Digital predictions 2015

HYPER-TARGETING2

Nearly all apps want to use location services and some don’t even run without them.

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As data gets bigger and better every year, 2015 will be the year we witness hyper-local and geo-contextual takeoff.

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Mobile device unique IDs allows location and behavioral information to be tracked so that ads can be frequently retargeted.

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HOW MIGHT THIS WORK?

Hyper-local Restaurants will be able to target customers within a 1-mile radius with deals specifically between the hours of 5pm and 8pm.

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Retailers can target anyone within the same shopping mall with a 1-day deal type promotion. There are endless hyper-local possibilities for FMCG firms.

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Geo-Contextual Once location information is collected, personal characteristics can be interpreted from the physical location of the user. •  Where they work/study/hang out. •  Ethnicity, age, gender, income.

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Advertisers will start to gain information about people based on where they spend their day and use these details to very specifically target certain groups.

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TINDERIZATION & UBERFICATION

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Two of the most successful breakout apps of last year were Tinder and Uber.


This year we expect the functionality of Tinder and Uber to be copied, replicated and applied to nearly everything else in our lives.


The Tinder format will be applied to restaurants, job searches, real estate and pets. Another dozen semi-successful dating apps will pop up attempting to replicate the success of Tinder itself.

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Grabble is to fashion what tinder is to dating.

The same format will be applied to a number of services and trades – allowing people to earn commission through a third party app. There’ll be an Uber for electricians and plumbers.


The market for taxis will be saturated by an influx of apps trying to replicate the success of Uber and Lyft.

DIGITAL PAYMENTS

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Digital payments will start to take off as the use of cash will continue to decline.


Apple Pay will start to make its way around the world, while services like Venmo, Snapcash and mobile banking are already increasing in popularity.



WHAT DOES THIS MEAN?

Even more data will end up in the hands of companies and their marketers – what we’re buying, when we’re buying and how we’re buying.


AUGMENTED REALITY

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Facebook spent $2 million to acquire Oculus. Google purchased Magic Leap. Samsung and Sony both launched Virtual Reality headsets.


With all the big name companies splashing out, it looks like 2015 will be the year augmented reality enters the mainstream.


2015 could be the year of virtual mirrors in clothing stores or in the windows of stores to bring foot traffic inside.



We could take an augmented reality tour of potential holiday destinations before booking our trips overseas.

WEARABLE TECHNOLOGY

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We’ve left the era of clunky Bluetooth connected wristwatches and we’ve entered the era of smart bras, intelligent jackets and of course Google Glass.


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Wearable technology will undoubtedly enter many workplaces and industries. In particular, medical and fitness workers could reap the benefits of these advancements.



BUT IS WEARABLE TECHNOLOGY GOING TO BREAK INTO THE MAINSTREAM?

Not in 2015 at least. At the present time, the gadgets are too fiddly, too expensive and too ugly to make an impression on anyone but tech developers.


It will likely be another year at least before we see the first marketing applications enter the wearable technology industry.


DRONES32


There will be a huge increase of the use of drones in 2015.

Deep Focus has been huddling with a major packaged-

goods brand about hovering a drone above a supermarket

parking lot. If the plan comes to be, the client’s new snack

product will be dropped from a drone into shopping carts as

shoppers walk from the store to their cars, with tweeted

photos and videos to follow.


Consumers could begin ordering products online and having them dropped directly to their location. Amazon is already working on a service like this.



WHAT OTHER WAYS CAN DRONES BE USED?

New York real estate agents have begun using drones to market pricey beachfront properties.


Unmanned Aeriel Vehicle (UAV) are positioned so that agents can provide the first persons view (FPV) as if the potential buyers is sitting, standing looking out at the view you have designed.


New Zealand companies already provide this service.


DIGITAL BILLBOARDS

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DIGITAL BILLBOARDS HAVE HIGH IMPACT AND

EXPOSURE IN A WIDE RANGE OF MARKETS.

Digital billboards provide an opportunity for brands to engage with people in a public space. This type of interaction will grow in 2015.



British airways have utilized digital billboards by using surveillance technology to interact with planes at real time.

The National Centre for Domestic Violence created a campaign called 'Drag Him Away' that urges texters to text in to stop the berating of a woman in their interactive video.



After this is done, the man is dragged away, across multiple boards and a message that reads, "An injunction will put distance between a victim and their abuser."

Multiple executions are possible, time sensitive messages, conditional content based on changing sports scores, weather conditions, social media updates – the possibilities to wow audiences are endless.



Mobile interaction with digital billboards will kick off in 2015.

DEATH OF SMS?48

Traditional SMS text message is quickly becoming obsolete, particularly in light of the explosion of popular, easy-to-use messaging apps.


WhatsApp, Viber, Kik, Line and other apps all offer

free text messaging, as well as voice, video and file-

sharing to other users, bypassing your carrier's SMS

and call charges entirely.


HOW ARE THESE APPS BE USED IN MARKETING?


Official accounts give brands, celebrities and merchants the ability to connect and engage directly with users. The official account uses the same, familiar features within the app so they can connect as ‘friends’ with users, exchange messages and share content.


SMS is not dead yet, however the volume of txts being sent are declining.



ENGAGINGPEOPLE WITH BRANDS.


Connect people with brands with the most engaging and rewarding experiences possible, creating long term, sustainable relationships that deliver beneficial outcomes for our customers.

OUR MISSION.

Colin ProebstelCLIENT SERVICE DIRECTOR AND PARTNER M 64 21 874 330 [email protected]

John MaddenCREATIVE DIRECTOR AND PARTNER M 64 21 874 333 [email protected]

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Marketing

Digital predictions 2015