As we plunge further into 2016, we’ve identified ten of the most important Digital Marketing Trends that matter to New Zealand organisations this year. You can view our presentation of the top ten trends by following the link at the bottom of the page but here are some of the highlights: KEY TREND: ONLINE VIDEO More and more consumers, both locally and globally, are watching and sharing online videos. Already, Kiwis are spending twice as much time watching videos online as they do watching live TV – and that trend is only going to increase. KEY TREND: MARKETING AUTOMATION 77% of Kiwi marketers are planning to increase expenditure on marketing technology in the next 12 months. No wonder – Marketing Automation allows companies to market more effectively across multiple channels online, delivering personalised, highly-targeted messages to consumers in near-real-time. KEY TREND: FIRST-PARTY DATA First-party data – information that you and your organisation have collected about your customers – is the foundation for understanding your customers, because the data is based on their actual interactions with your brand.

1. DIGITAL MARKETING
www.ubiquity.co.nz
TRENDS 2016

2. Digital marketing trends
to watch in 2016
and why they matter to NZ organisations

3. THE NEW ZEALAND VIEW
Kiwi marketers ranked these as the digital marketing trends that
will have the most influence on NZ brands in 20161:
1. Personalisation (39%)
2. Online Video (25%)
3. Marketing Automation (20%)
4. Programmatic Advertising (10%)
5. Email Address Matching (6%)

4. PERSONALISATION
TREND 1

5. WHAT IS PERSONALISATION?
• PERSONALISATION is the practice of
dynamically tailoring your communications –
typically websites, emails, direct mail – to the
wants and needs of each user.

6. Why does PERSONALISATION matter?
• Messages that are personalised are more
relevant to their recipients and are more
likely to be:
– Noticed
– Read
– Acted Upon

7. MORE PROFITABLE
• 40% of consumers buy more from retailers
who personalise the shopping experience
across channels2

8. Better clickthrough rates
• Personalised marketing
emails receive 41% higher
click-through rates3

9. ONLINE VIDEO
TREND 2

10. Why does ONLINE VIDEO matter?
• More and more consumers, in NZ and
offshore, are watching and sharing online
videos
• Cisco estimates that 80% of all consumer
Internet traffic in 2019 will be video (up from
66% now)

11. WE WATCH MORE
• Kiwis are already spending twice as much time
watching video online (134 minutes) as they
are watching Live TV (62 minutes)4

12. More likely to buy
• Expect to see more videos
on Ecommerce sites.
64% of consumers are more likely
to buy a product after watching a
video about it5

13. MARKETING AUTOMATION
TREND 3

14. WHAT IS MARKETING AUTOMATION?
• MARKETING AUTOMATION refers to software
platforms and technologies designed for
marketing departments and organisations to
market more effectively on multiple channels
online (such as email, social media, websites,
etc.) and to automate repetitive tasks.

15. WHY DOES MARKETING AUTOMATION MATTER?
• The need for speed in sales, marketing and
customer service has never been more urgent
• Consumers, mobiles in hand, expect near-real-
time responses to their enquiries
• And consumers overwhelmed with marketing
messages are much more likely to respond to
communications that are highly personalised and
relevant

16. PLANNING TO SPEND MORE
• 77% of Kiwi marketers are planning to
increase expenditure on marketing
technology in the next 12 months6

17. BETTER CONVERSIONS
• Companies using Marketing Automation
systems have reported conversion rates of up
to 50%.7

18. PROGRAMMATIC ADVERTISING
TREND 4

19. WHAT IS PROGRAMMATIC ADVERTISING?
• PROGRAMMATIC ADVERTISING describes online
display advertising that is aggregated, booked,
flighted, analyzed and optimized automatically via
software interfaces and algorithms.
• While it includes Real Time Buying (RTB) it also includes non-
RTB methods and buying types such as Facebook Ads API and
the Google Display Network.

20. WHY DOES PROGRAMMATIC ADVERTISING MATTER?
• Advertising has moved to faster, more
relevant, personalised, highly targeted
messaging as well
• Now decisions on bidding and buying are
made in micro-seconds, demanding
technology to handle transactions

21. DRAMATIC GROWTH IN NEW ZEALAND
• Automated Buying has been showing massive
growth in the past year in NZ, with reports of
a 210% quarter-on-quarter increase in video
ads available for real-time buying.8

22. IT’S BECOMING DOMINANT GLOBALLY
• Programmatic transactions in the U.S. were
estimated at $10.9 billion in 2014, 62% of U.S.
display-related digital spend.
• By 2018, programmatic is expected to
represent 82% of U.S. display-related spend.9

23. USING FIRST-PARTY DATA
TREND 5

24. WHAT IS FIRST-PARTY DATA?
• First party data is loosely defined as information you
yourself have collected about your audience (the
“first party” is you) and can include data from:
• website analytics platforms
• CRM systems
• Point of Sale systems
• business analysis tools

25. WHY DOES FIRST-PARTY DATA MATTER?
• First-party data is the foundation for understanding
your customers, because it’s based on their actual
interactions with your brand across touchpoints,
both historical and real-time.

26. EMAIL MATCHING: FACEBOOK
• Facebook pioneered the idea of allowing advertisers
to use first-party data, in the form of their own lists
of email addresses to uniquely identify and advertise
to their own customers and prospects.
• As a result, advertisers are reporting reduced cost per
acquisition (by as much as 65%) leading to a 3.5X increase in
return on ad spend.10

27. EMAIL MATCHING: GOOGLE
• In late 2015, Google introduced Customer Match, its
own system for matching lists of email addresses to
visitors to Google Search, Gmail and YouTube.

28. CONTENT MARKETING
TREND 6

29. WHAT IS CONTENT MARKETING?
• Content marketing is a strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and
retain a clearly-defined audience — and, ultimately,
to drive profitable customer action.

30. WHY DOES CONTENT MARKETING MATTER?
• Ad Blocking, Time Shifting, Banner Blindness – they
all demonstrate the same thing, that consumers
actively avoid irrelevant, interruptive advertising.
• The smart way for brands/agencies to now engage
with the consumer is by investing in storytelling to
deliver cutting edge content that is relevant to the
consumer but also fits the brand.

31. LOCAL & GLOBAL growth
• 60% of Australia/New Zealand respondents to one
recent survey are planning to invest in Content
Marketing in 2016.11
• 71% of global marketers are now creating more
content than they were 12 months ago11

32. MORE INVESTMENT, BETTER ROI
• 97% of Australia/NZ marketers plan to either
maintain or increase the time and resources they
commit to content marketing in the next financial
year12
• 59% of Australia/NZ organisations are expecting their
content marketing to lead to more sales this year12

33. THE RISE AND RISE OF MOBILE
TREND 7

34. WHY DOES MOBILE MATTER?
• 77% of Kiwis now have smartphones, with nearly
universal adoption by younger audiences13
– 92% of Under 25s
– 84% of 25-44s

35. A WORLD GONE MOBILE
• In May 2015, Google reported that more
searches now take place on mobile devices
than on computers, in ten countries including
the US and Japan.

36. POST-Mobilegeddon
• In 2015, Google penalised mobile-unfriendly
websites by downgrading them in results of
searches via mobile devices
• Analysis has found that such websites are now
35% less visible in mobile searches14

37. THE GAP WILL WIDEN
• In 2016, the gap between customer-obsessed
leaders who will embrace mobile as a means
to create new value and laggards who
consider mobile to be a stand-alone channel
will widen.

38. WHAT HAPPENS ON FACEBOOK …
TREND 8

39. … STAYs ON facebook?
• Facebook wants people to stay on the network, so
now favours posts that keep people engaged within
Facebook itself.
• New tools such as Facebook Lead Ads, which
incorporate Call To Action buttons, allow marketers
to close the sale on Facebook itself.

40. NATIVE VIDEO ADS PREFERRED
• “Facebook’s content-recommendation algorithm
gives preference to its own video player when
determining what content to show in people’s news
feeds…”.
• By Feb 2015, 70% of all videos posted to Facebook
were uploaded directly to the network. Facebook
users now watch 4 billion video streams a day.15

41. WHY DOES THIS MATTER?
• Facebook is competing with Google and Apple for
eyeballs and revenue
• The social network, like its competitors, is intending
to discourage consumers from leaving its ecosystem
• Marketers who keep their audiences on Facebook
are more likely to be rewarded by Facebook’s
algorithms

42. DIGITAL ASSISTANTS
TREND 9

43. new gatekeepers
• Voice-activated digital assistants are gaining
momentum as effective search and productivity tools
on mobile devices.
• Research indicates that Android’s Google Now is the
most popular – 43% use Google Now at least
weekly, followed by Windows’ Cortana (10%) and
Apple’s Siri (7%)16

44. WHY DO DIGITAL ASSISTANTS MATTER?
• The new challenge for marketers in an era of digital
assistants: being the answer when a consumer asks
a question.
• That requires more focus than ever on the types of
spoken keywords and phrases used by consumers,
with content optimised into ever-smaller pieces of
information to meet specific needs.

45. WINNER TAKES ALL
• Consumers asking Siri, Cortana or Google Now for
advice don’t want ten possibilities – they just want a
single solution.
• Search optimisation becomes a Winner Takes All
scenario.

46. WEARABLES
TREND 10

47. WHY DO WEARABLES MATTER?
• Marketers now have as little as two seconds to get
their message across on a wearable device such as a
watch.
• The biggest challenge: shrinking messages down
enough to make them glanceable.

48. MAKE THEM LOCATION-AWARE
• Messages sent to a wearable device should also be
location-sensitive.
• They should aim to meet the needs of what Google
calls Consumer Micro-Moments:
– I-want-to-know
– I-want-to-go
– I-want-to-do
– I-want-to-buy

49. PROVIDE MORE METADATA
• As Wearables expand into other categories (e.g.
glasses and clothing just as a starting point) and
interact directly with other Internet-enabled-devices,
expect more decisions to be made without human
intervention.
• The more metadata that can be provided to aid the
decision-making process, the better.

50. To learn more about digital marketing trends
that REALLY matter to nz organisations
Ph 09 309 1921
Email info@ubiquity.co.nz
www.ubiquity.co.nz

51. FOR MORE INFO ON PERSONALISATION
• To personalise your messages
effectively you need enabling
technology such as a Marketing
Automation platform.
• You can download a free white paper
that will introduce you to Marketing
Automation from
www.ubiquity.co.nz/getstarted

52. FOR MORE INFO ON MARKETING AUTOMATION
• Download a free white paper
that will help you to identify
the 11 steps you should take
before implementing Marketing
Automation, from
www.ubiquity.co.nz/checklist

53. REFERENCES
1. Survey of 200 marketers at NZ
Marketing Association Brainy Breakfast
December 2015
2. MyBuys study
3. MarketingLand
4. Millward Brown/Colmar Brunton:
AdReaction study 2015
5. comScore
6. NZ Marketing Association “Mood of
Marketing” survey, June 2015
7. Wishpond ‘State of Marketing
Automation in 2015’
8. TubeMogul
9. Magna Global
10. SalesBlend
11. Smart Insights December 2015
12. Castleford Media May 2015
13. Google Consumer Barometer July 2015
14. SearchMetrics
15. Fortune Magazine
16. PhoneArena

54. ubiquity.co.nz Phone 09 309 1921 Email info@ubiquity.co.nz