Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

What The Best Brands Will Do in 2017

9.604 visualizaciones

Publicado el

With this presentation I proceed with a good tradition by following-up on my previous and related ones for 2016, 2015, and 2014.

As we all know, paying attention to what’s on the horizon does offer valuable insights. Knowing the below-listed 16 marketing trends which I consider as highly relevant for 2017, should help you to build, expand, and keep strong brands.

Publicado en: Marketing
  • Hurry up, Live Webinar starts in 6 minute! it's about the FREE Training Webinar: An insider system that made $23,481 in last 6 weeks! ➤➤ http://scamcb.com/zcodesys/pdf
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Want to earn $4000/m? Of course you do. Learn how when you join today! ♥♥♥ https://tinyurl.com/y4urott2
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Like to know how to take easy surveys and get huge checks - then you need to visit us now! Having so many paid surveys available to you all the time let you live the kind of life you want. learn more...◆◆◆ http://ishbv.com/surveys6/pdf
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Your opinions matter! get paid for them! click here for more info...●●● http://ishbv.com/surveys6/pdf
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Earn $500 for taking a 1 hour paid survey! read more... ➤➤ https://tinyurl.com/realmoneystreams2019
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

What The Best Brands Will Do in 2017

  1. 1. © Andreas von der Heydt – What The Best Brands Will Do In 2017 1
  2. 2. © Andreas von der Heydt – What The Best Brands Will Do In 2017 It´s now the time of year when every marketer should well reflect the past year’s performance and holistically examine what the New Year is going to mean for marketing, branding, and business. With this article I proceed with a good tradition by following-up on my previous and related articles for 2016. 2015, and 2014. As we know, paying attention to what’s on the horizon does offer valuable insights. Knowing the below-listed 16 trends that I consider as highly relevant for 2017, should help you to build and keep strong brands. So, let´s have a look at what I think that the best brands will do in 2017: Senior Executive, Marketing Expert, Leadership & Executive Coach, LinkedIn Influencer, Author, Speaker
  3. 3. © Andreas von der Heydt – What The Best Brands Will Do In 2017 3 1. Constantly Raise the Customer Experience 2. Instore Execution and Internationalization 3. Drive Data-fueled Creativity and Innovation 4. Cherish Analytics 5. Embrace Technology 6. Leverage the Internet of Things (IoT) 7. Further Develop Artificial Intelligence and Chatbots Capabilities 8. Push Augmented & Virtual Reality into Mainstream 9. Apply The Magic PISD Content Formula 10.Develop Value-Adding Native Advertising Campaigns 11.Rock Video - More, Better, Mobile 12.Put Even More Focus On Mobile 13.Institutionalize Influencer Marketing 14.Ramp Up Security Systems 15.Establish a Borderless Organization 16.Drive Vehemently Customer Loyalty
  4. 4. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  5. 5. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Although this should have been ingrained in every marketer´s DNA for years, however, with all the data, tech, and buzzwords flying around, one of the biggest marketing challenges of 2017 will be to stay calm, focused, and being obsessed with the only one that matters: Your customer! How to identify her, to reach her, to engage her, to make her purchase, to have her stay loyal, to make her to recommend you, and to have her even re-purchase more of your products in the future? 5
  6. 6. © Andreas von der Heydt – What The Best Brands Will Do In 2017 There is a certain risk that (marketing) managers – more than ever – get confused and fall into the trap of mixing up data-driven insights with a real customer-centric business philosophy. Whilst data will be an extremely crucial element of marketing in 2017 and beyond, it’s quite a challenge to filter out valuable information from the enormous volume of data available. Therefore successful companies and brands don´t worship the data gods for the sake of it; instead they have a comprehensive and deeply rooted digital transformation strategy in place which is flanked by a crystal clear marketing action plan. Enhanced and lived by every employee of the organization and not only by a chief digital officer who very often is floating around the company in search for her home base. 6
  7. 7. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  8. 8. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Omnichannel marketing, i.e. the ability to offer a continuous brand experience across shopping formats and devices, has been in recent years mostly interrupted and poorly delivered offline: When shoppers are in brick-and-mortar stores and face demotivated (or no) staff, waste time standing in line, do not find the products they´re looking for, feel not stimulated to buy – or even worse – do not have the impression of being welcome and appreciated. In other words: Many brands and retailers have gotten much better at matching their mobile app the responsive design of their website than creating an engaging and brand-building look, feel, and convenience inside their stores. 8 * Photo by David Shankbone with Creative Commons license.
  9. 9. © Andreas von der Heydt – What The Best Brands Will Do In 2017 According to Nielsen´s Global Retail Growth Report, 46% of shoppers around the world say that e.g. grocery shopping is something they try to spend as little time as possible doing. Less than half of global respondents (49%) believe their main grocery retailer always or mostly communicates with them in a relevant way. Why would you as a brand or retailer not want to exchange with shoppers, have them experience (feel, touch, smell) your products, have them express their social needs... in real stores? And although it´s common knowledge that we all dislike waiting at traditional check-out counters, after more than a decade the supermarket industry is still testing self-checkout kiosks (except for the UK where it went mainstream). 9 * Photo via Stephanie Faris
  10. 10. © Andreas von der Heydt – What The Best Brands Will Do In 2017 10 * Photo by Amazon via Wired Instead tech and retailing company Amazon launched in December 2016 a store called Amazon GO which works differently and empowers customers: Shoppers simply use an app, also called Amazon Go, to automatically add the products they buy to a digital shopping cart. Then they can walk out of the building without waiting in a checkout line. 10
  11. 11. © Andreas von der Heydt – What The Best Brands Will Do In 2017 11 11 * Photo via iBeacon Insider Top marketers will need to become bolder and more focused again when thinking about how to deliver real-life-brand experiences. As a basic, and as such no new news, brands should continue to invest in exclusive in- store promotions e.g. through beacons technology which sends data to smartphones via bluetooth. Top marketers, however, go a step further and continue to drive state-of-the-art technology into connected brick-and- mortar stores – e.g. installing smart mirrors or smart fittings rooms of vendors such as KineticCafe or Oak Labs – which excite shoppers and deliver real value. If you are in the lifestyle or FMCG business, you might want to talk with Polo Ralph Lauren flagship store manager in New York City who has started testing a new smart fitting room.
  12. 12. © Andreas von der Heydt – What The Best Brands Will Do In 2017 12 12 It´s never been easier to sell your brands and products to almost any place in the world thanks to various online marketplaces. Top brands will go the next step in 2017. First, they will take full advantage of offered services of leading platforms like Fulfillment by Amazon (FBA) service for brands and merchants. Instead of you having to fulfill orders one by one, Amazon stores your products for you and picks, packs and ships them out to customers in return for certain fees (pay as you go). The best brands will also enter closer cooperations with leading e-commerce platforms by establishing branded stores on big marketplaces, join their affiliate programs, share data, etc. * Photo by Amazon via Nooga.com
  13. 13. © Andreas von der Heydt – What The Best Brands Will Do In 2017 13 13 Second, I expect ambitious and growth- focused marketers to enter new collaborations with online marketplace partners which either operate in specific niches (e.g. Etsy or Zibbet for vintage or handmade products) or which are well positioned in certain geographies like e.g. Alibaba or JD.com in China, Flipkart in India, Souq in the Middle East, Rakuten in Japan or Tokopedia in Indonesia. I believe that Indonesia will soon become the third biggest e-commerce nation behind China and India; particularly in the Consumer Packed Goods sector. Already now it has established itself as one of Asia´s foremost mobile-first countries with more than 70% of internet traffic coming from mobile devices. * Photo via Windows Central
  14. 14. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  15. 15. © Andreas von der Heydt – What The Best Brands Will Do In 2017 15 15 In an era of ever increasing consumer emancipation and consumer co-creation, democratization of media, interactive experiences, fast speed and high complexity of constantly new trial and error (product) concepts, a major sweet spot for successful marketers lies in the intersection of human creativity and digital mastery. Leading brands will use technology, data, and algorithm-driven models to beef up and to complement their innovation processes. In an economic and cultural setting where six months are already considered as a lifetime, it´s crucial to have your technical and human dimensions tightly interwoven to be able keeping innovating, updating, and optimizing quicker and more impactful than your peer group.
  16. 16. © Andreas von der Heydt – What The Best Brands Will Do In 2017 16 16 Let´s take as an example US sports and clothing company Under Armour which is facing pretty stiff competition from its two major rivals Nike and Adidas. Digital and data management made them rethink how to approach creativity and marketing. They have changed their process and start now with consumer insights and then try to develop unique experiences. * Photo by Under Armour via MakeBelieveUK
  17. 17. © Andreas von der Heydt – What The Best Brands Will Do In 2017 17 One major outcome of it was the brand´s 2016 Olympics campaign when it outwitted competitors without having been an official sponsor with an enormous marketing budget. Still, they were fully compliant with the IOC´s Rule 40 restrictions. Under Armour´s superb “Rule Yourself” campaign didn’t contain any Olympic intellectual property and nevertheless was the second-most-shared Olympics ad in 2016. The brand also ran live events, used emojis congratulating some winners, etc. According to Amobee, digital-content engagement around Under Armour on Twitter has increased by 83 percent since the start of the Olympics. * Photo via Under Armour 17
  18. 18. © Andreas von der Heydt – What The Best Brands Will Do In 2017 18 More than ever, a key 2017 responsibility of marketing leadership is to create a mindset, framework, and culture of innovation based on the willingness to become a data-supported idea and creativity factory. In this respect organizations can learn a lot from agile and bold startups. That´s why I have difficulties to understand Coca-Cola´s most recent decision to shut down its Founders Program under which the company supported young startups. One might hope that with the new CEO they re-evaluate that decision and understand that it takes time, rigor, and true senior management backing to integrate entrepreneurial ideas and energy across the corporation. 18
  19. 19. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  20. 20. © Andreas von der Heydt – What The Best Brands Will Do In 2017 20 In 2017 top marketers of even smaller organizations will permanently and comprehensively tie back business and marketing objectives and actions to revenue, profit, customer engagement, retention, and satisfaction. In 2017 the best marketing departments will have performance-based scorecards in place which measure and analyze e.g. ROI of core business drivers like clicks, signups, downloads, purchases, stalls, etc and based on these will conduct weekly and monthly marketing reviews. Marketers will not any longer just accept data from social networks or marketing agencies. Instead I expect them to demand direct access to the results through independent data providers like Moat which is the web's largest digital advertisement search engine. There you can look up e.g. campaigns by advertiser, check where creatives run and how they perform (by using their tool Moat Analytics). This will make it even more challenging for marketing and advertising agencies which will need to thoroughly review their existing business model and reflect if and how they really add value to brands. 20
  21. 21. © Andreas von der Heydt – What The Best Brands Will Do In 2017 21 One attractive option might be teaming up very quickly with technology providers which are specialized in the interpretation and visualization of data as this will be a major need in 2017 for companies to better draw conclusions from data and insights (without the risk of drowning in the data ocean). Some very good data visualization tools available are e.g. Tableau, InstantAtlas or ZingChart. 21 * Photo via Tableau
  22. 22. © Andreas von der Heydt – What The Best Brands Will Do In 2017 22 In 2017 Brands will try very hard – and some will already succeed - to create single customer profiles to track customers more closely. Meaning, no matter where your customers are, what they’re doing, you want to be able interacting with them on mobile, tablets, desktops, or TV screens. Therefore, it´s also the year when cross-device targeting will finally take off and as such brands will create a consistent user experience and enabling to re-exchange and re-engage with customers wherever and whenever they left off. 22
  23. 23. © Andreas von der Heydt – What The Best Brands Will Do In 2017 23 With the further evolution of secure and encrypted messaging application, brands should invest more in tools such as GetSocial.io or Google Analytics to measure as good as possible where traffic is coming from. In addition, and that´s a great side-effect of these apps, you and your teams will be able to safely and quickly share confidential information with co-workers, customers, and business partners without worrying that your data could be compromised. Interesting secure messaging apps are Signal Private Messenger (available on iOS or Android) , Gliph or ChatSecure. 23
  24. 24. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  25. 25. © Andreas von der Heydt – What The Best Brands Will Do In 2017 25 Marketing departments will automate repetitive tasks such as website updates, mobile campaigns, emails, newsletter marketing, social media, etc. to simplify, to scale, and to orchestrate marketing campaigns within a holistic CRM strategy across multiple channels. Automation platforms and services like Oracle´s Eloqua, Marketo or Hubspot have become already more intuitive and affordable. To find out more about Marketing Automation, check out here this recent webinar. 25
  26. 26. © Andreas von der Heydt – What The Best Brands Will Do In 2017 26 In parallel to "Automation“ and to complement their scaling efforts, I expect that in 2017 more and more brands will give in the increased and reasonable pressure to rationalize their many partner relationships to reduce complexity and to benefit from consolidation. As a result, there might be some good opportunities for watchful marketers to acquire e.g. smaller research or advertising companies to strengthen their technology and data know-how. 26
  27. 27. © Andreas von der Heydt – What The Best Brands Will Do In 2017 27 To find and prioritize high value customers, marketers need to develop and embrace a very deep understanding of how to market to the right customers. Ten years ago, lead volume was by far the most adequate metric available to measure marketing success. In 2017 marketers will have access to excellent data sources and superior analytics which allow them to generate high value pipelines. Get here an insightful whitepaper on how to make your marketing more intelligent. 27
  28. 28. © Andreas von der Heydt – What The Best Brands Will Do In 2017 28 Moreover, I expect that marketers will try to leverage blockchains in 2017. To increase the organization´s security systems and to develop new products and markets. A blockchain, the technology underlying bitcoin and other cryptocurrencies, is a shared digital ledger, or a continually updated list of all transactions. This decentralized ledger keeps a record of each transaction that occurs across a fully distributed or peer-to-peer network, either public or private. The end game for blockchains isn’t just digital currency; it’s a new digital business model and flow. As such, a blockchain goes far beyond the “cryptocurrency” application. It has the ability to disrupt financial services (banks, insurances, clearing houses, etc.), health care, music and publishing industries (e.g. royalty and content management), energy, etc. 28
  29. 29. © Andreas von der Heydt – What The Best Brands Will Do In 2017 * Photo Source: Stanford Graduate School of Business © Andreas von der Heydt – What The Best Brands Will Do In 2017
  30. 30. © Andreas von der Heydt – What The Best Brands Will Do In 2017 When it comes to the number of connected devices, which form the basis of the Internet of Things (IoT), the current count is somewhere between Gartner´s estimated 6.4 billion (which doesn’t include smartphones, tablets, and computers and IHS’s estimate of 17.7 billion (with all such devices included). IHS forecasts for 2017 an installed base of 20.4 billion devices (and more than 30 billion in 2020). In 2017, more than ever marketers will be able taking advantage of the "smartness movement:“ from smart cities to smart things like sensors, clothes, beacons, etc. While IoT creates a bridge between new technology and older objects, it also creates a ripple effect that molds new technology. The broad adoption of the IoT will also drive platform as a service (PaaS) (PaaS) utilization. Gartner forecasts that by 2020 more than 50 percent of all new applications developed on PaaS will be IoT-centric 30 * Photo Source: SAP
  31. 31. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  32. 32. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Artificial Intelligence (AI) is no science fiction (any longer). Today AI technologies – such as deep learning, language processing, causal reasoning, machine learning, robotics, etc. – are used almost everywhere. They create insight from data and then act automatically on the realized insight. In consequence, every marketer should have at least a basic understanding of the main AI technologies and how they can help her to make the company´s products and services better; based on an in-depth understanding of consumer and behavioral data resulting in a far more granular personalization of the customer experience. 32 * Photo Source: Artificial Intelligence Wallpapers via PacifyMind.net
  33. 33. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Are you talking to a human or a bot to inquire about the status of your ordered bottles of wine, to get latest sports news updates, to get your hotel reservation confirmed, etc.? If you can’t tell, then the bot is working as planned. Although still early days, chatbot technology has become much more sophisticated in the past 12 months. A pretty good example is Facebook which in early July 2016 announced that there were 11,000 bots on Messenger and over 23,000 developers already two months after having opened the platform. To get more tips, case studies and a special Q&A series with some of the businesses and brands who have already built bots for Facebook Messenger click here www.messengerblog.com or have a look at a short clip featuring Facebook CEO Mark Zuckerberg who explains how people can now order flowers from 1- 800-Flowers "without having to call 1-800-Flowers" during the company's F8 conference in San Francisco on April 12, 2016. 33 * Photo Source: Business2Community.com CHATBOTS
  34. 34. © Andreas von der Heydt – What The Best Brands Will Do In 2017 In 2017, fueled by the adoption of chatbots, major messaging platforms like Facebook Messenger , WeChat (800 million users!), Twitter Direct Messages, Skype IM, Slack, Line, and Kik will continue to boom. As Forrester stated: "Chatbots Are Here, But They Aren't Ready To Replace Apps Or Humans.“ Chatbots will define the future of messaging apps. Fueled by the development of artificial intelligence and machine learning that will tailor brand experiences to fit each person that interacts with your organization. 34 * Photo via Letzgro
  35. 35. © Andreas von der Heydt – What The Best Brands Will Do In 2017 35 Although still early days, 2017 will see a further acceleration and stimulating competition among the major tech companies and their respective voice- and AI-enabled virtual assistants like Amazon´s Alexa, Apples Siri, Microsoft´s Cortana, and Google´s Assistant. Amazon e.g. suggests that the number of skills in the Alexa Skills Marketplace has increased from about 100 at the beginning of 2016 to more than 5,000. VIRTUAL ASSISTANTS 35
  36. 36. © Andreas von der Heydt – What The Best Brands Will Do In 2017 36 Currently Alexa is found primarily in the Echo, Fire TV, and Fire Tablet devices. But developers are actively working to expand the virtual assistant's reach to other devices. As a brand you should develop applications (skills) for categories such as smart home, food and drink, lifestyle, communications, mobility and transport, etc. In addition, for smaller companies and developers – or if you have an exciting idea - it might be an attractive option to apply for the Alexa Fund. It provides up to $100 million in investments to fuel voice technology innovation. Whether that's creating new Alexa capabilities with the Alexa Skills Kit (ASK), building devices that use Alexa for new and novel voice experiences using the Alexa Voice Service (AVS), or something else. 36 * Photo via Amazon
  37. 37. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Photo source: Amber Case via Flickr © Andreas von der Heydt – What The Best Brands Will Do In 2017
  38. 38. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Still propelled by the phenomenal success of Pokémon GO, in 2017 we’ll see the accelerated rise of Augmented and Virtual Reality (VR). Although in the meantime enthusiasm for Pokémon GO has significantly slowed down, without doubt it has proved in an impressive manner that apps are far from dead or would not be working. It also underlined that brands and developers will need to team up more effectively to develop content that people find engaging and love. Driven by Pokémon GO, Augmented Reality will activate consumers en masse this year. It has opened up new engagement and revenue opportunities for the entire app ecosystem by having shown a model between online and offline. Innovative brands and businesses (of them many small and local ones) will be able to piggy-back on its approach e.g. by increasing foot traffic to their venues and recruiting new customers with similarly apps and products. 38 * Photo via Red Bull
  39. 39. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Also Virtual Reality has started its journey to capture the mass market. There exist now well accepted basic and inexpensive smartphone-compatible VR headsets like Google Cardboard, the pretty impressive headsets of Homido or Samsung Gear VR which more and more consumers have been trying. Unfortunately, the more sophisticated and immersive devices such as the Oculus Rift or HTC Vive - which currently offers the best VR experience – still require powerful gaming PCs. Nevertheless, VR will continue to capture big bites of an highly attractive market segment with its endless options for product demos, company walkthroughs, storytelling, staff trainings, etc. Besides gaming and entertainment, real estate, and 3D design, I expect VR getting much more traction in 2017 in shopping, education, and tourism. 39 * Photo Source: BusinessCommunity.com VIRTUAL REALITY
  40. 40. © Andreas von der Heydt – What The Best Brands Will Do In 2017 A beautiful example is US retailer Lowe´s, which operates home improvement and appliance stores, which currently has 19 Lowe’s stores with “Holorooms” that utilize Oculus Rift and Google Cardboard. Customers can experience there what a new bathroom could look like, etc. They can substitute appliances and compare. Selections can be viewed either using the Oculus Rift in-store or at home with with a Google Cardboard device. Find everything here which you should know about VR and how it will affect your marketing. 40 * Photo Source: Lowe’s via Toronto Star
  41. 41. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Photo via Social Marketing Fella © Andreas von der Heydt – What The Best Brands Will Do In 2017
  42. 42. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Photo source: Jason Howie via Flickr PISD stands for Personalized, Immersive, Short- Lived, and Dense content forms. Mass customization will fully transform into personalization in 2017, i.e. reaching different types of audience members (or even individuals in its purest form) based on their behavior, preferences, and habits. 94% of executives consider delivering personalization as critical or important in order to reach customers according to a Forrester/PwC study. To develop a real personal communication strategy and to earn the attention of customers brands will need sophisticated data sourcing and analysis tools to target a more specific niche with a more specific topic. The best brands will develop new interactive ways – e.g. contests, surveys, infographics, polls, etc. - to get people participating actively instead of passively consuming. 42
  43. 43. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Photo source: Jonas Ginter via Vimeo By offering „immersive experiences“ users will feel that they´re involved and contribute to something bigger. Augmented Reality (AR), Virtual reality (VR) as well as 360 videos are three major technologies driving this approach forward. Marketers will need to be more creative than ever in the ways that they present content. They will have to use multiple types of content to make their material stand out in a crowded marketplace. So, upload your videos not only on Youtube, but also on Vimeo, submit infographics to Visual.ly, post slide decks to Slideshare and do not rely only on uploading images to Snapchat, Instagram or Pinterest. Users can share the other forms of visual content via social media, which can potentially increase the reach and engagement. 43
  44. 44. © Andreas von der Heydt – What The Best Brands Will Do In 2017 44Photo via Taboola In 2017, besides continuing to invest (which you should do) for your best content pieces into paid ads, with classics such as Google Adwords, Facebook Ads, and Stumble Upon, you should also promote your content by utilizing amplifying networks such as Outbrain and Taboola. 44
  45. 45. © Andreas von der Heydt – What The Best Brands Will Do In 2017 45 What makes Snapchat so sexy and valued at $25 billion or even more? Well, the facts that it has a very strong position within the 18 to 24- year-old demographic, i.e. with young Millennials plus those in Generation Z (both very valuable target groups for many businesses) and that its content disappears. Like no other platform, Snapchat highlighted the relevance and value of short-lived (disappearing) content. As a marketer you and your teams should think very hard about how best to integrate short- lived content into your marketing and content strategy. SHORT LIVED CONTENT 45 Photo via TheVerge
  46. 46. © Andreas von der Heydt – What The Best Brands Will Do In 2017 46 According to a study, the human attention span has dropped from 12 seconds in 2002 to only eight seconds in 2013, which is a second shorter than a goldfish. As a consequence, when many consumers have a lower attention span than a gold fish dense and compact content will be crucial for the success of any form of communication in 2017 and beyond. To be able to cut through the noise message will not only be creative and unique, but most of all worded in headline- and sub- headline style making every line and word count. 46 Photo via Social Media Today
  47. 47. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  48. 48. © Andreas von der Heydt – What The Best Brands Will Do In 2017 48 Definitely one of the big trends and buzzwords for 2017: Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform's editorial staff. The word "native" refers to this coherence of the content with the other media that appears on the platform. Native advertising is expected to expand across numerous online platforms this year, since it´s a form of paid media which fits organically. Native advertising, if well executed, doesn’t disrupt the user experience, so users can’t differentiate between what is paid advertising and what is part of the site. According to data from IPG & Sharethrough consumers looked at native ads 53% more frequently than display ads. 48 Photo via TechCrunch
  49. 49. © Andreas von der Heydt – What The Best Brands Will Do In 2017 49 A cool example is Cadillac´s recent "Dare Greatly“ campaign. Its protagonists describe how they are shattering the status-quo and pushing innovation forward in their respective communities (e.g. in fashion, entertainment, technology etc.). Careful: In order of not losing consumers´trust and keeping them engaged, native advertising needs to provide real value and easy consumption. It must not come across as a „disguised“ ad to be effective. In 2017, the leading brands will carefully and smartly look for ways to weave their products and offerings into a larger narrative. Photo Source: Cadillac Europe via Youtube 49
  50. 50. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  51. 51. © Andreas von der Heydt – What The Best Brands Will Do In 2017 51 According to Brightcove´s global survey The Science of Social Video: Turning Views into Value report 74% of consumers say there is a connection between watching a video and their purchasing decision-making process. With the average consumer now watching 49 minutes of social video every day. That´s why video content will continue to rock. More than ever in 2017, e.g. with 360° experiences which were triggered some years ago by GoPro´s spherical videos. Some months ago, UK fashion company Ted Baker released in collaboration with Guy Ritchie "Mission Impeccable“ a crime-meets- couture-themed thriller - on its homepage, etc. which was entirely shoppable. Viewers could add items to their online carts with a simple click. Photo Source: Ted Bakervia Youtube 51
  52. 52. © Andreas von der Heydt – What The Best Brands Will Do In 2017 52 And let´s not forget Snapchat Spectacles. Snap, the company formerly called Snapchat, created with Spectacles its own wearable sunglasses ($129) with which you can record 10-second video clips which are formatted for interactive playback in the Snapchat app. As a user you can augment the experience by putting filters to the videos, text, or stickers. In 2017, I anticipate significant improvements in immersive devices (see section on AR and VR) as well as software giving brands more options to engage users in exciting video content. Photo via TheVerge 52
  53. 53. © Andreas von der Heydt – What The Best Brands Will Do In 2017 When thinking of live streaming video which allows marketers to strongly connect with consumers on the fly, you need to focus first and foremost on the crème de la crème of video-sharing sites: "YouTube“ which now has over a billion users; i.e.. almost one-third of all people on the Internet. Every day people watch hundreds of millions of hours on YouTube and generate billions of views. 53 * Photo Source: Youtube via TeamBeyond Another canon which will fully fire off this year will be Live Video Streaming
  54. 54. © Andreas von der Heydt – What The Best Brands Will Do In 2017 54 Also Facebook Live needs to be part of the live video portfolio of any ambitious brand. It only launched in 2015 and therefore being still much smaller. All users can share now live- streaming video on FB Live, while friends and fans can comment the video as it streams. For example, the cosmetics brand Benefit has been running a weekly live stream every Thursday called “Tipsy Tricks with Benefit!” Even the The Metropolitan Museum of Art (MET) has taken fans for a tour through the museum when it hosted a Facebook Live Q&A with one of its curators using Facebook Live. To learn more about how to use Facebook Live to increase brand awareness and social following you might want to check out Tips For Using Facebook Live. Photo Source: TechNewsToday 54
  55. 55. © Andreas von der Heydt – What The Best Brands Will Do In 2017 A final word on video: We live now in an age of mobile video. Time for every marketer to realize it. Invodo reports that mobile video views grow six times faster than desktop video views. I also expect for 2017 that "video customer service“ will get a lot of momentum for top brands, since it´s an impactful medium to ease customers´ pain points in an efficient manner (besides phone calls, mails, and social media). 55 * Photo Source: VeriShow MOBILE VIDEO
  56. 56. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  57. 57. © Andreas von der Heydt – What The Best Brands Will Do In 2017 57 Already in September 2015 the German Online Fashion company Zalando celebrated its MobileFirst Day when it presented multiple mobile first initiatives with various partners and vendors (Facebook, Instagram, Uber) and tried to make its almost 10,000 coworkers to think and support “Mobile First.” Photo Source: Zalando 57
  58. 58. © Andreas von der Heydt – What The Best Brands Will Do In 2017 58 Whilst in 2015 and 2016 businesses mainly focused on ensuring that their web pages were optimized for mobile browsing, the mobile journey has been accelerating towards mobile apps – and luckily even small business can now easily and inexpensively build their own apps via services like GoodBarber or AppsMoment - and mobile payment services and apps like Apple Pay, Google Wallet, Amazon Payments, Square Cash or Venmo. Photo Source: Zalando 58
  59. 59. © Andreas von der Heydt – What The Best Brands Will Do In 2017 59 According to Zenith’s Mobile Advertising survey, mobile devices will account for 75% of global internet use in 2017 (from 40% in 2012 to 68% in 2016). Mobile advertising will overtake desktop advertising in 2017, increasing its share of global internet advertising to 52% from 44% this year. Do you need more figures to get your mobile budget significantly and very quickly ramped up? Already during the 2016 holiday season more than 72% of Amazon´s customers worldwide shopped through mobile devices (shopping on the free Amazon mobile app grew by 56 percent that 2016 holiday, worldwide). 59
  60. 60. © Andreas von der Heydt – What The Best Brands Will Do In 2017 60 Having a mobile-friendly website or app has just been the beginning if you want to reach a wide audience. In 2017, excellent marketers will create content that looks cool and works well on any device regardless of screen size and whether it’s an iPhone, Apple Watch, or Android tablet. 60
  61. 61. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  62. 62. © Andreas von der Heydt – What The Best Brands Will Do In 2017 62 According to Digital News report, 47% of online consumers use ad blockers. Frankly, this number is expected to continue growing as consumers get more savvy about protecting themselves from ads. So, if your company isn't utilizing influencer marketing yet, you better get started. Very quickly! While “influencers” always have been a leading element in marketing, they're quickly becoming one of the most effective ways to reach customers and clients. That's especially true on social media. Influencer marketing gives brands the opportunity to create word-of-mouth buzz through personalities whom consumers already follow and admire. When influencers are used effectively, they create natural ways to seduce a target audience. 62
  63. 63. © Andreas von der Heydt – What The Best Brands Will Do In 2017 63 Los Angeles-based InstaBrand offers a mobile-influencer platform that connects companies with more than 100,000 influencers in their database across social-media channels. You can also check this great article on how you get influencers sharing your content. In 2017 brands will increasingly rely on micro-influencers with high engagement in niche verticals to produce more organic and engaging content (to be used e.g. within native marketing campaigns). Take e.g. UK´s Pretty Little Things an online fashion start-up company which very successfully targets teenagers and twenty somethings with sassy, inexpensive, and glamorous fashions created with influencers like Lionel Richie’s 18-year-old model daughter Sofia (1.8 million Instagram followers). Photo Source: Sofia Richie Instagram 63
  64. 64. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Photo source: Perspecsys Photo via Flickr © Andreas von der Heydt – What The Best Brands Will Do In 2017
  65. 65. © Andreas von der Heydt – What The Best Brands Will Do In 2017 65 Protecting your company against cyber-crime should become a major priority now that an army of compromised devices has swamped one of the industry’s top distributed denial-of-service protection services. A giant botnet made up of hijacked internet-connected things (even thermostats were abused!), launched last year the largest DDoS attack ever. Services like Nexusguard DDoS Protection protects your organization against all types of DDoS attacks, including UDP, NTP, SMTP, SYN Flood and even DDoS attacks launched from Ransomware. Photo Source: Youtube 65
  66. 66. © Andreas von der Heydt – What The Best Brands Will Do In 2017 Photo source: Perspecsys Photo via Flickr 66 As a top marketer one of your biggest worries should be how to ensure the safety of your customers´data. Therefore leading brands hire also specialized companies such as Social-Engineer to test the strength of their security both online and offline so they can identify where they’re weak. Finally, there have already been examples in the past months of brands victimized by co- ordinated misinformation campaigns, including so- called fake news. Therefore you need to ensure that you have a tight tracking as well as a pro-active crisis/PR system in place. 66
  67. 67. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  68. 68. © Andreas von der Heydt – What The Best Brands Will Do In 2017 68 Finally, a word on the possible marketing organizations of the future. Many (consultancies) are suggesting that the (digital) transformation of marketing should be led by a Chief Digital Officer (CDO). I strongly disagree. If your CMO and your marketing team are not ready (yet) to tackle related challenges and tasks, then you as leaders better support and train them ASAP, instead of hiding your strategic and organizational weaknesses behind the function of a CDO. Even if you were lucky enough to find an exceptional candidate to fill out the demanding role of CDO (tech and marketing understanding, strategic mind and strong executer, change manager) and if you were to give her direct business responsibility (which in my opinion is a definite „must“ for such a role), then she should be part of the CMO´s team, and in charge of digital strategy and campaigns, versus being in a separate function or organization. She should closely team up with an expect Chief Marketing technologist as her peer to co-lead such initiatives. 68
  69. 69. © Andreas von der Heydt – What The Best Brands Will Do In 2017 69 The organization´s senior management team will need to create an organization free of department borders and a „silo thinking“ mentality. The need to kick-off and moderate the required change initiatives and, over time, to withdraw more and more and as such giving people freedom that they can contribute and amaze them. Based on attributing individuals more decision-making authority, providing them with learning opportunities, stimulating virtual team work and global project work, and allowing them to self-organize. 69
  70. 70. © Andreas von der Heydt – What The Best Brands Will Do In 2017 70 The future of marketing – embedded within an accelerating digital transformation process - encompasses key functions from R&D, sales, finance, legal, HR to strategic business planning. Most importantly, it´s not rooted on machines or algorithms. It´s rather founded on the conviction and knowledge that people as owners will do whatever it takes to make their organizations, projects, and teams succeed. 70
  71. 71. © Andreas von der Heydt – What The Best Brands Will Do In 2017© Andreas von der Heydt – What The Best Brands Will Do In 2017
  72. 72. © Andreas von der Heydt – What The Best Brands Will Do In 2017 72 It shouldn’t come as a surprise that for many brands the respective trust levels is low. In recent years, there have been numerous examples of consumers being misled by brands in sectors like food, beauty, automotive, the technology sector, etc. Prior to the internet age, brands could get away with these sorts of things easily, but now—luckily for customers—it’s not as easy. 72
  73. 73. © Andreas von der Heydt – What The Best Brands Will Do In 2017 73 In a recent report the Rare consultancy put the focus back on customer emotions and explored the drivers of true customer loyalty. There were several key findings: Loyalty isn’t functional. While general purchases are driven by price (81%), quality (80%) and convenience (55%), loyalty is about likeability (86%) and trust (83%). As a result, in 2017 top marketers will very strongly focus on emotional and authentic messages (e.g. via Influencer Marketing) to drive customer engagement (versus customer recruiting) and to try making them more loyal. 73
  74. 74. © Andreas von der Heydt – What The Best Brands Will Do In 2017
  75. 75. © Andreas von der Heydt – What The Best Brands Will Do In 2017 75 Of course, the presented list isn’t exhaustive. Be prepared and ready for the unpredictable and unprecedented. That´s the real beauty of being a leader, manager, business owner or... marketer. Even, and especially, in a world which is increasingly dominated by data and analytics. Nor should you have ambitions of getting involved with all of the trends which I have outlined in this article. Instead, focus on the ones which make most sense to your business setting, competitive environment, resources, vision and ambitions. However, be bold, think big, and dare to experiment, fail, and succeed. The timing has never been any better. Wishing all of you a lot of fun and success by building and developing again some great brands in 2017! 75
  76. 76. © Andreas von der Heydt – What The Best Brands Will Do In 2017 76 76 Constantly Raise the Customer Experience Instore Execution and Internatio- nalization Drive Data- fueled Creativity and Innovation Cherish Analytics Embrace Technology Leverage the Internet of Things (IoT) Further Develop Artificial Intelligence and Chatbots Capabilities Push Augmented & Virtual Reality into Mainstream Apply The Magic PISD Content Formula Develop Value-Adding Native Advertising Campaigns Rock Video - More, Better, Mobile Put Even More Focus On Mobile Institutionalize Influencer Marketing Ramp Up Security Systems Establish a Borderless Organization Drive Vehemently Customer Loyalty
  77. 77. © Andreas von der Heydt – What The Best Brands Will Do In 2017 77 Senior Executive, Marketing Expert, Leadership & Executive Coach, LinkedIn Influencer, Author, Speaker linkedin.com/in/avonderheydt facebook.com/ConsumerGoodsClub twitter.com/ConsumGoodsClub slideshare.net/AndreasvonderHeydt youtube.com/user/BlondJames007 soundcloud.com/andreas-700932257 iTunes Podcast – Leadership XXL
  78. 78. © Andreas von der Heydt – What The Best Brands Will Do In 2017 78 78 2014 Predictions2015 Predictions2016 Predictions
  79. 79. © Andreas von der Heydt – What The Best Brands Will Do In 2017 79 79 USA UK Germany Spain Italy France Japan Canada India Australia USA UK Germany Spain Italy France Japan Canada India Amazon Audible iTunes
  80. 80. © Andreas von der Heydt – What The Best Brands Will Do In 2017 80 80 1. http://www.nielsen.com/content/dam/nielsenglobal/de/docs/Nielsen%20Global%20Retail%20Growth%20Str ategies%20Report_DIGITAL.pdf 2. https://www.kioskmarketplace.com/articles/supermarket-self-checkout-technology-approaching-tipping- point/ 3. https://www.amazon.com/b?node=16008589011 4. https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html 5. http://digiday.com/brands/retailtech2016-inside-ralph-laurens-connected-fitting-rooms/ 6. https://services.amazon.com/fulfillment-by-amazon/benefits.htm 7. http://gs.statcounter.com/%20-%20desktop+mobile-comparison-ID-monthly-201409-201508 8. http://www.si.com/olympics/2016/07/27/rule-40-explained-2016-olympic-sponsorship-blackout-controversy 9. https://www.youtube.com/watch?v=Xh9jAD1ofm4 10. http://www.pitch.co.uk/brands-winners-losers-rio-2016/ 11. http://coca-colafounders.com/index.php?page=home 12. https://www.innovationleader.com/coca-cola-shutters-founders-initiative/ 13. https://blog.getresponse.com/optimizing-marketing-automation.html 14. https://radius.com/landing/the-guide-to-marketing-intelligence/ 15. http://scet.berkeley.edu/wp-content/uploads/BlockchainPaper.pdf 16. http://www.gartner.com/newsroom/id/3165317 17. https://www.ihs.com/Info/0416/internet-of-things.html 18. https://www.greenbiz.com/blog/2014/04/14/cisco-and-amsterdams-plan-make-green-city-smart 19. http://www.gartner.com/newsroom/id/3241817 20. http://www.sapientnitro.com/en-us.html#home 21. https://www.facebook.com/notes/david-marcus/messenger-platform-gets-an-update/10155014173359148/ 22. https://www.youtube.com/watch?v=FRpnA1fE19Q 23. https://www.forrester.com/report/The+State+Of+Chatbots/-/E-RES136207
  81. 81. © Andreas von der Heydt – What The Best Brands Will Do In 2017 81 81 24. https://developer.amazon.com/public/solutions/alexa/alexa-fund/fund-signup 25. https://developer.amazon.com/alexa-skills-kit 26. https://www.linkedin.com/pulse/1-month-global-pok%C3%A9mania-key-implications-learnings-von-der- heydt?trk=mp-reader-card 27. http://www.lowesinnovationlabs.com/holoroom/ 28. https://www.cnet.com/special-reports/vr101/ 29. http://www.pwc.com/us/en/increasing-it-effectiveness/forrester-customer-personalization-power.html 30. https://www.linkedin.com/pulse/snapchat-worth-25-billion-andreas-von-der-heydt?trk=mp-reader-card 31. https://advertise.bingads.microsoft.com/en-us/insights/all-insights 32. https://en.wikipedia.org/wiki/Native_advertising 33. http://www.sharethrough.com/resources/in-feed-ads-vs-banner-ads/ 34. http://go.brightcove.com/marketing-social-research-US?_ga=1.216372758.167032366.1482830886 35. https://www.youtube.com/yt/press/statistics.html 36. https://www.facebook.com/facebookmedia/best-practices/live 37. http://www.invodo.com/mobile-explosion-infographic/ 38. https://tech.zalando.com/blog/why-zalando-is-celebrating-mobile-first-day/ 39. http://www.zenithmedia.com/mobile-forecasts-75-internet-use-will-mobile-2017/ 40. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2232897 41. http://www.digitalnewsreport.org/ 42. https://www.entrepreneur.com/article/270363 43. https://www.theguardian.com/technology/2016/oct/26/ddos-attack-dyn-mirai-botnet 44. http://www.theglobeandmail.com/report-on-business/rob-commentary/for-brands-fake-news-is-an- existential-threat/article33109539/ 45. http://alliance.org.uk/resources/A%20circular%20economy%20for%20smart%20devices.pdf 46. http://rare.consulting/loyalty

×