The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
New platform updates and shifting consumer view points are shaping how brands and consumers interact with each other. Check our 60-minute power session exploring the ins and outs of the latest trends in social media.
The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it won’t be without its challenges—from ad blockers and hackers to health nuts and political zanies.
What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.
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.
We believe that 2019 will be the year of doing things better. Matching true needs, with what brands can truly deliver.
It means putting human values and needs at the absolute centre of attention.
Whilst at the same time staying true to our abilities, and what we as businesses can truly deliver
In doing so we will be able to develop products, services and experiences that meet the high set expectations on value and relevance.
What's Next: Marketing Maturity & How To Achieve ItOgilvy Consulting
If you work in marketing today, you have very likely been thinking about things like rapid technology evolution, changing customer expectations and a dynamic and disruptive marketplace. Most companies we know are thinking about about Modern Marketing, but fewer are achieving the results they need.
In this webinar, we dive deeper into executing Modern Marketing at scale, and why it is crucial in an age where the stakes are raised for the CMO and the entire marketing function.
This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
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.
New platform updates and shifting consumer view points are shaping how brands and consumers interact with each other. Check our 60-minute power session exploring the ins and outs of the latest trends in social media.
The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it won’t be without its challenges—from ad blockers and hackers to health nuts and political zanies.
What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.
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.
We believe that 2019 will be the year of doing things better. Matching true needs, with what brands can truly deliver.
It means putting human values and needs at the absolute centre of attention.
Whilst at the same time staying true to our abilities, and what we as businesses can truly deliver
In doing so we will be able to develop products, services and experiences that meet the high set expectations on value and relevance.
What's Next: Marketing Maturity & How To Achieve ItOgilvy Consulting
If you work in marketing today, you have very likely been thinking about things like rapid technology evolution, changing customer expectations and a dynamic and disruptive marketplace. Most companies we know are thinking about about Modern Marketing, but fewer are achieving the results they need.
In this webinar, we dive deeper into executing Modern Marketing at scale, and why it is crucial in an age where the stakes are raised for the CMO and the entire marketing function.
This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
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.
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.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
What trends will shape the (digital) marketing agency of the future? It’s a constant question that agencies and clients are always asking, and always looking for answers. And there’s one theme: many feel unprepared. The goal of this presentation is to look beyond the trends.
How can agencies (and clients) prepare for success years from now? Based on everything we’ve seen — research, conferences, work, email lists, happy hours … We set out to pull together key elements that agencies and clients need to be acting on now for success in the future.
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.
<<Marketing In a COVID-19 World>>
ReOpening Webinar - Marketing, 2020 and Beyond @ Sat 27 Jun 2020
Key Takeaways
1. How Marketers Can Deal With New Consumer Behaviours
2. Trends forecast till the end of the year and implications to marketers
3. The power of mindset: Positivity Vs Optimism
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
Account-based Marketing is a B2B strategic approach that focuses sales and marketing efforts on targeted accounts.
Don’t miss out on learning more about this new B2B trend.
Cloudy with a Chance of AI is back! This week we examine the adoption of artificial intelligence and machine learning in marketing, and how consumers are responding to these initiatives.
Join Andrew Van Aken, Senior Consultant at Ogilvy, for the latest on voice, chatbots and automated ad buying to uncover what the successes and disappointments are for each technology.
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.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
An amazing year comes to an end, complete with videos going viral, algorithms throwing us curve balls and news-feeds getting chaotic. If content marketing is your game, 2016 would be the year it gets crazy competitive, and a lot more exciting! This is my list of trends and focus areas for 2016, something I'll be pasting on my wall.
Credit: Icons Made by www.Freepik.com
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.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
What trends will shape the (digital) marketing agency of the future? It’s a constant question that agencies and clients are always asking, and always looking for answers. And there’s one theme: many feel unprepared. The goal of this presentation is to look beyond the trends.
How can agencies (and clients) prepare for success years from now? Based on everything we’ve seen — research, conferences, work, email lists, happy hours … We set out to pull together key elements that agencies and clients need to be acting on now for success in the future.
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.
<<Marketing In a COVID-19 World>>
ReOpening Webinar - Marketing, 2020 and Beyond @ Sat 27 Jun 2020
Key Takeaways
1. How Marketers Can Deal With New Consumer Behaviours
2. Trends forecast till the end of the year and implications to marketers
3. The power of mindset: Positivity Vs Optimism
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
Account-based Marketing is a B2B strategic approach that focuses sales and marketing efforts on targeted accounts.
Don’t miss out on learning more about this new B2B trend.
Cloudy with a Chance of AI is back! This week we examine the adoption of artificial intelligence and machine learning in marketing, and how consumers are responding to these initiatives.
Join Andrew Van Aken, Senior Consultant at Ogilvy, for the latest on voice, chatbots and automated ad buying to uncover what the successes and disappointments are for each technology.
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.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
An amazing year comes to an end, complete with videos going viral, algorithms throwing us curve balls and news-feeds getting chaotic. If content marketing is your game, 2016 would be the year it gets crazy competitive, and a lot more exciting! This is my list of trends and focus areas for 2016, something I'll be pasting on my wall.
Credit: Icons Made by www.Freepik.com
Top 10 Latest Ecommerce Trends To Boost Your Revenue in 2020Claritus Consulting
Trends in ecommerce industry emerge from various things. How customers shop. What they buy and how they respond to marketing tactics employed by businesses. Within the last decade, a lot of new trends have emerged with a profounding influence. Ecommerce giants like Amazon, Walmart, and Alibaba have been at the forefront of adopting and benefiting from such trends. Here we have discussed about the latest eCommerce trends that will see a rise in 2020:
Via: Retail Customer Experience
As our 2016 Retail Future Trends Report revealed, 2016 was once again a year of innovation amid a
competitive time for retailers that are online, offline and moving into the omnichannel realm. Mobile,
as well as data analytics and Internet of Things (IoT), hit home with retailers striving to drive a better
customer experience.
Consumers still are focused on a retailer’s website for product research; however, as this Top 100
report illustrates, they’re also increasingly using smartphones and other mobile devices.
The trends data revealed 35 percent of consumers believe it is very important for a retailer to have
both a brick-and-mortar and online presence. That consumer expectation may be a big reason
Amazon, which again took home the top honor in this Top 100 survey, is moving into the brick-andmortar
realm after over two decades of pure e-commerce strategy.
Top E-commerce Trends to Watch Out for in 2017i95Dev
Find out the top e-commerce trends that will drive the momentum of the e-commerce industry in North America (USA, Canada) and rest of the world in 2017.
Offline vs. Online Retail: Development - Comparisons - Consumer View; Whitepa...Statista
This whitepaper shows how well traditional retail truly fares against online retail, and provides information on the barriers and chances for both offline retail and e-Commerce.
More information: statista.com
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 growth of online shopping and the surge of off-price retailing are reshaping the retail industry. In 2016, retailers who want to survive will have to respond by restructuring their businesses. This POV captures some of the major Retail lessons learnt from 2015 and forecast for the year 2016 and beyond.
Similar to What's Next: The Ogilvy Consulting Trends for 2019 (20)
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
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: 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).
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.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
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
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
What's Next: The Ogilvy Consulting Trends for 2019
1. – T R E N D S F O R 2 0 1 9 –
#OgilvyTrends2019 @OgilvyConsult
2. Introduction
Hello and welcome to the Ogilvy Consulting
Trends for 2019.
Five years ago, when Marshall Manson and James
Whatley started this annual report, they based it on
three principals: First, that they write something they
enjoyed reading themselves. Second, that each
forecast had to have an actionable takeaway. And third,
that the following year’s report must begin with a
reckoning of the previous year’s predictions.
As of this 2019 report, Ogilvy Consulting is picking up
the baton and we look forward to doing justice to
Marshall’s and James’s legacy.
On to the trends!
#OgilvyTrends2019
4. Augmented Reality Gets Real
Trend 1:
We said:
After years in the digital wilderness, 2018 might be the year
AR finally takes off.
What happened:
We saw everything from paid AR designers becoming a thing
on Fiverr, new AR creator apps entering the scene, AR ad
units getting announced by the major platforms, and then
some.
How did we do?
It is undeniable how prolific the push is now for more brands
and tech partners to do be doing MORE in the realm of AR.
However, while adoption has sped up, brands still haven’t
found the best and most valuable applications – and this is a
problem the industry is yet to solve.
#OgilvyTrends2019 / Image source: Zappar Youtube/MashableUK/ VR Focus/Digital Trends
5. The End of Typing
Trend 2:
We said:
In 2018, voice and image recognition are on the rise and soon
they will become another interface for all.
What happened:
Voice grew and grew. Amazon launched Alexa for hotels, Call
of Duty launched a voice-activated gamer coach, and in the
UK, smart speaker ownership doubled in six months. Globally,
Alexa crashed on Christmas Day due to the overload of
people trying to activate their new Amazon Echos.
How did we do?
Later on in this document, we’re making a fairly large bet on
the future of this particular trend. As far as we’re concerned,
we’re right on voice and a little off on image recognition.
The former is racing forward; the latter is taking its sweet
time.
#OgilvyTrends2019 / Image source: Toms Hardware
6. The Tragedy of the Commons
Trend 3:
We said:
There are too many brands throwing too much money at
inauthentic partnerships and something will have to give.
What happened:
A LOT happened. Unilever CMO, Keith Weed, called for
influencer marketing transparency. The Competition and
Markets Authority investigated celebrities for not labelling
sponsored posts. Multiple cases of lack of clarity with #Spon
or #Ad posts were referred to the FTC and ASA. And in once
instance, a rate card for a negative influencer was revealed.
How did we do?
We think we were on the money with this one. The fortunate
thing is that with greater awareness and legislation, comes a
cleaner and clearer marketplace. The ASA has a new guide for
influencers to help make clear that ads are ads – and with it,
an increasing commitment to make influencer marketing a
mature marketing channel for brands to invest in.
#OgilvyTrends2019
7. The Amazon Awakening
Trend 4:
We said:
Amazon will be the most important emerging platform for
digital advertising in 2018 – and it will grow and grow and
grow.
What happened:
Amazon’s advertising revenue grew 122% YOY and is now
worth $2.5 billion.
How did we do?
I don’t think we could’ve been any more right on this one.
If you’re not looking at the opportunities that Amazon
Advertising can offer, you’re doing it wrong. A* for us.
#OgilvyTrends2019
8. Seriously Serious
Trend 5:
We said:
The internet is changing and GDPR is bringing those changes
in line with data protection to make a better and more secure
web – you need to be ready.
What happened:
Facebook told its entire EU user base that it had to re-agree
to new T&Cs (and arguably lost 3 million users in the
process). GDPR came in and we all collectively and
unconsciously unsubscribed to millions of email lists.
How did we do?
We weren’t ever going to get this one wrong, however what
has been interesting is witnessing firsthand the care and
attention that is now going into data handling. Good work,
everybody.
#OgilvyTrends2019
12. #OgilvyTrends2019 / Image source: Daily Mail
The high street is dying
There are countless articles heralding the death of the high
street. Even the most trusted commentators are jumping on
the death cry; recently, the BBC listed “Six Reasons Behind
the High Street Crisis,” with the shift to online shopping cited
at No. 2.
The growth of the ‘bricks-to-clicks’ phenomenon has been
accelerated by the rise of the ‘on-demand economy’, with
consumers less willing to wait to get their hands on goods
and more online retailers offering same-day delivery.
13. But how bad is it, really?
But while digital has undoubtedly had a major impact, the
truth is that around 80% of retail sales still happen in a
physical store in the UK. The UK is actually one of the
world’s most advanced markets when it comes to online
shopping sales. Only China has a greater proportion of retail
sales coming from digital channels, according to our
forecasts.
Non-ecommerce sales will still contribute the largest
proportion to the retail total and will grow by 2.3% in 2019.
Online retail spend will grow 15% in 2019, to account for 21%
of total retail.
#OgilvyTrends2019 / Image source: eMarketer
14. In October 2017, Jack Ma coined the
phrase “New Retail” to describe the
melding together of real world and digital
shopping experiences. This wasn’t just
blue-sky thinking. Alibaba plans to open
1,000 smart supermarkets in China in the
next five years.
#OgilvyTrends2019 / Image source: The Print
15. Brick-and-Mortar is evolving
— not dying
Retailers must pair their physical stores with a digital strategy. Pop-up stores are a good
example of merging online and in-store to create an “omni-channel” customer experience.
Omni-Channel NowCross-Channel AspirationMulti-Channel RealitySingle-Channel Legacy
#OgilvyTrends2019
16. The resurrected store
The physical store has a significant advantage over digital
in many ways, but perhaps the most significant is that it
allows tangible human-brand experiences. Looking ahead,
there will be hugely meaningful technologies and strategies
impacting the physical.
Machine Learning in store
Micro-fulfillment centres
The ‘un-manned’ craze
#OgilvyTrends2019 / Image source: Mr Magazine
17. The 2019 Story
The story so far is a warning on strategies that rely
solely on online vs. offline. ASOS, a valuable retailer
that bet its strategy exclusively on digital, saw its
stock fall by 43% in 2018, wiping more than £1.4 billion
off the market value. The news was followed by other
online retailers like Boohoo and Zalando also losing
significant market value.
Stephen Lienert, a credit analyst at Jefferies
summarised it well; “It was supposed to be bricks and
mortar that’s dying and online is the future, but that
headline gets ripped up today.”
Notably, they all failed to pivot toward an omni-
channel reality. Their potential customers are
channel-agnostic; they should adopt the same
mentality. For retailers to succeed, physical locations
remain important, but blending online and offline
experiences will become vital.
#OgilvyTrends2019 / Image source: Daisuke Harashima
18. 2019 TREND 2:
THE RISE OF
THE SUPER CMO
#OgilvyTrends2019
20. The CMO has been
in the press a lot recently
As the complexity of the marketing function rapidly
increases, many CMOs are becoming nervous about the
future — not only for their organisations, but also for their
careers.
However, a rising number of CMOs are attuned to how
marketing is transforming, and are taking the necessary
steps to ensure that they (and their organisations) can
survive and thrive in the age of rampant disruption.
This may be a long-term platform for radical change, or a
shift to doing more transformational things on a smaller
scale. It may be about rethinking the role technology plays,
or shifting culture, or adding new capabilities. Whatever the
nature and whatever the degree, almost all CMOs and their
organisations are in some kind of Marketing Transformation,
and if they’re not, they’re most likely thinking about it.
#OgilvyTrends2019
21. There is increased expectation
for the CMO to lead transformation
across the business
Under pressure to drive business results — frequently with
reduced budget and resources — CMOs are expected to
evolve their organisations while managing ever more
complex ‘business as usual’ scenarios.
This new accountability frequently leads to unfamiliar
territory. Instead of being held to traditional marketing
metrics alone, CMOs are now expected to be sales drivers,
technology officers and customer experience advocates.
In some organisations, the title CMO has been replaced with
titles like ‘Chief Experience Officer’ or ‘Chief Customer
Officer’. Whatever the title, those responsible for the
marketing function are finding that success increasingly
depends on one of the core principles of Marketing
Transformation: the requirement for the CMO to think and
act beyond the boundaries of the marketing function.
“Our consumers are the ones
driving the need for
transformation across all
touchpoints.
They expect seamless, tailored
engagements at every level and
on every channel, not just
marketing.”
CMO
Global Consumer Goods Brand
#OgilvyTrends2019
22. CMOs not on the road to
transformation will face an
existential crisis
#OgilvyTrends2019
23. The need for enterprise-wide
transformation is irrefutable
For the CMO, influence has often been squeezed within
the organisation as:
• The CIO impacts core marketing decisions such as the
Marketing Technology stack
• The CFO demands more performance accountability
for emerging and disparate digital activities that lack
standardised measurement methodologies
• Lines of business seek innovation and consumer-centric
products and propositions
• The Sales organisation needs direct-to-consumer
models and customer insight
• Service becomes inseparable from marketing with the
adoption of digital and omni-channel experiences
But as these responsibilities have evolved over the last
several years, we see an opportunity emerging for
the CMO…
BRAND
BRAND &
CUSTOMER
Marketing
Transformation
Marketing transformation includes not only
digital transformation, but also data
enablement, customer centricity and more.
Technological
Transformation
Investing in and creating a roadmap for
internal and consumer-facing technology
to deliver efficiency and effectiveness.
Organisational
Transformation
Setting up the internal and external
organisation for the immediate future but also
to ensure long term innovation and health.
Transformation of
Brand Priorities
#OgilvyTrends2019
24. In 2019, the successful CMO will become
the transformation agent that has the
brand and the customer at its heart
In the BrandZ Top 100 Most Valuable Global Brands report, the
three most meaningful characteristics of the Top 20 Risers (the
brands that increased most rapidly in value) are:
• Meaningfully Different (relevant and distinctive)
• Disruptive (shaking things up)
• Brand Experience (customer journey)
This points to three areas central to the remit of the CMO: Brand,
Innovation and Customer, and means marketing can become the
glue that connects broader organisational and technological
transformation.
A successful transformation should consider the core pillars of
marketing operations (people, process, platform, partners), seek
business and stakeholder alignment around a common vision and
strategy, and instil and nurture a culture across the organisation
that celebrates continued, upward change. It must also harness
and maximise the effectiveness of key marketing levers and
capabilities including technology, data, content, media, channels,
production & measurement; ultimately, driving profitable customer
growth and delivering against omni-channel experience ambitions.
#OgilvyTrends2019
25. 2019 TREND 3:
IN B2B, A NEW
CULTURE
OF BUSINESS
IS EMERGING
#OgilvyTrends2019
27. How businesses do
business is changing
Let’s get one thing straight — the era of B2Boring is over.
Not because most B2B companies have changed the way
they do B2B (they haven’t — yet), but because there are
forces at play that are changing expectations —
for customers, companies and within broader culture.
The archetypal price and features-driven B2B buyer is
swiftly becoming extinct. Individuals are looking for more
than ‘ticking boxes’ and pleasing the ‘higher ups’.
Instead, a new generation of both workers and companies
have come of age and are changing the way decisions are
made, products and services are marketed, and the role
business are engaging in broader culture and society.
We call this emergent trend the new culture of business.
#OgilvyTrends2019 / Image source: Forbes Magazine Cover January 2017
28. The trifecta that’s
influencing the trend
1. A new tribe with new power, needs and motivations
73% of millennials are involved in the purchasing decisions of
the companies they work for. They are breaking traditional
moulds and exhibiting a new hierarchy of personal needs in
their decision-making.
2. Entrepreneurs becoming the new cultural icons
Innovation, tech and future-oriented entrepreneurs and
executives, like self-taught programmer turned cultural icon
Elon Musk, are creating and driving the firms that are
disrupting products, categories and business itself. Suddenly,
‘business’ is water cooler conversation.
3. Businesses defining new ways to do business
Companies such as WeWork, Salesforce and Airbnb, are
redefining the world of business by questioning traditional
processes, business models, economics and even the values
of the business world. They are transforming the workplace
and attract the best talent by embodying a strong brand
purpose and delivering on values-driven commitments.
#OgilvyTrends2019 / Image source Rolling Stone magazine cover November 2017
29. A shift from value-driven
to values-driven
Value to the world
Value to me
Value to my business
#OgilvyTrends2019
The Millennial B2B buyer isn’t solely concerned about the
value of any purchase they make for a company — but
increasingly, what that decision means for both
themselves and society.
Personal and societal values are becoming more important
decision-making criteria. So, vendors who help them to
achieve their own personal goals are more highly regarded.
Equally, purpose-driven companies with values and
behaviours aligned with their customers will find
themselves higher up the recommendation list.
For example, the new B2B buyer might choose Salesforce
over an alternative vendor in part because the company
didn’t just make a ’commitment’ to pay equality, but stated
its plan to immediately close the gender pay gap.
30. The year ahead and how
you can drive this trend
into your business
#OgilvyTrends2019
31. The businesses that will grow
will be those that embrace a
new philosophy
For business to flourish, people must flourish.
The new generation of talent is looking for more from its
work experience — one that is optimised for meaning and
personal fulfilment, and encourages development and
authentic relationships.
According to a recent research report, 80% of executives
believe their culture must evolve in the next five years to
succeed, grow, and retain the best people.
In 2019, we expect to see a dramatic increase in new talent
initiatives, and more executives publicly sharing the values
and relevance of the companies they work for.
#OgilvyTrends2019
32. Businesses will seek to redefine
their brands
There are three types of Companies that thrive in the new
culture of business:
— Those born into it (i.e. start-ups)
— Those that have maintained their new start-up culture as
they have scaled (e.g. Airbnb)
— Those that have evolved or are re-shaping to reflect the
best qualities of the companies above (e.g. Salesforce)
We suggest in 2019, as companies seek to achieve the
growth rates of companies like WeWork, Spotify, Salesforce
and others, they will need to redefine their brands along
more progressive lines.
In B2B, the benefit of transforming the brand will be the
ability to attract a demanding new customer, the best talent,
and the right ecosystem of partners to bolster brand
presence in the new culture of business economy.
#OgilvyTrends2019 / Image source: Business Insider
33. How to drive this new culture
into your business
Behaviours that drive the new culture of business:
• Cultivate brand love through values-based
existence
• Create and engage the right sources of influence,
i.e, communities that share your principles
• Demonstrate values, relevance and differentiation
through partnerships
• Build and promote ecosystems of related
products and services
• Provide business solutions not just products
• Provide demonstrable benefit to not only to your
customers’ businesses, but address your
customers’ own hierarchies of needs
These aren’t activities that come out of a PR
department, or the CSR task force, they are baked
into the DNA of the company, its leaders and its
employees in equal measure.
“The last, best experience that
anyone has anywhere becomes
the minimum expectation for
the experiences they want
everywhere.”
Paul Papas, IBM
#OgilvyTrends2019 / Image source: IBM
34. 2019 TREND 4
VOICE, NOT
JUST A TREND
#OgilvyTrends2019
36. In the past two years we’ve profiled the emergence and
adoption of ‘voice’ as a way for customers to achieve what
they set out to do in their daily lives. We identified bots in
2016 as an emerging trend; and in last year’s report – The
End of Typing – we profiled the explosion of smart speakers
from the likes of Amazon and Google amongst others as
they sought to enter the home.
Looking to 2019 it’s fair to say that we’ve reached critical
mass in terms of the number of devices (phones, speakers,
cars, and now even toilets!) that are voice-enabled with
conversational user interfaces and voice assistants.
Today
#OgilvyTrends2019 / Image source: Canalys
37. But currently voice assistants
are like Dory from “Finding
Nemo” – one minute after
talking to them they forget
everything.
#OgilvyTrends2019
38. From text to voice and beyond
The increased deployment of AI in users’ everyday lives is
also fuelling this shift. The number of IoT devices such as
smart thermostats and speakers are giving voice assistants
more utility in connected users’ lives. Whilst smart speakers
are the number-one way we are seeing voice being used, it
only starts there. Many industry experts are predicting that
nearly every application will integrate voice technology in
some way in the next 5 years.
#OgilvyTrends2019 / Image source: @timoelliott
39. #OgilvyTrends2019
“I hope to have grandchildren
who are mystified at how, back in
2016, if you were to say ‘Hi’ to
your microwave oven, it would
rudely sit there and ignore you.”
Andrew Ng
Stanford professor in AI and robotics, and
former Chief Scientist at Baidu–
#OgilvyTrends2019 / Image source: Towards Data Science
40. Amazon offers Transcribe, an automatic speech recognition (ASR)
service that enables developers to add speech-to-text capability
to their applications. Once the voice capability is integrated into
the application, users can analyse audio files and in return, receive a
text file of the transcribed speech.
Google has also made moves in making Assistant more ubiquitous
by opening the software development kit through Actions, which
allows developers to build voice into their own products that
support artificial intelligence.
Another one of Google’s speech-recognition products is the AI-
driven Cloud Speech-to-Text tool which enables developers to
convert audio to text through deep learning neural network
algorithms.
#OgilvyTrends2019
More ‘jobs to be done’ being
enabled…
Availability of voice-enabled devices is resulting in consumers becoming
increasingly more comfortable with – and reliant upon – using voice to
talk to their phones, wearables, vehicles, smart home devices, etc. – we
stick to our prediction. That voice will become a primary interface to the
digital world
One of the things to keep an eye on will be the (re-)integration of Voice
and Touch Interaction – CES 2018 showed that voice and displays are
merging into one seamless experience.
Meanwhile 800-pound gorilla Facebook has recently started shipping its
contribution to the game with the launch of Portal in late 2018.
All-in-all, expertise for voice interface design and voice app
development will be in greater demand. And as with apps and websites
before them, a new industry of developers will follow.
41. More Personalised
Responses With Contextual
Understanding
The last few years have been about
what the user is saying, and now it will
be more about why and where they are
saying it. Contextual understanding is
the next step for voice in order for it to
become an integral part of consumers’
lives.
1. 2.
Individualised
Experiences
Voice assistants will also continue to
offer more individualized experiences
as they get better at differentiating
between voices.
3.
Search Behaviours
Will Change
Voice search has been a hot topic of
discussion. The visual interface with
voice assistants is missing. Users simply
cannot see or touch a voice interface
unless it is connected to an app like
Alexa or Google Assistant. Search
behaviours, in turn, will see a big
change. In fact, if Juniper’s predictions
prove correct, voice-based ad revenue
could reach $19 billion by 2022.
4.
Beyond the
mobile device
One area where we will see voice-
enabled devices really take off will be in
the automotive industry and in-car
speech recognition. People will be able
to do more on their drives to work. As a
testament to this, DriveSafe.ly is a great
example of an app that encourages
safe driving so users can keep their
eyes off their phones.
#OgilvyTrends2019
In 2019 smart brands are
looking out for four things
42. In the future, brand relevance
is key to voice
The top three reasons for using voice cited by respondents to the Mindshare
and JWT study were, "It's convenient," "I don't have to type," and "It's simple
to use." It is distinctly possible that voice will elevate consumer expectations
of the seamlessness of products, services and information.
That being the case, the value of a brand and the role that it will play in the
voice-enabled environments become increasingly important to consider.
For the first time, marketers will have no choice but to consider the audio
characteristics of their brands.
The switch in emphasis towards natural, conversational language will also
require a completely new approach to search marketing, SEO and purchase
process, especially given the need to respect cultural and linguistic nuances.
The watchout here is exactly the same as it has been over the last decade
with mobile apps – anyone can create an Alexa skill but very few of them will
become popular.
For companies, voice applications that don’t drive relevance through utility
and a credible reflection of the brand promise will be relegated to the
silence.
#OgilvyTrends2019
43. 2019 TREND 5
THE 5G DREAM
DEFERRED
#OgilvyTrends2019
45. 5G will be the most important
innovation since the internet
As trials and commercial deployments become more
prevalent in the news, and as whispers of 5G-enabled
handsets start to emanate from smartphone manufacturers,
we’re hearing more and more about the promise of 5G.
There’s no doubt about it – 5G will absolutely revolutionise
the way we work, play, shop and socialise. The speed,
device density and latency that 5G will bring will make
possible many of the most important innovations in the
coming years:
• Smart cities
• Autonomous vehicles
• Drone-based fulfilment
• Predictive health services and robotic surgery
• The 4th industrial revolution in manufacturing
To name but a few.
20xfaster than 4G
High
bandwidth
1mslatency
Low
Latency
1mdevices/km2
Device
Density
#OgilvyTrends2019
46. Once the infrastructure is built,
5G will enable everything
5G will act as the nexus of a suite of current and
emerging technologies and platforms – IoT, AI,
Cloud, Edge Computing, AR/VR – and will
supercharge them to do things heretofore
unimagined.
To date, we’ve tended to think of 5G as “just
another G”, building on the current 4G paradigm.
But 5G is a step change from 4G in terms of
network performance – in the lab, on the street,
and in the home. Everything that 4G initially
promised but has yet to deliver will come with 5G.
#OgilvyTrends2019
48. But 2019 will not be “The year
of 5G” (and neither will 2020)
To be functional, 5G requires a massive infrastructure build out in the
places where it will operate, up to $300 billion in new chipsets, cell
towers, routers and other hard costs over the next five years. We are
only at the beginning of our 5G dream.
Commercial deployments are in their infancy, and will roll out slowly,
focusing first on 5G-enabled fixed wireless for home and enterprise.
The current generation of smartphones won’t work with 5G networks,
and the first 5G-enabled handsets won’t appear until 2020.
And as things roll out slowly, then very quickly, 5G will become one of
the most profound proofs of Amara’s law that the “we tend to
overestimate the effect of a technology in the short run and
underestimate the effect in the long run”.
As we wait for that long run, 5G-enabled fixed WiFi solutions are
already rolling out in disparate industrial and residential areas that will
start to benefit from lightning-fast wireless broadband and low
latency, bringing the IoT-driven 4th Industrial Revolution to life and
greatly improving the speed and quality of residential OTT and smart
home solutions.
#OgilvyTrends2019 / Image source:
49. Get started now thinking about
what your brand and business
means in a 5G world
For those companies that got caught off-guard by “trends” like
Web 2.0, or the “mobile revolution”, 5G is a chance at redemption.
Those wise to the trend will take 2019 to begin planning for a world
where customers, employees and partners will be engaging with
them in very different ways.
We recommend you:
• Make 5G somebody’s job
• Stay on top of adoption trends
• Start envisioning a world on 5G and how that will impact your
brand proposition, your customer experience, your products and
services, and your physical estate
Envision the future state and prepare a roadmap, however
preliminary and modest at first, that works toward it.
#OgilvyTrends2019
50. #OgilvyTrends2019
HERE’S A RECAP OF THE TRENDS:
#1 Omni-Channel Resurrects The High Street
#2 The Rise Of The Super CMO
#3 In B2B, A New Culture Of Business Is Emerging
#4 Voice, Not Just A Trend
#5 The 5G Dream Deferred
52. Bonus bites
Bonus bites — if you’re new here — are additional thoughts
and hypotheses that are put forward, often without any data
to support them, which are just here to keep you thinking
and maybe make you sound smarter at parties.
Amazon Advertising
continues to surge
Last year, Amazon successfully
embarked on an aggressive plan to
expand its presence in advertising.
This year, growth will continue as
we see media budgets shift from
Google and Facebook.k.
The transcendence of
China's tech
Beyond Baidu, Alibaba and
Tencent, there are China tech
giants the West barely
understands. But in 2019, this will
change as companies look to China
for innovations in electric cars,
energy, and industry 4.0.
Young consumers don’t
want to own anything
The definition of ‘wealth’ will
continue to evolve as young
consumers are increasingly
purchasing experiences instead
of goods or services.
#OgilvyTrends2019
53. #OgilvyTrends2019
Ann Higgins
Managing Director, Consulting
Principal,
Ogilvy Consulting
ann.higgins@ogilvy.com
Paul English
Global Consulting Principal,
Digital Transformation,
Ogilvy Consulting
paul.english@ogilvy.com
Dayoán Daumont
Consulting Partner,
Customer Experience & Digital Transformation,
Ogilvy Consulting
dayoan.daumont@ogilvy.com
54. Thank you for reading
By Ogilvy Consulting
@OgilvyConsult
#OgilvyTrends2019