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16 Digital Trends for 2016

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16 Digital Trends for 2016 explores macro digital shifts that will impact digital marketing in the next year. The focus is to identify trends that can enhance campaigns in 2016 as well as provide a look into the near future through emerging technology that brand marketers will begin experimenting with in 2016. From the impact of Ad-Blocking to Holographic Computing, the deck will provide an overview and key takeaways for consideration.

Follow Tom Edwards @BlackFin360

Veröffentlicht in: Marketing

16 Digital Trends for 2016

  1. 1. 16 DIGITAL TRENDS FOR 2016DECEMBER 15t h , 2015
  2. 2. 0301 M A C R O D I G I T A L S H I F T S E M E R G I N G I N 2 0 1 6 02 E N H A N C I N G 2 0 1 6
  3. 3. 01 M A C R O D I G I T A L S H I F T S
  4. 4. MOMENTS MATTER 01 Event + Context = Moment Moment based marketing is on the rise in 2016. A moment is an event + context. Heavyweights such as Twitter and Google are shifting moments into the forefront of their platforms for brand marketers. From consumer intent to discovery, moments are the new currency of the attention economy.   Key Takeaway Look for opportunities to align key consumer moments with contextual content via mobile.
  5. 5. AD BLOCKING 02 Breaking Through Ad blocking will not be solved in 2016. Initially ad blocking impacts mobile web, thus native and mobile ad types are viable alternatives for now. Native programmatic will be moving to the forefront in 2016 as standards have been agreed upon which can outperform ad blocking initially. Key Takeaway As Ad blockers become more sophisticated native advertising is vulnerable if ad blockers take a harder stance against it. For now, mobile app based advertising is a key way to connect with consumers. One potential disruptor is if ad blocking is offered at the mobile carrier level.
  6. 6. BATTLE FOR CO-CREATION 03 Free Isn’t Free Freebooting entails republishing videos on social sites without consent of the creators. Influencers who traditionally monetize their creations on YouTube and now YouTube Red, are galvanizing against Facebook and other platforms that do not have an infrastructure in place to protect their content and allow for monetization. Key Takeaway Be mindful when co-creating content with influencers that a significant number of views & engagement may not be immediately captured. It is a good strategy to monitor for freebooting of content.
  7. 7. MOBILE APPS FTW (FOR THE WIN) 04 Essential Apps 2016 will see resurgence in native branded mobile applications. With advancements in mobile in-app search indexing including non-installed apps, deep linking, actionable notifications and invaluable behavioral and usage data, the role that mobile apps play will be critical in 2016 to further link online and offline behavior.   Key Takeaway It is important to understand the shift towards app based content discovery, especially with pending ad blocking of the mobile web. Reconsider your mobile app strategy to align the seamless connection of online behavioral data with location to drive real time marketing experiences.
  8. 8. SOCIAL MEDIA TO SOCIAL MESSAGING 05 Intimate Connections Consumer behavior is shifting towards intimate connection vs. broad reaching social platforms. As a result, messaging apps, like SnapChat are dominating engagement with key demographics. Messenger applications will also focus on enabling customer service and serve as a primary commerce hub for publishers such as Facebook. Key Takeaway Messaging apps require an “enabling” approach vs. social personification or brand messaging. Consider sponsored brand chats, stickers and emoji to connect with consumers via these platforms. Also, we will begin to see the rise of micro messaging branded applications similar to WeChat campaigns.
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  10. 10. AGE VS. STAGE 06 Shift from Demographics Most segmentation is age based, especially when it comes to marketing to millennials and soon to centennials. We have found through our proprietary transactional data that life stage matters more than age when it comes to contextual marketing.   Key Takeaway Consider segmentation via life stage vs. age to effectively market to millennials and focus on creating segments of one.
  11. 11. VOICE QUERY OPTIMIZATION 07 Predictive Search 2016 will see the need to define predictive search strategies based on the rise of voice query input devices. Siri, Amazon Echo, Cortana are all voice enabled virtual assistants that will power a shift in search discovery. Key Takeaway Begin considering a predictive search strategy, such as integrating with Google Now in preparation for this pending shift in consumer behavior and expand beyond traditional search and retrieval optimization.
  12. 12. DARK DATA 08 Location + Behavior Dark data is operational data that is not being used. 2016 will see a rise in solutions that leverage dark data. The key is to align and understand consumer patterns and habits through the analysis through machine learning algorithms that drive real time decisions. Dark data can incorporate online behavioral data and location to create exceptional experiences. Key Takeaway Consider defining a data strategy that maximizes key insights from dark data to create compelling mobile moments.
  13. 13. DARK SOCIAL 09 Offline Sharing The rise of social messaging sharing engagement is driven by dark social. Dark social is the sharing activity that happens behind the scenes. It’s the culmination of referrals and sharing of content that originates form instant messages, e-mails containing links and ephemeral social communication platforms. 91% of Americans share information via dark social methods.   Key Takeaway It’s important to consider the impact that dark social may have on your brand programs and how you will map attribution to maximize the value of dark social sharing.
  14. 14. BRANDED PODCASTS 10 Consumers Are Listening 46 million Americans and 100 million globally listen to podcasts each month with the numbers accelerating. A larger number of companies such as General Electric, IBM & Callaway Golf are investing in content creation on the medium. Accessibility to episodic content has been a key driver in consumer podcast engagement.   Key Takeaways The key to executing successful brand podcasts is to understand the potential audience and create a compelling experience that consumers will want to engage with. It is a medium where a brand can experiment and see what resonates then build towards a sustainable audience.
  15. 15. NON-LINEAR STORYTELLING 11 Choose Your Own Adventure Investment in Video creation and distribution will continue to increase in 2016. We will also see the rise of non- linear interactive video platforms such as Interlude. Brand marketers are turning to platforms that can support non-linear video viewing, which opens up new possibilities to create unique contextual paths and experiences for users to engage with the video storyline that is most relevant for them.   Key Takeaways Giving the consumer control over interactive video provides higher engagement rates when compared to linear video. Consider how non-linear storytelling can create optimize existing linear content.
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  17. 17. RISE OF 360 DEGREE VIDEO 12 Immersive Experiences Facebook launched support for 360-degree video last September and recently announced that it is now supported via mobile. Videos can be viewed without a VR viewer, but the experience is ideal with some form of VR hardware.   Note that apps are now available that support consumer created 360 degree content.   Key Takeaways Companies such as GoPro, Discovery and Star Wars are all experimenting with immersive 360-degree content. If your brand supports events, is an extension of lifestyle or has a unique presence that 360-degree video can enhance then it may be worth testing.
  18. 18. GESTURE BASED INTERFACES 13 Motion Controlled Connections Wearables of all types were crowd pleasers at various trade shows in 2015, but to date most wearables have primarily served as passive data collection devices. This year, the progression of gesture-based interfaces is one to watch.   An example is Logbar’s Gesture control ring. The simplicity of Ring and its ability to interface with an IoT-powered smart home and beyond is one example of a gesture- based interface. Key Takeaways Gesture-based interfaces could provide a fun and engaging way for marketers to connect physical to digital worlds allowing consumers to interactive with everyday electronics without ever having to touch a device.
  19. 19. EMOTIVE ROBOTICS 14 iRobot??? Emotive robotics is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. We’re on the cusp of emotive robotics entering the home in 2016.   An example of an emotive robot is Jibo, praised as the first “family robot.” Jibo and other emotive robots could aggregate Internet of Things (IOT) sensors and serve as the central nervous system of the home.   Key Takeaways For digital marketers, emotive robotics opens up new possibilities for delivering highly contextual content and could serve as an access point into IoT-based behavioral data.
  20. 20. VIRTUAL REALITY 15 Presence + Technology On a recent earnings call, Facebook founder Mark Zuckerberg called Virtual Reality (VR) the next evolution of computing and now we’re on the verge of VR hardware being readily available for early consumer adopters. VR replicates an environment that stimulates physical presence in real or imagined worlds. Brands such as Volvo, Coca-Cola and Red Bull are actively experimenting with VR.   Key Takeaways VR will enable brands and marketers to drive attention and enable consumers. VR experiences are ideal for branded integrations as they are tied to the mobile device and can extend immersive content experience.  
  21. 21. HOLOGRAPHIC COMPUTING 16 Mixed Reality Holographic computing, sometimes called mixed reality, is a form of augmented reality (AR) where users can spatially interact with digital overlays. A recent forecast from Citi analysts highlighted the future of the VR/AR industry, and their view is that AR technologies will be most likely to disrupt major digital markets.   Many organizations are exploring mixed reality solutions. One that has garnered a lot of attention is Microsoft, with Hololens. Hololens produces interactive holograms that augment the existing physical world.   Key Takeaways The potential application for brand marketers is incredibly exciting as AR represents a blank canvas against the physical world. The developer beta starts in January 2016 and Epsilon will be active in the program.  
  22. 22. T H A N K Y O U . Q U E S T I O N S A B O U T 2 0 1 6 ? C O N T A C T T O M E D W A R D S , C H I E F D I G I T A L O F F I C E R , A G E N C Y E - M A I L : T O M . E D W A R D S @ E P S I L O N . C O M