A presentation given to the Wake Forest Baptist Health Marketing Department. It takes a critical look at the role of media and technology and covers a wide variety of media, technology and consumer trends for 2018 and beyond with an emphasis on how they affect healthcare marketing.
7. What is Media?
How should this trend be applied?
How do trends affect how we look at
media and messaging?
8.
9. Rising Tide of Consumer Cynicism
The Fallacy of Digital Dominance
Altering Reality
Generation Nation Z
Higher High Speed Networks
Streaming’s Dominance
Audio Branding
Artificial Intelligence
The End of Net Neutrality
Consumer Tracking and Trust
Amazon Invasion
15. Purpose Driven Branding Bandwagon Fail
“Consumers are increasingly cynical of brands and
advertising, with ‘big business’ scandals and
“arrogance” around brand purpose to blame.”
37% trust brands less than they used to compared to
only 7% who trust more
Trinity Mirror Study, 2017
29. Traditional Media Still Accounts for
Majority of Local Ad Dollars
Despite Netflix and
YouTube grabbing
most of the headlines,
the average adults
daily time spent with
non-digital TV is over 2
hours higher than
their time spent with
digital video.
eMarketer, 2017
32. Perception and Reality in Digital
• A Short-Long-Tail
– Consumers generally visit a select few websites, not
hundreds or thousands
• Fewer Apps
– 3 Apps account for 80% of consumer app activity
(Chrome, WhatsApp, Instagram)
• Mobile First
– Consumers spent 10X longer on their phones in 2016
as they did in 2009
Mary Meeker’s Internet Trends Report 2017
36. The Promise of Programmatic?
• What viewability?
– Banners not ever actually viewed
• Click Fraud
– As much as 60% of clicks are by accident (AdWeek, 2017)
• Bots
– Automated scripts that scour the web and click on advertisements
– Some estimates point to 90% of clicks attributed to bots
• Viewer Fatigue
– We’ve become blind to banners
• Ad Blockers
– Long-load times, pop-ups and intrusive ads have caused a backlash with consumers
57. The Journey Will Begin in 2018
AT&T plans on
rolling out 5G
networks in a
dozen US cities in
2018
58.
59. What Will 5G Bring?
• Lightening fast speed
• More real-time connections
• Mobile is the thing
• Self-driving cars may actually become reality
• AR/VR goes mainstream
• Focus on video
• Ubiquitous Connectivity
78. Is Voice Enabled Advertising the
Future?
Smart speakers experienced a 279% growth in 2017
79. Voice Search is On the Rise
Last year, 20% of all searches were voice
By 2020, 50% are expected to be voice search
Source: Entrepreneur and Google reports, Nov. 2017
81. It’s Time to Pay Attention to Voice
Search
• The first result is all that matters
– eMarketer, Key Digital Trends for 2018
• It’s all about natural language
– Building in natural language in SEO
– Q&A sections etc.
Alexa, Where is the Nearest ER?
82. Using Alexa Skills for Brands
The Tide Stain Remover Skill offers step-by-
step voice instructions on removing over 200
types of stains.
88. Visual Search Rise with Voice
The updated AI powered
Google Assistant brings
new dimensions to visual
search. Lens is a
computer vision system
which allows you to
point your Pixel phone
camera at an object and
get real time information
about it.
91. Chatbot Chatter
• Chatbots have
already
revolutionized
customer service
• By 2021, more than
50% of corporations
will spend more on
bots and chatbot
creation than apps.
(Gartner, fall 2017)
96. Helping Kids with Cancer Using AI
“It’s always about how well technology becomes a servant to
people’s basic human needs.”
Trend Watching Innovation of the Day, February 2018
101. Winners and Losers
• Bandwidth as a marketing tool
– Brands with more money—get faster speeds
• Risk to content providers
– May drastically affect Netflix and others who rely
on open access
• Winners in this scenario are the ones that
control the pipelines
– AT&T, Comcast, Verizon
109. Amazon Advertising’s Rapid Rise
• Amazon’s ad revenues are growing faster
than almost every other ad publisher
– 48% increase in 2017
• By 2019, Amazon will earn 3.19 billion in
US digital ad revenues
Source: eMarketer, Sept. 2017
110. 72% of people visit Amazon at some point before
making a purchase
Source: Kenshoo Research, 2017
113. WebMD’s Alexa Skill
Web-MD allows users to ask Alexa a
long list of health related questions
related to any medical condition,
medications, treatments and more
114. Hospital Pilot
Programs are in
place so patients
can ask Alexa
questions about
their health and
providers can ask
the digital
assistant questions
about protocols
and other clinical
information.