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Digital Marketing Trends & Innovations Research

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3 Nov 2016
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Digital Marketing Trends & Innovations Research

  1. Digital Marketing: Trends & Innovations Ruth Lewin-Chen | October 2016
  2. The Future of Digital Marketing • This presentation demonstrates the main trends in digital marketing, and how companies work to integrate digital into their marketing. • The presentation is based on the Schieber Research company’s Disruption Prediction model, which identifies macro trends & growth engines, market trends and adoption, leading competitors’ actions, and best in class innovators – in order to understand the future of the industry.
  3. The Digital Marketing Trend Map Purchase / Monetization Budgets & ROI Tactics Video Instant Messaging Email Search CRM Content Marketing Trends Real-Time AI & Bots Personalization Location-Based & Contextual Macro Trends & Enablers Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data Source: Schieber Research
  4. Macro Trends & Enablers | Cross-Channel • Digital in 2016 by We Are Social suggests that although internet, mobile phones and social media experienced growth between 2015 to 2016 and enjoy high penetration rates, they still have more room to grow. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  5. Macro Trends & Enablers | Cross-Channel • Deloitte Global predicts that in 2016, 26% of smartphone users in developed markets will not make any traditional phone calls in a given week. • These users, called “data exclusives”, are replacing traditional voice calls with a combination of messaging (including SMS), voice and video services delivered ‘over the top’. The “data exclusive” contingent was 22 percent of all smartphone users in 2015, in compare to 11 percent in 2012. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  6. Macro Trends & Enablers | Cross-Channel • As of mid-2015, the most popular data service was text messaging, with 60 percent usage, closely followed by instant messaging, email and social networks. • Apps do not only replace private conversations but also aid in services such as take-away, requesting a taxi, booking an appointment etc. • The age group with the largest proportion of data exclusives as of mid-2015 was 18-24 year-olds, 31 percent of whom (in developed countries) reported not making phone calls on a weekly basis. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data Source: Deloitte, The rise of the data exclusive TMT Predictions 2016
  7. Macro Trends & Enablers | Cross-Channel • According to Adobe’s Get Personal study, 79 percent of people and 90 percent of millennials switch devices during a single online activity. • Two-thirds (66%) of device owners find it frustrating when content is not synchronized across devices. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  8. Macro Trends & Enablers | Cross-Channel • The 2016 Digital Marketer report by Experian shows companies plan on running cross-channel campaigns. • The website channel is the most likely channel to be integrated into these cross-channel campaigns, followed by social and email. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  9. • According to Forrester Research, mobile searches generated 30 billion calls to businesses in 2013, and will inspire 73 billion more by 2018. Macro Trends & Enablers | Cross-Channel Source: Twitter websiteSource: Google website Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  10. Macro Trends & Enablers | Cross-Channel In 2016, Nestlé partnered with Facebook to find out whether an untouched TV ad or one optimized for mobile would make the greater impact on Facebook for Coffee-Mate Natural Bliss. The test centered on a 15-second TV spot that the company altered to better fit the environment, with changes such as adding text overlays throughout the ad so that it could be understood with and without the sound on. Results: the mobile optimized version showed a 10-point increase in ad recall and 7-point increase in product awareness, compared to only a four-point increase in ad recall for the original version, and no increase in product awareness. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  11. Macro Trends & Enablers | Cross-Channel In 2016, TOMY UK relaunched its Lamaze infant plush brand with a year-long multichannel campaign. The campaign includes a content partnership with BabyCentre, a pregnancy and parenting digital destination, through which the site will feature a series of sponsored content articles from the site’s contributors, as well as a video product review and other sponsored vlog themes from influential vloggers. The activity also includes a programmatic online display campaign, which will target gift-givers seeking online inspiration on what to take to a baby shower. The push will be supported by social activity via Lamaze/BabyCentre’s Facebook page targeting new mums seeking parenting advice. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  12. Macro Trends & Enablers | IoT & Wearables Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data • The Internet of Things (IoT) connects everyday objects into web-connected data rockets. • IoT is not a new concept, but it has come a long way in the past few years, and today brands are pulling together data from an ever-expanding variety of objects that individuals continuously adopt. • Smartwatches, health trackers, home appliances — these are just a few examples of objects that can adapt IoT technology. Phillips Hue features an automated lights system. The system can automate the lights completely to make it seem like a person is at home when on a vacation. The lights can switch off automatically when leaving the house. Watch the video
  13. Macro Trends & Enablers | IoT & Wearables Wearables: • CCS Insight claims that the wearables market (include smartwatches, fitness trackers, augmented and virtual reality headsets and wearable cameras) is set to treble in size between 2015-2019 and become worth over $25 billion. • In volume terms, the market is set to grow from 84 million units in 2015 to 245 million units in 2019. • Smartwatches are the main source of wearables revenue, delivering over $9 billion of sales in 2015. • the explosive growth of fitness trackers will see sales more than double in volume between 2014 and 2015. Until 2019, these devices will remain the biggest wearables category by unit sales. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  14. Macro Trends & Enablers | VR • With new hardware available to individuals, and a growing body of content to consume, virtual reality has experienced high growth in recent years. • It is important to distinguish between virtual reality (VR) and augmented reality (AR) since they have different use cases, technologies and market opportunities: VR immerses a user in an imagined or replicated world or simulates presence in the real world; while AR overlays digital imagery onto the real world. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data Source: Ericsson, “10 Hot Consumer Trends 2016”, December 2015
  15. Macro Trends & Enablers | VR • According to Advertising Week, marketers need to make sure that 3 elements exist when using VR: • 1) Defining the goal in creating a VR experience (e.g. change brand perception, raise brand awareness, increase customer acquisition) • 2) Defining the audience • 3) Establishing specific metrics to measure the ultimate success. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data Pokémon Go app, launched on July 5th 2016, is an augmented- reality based application. As for September 29th, the app experienced over 500 million downloads, according to Niantic labs, the app developers. For many of the app users, Pokemon Go was their first experience with AR. The app allows its users to discover and capture Pokémons around them.
  16. Macro Trends & Enablers | VR Ford has launched a virtual reality app. The app allows the consumer to experience various events related to the brand. "Go behind the scenes, see automotive superstars in action and get behind the wheel with this 360-degree view into the world of Ford.“ Watch video eBay has launched the "world's first" VR shopping app, offering 12,500 products that shoppers can browse, select and add to their shopping cart just by moving their head. Once the app is downloaded, it works with headsets like Samsung's Gear VR. Watch video IKEA Catalog – the app allows the customers to see how the furniture will look like in their homes before the purchase, by using Augmented Reality technology. Watch video Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  17. Macro Trends & Enablers | Big Data • Allegedly, personalization and targeted marketing can be carried out efficiently thanks to the “big data” revolution: the ability to analyze the massive amount of data (structured or unstructured), in order to gather insights about the customer. • In “big data”, in addition to collecting the data, marketers ought to know what questions is it meant to answer, and how to analyze the data accordingly. • Furthermore, it is important for marketers to balance between data and creativity. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data Dr Pepper Snapple group was using big data analysis in order to optimize the audience for Straight Up Iced Tea. Through “big data” analysis, the company found out that while they were trying to target a younger audience for the product, they were in fact getting to an older audience – including busy mothers. The data helped the marketers to better understate the need state of the product’s consumers, consuming the drink as an alternative to energy drinks. The insight led to a mothers-centered campaign through influential bloggers who target mothers. Source: The stitchin’ mommy blog
  18. Macro Trends & Enablers | Big Data In China, Unilever Food Solutions used “big data” in order to create emotional bonds with its key target audience: chefs, for its Knorr brand. For the 2016 Chinese New Year, the company launched a social marketing campaign targeted for chefs who cannot go home for the holiday. The campaign included a WeChat webpage that featured the sounds of hometown dialects, in addition to spotlighting hometown specialties, covering more than 34 provinces and municipalities. After selecting their hometown and hitting the "Visit Home" button, users receive a virtual home-cooked dish, accompanied by caring voices in their hometown dialect, giving them the authentic feel of being at a family reunion. The campaign also offered chefs to send a greeting to their families and friends. The “big data” used for the campaign led to insights regarding the online digital behaviors of chef groups, which enabled to categorize the chefs under different tags so as to launch the ads more precisely. As for February 2016, the campaign has increased the brand's followers on social media, crossing over the one million mark. View the TV spot Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  19. Macro Trends & Enablers | Big Data The campaign incorporated a number of interactive elements on the WeChat platform. These include: • Prize redemption by using a mobile to scan a code on selected Knorr product packaging. • Interactive webpages on the UFS WeChat platform allowing chefs to hit a ‘visit home’ button to receive virtual home-cooked dishes accompanied by the sound of voices of their hometown dialect. • The sharing of lucky red envelopes. • Fans could also choose an image of a traditional Spring Festival dish and add a recorded message to send to families and friends. Mobile & Cross Channel IoT & Wearables Virtual Reality Big Data
  20. Marketing Trends | Real-Time Real-Time AI & Bots Personalization • Real Time marketing and decisioning is a trending topic due to Customer expectation of immediacy. • According to the 2016 Digital Marketer report by Experian, many marketers already incorporate aspects of real-time marketing into their current programs. • The possibilities for real time data can go far beyond the simple triggered email if marketers can align their data and use advanced analytics to optimize decisioning and messaging. Location Based & Contextual
  21. Marketing Trends | AI & Bots Real-Time AI & Bots Personalization Location Based & Contextual • Until recently, bots - softwares that impersonate a user, often used by spammers - were perceived by social networks as a “risk factor” (see Twitter’s 2015 annual report in which Twitter estimates that 5 percent of active accounts are fake). • Today, however, social networks and messaging companies are moving to welcome bots into their networks. • According to MIT Technology Review, helping companies set up marketing or customer service bots is seen as a new revenue source. • Popular mobile messaging services Kik and Telegram have both set up “bot shops,” where you can find automated accounts. Most are very simple, for example providing horoscopes, or helping you send money to other users. But some companies are setting up more complex, interactive bots for marketing purposes. In 2016, Microsoft created a bot designed to have automated discussions with Twitter users, mimicking the language they use. Less than 24 hours after the bot, @TayandYou, went online – Microsoft halted posting from the account and deleted several of its most obscene statements. The bot, developed by Microsoft’s technology and research and Bing teams, disputed the existence of the Holocaust, referred to women and minorities with unpublishable words and advocated genocide. Several of the tweets were sent after users commanded the bot to repeat their own statements, and the bot dutifully obliged.
  22. Marketing Trends | Personalization Real-Time AI & Bots Personalization Location Based & Contextual • According to Adobe’s Get Personal study, 90% of consumers are willing to share at least one piece of information (i.e. age or gender) about themselves to improve their online experience. • Consumers are especially open to information sharing when it results in a tangible benefit, such as discounts (62% of consumers surveyed) or when it makes their shopping experience easy (59%).
  23. Marketing Trends | Personalization Real-Time AI & Bots Personalization Location Based & Contextual • Gender is the type of data consumers are feeling most comfortable sharing, followed by age purchase history. Source: Adobe’s Get Personal study
  24. Marketing Trends | Personalization Real-Time AI & Bots Personalization Location Based & Contextual • Consumers also want a personalized experience, including apps (mobile and web) which are automatically personalized to fit their needs and interests and personalized websites. • The desire for personalization is especially prominent among millennials and “shopaholics”. Source: Adobe’s Get Personal study
  25. Marketing Trends | Personalization Real-Time AI & Bots Personalization Location Based & Contextual Source: Adobe’s Get Personal study • However, consumer anxiety and media consumption habits are cited as barriers to personalized marketing.
  26. Marketing Trends | Personalization Real-Time AI & Bots Personalization Location Based & Contextual • According to the 2016 Digital Marketer survey by Experian, 93% of marketers are personalizing communications to some degree. • Basic demographic data, such as first name, gender or birthday, is the most popular.
  27. Marketing Trends | Personalization Real-Time AI & Bots Personalization Location Based & Contextual • Segmenting is a core strategy that is crucial to any marketer’s success. As not all customers have the same characteristics or behave in the same manner, it’s increasingly important to employ different marketing tactics for each distinct group. • While traditionally segmenting has been thought about quite simply in regards to age, gender and even geography – as the threshold for data- driven marketing continues to increase, the definition of segmenting has shifted as well. In 2016, Google launched a new mobile application, Google Trips, aimed at helping consumers plan their vacations and other travels. Suitable for both iOS and Android, the app pulls in a combination of data from Google Maps and crowdsourced contributions from other travelers, in order to offer a personalized travel guide which contains information regarding day trips, reservations, points of interest, tourist attractions, restaurants and more.
  28. Marketing Trends | Location Based & Contextual Real-Time AI & Bots Personalization Location Based & Contextual • According to the LBMA (Location Based Marketing association), 77% of marketers agree location based data is valuable but only 65% think it's accurate. • Three quarters believe location based marketing is an important business issue for 2016. - While current use of location based marketing is focused on targeting consumers with offers to drive sales (insert average stat), location based tech will become much more pervasive in 2016. 66% of global marketers plan to use the technology in non-marketing areas of operations, customer services or public safety, for example. - All location technologies - beacon, NFC, GPS, and Wi- Fi - are set to grow by double digits, with 63% of marketers planning to invest in Wi-Fi, 57% of marketers planning to invest in GPS, 46% NFC and 41% in beacons.Source: LBMA Global Location Trends Report, March 2016 Barneys New York, an American chain of luxury department store, launched an iBeacon platform with its mobile app to alert users when new content is uploaded, as well as help customers navigate the store. In addition, the chain offers Barneys’ recommendations for dining and sightseeing in the Chelsea neighborhood, based on customers’ location.
  29. Tactics | Video • According to Cisco, globally, in 2019, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. • Internet video to TV doubled in 2014. Internet video to TV will continue to grow at a rapid pace, increasing fourfold by 2019. • Content delivery network traffic will deliver over half of all internet video traffic by 2019. By 2019, 72 percent of all Internet video traffic will cross content delivery networks, up from 57 percent in 2014. Porsche automaker created a 3D ad for its Porsche 911. The ad, on Fast Company's April (2016) issue, created for a group of affluent subscribers, Come with a small acetate prism, along with directions for assembly. Placing the prism atop a tablet computer—while it runs a video from 911hologram.com—brings shimmering 3-D footage of the latest Porsche 911 to life. This advertisement demonstrates how marketers can make print more relevant in the age of video.
  30. Tactics | Instant Messaging • According to Global Web Index, 36% of digital consumers are using Facebook Messenger app for messaging, and over a third are using WhatsApp.
  31. Tactics | Instant Messaging • According to eMarketer’s report, in 2016, 58.6 million US consumers are projected to use Snapchat at least once per month, representing 28.3% of US smartphone users and 18.1% of the US population (Snapchat Advertising: A Roadmap for US Brand Marketers and Digital Agency Executives, June 2016). • Snapchat app is best thought of as a utility for visually capturing moments that matter and communicating them creatively in a private or semiprivate way. • Globally, however, only 7% of global internet users are Snapchatting, according to Global Web Index.
  32. Tactics | Instant Messaging • As of November 2015, Snapchat is closing gap with Facebook in the social networks’ battle for scale in video. • The number of videos viewed on Snapchat every day has tripled since May 2015 to 6 billion in November 2015 (According to The Financial Times). • That compares with 8 billion daily video views announced by Facebook at the same time, which has doubled from 4 billion in April 2015. Facebook’s figure includes both desktop and mobile views, while Snapchat’s audience — though smaller in size overall — is entirely made up of smartphone users. • According to Global Web Index report (Q3-Q4 2015), 54% of Snapchat users use the app weekly or less often, while 82% of WhatsApp users use it daily, often more than once a day.
  33. Tactics | Instant Messaging In May 2016, Starbucks used Snapchat's Sponsored Lens ad format that overlays graphics on the app's ephemeral photos and videos. The brand used the Sponsored Lens feature to promote its revamped loyalty program and mobile app. Adding the sponsored graphic to a "snap" makes users' eyes bigger and then turns them into a pair of stars - the symbol the brand uses for its loyalty program - that then explode.
  34. Tactics | Content Rolex features detailed information regarding the brand’s watches on its website. Customers can learn about every component of the watch. The brand has a content marketing presence on Instagram as well, where it offers photos for PR.
  35. Tactics | Content Whole Foods focuses on content marketing in order to strengthen its position as a healthy living and earth- conscious eating brand. The retailer’s website features a “Eating & Cooking” section with information on “healthy eating”; “recipe collections”; “special diets”; and “parents & kids”. In addition, the retailer uses a lot of proactive language (“I want to learn/do/both” as a search option in its navigation bar) which makes the audience feel like they have an active role in the experience.
  36. The Future of Digital Marketing • The importance of integration and synchronization – between devices and channels – is becoming clearer than ever, as a mean of offering consumers the optimal personalized experience. • Big Data will continue to be relevant and marketers should define the questions that it is meant to answer. The use of Big Data is also driven by consumers’ willingness to give personal information as long as they see their benefit from it. • While some consumers are increasing their voice call volumes, many consumer become “data exclusives” and use other types of communication as an alternative to voice calls. • Using video is no longer a luxury, whereas in 2019 internet video traffic is expected to be 80% of all consumer internet traffic. • The use of VR and AR can help marketers change brand perception / raise awareness when used right. • Location-based technologies will see more implementation both for marketing purposes and in other business areas. • Millennials reflect most significantly digital trends, but as technology develops – more demographics are expected to adopt them as well.
  37. Resources Publisher Title We Are Social Digital in 2016 Deloitte Global The rise of the data exclusive Adobe Get Personal Experian The 2016 Digital Marketer Forrester Research Brief: Capture Customers With Click-To-Call Adobe How Millennials Made the Market for Innovative TV Services Adobe What the Internet of Things (IoT) Means for Cross-Channel Marketing Adobe Bridging Marketing with the IoT Deloitte Closing the digital divide: IoT in retail’s transformative potential CCS Insight Wearables Market to Be Worth $25 Billion by 2019 Ericsson 10 Hot Consumer Trends 2016 Goldman Sachs Profiles in Innovation: Virtual and Augmented Reality Advertising Week Should Virtual Reality be a Marketer’s New Best Friend? Campaign Brief Asia Chefs are invited by Isobar and Unilever Food Solutions to have a taste of home this CNY Twitter 2015 Annual Report Adobe Not Personalizing? Now, There’s NO Excuse! LBMA LBMA Global Location Trends Report Cisco Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 eMarketer Snapchat Advertising: A Roadmap for US Brand Marketers and Digital Agency Executives
  38. Thank You! The research was conducted by: Ruth Lewin-Chen Schieber Research | Market Research & Competitive Intelligence www.researchci.com | hamutal@researchci.com More articles and researches on Carmelon Digital Marketing website: http://www.carmelon-digital.com
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