trends 2016 and digital implications

1©2016 RED DOOR INTERACTIVE, INC.

RED DOOR INTERACTIVE

TOP TRENDS & DIGITAL IMPLICATIONS 2016JANUARY 2016

U.S. CULTURE – TOP TRENDS 2016

Movements in U.S. culture impacting brands in the year ahead.

©2016 RED DOOR INTERACTIVE, INC. 2


TOP 2016 TRENDS

Source: CEB Iconoculture

I in Identity: Consumers are pushing the concept of identity beyond external characteristics and toward internalized traits.

Head Rules Heart: Consumers are applying a more ordered, “Mind First” model to their emotional lives.

Talking in Pictures: A common visual vocabulary of emojis and GIFs helps consumers convey more than words can say.

Trolling for Purpose: Consumers are co-opting social media to raise awareness of issues that matter to them.

DIGITAL IMPLICATIONS



DIGITAL IMPLICATIONS

It’s Not a News Story!?South Park Studioshttps://www.youtube.com/watch?v=IVfslRsNXUc

https://www.youtube.com/watch?v=IVfslRsNXUc


PERSONALIZATION & TARGETING

Understand consumer intent to meet their needs in an exact moment and deliver valuable content.

Create deep customer relationships by guiding users through the purchase cycle, serving content that evolves from Awareness > Consideration > Conversion.

Rise above the noise, connect with users through messaging and creative that personally resonates with users.

Targeting Beyond Demographics

Dynamic, Consumer-Centric Retargeting

Talk to consumers on a one-to-one basis - show that you know what your prospects care about, want, and need

Audience-Specific Creative


CONTENT STRATEGY

Use influencer’s existing fan base to extend the reach of a branded message in an interactive, authentic way.

Continuous Content Testing

Twitter Influencer Whitelisting

Brands need to guide consumers through the pathway to conversion by serving valuable, relevant content

Enhance content and ad engagement through ongoing A/B tests to identify top content and creative principles.

Informational ContentDeepen customer relationships and avoid ad blockers by using existing social and website content to address consumer questions/concerns as they progress through the purchase cycle.


REAL-TIME STORYTELLING

Two-way communication can let viewers dictate where the story goes.

Allows consumers to edit their story with text, emoji's and drawings to make it their own.

Two-way communication and ability to store and edit videos allows for customized real-time stories.

Periscope Snapchat Facebook Live

Consumers want to be able to share their story in an ownable and customizable way.


For real this time, guys!

MOBILE FOCUS

• More Google searches take place on mobile devices than on computers in 10 countries (including U.S. and Japan)

• 2/3 of population has a mobile phone

• Mobile was the fastest-growing digital channel in 2015 Mobile ad spend expected to surpass desktop spend

by 2018

• Consumers consume content, engage, and take actions on devices differently

Engage on mobile Research on mobile and tablet Convert on desktop

• Today’s users value user experience over brand loyalty, price


Give consumers the ability to take any action on any device. MOBILE FOCUS


TWO-WAY COMMUNICATION

Customers expect immediacy in responses from brands – regardless of time.

Instant, two-way communication is emerging through multiple new apps.

Customer Service Messaging Apps

Customer expectations are to connect with brands and share with one another – immediately.


INTERACTIVE TOOLS

Increasing popularity of things like 360° video (ads) and virtual reality apps allow consumers to engage with new experiences.

Leading consumers to bridge the gap between devices is becoming more popular (i.e. smartphone to desktop)

Tangible benefits and outcomes entice users to interact more often.

Immersive Marketing Gamification Quizzes

Customers are now looking for interactive experiences to get their information – and entertainment.

NESCAFÉ #GoodMorningWorld 360°

Lightsaber Escape: an experience built for Chrome

https://www.facebook.com/Nescafe/videos/10156233581755472/

https://www.youtube.com/watch?v=LPd0w3pVQVI


QUESTIONS?

Tweet to: @RedDoor


THANK YOU.