O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
© Andreas von der Heydt – What The Best Brands Will Do In 2016 1
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Yes, it´s time again for some insightful marketing
predicti...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Customer Know-how and Simplicity are the Basis
Big Data and...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
© Andreas von der Heydt – What The Best Brands Will Do In 2016
People have more choices than
ever and are overwhelmed by
i...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
This is a significant indicator that
predictive marketing i...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
One customized approach which smart marketers are
taking in...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 8* Photo by NEC Corporation of America with Creative Common...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
The ability to develop an integrated, analytical view of cu...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
With the help of highly sophisticated
CRM tools such as Ins...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 11Photo source: Jason Howie via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016
of online adults are
Facebook users
of online adults are
Pi...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Smi23le via Flickr
No doubt, Social Media is ...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Two important aspects to consider when
developing your soci...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Second, do not over-stretch
your social activities and
expe...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Justine Reyes via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Here comes Generation Z, the
post-millennials loosely defin...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: CEDIM News via Flickr
They are very entrepren...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 19Photo source: Davity Dave via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016
In May 2015, Google announced that
more Google searches tak...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
If you want to find out more about
the importance of mobile...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 22Photo source: Vincent Albanese via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016
of smartphone owners use messaging apps such
as WhatsApp, K...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Intel Free Press via Flickr
The billions of u...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo Source: TMO Group Asia
For example, WeChat is leading...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Messaging apps are also testing the
waters with advertising...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 27Photo source: Amber Case via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016Photo source: "Honda prototype robots Honda Collection
Hall"...
© Andreas von der Heydt – What The Best Brands Will Do In 2016Photo sources: "Amazon Echo" by Frmorrison -
via Wikipedia, ...
© Andreas von der Heydt – What The Best Brands Will Do In 2016Photo source: By Sergey Galyonkin via
Wikimedia Commons
Wear...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
You can develop videos like
this yourself. It only takes a
...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 32Photo source: Woodley Wonder Works via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Zoella via Youtube
2014 and 2015 were already...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Joseph Morris via Flickr
In an era where the ...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Tech Radar
Marketers will put brand(ed) video...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: BLAB.IM via Medium
A newer and very hot kid i...
© Andreas von der Heydt – What The Best Brands Will Do In 2016 37
Photo source: Perspecsys Photo via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016Photo source: By www.elbpresse.de
via Wikimedia Commons
With...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
"For the most part, companies
can't protect themselves on t...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
As a top marketer one of your
biggest worries should be
cyb...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Micro and group communities, so-called
pocket communities, ...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
When planning for your 2016 content
strategy, you need to c...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Wattpad.com
44
Finally, I also expect a
conti...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
© Andreas von der Heydt – What The Best Brands Will Do In 2016
To build a strong brand, you need brand ambassadors, i.e. e...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Smart brands will take a fresh look at
personal branding an...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
At the same time, giving employees the opportunity of getti...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Didriks via Flickr
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Digital marketing silos
that segment various
marketing effo...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
One way of doing that in a more
comprehensive manner is to
...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Personally, I favor more an approach as outlined by
G. West...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Photo source: Poptech via Flickr
In addition, top companies...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
In regards of content they are going to establish what I ca...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Forward-thinking top brands will work hard and
smart to rec...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Top brands and marketers should
focus their resources and e...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Last but not least,
marketers should better
wake up and sta...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Customer Know-
how and Simplicity
Big Data and
Analytics
So...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Senior Executive, Marketing
Expert, Leadership &
Executive ...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
Find out more in
my new book
Check out my
previous predicti...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
1. http://www.demandgenreport.com/resources/reports/2015-le...
© Andreas von der Heydt – What The Best Brands Will Do In 2016
18. http://www.extremetech.com/extreme/215296-did-googles-q...
Próximos SlideShares
Carregando em…5
×

What The Best Brands Will Do in 2016 - Marketing Trends 2016

78.686 visualizações

Publicada em

In 2016 marketing will move more than ever from a “Mad Men creativity-driven marketing era“ to an age of "Predictive analytics and holistic software platforms.“ This will enable marketers and organizations alike to create compelling new content being engineered by data and focusing on building huge distribution in a scalable manner.

Publicada em: Marketing
  • My special guest's 3-Step "No Product Funnel" can be duplicated to start earning a significant income online. ◆◆◆ https://bit.ly/2kS5a5J
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Settling for less on valentine's? Then you need VigRX pLUS! ➤➤ http://t.cn/Ai88iYkP
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Do This Simple 2-Minute Ritual To Loss 1 Pound Of Belly Fat Every 72 Hours ▲▲▲ http://scamcb.com/bkfitness3/pdf
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Reasons why you should know this homemade recipe to stop your hair loss ♣♣♣ http://t.cn/AiHip2fH
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Is it possible to improve your memory? How can I improve my memory recall? more info...  https://tinyurl.com/brainpill101
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

What The Best Brands Will Do in 2016 - Marketing Trends 2016

  1. © Andreas von der Heydt – What The Best Brands Will Do In 2016 1
  2. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Yes, it´s time again for some insightful marketing predictions for 2016. With my related articles for both 2015 and 2014 I was (fortunately...) pretty close to what has happened in many areas at the end. In summary, I believe that in 2016 we will move more than ever from a “Mad Men creativity-driven marketing era“ to an age of "Predictive analytics and holistic software platforms.“ This will enable to create compelling new content being engineered by data and focusing on building huge distribution in a scalable manner. With many opportunities coming from big data, VR, AI, video streaming, etc. we must be careful not to over-complicate marketing and not to neglect who really matters: Our customers and audience. Let´s jointly look into the marketing future to ensure that you and your brands will take advantage of the relevant trends in order to build and keep strong brands Senior Executive, Marketing Expert, Leadership & Executive Coach, LinkedIN Influencer
  3. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Customer Know-how and Simplicity are the Basis Big Data and Analytics are at the Heart of Modern Marketing Social Media Sells Meet and target Generation Z Mobile and Location-based Marketing will make Fixed Thinking redundant Messaging will take off Artificial Intelligence, Wearables, Virtual Reality, and Robots are here to stay Moving Images and Video become the ultimate King of the Content Jungle Data Security Communication needs to matter and to be real time Employee Advocacy as a major Social Currency Customer and Content-centric Organizations Final Thoughts 3 13 12 11 10 1 2 3 4 5 6 7 8 9
  4. © Andreas von der Heydt – What The Best Brands Will Do In 2016
  5. © Andreas von der Heydt – What The Best Brands Will Do In 2016 People have more choices than ever and are overwhelmed by information and data (same is true for any marketer). In parallel, they want to spend as little time as possible on having to choose what´s right for them. Instead, they want to receive personalized and smart recommendations which suit their needs and wants at any given moment in time. Photo source: Daniel Lee via Flickr 5
  6. © Andreas von der Heydt – What The Best Brands Will Do In 2016 This is a significant indicator that predictive marketing is having an impact on how lead nurturing programs are executed (see also below section on big data and analytics). of marketers have been implementing lead nurturing tactics for more than two years* Top brands have developed lead nurturing programs which are personalized, as they send prospects on different nurture paths depending on their actions and interests. *Source: 2015 Lead Nurturing Benchmark Study 6
  7. © Andreas von der Heydt – What The Best Brands Will Do In 2016 One customized approach which smart marketers are taking in this context is the application of dynamic pricing. Models such as subscription (e.g. for digital content providers like Spotify, Amazon Prime Video, and Kindle Unlimited) or "Pay What you Want (PWYW)“ strategies. Pricing determined by customers rather than by firms. An interesting PWYW example is Humble Bundle. Careful, however, dynamic pricing must not result in a negative customer experience as it was the case for some people who booked a car ride via Uber or Lyft at New Year´s Eve; a mistake often also made by airlines and hotels when using outdated yield management pricing tactics. 7
  8. © Andreas von der Heydt – What The Best Brands Will Do In 2016 8* Photo by NEC Corporation of America with Creative Commons license.
  9. © Andreas von der Heydt – What The Best Brands Will Do In 2016 The ability to develop an integrated, analytical view of customer activities and business operations will enable brands to design personalized and still "simple“ marketing strategies and tactics. Big Data and analytics assist to uncover new insights and deliver a sharper competitive edge. Especially more advanced cognitive technologies will enable marketers to better comprehend and predict customer wants and needs. * Photo by NEC Corporation of America with Creative Commons license. 9
  10. © Andreas von der Heydt – What The Best Brands Will Do In 2016 With the help of highly sophisticated CRM tools such as Insightly, Zoho, Hubspot, or Nimble even small and mid-sized companies will be able taking advantage of the wealth of data which are out there in this beautiful data universe. Those data-driven and holistic software tools and management systems collect, combine, structure, and analyze relevant data sets, generate insights, match them with existing or new target groups, integrate them into your sales and marketing strategy, and make precise recommendations for future actions. And, of course, bigger companies can always go with the more complex CRM solutions of Salesforce Pardot, Microsoft Dynamics, or Oracle CRM. 10 * Photo by NEC Corporation of America with Creative Commons license.
  11. © Andreas von der Heydt – What The Best Brands Will Do In 2016 11Photo source: Jason Howie via Flickr
  12. © Andreas von der Heydt – What The Best Brands Will Do In 2016 of online adults are Facebook users of online adults are Pinterest users (up from 15% in 2012) of online adults are Instagram users (up from 13% in 2012) of Instagram users are daily users of Pinterest users are daily users of LinkedIn users are daily users Source: Pew Research study 12
  13. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Smi23le via Flickr No doubt, Social Media is a powerful medium to drive traffic to websites. Using Social Media to make sales is the next smart step you should be making for your business. Social Selling, which has already increased its importance level in the past two to three years, needs to be fully incorporated in any company´s marketing and sales strategy in 2016. LinkedIN – especially for B2B - will lead the pack with the highest traffic-to-lead conversion rate ahead of Twitter and Facebook. Using Snapchat to tell stories and to engage on a regular basis will be much more relevant for any marketer. By the way, my personal assumption is that Twitter will become significantly less relevant as per 2016. 13
  14. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Two important aspects to consider when developing your social media strategy further. First, regardless the social networks you prefer for your company and brands, having the right metrics in place to define and track success is key. In 2016 companies will fully understand that not "views“ matter, but that engagement and other active metrics like comments, shares, dwell time, etc. are crucial. The more sophisticated brands will even have metrics in place to measure the quality of comments (e.g. analyzing the Klout score of the commenting person, tracking leads and sales generated from comments) and will have moved completely away from reactive measures. In a nutshell, social media has produced leads and revenue. More than ever it needs to deliver specific and ambitious ROI targets. 14
  15. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Second, do not over-stretch your social activities and expectations too much in too little time. In other words: Keep social social, i.e. listen to your audience, answer their questions, pick up their ideas, and treat them with respect. Top brands will have implemented best-in-class “social listening” tools and fully embedded processes. 15
  16. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Justine Reyes via Flickr
  17. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Here comes Generation Z, the post-millennials loosely defined as those born between the mid- to late-1990s and 2010. Gen Z represents about a quarter of the U.S. population (often similar in other countries). While the millennials (Gen Y) don’t remember a world without computers, Gen Z does not know a world without constant and convenient access to the web. Their ease with digital technology presents both opportunities and challenges for the companies that want to reach them. Photo source: CTEP AmeriCorps via Flickr 17
  18. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: CEDIM News via Flickr They are very entrepreneurial, more financially conservative than their Gen Y counterparts, they embrace diversity and they embrace differences, they’re well informed and independent- minded, and social responsible. Generation Z is harder to reach and harder to interact with than Gen Y. They have short attention spans and a significant 11 percent have been diagnosed with ADHD. 18
  19. © Andreas von der Heydt – What The Best Brands Will Do In 2016 19Photo source: Davity Dave via Flickr
  20. © Andreas von der Heydt – What The Best Brands Will Do In 2016 In May 2015, Google announced that more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. Consequently, smart marketers will put even more money on mobile-focused marketing and will also target more strongly users at the point of engagement in 2016. Location-based marketing technology like iBeacons and RFIDs will gain a lot of traction. For example, 313 Somerset, a mall near the Somerset MRT station, is Singapore’s first mall to launch a beacon-based mobile advertising network. With their prior permission, users of the Tring313 app can get coupons and sales alerts as soon as they enter 50-500 meter distances from the mall. In many cases, retailers reported 46% sales conversion due to the app. 20
  21. © Andreas von der Heydt – What The Best Brands Will Do In 2016 If you want to find out more about the importance of mobile and location-based marketing and on how to engineer your business to win in the mobile moment, I suggest you read the insightful book The Mobile Mind Shift - Engineer Your Business to Win in the Mobile Moment by T. Schadler, J. Bernoff, and J. Ask which provides a wealth of information, examples, and insights. 21
  22. © Andreas von der Heydt – What The Best Brands Will Do In 2016 22Photo source: Vincent Albanese via Flickr
  23. © Andreas von der Heydt – What The Best Brands Will Do In 2016 of smartphone owners use messaging apps such as WhatsApp, Kik or Apple´s iMessage* Sources: source 1 - Pew Research Center report & source 2 – App Annie All the major social platforms now have messaging components, and it’s only a matter of time before they figure out how to make that data available to businesses for comprehensive and effective marketing purposes. Messaging apps are an increasingly important part of the mobile app space. Facebook’s WhatsApp Messenger and Facebook Messenger are strong throughout the West WeChat in China LINE in Japan KakaoTalk in South Korea are local heavyweights and lead in key markets across Asia 23
  24. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Intel Free Press via Flickr The billions of users of messaging apps represent huge opportunities for those who can take advantage and convert app downloads into revenue. Although games and messaging features such as stickers have been key to driving monetization to this point, publishers are experimenting with new ways to expand their revenue potential. 24
  25. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo Source: TMO Group Asia For example, WeChat is leading the way in m-commerce. It has experienced huge success as a mobile payment platform with its users able to purchase movie tickets, taxis and even municipal services. Other messaging platforms in APAC have followed suit while the West has yet to scratch the surface of this type of functionality. 25
  26. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Messaging apps are also testing the waters with advertising. Their progress in this area has been slow but steady as publishers are understandably wary of alienating their user base with intrusive ads. WeChat, for example, has successfully integrated ads into its users’ Moments timelines. Innovative forms of advertising and brand promotion will be key moving forward. For example, Snapchat Discover, which allows media brands to directly engage with customers in innovative ways, pushes the boundaries of advertising on messaging platforms while sidestepping many of the issues of traditional advertising. Certainly publishers will find additional ways to push this model further in the messaging app. For further info on the messaging app landscape see the excellent report of App Annie. Photo Source: Snapchat 26
  27. © Andreas von der Heydt – What The Best Brands Will Do In 2016 27Photo source: Amber Case via Flickr
  28. © Andreas von der Heydt – What The Best Brands Will Do In 2016Photo source: "Honda prototype robots Honda Collection Hall" by Morio - photo taken by Morio. via Commons Machine intelligence capabilities have been steadily growing in sophistication every year. New methods of computing, like quantum computing, may again set the industry on supersonic development speeds. To get an idea for how far we have come since then, one has only to reflect on recent advances in the RoboWatch project - an endeavor that is teaching computers to learn complex tasks using instructional videos posted on YouTube. 28
  29. © Andreas von der Heydt – What The Best Brands Will Do In 2016Photo sources: "Amazon Echo" by Frmorrison - via Wikipedia, The Verge, Cult of Mac In 2016 we're going to start to see more personal assistants – aka "Chatbots“ - and the ones that are already online will get much more smarter. Chatbots –many of them having started with features of the latest massaging apps - like Amazon´s Alexa (I love her!), Apple's Siri, or Microsoft's Cortana will get a lot more sophisticated; the best ones of them soon being able making you personalized proposals and anticipating your wants and needs. We´ll see that first in shopping. AI-powered personal assistants that screen the Web to help you find and choose exactly what you want could serve as a replacement for Google and other search engines already in a few years. 29
  30. © Andreas von der Heydt – What The Best Brands Will Do In 2016Photo source: By Sergey Galyonkin via Wikimedia Commons Wearables and virtual reality will move into the mainstream and become content marketing playing fields. Along with more VR headsets like Oculus Rift, Holo Lens and 3D cameras being sold, 360-degree video which has already taken the Internet by storm - will significantly gain in relevance by providing users an unparalleled look and experience. Go on and experience it yourself, click and track, and speed across the Jakku desert from Star Wars: The Force Awakens with this immersive 360 experience created exclusively for Facebook. 30
  31. © Andreas von der Heydt – What The Best Brands Will Do In 2016 You can develop videos like this yourself. It only takes a 360-degree camera like the Ricoh Theta or and Kodak SP360 and you can practice 360-degree storytelling on YouTube’s popular 360 video sharing platform. You might also want to get your Google Cardboard to experience Virtual Reality on your smart phone. Photo source: By othree (Google Cardboard) via Wikimedia Commons 31
  32. © Andreas von der Heydt – What The Best Brands Will Do In 2016 32Photo source: Woodley Wonder Works via Flickr
  33. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Zoella via Youtube 2014 and 2015 were already incredible years for video content with Facebook being now a serious player in the visual content arena. The rise of video will further increase. Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. 33
  34. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Joseph Morris via Flickr In an era where the human attention span has shortened from 12 seconds to eight seconds in more than a decade (and now being below the one of a goldfish) the use of video (which in B2B businesses is already ubiquitous) will become also omnipresent in B2C with social networks investing strongly in it. Traditional advertising budgets (mostly TV) are being reprioritized to fund digital video. Branded video content is an essential area of focus for marketers. According to an AOL survey, already now over 30% of brands’ digital video budgets are dedicated to branded video, a number expected to rise in 2016 and beyond. Traffic will shift from traditional media and written blog posts toward Facebook Live, Instagram video, YouTube, and other dedicated video sites. They will enable brands to reach consumer with e.g. serial shows similar to the traditional (= old- fashioned) television broadcast model. 34
  35. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Tech Radar Marketers will put brand(ed) videos into the center of their marketing activities (e.g. more product videos, more videos embedded on company sites). In addition, in 2016 marketers will focus more and more on VINE video clips and live-stream video platforms like Periscope and Meerkat. The best marketers will have action plans in place which provide the most seamless integration of chat and video. San Francisco-based makeup brand Benefit Cosmetics e.g. frequently engages its community on Periscope by hosting both Q&As and live makeup tutorials with its own experts as well as influencers. They have been pretty successful, with an average of more than 2,000 live viewers tuning in to a stream. The most recent session received over 19,700 hearts. Red Bull, the popular energy drink which is known for successfully hopping into new social trends, live streamed on Meerkat a behind the scenes view from its half pipe competition. 35
  36. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: BLAB.IM via Medium A newer and very hot kid in the bursting video streaming apps market is a website called Blab. It´s a kind of Periscope or Meerkat for groups. On Blab four people can video chat simultaneously as an audience watches and comments. It is easier to use than the group video feature of Skype or Google Hangout. Plus, since Blab has tied itself closely to Twitter, it´s very easy to share Blab video chats on Twitter to go viral in a big way. Imagine conducting brand interviews and discussions on Blab, talk shows, casual hangouts, live workshops, etc. You can´t position and present your brand in a more social manner in the digital age. 36
  37. © Andreas von der Heydt – What The Best Brands Will Do In 2016 37 Photo source: Perspecsys Photo via Flickr
  38. © Andreas von der Heydt – What The Best Brands Will Do In 2016Photo source: By www.elbpresse.de via Wikimedia Commons With the Internet of Things (IoT) moving to an Internet of Now (IoN) there will be even higher demands towards data security. Hacking has become a sort of sport. 38
  39. © Andreas von der Heydt – What The Best Brands Will Do In 2016 "For the most part, companies can't protect themselves on their own. The adversaries are very sophisticated. We're talking about state-sponsored attacks, terrorism, identity-theft criminals, and activist groups. They are well funded--it's a multibillion-dollar industry--and they are relentless. They've also automated the process of attacking...“ Michael Dell 39 Photo source: Oracle PR via Wikimedia Commons
  40. © Andreas von der Heydt – What The Best Brands Will Do In 2016 As a top marketer one of your biggest worries should be cyber-security and how to ensure the safety of your customers´data. Therefore leading brands hire specialized companies such as Social- Engineer to test the strength of their security both online and offline so they can identify where they’re weak. Photo source: Perspecsys Photo via Flickr 40
  41. © Andreas von der Heydt – What The Best Brands Will Do In 2016
  42. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Micro and group communities, so-called pocket communities, e.g. in Facebook Groups or in Slack will become more relevant, since they permit more personable and real-time interactions. Targeted and personalized paid social media advertising is becoming a clear Must. This will include – besides videos and video streaming – blogging, podcasting, and webinars, since they grab the audience´s attention and deliver high ROI. Generating positive and sustainable “engagement that matters“ is key. In 2016 top brands will concentrate fiercely on building a strong base of highly committed and raving fans. Time spent with such fans as well as the quality of that time is more important than traffic and reaching whomever. Inspiring and sticky storytelling that is co-created and fun will play a major role. Photo source: Kris Krug via Flickr 42
  43. © Andreas von der Heydt – What The Best Brands Will Do In 2016 When planning for your 2016 content strategy, you need to consider that there will be the Olympic summer games in Brazil, UEFA Euro 2016 in France, and the US presidential election just to name a few. Meaning it will not only be a super cluttered year, but it´ll take smart and concentrated efforts to stand out of the crowd by producing meaningful, inspirational, and bold content that differentiates yourself from the rest of the gang. In this respect, besides the previously described media channels like video and live streaming, identifying and collaborating with main influencers (a hand-picked group of highly connected and reputable opinion leaders with big and relevant audiences) will bring content marketing to the next level. Smart marketers will set up an Influencer Marketing plan consisting of top bloggers, relevant business experts, influential journalists and other high impact persons and institutions. Photo source: AIESEC 43
  44. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Wattpad.com 44 Finally, I also expect a continued rise of episodic content. Meaning snippets of content that evolves along a plotline. Take Wattpad as an example which has produced with this approach some pretty successful authors and books.
  45. © Andreas von der Heydt – What The Best Brands Will Do In 2016
  46. © Andreas von der Heydt – What The Best Brands Will Do In 2016 To build a strong brand, you need brand ambassadors, i.e. employees who are thoroughly engaged, highly committed, and authentic. Source: 2015 Edelmann Trust Barometerthere Nearly of respondents refuse to buy products and services from a company they do not trust will criticize them to a friend or colleague chose to buy products from companies they trusted recommend those companies to a friend. 46
  47. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Smart brands will take a fresh look at personal branding and how they tell their stories e.g. by empowering their employees to play a more active part in bonding with the audience and building honest and trustful relationships. For a good example have a look at Adobe on how they empower their employees and how well they share a human perspective people naturally gravitate to. To support your team with relevant content in a structured way you could use tools such as Trello which houses everything your team might need online, i.e. employees can choose from a huge pool of unique ideas and data from your warehouse. Another cool app is SocialChorus which connects every employee to a daily digest of work news and content. 47
  48. © Andreas von der Heydt – What The Best Brands Will Do In 2016 At the same time, giving employees the opportunity of getting more involved will increase their engagement in return and make them more enthusiastic about and committed to their work. It should not come as a surprise that, according to a recent Gallup study, actively engaged employees are healthier and more productive. 48 Photo source: Kris Krug via Flickr
  49. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Didriks via Flickr
  50. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Digital marketing silos that segment various marketing efforts into stand alone functions are a remnant of the past. Most importantly, digital strategy isn’t just concerning digital marketing. Instead, digital transformation encompasses all facets of business - From R&D, sales, finance, legal, HR to strategic business planning. 50
  51. © Andreas von der Heydt – What The Best Brands Will Do In 2016 One way of doing that in a more comprehensive manner is to introduce the role of a Chief Digital Officer (CDO) which is also postulated by various consultancies. A CDO is someone who understands the relevance and functioning of digital media and is able to lead the respective transformation of the organization. A rather demanding role which spans a broad set of hard and soft skills, which encompasses the entire organization, as well as working with outside partners such as designers and developers (and not tipping on the toes of the CIO and CTO). 51 Photo source: Siemens PLM Software via Flickr
  52. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Personally, I favor more an approach as outlined by G. Westermann and D. Bonnet in their excellent book Leading Digital by developing the whole organization to digital masters from the very beginning versus installing a sole "Digital Messiah.“ Westermann and Bonnet argue that for marketers and executives to become truly outstanding in today´s and tomorrow´s digital age they need to become "Digital Masters“ who excel at two essential dimensions: First, they build digital capabilities by rethinking and improving their business processes, their customer engagements, and their business models. Second, they build strong leadership capabilities to envision and drive transformation. Each dimension of capability is important on its own. Together, they make you a Digital (Marketing) Master. In this respect successful brands will have to consolidate all of their marketing efforts into a unified strategy and organization. 52
  53. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Photo source: Poptech via Flickr In addition, top companies will lay out their key departments around the main axes “customer experience” and “continuous innovation.” They use less, but more holistically operating tools with more functionality. As marketers spend a lot of their time on content, top companies will come up with innovative automate marketing and CRM solutions. 53
  54. © Andreas von der Heydt – What The Best Brands Will Do In 2016 In regards of content they are going to establish what I call "Social Media Buddy Teams (SMBT).“ One part of the SMBT will be responsible for strategy, analytics, and insights. The other one will look after content and social. Please also note that content marketers will need to develop their skills in order to become savvy directors of (short) videos and collaborate with hosts of live broadcasts, etc. 54
  55. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Forward-thinking top brands will work hard and smart to recruit and retain so-called hybrid marketers, i.e. tech-savvy and analytical minds which at the same time have a strong passion and aptitude for marketing. These next-generation professionals will establish new border- and silo-less organizations and will make traditional-minded marketers irrelevant. 55
  56. © Andreas von der Heydt – What The Best Brands Will Do In 2016
  57. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Top brands and marketers should focus their resources and efforts, i.e. generating results with a few channels as opposed of wanting to be everywhere. This is especially true for social media which has gone mainstream in the past few years. Sometimes to the detriment of building and maintaining lasting and personal relationships. The more exposure social media is getting, the bigger its wear-out-effect will be, if not managed properly. Brands should not forget about applying the basics, i.e. having an excellent email list with thousands of engaged existing and potential customers might be worth more than implementing the latest predictive analytics tools. An all- encompassing style of Digital Leadership is to be applied and executed by top-notch leaders. 57
  58. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Last but not least, marketers should better wake up and start comprehending that Millennials, Gen Z, etc. are not so different from everyone else – They´re looking for trustworthy brands they can relate with and which offer them added-values to satisfy their needs and wants. 58
  59. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Customer Know- how and Simplicity Big Data and Analytics Social Media Selling Meeting and targeting Generation Z Mobile and Location-based Marketing Messaging, as it will take off Artificial Intelligence, Wearables, Virtual Reality, and Robots Moving Images and Video Data Security Relevant and real time Communication Employee Advocacy as a major Social Currency Becoming a Customer and Content-centric Organizations The best brands in 2016 will focus on 59
  60. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Senior Executive, Marketing Expert, Leadership & Executive Coach, LinkedIN Influencer linkedin.com/in/avonderheydt facebook.com/ConsumerGoodsClub twitter.com/ConsumGoodsClub 60 avonderheydt@ consumergoodsclub.com
  61. © Andreas von der Heydt – What The Best Brands Will Do In 2016 Find out more in my new book Check out my previous predictions 61
  62. © Andreas von der Heydt – What The Best Brands Will Do In 2016 1. http://www.demandgenreport.com/resources/reports/2015-lead-nurturing-benchmark-study-aligning-nurture-programs- to-the-buyer-s-journey 2. https://en.wikipedia.org/wiki/Pay_what_you_want 3. http://www.geekwire.com/2016/customers-complain-uber-prices-surge-near-10x-new-years-eve/ 4. https://en.wikipedia.org/wiki/Yield_management 5. http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/ 6. https://klout.com/home 7. http://www.northeastern.edu/news/2014/11/generation-z-survey/ 8. http://knowledge.wharton.upenn.edu/article/millennials-on-steroids-is-your-brand-ready-for-generation-z/ 9. https://www.youtube.com/watch?v=ZhusXg3dDwk 10. http://adwords.blogspot.de/2015/05/building-for-next-moment.html 11. http://www.313somerset.com.sg/General/Tring-313-FAQs 12. http://yourstory.com/2015/06/location-based-marketing/ 13. http://www.amazon.com/The-Mobile-Mind-Shift-Engineer/dp/0991361008 14. http://a16z.com/2015/08/06/wechat-china-mobile-first/ 15. http://blog.snapchat.com/post/109302961090/introducing-discover 16. http://blog.appannie.com/messaging-apps-where-theyre-popular-and-major-revenue-opportunities/ 17. https://www.accenture.com/us-en/insight-living-services-from-accenture-digital 62
  63. © Andreas von der Heydt – What The Best Brands Will Do In 2016 18. http://www.extremetech.com/extreme/215296-did-googles-quantum-computer-just-get-the-biggest-processor-upgrade- in-history 19. http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11- 481360.html 20. http://advertising.microsoft.com/en/cl/31966/how-does-digital-affect-canadian-attention-spans 21. http://www.aolplatforms.com/ussoi2015 22. http://digiday.com/brands/5-ways-brands-using-periscope/ 23. http://www.brafton.com/blog/social-media/5-brands-using-meerkat-for-marketing/ 24. http://www.inc.com/michael-dell/why-data-security-is-the-most-important-issue-you-face.html 25. http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/ 26. http://www.gallup.com/poll/187865/engaged-employees-less-likely-health-problems.aspx?g_source=Well- Being&g_medium=newsfeed&g_campaign=tiles 27. http://www.mckinsey.com/insights/organization/transformer_in_chief_the_new_chief_digital_officer 28. http://www.amazon.com/Leading-Digital-Technology-Business- Transformation/dp/1625272472/ref=sr_1_1_twi_har_1?ie=UTF8&qid=1451815518&sr=8-1&keywords=leading+digital 29. http://www.pr2020.com/blog/evolution-prototype-hybrid-marketer-ebook 30. http://www.amazon.com/Qualities-Tomorrows-Top-Leaders- Successful/dp/3000496181/ref=sr_1_1?ie=UTF8&qid=1432543987&sr=8-1&keywords=the+7+qualities+of 63

×