Thursday 08 December 2016

Friday5: Digital Predictions for 2015

It’s the start of the new year, and with it comes the yearly predictions of what’s going to be big and noteworthy in the next year. We spoke with five people throughout the network to see what they’re most excited about in the digital and tech spaces in 2015:

1. Aniz Ruda, VP, Insights Intelligence, Chicago

With CES 2015 wrapping up, it’s hard to avoid the influx of wearable devices that are starting to become accessible in the market. As these technologies become increasingly popular, Aniz wonders what brands will do with the massive amounts of data that these devices will produce. What are the ethical and regulatory issues that will pop up in the year, and how will brands take action on them?

2. Matt Stanton, Partner Knowledge Manager, New York

Matt is interested in seeing how brands and entertainment companies will use micro-content to distribute high-quality messages on social channels and mobile messaging apps like kik, Line, WeChat, and Whatsapp, which have exploded in popularity and will likely continue to do so.  In addition, with phone screens growing in size, people can give more attention to short-form video content, opening up huge opportunities for brands, which might use mobile messaging apps to distribute them most effectively.

3. Sara Azadi, EVP, Group Head for Consumer and Digital, Bay

Sara predicts that 2015 will bring requests for better attribution of digital activities to sales. Historically, a CMO could roughly correlate TV advertising budget with fluctuations in sales. It is increasingly difficult to attribute one digital activity or channel to sales with the rapid proliferation of social networks, tools, platforms and channels. Sara has noticed CMOs are increasing their expectations of social ROI. According to Sara, communications marketing professionals will need to take a step back and look at communications more holistically to build an attribution model. Although clients might wonder how a single tweet or promoted Facebook post affects sales, we should be practicing measurement among the client’s entire digital ecosystem so we can skip the leap of faith inherent to TV advertising.

4. Marko Muellner, VP, Group Director, Digital, Portland

The internet of things has been gaining traction over the past few years and has shifted gears in a big way towards the automotive industry. Marko’s been thinking about the implications of connected cars for consumers and stakeholders in the automotive industry. Will we see a “data war?” Specifically, your next new car will include a data plan for entertainment and navigation, but will also stream diagnostics and other data to manufacturers, dealers, the telecom companies and tech companies like Apple and Google. 3rd parties like mechanics, tire centers and gas stations, for example, will be at a distinct disadvantage in the near term. Additionally, considering the size of the automotive industry, this huge cascade of data will enable major competitive advantage. These companies will become the new gatekeepers to deeper consumer relationships, will our clients be paying BMW to reach their drivers during drive time? Yes, yes they will.

 5. Brittany Dow, Account Manager, Digital, Toronto

Brittany’s on the lookout for evidence of “post-demographic consumerism” marked by the change of traditional status symbols in the digital environment, which required high income and therefore were restricted to older and more traditional demographics. Now, with experiences, lifestyles, personal connection all representing a new form of status, consumers will increasingly choose their products, brands and experiences outside of our traditional understanding of those products’ demographics. Brands who respond effectively to this melting pot will continue to succeed.

What trends are you looking out for this year?

This post was compiled by Josh Lieberthal and Chris Rooney.

Image credit: Keoni Cabral

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