Professional Documents
Culture Documents
Welcome to the
Whats Next
Trend Report 2016
CONTENT
EXECUTIVE SUMMARY
CONSUMER
CHANNEL
COST
CONTENT
CONTEXT
2016 trends
India gets Mobile-ized
001
Commerce Everywhere
002
003
004
005
006
007
008
Internet of Me
009
010
001
002
003
004
005
006
007
008
009
010
Mobile is the
wind beneath
the wings that
brands need
to scale up
reach and
engagement
Commerce Everywhere
With 2015 being the year of e-commerce
startups, confidence levels in online purchasing
have gone up. With more household decision
makers going online, even local kirana store are
finding it necessary to be online. Hyperlocal
startups such as Niftywindow, Zopper, Grofers
and Justdial are also offering online shopping
which results in higher in-store traffic and
repurchase.
Financial inclusion via M-Wallets and Payment
Banks is also driving mobile transactions. This will
soon become an alternative to traditional
banking services. While India is a fairly rigid cash
economy, the push towards loyalty programs
has helped to move the trend towards mobile
payments. This is especially being facilitated
between organizations and services like Ping
Pay by Axis Bank.
For internet dark audiences, quasi-e-commerce
models by Storeking, Ipay and Edabba are
being used to reach consumers.
001
002
003
004
005
006
007
008
009
010
E-commerce is
clearly being
able to answer
the marketing ROI
question that
advertisers have
been longing for
Google Predicts!
001
002
003
004
005
006
007
008
009
010
As we head towards
a hyper-connected
future, integrated
storytelling will
become a necessity
001
002
003
004
005
006
007
008
009
010
Content Marketing is on the rise - the question is how do brands act as publishers - are they
set up correctly (with the right organizational structure to support it), how does the brand
measure expected ROI from content marketing and how do they execute at scale. Finally
how will they distribute the content. One trend will be to merge content marketing and
data.
Outbrain Predicts!
001
002
003
004
005
006
007
008
009
010
001
002
003
004
005
006
007
008
009
010
Consumers now
want privacy
and they are
able to get it
1. People: more people will continue to share more things on social platforms making it even
more engaging.
2. Marketers:
a) the opportunity to leverage digital for brand and business building will gain momentum
b) while performance will continue to dominate the space, wider acceptance for brand
communication will speed up.
3. Platform: more mobile, more video and more programmatic with consumer centric
innovations.
Bottom line: consumer centric insights, smarter technology solutions and rigour will define
Marketers success.
Facebook Predicts!
001
002
003
004
005
006
007
008
009
010
001
002
003
004
005
006
007
008
009
010
Vernacular
strategy becomes
a first mover
advantage for
brands
Internet of Me
The future of media lies heavily within the
Internet of Things. However, lets not forget to
keep the consumer at the centre.
In a world where digitally empowered
consumers are taking control of who, what,
where, when and how brands are allowed to
communicate with them through various media
channels, brands need to hyper-personalize
experiences for consumers.
This is the Internet of Me.
Understanding the behavioural journey of the
consumer will become essential if a brand
wants to leverage micro-moments. This results in
media buying shifting from audiences to
individuals in the coming future.
In fact, platforms like Facebook and Google are
offering the ability to combine CRM data with
second and third party data. Brands will be able
to leverage the power of all that data to target
each individual more effectively and efficiently.
001
002
003
004
005
006
007
008
009
010
001
002
003
004
005
006
007
008
009
010
Opportunities for
wearable
technology is great
for both form and
function
001
Commerce Everywhere
002
003
004
005
006
007
008
Internet of Me
009
010
TREND-SPOTTING BY
EDITOR
Avinash Jhangiani
Managing Director
Digital & Mobility
Omnicom Media Group
avinash.jhangiani@omnicommediagroup.com
References
BCG & IAMAI, India@Digital.Bharat
FICCI-KPMG, India Media and Entertainment 2015
Accenture, Indian in FY2016
McKinsey reports
Deloitte, Digital Media: Rise of On-demand Content
KPCB, Internet Trends 2015
WARC.com
Comscore
References (continued)
http://rmi.sagepub.com/content/6/1/47.full.pdf+html
http://www.aspeninstitute.org/policy-work/communications-society/programs-topic/communications-policy/india/cs-joint-roundtable-co
http://www.livemint.com/Opinion/9JIPq3l8YOerKa3s7dMN7O/Making-the-most-of-mobiles.html
http://www.expert2business.com/itson/Articles/BOPcellphones.pdf
http://www.ibtimes.com/what-indias-mobile-obsessed-startups-can-teach-us-companies-about-e-commerce-1934805
https://www.youtube.com/watch?v=5GvA3aM17QI
http://www.iamwire.com/2015/06/in-depth-mobile-payment-big-india/118200
http://www.tcs.com/SiteCollectionDocuments/White-Papers/Emerging-Trends-in-Payments-in-India.pdf
http://www.finextra.com/blogs/fullblog.aspx?blogid=11316
http://www.medianama.com/2015/01/223-trends-key-developments-in-the-digital-payments-segment-in-2014/
http://techcircle.vccircle.com/2013/01/25/five-trends-to-watch-out-for-in-payments-transaction-processing-industry/
https://www.in.capgemini.com/banking/mobile-electronic-payments
http://www.3gdirectpay.com/blog/global-payment-trends-in-2015/
http://www.ce.org/Blog/Articles/2015/April/5-Digital-Innovations-Changing-Advertising-and-Mar.aspx
http://www.mxmindia.com/2015/01/from-traditional-pr-to-integrated-comms
http://www.wpp.com/wpp/marketing/publicrelations/10-global-communication-trends-2014
http://www.business2community.com/digital-marketing/storytelling-future-digital-marketing-01063653#kycVhRIiz1cM0HEA.97
https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-telecommunications/in-tmt-rise-of-on-demand-content.pdf
http://www.creativetransformations.asia/2014/02/challenges-of-going-over-the-top-in-india
http://www.exchange4media.com/tv/making-ott-content-available-on-tv-screens-a-possible-way-forward-in-india--_59736.html
https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-telecommunications/in-tmt-tele-tech-2015-noexp.pdf
http://online.wsj.com/public/resources/documents/locallanguage.pdf
http://www.iamwire.com/2015/01/rise-internet-penetration-changing-face-digital-india/108808
http://www.bcgindia.com/documents/file180687.pdf
http://www.youthkiawaaz.com/2015/06/digital-divide-in-india/
http://www.nextbigwhat.com/rural-india-social-media-297
https://www.bcgperspectives.com/content/articles/center-consumer-customer-insight-marketing-changing-connected-consumer-india
http://online.wsj.com/public/resources/documents/locallanguage.pdf
http://www.medianama.com/2015/08/223-rural-internet-users-local-content-to-drive-growth-in-user-base-iamai
http://www.wired.com/insights/2014/11/the-internet-of-me
http://news.discovery.com/tech/apps/internet-of-me-is-the-next-big-thing-150105.htm
http://think.storage.googleapis.com/docs/top-3-tech-trends-marketers-should-watch-in-2015_infographics.pdf
http://www.digitaslbi.com/PageFiles/45565/infographie-en-final-globale_040214.jpg
http://yourstory.com/2015/08/e-commerce-marketing-trends
http://www.nielsen.com/in/en/insights/reports/2015/re-making-india.html
http://www.iamwire.com/2014/01/omni-channel-commerce-surrender-legacy-retail-consumer/24349
http://www.iamwire.com/2014/07/e-commerce-in-india-past-present-future/27805