Find out what the hottest topics for Digital Marketing are in the year ahead and beyond. Anything from 360 video, to social influencers and the role of big data.

1. 7 digital trends for
2016

2. 2015 was a great year
for digital marketing.
It will be remembered for the widespread
adoption of two things.
Smartphones and social networks.

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

4. VIRTUAL REALITY
BEACONS
DATA ANALYSIS
5
MOBILE SEO
SOCIAL
INFLUENCERS
MESSAGING
ARTIFICIAL
INTELLIGENCE

5. VIRTUAL REALITY

6. 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.

7. 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.

8. 1 VIRTUAL REALITY
MythBusters: Shark Shipwreck
(360 Video)
https://youtu.be/aQd41nbQM-U
Discovery: The Lion Whisperer
https://www.facebook.com/Discovery/videos/10153922360953586/

9. BEACONS

10. 2 BEACONS
Beacons are the next step in the merging of
mobile app world
and
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).

11. 2 BEACONS
These messages can be targeted to
a specific user
with a message like discounts and promotions
or suggestions of what to buy.
Also, they can be generic
like “welcome to our store”.
%

12. 2 BEACONS
Beacons can also be used
to guide a user
in big malls to the place where
the item they’re looking for is located
(they call it indoor mapping).

13. Estimote Bluetooth
Smart Beacon
https://youtu.be/sUIqfjpInxY
2 BEACONS
Beacons: Digitally Connecting
the In-Store Experience
https://youtu.be/AvGiXF6xmiE

14. DATA ANALYSIS

15. 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.

16. 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.

17. 3 DATA ANALYSIS
In 2016 expect growth in
data driven campaigns
and media agencies hiring data analysts.

18. 5
MOBILE SEO

19. 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.

20. 4 MOBILE SEO
When people do a Google search on a mobile device
the results are tailored not only for that
specific person, but also for
the environment around them
(time of day, geo location, device type, etc).

21. 4 MOBILE SEO
We need to better understand how people
look for information
on these devices and help our clients
stand out in the search results.
We need to better understand how people
look for information
on these devices and help our clients
stand out in the search results.

22. SOCIAL INFLUENCERS

23. 5 SOCIAL INFLUENCERS
Basically everyone
in the Baltics (and their dogs) is on Facebook
and most people under 35 use Instagram
(together with their dogs)

24. 5 SOCIAL INFLUENCERS
We are finally moving beyond
amassing “likes” and “fans” and
engaging with our audience
by giving them useful and meaningful content.

25. 5 SOCIAL INFLUENCERS
Brands have two options on Social Media:
either set up their own presence and pay
the channels to reach their audience, or
use Social Media influencers
Social Media influencers are users who have already gathered
enough followers as to have their own audience. They are usually addressing
a specific product category (fashion, food, adventure, etc) and have
dedicated followers. Their reach is often bigger than
if brands would post under their own accounts.

26. MESSAGING

27. 6 MESSAGING
Whatsapp, Facebook Messenger, Viber,
Telegram, Snapchat, Google Hangouts, etc.
People are starting to spend
more time on these platforms
than on traditional social networks.

28. 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.

29. 6 MESSAGING
Imagine that all I have
to 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!

30. 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

31. 6 MESSAGING
I would also get a
notification once
the driver was
about to arrive. Your goods
are here!

32. ARTIFICIAL INTELLIGENCE

33. 7 ARTIFICIAL INTELLIGENCE
In the long run, digital ad formats will
adjust themselves
to the audience in front of them.
Ads will almost write themselves
(scary thought for creatives).
%
%

34. 7 ARTIFICIAL INTELLIGENCE
This is
beyond re-targeting:
we are talking about ads that design
themselves and “learn” from how
the users interact with them.

35. 7 ARTIFICIAL INTELLIGENCE
Advertising &
Artificial Intelligence
https://youtu.be/ozZkx-2RRfA

36. So, 2016 promises to be an exciting year
for digital innovation.
Get in touch with us
if you want to be part of this journey!

37. Joao Rei
HEAD OF DIGITAL INNOVATION
M: +372 56 220 694
E: joao.rei@idea.ee
T: @jcrei
W: www.ideagroup.ee