What does 2016 hold for Digital Marketing? What should one focus on to get the maximum ROI from your marketing?

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9 Trends That Will Shape
Digital Marketing in
2016
Digital
Thought
Leaders
Tobias Zehnder
Co-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 the
Obama campaign
successful
in 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 work
on all browsers and devices.

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2 // flexible planning is
new normal.
Can you launch
Instagram ads in 2015
if you didn’t budget
them 2014?

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The COMPLEXITY of digital
communication is forcing
the 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 be
EXCTINCT.
- 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 has
more impact than adblockers on iOS9

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Winning our Industry’s
Napster-Moment
Quality
over Price
Relevancy
over Reach
Content
over 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 Week
Switzerland
Webrepublic Research - YouTube Advertising Report Switzerland, 2015
Mon Tue Wed Thu Fri Sat Sun
3’000’000
Impressions

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CASE
Campaigns that leverage the
creative 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 & Ikea
A great video that
captured the attention
of fans around the
world, generated views,
coverage and links.
CASE

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Nike+ Outdo You
Personalized 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 you
explore 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
35

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9 Trends That will Shape 2016
1. HTML5 is new standard
2. Flexible planning & budgets
3. AdBlocking as positive challenge
4. Offline = Online
5. YouTube here to stay
6. Storytelling drives convergence
7. Virtual Reality as creative opportunity
8. Data demands excellency.

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But hey, what about
trend nr. 9?

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9. Data meets Creativity
to create relevant and efficient
marketing and advertising.
This is the one to rule them all.

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Thank you.
Webrepublic @tozehnder