Traffic and Conversion Summit 2017 presentation about the current trends in marketing and how to deal with the challenges posed by AdBlocking, non-viewable ads, bad bot traffic and more
A quick journey across brands, industries and people.
TCS: Trend Based Marketing - Tomorrow's Campaigns Today
1. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
#tcs2017 facebook.com/RolandFrasierPage
2. Trendwatching.com
is an excellent
source of info on
innovations and
trends across all
industries
#DRA @RolandFrasier Source: TrendWatching.com
STATUS
SEEKERS
HELPFULL
PLAYSUMERS
YOUNIVERSE
BETTERMENT
JOYNING
EPHEMERAL
LOCAL LOVE
HUMAN BRANDS
POST-
DEMOGRAPHIC
FUZZYNOMICS
UBITECH
BETTER
BUSINESS
REMAPPED
PRICING
PANDEMONIUM
INFOLUST
Source: TrendWatching.com
3. Basic Needs & Wants
• Excitement
• Honesty
• Connection
• Self-Improvement
• Social Status
• Social Interaction
• Identity
• Transparency
• Fairness
• Creativity
• Entertainment
• Relevance
• Love
• Simplicity
• Recognition
• Security
Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
4. Trend Driven New Product Opportunities
A new expectation about a basic human
need, want or desire…
Driven by shifts (urban transition, aging
populations, climate change) + triggers
(new tech, political events, economics,
environmental incidents, etc.), that are…
Creating innovations (start-ups, new
products, services, experiences, and
marketing campaigns)
Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
5. Expectation Gaps
Ever higher customer expectations applied
ruthlessly to every purchasing decision…
Rising quality
Positive impact
Personal expression
Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage
6. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
12. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
13. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.Branded Content
Partnerships #tcs2017 facebook.com/RolandFrasierPage
14. Tomorrow’s Campaigns Should… Create Branded Content
With Publishers
#tcs2017 facebook.com/RolandFrasierPage
“Hard Won”ThrillList + Smith & Forge Hard Cider
Source: http://adage.com/article/agency-viewpoint/10-branded-content-partnerships-2016/307284
15. Resource: BrandTale.com
Matching + Leaderboards
#tcs2017 facebook.com/RolandFrasierPage
72% of marketers think branded
content is more effective than
magazine advertisements.
Source: Custom Content Council
16. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.Influencer
Partnerships #tcs2017 facebook.com/RolandFrasierPage
17. Tomorrow’s Campaigns Should… Involve Your Audience’s
Influencers In Messaging + Content
#tcs2017 facebook.com/RolandFrasierPage
On average,businesses generate
$6.50 in revenue for each $1
invested in influencer marketing.
(Source: ConvinceAndConvert.com)
19. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.Content +
Commerce #tcs2017 facebook.com/RolandFrasierPage
20. Tomorrow’s Campaigns Should…
Embrace Shoppable Content
#tcs2017 facebook.com/RolandFrasierPage
Traditional ecommerce discovery requires the buyer
to identify + find the product before buying it.
Shoppable content shortens the path from discovery
to sale by eliminating the“identify + find”stages.
So… Make Your Photography
Shoppable
30. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
CTAAttribution
#tcs2017 facebook.com/RolandFrasierPage
32. Tomorrow’s Campaigns Should…Track Campaign
Performance Using CTAAttribution
#tcs2017 facebook.com/RolandFrasierPage
Series Of Offers
Theme + # Promos
Fun Coupon Codes
“SUITUP25”“KNEEDEEP25”
Current Event Connection
34. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
New Ad Units
#tcs2017 facebook.com/RolandFrasierPage
35. Fewer Ad Units + Aspect Ratio Based Ad Sizes
#tcs2017 facebook.com/RolandFrasierPage
Responsive ads eliminate pixel re-sizing across formats
Source: https://www.iab.com
36. Fewer Ad Units + Apect Ratio Based Ad Sizes
#tcs2017 facebook.com/RolandFrasierPage
LEAN ad framework
37. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
38. #tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage
• Watch for IAB to bring roll these out in 2017
• Use these new aspect ratio ad creatives as soon as you can
in your marketing to…
– Reduce demands on ad creative team
– Flatten ad file sizes and speed site loads
– Ensure all your ads are responsive + mobile-friendly
39. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Conversational
Commerce
#tcs2017 facebook.com/RolandFrasierPage
46. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
74. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
78. What You Can Do…
#tcs2017 facebook.com/RolandFrasierPage
• Use emoticodes to make your products shoppable via emoji
• Build branded emoji + use them in conversations
• Start integrating emoji into your marketing + ad campaigns
• Test emoji ads on platforms like Emogi Wink (Kik only now)
• Try telling brand stories with emoji
• Create emoji based physical premiums, tripwires + products
79. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Augmented
Retail
#tcs2017 facebook.com/RolandFrasierPage
85. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
86. What You Can Do…
#tcs2017 facebook.com/RolandFrasierPage
• Add AR/VR In Your Customer Journey
• Install VR Product Experiences In High Traffic Areas
• Place VR Demos + Walkthroughts @ Trade Shows,
Conferences + Pop-Up Stores
• Build Apps Like Wayfair For Campaigns To Future Pace
Product Placement In Home/On Person
87. What You Can Do…
#tcs2017 facebook.com/RolandFrasierPage
• Watch for + piggyback on trending AR apps (like PokemonGo)
– Discover geo-placement (e.g. gym or hot spot) hacks
– Investigate geo-sponsorship opportunities
• Create your own AR app or use a solution like Holition or Augment to…
– Let your customer try it on, e.g. make-up, clothes, glasses before they
buy it.
– Place the product they are considering in their own home, office, etc.
88. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Virtual Reality#tcs2017 facebook.com/RolandFrasierPage
90. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Live-Streaming
#tcs2017 facebook.com/RolandFrasierPage
94. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
95. #tcs2017 facebook.com/RolandFrasierPage
• Start a livestream
– Stream behind the scenes at events
– Stream product creation + manufacture
– Stream how-to content and interviews
• Experiment with your own mid-roll ads in your stream
• Keep an eye out for Facebook’s new livestream ad formats
96. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Wearables #tcs2017 facebook.com/RolandFrasierPage
97.
98. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Wearables #tcs2017 facebook.com/RolandFrasierPage
99. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
100. #tcs2017 facebook.com/RolandFrasierPage
Get Your Brand On Snapchat!
Create Branded Auto Follow Drone Content + Demos
Sponsor Auto Follow Drone UGC Contests + Reviews
Post Spectacles Branded AR Content
Have Customers Create Spectacles UGC Snaps
Tell Brand + Customer + Influencer Stories Via AFD + Spectacles
Promote AFD + Spectacles Giveaways
101. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
eSports #tcs2017 facebook.com/RolandFrasierPage
103. Source: Newzoo 2016 Global eSports Market Report #tcs2017 facebook.com/RolandFrasierPage
104. Source: Newzoo 2016 Global eSports Market Report #tcs2017 facebook.com/RolandFrasierPage
eSports Stars Are Becoming
Mainstream With Earnings
To Match
110. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
111. Source: Activate WSJD Tech+Media Outlook 2017 #tcs2017 facebook.com/RolandFrasierPage
115. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Personalization #tcs2017 facebook.com/RolandFrasierPage
117. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
118. #tcs2017 facebook.com/RolandFrasierPage
Run personalized campaigns based on behavior and analytics. Try a
too like SiteSpect.com or ConversantMedia.com for this
Ask how you can personalize your products or services for your
customer
Let customers design the product online (Builder Apps)
Let customers customize the product online (Rayban, Nike)
Engrave, etch, print or embroider customer’s name/initials
119. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
#tcs2017 facebook.com/RolandFrasierPage
120. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
#tcs2017 facebook.com/RolandFrasierPage
Thank You
Slideshare.com/RolandFrasier