Digital in 2016
Executive SummaryFind the full trends forecast at edelmancom
The year of consumer-led
communications marketing
JANUARY 2016
Whatrsquos Next in Digital Marketing
2
We looked at consumer insights to predict the biggest trends for 2016
Behavior
How are they behaving
on and offline
Engagement
What content and
experiences engage them
Communication
What are
they saying
Influence What inspires them
Consumers Want More From Brands
3
want brands to
communicate openly about
their products
of consumers expect brands to
innovate with societal
impact in mind
90 70
Edelman Innovation and the Earned Brand 2015 Edelman Brandshare 2015
Todayrsquos consumers are more powerful than ever
Implicitly through behavior and data mdash
and explicitly through direct communication mdash
consumers are telling us what they want
2016 ishellip
THE YEAR OF THECONSUMERMARKETINGDIRECTOR
Key Learnings for Marketers in 2016
5
Evolve to meet consumersrsquo high expectations for
brandsmdashfrom responsiveness to social action
Engage influencers to address consumersrsquo rising
skepticism of media and advertising
Leverage emerging technology to better listen to and
engage with consumers
Deliver real contextual value when and where
consumers demand it most
Key Digital Trends Put Consumers at theCenter of Brand Marketing
6
And wersquore keeping an eye on virtual amp augmented reality beacons esports
1VIDEO VIDEO VIDEO
INFLUENCERS AS CREATIVES
SOCIAL LISTENING AS SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER JOURNEY MAPPING
2 3
4 5
THE BUY NOW REVOLUTION
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Whatrsquos Next in Digital Marketing
2
We looked at consumer insights to predict the biggest trends for 2016
Behavior
How are they behaving
on and offline
Engagement
What content and
experiences engage them
Communication
What are
they saying
Influence What inspires them
Consumers Want More From Brands
3
want brands to
communicate openly about
their products
of consumers expect brands to
innovate with societal
impact in mind
90 70
Edelman Innovation and the Earned Brand 2015 Edelman Brandshare 2015
Todayrsquos consumers are more powerful than ever
Implicitly through behavior and data mdash
and explicitly through direct communication mdash
consumers are telling us what they want
2016 ishellip
THE YEAR OF THECONSUMERMARKETINGDIRECTOR
Key Learnings for Marketers in 2016
5
Evolve to meet consumersrsquo high expectations for
brandsmdashfrom responsiveness to social action
Engage influencers to address consumersrsquo rising
skepticism of media and advertising
Leverage emerging technology to better listen to and
engage with consumers
Deliver real contextual value when and where
consumers demand it most
Key Digital Trends Put Consumers at theCenter of Brand Marketing
6
And wersquore keeping an eye on virtual amp augmented reality beacons esports
1VIDEO VIDEO VIDEO
INFLUENCERS AS CREATIVES
SOCIAL LISTENING AS SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER JOURNEY MAPPING
2 3
4 5
THE BUY NOW REVOLUTION
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Consumers Want More From Brands
3
want brands to
communicate openly about
their products
of consumers expect brands to
innovate with societal
impact in mind
90 70
Edelman Innovation and the Earned Brand 2015 Edelman Brandshare 2015
Todayrsquos consumers are more powerful than ever
Implicitly through behavior and data mdash
and explicitly through direct communication mdash
consumers are telling us what they want
2016 ishellip
THE YEAR OF THECONSUMERMARKETINGDIRECTOR
Key Learnings for Marketers in 2016
5
Evolve to meet consumersrsquo high expectations for
brandsmdashfrom responsiveness to social action
Engage influencers to address consumersrsquo rising
skepticism of media and advertising
Leverage emerging technology to better listen to and
engage with consumers
Deliver real contextual value when and where
consumers demand it most
Key Digital Trends Put Consumers at theCenter of Brand Marketing
6
And wersquore keeping an eye on virtual amp augmented reality beacons esports
1VIDEO VIDEO VIDEO
INFLUENCERS AS CREATIVES
SOCIAL LISTENING AS SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER JOURNEY MAPPING
2 3
4 5
THE BUY NOW REVOLUTION
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Todayrsquos consumers are more powerful than ever
Implicitly through behavior and data mdash
and explicitly through direct communication mdash
consumers are telling us what they want
2016 ishellip
THE YEAR OF THECONSUMERMARKETINGDIRECTOR
Key Learnings for Marketers in 2016
5
Evolve to meet consumersrsquo high expectations for
brandsmdashfrom responsiveness to social action
Engage influencers to address consumersrsquo rising
skepticism of media and advertising
Leverage emerging technology to better listen to and
engage with consumers
Deliver real contextual value when and where
consumers demand it most
Key Digital Trends Put Consumers at theCenter of Brand Marketing
6
And wersquore keeping an eye on virtual amp augmented reality beacons esports
1VIDEO VIDEO VIDEO
INFLUENCERS AS CREATIVES
SOCIAL LISTENING AS SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER JOURNEY MAPPING
2 3
4 5
THE BUY NOW REVOLUTION
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Key Learnings for Marketers in 2016
5
Evolve to meet consumersrsquo high expectations for
brandsmdashfrom responsiveness to social action
Engage influencers to address consumersrsquo rising
skepticism of media and advertising
Leverage emerging technology to better listen to and
engage with consumers
Deliver real contextual value when and where
consumers demand it most
Key Digital Trends Put Consumers at theCenter of Brand Marketing
6
And wersquore keeping an eye on virtual amp augmented reality beacons esports
1VIDEO VIDEO VIDEO
INFLUENCERS AS CREATIVES
SOCIAL LISTENING AS SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER JOURNEY MAPPING
2 3
4 5
THE BUY NOW REVOLUTION
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Key Digital Trends Put Consumers at theCenter of Brand Marketing
6
And wersquore keeping an eye on virtual amp augmented reality beacons esports
1VIDEO VIDEO VIDEO
INFLUENCERS AS CREATIVES
SOCIAL LISTENING AS SOCIAL INTELLIGENCE
CROSS-DEVICE CONSUMER JOURNEY MAPPING
2 3
4 5
THE BUY NOW REVOLUTION
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
VIDEO VIDEO VIDEO 1
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Video Engagement Dominates Digital Platforms
8
of all consumer
internet traffic will be
dedicated to video
consumption by 2019
80Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
Views Per Day
Cisco Visual Networking Index Forecast and
Methodology 2014-2019 White Paper May 27 2015
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Trending Formats Engage Consumers
9
Livestreaming 360-video Crowdsourcing Video
Influencers
Short Form Bits
amp GIFs
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Make the most of your
investment with a
multi-platform approach
Build a holistic
storytelling strategy with
your consumer in mind
Drive discoverability via
organic optimization
and paid media
How can brands keep up
10
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
INFLUENCERS AS CREATIVES2
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Influencer Popularity Is On The Rise
12
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Influencer Engagement Supports Business Objectives
13
Augure State of Influencer Engagement 2015 conducted by Schlesinger Associates June 18 2015 Via eMarketer IncTomoson Influencer Marketing Study 2015
Marketers are making
$650 for each $1 spent on
influencer marketing
5xROI
of marketers believe
influencer marketing is
effective in raising
brand awareness
of marketers believe
influencer marketing
generates sales leads
93 75
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
The Influencer Should Be an Extensionof Your Creative Team
Petco Comedy Series
with YouTube Star Toby Turner
bull 22 million views
bull 98 positive sentiment
bull +65 subscriber growth
bull 300 increase in views of
catalog content
14
Edelman client
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
How can brands keep up
15
Choose influencers
who will resonate
with your
consumers through
strategic data
analysis
Put storytelling at
the heart of it
Grant the
influencer creative
license
Get a good deal by
partnering with
experts
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
THE BUY NOW REVOLUTION 3
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Nearly Every Major Platform SupportsldquoBuy Nowrdquo Functionality
17
Projected 2015 income
from social commerce$30BN
Statista Worldwide social commerce revenue from 2011 to 2015 2015
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Consumers Want Exclusive and Limited-TimeShopping Incentives
18
Factors that Would Encourage US Digital Buyers to Make a Purchase via Social Media When Holiday Shopping Sept 2015 ( of Respondents)
33
35
37
52
52
55
55
56
63
Free Shipping Offer
Exclusive Discount (Only Members Of Social Network)
Daily Deals
Seeing A Unique Product
RewardsLoyalty Points
Seeing A Product I Had Recently Viewed When Shopping Online
A Product Has Received Numerous ldquoLikesrdquo
Ability To Vote On Which Promotion Company Offers To Social Network
A Friend Has ldquoLikedrdquo A ProductMarketLive 7th Annual Holiday Research Study
Oct 14 2015 Via eMarketer Inc
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
How can brands keep up
19
Understand your
consumersrsquo shopping
behaviors
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Build a seamless
omnichannel experience
online and offline
Create contextual
ldquobuy nowrdquo opportunities
that improve the
shopping experience
not detract from it
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE
4
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Consumers Want Brands to Listen
21
Of consumers think itrsquos
important for brands to
listen and respond
thoughtfully
78 17Feel that brands are
truly listening
BUT
ONLY
Edelman Brandshare 2015
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Social Listening Should Guide Your Business
22
Customer
Service
Product
Development
Product
Improvement
Cause amp
Social Purpose
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
TECHNOLOGY Visual Listening uses
computer vision to recognize
brand presence in photos
Facebook Customer Service
tools award a ldquoVery
Responsive to Messagesrdquo
badge to brands who maintain
a 90 response rate within
5 minutes
Social Listening tools provide
insight into conversations
perception competition
influencer identification
and more
OUTPUT Broader Contextual
Insights
Better Consumer
Experience
Stronger Business
Intelligence
TOOLS
Technology Enables Better Business Practices
23
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
How can brands keep up
24
Operationalize social
listening with the right
technology
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be open to consumer
insights that may disrupt
your business for the
better
Pair social listening with
traditional market
research
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
CROSS-DEVICE CONSUMER JOURNEYMAPPING
5
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Cross-Device Consumer Behavior Has Beenthe Norm for Several Years
26
of users start an
activity on one device
and finish on another
90
Google The New Multiscreen World August 2012
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Emerging Technologies Enable Cross-Device Consumer Tracking Like Never Before
27
SAMPLE QUESTIONS TO UNDERSTAND
THE CONSUMER JOURNEY
How does a consumer find out about my product
Do they conduct research on their phones tablets
or desktop
What ads do they see
What motivates them to make that final
purchase
Do they purchase on a desktop or in-store
TOOLS
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
How can brands keep up
28
Keep an eye on emerging
tracking technologies as
this trend becomes more
sophisticated
DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA
Be authentic and
transparent to address
consumer privacy
concerns
Test and learn with
targeted messaging as
you start to build an
attribution model
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
29
VR and AR
Changing the Future of
Storytelling
eSports
Amassing Huge Captive
Consumer Audiences
Beacons
Adding Value in Context
while Yielding Behavioral
Insights
WATCH THIS SPACE
Read our full digital trends forecast at edelmancom
Top Related