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Trends in Digital Marketing: Better Storytelling Through Technology

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Presenters
Marlea Clark
EVP, Marketing and Insights
Rich Zeldes
EVP, Managing Director
Global Business Development

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Trends in Digital Marketing
Across continents and cultures,
humans have always been
captivated by storytelling…

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Trends in Digital Marketing
From our ancestors who
passed along legends by
the hearth to today’s
streaming video, the
medium may have
changed, but our ability to
connect through stories
has not

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Trends in Digital Marketing
Today, we look at the
latest trends in
digital marketing that
enable brands to
better tell their
unique story with a
cohesive message
across platforms

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Trends in Digital Marketing
Video
Visual storytelling - by 2018, video will represent 79% of all
global internet traffic
Sources: Cisco, eMarketer, Google, Syndcast, Animoto
Mobile video traffic accounted for 55% of total mobile data traffic in 2015
1 in 4 shoppers say they have used YouTube to search for a
video related to a product they are considering buying in store
52% of marketing professionals worldwide say video content
offers the best ROI
80% of Millennials consider video content when researching products

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Trends in Digital Marketing
Rich Media
Rich media offers advanced features like video, audio,
or other elements that encourage viewers to interact
and engage with the content
Rich media banner ads are 267% percent more
effective in gaining click-throughs than traditional static
banners and eight times more engaging than standard
banners
Source: eMarketer

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Trends in Digital Marketing
Programmatic/Data
Programmatic media buying uses technology and audience insights to
automatically buy and run an ad campaign in real time, reaching the right
user with the right message at the right time
Agencies now have access to a greater
number of data signals—contextual data,
audience and demographic data, and more
Programmatic ad buying offers value,
efficiency, and better monitoring of campaign
success

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Trends in Digital Marketing
Social Media
Social media allows consumers to become part of the brand story. It’s key to tell
the right story on the right platform to excite and engage fans and followers
Establishment
Facebook
Twitter
YouTube
Pinterest
LinkedIn
Hot Newcomers
Instagram
Snapchat
The Next Wave
What’s App – in-app messaging or chat bots

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Trends in Digital Marketing
SEO Driven By Content and Social
Social signals have a direct correlation to search
engine ranking; the more people you have sharing
your content and the more influential they are, the
more likely your site is to receive high value equity
passing links
Develop content that drives the brand story, builds awareness and
brand loyalty and is rooted in SEO

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Trends in Digital Advertising
Apps
Insert your brand into the apps consumers use to organize and track the things
that are important to them! In-app advertising allows brands to deliver targeted,
intimate messages to consumers and tell their story when, and where, it’s
relevant to their lives
54% of mobile time is spent in apps
Contextually targeted in-app advertising will
surge over the next four years to reach $44
billion by 2020
Source: eMarketer

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Trends in Digital Marketing
Location Based Marketing
Mobile is enabling retailers to target with greater precision, and that is helping to personalize
the shopping experience. GeoFencing and GeoTargeting allows brands to reach consumers at
their peak moment of interest or need within a specific geographic location
29% of consumers are more likely to visit a retail store as a
result of a location-based promotion and 27% were more likely
to visit a store based on a text notification
Source: eMarketer: The US Retail Industry 2016: Digital Ad Spending Forecast and Trends
Brands are seeing as much as a 20% increase in conversion
when adding location targeting to their ad data

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Trends in Digital Marketing
Branded Content/Native Advertising
Native advertising offers an opportunity for brands to
reach their intended audience in a way that feels
relevant to their interests and lifestyle
Marketers are partnering with digital publishers to
create custom programming that allows brands to
insert their products and messages into the
publisher’s editorial content in a way that
organically aligns with the publisher’s tone and
point of view
Become part of the story by partnering with trusted information sources

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Trends in Digital Marketing
Influencers
Influencer marketing allows brand ambassadors to tell your story to their
passionate and engaged audience
84% of brands polled said they launched at least one
influencer marketing campaign last year and 81% of those
brands saw increased website traffic and sales
Source: eMarketer , Fashion and Beauty Monitor report/Econsultancy
22% of marketers agree it’s the fastest-growing
online customer-acquisition method
51% believe they acquire better quality customers
through influencer marketing

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Trends in Digital Marketing
Virtual Reality
The ability to virtually shop at retail or offer unique,
multi-sensory experiences such as a virtual front-row
seat at a fashion show
What’s Next?
Consumers become the story through AR and VR experiences
Augmented Reality
Apps that allow consumers to virtually “try on”
cosmetics, clothing or “decorate” your home

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About Women’s Marketing
The leading media strategy, planning, and buying agency
for high-growth, ambitious brands
EXPERTISE
Understanding how women
consume, engage, and take action
with media…and with the world
around them
SERVICE
A personal approach to providing
best-in-class media planning,
search, social, and strategic
advice, supported by rich
post-campaign analytics
BUYING POWER
Significant purchasing scale, leverage
and placement
capabilities through our wide
network of media partners
ACCESS
Connecting brands with top
growth, service, and platform
partners across the marketing
and media spectrum

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Thank you for joining our webinar!
Want to learn more?
Have questions or want to learn
more about reaching health and
wellness lifestyle consumers?
Contact Marlea Clark at
mclark@womensmarketing.com or
Rich Zeldes at
rzeldes@womensmarketing.com
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880

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Thank You