Digital marketing trends in 2016 will include: 1. HTML5 becoming the new standard format for digital content. 2. Flexible planning and budgets becoming the norm to quickly adapt to new opportunities. 3. Ad blocking growing on mobile, challenging marketers to focus on quality over quantity of ads. Data and creativity combining to generate highly relevant and efficient marketing campaigns will be a overarching trend shaping digital marketing in 2016.

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9 Trends That Will Shape
Digital Marketing in
2016
Digital
Thought
Leaders
Tobias Zehnder
Co-Founder & Partner

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Let’s Rewind
This year has already seen many
milestones in digital marketing.
The rise of live-streaming, Facebook passing 1B daily
active users, mobile overtaking desktop search volume,
Instagram introducing ads, Google rebranding,
the Apple Watch, the Internet of Things...

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as we work in a fast
changing industry,
it’s key to understand which
trends drive future growth.
It’s also key to know where to
look for these trends.

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A/B testing,
big data analysis,
mobile fundraising.
The Obama 2012 campaign is famous for
successfully leveraging digital technology earlier
than others in our industry.

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What made the
Obama campaign
successful
in 2012?
According to Harper Reed,
CIO of the campaign:
Not building everything
from scratch, but learning
from best-in-class
practises of others.
In other words...

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The Future Is Already
Here, It’s Just Not
Evenly Distributed.
– William Gibson
Image: JWPhotography2012/flickr

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So, here are 9 trends that successful
brands already put into practise to
move the needle today.
They will shape digital marketing in
2016

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1 // HTML5 is the new standard
for digital creatives.
A waste of
money.
Flash ads don’t
autoplay in
Chrome.

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CASE
Interactive creatives that work
on all browsers and devices.

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2 // flexible planning is
new normal.
Can you launch
Instagram ads in 2015
if you didn’t budget
them 2014?

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The COMPLEXITY of digital
communication is forcing
the SIMPLIFICATION of processes,
as well as a more FLUID STRATEGY
and AGILE EXECUTION.
-C.S. Harlinghausen, Starcom Mediavest

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Planning is going to be
EXCTINCT.
- Jonathan Oliver, Microsoft

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3 // AdBlocking for the
(mobile) masses.

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AdBlockers topped
the iTunes charts on
the first weekend
...but also lost ground
again quickly one week
later.

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Putting the 600’000 app installs of
the first week into perspective
(in one beautiful Excel chart)

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Exclusive: Swiss Market Situation
AdWords Traffic Post-iOS9-Launch (KW38/39)
Desktop -2.1%
Tablet -3.3%
Mobile -1.6%
→ No significant impact and patterns yet
→ General seasonality and fluctuation has
more impact than adblockers on iOS9

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Winning our Industry’s
Napster-Moment
Quality
over Price
Relevancy
over Reach
Content
over Clutter

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4 // offline = online
Thanks to the smartphone, we definitely live in a connected world.
Being offline is the privilege of an older generation.

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The Rise of the Smartphone Mobile Computer

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Source: Think with Google

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CASE
Amazon Dash
is just one of many examples,
where the digital meets the real
world in a new way.
Mobile technology is the catalyst
of this trend - with simple “Click-
to-Collect” to Google’s “Store
Visit” metric being just two other
examples.
This unprecedented wave of
online/offline synergies will
move the boundaries of our
industry. And the way our teams
work.

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5 // YouTube grows up.
(( I have no idea what this is, but it generated millions of views ))

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There’s a new generation of «web
natives» growing up. Their needs
will shape the media landscape of
the coming years.

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Masthead Reach by Day of Week
Switzerland
Webrepublic Research - YouTube Advertising Report Switzerland, 2015
Mon Tue Wed Thu Fri Sat Sun
3’000’000
Impressions

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CASE
Campaigns that leverage the
creative potential of a channel.
Choose your own
adventure

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6 // storytelling drives
convergence across devices
and plattforms

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Karasek & Ikea
A great video that
captured the attention
of fans around the
world, generated views,
coverage and links.
CASE

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Nike+ Outdo You
Personalized videos based
on actual training data.
CASE

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7 // real advantages for
virtual pioneers

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CASEMammut #PROJECT360 let’s you
explore famous hiking routes.

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8 // data demands excellency.

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Structured data & twitter cards are a must
for every website seeking reach.
Twitter cards integrate shared content
directly into twitter’s timeline, leading to
more interactions and reach.

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In the age of product feeds and shopping ads,
there should not a single click be wasted.
Long-Tail Keyword Product not Available

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Combine insights & data from
many sources to create ads
that are more relevant.
+300% CTR
+350% Conversion Rate
CASE

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WRAP UP
35

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9 Trends That will Shape 2016
1. HTML5 is new standard
2. Flexible planning & budgets
3. AdBlocking as positive challenge
4. Offline = Online
5. YouTube here to stay
6. Storytelling drives convergence
7. Virtual Reality as creative opportunity
8. Data demands excellency.

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But hey, what about
trend nr. 9?

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9. Data meets Creativity
to create relevant and efficient
marketing and advertising.
This is the one to rule them all.

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Thank you.
Webrepublic @tozehnder