbedout is a mobile payment app for bars and
restaurants in the US."
It captures a customerʼs order history to help establish a"
proﬁle. Users can pay and tip directly from the app and
get personalized deals based on preferences or
previous purchases."



8. Real Timeliness!
Brands will need to embrace the development of!
relevant, super-timely content to meet the needs of the
“always on” consumer.!
To fulﬁll these demands, brands will have to take a
newsroom approach to content marketing. !
Consumers are accustomed to "Internet time", where
they can access information instantly and participate.!
An “always on” marketing approach helps build
authenticity and more engaged brand communities.!

The Oreo Daily Twist campaign was a series of
creative Oreo portraits highlighting holidays, major
events and news stories."
The daily twist honoring the birth of Shin Shin, the
Chinese Panda, garnered 52,346 likes and 8,220
shares."

Nike capitalized on the 2012 Olympic Games in the US by sending out"
promoted tweets via its Jordan brand during different events."



9. Virtual Assistants

(1/2)!

Virtual assistants will have a huge impact on how consumers search for and
discover content online.!

The application of big data sets to virtual
assistant technology will drive the industry
forward in the coming years. Natural language
processing (such as Appleʼs Siri) will improve
speech recognition. Machine vision algorithms
will improve image recognition. Dynamic content,
like the codes in Appleʼs Passbook and trafﬁc
prediction in Google Now, will also build greater
consumer adoption and afﬁnity for virtual
assistants.!
Due to the mass adoption of other Google
services like Gmail and Maps, the company has
been able to create a virtual assistant platform
that better anticipates usersʼ needs and
improves its recommendations every time it is
used.!

A Catapult “Shopper Lab” study showed that shoppers were
most interested in using Siri to assist in purchases in the food
and groceries (44%), electronics (39%), and clothing
categories (33%)."


.!


9. Virtual Assistants

(2/2)!

The growing demand for indoor maps will also
create new opportunities to help customers ﬁnd
the products theyʼre looking for, and create more
user-friendly shopping experiences.!
Users want tools that help them self-manage
and explore. Time-starved consumers want
to make the most of every moment and every
experience. !
The result: brands will begin to effectively
apply data in order to develop their own
approaches to assisting consumers digitally
and anticipating their needs. !

Waze is a free mobile GPS app that allows drivers to
build and use live maps with real-time trafﬁc updates
and turn-by-turn navigation."

Virtual assistant applications wonʼt just be handy
customer service tools, but important products
that add value and build loyalty with brands.!
IFTTT is a service that allows users to automate tasks"
among different platforms. E.g., if user uploads a photo"
to Instagram, it will also send the images to Dropbox."


10. Think Globally

(1/2)!

Brands will need to!
think beyond generational demographics when developing new ideas!
to ensure broader relevance.!
In coming years, brands and agencies will need to learn the new language of the Web by turning to
international audiences to gain a comprehensive understanding of how digital media is changing the
way people all over the world interact.!
Technology is also removing barriers to communicating ideas globally. Advances in translation
software have resulted in real-time translation apps, augmented reality text translation, and a
globalized media diet that exposes people to new ideas.!
Multicultural marketers will also begin to gain a better understanding of the nuances of different
cultural groups on social media and other emerging platforms.!
Consumers are looking at the emergence of a truly global internet. Content can come from
everywhere, as experiences.!
Brands will be able to gain deeper insights into how different cultures approach social media, what
theyʼre comfortable sharing online, and preferences for interacting with brands digitally.!



10. Think Globally

(2/2)!

In October, Microsoft® presented its new automatic translation
software. Spoken English (for example) is translated directly into
Mandarin text, then into spoken Mandarin, which can then be"
rendered to sound like the speakerʼs own voice."

Burberry has integrated digital technology into its entire
ﬂagship store in London. Videos play as customers walk by
screens, and RFID tags attached to clothing provide
product information."



2. Digital consumersʼ trends!


Digital consumersʼ trends!
1.- Empowered and demanding (1/2)!
The new digital consumer will be more empowered than ever to decide what they want at the
moment of consumption. !

Seamless channel experience!
Consumers are most comfortable when combining “the best of both worlds.” They are
channel agnostic. They want the speed and convenience of an online purchase, coupled with
a more broadening, satisfying and social experience. They seek a full and enriching customer
experience, as well as a stimulating “touch and feel” environment that still takes them to a
“different world.”!

Savvy and empowered!
Consumersʼ power has increased through technology advances. With access to vast
amounts of information, they are empowered to ﬁnd almost anything online, making them
savvy consumers, proud in knowing how to compare prices, read reviews, and get tips from
blogs. Along with their distrust of authority and cynicism toward advertising, they like the
independence they receive by making their own decisions.!

Source: Amadeus 2013 (“Trending with NextGen traveler”)


1.- Empowered and demanding (2/2)!
Reliable brand prescriber!
Brands can play an essential role in a world that lacks reliable references. Leading brands are
those that make consumers feel special and unique, and offer trendy ideas and aspirational
activities. This leads to strong rapport and trust, which builds more secure emotional bonds
and create loyal customers. !

Cross screens and ubiquity!
Content is liquid and the touch point with consumer moves from one screen to another.
Tablets, smartphones, PC, smart TV... the new shopper owns the decision of where and when
consume the content. A unique campaign based in detailing the strengths and values, the
storytelling of their products must be adapted and explained properly to new audiences
across screens. The use of transmedia storytelling will be a must in the coming years. !



2.- Social interaction: Complete social integration will power the future (1/2)!
Socializing is innate to the Canarian consumer. They like to be in contact with others,
sharing experiences and hobbies that reﬂect how they want to be viewed by peers. Mobile
adds to their 24/7 connected lifestyle. Digital consumers have a “digital personality” that
evolves and matures with time –just as their real personality does. Access to unlimited
information has major implications for retail. !

Project personality!
Smart consumers donʼt just want to be a number; they want to be valued as individuals. They
have online “personalities” showcased through their photos, friends, interests and hobbies.
Consumers are more transparent than ever; understanding and engaging with them is now a
real possibility.!

Personalized brand content!
Engage consumers with personal content. Success cannot be gauged by the number of likes/
followers a brand has, but rather engagement with its audience. New consumers want content
that adds value and supports them like a friend in a group. This personalized interaction is key
to relationship building.!



2.- Social interaction: Complete social integration will power the future (2/2)!
Social media is the “personal assistant” to their social life!
Social networks inform consumers about relevant news, enable them to share photos,
communicate with friends, and invite others to events. Blogs and forums provide a platform for
communication among brands, peers and experts who can provide purchasing and decisionmaking advice.!

Stay connected!
For todayʼs ever-connected consumers, a world of amazing opportunity abounds. Consumers
now demand interaction on a regular basis just as they do with friends. Brands must become
part of their social circle and serve as the “go-to guy” for any shopping-related question.!

Across borders!
One barrier for tourists is the cost of using a mobile device when travelling to the Canary
Islands. While limitations still exist, giving those the opportunities to still engage with content
will create happy consumers. This includes making information pre-downloadable, available
ofﬂine, or “light” for limited data usage. !



3.- Finding the unfound, telling the untold, searching for uniqueness!
Digital consumers want authenticity, and search for products, experiences and information
that deliver “something different” and do not duplicate what they already have or know. They
also want content and experiences specifically tailored to them, not intended for mass
consumption.!

Co-creation!
Positive collaboration between both the digital consumers and brand will lead to an increased
overall experience. BRands can help by adding value through collaboration with the consumer
in a personal way to improve their personal experiences -social or related to beer
consumption.!

Inspiration – not dictation!
Digital consumers have strong opinions about what they want, but are equally open to ideas
and suggestions. Similar to co-creation, the best way to build strong, long-lasting relationships
with consumers is to inspire them with activities that are different from the “typical consumer”. !

Personal fulfillment and growth!
Every experience must enhance a person and fulfil needs and expectations. Because digital
consumers crave uniqueness, the opportunity to improve themselves becomes more
compelling than ever. Being able to pinpoint unique consumption or social experiences will
develop rapport, longevity and loyalty to our brands.!


Annex 1. Infografía del consumo móvil
en España – septiembre de 2013!


Infografía del consumo móvil!

Source: Mobile Marketing Association. September 2013

Madrid
C/ San Lorenzo 11
28004 Madrid. Spain
Tel. +34 913 350 360
Valencia
Calle Moratín 17 - 5º
46002 Valencia. Spain
Tel. +34 963 47 43 42
joaquin@elcorreodeagr.com
www.lawebdeagr.com


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