The Top Digital Trends for 2020: What Brands & Retailers Need to Know to Thrive in the Year Ahead - MMA Webinar Series January 14th, 2020 - Mobile ...
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The Top Digital Trends for 2020: What Brands & Retailers Need to Know to Thrive in the Year Ahead MMA Webinar Series January 14th, 2020
MMA is the Global Industry Trade Assoc. for Marketing
Started in 2003; turned 1. Brazil
around in 2013 2. Argentina
3. Mexico
Marketer led; plus 4. U.S.
media sellers, tech
and agencies
MMA MMA
5.
6.
China
Indonesia
No. 7. India
800+ corp. members
Amer.
EMEA 8. Vietnam
worldwide 9. UK
MMA 10. France
55+ team worldwide 11. Spain
APAC 12. Germany
Operations in 15
countries
MMA 13. Turkey
14. Middle East
25+ conferences in 15
LATAM 15. South Africa
countries
2
MMA is (uniquely) the Whole Marketing Ecosystem
MMA is only group that is “big tent” and global. Our programs bigger than just mobile
Focus of Trade Groups
Fundamentally, MMA is
about defining the future of
Marketers marketing, & then marching
the industry in that direction
Components of Successful Trade Group
Enabling Agencies 1. Great Governance
Tech a. Board mix & leadership
2. Must Attend Events
3. Great Initiatives
1. Fewer bigger programs
Media Sellers &
Platforms
3
MMA’s Purpose
WHO (The People We Serve):
Prime Audience: Pioneering Chief Marketers
WHY (Our Reason for Being):
Purpose: To enable marketers to drive innovation and enduring
business value in an increasingly dynamic and mobile-connected world.
WHAT (Our Strategic Priorities):
1. Measurement & Business Impact: Drive marketing effectiveness and the future of
measurement for sustainable business growth
2. Marketer Org Development: Redefine marketing organization dynamics and future
capabilities needed in a data and device connected world
3. Inspiration: Lead marketing innovation and creative effectiveness/impact for mobile
and emerging technologies
4. Advocacy: Establish standards and self-regulatory guidelines to improve consumer
trust and confidence in marketing and connected devices
4
MANAGING YOUR QUESTIONS
Share the Insights
#MMAWeb
5
MMA IS 800+ MEMBERS STRONG GLOBALLY MARKETERS, AGENCIES, MEDIA SELLERS, TECHNOLOGY & OPERATORS
MMA RESHAPING THE FUTURE OF MARKETING
MOSTT
SMoX MATT Marketing Attribution SAVE
Marketing Org Structure Think
Mobile ROI Research Think Tank Future of Brand Safety Council
Tank
Guidelines & Best Practices
Industry Working Groups CEO & CMO Summit
Viewability, Location, Native 20 MMA Events in 15 Countries
Driving the Future of Mobile Annual Mobile Think Tank
and more
MM25 Marketer Peer Group Shared Knowledge of 800+
Members
SMARTIES 1,000+ Mobile Case Studies
Tackling Core Issues for Awarding Best in Class Mobile
From the Entire Mobile Ecosystem Inspiring Creative Innovation
Marketers Worldwide Campaigns
7
PRESENTERS MODERATOR Dr. Stephen Kraus Joe McDonnell Leo Scullin Head of Digital Insights Global Head of Insights VP of Industry Programs Jumpshot WGSN Mobile Marketing Association Steve.Kraus@jumpshot.com Joe.McDonnell@wgsn.com leo@mmaglobal.com
Top Trends for 2020 & Beyond What Brands and Retailers Need to Know to Thrive in the Years Ahead #DigitalTrends 2020
Today’s Agenda
• Welcome: Introducing Ourselves (& our insights)
• 2019 Year-In-Review: A Highly Selective & Slightly Silly
Look
• 2020 Trends: Society, Home, Lifestyle
• 2020 Trends: Tech & Commerce
• 2020 Marketing: Leveraging Opportunities
© 2020 Jumpshot Inc. #DigitalTrends2020Today’s Hosts: Two Insights Pros & a Roman God
Stephen Kraus Joe McDonnell Janus
Roman God
Head of Digital Insights Global Head of Insight Two-Headed Visionary
Behavioral Data Fiend, Adman Turned Trend Forecaster God of Beginnings, Endings,
Harvard Ph.D., Author, Psychographic Focus Time, Duality, Transitions
Hacky Comedian Cycling Enthusiast and Doorways
#DigitalTrends2020Jumpshot: Every Search, Click & Buy. On Every Site.
Accurate Comprehensive Actionable
Make confident Consumer and Insights specific
decisions with competitive insights to your category
accuracy across the Internet & brand
10s of Millions of Panelists 1,500+ Websites 1M Brands
5B Clicks Per Day 600+ Retailers 1,615 Categories
188 Countries 300M Shopping Events
#DigitalTrends2020 As of 12/15/19WGSN
WGSN creds slide
Pklaceholder WGSN CREDS SLIDE
We are WGSN, the global
authority on consumer and design
trends, helping brands across the
globe create the right products at
the right time for tomorrow's
consumer.It starts with understanding the consumer
Insight Fashion Beauty Lifestyle & Mindset
Interiors
Consumer Insights, Creative Direction, New Product Development Creative Direction, Business Strategy
Retail Strategy, Marketing Design, Category Buying Category Management Experience Design, Retail and Marketing Direction
Brand Management Packaging Design, Category Buying Creative Direction
15Did you know… Blade Runner was set in 2019?
A Brief Look Back:
The 2019 Year-in-Review
© 2020 Jumpshot Inc.2019: The Year In Search
Top Trending Top 2019
2019 Search Search
Terms on Terms on
Top 2019 Search Terms on Google Google Amazon
hurricane dorian nintendo switch
disney plus laptop
avengers endgame wireless earbuds
cameron boyce airpods
nipsey hussle headphones
jeffrey epstein ipad
game of thrones fire stick
fitbit
wizard of oz
air fryer
bmw
roku
doordash
tablet
stranger things
bluetooth headphones
astros ssd
popeyes kindle
peloton
gaming chair
snake tv
jeffree star instant pot
snake game micro sd card
carvana toilet paper
clima game of thrones
© 2020 Jumpshot Inc. Source: Google; Jumpshot
#DigitalTrends2020How Consumers
Looked at 2019
© 2020 Jumpshot Inc.U.S. Equities Hit New Highs Despite Economic Anxiety
Dow Jones Industrial Average (DJIA; past DJIA
100 years) 2019
#DigitalTrends2020Triple-Whammy Drove a Strong Holiday Season
Consumer Confidence at a 10-Year High
↑ Consumer spending
↑ eCommerce growth
↑ Retail holiday impact
#DigitalTrends2020eCommerce Accelerating, with Plenty of Room To Grow
eCommerce Growth Hits Seven-Year High
↑ Consumer spending 200,000
+17.6%
eCommerce
Growth
150,000
↑ eCommerce growth
100,000
eCommerce
Sales
($ millions,
by quarter)
50,000
↑ Retail holiday impact
0
2001 2009 2019
Only 11% of retail sales are online.
#DigitalTrends Source: Jumpshot analysis of Commerce Dept dataThe “Cyber 5 Boost” Hits a New High
The “Cyber 5 Lift” Hits a New High
↑ Consumer spending 500%
2017 2018 2019
400%
326%
300%
↑ eCommerce growth
200%
100%
↑ Retail holiday impact 0%
Thanksgiving Black Friday Black Saturday Black Sunday Cyber Monday Total of Cyber 5
Average US daily Internet purchases during Cyber 5 vs. Q3; no change = 0%. Across 38 major retailers.
#DigitalTrendsAnxiety & Uncertainty Underlie Economic Confidence
While 69 percent of
Americans say they are
satisfied with their overall
financial situation today, a
majority — 56 percent —
also say they feel
“anxious and uncertain
because the economy still
feels rocky and
unpredictable.”
NBC News poll
#DigitalTrends20202020 Trends: Society, Home, Lifestyle As we enter the second decade of the second millennium we find ourselves in a world that is unpredictable and changing daily, challenging the learned logic of conventional science and culture
Broad Socio-Economic Trends 2020
Global Power Shift Aging Populations Climate Emergency New Economics
The global power balance is shifting as According to the WHO, the number of Climate adaptability is no longer a strategy; The unregulated markets shaping the
Western countries begin to lose their grip people aged 60+ will outnumber children it's a critical consideration for long-term global economy have also led to the
and influence on global trade. New under five years old by 2020. Companies growth, as consumers prioritise conscious degradation of local communities and
nationalism, alternative trade routes and should look at ageing as an avenue to consumption, conscious commuting and natural resources. Post-growth economics
digital leapfrogging are tilting the influence explore an exciting new life stage, rather conscious corporate care. are seeing higher value placed on social
axis from West to East. than perceiving it as life-limiting. good over economic growth, and
consumer demand for corporate and
personal initiatives that prioritise the
environment and wellbeing.
© 2020 Jumpshot Inc. #DigitalTrends2020Key Societal Trends: Aging, Intimacy, Touch-and-Feel
Balancing Age Creating Intimacy The Tactile Internet
"While we can all expect to live We’re beginning to enter the
longer than previous generations, Human engagement will come to tactile realm - we will not only see
we must be attuned to the fact the fore in an era beset by social and hear virtual experiences, but
that the ageing experience is fragmentation, the loss of public feel them as well, as haptic
incredibly diverse." space, rising screen time and technologies help us navigate
- Sarah Douglas, director, The increasing isolation through increasingly mixed-reality
Liminal Space worlds
© 2020 Jumpshot Inc. #DigitalTrends2020Key Societal Trends: Seeking Security, Contentment
Survival mode De-Materialisation
in an era of natural and man-made As mindsets shift to prioritise social
disasters, adaptable and solution- and good over economic growth, 2022
based products will be built for will see the rise of limitarianism, and a
survival, protection and support questioning of what ‘enough’ looks like
© 2020 Jumpshot Inc. #DigitalTrends20202020 Trends:
Tech & Commerce
© 2020 Jumpshot Inc.Retail Trends 2020
Renting Social Transformation Serving the Hyperlocal
Responsibility Of Retail Underserved
Square Footage
© 2020 Jumpshot Inc. #DigitalTrends20202019 Obviously Another Tough Year for Brick-and-Mortar
NBC
2019 Bankruptcies
© 2020 Jumpshot Inc. #DigitalTrends2020Amazon Dominating, Diversifying
2,000
1,500
8.4% Conversion rate
11% Of page views are sponsored
27% YOY growth of owned brands
# of online 54% Of product search
1,000
transactions
(2019; in millions)
500
0
-35% 0% 35%
2019 YOY Growth
#DigitalTrends2020 The 2019 Jumpshot eCommerce 25Walmart Growing in Amazon’s Shadow
150
• #2 in most categories; #1 during Cyber 5
100
• Strengths: grocery, home, electronics
• No 3P marketplace = more pricing power
# of online
transactions
(2019; in millions)
• Lags Amazon in CVR, sponsored listings
50
0
-35% 0% 35%
2019 YOY Growth
The 2019 Jumpshot eCommerce 25;
#DigitalTrends2020 Amazon & ebay removedAlso Rising: Etsy, Omnichannel, & Digital Pure-Plays
50
# of online
transactions 25
(2019; in millions)
0
-35% 0% 35%
2019 YOY Growth
The 2019 Jumpshot eCommerce 25;
#DigitalTrends2020 Amazon, ebay & Walmart removedMarketing 2020 © 2020 Jumpshot Inc.
Marketing 2020 Trends
5G Goes Social Influence Becomes
Mainstream Gets Closer Conscientious
#DigitalTrends2020Influencers & the Transaction-Based Ecosystem
From WGSN’s Future Consumer 2021 Report
80MM 2.7% 75%
product views on Average of purchases
Amazon from Top conversion rate did not come
Headline from PBS 1,000 YouTube (vs. 0.5% from via the
influencers in 2018 YouTube ads) influencer’s link
#DigitalTrends2020Summing Up… © 2020 Jumpshot Inc.
CES Wrap-Up: What Tech Is Ready to Cross the Chasm?
• Foldables: TVs, laptops, phones
• Apple: Airplay support for smart TVs
• Food: Impossible Burger 2.0, Impossible Pork
• Home: Google/Alexa powered devices, Linksys Wellness Pods
• Skincare: L’Oreal’s Perso combines AR, AI, personalization, elegant design
• VR: Oculus Quest (wireless, $399), HTC Vive Pro Eye (visual menu navigation)
© 2020 Jumpshot Inc.Dr. K’s Top Take-Aways
• Dominators keep rising: Success means carving out territory you can own (marketplace niche, market
segment, retail holiday, etc.)
• Generations moving into new lifestages = opportunity (e.g., Millennials driving Chewy & Wayfair success)
• The New Data Imperative: Competitive intelligence, consumer insight, & marketplace mapping more
important than ever
• Transaction-based ecosystem: Digital advertising shifts from views to purchases
© 2020 Jumpshot Inc.
#DigitalTrends2020Dr. K’s Top 10 Predictions for 2020
1. Consumer Demand (& all things digital) Keep Rising
2. The Retail Paradox Intensifies: More Stores Will Close, but Omni-Channel Accelerates
3. Grocery Shake-Up: Amazon Simplifies Offerings to Fend Off Walmart’s Growth
4. Amazon Wins the “Shipping Wars”: “CRaP” Reversal and “Lifestyle Integration”
5. “Retail Media” Goes Mainstream: Sponsored Listings Will Hit New Highs
6. Brand-Retail Innovation: New Models, a la Target-DTC Partnerships
7. Google Becomes the New AOL: No-Click Searches Hit New Highs
8. Digital Travel Disruption: Google Hotels Continues Reshaping the Travel Ecosystem
9. Buying Growth: Paid Click-Through Rates Hit New Highs
10. Hulu Pulls Ahead in the Streaming Wars: Disney Flexes, While Netflix Dwindles
© 2020 Jumpshot Inc.
#DigitalTrends2020WGSN White Papers
WGSN creds slide
Pklaceholder WGSN CREDS SLIDE
Future Consumer
2021: http://bit.ly/fc2021wgsn
Gen X: http://bit.ly/genxwgsn
Gen Z: http://bit.ly/genzwgsnQuestions
Every search. Every click. Every buy.
On every site. ?
Jumpshot delivers digital intelligence from within the Internet's
most valuable walled gardens. Our global panel helps brands
understand consumer trends and digital journeys.
Stephen Kraus Joe McDonnell
Head of Digital Insights Global Head of Insight
Steve.Kraus@Jumpshot.com Joe.McDonnell@wgsn.com
WGSN is the world’s leading trend authority for creative
thinkers in over 94 countries. Our services cover consumer
insights, fashion and lifestyle forecasting, data analytics,
crowd-sourced design validation and expert advisory services.PRESENTERS MODERATOR
Q&A Dr. Stephen Kraus
Head of Digital Insights
Jumpshot
Joe McDonnell
Head of Insights
WGSN
Leo Scullin
VP of Industry Programs
Mobile Marketing Association
Steve.Kraus@jumpshot.com Joe.McDonnell@wgsn.com leo@mmaglobal.com#ShapeTheFuture® with the MMA
UPCOMING MMA WEBINARS UPCOMING MMA EVENTS
The 2020 State of Mobile for Marketers
Tuesday, February 25th DATA Unplugged: Future of Data in Marketing
April 1, 2020
Sponsored by: App Annie New York City
MATT Unplugged: Future of Attribution
May 5, 2020
New York City
IMPACT: Build The Future
May 18 – 19, 2020
New York City
MOSTT Unplugged: Future of Marketing Organization Design
June 9, 2020
New York City
44
www.mmaglobal.com/webinars http://www.mmaglobal.com/eventsMMA PROGRAMS & INITIATIVES
Currency Internet of Location Mobile Mobile
Measurement Things Games Messaging
Mobile Native Mobile Mobile Shopper Mobile Privacy
Advertising Programmatic Marketing Video
45Thank you!
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