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The trends that will
shape digital marketing
in 2017
Tobias Zehnder
Co-Founder / Partner Webrepublic
October 2016

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Digital Marketing in 2016
The pace still is incredible high
Just three examples to start out with:
- Pokémon Go needed only two weeks to become
the most actively played game in the history of the
US with 21 Mio users
- In June, Microsoft announced the $26 billion
acquisition of LinkedIn
- Today, the 5 most valuable companies on the
stock exchange are digital players: Apple,
Alphabet, Microsoft, Amazon, Facebook.
 We live in the age of digital technology and need
to keep up with the pace of the industry.

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About this presentation
The goal of this presentation is to give you actionable recommendations to
outperform your peers and sustainably integrate marketing innovations into
your planning. We therefore focus on trends that we place on the right end of
the Gartner Hype Cycle – that means, we cover innovations whose time has
truly come and where we see short and mid term benefits.

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1
The need for speed

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AMP* content is starting
to show up on result
pages. Labels make it
easy for users to spot
fast-loading websites.
*Accelerated Mobile PagesSource: seoton.ch / Björn Beth

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There are now 600 million
AMP pages on 700’000
domains.
And with WordPress supporting
AMP, soon 25% of all websites
globally will be AMP-ready.
AMP Project 2016

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709ms1.67sec
Regular Mobile Version AMP Version
AMP more than twice as fast.

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+73%
increase in unique visits per month from
Google mobile search on Slate.com
Google 2016
You can’t afford to be slow

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So what?
Nominate a Chief
Speed Officer
To work across the organizational silos, make page speed a
key issue and nominate a CSO to drive the project with top-
coverage.

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2
Rise of B2C China

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Alibaba / Handelsblatt 2016
$ 14.3 B
With a strong home market in the back, China is becoming a
strong ecommerce force with global ambitions – China is no
longer just about producing cheap goods for the west, but
reinventing itself as a B2C market for global consumers.

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Post / Handelszeitung / TagesAnzeiger – Malte Polzin 2016
1.8 Mio 2.5 Mio ~8.0 Mio
2014 2015 2016
Small Packages from China
to Switzerland

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iTunes App Store, October 2016
Chinese Apps are
already popular in
Switzerland.

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So what?
Play the quality
card
Chinese platforms score with low prices and a wide range of
products. You can win with fast delivery, great customer
service, quality products. Invest in your brand to stand out.

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3
Programmatic
is taking off

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70%
65%
25%
15%

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Premium Inventory is ready.

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Dynamic Creatives
Leverage data to create ads that are
relevant and stand out.

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So what?
Think user,
not channel
To get the most out of the programmatic paradigm shift in
our industry, rethink your media planning around the
users and their customer journey. Use programmatic to
integrate your digital campaigns and boost their efficiency.

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4
Hello Voice Search

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Google’s vision for the coming years is to move from a
“Mobile First” to a “AI First” world. Smart Assistants and
Voice Search will play a crucial role in this world.

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The future is already
here: Voice search
today is more powerful
than you might think.
Complex queries in loud
environments get processed
correctly – and with API connections
to airlines, food deliveries, and
many more, it’s also a world that’s
open for business.

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Connected devices such as Google Home
bring AI and voice search into the living room.

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So what?
Let your data join
the conversation
Google’s voice search relies on structured data to answer
questions. Provide your company’s data in the right format
to connect to this emerging channel.

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5
Bots at Work

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The AI Memorial
Friends of Russian Programmer Roman Mazurenko built a bot to talk
to him after his tragic death in an accident in Moscow.

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Shopping in the Facebook Messenger
Moving closer to your customers

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Webrepublic Team Bot
Our internal bot that makes information from
different databases more accessible:
Phone numbers, train schedules, meeting room availability and more

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So what?
Befriend a bot
Embrace the potential of bots by either building your
own first bot project or interact with them in the
Facebook Messenger or Google Allo.

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So what?
Bots at Work
2017
Ecosystems and
Structured Data

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So what?
Bots at Work
2017
Next year is all about the power of
ecosystems: From Page Speed to Voice
Search, new benchmarks are evolving.
Those ecosystems mean momentum, and
they create the new normal.
Structured data will be the entry ticket to
this new world.

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Thank you
You liked the presentation?
Read more on these trends on our blog.