A closer look at the trends that will shape Digital Marketing in 2017 – and how you can leverage them to outperform your peers. Read more in this blogpost series: https://webrepublic.com/en/blog/2016/11/18/digital-marketing-trends-2017-en/.
WebrepublicSenior Communications Manager Webrepublic AG
The trends that will
shape digital marketing
Co-Founder / Partner Webrepublic
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.
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.
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.
Post / Handelszeitung / TagesAnzeiger – Malte Polzin 2016
1.8 Mio 2.5 Mio ~8.0 Mio
2014 2015 2016
Small Packages from China
Play the quality
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.
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.
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.
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.
Let your data join
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.
Bots at Work
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.
90 Mio Websites
Most popular CMS
26% of all websites
- You can’t afford to be slow: 100ms reduction in page speed, 1.11% conversion uplift
- 40% of consumers will leave a page that takes longer than 3 seconds to load.
As more and more people are familiar with AMP and Instant Articles, the acceptance rate of slow loading content will deminish – further pushing fast loading pages as the standard on the web, with huge benefits for players that move accordingly.
Prognosis: Google will drop the AMP label end of 2017 and start labelling slow loading pages.
Chinese consumer platforms are fast rising and will be here to stay. They will be global competitors to the dominant US platforms and a strong local competition in almost all fields of ecommerce.
Their strength is a low price level and wide range of products.
Community / Customer Service
Invest in Branding
Do it now: Order something on Wish, to learn about the experience first hand.
We expect the swiss market to reach a programmatic share of 25% at the end of the year.
Amazon Echo already has broad user base in the US
Voice Search will gain ground and make up around one third of all search queries.
Do it now: Try to call your company just by using a voice command.