A presentation given to the Wake Forest Baptist Health Marketing Department. It takes a critical look at the role of media and technology and covers a wide variety of media, technology and consumer trends for 2018 and beyond with an emphasis on how they affect healthcare marketing.

2. There will be a
few sub-trends
around
Healthcare too!

3. Why Look at Trends?

4. Executives Feel Unprepared for
these Major Trends

5. Purpose Driven Branding in the Age
of CynicismPop Culture’s Influence on Media and Brands

6. The Culture-Media-Technology Tidal Wave
Culture, Generational Change and How Consumers React to Brands and
Advertising are Evolving

7. What is Media?
How should this trend be applied?
How do trends affect how we look at
media and messaging?

9. Rising Tide of Consumer Cynicism
The Fallacy of Digital Dominance
Altering Reality
Generation Nation Z
Higher High Speed Networks
Streaming’s Dominance
Audio Branding
Artificial Intelligence
The End of Net Neutrality
Consumer Tracking and Trust
Amazon Invasion

10. Rising tide of
consumer cynicism

12. Manipulation of Social Media

13. People Tend to Live in Their Own
Reality Cocoon

14. Facebook: Time Well Spent?

15. Purpose Driven Branding Bandwagon Fail
“Consumers are increasingly cynical of brands and
advertising, with ‘big business’ scandals and
“arrogance” around brand purpose to blame.”
37% trust brands less than they used to compared to
only 7% who trust more
Trinity Mirror Study, 2017

16. Purpose Yes…But What Was it
for?
International Women’s Day

17. Fearless Girl Case Study

18. Fake Corporate Feminism?
From State Street Global Advisors

19. Brand Purpose Fail: Pepsi

21. Better: Heineken
World’s Apart

23. SOCIAL MEDIA INFLUENCE IS GROWING
Social Media…News?

24. What Type of Ads do Consumers
Trust?

25. Is Trust Actually Rising?

26. Digital Doomsday

27. The Fallacy of Digital Dominance

28. Will the Digital Bubble Burst?

29. Traditional Media Still Accounts for
Majority of Local Ad Dollars
Despite Netflix and
YouTube grabbing
most of the headlines,
the average adults
daily time spent with
non-digital TV is over 2
hours higher than
their time spent with
digital video.
eMarketer, 2017

30. http://www.kpcb.com/internet-trends

31. Chris Anderson and the Long Tail
of the Internet

32. Perception and Reality in Digital
• A Short-Long-Tail
– Consumers generally visit a select few websites, not
hundreds or thousands
• Fewer Apps
– 3 Apps account for 80% of consumer app activity
(Chrome, WhatsApp, Instagram)
• Mobile First
– Consumers spent 10X longer on their phones in 2016
as they did in 2009
Mary Meeker’s Internet Trends Report 2017

33. “We’re in a period of gradual migration not wild volatility.
As smartphones become ubiquitous, the disruptive force
of consumer’s use of smartphones is beginning to level off.
Media consumption is in what’s been described as a “lull”
until the next big thing happens.”

34. TV is Still King
Time Spent with Media

35. Programmatic Growing Dominance

36. The Promise of Programmatic?
• What viewability?
– Banners not ever actually viewed
• Click Fraud
– As much as 60% of clicks are by accident (AdWeek, 2017)
• Bots
– Automated scripts that scour the web and click on advertisements
– Some estimates point to 90% of clicks attributed to bots
• Viewer Fatigue
– We’ve become blind to banners
• Ad Blockers
– Long-load times, pop-ups and intrusive ads have caused a backlash with consumers

37. The Battle Against Annoying Ads

38. Google and Apple Address Bad
Ads
• Google’s Better Ad Standards

39. Altering reality

40. The Hype Behind Magic Leap
$2 Billion Valuation
Digital Lightfield Tech
Uses artificial lightfields
to make images look
real

42. Suddenly
Everyone
Was Using
AR

43. This is the Year AR Will Take Hold

44. AR/VR and the Future of
Healthcare Marketing
https://youtu.be/PEN_yDyjCJk
Bayer AR App

46. Apple’s Going Big in AR

47. Science Fiction May Become Reality

48. GENERATION NATION Z

49. Born Between 1996 and 2016
Unlike Millennials, they’ve never
known a world without the Internet

50. Gen Z are like Millennials on Steroids

51. Wi Fi Or Bust!
40% say working Wi Fi is more important
than working toilets

52. It’s All About YouTube
Over half say they can’t live without YouTube
70% of video consumption takes place on OTT service like
Netflix or YouTube

53. Influencers over Celebrities
63% of Gen Z’rs prefer seeing “real
people” vs. celebrities in ads

54. Study Linking Screen Time to
Happiness
https://youtu.be/jxJRF8X5l_c

55. The Need for Speed
Higher high speed networks

56. The Next Quantum Leap is 5G
Speed

57. The Journey Will Begin in 2018
AT&T plans on
rolling out 5G
networks in a
dozen US cities in
2018

59. What Will 5G Bring?
• Lightening fast speed
• More real-time connections
• Mobile is the thing
• Self-driving cars may actually become reality
• AR/VR goes mainstream
• Focus on video
• Ubiquitous Connectivity

60. Intel Home Demo 5G
• https://youtu.be/a2k

61. Will the Government Control 5G?

62. Streaming’s Dominance

63. Streaming Video is Grabbing a Growing Share
of Spending

64. Original Programming is Key

65. Netflix Has a Planned $8 billion Set
Aside for Content

66. OTT Services Were Big Topics at CES

67. 61% of Adults 18-29 Say Streaming
is the Primary Way they Watch TV

68. Cord Cutters Are Growing

69. What Role Will Facebook Play?

70. Facebook is Investing Big in Watch

71. https://youtu.be/-0fCbXcOhcY

72. Crowded
Landscape
It gets blurry
between who
creates the
content, distributes
it and sells it
More mergers and
acquisitions to
follow:
AT&T-Time Warner

73. The Future of the Television

74. Shorter Attention Span TV

76. Audio branding

77. The Power of Podcasting

78. Is Voice Enabled Advertising the
Future?
Smart speakers experienced a 279% growth in 2017

79. Voice Search is On the Rise
Last year, 20% of all searches were voice
By 2020, 50% are expected to be voice search
Source: Entrepreneur and Google reports, Nov. 2017

80. Voice Search Skews Heavily Millennial

81. It’s Time to Pay Attention to Voice
Search
• The first result is all that matters
– eMarketer, Key Digital Trends for 2018
• It’s all about natural language
– Building in natural language in SEO
– Q&A sections etc.
Alexa, Where is the Nearest ER?

82. Using Alexa Skills for Brands
The Tide Stain Remover Skill offers step-by-
step voice instructions on removing over 200
types of stains.

83. Artificial
intelligence

84. AI Adoption Varies by Industry

85. AI’s Promises to Impact a Wide
Variety of Areas

88. Visual Search Rise with Voice
The updated AI powered
Google Assistant brings
new dimensions to visual
search. Lens is a
computer vision system
which allows you to
point your Pixel phone
camera at an object and
get real time information
about it.

89. Google Lens

90. Pinterest Lens and Visual
Commercehttps://youtu.be/GtDhZb1nNF0

91. Chatbot Chatter
• Chatbots have
already
revolutionized
customer service
• By 2021, more than
50% of corporations
will spend more on
bots and chatbot
creation than apps.
(Gartner, fall 2017)

92. Chatbots Explained

94. CES Innovation Award 2018

96. Helping Kids with Cancer Using AI
“It’s always about how well technology becomes a servant to
people’s basic human needs.”
Trend Watching Innovation of the Day, February 2018

97. The End of Net Neutrality

98. The Future of the Internet?
The end of Net Neutrality raises
fundamental questions on the future of
the internet

100. Burger King Explains End of Net
Nuetrality
• https://youtu.be/UVWCaS3B9L4

101. Winners and Losers
• Bandwidth as a marketing tool
– Brands with more money—get faster speeds
• Risk to content providers
– May drastically affect Netflix and others who rely
on open access
• Winners in this scenario are the ones that
control the pipelines
– AT&T, Comcast, Verizon

102. Consumer Tracking
and Trust

103. Collecting Personal Data

105. Use of Ad Blockers to Reach 30% This
Year

106. Awareness of Tracking is Growing

107. Apple’s Trying to Make Health
Record Keeping Easier

108. Amazon Invasion

109. Amazon Advertising’s Rapid Rise
• Amazon’s ad revenues are growing faster
than almost every other ad publisher
– 48% increase in 2017
• By 2019, Amazon will earn 3.19 billion in
US digital ad revenues
Source: eMarketer, Sept. 2017

110. 72% of people visit Amazon at some point before
making a purchase
Source: Kenshoo Research, 2017

111. Amazon Sponsored and Native
Ads

112. Alexa, should I take antibiotics
with food?

113. WebMD’s Alexa Skill
Web-MD allows users to ask Alexa a
long list of health related questions
related to any medical condition,
medications, treatments and more

114. Hospital Pilot
Programs are in
place so patients
can ask Alexa
questions about
their health and
providers can ask
the digital
assistant questions
about protocols
and other clinical
information.

115. AMAZON Skunkworks
1492

116. Video
• https://www.cnbc.com/video/2017/07/26/
this-is-amazons-next-big-target.html

117. Amazon’s Super Group Healthcare
Shakeup

118. “The ballooning cost of healthcare act as a
hungry tapeworm on the American economy.”
Warren Buffett

119. Questions? / Discussion