Digital in 2015:

The year of the…

Paul Ten Haken

Click Rain

@paultenhaken

Paul Ten Haken

Husband & Father

Digital Marketer

Mission Trip Leader

Technology Evangelist

Minnesota Sports Fan

Obstacle Course Racer

Author

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orA look back at 2014

Digital Ad

Personalization

Gets Real

To promote its NX model, Lexus has created over

1,000 unique video ads, and will target them to

niche audiences across Facebook using the

social network’s data and ad-targeting tools.

Search Will Reign

Instore/Digital

Convergence

Facebook to begin testing a service called “Places

Tips” to deliver information about shops and

landmarks to users who are nearby, in part by

using localized transmitters known as “beacons.”

January 2015

An Intense Focus

on Mobile

336 Google Analytics profiles, 73+ million visits

The Internet of Things

will become a thing

IoT at CES 2015

“There will be so many IP

addresses … so many devices,

sensors, things that you are

wearing, things that you are

interacting with that you won’t

even sense it. It [the internet]

will be part of your presence all

the time. Imagine you walk into a

room, and the room is dynamic.

And with your permission, you are

interacting with the things going

on in the room.”

Google Chairman and ex-CEO,

Eric Schmidt

Wearables

Wearables and MC10

Native Advertising

Seven Digital Trends

To Watch In 2015

1. Web Video Moves From Neat to Necessary

Over the past year, the number of video posts per person has

increased 75% globally.

Globally, the amount of video from people and brands in News

Feed has increased 3.6x year over year.

On average, more than 50% of people who come back to

Facebook every day in the US watch at least one video every

day.

65% of these video views on Facebook are happening on

mobile.

2. The Multi-Screen

Experience

Matures

3. Wearables Meet

Marketing

Wearables Meet Marketing Through…

1) Just-In-Time” Notifications

Wearables Meet Marketing Through…

2) Experiences

Wearables Meet Marketing Through…

3) Responsive Design (or, user controlled design?)

4. Organic Reach

in Social Dries Up

(We’re talking to you, Facebook)

Arranging tweets based on time “isn’t the most relevant

experience for the user,” Twitter CFO Anthony Noto said at

the Citi Global Technology Conference in New York this past

Fall.

The solution: “An algorithm that delivers the depth and

breadth of the content we have on a specific topic and then

eventually as it relates to people.”

5. Facebook Will Hammer On Engagement

6. Digital Budgets

Get Respect

Source: Gartner’s CMO Spend Report, a survey of 315 marketing decision makers representing

organizations with more than $500 million in annual revenue.

68% of organizations have a

separate digital marketing

budget — it averages a

quarter of the total marketing

budget

Source: Gartner’s CMO Spend Report, a survey of 315 marketing decision makers representing

organizations with more than $500 million in annual revenue.

Two-thirds of companies are

funding digital marketing via

reinvestment of existing

marketing budgets.

Digital initiatives need to make up

35-40% of a 2015 marketing budget.

7. Advertising Hypernichification*

(*without being annoying)

2015 will be about…

• Internet of Things

• Wearables

• Mobile Marketing

• Web Video

• Flat Facebook

• 35%+ Digital Marketing Budgets

• Ads Getting Even Smarter

BONUS!

2015, the end of Foursquare

2015, the end of Blackberry

2015, the end of your mom

not on Snapchat

Digital in 2015:

The year of the…

Paul Ten Haken

Click Rain

@paultenhaken