HOW TO GET AHEAD OF WHAT IS HAPPENING
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Tarama is a futurist with love of data and passion for marketing results. In 2012, her company Adobe started actively mining its wealth of data, to discover trends and perspectives of interest to marketers, most of whom were (and still are) struggling to get ahead of what is happening in the digital marketplace. They wondered: Is there anything that would better prepare marketers for this very challenging and ever-changing new world? Tamara Gaffney will show some of her findings and explain how every company can do marketing that is useful and how marketers can do better.
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HOW TO GET AHEAD OF WHAT IS HAPPENING
- 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Future (according to the data) 1 Tamara Gaffney, Adobe Digital Insights
- 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Consumer preferences are fundamentally changing
- 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Online sales of Pokémon-related merchandise have increased 227% between July 6th-Aug 31st when compared to the same period last year Prices for Pokémon-related merchandise, increased by 4.4% in August They want to experience the physical and digital simultaneously 3
- 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. They want to spend less time on routine tasks 4 AUG 2015 FEB 2016 AUG 2016 0.6% 0.4% 0.2% 0.0% -0.2% -0.4% -0.6% -0.8% -1.0% ADOBE DPI MONTH-OVER-MONTH PRICE CHANGES, GROCERY (U.K.) SOURCE: ADOBEANALYTICS Major growth for online groceries, “buy online and pick up in-store” expanding Increased volume of organic fruits & vegetables, 2x the inflation of non-organic Online grocery shopping expanding rapidly
- 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. They want to get away from crowds and noise 5 Hotel prices increased 2.2% domestically and 1.2% internationally this summer despite room sharing bookings likeVRBO and FlipKey 0 10 20 30 40 50 60 SAND AND SEA MOUNTAINS AND NATURE HISTORICAL LOCATIONS BIG CITY/MUSEUMS LAKE AND BOATING 2015 2016 MOST APPEALING TYPE OF VACATION (U.S.) SOURCE: ADITRAVEL SURVEY 2016 48% 40% 17%22% 13% 16% 18% 15% 4% 7%
- 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. They want active entertainment 6 548% increase inVR and AR twitter mentions since Jan 2015. HTCVive increase in 2194% in last 9 months.
- 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Welcome to the Era of Experiences
- 9. Welcome to the Era of Experiences
- 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What does all this have to do with you? 10
- 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Every single industry will be disruptedEra of experiences requires a totally different business mindset
- 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers take the wheel 12 SOURCE:ADI US DIGITAL HEALTH SURVEY 2016
- 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers will turn to whatever content is most accessible… aka mobile! Digital excellence will be the cost of entry for all marketing
- 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most sites will see majority of traffic from mobile early next year. 14 70% 60% 10% 50% 40% 30% 20% 0% UK DESKTOP UK MOBILE EMEA DESKTOP EMEA MOBILE EMEA & UK: SHARE FOR TRAFFIC BY DEVICE SOURCE:ADOBEANALYTICS
- 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Health information will be flop over to majority mobile. 15 -30 -25 -20 -15 -10 -5 0 MOBILE VISITS RELATIVE TO DESKTOP VISITS (US, 2015) SOURCE: ADOBEANALYTICS HEALTH INFORMATION TRAVEL RETAIL INSURANC E BANKING HEALTH INSURANC E HEALTHCA RE PROVIDER AUTO -6% -14% -17% -22% -22% -24% -24% -28%
- 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The web has stopped growing 16 20% 0% -20% JAN 2013 JUN 2016 NORTH AMERICA EUROPE NAM INCREASED +0.1% SINCE JANUARY 2013 EUROPE DECREASED -0.3% SINCE JANUARY 2013 WEBSITE TOTAL VISIT GROWTH SOURCE:ADOBEANALYTICS
- 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Not all mobile apps are used in mobile situations Travel Media Tablet Smartphone Smartphone vs. Tablet App Usage By Connection Type (Source: Adobe Analytics Q2 2016) Wi-FiMobile Carrier Shopping Finance Auto AppAccessbyIndustry Device Type Connection
- 18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49% 45% 39% 38% 37% 34% 18% 1% Too slow Small screen Poor navigation Poor website design Advertisements Poor search function Difficult payment process Other Factors that contribute to a negative website experience when using a mobile device
- 19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Economic and systemic pressure from mobile devices create pressureOnline revenue will get harder to come by
- 20. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. UK Durable Goods demand falls sharply 20 -20 -10 0 10 20 30 40 50 May-16 Jun-16 Jul-16 Aug-16 UNITED STATES UNITED KINGDOM YEAR-OVER-YEAR GROWTH IN ONLINE SALES FOR COMPUTERS AND TELEVISIONS SOURCE:ADOBEANALYTICS
- 21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile revenue hard to come by 21 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Qtr2 Qtr3 Online Revenue Growth by Device (US, Shopping) SMARTPHONE DESKTOP
- 22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Figure it out now or risk being WAY behind for years to come. Building new traffic and awareness is going to get much more difficult
- 23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 PERCENT OF TRAFFIC FROM AD CHANNELS BY COUNTRY (Q2 2016) SOURCE:ADOBEANALYTICS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% DK DE NL US FR GB SE IT CA ES 73% 73% 72% 71% 68% 68% 66% 65% 64% 61%
- 24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social is where growing websites get new traffic 24 SHARE OF TRAFFIC DIFFERENCE BETWEEN GROWING AND SHRINKING FIRMS (EUROPE, Q2 2016) SOURCE:ADOBEANALYTICS 1x 0x GROWING WEBSITES SEE 1.7X MORE SHARE OFTRAFFIC FROM SOCIAL AND 1.2X FROM PAID SEARCH THAN SHRINKING WEBSITES. .8x .9x 1x 1.1x 1.1x 1.1x 1.2x 1.7x .9x AFFILIAT E REFFERA L PAID SEARCH OTHER DISPLAY EMAIL SOCIALNATURAL DIRECT
- 25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Users are pleased with the ads they see on FB compared to other channels 25 45% 40% 35% 25% 30% 20% 15% 10% 5% 0% Instagram Twitter Pinterest SnapChatFacebook 41% 6% 4% 3% 2% SOURCE: ADI DIGITALADVERTISING SURVEY 2016 TOP 5 SOCIAL MEDIA SITESTHAT DO BEST JOB OF SHOWING INTERESTINGAND RELEVANT INFORMATION
- 26. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertising as we know it will die
- 28. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers are annoyed with ad saturation 28 WILLINGNESS TO WATCH ADS THAT AUTOMATICALLY PLAY MUSIC OR OTHER SOUNDS SOURCE:ADI DIGITIALADVERTISING SURVEY 2016, EUROPE UK UNWILLING WILLINGGERMANYFRANCE 23% 34% 59% 66% 15% 60%
- 29. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. iOT will become mission critical especially as it relates to health and wellness
- 30. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
- 31. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Wearable engagement is seen as a positive 31 SOURCE:ADOBE SOCIAL SOCIAL MENTIONS OF APPLE WATCHVS FITBITTRENDED OVER TIME (GLOBAL) SOCIAL SENTIMENT SURROUNDING FITNESS TRACKING DEVICES 3/16 – 5/16 (GLOBAL) SOURCE:ADOBE SOCIAL -5 NEGATIVE 0 NEUTRAL 5 POSITIVE MIO GARMIN APPLEWATCH JAWBONE FITBIT 2.5 2.3 2.3 2.3 2.1 4,000 2,000 1 MARCH 2016 1APRIL 2016 1 MAY 2016 1 JUNE 2016 FITBIT APPLE WATCH
- 32. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tools like Apple’s Carekit and Researchkit or VR are the future of medicine 32 SOURCE: ADI DIGITALADVERTISING SURVEY 2016
- 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
- 34. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “If you only do what you can, Then you will only be what you are.” - Kung Fu Panda
- 35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. cmo.com/adobe-digital-insights.html Twitter: @tamarag LinkedIn: www.linkedin.com/tamaragaffney
Hinweis der Redaktion
- Do you feel the wind of transformation blowing in? Big new things are coming.
- Spending habits are fundamentally changing
- Spending habits are fundamentally changing
- Spending habits are fundamentally changing
- Spending habits are fundamentally changing
- As you watch this video take a look at when the man and woman are back to back. My big takeaway is right there. Start at 13:50 – End at 1:21
- Spending habits are fundamentally changing
- Spending habits are fundamentally changing
- Q: With all the channels and tools available to marketers, where is a good place to start? A: Mobile is the first place to start, as that is where audiences are turning. Its all about providing information to patients and doctors in accessible and consumable formats, so keep it accessible (mobile) and keep it simple (consumable)
- Good news / bad news. With all of the access to information, the days of patients listening to Drs. exclusively are over. Patients are wanting some input in their treatment plans and it is up to the industry to leverage digital resources provide information and tools to empower the patient.
- Q: With all the channels and tools available to marketers, where is a good place to start? A: Mobile is the first place to start, as that is where audiences are turning. Its all about providing information to patients and doctors in accessible and consumable formats, so keep it accessible (mobile) and keep it simple (consumable)
- Health information sites are leading the way in terms of being “The Most Mobile Industry” and are on the verge of crossing the 50/50 threshold.
- Health information sites are leading the way in terms of being “The Most Mobile Industry” and are on the verge of crossing the 50/50 threshold.
- Health information sites are leading the way in terms of being “The Most Mobile Industry” and are on the verge of crossing the 50/50 threshold.
- When it comes to mobile apps, health industry apps are more likely to be accessed via smartphone but interestingly via a Wi-Fi connection. This indicates that consumers accessing health apps are doing it in the privacy of their home or work place, and not while they are out and about. This also means they are probably very engaged with the content they are viewing and not distracted by the hustle and bustle of being out and about
- Digital marketers NEED to make the mobile experience more effortless. The companies who do that will take share from those who have a more cumbersome mobile experience
- Q: With all the channels and tools available to marketers, where is a good place to start? A: Mobile is the first place to start, as that is where audiences are turning. Its all about providing information to patients and doctors in accessible and consumable formats, so keep it accessible (mobile) and keep it simple (consumable)
- Q: Why is digital engagement so important? A: A huge part of improved care is the patients’ mindset (placebo effect). Digitally savvy patients are more likely to turn to technology to access information and perceive improved care.
- Q: Why is digital engagement so important? A: A huge part of improved care is the patients’ mindset (placebo effect). Digitally savvy patients are more likely to turn to technology to access information and perceive improved care.
- Healthcare/Pharma marketers need to rethink how they push information out. They need to get directly to the consumer and digital channels are the ideal way to do this
- We looked at a sample of websites and identified which ones had growth in web traffic and which ones saw a decline. Then we looked to see the breakdown of their referral traffic and we discovered some interesting patterns. Sites that grew were more likely to leverage social, email, display, and paid search (with email and social really standing out) rather then rely on affiliate and referral sites
- We looked at a sample of websites and identified which ones had growth in web traffic and which ones saw a decline. Then we looked to see the breakdown of their referral traffic and we discovered some interesting patterns. Sites that grew were more likely to leverage social, email, display, and paid search (with email and social really standing out) rather then rely on affiliate and referral sites
- Social is a great tool for “generic targeting” because it provides a lot of demographic info
- Here’s an example from a video I clicked in on off of Facebook. I truly can’t navigate. This situation of advertising impacting navigation, especially on mobile devices is really creating a backlash out there. Ray, what do you see in this advertising space going on? RAY: In an attention economy you must captivate me or save me time
- Marketers are treating digital advertising like they treated other ad channels… Saturate the market with content. Digital channels however are putting the control back into the consumers hand with tools like ad blocking and ad skipping. Digital marketers need to create experiences, not ads and websites that are hard to consume…
- 51 million US desktop users are already blocking ads, and that number could grow to 72 million. Part of this growth is being driven by ad saturation. Digital marketers can’t use old tactics like information saturation on digital channels or they risk losing their audience. They need to serve up relevant information through personalization and targeting. As we covered earlier, the pharma industry needs to tread lightly with this and find the right balance of personalization without creeping people out.
- Remember though all these really old devices form the 70s that I brought with me. Most of what happens will be evolution not revolution. Still, it impacts the quality of our lives in really fundamental ways. Matt: not sure if you want to use these talking points, but I left them in
- I wanna know if anybody here thinks a crib mattress that vibrates their child back to sleep so they sleep through the night faster is just nice to have? Consumers want experiences not products… (Water bottle example… its not about the crib, it is about the sleep that the crib affords you
- One of the hard parts of any new technology is created an engaged user base. Wearable users are very actively engaged with their devices and are turning to social to talk about it. The wearable market has become a cult cultural thing. People wear fitbands so they can brag about their steps and talk about how they are getting healthy… Again, its not about the product, its about the experience.
- Instant access to information is what we have been talking about this entire time… How about instant access to a doctor via tech like Telehealth or VR?
- Get out there and do new things. The future is so amazing. Right Ray? Don’t forget to fill out your evaluation of Ray and I please.