Marketing Trends 2016 is out! Among this year's study key findings, we found that: -Digital will be key and the ones with the best engaging strategy will insert the brand into the conversations the market is having -Knowledge: whether is via traditional research, analytics and/or business intelligence; knowledge about the market and consumer behavior will dictate the ways to engage effectively and efficiently -Budget: “Difficult times call for extreme measures”, but companies can outrun the financial crisis by being more creative and even smarter when mixing media. -People: Knowing the market, being passionate about your brands and care about the customer are the current strengths. Is time to develop the ability to understand new trends, find time to create innovative ideas and do it with a sense of urgency

1. Marketing Trends 2016
How to Make the Most Out of It

2. 2
What We Were Looking For
Methodology
Gain understanding on how marketers are seeing this next year
in terms of:
• Trends
• Challenges
Mission
Business, Marketing and Sales Executives
357 interviews
Target

3. Marketing Trends Pulse
135% More Participation than Last Year
2012
We launched
our first Marketing Trends Pulse
2015
152 interviews
2016
357 interviews
3
Looking back to 2012, we can fairly say that:
1. the way consumers engage with the
brands in a completely different manner
2. “word of mouth” now know as “shares” is
what brands should be looking for

4. Game Changers
What is taking the most relevance?
4

5. 2012 Game Changers
A Little Bit of History
5
Digital
16% Social Media
11% Technological changes
6% Text Messaging
5% Understanding new media
Non-Digital Mentions
Demographic Changes
Other Digital Mentions
QR Codes
Online trends
Source: Marketing Trends 2012 Survey

6. 2015 Game Changers
Digital and Social Media
6
Social Media
32% of respondents mentioned Social
Media as the trend with the major impact
on how the industry was going to market
products and services
Puerto Rico’s Economic Crisis
Which included the increase and imposition
of taxes, tax reform and the Obamacare
impact among others
Media Mix
Followed by 31% considered the change in
pattern behavior regarding the media mix
and the inclusion and increase of new
media channels such as online and social
media
Source: Marketing Trends 2016 Survey
Digital
16% Social Media
11% Technological changes
6% Text Messaging
5% Understanding new media
Non-Digital Mentions
Demographic Changes
Other Digital Mentions
QR Codes
Online trends

7. 2016 Game Changers
Digital and Social Media
7
Social Media
13% of respondents mentioned Social Media as the trend with the major
impact on how the industry is going to market products and services
Puerto Rico’s Uncertainty
13% of the participants marked this as a game
changer depending on the outcome:
• Demographic changes
• PR Financial Situation
• Market contraction and composition changes
• Government changes
• Federal impositions and regulations, among
others
Everything Digital
30% From Digital Marketing, Content Marketing, Videos and Live
Streaming to the changes in Media Mix and print reading patterns
are considered by the executives to be the next driving force of this
year’s trends
• Search Engine Optimization (SEO), Zero Moment of Truth
(ZMOT) are being brought to the table
Source: Marketing Trends 2016 Survey

8. 2016 Game Changers
Digital and Social Media
8
Social Media
13% of respondents mentioned Social Media as the trend with the major
impact on how the industry was going to market products and services
Everything Digital
30% From Digital Marketing, Content Marketing, Videos and Live
Streaming to the changes in Media Mix and print reading patterns
are considered by the executives to be the next driving force of this
year’s trends
• Search Engine Optimization (SEO), Zero Moment of Truth
(ZMOT) are being brought to the tableSource: Marketing Trends 2016 Survey
In Fact
8 out of 10 Increased Digital Budget
20%
40%
60%
80%
100%
79%
Increased
investment
20%
40%
60%
80%
100%
15%
Remain the
same

9. 9
Customer
Service
Insights
Insightful Solutions
Technology
Changes /
Trends
Research /
Analytics
Word-of-
Mouth /
Referrals
Geo-fencing /
Geo-targeting
Other Mentions
Customer Knowledge and Insights CRM /
Loyalty
Brand
Strategy Vs
Advertising
Source: Marketing Trends 2016 Survey

10. Are These Game
Changers
Being Carried to the Budget

11. 2016 Budget
Digital and Social Media Investment Will
Increase
11
87% will increase the
investment on Social
Media
1 out of 2 will increase
the investment in
eCommerce
Like in eCommerce,
50% are planning to
increase the
investment in training
2 out of 5 will increase
the efforts in Public
Relations
Same will happen with
research, 5 out of 10 will
increase the spending in
getting to know the
customer and analytics
61% are not satisfied with
the consumer information
available today
42% are assuring the
increase in the
spending of creative
and production
services
Source: Marketing Trends 2016 Survey

12. 2016 Budget
But the Opposite will Happen to Traditional
Media and Sponsorships
12
Increase
Keep Current
Reduce
Source: Marketing Trends 2016 Survey

13. 2015 Budget Allocation
Traditional Mass Media Carried ½ of the Budget
13
Source: Marketing Trends 2016 Survey

14. 2016 Budget Levels
Traditional Mass with Digital
41% and 44% Respectively
14
Source: Marketing Trends 2016 Survey

15. 15
Puerto Rico’s Current Fiscal Situation
Has had an impact in your Marketing Budget
15% Increased53% Decreased
q For 42% of the participants,
the budget decreased by
more than 10%
32% Remains Unchanged
Source: Marketing Trends 2016 Survey

16. How to Successfully Engage with the Customer,
In the Digital World, will be 2016’s Main Challenge
16
Source: Marketing Trends 2016 Survey
19%
14%
17%
9%
36%
13%
21%
15%
12%
14%
9%
44%
12%
20%
17%
13% 12%
10%
48%
13%
20%
TV Radio Print Shopper Marketing Digital Out of Home Promotional Activities
2015 2016 2017
Everything Digital
Content creation and content marketing are key
Is not only “to be there” but be wanted, be needed, be SHARED!

17. Are We Correctly Staffed
To Deal With What Lies Ahead
17

18. 18
B is the Grade Our Teams Received
We asked you to evaluate your current Marketing Team
Know what is going on with
the consumers
68%
Have a sense of urgency
66%
Took our brand to the
next level
66%
Understand new trends
60%
Understand the
opportunities and
challenges ahead
66%
Constantly watching over
our consumers’ needs
74%
Self-confident
65%
Passionate about the
brand
84%
Find the time to create
innovative ideas
65%
Open to changes
65%
2.90 average out of a 4.0 point rating
Source: Marketing Trends 2016 Survey

19. 19
B is the Grade Our Teams Received
Passion and Consumer Needs being the best performing
attributes
Know what is going on with
the consumers
68%
Have a sense of urgency
66%
Took our brand to the
next level
66%
Understand new trends
60%
Understand the
opportunities and
challenges ahead
66%
Constantly watching over
our consumers’ needs
74%
Self-confident
65%
Passionate about the
brand
84%
Find the time to create
innovative ideas
65%
Open to changes
65%
2.90 average out of a 4.0 point rating
Source: Marketing Trends 2016 Survey

20. What Are These Results
Telling Us
20

21. If We Want Take Our Brand
To The Next Level
21
Whether is via traditional research,
analytics and/or business intelligence;
knowledge about the market and
consumer behavior will dictate the ways
to engage effectively and efficiently
Knowledge
01 02
04 03
Will be key this year, and the ones with
the best engaging strategy will insert the
brand into the conversations the market
is having
Digital
“Difficult times call for extreme
measures”, but companies can outrun
the financial crisis by being more
creative and even smarter when mixing
media.
These channels can be managed to carry
out a personalized-type of message
Budget
To know the market, being passionate
about your brands and care about the
customer are the current strengths.
Is time to develop the ability to
understand new trends, find time to
create innovative ideas and do it with
a sense of urgency
People

22. 22
World Is Changing Rapidly
And Waits for No One
Innovative ideas are imperative in a world
where the:
• Most valuable retailer, has no inventory
• World’s largest individual transportation company, owns no
vehicles
• World’s largest accommodation provider, owns no real estate
• World’s most popular media owner, creates no content
Take Action:
Watch Out for Trends
And be responsive to them
Using All Tools
Even the ones that are not even
created yet
To Develop a Strategy
Don’t leave important decisions in the
hands of random events

23. Contact Us
See you soon...
1571 Calle Alda,
San Juan 00926, Puerto Rico
787-250-0006
mcabrera@arteaga.com
www.arteaga.com
23
A&Answers is Arteaga & Arteaga’s Market Research Division