7 digital trends for

2016

2015 was a great yearfor digital marketing.

It will be remembered for the widespread adoption of two things.

Smartphones and social networks.

Let’s look ahead to 2016.What’s coming and what we should prepare for.

VIRTUAL REALITY

BEACONS

DATA ANALYSIS

5

MOBILE SEO

SOCIALINFLUENCERS

MESSAGING

ARTIFICIALINTELLIGENCE

VIRTUAL REALITY

1 VIRTUAL REALITY

One of the biggest trends last year has been the emergence of

short form video formats that are made specifically for the web.

1 VIRTUAL REALITY

This year is going to see an explosion in

360 o video

360 degree video is a type of video that is shot with either spherical cameras or multiple cameras arranged in a manner as to capture not just what is

happening in front of the scene but everything around the camera. You can then play them in dedicated devices like Oculus Rift or in

channels that already support this format, like Youtube or Facebook.

1 VIRTUAL REALITY

MythBusters: Shark Shipwreck (360 Video)

https://youtu.be/aQd41nbQM-U

Discovery: The Lion Whisperer

https://www.facebook.com/Discovery/videos/10153922360953586/

BEACONS

2 BEACONS

Beacons are the next step in the merging of

mobile app worldand

physical retail world.

Beacons are small devices that can be placed around in stores, and when a smartphone comes near them, they are used to detect a user and

send messages to that user’s phone (via a dedicated app).

2 BEACONS

These messages can be targeted to

a specific userwith a message like discounts and promotions

or suggestions of what to buy.

Also, they can be generic like “welcome to our store”.

%

2 BEACONS

Beacons can also be used

to guide a userin big malls to the place where

the item they’re looking for is located(they call it indoor mapping). 

Estimote Bluetooth Smart Beacon

https://youtu.be/sUIqfjpInxY

2 BEACONS

Beacons: Digitally Connecting the In-Store Experience

https://youtu.be/AvGiXF6xmiE

DATA ANALYSIS

3 DATA ANALYSIS

Digital brought the possibility to

track every action and every click,and we were able to know more than ever before

about the audience of our ads.

3 DATA ANALYSIS

In 2015 and with Content Marketing, we created yet again

new KPIs and more data points,usually collected through disparate sources

and hard to compile reports.

3 DATA ANALYSIS

In 2016 expect growth in

data driven campaignsand media agencies hiring data analysts.

5

MOBILE SEO

4 MOBILE SEO

As most web traffic switches over to mobile (smartphones, tablets, etc),

the majority of web searches will be split

between apps and the mobile web.

4 MOBILE SEO

When people do a Google search on a mobile devicethe results are tailored not only for that

specific person, but also for

the environment around them (time of day, geo location, device type, etc).

4 MOBILE SEO

We need to better understand how people

look for informationon these devices and help our clients

stand out in the search results.

We need to better understand how people

look for informationon these devices and help our clients

stand out in the search results.

SOCIAL INFLUENCERS

5 SOCIAL INFLUENCERS

Basically everyonein the Baltics (and their dogs) is on Facebook

and most people under 35 use Instagram(together with their dogs)

5 SOCIAL INFLUENCERS

We are finally moving beyondamassing “likes” and “fans” and

engaging with our audienceby giving them useful and meaningful content.

5 SOCIAL INFLUENCERS

Brands have two options on Social Media:either set up their own presence and paythe channels to reach their audience, or

use Social Media influencers

Social Media influencers are users who have already gatheredenough followers as to have their own audience. They are usually addressing

a specific product category (fashion, food, adventure, etc) and havededicated followers. Their reach is often bigger than

if brands would post under their own accounts.

MESSAGING

6 MESSAGING

Whatsapp, Facebook Messenger, Viber,Telegram, Snapchat, Google Hangouts, etc.

People are starting to spend

more time on these platformsthan on traditional social networks.

6 MESSAGING

These days, you can even

build apps into these messaging platforms.

You can run tasks, order things, schedule,and much more, all inside a messaging app.

6 MESSAGING

Imagine that all I haveto do to order my groceries home is open Facebook Messenger and send a message to Selver to re-order my usual shopping basket.

Hey Selver!I need some food!

6 MESSAGING

I would then get a confirmation message within the same app and an option to pay by transferring money all within the app.

Your regular

shopping basket?

CONFIRM & PAY

6 MESSAGING

I would also get a notification once the driver was about to arrive. Your goods

are here!

ARTIFICIAL INTELLIGENCE

7 ARTIFICIAL INTELLIGENCE

In the long run, digital ad formats will

adjust themselvesto the audience in front of them.Ads will almost write themselves

(scary thought for creatives).

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7 ARTIFICIAL INTELLIGENCE

This is

beyond re-targeting:we are talking about ads that design

themselves and “learn” from howthe users interact with them.

7 ARTIFICIAL INTELLIGENCE

Advertising & Artificial Intelligence

https://youtu.be/ozZkx-2RRfA

So, 2016 promises to be an exciting yearfor digital innovation.

Get in touch with usif you want to be part of this journey!

Joao ReiHEAD OF DIGITAL INNOVATIONM: +372 56 220 694E: joao.rei@idea.eeT: @jcreiW: www.ideagroup.ee