Trends in Digital Advertising

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Trends in Digital Marketing: Better Storytelling Through Technology

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Presenters

Marlea ClarkEVP, Marketing and Insights

Rich ZeldesEVP, Managing Director Global Business Development

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Trends in Digital Marketing

Across continents and cultures, humans have always been captivated by storytelling…

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From our ancestors who passed along legends by

the hearth to today’s streaming video, the medium may have

changed, but our ability to connect through stories

has not

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Today, we look at the latest trends in digital marketing that enable brands to better tell their unique story with a cohesive message across platforms

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VideoVisual storytelling - by 2018, video will represent 79% of all

global internet traffic

Sources: Cisco, eMarketer, Google, Syndcast, Animoto

Mobile video traffic accounted for 55% of total mobile data traffic in 2015

1 in 4 shoppers say they have used YouTube to search for a video related to a product they are considering buying in store

52% of marketing professionals worldwide say video content offers the best ROI

80% of Millennials consider video content when researching products

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Rich Media

Rich media offers advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content

Rich media banner ads are 267% percent more effective in gaining click-throughs than traditional static banners and eight times more engaging than standard banners

Source: eMarketer

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Programmatic/DataProgrammatic media buying uses technology and audience insights to

automatically buy and run an ad campaign in real time, reaching the right user with the right message at the right time

Agencies now have access to a greater number of data signals—contextual data, audience and demographic data, and more

Programmatic ad buying offers value, efficiency, and better monitoring of campaign success

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Social MediaSocial media allows consumers to become part of the brand story. It’s key to tell

the right story on the right platform to excite and engage fans and followers

EstablishmentFacebookTwitterYouTubePinterestLinkedIn

Hot NewcomersInstagramSnapchat

The Next WaveWhat’s App – in-app messaging or chat bots

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SEO Driven By Content and Social

Social signals have a direct correlation to search engine ranking; the more people you have sharing your content and the more influential they are, the more likely your site is to receive high value equity passing links

Develop content that drives the brand story, builds awareness and brand loyalty and is rooted in SEO

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Trends in Digital Advertising

AppsInsert your brand into the apps consumers use to organize and track the things that are important to them! In-app advertising allows brands to deliver targeted,

intimate messages to consumers and tell their story when, and where, it’s relevant to their lives

54% of mobile time is spent in apps

Contextually targeted in-app advertising will surge over the next four years to reach $44 billion by 2020

Source: eMarketer

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Location Based MarketingMobile is enabling retailers to target with greater precision, and that is helping to personalize

the shopping experience. GeoFencing and GeoTargeting allows brands to reach consumers at their peak moment of interest or need within a specific geographic location

29% of consumers are more likely to visit a retail store as a result of a location-based promotion and 27% were more likely to visit a store based on a text notification

Source: eMarketer: The US Retail Industry 2016: Digital Ad Spending Forecast and Trends

Brands are seeing as much as a 20% increase in conversion when adding location targeting to their ad data

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Branded Content/Native Advertising

Native advertising offers an opportunity for brands to reach their intended audience in a way that feels relevant to their interests and lifestyle

Marketers are partnering with digital publishers to create custom programming that allows brands to insert their products and messages into the publisher’s editorial content in a way that organically aligns with the publisher’s tone and point of view

Become part of the story by partnering with trusted information sources

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InfluencersInfluencer marketing allows brand ambassadors to tell your story to their

passionate and engaged audience

84% of brands polled said they launched at least one influencer marketing campaign last year and 81% of those brands saw increased website traffic and sales

Source: eMarketer , Fashion and Beauty Monitor report/Econsultancy

22% of marketers agree it’s the fastest-growing online customer-acquisition method

51% believe they acquire better quality customers through influencer marketing

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Virtual RealityThe ability to virtually shop at retail or offer

unique, multi-sensory experiences such as a virtual front-row seat at a fashion show

What’s Next?Consumers become the story through AR and VR experiences

Augmented RealityApps that allow consumers to virtually “try on” cosmetics, clothing or “decorate” your home

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About Women’s Marketing

The leading media strategy, planning, and buying agency for high-growth, ambitious brands

EXPERTISEUnderstanding how women consume, engage, and take action with media…and with the world around them

SERVICEA personal approach to providing best-in-class media planning, search, social, and strategic advice, supported by rich post-campaign analytics

BUYING POWERSignificant purchasing scale, leverage and placement capabilities through our wide network of media partners

ACCESSConnecting brands with top growth, service, and platform partners across the marketing and media spectrum

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Thank you for joining our webinar!

Want to learn more?

Have questions or want to learn more about reaching health and wellness lifestyle consumers?

Contact Marlea Clark [email protected] or

Rich Zeldes at [email protected]

womensmarketing.comNew York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880

mailto:[email protected]

mailto:[email protected]

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Thank You