7 DIGITAL
TRENDS FOR 2017
Take a look at what’s to come to fuel
your brand’s strategic growth.

Meet the Presenter
Jon Fox
President @ Flightpath
Flightpath is a creative digital agency headquartered in NYC that specializes in web
and mobile app design and development, social media marketing, search engine
optimization, and email marketing.
#Trendingin2017 | @flightpathny
Jason Myers
Content Marketing Expert @ Flightpath

Consumer preference and behavior
continues to evolve as mobile usage
expands

4
Bigger and faster
smartphones are
resulting in increased
mobile
§ Search
§ Content consumption
§ Purchase
#Trendingin2017 | @flightpathny

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From Phases to Micro-moments
The consumer decision journey has been fractured into hundreds of tiny decision-
making moments at every stage of the funnel.
#Trendingin2017 | @flightpathny
Source:ThinkwithGoogle

How To Win
§ Maximize opportunities to engage in all
category-relevant micro-moments
§ Consider the user’s intent and the user’s
context
§ Be useful by connecting people to what they’re
looking for in real time, and providing relevant
information when they need it
§ Make it seamless and easy to complete the sale
Micro-moments
Brands must adapt to the
fragmented consumer
journey and engage them
through micro-moments
across multiple channels
#Trendingin2017 | @flightpathny

DIGITAL TRENDS
FOR 2017

HIGH EXPECTATIONS
Trend

Delivering on Customer
Experience
§ A stronger customer experience is
key to acquiring loyalty and
retention
§ The value of loyalty and retention
has higher long-term returns than
the short-term value of new
conversions
#Trendingin2017 | @flightpathny

Focus on User
Experience Design
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User experience design is the process
of enhancing user satisfaction with a
product by improving the usability,
accessibility, and pleasure provided
in the interaction with the product.
#Trendingin2017 | @flightpathny

2017 Core UX Principles
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§ Clarity
§ Utility
§ Visual appeal
§ Strong visual hierarchy
§ Storytelling
§ Conserving attention
§ Speed
#Trendingin2017 | @flightpathny

2 UX Design Trends
13
§ Hero images create a ‘wow’
impact on the user and have
replaced the once-popular
carousels (which used to be
subconsciously ignored by users
because they look like ads)
§ Motion reinforcing the actions a
user is performing
#Trendingin2017 | @flightpathny

What Can You Do?
14
§ User Testing
§ Surveys
§ Analytics
#Trendingin2017 | @flightpathny

AUTHENTICALLY
MOBILE EXPERIENCES
Trend

‘Authentically Mobile Experiences’Defined
16
Services and experiences that could not have existed without a
mobile device like Uber, Snapchat or Pokémon GO.

Why Now?
17
§ Most businesses have mobile
experiences under their belt and
know that porting desktop to
mobile isn’t quite the ideal.
§ Authentically mobile experiences
represent more opportunities to be
present for your consumers
throughout their path to purchase.
#Trendingin2017 | @flightpathny

In The Wild
18
Mobile Messaging
§ 2017 will be a tipping point for mobile messaging
with more than half of mobile users using
messaging apps
§ Continue to see blend of messaging and social
networks
§ These will evolve as environments for brands to
interact with consumers
Chatbots
Healthcare is an area with a lot of hype around
chatbots, with different services offering a “doctor in
your pocket”
Mobile Payments
Mobile payments/wallets are destined to take off #Trendingin2017 | @flightpathny

MCommerce
19
Mobile Commerce will account for a third of US
retail ecommerce sales by 2020. Different forces
are driving the rise in conversions on mobile:
§ Larger phones make it easier to fill purchase
forms
§ Proliferation of mobile responsive websites
§ Native Mobile search (app search, visual
search, voice search)
74.2%
46.8% 15.7
%
Smartphone
Mcommerce
EcommerceMcommerce
#Trendingin2017 | @flightpathny

VOICE
OF THE CONSUMER
Trend

2016:
Growth of Call Volume
21
The volume of inbound calls to businesses
from mobile devices is growing at double-
digit rates
31% YOY Growth
2015 to 2016
#Trendingin2017 | @flightpathny Source:eMarketer

2017: Consumers will
Continue to be Heard
22
The number of calls to businesses by
consumers will rise in 2017, and will
influence roughly 1/3 of in-store sales
§ Call volume from search will rise more
than 15%, and volume from social will be
nearly double
§ $1 trillion of in-store retail spending will
be influenced from mobile users in the US
#Trendingin2017 | @flightpathny

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Other Voices of 2017
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Beyond actual calls to businesses, voice
is a growing trend in other areas:
§ Assistant devices: 1.8 million voice-
activated assistant devices are
projected to be sold in the US this year
(mostlyAmazon Echo)
§ Search: 1 in 5 search queries is
initiated by voice through Google’s
mobile app
#Trendingin2017 | @flightpathny

Implications &
Opportunities
25
§ All marketers need to be prepared
for heavier volume of inbound
calls
§ Opportunities for advanced call
analytics
§ Be present in voice search results
#Trendingin2017 | @flightpathny

VIDEO EVERYWHERE
Trend

Video
27
On websites, social platforms, and
online ads, video is dominating as the
format of choice.
§ Adults are spending an average of
1 hour and 15 minutes consuming
video each day
§ Video is also impacting other
brand marketing channels such as
websites and email
Views Per Day
YouTube
Estimated 10-
20 Billion
Snapchat
10 Billion
Facebook
8 Billion
Twitter
4 Billion
#Trendingin2017 | @flightpathny

Driving Website
Conversions
28
§ Video can quickly introduce companies or
products
§ 88% of visitors will stay longer on a site
that showcases the right video
§ Video can increase conversions up to 80%
#Trendingin2017 | @flightpathny Source:HyperfineMedia

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Video in Email
§ Video content in email has
proven very effective, leading
to a 50% increase of CTR, and
a 35% increase of customer
loyalty
§ Just seeing the word ‘video’in
email subject lines, leads to an
increased open rate of 19%
#Trendingin2017 | @flightpathny
Source:HyperfineMedia

New Video Formats
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Video will continue to grow, as new
formats and opportunities surface
§ Livestreaming
§ 360-video
§ Infotainment
#Trendingin2017 | @flightpathny

Live Video
31
§ People spend 3x more time watching
Facebook Live videos compared to
‘normal’videos
§ Brands and consumers have been using
Facebook Live to interact with their
followers
§ Periscope allows users to embed live
broadcasts directly into tweets
§ Snapchat has also focused on live
streaming, curating the best videos into
relevant stories
#Trendingin2017 | @flightpathny

The Era of
"Infotainment"
32
Today’s infotainment is a response to
consumer demands for better content over
ads
§ Consumers need to digest information but
be entertained at the same time
§ Finding a balance of entertainment and
information engages users, grows
awareness and develops trust
§ Content in video ads is taking different
formats: mini-series, tutorials, :30 ad spots,
social ads
#Trendingin2017 | @flightpathny

ADVERTISING EVOLUTION
Trend

Digital Ads
Won 2016
Digital advertising is not only pulling
dollars from traditional media, but it’s also
creating new advertising opportunities at
the local and national level.
Digital has grown faster than expected,
especially due to Facebook and Google.
Other factors include:
§ Precision targeting at scale
§ Shift to mobile
§ Growth of programmatic
§ Growth of digital video
#Trendingin2017 | @flightpathny

Mobile Ad Spending
35
Mobile ad spending will grow 45.0% to
reach $45.95 billion in 2017
§ As it grows, it will represent an
increasing share of overall ad spending.
§ By 2019, mobile will represent more
than a third of total media ad spend in
the US.
§ Google will capture 32.0% of the
mobile ad market — its closest rival
Facebook capturing 22.1% this year.
#Trendingin2017 | @flightpathny

Ad Blocking
36
Trend: Ad blocking penetration rates in
the US will slow in 2017 but still see
double-digit growth.
§ 92% of internet users said they’d
consider using an ad blocker
§ 62% of people said they are annoyed
by pre-roll ads
Though the US is still behind other
countries in terms of ad-blocking
penetration, it is anticipated to grow. The
impact is still unclear, but it has many
brands and marketers worried.
#Trendingin2017 | @flightpathny

A Fresh Perspective
37
Ad blocking has forced more content-
rich ad formats, which are better
suited for the demanding consumer.
Two examples are
§ Native advertising
§ Influencer marketing
#Trendingin2017 | @flightpathny

Native Advertising
38
Native ads are paid media that follow the form and
function of the user experience in which they’re
placed.
§ 25% more consumers were measured to look at in-
feed native ad placements over standard banners
§ 97% of mobile media buyers report that native ads
are effective at achieving brand goals
§ 18% higher lift in purchase intent than banner ads
Associated conversions like clicks and form fills are
especially high in healthcare, pharma and B2B.
#Trendingin2017 | @flightpathny

Influencer Marketing
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Marketers are turning to influencers to help
develop material that might come across as
more authentic than typical advertising. This
has implications for consumer and
professional marketing.
#Trendingin2017 | @flightpathny

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MARKETING AUTOMATION
Trend

Marketing
Automation Defined
42
§ What: Marketing automation is a
category of software
§ How: It streamlines, automates,
and measures marketing tasks and
workflows
§ Why: So companies can increase
operational efficiency and grow
revenue faster
Nurture relationships
with leads that aren’t
ready to buy
Retain and extend
customer relationships
#Trendingin2017 | @flightpathny

Marketing Automation
Enables…
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§ Lead generation
§ Segmentation
§ Lead nurturing and lead scoring
§ Relationship marketing
§ Cross-sell and up-sell
§ Retention
§ Marketing ROI measurement
§ Alignment with sales
#Trendingin2017 | @flightpathny

Marketing
Automation Features
44
§ Email Marketing
§ Landing Pages
§ Lead Management
§ CRM Integration
§ Social Marketing
§ Marketing Analytics
#Trendingin2017 | @flightpathny

More Than Just
Technology
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While there are important
differences between marketing
automation platforms, success is
often primarily determined by
three things:
§ Strategy and process
§ Content and lead flow
§ People
#Trendingin2017 | @flightpathny

The Content Challenge
46
Having enough content is often the most
underestimated challenge for successful
marketing automation.
§ Content is a must-have for consistent lead
generation and nurturing.
§ Ideally, this is based on a solid
understanding of your target personas, so
that content and messages resonate with
your audience.
#Trendingin2017 | @flightpathny

DATAATTRIBUTION
Trend

The Multi-Channel Path to Purchase
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§ Brands are interacting
with consumers across
multiple channels and
devices
§ The case for
multichannel marketing
has never been clearer
#Trendingin2017 | @flightpathny

Data Attribution
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§ Enhanced attribution
analysis can enable us to
truly understand our
customers’experience
§ In a strong modeling
methodology, values are
assigned to marketing
touch points, helping you
quantify your marketing
returns
#Trendingin2017 | @flightpathny

Areas of Opportunity
50
§ Start by looking at your
Assisted Conversions
report in GA
§ Align on a data attribution
model to inform your
marketing mix and better
understand the interplay
between multiple
channels and devices
#Trendingin2017 | @flightpathny

Our 7 Digital Trends for 2017
Data
Attribution
Marketing
Automation
Advertising
Evolution
Video
Everywhere
Voice of the
Consumer
Authentically
Mobile
Experiences
High
Expectations

Q&A
#Trendingin2017 | @flightpathny
Jon Fox
President @ Flightpath
Jason Myers
Content Marketing Expert @ Flightpath