9 Trends That Will Shape

Digital Marketing in

2016
Digital
Thought
Leaders

Tobias Zehnder
Co-Founder & Partner

Lets 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,
its key to understand which
trends drive future growth.
Its also key to know where to
look

for these trends.

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.

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...

The Future Is Already

Here, Its Just Not
Evenly Distributed.
William Gibson

Image: JWPhotography2012/flickr

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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f
o
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A wa .
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Flash y in
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Chrom

1 // HTML5 is the new standard

for digital creatives.
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Interactive creatives that work

on all browsers and devices.

CASE
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2 // flexible planning is
new normal.

Can you launch

Instagram ads in 2015
if you didnt budget
them 2014?

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The COMPLEXITY of digital

communication is forcing

SIMPLIFICATION of processes,
as well as a more FLUID STRATEGY
and AGILE EXECUTION.
the

-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.

13

AdBlockers topped
the iTunes charts on
the first weekend

...but also lost ground

again quickly one week
later.

14

Putting the 600000 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 Industrys

Napster-Moment

Quality

Relevancy

Content

over Price

over Reach

over Clutter

17

Thanks to the smartphone, we definitely live in a connected world.

4 // offline = online
Being offline is the privilege of an older generation.

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The Rise of the Smartphone Mobile Computer

19

20

Source: Think with Google

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 Clickto-Collect to Googles 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.

CASE
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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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Theres a new generation of web

natives growing up. Their needs
will shape the media landscape of
the coming years.

23

Masthead Reach by Day of Week

Switzerland

3000000
Impressions

Mon

Tue

Wed

Thu

Fri

Sat

Sun

Webrepublic Research - YouTube Advertising Report Switzerland, 2015

24

Choose your own

adventure

Campaigns that leverage the

creative potential of a channel.

CASE
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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
28

7 // real advantages for

virtual pioneers
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Mammut #PROJECT360 lets you

explore famous hiking routes.

CASE
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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 twitters timeline, leading to
more interactions and reach.

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Long-Tail Keyword

Product not Available

In the age of product feeds and shopping ads,

there should not a single click be wasted.
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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

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9 Trends That will Shape 2016

1.
2.
3.
4.
5.
6.
7.
8.

HTML5 is new standard

Flexible planning & budgets
AdBlocking as positive challenge
Offline = Online
YouTube here to stay
Storytelling drives convergence
Virtual Reality as creative opportunity
Data demands excellency.
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But hey, what about

trend nr. 9?

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This is the one to rule them all.

9. Data meets Creativity

to create relevant and efficient
marketing and advertising.

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Thank you.

Webrepublic

@tozehnder

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