This insightful and engaging keynote takes a look at what's next in digital marketing, what it means, and what you can do about it.

1. nick westergaard | branddrivendigital.com |
what’s Next?The Future of Branding and Digital Marketing and
What You Can Do to Be Ready

3. "Planet-Nine-in-Outer-Space-artistic-depiction" by Prokaryotes - Own work. Licensed under CC BY-SA 4.0 via Commons -

5. neil degrasse tyson
Knowing where you came from is no
less important than knowing where
you’re going.”
“

6. A Brief
history
of media

7. The Dawn of man

8. 1300MEDIEVAL TIMES

9. 1400 15001450

10. 175016501550

11. 500 YEARS
OF PRINT DOMINANCE
{1850 19001800

12. 1922 1941

13. 1950 1970 1990
MASS MEDIA
DOMINATES MOST OF
THE 20th CENTURY

14. RISEOF THE INTERNET

15. 2012
NATIVE ADS
FACEBOOK MOBILE
2010
TWITTER
MOBILE APPS
2008
IN-TEXT ADS
LINKEDIN
2007
MOBILE WEBSITES
FACEBOOK
YOUTUBE
2003
BLOGS (ADSENSE)
2001
POP-UPS
2000
MOBILE SMS
PPC
1994
BANNER ADS
EMAIL
OVER the last
20 YEARS

16. TODAY
there are over a
BILLIONON FACEBOOK AT ONCE!

17. 1.2BILLION LIKES TAKE PLACE ON
INSTAGRAM EACH DAY

18. 40%OF SOCIAL ECOMMERCE COMES
FROM PINTEREST

19. 80%know about tweets despite
less than 16% using twitter

20. 50%of U.S. millennials are
on snapchat

21. !
ONE THIRDknowingly follow brands

22. What Does
This Mean?
&
What’s Next?

23. What This Means?
OVERWHELMED
✔CHECKLIST
MARKETING

24. ORDER
from
CHAOS

26. Photo credit: Harry Westergaard

27. Photo via Flickr userJD Hancock @NickWestergaard

28. Digital Marketing Trends
to Watch
7

30. 1 2
7
3
5
4
6

31. MORE
Content
1

32. Photo via Flickr user trainjason

33. eric Schmidt
Every two days we create as much
information online as we did from the
dawn of civilization up until 2013.”
“

34. now seeking out 2x as much content

35. 90%of marketers use content marketing —
across B2c, b2b, and non-profit sectors
over
Source: Content Marketing Institute

36. 41%of those same marketers across sectors
are producing more content Year on year
over
Source: Content Marketing Institute

37. TIME
AMOUNT OF CONTENT
Content Production Content Consumption
Source: businessesgrow.com
the future: Content Shock

39. MOREISN’T MERELY
INCREASING QUANTITY

40. IT’S INCREASING
QUALITY

41. ‣ Strategic
‣ Visuals
‣ Video
CONTENT THAT IS MORE

42. 50%of those same marketers across sectors
lack a documented content strategy
over
Source: Content Marketing Institute

43. rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“

44. 76%
OF MARKETERS FEEL THEY
KNOW WHAT THEIR
CUSTOMERS WANT

45. Only
34%HAVE BOTHERED TO ASK
PERCEPTION GAP

46. visuals + Video
Photo via Flickr user Ben Mortimer

47. PINTEREST-ification

48. 94%more views than content without
Content with relevant images gets
Source: Kissmetrics

49. Producing engaging content
is a persistent challenge
mobile video is up 74% YOY

50. DOUBLEDfrom 4 billion per day to 8 billion!
last year, AVG daily video views on Facebook
Source: TechCrunch

51. 6 billionvideos are watched daily — this figure tripled in 6 Mos.
meanwhile over on snapchat …
Source: Snapchat

52. 40 yearsworth of video every day
in july of 2015 periscope users watched
Source: Twitter

53. 1.8xmore likely to purchase than non-viewers
shoppers who view video are
Source: Adobe

54. tools aren’t the problem …
Photo via Flickr user hunnnterrr

55. What This Means
‣ Content quality — not just quantity
‣ Focused strategy
‣ Visuals are a must, video even more

56. 1 2
7
3
5
4
6

57. 2
Pay to Play

58. REVENUE UP
64%
YEAR on YEAR
we’ve come along way

59. 39%CURRENTLY USING
PAID SOCIAL
70%SPENDING MORE ON
ADS THIS YEAR
Source: Salesforce
38%shifting trad.
media to digital

60. rapidly evolving paid platforms

61. buy buttons will be everywhere
Facebook Twitter
PURCHASE AT
MOMENT
OF INTEREST

62. What This Means
‣ Nice to have vs. need to have — a bigger gap in the haves & have nots
‣ Continuous improvement — Must experiment
‣ POEM — More relevant than ever

63. 1 $
7
3
5
4
6

64. 3
Rapid Relevance

65. @dmscott
NEWSJACKING

66. TRENDJACKING
@garyvee

67. REAL-TIME
MARKETING#RTM

68. Photo via Flickr user Au Kirk

69. Source: nbc.com

70. Photo via Flickr user wwarby
RAPID RELEVANCE

71. with great power, comes great responsibility
Photo via Flickr user Piano Piano!

72. RELEVANCE rules

73. What This Means
‣ Speed matters but …
‣ Relevance rules
‣ Requires a culture of trust

74. 1 $
7
3
5
4
6

75. 4
New Channels

76. First, Facebook …
Photo via Flickr user mkhmarketing

77. Photo via Flickr user TechCrunch

78. Producing engaging content
is a persistent challenge
not so much

79. Producing engaging content
is a persistent challenge
numbers tell a different story

80. not even with 12–24

81. Producing engaging content
is a persistent challenge
Snapchat is coming on fast

82. 45%of snapchat’s user base is made up of
millennials — this is higher than their make-
up on other sites
Source: Snapchat

83. Image source: nebraskamovie.com
Thanks snapchat

84. what you can do on snapchat
Sneak PeekSpecial Fan Announcement Build Anticipation

86. 9x higher conversion on vertical ads

87. platforms to watch = patterns

89. What This means
‣ An extension of rapid relevance, visual content
‣ Access, authenticity, and exclusivity
‣ Mobile matters

90. 1 $
7
3
5
4
6

91. 5
Mobile
& Wearable

92. 500%INCREASE IN SMARTPHONE
OWNERSHIP IN LAST FIVE YEARS
✆

93. 40%SMARTPHONE OWNERS ARE
ENGAGING VIA SOCIAL MEDIA
✆

94. 63%OF SOCIAL NETWORKING IS
IMAGE SHARING – VIDEO IS 32%
✆

95. MOBILE SHOPPERS HAVE A
133%HIGHER CONVERSION RATE
✆

96. 65%OF USE IS ONE-SCREEN
AT A TIME WHILE
35% IS MULTI-SCREEN
✆

97. Image source: tedeytan
joking aside …

98. Image source: kortunov
making life social

100. 400MILLION WEARABLES
ANNUALLY BY 2018
⌚

101. FORM+ Function

102. not just wearable

103. WHAT THIS MEANS
‣ Getting past the hype (and the jokes)
‣ Changing behavior
‣ Connecting many trends — content, rapid relevance

104. 1 $
7
3
5
4
6

105. 6
Email Rules
(Still)

106. reports of my death …
Image source: Terry Ballard
@

107. 70%Still PREFER RECEIVING
INFO VIA EMAIL OVER
SOCIAL MEDIA
@

108. 73%of marketers say that
email is critical to
their business
@

109. 4k%ROI! $40 back for every
dollar spent on email
@

110. NEARLY
TWICE
AS MANY EMAIL ACCOUNTS

111. 28%HIGHER OPEN RATE FOR
THOSE USING EMAIL & SOCIAL
@

112. @
MORE EMAIL IS
READ VIA MOBILE
THAN DESKTOP – MAKING IT THE MOST
POPULAR SMARTPHONE ACTIVITY

113. Photo via Flickr user bradleypjohnson

114. WHAT THIS MEANS
‣ Still the digital glue
‣ Don’t look for this to change
‣ Focus on list building, mobile, & social integration

115. 1 $
7
3
5
4
6

116. Total Brand
Experience
7

117. Photo via Flickr user Ybot84

118. Photo source: Wikimedia Commons
The whole is more than
the sum of its parts.”
aristotle
“

119. gestalt

120. Photo via Flickr user regan76
ENDof the PLAYING
AROUND PHASE

121. TOPAREA OF SOCIAL MEDIA
INVESTMENT IS
INTEGRATION

122. 70%of marketers believe investing
in expereince is more effective
than mar-com but only …
13%believe their
company excels at
experience
Source: Chartered Marketing Institute

125. so-lo-mo: a reality

126. The World’s First Instagram Hotel

127. Photo via Flickr user Jeremy Noble
think audience

128. WHAT THIS MEANS
‣ Market like Atticus — Remember to see the “whole board”
‣ Audit your brand experience online and off
‣ Think audience

129. 1 $
7
3
5
4
6

130. Recapping the Seven Trends
‣ More Content
‣ Pay to Play
‣ Rapid Relevance
‣ New Channels
‣ Mobile & Wearable
‣ Email Rules (Still)
‣ Total Brand Experience

131. don’t get lost in the tools

132. Photo via Flickr user brandbook.de

135. COMINGSOON!

136. Sept. 22-23 | Iowa City, IA
PROMO CODE: AMAIOWA
GETscrappybook.com socialbrandforum.com
Forum 2016
COMINGSOON!

137. nick@WESTERGAARD.COM
Slides at NickWestergaard.com/slides
@NickWestergaard on Twitter, Instagram, and more