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Trend Watching in the Age of Covid-19
- 1. TREND WATCHING IN THE AGE OF COVID-19
- 2. What digital trends will matter in 2021?
- 3. What digital trends will matter in 2021?What forces might shape digital trends in 2021?
- 4. WHAT DID WE PREDICT? WHAT ACTUALLY HAPPENED? WHAT DOES IT MEAN MOVING FORWARD? What forces might shape digital trends in 2021?
- 5. WHAT DID WE PREDICT? WHAT ACTUALLY HAPPENED? WHAT DOES IT MEAN MOVING FORWARD? What forces might shape digital trends in 2021?
- 6. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL/ SOCIAL MARKETING
- 7. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING TIPTOEING THROUGH THE POLITICAL TIDAL WAVE - 2020
- 8. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING HISPANICS SPEAK DIGITAL - 2016
- 9. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING COLLAB FATIGUE IS COMING – HERE'S WHAT TO DO ABOUT IT - 2020
- 10. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING A MOVEMENT TOWARD TIME WELL SPENT - 2019
- 11. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING LESS TALK AND MORE ACTION - 2020
- 12. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING BLURRING LINES: CONTENT AND COMMERCE CONVERGE - 2020 WELCOME TO THE JUNGLE: RETAIL IN THE AGE OF AMAZON - 2018
- 13. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING NEW INTERFACES, NEW BRAND EXPERIENCES - 2016 THE UNDERESTIMATED POWER OF ON-DEMAND AUDIO - 2017 CAN YOUR BRAND GO LIVE? - 2017 SEEING THE WORLD THROUGH SOCIAL VISION - 2018
- 14. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING COMBINED INTELLIGENCE: YOUR NEW SUPERPOWER - 2019 5G: THE UNDERLYING LAYER OF OUR NEW CONNECTED WORLD - 2019 UNPACKING ARTIFICIAL INTELLIGENCE - 2018 THE AGENCY MAKER LAB - 2016
- 15. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING OUTSMARTING AD BLOCKING - 2018 GOOGLE AND FACEBOOK’S MOVE TOWARD AUTOMATION - 2020 SAY HELLO TO THE CORD-NEVERS - 2017 DIGITAL TECHNOLOGY OVERTAKES TV - 2016
- 16. INCLUSION BRAND BUILDING AUTHENTICITY MARKETING ETHICS POLITICS E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL/ SOCIAL MARKETING THE ROUGH ROAD AHEAD FOR SOCIAL CONVERSATION - 2019 THE NEW ERA OF INFLUENCER MARKETING - 2017 STANDING OUT IN THE AGE OF MULTIMEDIA SUNDOKU - 2020 GOODBYE INSTA-FAKERS - 2018
- 17. WHAT DID WE PREDICT? WHAT ACTUALLY HAPPENED? WHAT DOES IT MEAN MOVING FORWARD? What forces might shape digital trends in 2021?
- 18. TOUCHLESS EXPERIENCES Brands seek to instill consumer confidence through touchless experiences
- 19. THE TECHLASH Big tech continues to face a reckoning within the American body politic
- 20. IRL TO URL In-person experiences find new, creatively-inspired homes online
- 21. VIRTUAL GAME NIGHT People find new ways to connect and decompress with friends and family members
- 22. SOCIAL ACTIVISM Brands redouble their efforts to amplify social justice initiatives
- 23. REMOTE LEARNING Teachers and parents alike figure out how their kids can learn from home
- 24. The Techlash Rise of e-Commerce HOW DID WE DO? BRAND BUILDING E-COMMERCE NEW MEDIUMS NEW TECH MEDIA TECH TRENDS EFFECTIVE DIGITAL MARKETING Social activismINCLUSION AUTHENTICITY POLITICS MARKETING ETHICS Touchless experiences Remote learning IRL to URL Virtual game night ? SOMETHING ELSE
- 25. WHAT DID WE PREDICT? WHAT ACTUALLY HAPPENED? WHAT DOES IT MEAN MOVING FORWARD? What forces might shape digital trends in 2021?
- 26. INCREASING SOCIOPOLITICAL UNREST ECONOMIC EXPANSION HEALTHY WORKFORCE DIGITAL TRENDS Where have we been?
- 28. WHAT MIGHT SHAPE DIGITAL TRENDS IN 2021? Medical EconomicSociopolitical
- 29. WHAT MIGHT SHAPE DIGITAL TRENDS IN 2021? Medical Economic REFORM OF SECTION 230 Sociopolitical
- 30. SECTION 230 The 26 words that created the internet "No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider."
- 31. SECTION 230 - WHAT MIGHT HAPPEN Congress could update Section 230 to force tech companies to adopt a broader set of responsibilities, potentially requiring tech firms to: Update their algorithms to ensure that they do not skew toward extreme and unreliable material to boost user engagement Disclose additional data on what content is being promoted and to whom, on the process and policies of content moderation, and on advertising practices Devote a small percentage of their annual revenue to a fund supporting the struggling field of accountability journalism Source: NiemanLab
- 32. SECTION 230 - WHAT MIGHT HAPPEN Congress could update Section 230 to force tech companies to adopt a broader set of responsibilities, potentially requiring tech firms to: Update their algorithms to ensure that they do not skew toward extreme and unreliable material to boost user engagement Disclose additional data on what content is being promoted and to whom, on the process and policies of content moderation, and on advertising practices Devote a small percentage of their annual revenue to a fund supporting the struggling field of accountability journalism Congress could create a new digital regulatory body Its task: Impose and enforce disclosure requirements meant to indirectly improve the way that content is handled Source: NiemanLab
- 33. SECTION 230 - WHAT MIGHT HAPPEN Congress could update Section 230 to force tech companies to adopt a broader set of responsibilities, potentially requiring tech firms to: Update their algorithms to ensure that they do not skew toward extreme and unreliable material to boost user engagement Disclose additional data on what content is being promoted and to whom, on the process and policies of content moderation, and on advertising practices Devote a small percentage of their annual revenue to a fund supporting the struggling field of accountability journalism Congress could create a new digital regulatory body Its task: Impose and enforce disclosure requirements meant to indirectly improve the way that content is handled Congress could repeal Section 230 entirely Potential for massively increased legal exposure for big tech platforms Source: NiemanLab
- 34. SECTION 230 - IMPLICATIONS Potential pros Improved quality of time spent on big tech platforms (less misinformation, extreme content) Increased brand safety
- 35. SECTION 230 - IMPLICATIONS Potential pros Improved quality of time spent on big tech platforms (less misinformation, extreme content) Increased brand safety Potential cons Negative impact to small business owners who rely on online reviews Decreased media efficiencies as platforms offload legal/compliance costs onto advertisers Reduction in online platforms that welcome open dialogue
- 36. WHAT MIGHT SHAPE DIGITAL TRENDS IN 2021? Medical EconomicSociopolitical REFORM OF SECTION 230 LOCKDOWN 2.0
- 39. LOCKDOWN 2.0 - WHAT MIGHT HAPPEN Continued increases Remote working, learning Digital time spent Frugality, trial behavior Continued decreases Mental and emotional wellbeing Physical health, as Americans delay medical care due to cost, safety concerns Consumer confidence
- 40. LOCKDOWN 2.0 - IMPLICATIONS Offensive tactics Continue to enhance digital discovery, shoppable social efforts Double down on digital transformation efforts Website (particularly e-commercee) experience, cross-channel attribution Defensive tactics Invest in agile planning processes Continue to develop flexible messaging frameworks across time, regions
- 41. WHAT MIGHT SHAPE DIGITAL TRENDS IN 2021? Medical Economic REFORM OF SECTION 230 LOCKDOWN 2.0 THE PARAMOUNT DECREES Sociopolitical
- 42. THE PARAMOUNT DECREES A 1948 antitrust case that up until this point has prevented movie production studios such as Paramount and Warner Brothers from distributing movies and owning theaters
- 43. US customer base (Q4 2019) 62M 34M 42M 23M Est. # Titles 7K TV SHOWS 500 MOVIES 43 22K TITLES 916 Est. original content production budget $17B $6B $6B $1.75B WHY NOW? TIMES A CHANGIN’ The distribution of films has fundamentally changed
- 44. WHY NOW? TIMES A CHANGIN’ Film production has been paused for months and is struggling to pick back up again Nearly all the major cinema chains released quarterly results that showed mounting losses as nearly 100% of revenue was wiped out AMC narrowly avoided bankruptcy Studios have been releasing films straight to video-on-demand
- 45. Resources Competencies Consumer benefit Brand love High quality content (Star Wars, Marvel Comics Universe) Significant and growing production budget Live action entertainment experience Concessions, merchandise experience Operational excellence The magic of Disney in a theater Recurring revenue relationship with 8/10 Americans Growing brick and mortar presence Largest supply of titles Significant and growing production budget Prime member data Complimentary businesses Operational excellence Data analytics Food and beverage procurement (from Whole Foods) Added perk to Prime membership Ocean of intent data on current subscribers Owns two theaters Content production Data analytics Added perk to Netflix subscription WHAT’S MIGHT HAPPEN? Disney, Amazon, or Netflix could acquire a large national theater chain
- 48. THE PARAMOUNT DECREES - IMPLICATIONS For Disney Further entrenchment as the de facto leader in American entertainment Complete control over the Disney experience Thought starter: Imagine what a movie theater could look and feel like if Disney had the same level of creative control as Apple does over its in-store experience
- 49. THE PARAMOUNT DECREES - IMPLICATIONS For Disney Further entrenchment as the de facto leader in American entertainment Complete control over the Disney experience For Amazon Added opportunity to“enjoy what’s already yours”for Prime members Increased brand favorability in the midst of increasing techlash From this: To this:
- 50. THE PARAMOUNT DECREES - IMPLICATIONS For Disney Further entrenchment as the de facto leader in American entertainment Complete control over the Disney experience For Amazon Added opportunity to“enjoy what’s already yours”for Prime members Increased brand favorability in the midst of increasing techlash For both Massive command over creative talent and the broader cultural conversation
- 51. THE PARAMOUNT DECREES - IMPLICATIONS For Disney Further entrenchment as the de facto leader in American entertainment Complete control over the Disney experience For Amazon Added opportunity to“enjoy what’s already yours”for Prime members Increased brand favorability in the midst of increasing techlash For both Massive command over creative talent and the broader cultural conversation For brands Opportunity to integrate with cultural moments created by the releases of Disney or Amazon’s films and series 11,000 new screens for integrated advertising opportunities Complement ad efforts within Amazon’s ad network and Disney’s media ecosystem
- 52. RECAP
- 53. Medical EconomicSociopolitical DIGITAL TRENDS Medical Economic Political DIGITAL CULTURE DIGITAL TRENDS THIS IS JUST THE BEGINNING.
- 54. Medical EconomicSociopolitical DIGITAL TRENDS Medical Economic Political DIGITAL CULTURE WHAT OTHER TRENDS MIGHT IMPACT THE WORLD OF DIGITAL BRAND BUILDING IN 2O21? DIGITAL TRENDS Share your thoughts: www.linkedin.com/in/johnstalle
- 55. TREND WATCHING IN THE AGE OF COVID-19