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1
The trends that will
shape digital marketing
in 2017
Tobias Zehnder
Co-Founder / Partner Webrepublic
October 2016
2
Digital Marketing in 2016
The pace still is incredible high
Just three examples to start out with:
- Pokémon Go needed only two weeks to become
the most actively played game in the history of the
US with 21 Mio users
- In June, Microsoft announced the $26 billion
acquisition of LinkedIn
- Today, the 5 most valuable companies on the
stock exchange are digital players: Apple,
Alphabet, Microsoft, Amazon, Facebook.
 We live in the age of digital technology and need
to keep up with the pace of the industry.
3
About this presentation
The goal of this presentation is to give you actionable recommendations to
outperform your peers and sustainably integrate marketing innovations into
your planning. We therefore focus on trends that we place on the right end of
the Gartner Hype Cycle – that means, we cover innovations whose time has
truly come and where we see short and mid term benefits.
4
1
The need for speed
5
AMP* content is starting
to show up on result
pages. Labels make it
easy for users to spot
fast-loading websites.
*Accelerated Mobile PagesSource: seoton.ch / Björn Beth
6
There are now 600 million
AMP pages on 700’000
domains.
And with WordPress supporting
AMP, soon 25% of all websites
globally will be AMP-ready.
AMP Project 2016
7
709ms1.67sec
Regular Mobile Version AMP Version
AMP more than twice as fast.
8
+73%
increase in unique visits per month from
Google mobile search on Slate.com
Google 2016
You can’t afford to be slow
9
So what?
Nominate a Chief
Speed Officer
To work across the organizational silos, make page speed a
key issue and nominate a CSO to drive the project with top-
coverage.
10
2
Rise of B2C China
11
Alibaba / Handelsblatt 2016
$ 14.3 B
With a strong home market in the back, China is becoming a
strong ecommerce force with global ambitions – China is no
longer just about producing cheap goods for the west, but
reinventing itself as a B2C market for global consumers.
12
Post / Handelszeitung / TagesAnzeiger – Malte Polzin 2016
1.8 Mio 2.5 Mio ~8.0 Mio
2014 2015 2016
Small Packages from China
to Switzerland
13
iTunes App Store, October 2016
Chinese Apps are
already popular in
Switzerland.
14
So what?
Play the quality
card
Chinese platforms score with low prices and a wide range of
products. You can win with fast delivery, great customer
service, quality products. Invest in your brand to stand out.
15
3
Programmatic
is taking off
16
70%
65%
25%
15%
17
Premium Inventory is ready.
18
Dynamic Creatives
Leverage data to create ads that are
relevant and stand out.
19
So what?
Think user,
not channel
To get the most out of the programmatic paradigm shift in
our industry, rethink your media planning around the
users and their customer journey. Use programmatic to
integrate your digital campaigns and boost their efficiency.
20
4
Hello Voice Search
21
Google’s vision for the coming years is to move from a
“Mobile First” to a “AI First” world. Smart Assistants and
Voice Search will play a crucial role in this world.
22
The future is already
here: Voice search
today is more powerful
than you might think.
Complex queries in loud
environments get processed
correctly – and with API connections
to airlines, food deliveries, and
many more, it’s also a world that’s
open for business.
23
Connected devices such as Google Home
bring AI and voice search into the living room.
24
So what?
Let your data join
the conversation
Google’s voice search relies on structured data to answer
questions. Provide your company’s data in the right format
to connect to this emerging channel.
25
5
Bots at Work
26
The AI Memorial
Friends of Russian Programmer Roman Mazurenko built a bot to talk
to him after his tragic death in an accident in Moscow.
27
Shopping in the Facebook Messenger
Moving closer to your customers
28
Webrepublic Team Bot
Our internal bot that makes information from
different databases more accessible:
Phone numbers, train schedules, meeting room availability and more
29
So what?
Befriend a bot
Embrace the potential of bots by either building your
own first bot project or interact with them in the
Facebook Messenger or Google Allo.
30
So what?
Bots at Work
2017
Ecosystems and
Structured Data
31
So what?
Bots at Work
2017
Next year is all about the power of
ecosystems: From Page Speed to Voice
Search, new benchmarks are evolving.
Those ecosystems mean momentum, and
they create the new normal.
Structured data will be the entry ticket to
this new world.
32
Thank you
You liked the presentation?
Read more on these trends on our blog.

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Digital Marketing Trends 2017

  • 1. 1 The trends that will shape digital marketing in 2017 Tobias Zehnder Co-Founder / Partner Webrepublic October 2016
  • 2. 2 Digital Marketing in 2016 The pace still is incredible high Just three examples to start out with: - Pokémon Go needed only two weeks to become the most actively played game in the history of the US with 21 Mio users - In June, Microsoft announced the $26 billion acquisition of LinkedIn - Today, the 5 most valuable companies on the stock exchange are digital players: Apple, Alphabet, Microsoft, Amazon, Facebook.  We live in the age of digital technology and need to keep up with the pace of the industry.
  • 3. 3 About this presentation The goal of this presentation is to give you actionable recommendations to outperform your peers and sustainably integrate marketing innovations into your planning. We therefore focus on trends that we place on the right end of the Gartner Hype Cycle – that means, we cover innovations whose time has truly come and where we see short and mid term benefits.
  • 5. 5 AMP* content is starting to show up on result pages. Labels make it easy for users to spot fast-loading websites. *Accelerated Mobile PagesSource: seoton.ch / Björn Beth
  • 6. 6 There are now 600 million AMP pages on 700’000 domains. And with WordPress supporting AMP, soon 25% of all websites globally will be AMP-ready. AMP Project 2016
  • 7. 7 709ms1.67sec Regular Mobile Version AMP Version AMP more than twice as fast.
  • 8. 8 +73% increase in unique visits per month from Google mobile search on Slate.com Google 2016 You can’t afford to be slow
  • 9. 9 So what? Nominate a Chief Speed Officer To work across the organizational silos, make page speed a key issue and nominate a CSO to drive the project with top- coverage.
  • 11. 11 Alibaba / Handelsblatt 2016 $ 14.3 B With a strong home market in the back, China is becoming a strong ecommerce force with global ambitions – China is no longer just about producing cheap goods for the west, but reinventing itself as a B2C market for global consumers.
  • 12. 12 Post / Handelszeitung / TagesAnzeiger – Malte Polzin 2016 1.8 Mio 2.5 Mio ~8.0 Mio 2014 2015 2016 Small Packages from China to Switzerland
  • 13. 13 iTunes App Store, October 2016 Chinese Apps are already popular in Switzerland.
  • 14. 14 So what? Play the quality card Chinese platforms score with low prices and a wide range of products. You can win with fast delivery, great customer service, quality products. Invest in your brand to stand out.
  • 18. 18 Dynamic Creatives Leverage data to create ads that are relevant and stand out.
  • 19. 19 So what? Think user, not channel To get the most out of the programmatic paradigm shift in our industry, rethink your media planning around the users and their customer journey. Use programmatic to integrate your digital campaigns and boost their efficiency.
  • 21. 21 Google’s vision for the coming years is to move from a “Mobile First” to a “AI First” world. Smart Assistants and Voice Search will play a crucial role in this world.
  • 22. 22 The future is already here: Voice search today is more powerful than you might think. Complex queries in loud environments get processed correctly – and with API connections to airlines, food deliveries, and many more, it’s also a world that’s open for business.
  • 23. 23 Connected devices such as Google Home bring AI and voice search into the living room.
  • 24. 24 So what? Let your data join the conversation Google’s voice search relies on structured data to answer questions. Provide your company’s data in the right format to connect to this emerging channel.
  • 26. 26 The AI Memorial Friends of Russian Programmer Roman Mazurenko built a bot to talk to him after his tragic death in an accident in Moscow.
  • 27. 27 Shopping in the Facebook Messenger Moving closer to your customers
  • 28. 28 Webrepublic Team Bot Our internal bot that makes information from different databases more accessible: Phone numbers, train schedules, meeting room availability and more
  • 29. 29 So what? Befriend a bot Embrace the potential of bots by either building your own first bot project or interact with them in the Facebook Messenger or Google Allo.
  • 30. 30 So what? Bots at Work 2017 Ecosystems and Structured Data
  • 31. 31 So what? Bots at Work 2017 Next year is all about the power of ecosystems: From Page Speed to Voice Search, new benchmarks are evolving. Those ecosystems mean momentum, and they create the new normal. Structured data will be the entry ticket to this new world.
  • 32. 32 Thank you You liked the presentation? Read more on these trends on our blog.

Notas do Editor

  1. https://blog.google/topics/shopping-payments/android-pay-partners-visa-checkout-and-masterpass/
  2. 90 Mio Websites Most popular CMS 26% of all websites
  3. - You can’t afford to be slow: 100ms reduction in page speed, 1.11% conversion uplift - 40% of consumers will leave a page that takes longer than 3 seconds to load.
  4. As more and more people are familiar with AMP and Instant Articles, the acceptance rate of slow loading content will deminish – further pushing fast loading pages as the standard on the web, with huge benefits for players that move accordingly. Prognosis: Google will drop the AMP label end of 2017 and start labelling slow loading pages.
  5. Chinese consumer platforms are fast rising and will be here to stay. They will be global competitors to the dominant US platforms and a strong local competition in almost all fields of ecommerce. Their strength is a low price level and wide range of products. Fast Delivery Community / Customer Service Quality Invest in Branding Do it now: Order something on Wish, to learn about the experience first hand.
  6. We expect the swiss market to reach a programmatic share of 25% at the end of the year.
  7. Amazon Echo already has broad user base in the US
  8. Voice Search will gain ground and make up around one third of all search queries. Do it now: Try to call your company just by using a voice command.
  9. http://www.theverge.com/a/luka-artificial-intelligence-memorial-roman-mazurenko-bot
  10. Ecosystems mean momentum – from voice search, to AI, page speed and china b2c platforms. Structured data is the entry ticket to next years party.
  11. Ecosystems mean momentum – from voice search, to AI, page speed and china b2c platforms. Structured data is the entry ticket to next years party.
  12. Ecosystems mean momentum – from voice search, to AI, page speed and china b2c platforms. Structured data is the entry ticket to next years party.