FullSIGHTS is a wide view of the digital communications sector. A collection of what has to be taken into consideration and what we must lose. Here you won't find prophecies, nor gurus or digital fortune-tellers... Here you will only see what is happening today, wherever you look around.

2. Here there is no room for "Blah blah blah" digital
trends, nor for empty phrases or words...
Here you have 10 real facts to take in consideration
when developing your Brand's Digital Strategy

3. Pay to play
Own Communities
From Mobile first to mobile only
Always online
Customization
Relevance
Shareable
Video-Content
Agility
Voice as interface

4. Pay to play
Facebook has limited the organic reach of your brand's posts to a 2%
and it will drag other social networks to do the same, forcing advertises
to create constant investment strategies in order to be visible

5. OWN COMMUNITIES
Main Social Networks push advertisers to invest in order
to reach their own fan base. Databases in property
make sense again, moreover when they offer more
management capacity and cross data opportunities

6. F R O M M O B I L E F I R S T T O
M O B I L E O N L Y
84% of internet users' access to the internet through their mobile devices...
Some groups limit their relation with brands through this channel, if you
address to them, invest all your budget in creating a mobile experience

7. Always Online
Users do not differ from on or off, and all media have
suffered a digitalization process. Digital affects to the online
purchases of our users, even if it is an offline purchase.
Barriers do not exist anymore

8. Usage of the data to adapt the content, not only to the device
from which you can access to them (mobile phones, tablets,
etc...) but the time of access to the content to the behaviour and
the profile of the consumer, to create really custom experiences
C U S T O M I Z A T I O N

9. RELEVANCE
The enormous amount of information and the constant flow
of content, being relevant by developing actions where
the interests of brand and consumers meet, is a must

10. S H A R E A B L E
Brands need earned media, meaning, users must
share their content in their on social profiles in
order to reach more users and improve their reach.
Potential viral campaigns will be hot news again

11. Your audience will sill consume and share audiovisual interactive or
personal experiences, 360º videos and other native formats on
mobile and social environments, such as microvideos, hyperlapse, etc
Video-Content

12. Agility
The world does not stop, consumers access to brands' contents
24/7 we must be ready to give answers in real time, to adapt
our marketing actions to the market and users' reality

13. Progressive implementation of voice assistants such as: Siri,
Google Now and Cortana; will lead us to develop new interfaces
in between brands and consumers. A new type of conversation
that will facilitate interactive experiences unexplored until today
VOICE AS AN INTERFACE

14. Javier Gómez de Quero del Castillo
Director General
+34 91 298 27 30
javier.quero@fullsix.com
Bueso Pineda 12, 28043 Madrid
www.fullsix.es