2017 Digital Trends - Flightpath

7 DIGITAL TRENDS FOR 2017

Take a look at what’s to come to fuel your brand’s strategic growth.

Meet the Presenter

Jon FoxPresident @ Flightpath

Flightpath is a creative digital agency headquartered in NYC that specializes in web and mobile app design and development, social media marketing, search engine

optimization, and email marketing.

#Trendingin2017 | @flightpathny

Jason MyersContent Marketing Expert @ Flightpath

Consumer preference and behavior continues to evolve as mobile usage

expands

4

Bigger and faster smartphones are

resulting in increased mobile

§ Search§ Content consumption§ Purchase


5#Trendingin2017 | @flightpathny

From Phases to Micro-momentsThe consumer decision journey has been fractured into hundreds of tiny decision-

making moments at every stage of the funnel.

#Trendingin2017 | @flightpathny Source: Think with Google

How To Win§ Maximize opportunities to engage in all

category-relevant micro-moments § Consider the user’s intent and the user’s

context § Be useful by connecting people to what they’re

looking for in real time, and providing relevant information when they need it

§ Make it seamless and easy to complete the sale

Micro-momentsBrands must adapt to the

fragmented consumer journey and engage them through micro-moments across multiple channels


DIGITAL TRENDSFOR 2017

HIGH EXPECTATIONSTrend

Delivering on Customer Experience

§ A stronger customer experience is key to acquiring loyalty and retention

§ The value of loyalty and retention has higher long-term returns than the short-term value of new conversions


Focus on User Experience Design

11

User experience design is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.


2017 Core UX Principles

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§ Clarity§ Utility§ Visual appeal§ Strong visual hierarchy§ Storytelling§ Conserving attention§ Speed


2 UX Design Trends

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§ Hero images create a ‘wow’ impact on the user and have replaced the once-popular carousels (which used to be subconsciously ignored by users because they look like ads)

§ Motion reinforcing the actions a user is performing


What Can You Do?

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§ User Testing§ Surveys§ Analytics


AUTHENTICALLY MOBILE EXPERIENCES

Trend

‘Authentically Mobile Experiences’ Defined

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Services and experiences that could not have existed without a mobile device like Uber, Snapchat or Pokémon GO.

Why Now?

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§ Most businesses have mobile experiences under their belt and know that porting desktop to mobile isn’t quite the ideal.

§ Authentically mobile experiences represent more opportunities to be present for your consumers throughout their path to purchase.


In The Wild

18

Mobile Messaging§ 2017 will be a tipping point for mobile messaging

with more than half of mobile users using messaging apps

§ Continue to see blend of messaging and social networks

§ These will evolve as environments for brands to interact with consumers

ChatbotsHealthcare is an area with a lot of hype around chatbots, with different services offering a “doctor in your pocket”Mobile PaymentsMobile payments/wallets are destined to take off


MCommerce

19

Mobile Commerce will account for a third of US retail ecommerce sales by 2020. Different forces are driving the rise in conversions on mobile: § Larger phones make it easier to fill purchase

forms§ Proliferation of mobile responsive websites§ Native Mobile search (app search, visual

search, voice search)74.2%

46.8% 15.7%

Smartphone Mcommerce

EcommerceMcommerce


VOICE OF THE CONSUMER

Trend

2016: Growth of Call Volume

21

The volume of inbound calls to businesses from mobile devices is growing at double-digit rates

31% YOY Growth2015 to 2016

#Trendingin2017 | @flightpathny Source: eMarketer

2017: Consumers will Continue to be Heard

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The number of calls to businesses by consumers will rise in 2017, and will influence roughly 1/3 of in-store sales§ Call volume from search will rise more

than 15%, and volume from social will be nearly double

§ $1 trillion of in-store retail spending will be influenced from mobile users in the US



Other Voices of 2017

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Beyond actual calls to businesses, voice is a growing trend in other areas:§ Assistant devices: 1.8 million voice-

activated assistant devices are projected to be sold in the US this year (mostly Amazon Echo)

§ Search: 1 in 5 search queries is initiated by voice through Google’s mobile app


Implications & Opportunities

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§ All marketers need to be prepared for heavier volume of inbound calls

§ Opportunities for advanced call analytics

§ Be present in voice search results


VIDEO EVERYWHERETrend

Video

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On websites, social platforms, and online ads, video is dominating as the format of choice. § Adults are spending an average of

1 hour and 15 minutes consuming video each day

§ Video is also impacting other brand marketing channels such as websites and email

Views Per Day

YouTube

Estimated 10-20 Billion

Snapchat

10 Billion

Facebook

8 Billion

Twitter

4 Billion#Trendingin2017 | @flightpathny

Driving Website Conversions

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§ Video can quickly introduce companies or products

§ 88% of visitors will stay longer on a site that showcases the right video

§ Video can increase conversions up to 80%

#Trendingin2017 | @flightpathny Source: Hyperfine Media

29

Video in Email§ Video content in email has

proven very effective, leading to a 50% increase of CTR, and a 35% increase of customer loyalty

§ Just seeing the word ‘video’ in email subject lines, leads to an increased open rate of 19%


Source: Hyperfine Media

New Video Formats

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Video will continue to grow, as new formats and opportunities surface§ Livestreaming§ 360-video§ Infotainment


Live Video

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§ People spend 3x more time watching Facebook Live videos compared to ‘normal’ videos

§ Brands and consumers have been usingFacebook Live to interact with their followers

§ Periscope allows users to embed live broadcasts directly into tweets

§ Snapchat has also focused on live streaming, curating the best videos into relevant stories


The Era of "Infotainment"

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Today’s infotainment is a response to consumer demands for better content over ads§ Consumers need to digest information but

be entertained at the same time§ Finding a balance of entertainment and

information engages users, grows awareness and develops trust

§ Content in video ads is taking different formats: mini-series, tutorials, :30 ad spots, social ads


ADVERTISING EVOLUTIONTrend

Digital Ads Won 2016

Digital advertising is not only pulling dollars from traditional media, but it’s also creating new advertising opportunities at the local and national level.Digital has grown faster than expected, especially due to Facebook and Google. Other factors include: § Precision targeting at scale§ Shift to mobile§ Growth of programmatic§ Growth of digital video


Mobile Ad Spending

35

Mobile ad spending will grow 45.0% to reach $45.95 billion in 2017§ As it grows, it will represent an

increasing share of overall ad spending.§ By 2019, mobile will represent more

than a third of total media ad spend in the US.

§ Google will capture 32.0% of the mobile ad market — its closest rival Facebook capturing 22.1% this year.


Ad Blocking

36

Trend: Ad blocking penetration rates in the US will slow in 2017 but still see double-digit growth. § 92% of internet users said they’d

consider using an ad blocker§ 62% of people said they are annoyed

by pre-roll adsThough the US is still behind other countries in terms of ad-blocking penetration, it is anticipated to grow. The impact is still unclear, but it has many brands and marketers worried.


A Fresh Perspective

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Ad blocking has forced more content-rich ad formats, which are better suited for the demanding consumer. Two examples are

§ Native advertising § Influencer marketing


Native Advertising

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Native ads are paid media that follow the form and function of the user experience in which they’re placed. § 25% more consumers were measured to look at in-

feed native ad placements over standard banners§ 97% of mobile media buyers report that native ads

are effective at achieving brand goals§ 18% higher lift in purchase intent than banner adsAssociated conversions like clicks and form fills are especially high in healthcare, pharma and B2B.


Influencer Marketing

39

Marketers are turning to influencers to help develop material that might come across as more authentic than typical advertising. This has implications for consumer and professional marketing.



MARKETING AUTOMATIONTrend

Marketing Automation Defined

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§ What: Marketing automation is a category of software

§ How: It streamlines, automates, and measures marketing tasks and workflows

§ Why: So companies can increase operational efficiency and grow revenue faster

Nurture relationships with leads that aren’t

ready to buy

Retain and extend customer relationships


Marketing Automation Enables…

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§ Lead generation§ Segmentation§ Lead nurturing and lead scoring§ Relationship marketing§ Cross-sell and up-sell§ Retention§ Marketing ROI measurement§ Alignment with sales


Marketing Automation Features

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§ Email Marketing§ Landing Pages§ Lead Management§ CRM Integration§ Social Marketing§ Marketing Analytics


More Than Just Technology

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While there are important differences between marketing automation platforms, success is often primarily determined by three things:§ Strategy and process§ Content and lead flow§ People


The Content Challenge

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Having enough content is often the most underestimated challenge for successful marketing automation. § Content is a must-have for consistent lead

generation and nurturing. § Ideally, this is based on a solid

understanding of your target personas, so that content and messages resonate with your audience.


DATA ATTRIBUTIONTrend

The Multi-Channel Path to Purchase

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§ Brands are interacting with consumers across multiple channels and devices

§ The case for multichannel marketing has never been clearer


Data Attribution

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§ Enhanced attribution analysis can enable us to truly understand our customers’ experience

§ In a strong modeling methodology, values are assigned to marketing touch points, helping you quantify your marketing returns


Areas of Opportunity

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§ Start by looking at your Assisted Conversions report in GA

§ Align on a data attribution model to inform your marketing mix and better understand the interplay between multiple channels and devices


Our 7 Digital Trends for 2017

Data Attribution

Marketing Automation

Advertising Evolution

Video Everywhere

Voice of the Consumer

Authentically Mobile

Experiences

High Expectations

Q&A


Jon FoxPresident @ Flightpath

Jason MyersContent Marketing Expert @ Flightpath

Date post:	12-Feb-2017
Category:	Marketing
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