Digital in 2016

Executive SummaryFind the full trends forecast at edelmancom

The year of consumer-led

communications marketing

JANUARY 2016

Whatrsquos Next in Digital Marketing

2

We looked at consumer insights to predict the biggest trends for 2016

Behavior

How are they behaving

on and offline

Engagement

What content and

experiences engage them

Communication

What are

they saying

Influence What inspires them

Consumers Want More From Brands

3

want brands to

communicate openly about

their products

of consumers expect brands to

innovate with societal

impact in mind

90 70

Edelman Innovation and the Earned Brand 2015 Edelman Brandshare 2015

Whatrsquos Next in Digital Marketing

2

We looked at consumer insights to predict the biggest trends for 2016

Behavior

How are they behaving

on and offline

Engagement

What content and

experiences engage them

Communication

What are

they saying

Influence What inspires them

Consumers Want More From Brands

3

want brands to

communicate openly about

their products

of consumers expect brands to

innovate with societal

impact in mind

90 70

Edelman Innovation and the Earned Brand 2015 Edelman Brandshare 2015

Consumers Want More From Brands

3

want brands to

communicate openly about

their products

of consumers expect brands to

innovate with societal

impact in mind

90 70

Edelman Innovation and the Earned Brand 2015 Edelman Brandshare 2015

Todayrsquos consumers are more powerful than ever

Implicitly through behavior and data mdash

and explicitly through direct communication mdash

consumers are telling us what they want

2016 ishellip

THE YEAR OF THECONSUMERMARKETINGDIRECTOR

Key Learnings for Marketers in 2016

5

Evolve to meet consumersrsquo high expectations for

brandsmdashfrom responsiveness to social action

Engage influencers to address consumersrsquo rising

skepticism of media and advertising

Leverage emerging technology to better listen to and

engage with consumers

Deliver real contextual value when and where

consumers demand it most

Key Digital Trends Put Consumers at theCenter of Brand Marketing

6

And wersquore keeping an eye on virtual amp augmented reality beacons esports

1VIDEO VIDEO VIDEO

INFLUENCERS AS CREATIVES

SOCIAL LISTENING AS SOCIAL INTELLIGENCE

CROSS-DEVICE CONSUMER JOURNEY MAPPING

2 3

4 5

THE BUY NOW REVOLUTION

VIDEO VIDEO VIDEO 1

Video Engagement Dominates Digital Platforms

8

of all consumer

internet traffic will be

dedicated to video

consumption by 2019

80Estimated

10-20 Billion

8 Billion

6 Billion

4 Billion

Views Per Day

Cisco Visual Networking Index Forecast and

Methodology 2014-2019 White Paper May 27 2015

Key Learnings for Marketers in 2016

5

Evolve to meet consumersrsquo high expectations for

brandsmdashfrom responsiveness to social action

Engage influencers to address consumersrsquo rising

skepticism of media and advertising

Leverage emerging technology to better listen to and

engage with consumers

Deliver real contextual value when and where

consumers demand it most

Key Digital Trends Put Consumers at theCenter of Brand Marketing

6

And wersquore keeping an eye on virtual amp augmented reality beacons esports

1VIDEO VIDEO VIDEO

INFLUENCERS AS CREATIVES

SOCIAL LISTENING AS SOCIAL INTELLIGENCE

CROSS-DEVICE CONSUMER JOURNEY MAPPING

2 3

4 5

THE BUY NOW REVOLUTION

VIDEO VIDEO VIDEO 1

Video Engagement Dominates Digital Platforms

8

of all consumer

internet traffic will be

dedicated to video

consumption by 2019

80Estimated

10-20 Billion

8 Billion

6 Billion

4 Billion

Views Per Day

Cisco Visual Networking Index Forecast and

Methodology 2014-2019 White Paper May 27 2015

Key Digital Trends Put Consumers at theCenter of Brand Marketing

6

And wersquore keeping an eye on virtual amp augmented reality beacons esports

1VIDEO VIDEO VIDEO

INFLUENCERS AS CREATIVES

SOCIAL LISTENING AS SOCIAL INTELLIGENCE

CROSS-DEVICE CONSUMER JOURNEY MAPPING

2 3

4 5

THE BUY NOW REVOLUTION

VIDEO VIDEO VIDEO 1

Video Engagement Dominates Digital Platforms

8

of all consumer

internet traffic will be

dedicated to video

consumption by 2019

80Estimated

10-20 Billion

8 Billion

6 Billion

4 Billion

Views Per Day

Cisco Visual Networking Index Forecast and

Methodology 2014-2019 White Paper May 27 2015

VIDEO VIDEO VIDEO 1

Video Engagement Dominates Digital Platforms

8

of all consumer

internet traffic will be

dedicated to video

consumption by 2019

80Estimated

10-20 Billion

8 Billion

6 Billion

4 Billion

Views Per Day

Cisco Visual Networking Index Forecast and

Methodology 2014-2019 White Paper May 27 2015

Video Engagement Dominates Digital Platforms

8

of all consumer

internet traffic will be

dedicated to video

consumption by 2019

80Estimated

10-20 Billion

8 Billion

6 Billion

4 Billion

Views Per Day

Cisco Visual Networking Index Forecast and

Methodology 2014-2019 White Paper May 27 2015

Trending Formats Engage Consumers

9

Livestreaming 360-video Crowdsourcing Video

Influencers

Short Form Bits

amp GIFs

Make the most of your

investment with a

multi-platform approach

Build a holistic

storytelling strategy with

your consumer in mind

Drive discoverability via

organic optimization

and paid media

How can brands keep up

10

INFLUENCERS AS CREATIVES2

Influencer Popularity Is On The Rise

12

Influencer Engagement Supports Business Objectives

13

Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015

Marketers are making

$650 for each $1 spent on

influencer marketing

5xROI

of marketers believe

influencer marketing is

effective in raising

brand awareness

of marketers believe

influencer marketing

generates sales leads

93 75

Make the most of your

investment with a

multi-platform approach

Build a holistic

storytelling strategy with

your consumer in mind

Drive discoverability via

organic optimization

and paid media

How can brands keep up

10

INFLUENCERS AS CREATIVES2

Influencer Popularity Is On The Rise

12

Influencer Engagement Supports Business Objectives

13

Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015

Marketers are making

$650 for each $1 spent on

influencer marketing

5xROI

of marketers believe

influencer marketing is

effective in raising

brand awareness

of marketers believe

influencer marketing

generates sales leads

93 75

INFLUENCERS AS CREATIVES2

Influencer Popularity Is On The Rise

12

Influencer Engagement Supports Business Objectives

13

Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015

Marketers are making

$650 for each $1 spent on

influencer marketing

5xROI

of marketers believe

influencer marketing is

effective in raising

brand awareness

of marketers believe

influencer marketing

generates sales leads

93 75

Influencer Popularity Is On The Rise

12

Influencer Engagement Supports Business Objectives

13

Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015

Marketers are making

$650 for each $1 spent on

influencer marketing

5xROI

of marketers believe

influencer marketing is

effective in raising

brand awareness

of marketers believe

influencer marketing

generates sales leads

93 75

Influencer Engagement Supports Business Objectives

13

Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015

Marketers are making

$650 for each $1 spent on

influencer marketing

5xROI

of marketers believe

influencer marketing is

effective in raising

brand awareness

of marketers believe

influencer marketing

generates sales leads

93 75

The Influencer Should Be an Extensionof Your Creative Team

Petco Comedy Series

with YouTube Star Toby Turner

bull 22 million views

bull 98 positive sentiment

bull +65 subscriber growth

bull 300 increase in views of

catalog content

14

Edelman client

How can brands keep up

15

Choose influencers

who will resonate

with your

consumers through

strategic data

analysis

Put storytelling at

the heart of it

Grant the

influencer creative

license

Get a good deal by

partnering with

experts

THE BUY NOW REVOLUTION 3

Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality

17

Projected 2015 income

from social commerce$30BN

Statista Worldwide social commerce revenue from 2011 to 2015 2015

THE BUY NOW REVOLUTION 3

Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality

17

Projected 2015 income

from social commerce$30BN

Statista Worldwide social commerce revenue from 2011 to 2015 2015

Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality

17

Projected 2015 income

from social commerce$30BN

Statista Worldwide social commerce revenue from 2011 to 2015 2015

Consumers Want Exclusive and Limited-TimeShopping Incentives

18

Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)

33

35

37

52

52

55

55

56

63

Free Shipping Offer

Exclusive Discount (Only Members Of Social Network)

Daily Deals

Seeing A Unique Product

RewardsLoyalty Points

Seeing A Product I Had Recently Viewed When Shopping Online

A Product Has Received Numerous ldquoLikesrdquo

Ability To Vote On Which Promotion Company Offers To Social Network

A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study

Oct 14 2015 Via eMarketer Inc

How can brands keep up

19

Understand your

consumersrsquo shopping

behaviors

DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA

Build a seamless

omnichannel experience

online and offline

Create contextual

ldquobuy nowrdquo opportunities

that improve the

shopping experience

not detract from it

SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE

4

Consumers Want Brands to Listen

21

Of consumers think itrsquos

important for brands to

listen and respond

thoughtfully

78 17Feel that brands are

truly listening

BUT

ONLY

Edelman Brandshare 2015

SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE

4

Consumers Want Brands to Listen

21

Of consumers think itrsquos

important for brands to

listen and respond

thoughtfully

78 17Feel that brands are

truly listening

BUT

ONLY

Edelman Brandshare 2015

Consumers Want Brands to Listen

21

Of consumers think itrsquos

important for brands to

listen and respond

thoughtfully

78 17Feel that brands are

truly listening

BUT

ONLY

Edelman Brandshare 2015

Social Listening Should Guide Your Business

22

Customer

Service

Product

Development

Product

Improvement

Cause amp

Social Purpose

TECHNOLOGY Visual Listening uses

computer vision to recognize

brand presence in photos

Facebook Customer Service

tools award a ldquoVery

Responsive to Messagesrdquo

badge to brands who maintain

a 90 response rate within

5 minutes

Social Listening tools provide

insight into conversations

perception competition

influencer identification

and more

OUTPUT Broader Contextual

Insights

Better Consumer

Experience

Stronger Business

Intelligence

TOOLS

Technology Enables Better Business Practices

23

How can brands keep up

24

Operationalize social

listening with the right

technology

DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA

Be open to consumer

insights that may disrupt

your business for the

better

Pair social listening with

traditional market

research

CROSS-DEVICE CONSUMER JOURNEYMAPPING

5

Cross-Device Consumer Behavior Has Beenthe Norm for Several Years

26

of users start an

activity on one device

and finish on another

90

Google The New Multiscreen World August 2012

TECHNOLOGY Visual Listening uses

computer vision to recognize

brand presence in photos

Facebook Customer Service

tools award a ldquoVery

Responsive to Messagesrdquo

badge to brands who maintain

a 90 response rate within

5 minutes

Social Listening tools provide

insight into conversations

perception competition

influencer identification

and more

OUTPUT Broader Contextual

Insights

Better Consumer

Experience

Stronger Business

Intelligence

TOOLS

Technology Enables Better Business Practices

23

How can brands keep up

24

Operationalize social

listening with the right

technology

DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA

Be open to consumer

insights that may disrupt

your business for the

better

Pair social listening with

traditional market

research

CROSS-DEVICE CONSUMER JOURNEYMAPPING

5

Cross-Device Consumer Behavior Has Beenthe Norm for Several Years

26

of users start an

activity on one device

and finish on another

90

Google The New Multiscreen World August 2012

How can brands keep up

24

Operationalize social

listening with the right

technology

DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA

Be open to consumer

insights that may disrupt

your business for the

better

Pair social listening with

traditional market

research

CROSS-DEVICE CONSUMER JOURNEYMAPPING

5

Cross-Device Consumer Behavior Has Beenthe Norm for Several Years

26

of users start an

activity on one device

and finish on another

90

Google The New Multiscreen World August 2012

CROSS-DEVICE CONSUMER JOURNEYMAPPING

5

Cross-Device Consumer Behavior Has Beenthe Norm for Several Years

26

of users start an

activity on one device

and finish on another

90

Google The New Multiscreen World August 2012

Cross-Device Consumer Behavior Has Beenthe Norm for Several Years

26

of users start an

activity on one device

and finish on another

90

Google The New Multiscreen World August 2012

Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before

27

SAMPLE QUESTIONS TO UNDERSTAND

THE CONSUMER JOURNEY

How does a consumer find out about my product

Do they conduct research on their phones tablets

or desktop

What ads do they see

What motivates them to make that final

purchase

Do they purchase on a desktop or in-store

TOOLS

How can brands keep up

28

Keep an eye on emerging

tracking technologies as

this trend becomes more

sophisticated

DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA

Be authentic and

transparent to address

consumer privacy

concerns

Test and learn with

targeted messaging as

you start to build an

attribution model

29

VR and AR

Changing the Future of

Storytelling

eSports

Amassing Huge Captive

Consumer Audiences

Beacons

Adding Value in Context

while Yielding Behavioral

Insights

WATCH THIS SPACE

Read our full digital trends forecast at edelmancom

How can brands keep up

28

Keep an eye on emerging

tracking technologies as

this trend becomes more

sophisticated

DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA

Be authentic and

transparent to address

consumer privacy

concerns

Test and learn with

targeted messaging as

you start to build an

attribution model

29

VR and AR

Changing the Future of

Storytelling

eSports

Amassing Huge Captive

Consumer Audiences

Beacons

Adding Value in Context

while Yielding Behavioral

Insights

WATCH THIS SPACE

Read our full digital trends forecast at edelmancom

29

VR and AR

Changing the Future of

Storytelling

eSports

Amassing Huge Captive

Consumer Audiences

Beacons

Adding Value in Context

while Yielding Behavioral

Insights

WATCH THIS SPACE

Read our full digital trends forecast at edelmancom

Read our full digital trends forecast at edelmancom