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7 Digital Marketing trends for 2016

Find out what the hottest topics for Digital Marketing are in the year ahead and beyond. Anything from 360 video, to social influencers and the role of big data.

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7 Digital Marketing trends for 2016

  1. 1. 7 digital trends for 2016
  2. 2. 2015 was a great year for digital marketing. It will be remembered for the widespread adoption of two things. Smartphones and social networks.
  3. 3. Let’s look ahead to 2016. What’s coming and what we should prepare for.
  6. 6. 1 VIRTUAL REALITY One of the biggest trends last year has been the emergence of short form video formats that are made specifically for the web.
  7. 7. 1 VIRTUAL REALITY This year is going to see an explosion in 360 o video 360 degree video is a type of video that is shot with either spherical cameras or multiple cameras arranged in a manner as to capture not just what is happening in front of the scene but everything around the camera. You can then play them in dedicated devices like Oculus Rift or in channels that already support this format, like Youtube or Facebook.
  8. 8. 1 VIRTUAL REALITY MythBusters: Shark Shipwreck (360 Video) https://youtu.be/aQd41nbQM-U Discovery: The Lion Whisperer https://www.facebook.com/Discovery/videos/10153922360953586/
  9. 9. BEACONS
  10. 10. 2 BEACONS Beacons are the next step in the merging of mobile app world and physical retail world. Beacons are small devices that can be placed around in stores, and when a smartphone comes near them, they are used to detect a user and send messages to that user’s phone (via a dedicated app).
  11. 11. 2 BEACONS These messages can be targeted to a specific user with a message like discounts and promotions or suggestions of what to buy. Also, they can be generic like “welcome to our store”. %
  12. 12. 2 BEACONS Beacons can also be used to guide a user in big malls to the place where the item they’re looking for is located (they call it indoor mapping). 
  13. 13. Estimote Bluetooth Smart Beacon https://youtu.be/sUIqfjpInxY 2 BEACONS Beacons: Digitally Connecting the In-Store Experience https://youtu.be/AvGiXF6xmiE
  15. 15. 3 DATA ANALYSIS Digital brought the possibility to track every action and every click, and we were able to know more than ever before about the audience of our ads.
  16. 16. 3 DATA ANALYSIS In 2015 and with Content Marketing, we created yet again new KPIs and more data points, usually collected through disparate sources and hard to compile reports.
  17. 17. 3 DATA ANALYSIS In 2016 expect growth in data driven campaigns and media agencies hiring data analysts.
  18. 18. 5 MOBILE SEO
  19. 19. 4 MOBILE SEO As most web traffic switches over to mobile (smartphones, tablets, etc), the majority of web searches will be split between apps and the mobile web.
  20. 20. 4 MOBILE SEO When people do a Google search on a mobile device the results are tailored not only for that specific person, but also for the environment around them (time of day, geo location, device type, etc).
  21. 21. 4 MOBILE SEO We need to better understand how people look for information on these devices and help our clients stand out in the search results. We need to better understand how people look for information on these devices and help our clients stand out in the search results.
  23. 23. 5 SOCIAL INFLUENCERS Basically everyone in the Baltics (and their dogs) is on Facebook and most people under 35 use Instagram (together with their dogs)
  24. 24. 5 SOCIAL INFLUENCERS We are finally moving beyond amassing “likes” and “fans” and engaging with our audience by giving them useful and meaningful content.
  25. 25. 5 SOCIAL INFLUENCERS Brands have two options on Social Media: either set up their own presence and pay the channels to reach their audience, or use Social Media influencers Social Media influencers are users who have already gathered enough followers as to have their own audience. They are usually addressing a specific product category (fashion, food, adventure, etc) and have dedicated followers. Their reach is often bigger than if brands would post under their own accounts.
  26. 26. MESSAGING
  27. 27. 6 MESSAGING Whatsapp, Facebook Messenger, Viber, Telegram, Snapchat, Google Hangouts, etc. People are starting to spend more time on these platforms than on traditional social networks.
  28. 28. 6 MESSAGING These days, you can even build apps into these messaging platforms. You can run tasks, order things, schedule, and much more, all inside a messaging app.
  29. 29. 6 MESSAGING Imagine that all I have to do to order my groceries home is open Facebook Messenger and send a message to Selver to re-order my usual shopping basket. Hey Selver! I need some food!
  30. 30. 6 MESSAGING I would then get a confirmation message within the same app and an option to pay by transferring money all within the app. Your regular shopping basket? CONFIRM & PAY
  31. 31. 6 MESSAGING I would also get a notification once the driver was about to arrive. Your goods are here!
  33. 33. 7 ARTIFICIAL INTELLIGENCE In the long run, digital ad formats will adjust themselves to the audience in front of them. Ads will almost write themselves (scary thought for creatives). % %
  34. 34. 7 ARTIFICIAL INTELLIGENCE This is beyond re-targeting: we are talking about ads that design themselves and “learn” from how the users interact with them.
  35. 35. 7 ARTIFICIAL INTELLIGENCE Advertising & Artificial Intelligence https://youtu.be/ozZkx-2RRfA
  36. 36. So, 2016 promises to be an exciting year for digital innovation. Get in touch with us if you want to be part of this journey!
  37. 37. Joao Rei HEAD OF DIGITAL INNOVATION M: +372 56 220 694 E: joao.rei@idea.ee T: @jcrei W: www.ideagroup.ee