DIGITAL MARKETING OUTLOOK 2019 - TRENDS IN DER DIGITALEN KOMMUNIKATION MANFRED KLAUS
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DIGITAL MARKETING OUTLOOK 2019 TRENDS IN DER DIGITALEN KOMMUNIKATION MANFRED KLAUS CLOSING KEYNOTE DIGITAL:RELAUNCH KONFERENZ 11. FEBRUAR 2019
HELLO. WE ARE PLAN.NET
WE ARE PART OF SERVICEPLAN GROUP
SERVICEPLAN CONSULTING GROUP
SERVICEPLAN MEDIAPLUS PLAN.NET FACIT
GROUP FOR GROUP FOR INNOVATIVE MEDIA GROUP FOR GROUP FOR INNOVATIVE
INNOVATIVE COMMUNICATION DIGITALE COMMUNICATION MARKETING RESEARCH
AND CONSULTING
SOLUTIONS
GROUP FOR EFFICIENT COMMUNICATION
HOUSE OF COMMUNICATION MUNICH HAMBURG BERLIN COLONGE BREMEN
LET‘S GET DIGITAL
SERVICEPLAN CONSULTING GROUP
SERVICEPLAN MEDIAPLUS PLAN.NET FACIT
GROUP FOR GROUP FOR INNOVATIVE MEDIA GROUP FOR GROUP FOR INNOVATIVE
INNOVATIVE COMMUNICATION DIGITALE COMMUNICATION MARKETING RESEARCH
AND CONSULTING
SOLUTIONS
GROUP FOR EFFICIENT COMMUNICATION
WE ARE THE LEADING PARTNER FOR SUCCESS AND FUTURE VIABILITY IN THE DIGITAL AGE
KEY IS THE RELEVANT CUSTOMER EXPERIENCE
RELEVANT CX OVER THE ENTIRE CDJ
CONSULTING & BUSINESS PLANNING
COMMUNICATION PLATFORM CRM
PRODUCTS & SERVICES
PERSONALIZATION & AUTOMATION
DATA & TECHNOLOGY
CONNECTING COMPETENCES
CONNECTING COMPETENCES Research
& Insight
eCRM/
Personalization
Crossmedia Marketing
Strategy Automation Trends &
Communication & Innovation
Brand Strategy Customer
Experience Strategy
Data Analytics
Content & Modeling
Marketing
Prototyping
Digital Concept
& Campaigns Frontend
Development
Interfaces & UX Backend Technology
Design Development & Hosting
Connected
Social Media Commerce
Community
Digital Asset Management
Production &
Targeting
Management
Performance
Marketing
Programmatic
Media
Crossmedia Planning
& BuyingRELEVANT CX OVER THE ENTIRE CDJ
PLAN.NET BUSINESS INTELLIGENCE
PLAN.NET NEO
PLAN.NET PERFORMANCE
UNITS
PLAN.NET PULSE
hmmh
PLAN.NET TECHNOLOGY
PLAN.NET CAMPAIGN
PLAN.NET UX
PLAN.NET BERLIN
PLAN.NET CONNECTPLAN.NET GROUP AT A GLANCE
109.1 1,070+ 630 20
Million Euros in sales Colleagues Millionen Euros in billings Years of experience
in the 2017 financial year in the 2017 financial year as a digital agency
6.81 1.77 #1 #2
Years average Average customer satisfaction Digital Creative Agency in Digital Agency in Germany
customer relationship over the past five years Germany in the BVDW ranking in the BVDW overall rankingWE ARE REPRESENTED WHEREVER
OUR CUSTOMERS ARE
16 37 4,100
Germany | Austria | Switzerland | Belgium | Netherlands | France | Italy | Spain | Poland | Ukraine |
Countries Offices Colleagues India | Middle East | Russia | Korea | China | USAOUR CLIENTS Abstract from our clients list
DIGITAL TRANSFORMATION IS AFFECTING EVERY INDUSTRY. ONGOING AND FOREVER.
THE DIGITAL REVOLUTION: CHANGE IS
THE NEW NORMAL.
AI/ROBOTICS/VOICE
IOT
MOBILE
INTERNET
1990 2000 2010 2020THE KEY TRENDS
CONTINUE
INCREASING ONGOING
CONSUMER EVOLUTION IN DATA
INDIVIDUALITY & & TECHNOLOGY
EMPOWERMENTTHE KEY TRENDS
CONTINUE
AI DRIVES
THE DIGITAL
TRANSFORMATION
INCREASING ONGOING
CONSUMER EVOLUTION IN DATA
INDIVIDUALITY & & TECHNOLOGY
EMPOWERMENTAI DRIVES THE DIGITAL TRANSFORMATION “Just as electricity transformed almost everything 100 years ago, today I actually have a hard time thinking of an industry that I don’t think AI will transform in the next several years.” Andrew Ng Former Chief Scientist at Baidu
AI IS NO NEW DISCIPLINE…
… BUT IT CHANGES THE GAME IN MANY
INDUSTRIES
HEALTH CARE AUTOMOTIVE FINANCIAL SERVICES TRANSPORT
AND LOGISTICS
» Diagnostic support for detecting » Autonomous Car-Sharing fleets » Personalized financial planning » Autonomous trucks and delivery
fluctuations in patient data » Semi-autonomous Driving » Fraud and Anti-Money systems
» Early detection of possible Assistants Laundering Detection » Traffic monitoring and
pandemics » Engine control, engine » Automation of customer congestion reduction
» Diagnosis through image monitoring and autonomous business » …
recognition maintenance » …
» … » …
TRADE AND ENERGY PRODUCTION
CONSUMPTION
» Personalized design and » Smart Meter » Improved monitoring and
production » Smart Grids autocorrection of processes
» Prediction of consumer needs » Infrastructure Maintenance » Supply Chain Optimization
» Inventory and delivery Forecast » On-demand production
management » … » …
» …22
… AND FINDS ITS WAY INTO MARKETING
3 KEY AREAS
AUTOMATED
EFFICIENT
FAST
ANALYTICS/ CREATIVE/ MEDIA
REPORTINGS CONTENT PLANNING SELF-LEARNING
CREATION
INSIGHTS PERSONALIZATION AUTOMATION
(Buying, Targeting,
Context, Optimierung)24 HOW DO WE AT PLAN.NET USE AI TO HELP OUR CLIENTS TO BUILD A MORE EFFICIENT CUSTOMER EXPERIENCE?
OUR SOLUTION FOR EFFICIENCY-BASED
CROSS-MEDIA PLANNING:
THE BRAND INVESTOR
BRANDINVESTOR26
IMPACT-BASED PLANNING FOR ALL
CAMPAIGN OBJECTIVES
AD RECALL
1. TV
19
PUSH
2. PZ
BRAND 3. Dailies across regions CHANNELS
4. Dailies regional
5. Radio
6. Billboard
AWARENESS 7. Billboard digital
8. Info screen
9. Cinema
10. Supplements
11. Journals
WILLINGNESS 12. Online display
TO PURCHASE 13. Mobile display
14. Performance display
15. Online video
16. Facebook, Instagram
LEAD PULL LEADS
17. SEA brand
18. SEA generic
19. AffiliateTHE TRENDING TOPICS IN DIGITAL MARKETING FOR 2019
CURRENT STATE OF DATA
REGULATION
CHALLENGES
» GDPR had no significant impact on our
business models and operations.
» Proposed European E-Privacy regulation is
still a challenge:
» Strict opt-in principle for every service
provider.
» Prohibition of tie-in between content
and data collection.
» Browser as central privacy management
tool.E-PRIVACY CAMPAIGN SCENARIO: MORE THAN 50 SINGLE PERMISSIONS REQUIRED TO CONTINUE DOING OUR BUSINESS THE WAY WE DID
CAMPAIGN SCENARIO: UTILIZING
SHOPPING DATA FOR A RETAIL CLIENT
DATA PROVIDER ADVERTISER
1 5
6
1.) data collection
DMP 2.) data transfer to DMP and DSP
2 3.) Auction for ad space
4.) Delivery of creatives through SSP
Adserver
DSP 5.) Data based campaign delivery on
Advertiser
hundreds/thousands of sites
3 6) Campaign impact tracking
4
Adserver
SSP PublisherCAMPAIGN FROM A CONSUMER
PERSPECTIVE
DATA PROVIDER ADVERTISER
CONSUMER
Vists the site of the advertisers
Visits the site of the data provider and buys a product
Contact / interaction with
campaign creatives
DMP
Adserver
DSP
Advertiser
Adserver
SSP PublisherOPT-IN REQUIREMENTS ACCORDING TO E-
PRIVACY REGULATION
DATA PROVIDER ADVERTISER
CONSUMER
2 Opt-ins at the data provider (DMP 1 Opt-in at the advertiser site for
and data sharing with the DSP) campaign tracking (adserver advertiser)
5 Opt-ins on each website
(DMP, DSP, SSP, 2 Adserver)
DMP
Adserver
DSP
Advertiser
Assuming a user visits 10 different sites with the campaign, they will have to provide
SSP Adserver 53 (2 + 10x5 + 1) opt-ins in their browsers privacy center in our campaign scenario.
Publisher Only a very small fraction of users will be able or willing to do this.DATA REGULATION THE CHALLENGE Regulation is making data based campaigning more complicated and increases costs. The amount and depth of available data depends on consent of consumers to share and legal regulation. WHAT DOES IT MEAN? Data based campaigning will always be superior to campaigning without any data. Advertisers will need to strengthen their competence in data collection, management and utilization on existing platforms and custom-built solutions – always in line with legal regulations.
DATA ALLIANCES UNITING THE NON-GAFA WORLD Verimi and NetID are working on SingleSignOn- Solutions to authentfiy users and give them access to a wide range of services through one LogIn-ID. WHAT DOES IT MEAN FOR US? If this data pool is made available to advertisers and agencies for targeting and cross-property audience management, the members of the data alliances will represent an significant alternative to the GAFAs.
THE TRENDING TOPICS IN DIGITAL MARKETING FOR 2019
HYPER- PERSONALIZATION
CONSUMER INDIVIDUALITY » Maximizing individuality is a key trend in consumer lifestyles. » One-size-fits-all solutions are appealing to less and less people. » Brands react with customization and data-based personalized offerings.
SHIFTING MEDIA 2005
27%
LANDSCAPE 63%
30%
98%
» Individualization also leads to a highly 97%
71%
fragmented media use.
» Visible erosion of classic media due to 2015
the prevalence of new touchpoints.
» Digital is the only remaining growth
medium, even in older target groups.
98%
58%
» Shift to mobile 64%
» Higher complexity in media strategy, 64% 41% 61% 19%
15%
creative, planning and measurement. 96% 2%
35%
Devices per household, GermanyHYPER- PERSONALIZATION THE CHALLENGE Advertisers need to further personalize communication and become more relevant to consumer needs. WHAT DOES IT MEAN? Advertisers and agencies need to drive further tool, data and method competence for targetgroup analysis, budget allocation (e.g. Brand Investor), data management, analytics (Core) and campaign delivery (PN Experience Cloud)
DEICHMANN MUSES FOR HIGHER
RELEVANCE IN MEDIA PLANNING &
CREATIVE APPROACH
JÖRG
Trendy Fashionistas
JULIA PETER
LEA MARGOT
BRIGITTE
Sophisticated
Shoppers ANGELIKA
SANDRA JAN
DANIEL
Bargain Hunters
PHILIPP
KATJA
Pragmatic
BERNHARD Shoppers
CHRISTINEFIRST STEP OF IMPLEMENTING MUSES:
SIGNIFICANT IMPROVEMENTS IN
REACHING SPECIFIC TARGET GROUPS
Trendy Women
Primary
Muses
Trendy Fashionistas Sophisticated Shoppers Trendy Fashionistas Trendy Fashionistas Trendy Fashionistas
JULIA PHILIPP JULIA JULIA LEA
SANDRA BERNHARD DANIEL DANIEL JAN
23% 79%
Target group reach change in % vs previous demographic planning
42PROFILES WERE 2017. THE MINI 2018
ALL-YEAR PRESENCE IS BASED ON
MOMENTS
Used the MINI Moving apartments
configurator / houses
Interested in a MINI New Job / self-
test drive employment
Leasing contract Looking for a » 3rd party data is used to identify users
running out company car
» Fully dynamic creatives for maximum
relevance
Carsharing User Becoming a parent
» 250 different motives overall
Children growing
Second Car
upMOMENTS IN DYNAMIC SITEBARS
MOMENTS IN BILLBOARD BANNERS
MOMENTS SITEBARS AND BILLBOARDS
IN THE ALL-YEAR PLACEMENT
+21%
CTR vs.
2017
+24%
CTR vs.
2017
+145%
Conversion
vs. generic
+35%
Conversion
vs.
psychographicWHAT ENABLES US TO EXECUTE CAMPAIGNS LIKE THESE IN THE FUTURE?
48
CORE: OUR DATA MANAGEMENT AND
APPLICATION PLATFORM
Smart Business
Applications
Applied Artificial
Business Data Intelligence
ManagementCORE EVOLVED: THE EXPERIENCE CLOUD
Customer Data
Activation
Customer Data
Management
Smart Business
Applications
Customer Data
Collection
Applied Artificial
Business Data Intelligence
ManagementCONSISTENT DATA MANAGEMENT
ACROSS ALL TOUCHPOINTS
Brand Media Lead Generation Website Social Content CRM
Channel Management Channel Management Channel Management Channel Management Channel Management Channel Management
Systems Systems Systems Systems Systems Systems
Consistent Customer Data Collection / Management
Real-Time Push of Profiles / Rules to Channel Management SystemsTHE TRENDING TOPICS IN DIGITAL MARKETING FOR 2019
VOICE AS A NEW INTERFACE
VOICE INTERFACES DIGITAL ASSISTANTS Speech recognition has reached human level accuracy thanks to AI/ML
CONVERSATIONAL INTERFACES
Cars Apple HomePod
Google Assistant
Cortana Smartphone Laptops
SOFTWARE HARDWARE
Bixby Echo Google Home
Bots (Web, App, FB) (Spot, Show …)
Alexa
Refrigerators
Siri
Command: „Turn on the light“
Search: „Where is the next hotel?“
Service: „How is the weather ?“
NATURAL LANGUAGE PROCESSING (NLP)
DATABASE & DIALOGUE-LOGIC
“INTELLIGENCE“: TRAINING/MACHINE LEARNING/DEEP LEARNINGVOICE INTERFACES DIGITAL ASSISTANTS Mobile first Voice first Screens Speakers Visual web Audio web Face down Chin up
VOICE Worldwide users of digital assistants in millions
INTERFACES
2015-2021 (Tractica / Statista)
2.000 1.831
DIGITAL
1.642
1.500 1.376
ASSISTANTS
1.016
1.000
710
adoption rate outpacing 500 390
504
0
smartphones 2015 2016 2017 2018 2019 2020 2021
Smart Speaker Market Shares Q2 17 vs. Q2 18 in %
By 2020, 30% of web (Canalys estimates, Sell-in Volumes)
100
82
browsing sessions will 75 Q2 2017
Q2 2018
be done without a 50
25 25
25 17 18
12 13
screen (Gartner) 0
1
Amazon Google Alibaba Xiaomi OthersSEARCH AND SHOPPING VIA VOICE WILL BECOME AS NORMAL AS ON MOBILE
VOICE COMMERCE PREFERENCES
Interested in Voice Commerce
Percentage of audience
Consumer Electronics, Electric Devices 60
Groceries 54
Hobby and Leisure 51
Household Appliances 49
Fashion and Accessory 47
Living and Furnishing 40
Do it yourself, Gardening 40
Cosmetics and Beauty 39
0 10 20 30 40 50 60 70
%
Question: To what extent are the following categories of goods in voice control in connection with shopping personally interesting for you?
Source: KPMG AG Wirtschaftsprüfungsgesellschaft / IFH Cologne GmbH, 2018; shown is the top 2 box ("very interesting" and "rather interesting"); n = 250 (Voice Commerce Users and Interested)? / Plan.Net Innovation StudioVOICE RETAIL User attitudes towards voice control and commerce
Voice assistant users, top-2 values in % (KPMG)
Voice control will replace text input over
66
the next few years on many occasions
- new gatekeepers I'd wish more retailers and brands would
offer voice for purchasing goods and 41
services
in the market I prefer retailers and brands that offer
shopping and consulting via voice
24
because it is innovative and customer-
- concentration focused
requires presence
- top-of-mind brand Jean- Paul “E-Commerce will help the best known brands.
Agon Alexa will deliver their products. The digital
status required CEO L’Oreal
revolution is very darwinistic.”VOICE SEARCH
MARKETING
more mobile queries including
+65% “do I need…” or “should I…” in the last 2 years
natural language
Mobile search queries beginning with
and personal +85% “can I…” in the last 2 years
relevance
new range of are changing from simple and precise words to
Category conversation based questions: bank account
keywords and Queries “what do I need to open a bank account”
natural answers
Source: Think with Google; Sara Kleinberg: Wie Sprachsuche Marketingstrategien beeinflusst;
July 2018CONNECTED AUDIO IS BECOMING AN INCREASINGLY RELEVANT MEDIUM IN DIGITAL
VOICE INTERFACES DIGITAL ASSISTANTS We need to rethink how brands communicate in this environment: - Requirement - Opportunity
VOICE AS A NEW INTERFACE THE CHALLENGE Voice interfaces are an additional way for consumers to interact with media, digital services and devices. WHAT DOES IT MEAN FOR ADVERTISERS? » Using voice in the right step of the CDJ » Establish audio branding » Adjusting search setups and optimization » Ensure platform presence & understanding
THE TRENDING TOPICS IN DIGITAL MARKETING FOR 2019
FUTURE STORYTELLING
MICRO STORIES (INSTA, FB, SC …)
MICRO STORIES (INSTA, FB, SC …) » Micro-stories are becoming a default content format across many digital channels. » Their main characteristics are limited timed availability and a playful, spontaneous execution. » Playing with FOMO on both user and publisher
MICRO STORIES (INSTA, FB, SC …) » Micro-stories are becoming a default content format across many digital channels. » Their main characteristics are limited timed availability and a playful, spontaneous execution. » Stories gain relevance as an advertising format, with a clear content focus.
NEW SOCIAL VIDEO TOUCHPOINTS » Facebook has launched new video applications with IGTV and Watch. » Both significantly increase Facebook’s footprint in video advertising. » Mobile alternatives to YouTube and publisher streaming sites for advertisers. » IGTV is a great opportunity for influencers and Watch is utilizing social features on Facebook to share video experiences.
EINE ANEKDOTE » Charles Bahr als Key Note Speaker auf dem horizont award 2019 » 15 Jahre » Gen Z » TubeConnect
THE NEW 800m
HOTSPOT FOR DAU
TEENS: TIK TOK worldwide
4,1m
» Mobile video platform based in China, DAU
Germany
merger between musical.ly and TikTok,
owned by Bytedance
» Focus on short form music (lipsync, 6,5bn
monthly video
dancing) and comedy videos views
Germany
» 800 million daily active users worldwide,
over 4 million in Germany
» Highly popular with teens and pre-teens 39 min
around the world daily use
Germany
» 54% female, 46% male audience; 93%
of users are < 30TIK TOK:
MARKETING
» Branding opportunities on Tik Tok
» Product Snapshots with brand
profiles
» In-feed video and brand takeovers
» Branded Hashtag challenges
» 2D, 3D & AR lenses
» Influencer campaigns
» Top German Tik Tok Influencers are Lisa
& Lena (32m Follower)ESPORTS Global Esports revenue 2018-2021 (NewZoo)
906 1.650
» ESports is among the fastest growing Mil. $ Mil. $
entertainment sectors.
2018 2021
» The strong communities behind
ESports provide extended reach and
allow brands to reach elusive target Global Esports audience 2018-2021 (NewZoo)
groups.
» ESports offers relevant marketing
opportunities for brands, from 380 557
sponsorships for teams and events to Mil. Mil.
paid media on streaming platforms like
Twitch. 2018 2021FUTURE STORYTELLING » The Challenge » Digital storytelling is evolving more and more into microchannels, new platforms and specific communities of interest, often driven by influencers and niche actors. » What does it mean for us? » systematic monitoring of developments in that sector to identify opportunities to connect our clients´audiences with this elusive target groups » develop strong understanding of the specifics of each platform and its communities for relevant communication concepts
THE TRENDING TOPICS IN DIGITAL
MARKETING FOR 2019
CONCLUSIONMODERN CONSUMERS HAVE VERY SPECIFIC EXPECTATIONS TOWARDS MARKETING COMMUNICATION AND HOLISTIC CDJ MANAGEMENT IS THE KEY TO SUCCESS.
REQUIREMENT: A RELEVANT AND
SEAMLESS CUSTOMER EXPERIENCE
CONSULTING & BUSINESS PLANNING
COMMUNICATION PLATFORM CRM
PRODUCTS & SERVICES
PERSONALIZATION & AUTOMATION
DATA & TECHNOLOGYTHANK YOU!
MANFRED KLAUS
Managing Partner
Plan.Net Group
m.klaus@plan-net.com
T. +49 89 2050 3120CREATING RELEVANCE © 2018 | plan-net.com
COPYRIGHT All rights to the content (including concepts, designs, prices, conditions, plans, etc.), as well as any know-how underlying the content, and regardless of whether the content constitutes copyright, usufruct or property rights, remain exclusively with the Agency. With the presentation and / or release of the presentation and possibly other documents, the agency does not grant any rights to the content. Any use, exploitation, duplication, processing or any disclosure to third parties is inadmissible and requires the express written consent of the Agency. All content is subject to strict confidentiality.
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