Trends 2016 and Digital Implications
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What are the 2016 trends? What are the digital implications and how it will impact your business? Check out this slideshare to find out!
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Trends 2016 and Digital Implications
- 1. 1 RED DOOR INTERACTIVE TOP TRENDS & DIGITAL IMPLICATIONS 2016 JANUARY 2016 ©2016 RED DOOR INTERACTIVE, INC.
- 2. U.S. CULTURE – TOP TRENDS 2016 Movements in U.S. culture impacting brands in the year ahead. ©2016 RED DOOR INTERACTIVE, INC. 2
- 3. ©2016 RED DOOR INTERACTIVE, INC. 3 TOP 2016 TRENDS Source: CEB Iconoculture I in Identity: Consumers are pushing the concept of identity beyond external characteristics and toward internalized traits. Head Rules Heart: Consumers are applying a more ordered, “Mind First” model to their emotional lives. Talking in Pictures: A common visual vocabulary of emojis and GIFs helps consumers convey more than words can say. Trolling for Purpose: Consumers are co-opting social media to raise awareness of issues that matter to them.
- 4. DIGITAL IMPLICATIONS ©2016 RED DOOR INTERACTIVE, INC. 4
- 5. ©2016 RED DOOR INTERACTIVE, INC. 5 DIGITAL IMPLICATIONS It’s Not a News Story!? South Park Studios https://www.youtube.com/watch?v=IVfslRsNXUc
- 6. ©2016 RED DOOR INTERACTIVE, INC. 6 PERSONALIZATION & TARGETING Understand consumer intent to meet their needs in an exact moment and deliver valuable content. Create deep customer relationships by guiding users through the purchase cycle, serving content that evolves from Awareness > Consideration > Conversion. Rise above the noise, connect with users through messaging and creative that personally resonates with users. Targeting Beyond Demographics Dynamic, Consumer-Centric Retargeting Talk to consumers on a one-to-one basis - show that you know what your prospects care about, want, and need Audience-Specific Creative
- 7. ©2016 RED DOOR INTERACTIVE, INC. 7 CONTENT STRATEGY Use influencer’s existing fan base to extend the reach of a branded message in an interactive, authentic way. Continuous Content Testing Twitter Influencer Whitelisting Brands need to guide consumers through the pathway to conversion by serving valuable, relevant content Enhance content and ad engagement through ongoing A/B tests to identify top content and creative principles. Informational Content Deepen customer relationships and avoid ad blockers by using existing social and website content to address consumer questions/concerns as they progress through the purchase cycle.
- 8. ©2016 RED DOOR INTERACTIVE, INC. 8 REAL-TIME STORYTELLING Two-way communication can let viewers dictate where the story goes. Allows consumers to edit their story with text, emoji's and drawings to make it their own. Two-way communication and ability to store and edit videos allows for customized real-time stories. Periscope Snapchat Facebook Live Consumers want to be able to share their story in an ownable and customizable way.
- 9. ©2016 RED DOOR INTERACTIVE, INC. 9 For real this time, guys! MOBILE FOCUS • More Google searches take place on mobile devices than on computers in 10 countries (including U.S. and Japan) • 2/3 of population has a mobile phone • Mobile was the fastest-growing digital channel in 2015 Mobile ad spend expected to surpass desktop spend by 2018 • Consumers consume content, engage, and take actions on devices differently Engage on mobile Research on mobile and tablet Convert on desktop • Today’s users value user experience over brand loyalty, price
- 10. ©2016 RED DOOR INTERACTIVE, INC. 10 Give consumers the ability to take any action on any device. MOBILE FOCUS
- 11. ©2016 RED DOOR INTERACTIVE, INC. 11 TWO-WAY COMMUNICATION Customers expect immediacy in responses from brands – regardless of time. Instant, two-way communication is emerging through multiple new apps. Customer Service Messaging Apps Customer expectations are to connect with brands and share with one another – immediately.
- 12. ©2016 RED DOOR INTERACTIVE, INC. 12 INTERACTIVE TOOLS Increasing popularity of things like 360° video (ads) and virtual reality apps allow consumers to engage with new experiences. Leading consumers to bridge the gap between devices is becoming more popular (i.e. smartphone to desktop) Tangible benefits and outcomes entice users to interact more often. Immersive Marketing Gamification Quizzes Customers are now looking for interactive experiences to get their information – and entertainment. NESCAFÉ #GoodMorningWorld 360° Lightsaber Escape: an experience built for Chrome
- 13. QUESTIONS? Tweet to: @RedDoor ©2015 RED DOOR INTERACTIVE, INC. 13
- 14. THANK YOU. ©2016 RED DOOR INTERACTIVE, INC. 14
Notas do Editor
- Allison
- MAIN POINT The goal of this presentations is to Increase everyone’s awareness of changes happening in our culture and the effect it will have on marketing In particular, we’ll take a close look at movements in consumers’ lifestyle values, and how these values motivate behaviors and beliefs. This is important because the better we understand consumers the more successful our work can be at achieving our clients business objectives. I’m sure you’ll see similarity in how the trends shared today are influencing your own lives, that’s what makes this so much fun.
- Content/Messaging, Device, Interactivity
- Targeting Beyond Demographics Charles’ slide 9, I in Identity – people don’t put themselves in boxes, marketers can’t either. Need to look at people holistically – combination of their demographics + interests + behavior – in order to make a connection with consumers. It’s important that t hey Dynamic, Consumer-Centric Retargeting Charles’ slide 6, Key Values – don’t add more clutter to people’s lives, show them more things they actually want, instead of just more things to help achieve their Sanity Pattern Charles’ slide 17, Images Express What Consumers Feel – make consumers feel something by showing them an image of the exact product they looked at
- Informational Content Charles’ slide 6, Key Values – give content that helps people on their path to self-improvement Charles’ slide 12, Head Rules Heart – give content that show your company has real people, is genuine, tell its brand story Continuous Content Testing Charles’ slide 16, Talking in Pictures – images can be most important part of media, key part of content testing strategy. Test ad copy with/without emoji, test image variations Twitter Influencer Whitelisting Charles’ slide 12, Head Rules Heart – partnering with an influencer that resonates with target audiences lends authenticity, showing that your company really does align with the values of the audience
- Can individualize their story
- Transition from real time mobile
- Customer service – tie having a plan back into being able to account for trolling. Talk about how stellar customer service will lead to brand advocates that will stand up for you before your brand has a chance to respond. Messaging: peach, what’s app, Facebook messenger, snapchat
- Facebook 360 video ad: https://www.facebook.com/Nescafe/videos/10156233581755472/ YouTube Video: https://www.youtube.com/watch?time_continue=7&v=LPd0w3pVQVI