The Top Digital Trends for 2020: What Brands & Retailers ... · WGSN We are WGSN, the global...
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The Top Digital Trends for 2020: What Brands & Retailers Need to Know to Thrive in the Year Ahead
MMA Webinar SeriesJanuary 14th, 2020
MMA is the Global Industry Trade Assoc. for Marketing
Started in 2003; turned around in 2013
Marketer led; plus media sellers, tech and agencies
800+ corp. members worldwide
55+ team worldwide
Operations in 15 countries
25+ conferences in 15 countries
MMA
APAC
MMA
EMEA
MMA
LATAM
MMANo.
Amer.
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1. Brazil2. Argentina3. Mexico4. U.S.5. China6. Indonesia7. India8. Vietnam9. UK10. France11. Spain12. Germany13. Turkey14. Middle East15. South Africa
MMA is only group that is “big tent” and global. Our programs bigger than just mobile MMA is (uniquely) the Whole Marketing Ecosystem
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1. Great Governancea. Board mix & leadership
2. Must Attend Events3. Great Initiatives
1. Fewer bigger programs
Components of Successful Trade Group
Marketers
Agencies
Media Sellers & Platforms
Enabling Tech
Fundamentally, MMA is about defining the future of marketing, & then marching the industry in that direction
Focus of Trade Groups
MMA’s Purpose
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WHO (The People We Serve):
Prime Audience: Pioneering Chief Marketers
WHY (Our Reason for Being):
Purpose: To enable marketers to drive innovation and enduring
business value in an increasingly dynamic and mobile-connected world.
WHAT (Our Strategic Priorities):
1. Measurement & Business Impact: Drive marketing effectiveness and the future of
measurement for sustainable business growth
2. Marketer Org Development: Redefine marketing organization dynamics and future
capabilities needed in a data and device connected world
3. Inspiration: Lead marketing innovation and creative effectiveness/impact for mobile
and emerging technologies
4. Advocacy: Establish standards and self-regulatory guidelines to improve consumer
trust and confidence in marketing and connected devices
MANAGING YOUR QUESTIONS
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Share the Insights
#MMAWeb
MMA IS 800+ MEMBERS STRONG GLOBALLYMARKETERS, AGENCIES, MEDIA SELLERS, TECHNOLOGY & OPERATORS
MMA RESHAPING THE FUTURE OF MARKETING
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SMoXMobile ROI Research
MATT Marketing Attribution Think Tank
MOSTTMarketing Org Structure Think
Tank
SMARTIESAwarding Best in Class Mobile
Campaigns
Industry Working Groups Driving the Future of Mobile
CEO & CMO Summit Annual Mobile Think Tank
Guidelines & Best Practices Viewability, Location, Native
and more
MM25 Marketer Peer GroupTackling Core Issues for
Marketers
Shared Knowledge of 800+ Members
From the Entire Mobile Ecosystem Worldwide
1,000+ Mobile Case StudiesInspiring Creative Innovation
SAVEFuture of Brand Safety Council
20 MMA Events in 15 Countries
PRESENTERS MODERATOR
Dr. Stephen KrausHead of Digital [email protected]
Leo ScullinVP of Industry ProgramsMobile Marketing [email protected]
Joe McDonnellGlobal Head of [email protected]
#DigitalTrends
2020
Top Trends for 2020 & Beyond
What Brands and Retailers Need to Know
to Thrive in the Years Ahead
© 2020 Jumpshot Inc.
Today’s Agenda
• Welcome: Introducing Ourselves (& our insights)
• 2019 Year-In-Review: A Highly Selective & Slightly Silly
Look
• 2020 Trends: Society, Home, Lifestyle
• 2020 Trends: Tech & Commerce
• 2020 Marketing: Leveraging Opportunities#DigitalTrends2020
Stephen Kraus
Head of Digital InsightsBehavioral Data Fiend,
Harvard Ph.D., Author,
Hacky Comedian
Joe McDonnell
Global Head of InsightAdman Turned Trend Forecaster
Psychographic Focus
Cycling Enthusiast
Two-Headed VisionaryGod of Beginnings, Endings,
Time, Duality, Transitions
and Doorways
Janus
Roman God
Today’s Hosts: Two Insights Pros & a Roman God
#DigitalTrends2020
Jumpshot: Every Search, Click & Buy. On Every Site.
Consumer and
competitive insights
across the Internet
1,500+ Websites
Insights specific
to your category
& brand
1,615 Categories
300M Shopping Events
10s of Millions of Panelists
Make confident
decisions with
accuracy
5B Clicks Per Day
1M Brands
600+ Retailers
Accurate Comprehensive Actionable
188 Countries
As of 12/15/19#DigitalTrends2020
WGSN creds slide
Pklaceholder WGSN CREDS SLIDE WGSN
We are WGSN, the global authority on consumer and design trends, helping brands across the globe create the right products at
the right time for tomorrow's consumer.
It starts with understandingthe consumer
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Consumer Insights,
Retail Strategy, Marketing
Insight Fashion
Creative Direction,
Design, Category Buying
New Product Development
Category Management
Brand Management
Beauty
Creative Direction,
Experience Design,
Packaging Design, Category Buying
Lifestyle & Interiors
Mindset
Business Strategy
Retail and Marketing Direction
Creative Direction
© 2020 Jumpshot Inc.
A Brief Look Back: The 2019 Year-in-Review
Did you know… Blade Runner was set in 2019?
© 2020 Jumpshot Inc.
2019: The Year In Search
Top 2019 Search Terms on Google
hurricane dorian
disney plus
avengers endgame
cameron boyce
nipsey hussle
jeffrey epstein
game of thrones
wizard of oz
bmw
doordash
stranger things
astros
popeyes
peloton
snake
jeffree star
snake game
carvana
clima
Top Trending
2019 Search
Terms on
nintendo switch
laptop
wireless earbuds
airpods
headphones
ipad
fire stick
fitbit
air fryer
roku
tablet
bluetooth headphones
ssd
kindle
gaming chair
tv
instant pot
micro sd card
toilet paper
game of thrones
Top 2019
Search
Terms on
Amazon
Source: Google; Jumpshot#DigitalTrends2020
© 2020 Jumpshot Inc.
How ConsumersLooked at 2019
U.S. Equities Hit New Highs Despite Economic Anxiety
Dow Jones Industrial Average (DJIA; past
100 years)
DJIA
2019
#DigitalTrends2020
Triple-Whammy Drove a Strong Holiday Season
↑ Consumer spending
↑ eCommerce growth
↑ Retail holiday impact
Consumer Confidence at a 10-Year High
#DigitalTrends2020
eCommerce Accelerating, with Plenty of Room To Grow
↑ Consumer spending
↑ eCommerce growth
↑ Retail holiday impact
eCommerce Growth Hits Seven-Year High
0
50,000
100,000
150,000
200,000
eCommerce
Sales
($ millions,
by quarter)
eCommerce
Growth
20192001
+17.6%
2009
Only 11% of retail sales are online.
Source: Jumpshot analysis of Commerce Dept data#DigitalTrends
2020
The “Cyber 5 Boost” Hits a New High
↑ Consumer spending
↑ eCommerce growth
↑ Retail holiday impact
The “Cyber 5 Lift” Hits a New High
0%
100%
200%
300%
400%
500%
Thanksgiving Black Friday Black Saturday Black Sunday Cyber Monday Total of Cyber 5
2017 2018 2019
Average US daily Internet purchases during Cyber 5 vs. Q3; no change = 0%. Across 38 major retailers.
326%
#DigitalTrends
2020
Anxiety & Uncertainty Underlie Economic Confidence
While 69 percent of
Americans say they are
satisfied with their overall
financial situation today, a
majority — 56 percent —
also say they feel
“anxious and uncertain
because the economy still
feels rocky and
unpredictable.” NBC News poll
#DigitalTrends2020
As we enter the second decade of the second
millennium we find ourselves in a world that is
unpredictable and changing daily, challenging the
learned logic of conventional science and culture
2020 Trends: Society, Home, Lifestyle
© 2020 Jumpshot Inc.
Broad Socio-Economic Trends 2020
The unregulated markets shaping the
global economy have also led to the
degradation of local communities and
natural resources. Post-growth economics
are seeing higher value placed on social
good over economic growth, and
consumer demand for corporate and
personal initiatives that prioritise the
environment and wellbeing.
Climate adaptability is no longer a strategy;
it's a critical consideration for long-term
growth, as consumers prioritise conscious
consumption, conscious commuting and
conscious corporate care.
According to the WHO, the number of
people aged 60+ will outnumber children
under five years old by 2020. Companies
should look at ageing as an avenue to
explore an exciting new life stage, rather
than perceiving it as life-limiting.
The global power balance is shifting as
Western countries begin to lose their grip
and influence on global trade. New
nationalism, alternative trade routes and
digital leapfrogging are tilting the influence
axis from West to East.
#DigitalTrends2020
Global Power Shift Aging Populations Climate Emergency New Economics
© 2020 Jumpshot Inc.
Balancing Age
"While we can all expect to live
longer than previous generations,
we must be attuned to the fact
that the ageing experience is
incredibly diverse."
- Sarah Douglas, director, The
Liminal Space
Creating Intimacy The Tactile Internet
Human engagement will come to
the fore in an era beset by social
fragmentation, the loss of public
space, rising screen time and
increasing isolation
We’re beginning to enter the
tactile realm - we will not only see
and hear virtual experiences, but
feel them as well, as haptic
technologies help us navigate
through increasingly mixed-reality
worlds
Key Societal Trends: Aging, Intimacy, Touch-and-Feel
#DigitalTrends2020
© 2020 Jumpshot Inc.
Survival mode De-Materialisation
As mindsets shift to prioritise social
and good over economic growth, 2022
will see the rise of limitarianism, and a
questioning of what ‘enough’ looks like
in an era of natural and man-made
disasters, adaptable and solution-
based products will be built for
survival, protection and support
Key Societal Trends: Seeking Security, Contentment
#DigitalTrends2020
© 2020 Jumpshot Inc.
2020 Trends: Tech & Commerce
© 2020 Jumpshot Inc.
Retail Trends 2020
#DigitalTrends2020
Renting Social
Responsibility
Transformation
Of Retail
Square Footage
Serving the
Underserved
Hyperlocal
© 2020 Jumpshot Inc.
2019 Obviously Another Tough Year for Brick-and-Mortar
#DigitalTrends2020
2019 Bankruptcies
NBC
Amazon Dominating, Diversifying
0
500
1,000
1,500
2,000
-35% 0% 35%
# of online
transactions (2019; in millions)
2019 YOY Growth
The 2019 Jumpshot eCommerce 25
8.4% Conversion rate
11% Of page views are sponsored
27% YOY growth of owned brands
54% Of product search
#DigitalTrends2020
Walmart Growing in Amazon’s Shadow
0
50
100
150
-35% 0% 35%
# of online
transactions (2019; in millions)
2019 YOY Growth
The 2019 Jumpshot eCommerce 25;
Amazon & ebay removed
• #2 in most categories; #1 during Cyber 5
• Strengths: grocery, home, electronics
• No 3P marketplace = more pricing power
• Lags Amazon in CVR, sponsored listings
#DigitalTrends2020
Also Rising: Etsy, Omnichannel, & Digital Pure-Plays
0
25
50
-35% 0% 35%
# of online
transactions (2019; in millions)
2019 YOY Growth
The 2019 Jumpshot eCommerce 25;
Amazon, ebay & Walmart removed#DigitalTrends2020
© 2020 Jumpshot Inc.
Marketing 2020
Marketing 2020 Trends
5G Goes
Mainstream
Social
Gets Closer
Influence Becomes
Conscientious
#DigitalTrends2020
Influencers & the Transaction-Based Ecosystem
From WGSN’s Future Consumer 2021 Report
Headline from PBS
80MM product views on
Amazon from Top
1,000 YouTube
influencers in 2018
2.7% Average
conversion rate
(vs. 0.5% from
YouTube ads)
75% of purchases
did not come
via the
influencer’s link
#DigitalTrends2020
© 2020 Jumpshot Inc.
Summing Up…
© 2020 Jumpshot Inc.
CES Wrap-Up: What Tech Is Ready to Cross the Chasm?
• Foldables: TVs, laptops, phones
• Apple: Airplay support for smart TVs
• Food: Impossible Burger 2.0, Impossible Pork
• Home: Google/Alexa powered devices, Linksys Wellness Pods
• Skincare: L’Oreal’s Perso combines AR, AI, personalization, elegant design
• VR: Oculus Quest (wireless, $399), HTC Vive Pro Eye (visual menu navigation)
© 2020 Jumpshot Inc.
Dr. K’s Top Take-Aways
• Dominators keep rising: Success means carving out territory you can own (marketplace niche, market
segment, retail holiday, etc.)
• Generations moving into new lifestages = opportunity (e.g., Millennials driving Chewy & Wayfair success)
• The New Data Imperative: Competitive intelligence, consumer insight, & marketplace mapping more
important than ever
• Transaction-based ecosystem: Digital advertising shifts from views to purchases
#DigitalTrends2020
© 2020 Jumpshot Inc.
Dr. K’s Top 10 Predictions for 2020
1. Consumer Demand (& all things digital) Keep Rising
2. The Retail Paradox Intensifies: More Stores Will Close, but Omni-Channel Accelerates
3. Grocery Shake-Up: Amazon Simplifies Offerings to Fend Off Walmart’s Growth
4. Amazon Wins the “Shipping Wars”: “CRaP” Reversal and “Lifestyle Integration”
5. “Retail Media” Goes Mainstream: Sponsored Listings Will Hit New Highs
6. Brand-Retail Innovation: New Models, a la Target-DTC Partnerships
7. Google Becomes the New AOL: No-Click Searches Hit New Highs
8. Digital Travel Disruption: Google Hotels Continues Reshaping the Travel Ecosystem
9. Buying Growth: Paid Click-Through Rates Hit New Highs
10. Hulu Pulls Ahead in the Streaming Wars: Disney Flexes, While Netflix Dwindles#DigitalTrends2020
WGSN creds slide
Pklaceholder WGSN CREDS SLIDE WGSN White Papers
Future Consumer 2021: http://bit.ly/fc2021wgsn
Gen X: http://bit.ly/genxwgsn
Gen Z: http://bit.ly/genzwgsn
Every search. Every click. Every buy.
On every site.
Jumpshot delivers digital intelligence from within the Internet's
most valuable walled gardens. Our global panel helps brands
understand consumer trends and digital journeys.
WGSN is the world’s leading trend authority for creative
thinkers in over 94 countries. Our services cover consumer
insights, fashion and lifestyle forecasting, data analytics,
crowd-sourced design validation and expert advisory services.
Questions
?
Stephen KrausHead of Digital Insights
Joe McDonnellGlobal Head of Insight
PRESENTERS MODERATOR
Leo ScullinVP of Industry ProgramsMobile Marketing [email protected]
Q&ADr. Stephen KrausHead of Digital [email protected]
Joe McDonnellHead of [email protected]
#ShapeTheFuture® with the MMA
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www.mmaglobal.com/webinars
DATA Unplugged: Future of Data in MarketingApril 1, 2020New York City
http://www.mmaglobal.com/events
UPCOMING MMA WEBINARS UPCOMING MMA EVENTS
The 2020 State of Mobile for MarketersTuesday, February 25thSponsored by: App Annie
MATT Unplugged: Future of AttributionMay 5, 2020New York City
IMPACT: Build The FutureMay 18 – 19, 2020New York City
MOSTT Unplugged: Future of Marketing Organization DesignJune 9, 2020New York City
MMA PROGRAMS & INITIATIVES
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Currency Measurement
Internet of Things
Location Mobile Games
Mobile Messaging
Mobile Native Advertising
Mobile Programmatic
Mobile Shopper Marketing
Mobile Video
Privacy
Thank you!