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9 Trends That Will ShapeDigital Marketing in

2016DigitalThoughtLeaders

Tobias ZehnderCo-Founder & Partner

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Let’s Rewind

This year has already seen many milestones in digital marketing.

The rise of live-streaming, Facebook passing 1B daily active users, mobile overtaking desktop search volume, Instagram introducing ads, Google rebranding,the Apple Watch, the Internet of Things...

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as we work in a fast changing industry,it’s key to understand which trends drive future growth.

It’s also key to know where to

look for these trends.

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A/B testing,big data analysis,

mobile fundraising.

The Obama 2012 campaign is famous for successfully leveraging digital technology earlier

than others in our industry.

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What made theObama campaign successfulin 2012?

According to Harper Reed, CIO of the campaign:Not building everything from scratch, but learning from best-in-class practises of others.

In other words...

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The Future Is Already Here, It’s Just Not

Evenly Distributed.– William Gibson

Image: JWPhotography2012/flickr

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So, here are 9 trends that successful brands already put into practise to move the needle today.

They will shape digital marketing in

2016

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1 // HTML5 is the new standard for digital creatives.

A waste of

money.

Flash ads don’t

autoplay in

Chrome.

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CASE

Interactive creatives that workon all browsers and devices.

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2 // flexible planning is new normal.

Image: Chompoo Baritone

Can you launch

Instagram ads in 2015

if you didn’t budget

them 2014?

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The COMPLEXITY of digital communication is forcingthe SIMPLIFICATION of processes,as well as a more FLUID STRATEGY and AGILE EXECUTION.

-C.S. Harlinghausen, Starcom Mediavest

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Planning is going to beEXCTINCT.

- Jonathan Oliver, Microsoft

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3 // AdBlocking for the (mobile) masses.

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AdBlockers topped the iTunes charts on the first weekend

...but also lost ground again quickly one week later.

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Putting the 600’000 app installs of the first week into perspective(in one beautiful Excel chart)

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Exclusive: Swiss Market Situation

AdWords Traffic Post-iOS9-Launch (KW38/39)

Desktop -2.1%

Tablet -3.3%

Mobile -1.6%

→ No significant impact and patterns yet

→ General seasonality and fluctuation hasmore impact than adblockers on iOS9

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Winning our Industry’sNapster-Moment

Qualityover Price

Relevancyover Reach

Contentover Clutter

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4 // offline = online

Thanks to the smartphone, we definitely live in a connected world.

Being offline is the privilege of an older generation.

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The Rise of the Smartphone Mobile Computer

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Source: Think with Google

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CASE

Amazon Dash

is just one of many examples, where the digital meets the real world in a new way.

Mobile technology is the catalyst of this trend - with simple “Click-to-Collect” to Google’s “Store Visit” metric being just two other examples.

This unprecedented wave of online/offline synergies will move the boundaries of our industry. And the way our teams work.

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5 // YouTube grows up.

(( I have no idea what this is, but it generated millions of views ))

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There’s a new generation of «web natives» growing up. Their needs will shape the media landscape of the coming years.

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Masthead Reach by Day of WeekSwitzerland

Webrepublic Research - YouTube Advertising Report Switzerland, 2015

Mon Tue Wed Thu Fri Sat Sun

3’000’000Impressions

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CASE

Campaigns that leverage thecreative potential of a channel.

Choose your own adventure

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6 // storytelling drives convergence across devices

and plattforms

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Karasek & IkeaA great video thatcaptured the attentionof fans around theworld, generated views, coverage and links.

CASE

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Nike+ Outdo YouPersonalized videos based on actual training data.

CASE

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7 // real advantages for virtual pioneers

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CASEMammut #PROJECT360 let’s youexplore famous hiking routes.

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8 // data demands excellency.

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Structured data & twitter cards are a must for every website seeking reach.

Twitter cards integrate shared content directly into twitter’s timeline, leading to more interactions and reach.

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In the age of product feeds and shopping ads, there should not a single click be wasted.

Long-Tail Keyword Product not Available

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Combine insights & data from many sources to create ads that are more relevant.

+300% CTR +350% Conversion Rate

CASE

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WRAP UP

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9 Trends That will Shape 2016

1. HTML5 is new standard2. Flexible planning & budgets3. AdBlocking as positive challenge4. Offline = Online5. YouTube here to stay6. Storytelling drives convergence7. Virtual Reality as creative opportunity8. Data demands excellency.

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But hey, what abouttrend nr. 9?

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9. Data meets Creativityto create relevant and efficientmarketing and advertising.

This is the one to rule them all.

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Thank you.

Webrepublic @tozehnder