2015 digital trends by beyond

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  • 12 Trends for 2015 What Marketers Should Be Thinking About in DigitalA Beyond Report

  • IntroductionWhats in this report?

    In this report we will cover 12 trends we think will shape digital in 2015. In 2014 we saw marketing spend big on technology, a sharper focus on user experience design, and a resulting shortage in good UX designers. As predicted, 2014 was the year mobile finally became the primary way people consume digital in the US and UK. In 2015, successful marketing will become more dependent on the effective use of technology, but marketing technologists will need to better understand the human dimension of the experiences they digitise. They will also need to think more clearly about "little data" - and how brands can create more user value from the highly personal data they generate online. Lastly, all of this will be delivered through new user interfaces on devices we don't even have names for today. These broad themes are brought to life in the following 12 trends that will shape 2015.

    How to use it?

    We have divided these trends into timely priorities (Trends to Prepare for Now) and longer-term priorities (Trends to Start Thinking About).

    Trend To

    Prepare For

    Now

    Trend To

    Start Thinking

    About

  • Summary: The 12 Trends

    Strong image strategies will drive better conversion rates:

    smart brands will optimise for the growing image economy that is driving the shift to a visual web.

    1

    2 Bare your data, innovate faster: APIs and open data streams allow for faster and cheaper innovation, creating more value for users and boosting brand love in return.

    3 Buying on mobile will be better than on a PC: 2015 will see m-commerce benefit from UI and payment integration improvements that will make buying on mobiles mainstream.

    4 User Interfaces will simplify as everything becomes connected: in a world of mobiles and wearables, UIs will simplify

    dramatically, and Android/iOS changes will force developers to rethink how services are delivered to users.

  • Consumers will recognise their data value: the backlash

    against the collection of consumer data is growing and brands need to prove value and transparency or face being overlooked in favour of more trusted brands.

    9

    10 Your phone will become smarter than you: mobile services will use more contextual information to begin anticipating user needs before users have them.

    11 Your data will do your work for you: brands will increasingly make behavioural data available to customers to aid them in their decision-making.

    12 Automated marketing won't be good enough: as marketing becomes increasingly technology-driven, brands are increasingly at risk of losing the human touch.

    In-store digital experiences will revolutionise commerce:

    2015 will see in-store digital experiences becoming more common, with online e-commerce leaders moving into physical spaces, sparking new innovations.

    5

    6 Sensors will drive super-smart, proactive products: Our mobiles are now packed with sensors giving developers the opportunity to use new personal data streams to mesh peoples physical and digital experiences.

    7 Brands will still struggle to embrace digital: digital transformation is a key priority for brands, but without genuine investment from the C-suite, initiatives will struggle to make an impact.

    8 Companies will waste money assimilating big data: deriving insights from big data has underappreciated pitfalls that will disappoint many.

  • - Hal Varian, Google

    Strong image strategies will drive better conversion rates1

    Trend To Prepare For

    Now

  • - Hal Varian, Google

    Creation, engagement, and sharing of images driving transition to a visual web

    Photos taken in 1998:

    8 Billion Photos taken in 2014 (est.):

    880 Billion

    Images shared per day in 2014:

    1.8 Billion - 150% increase from 2013 and

    515% increase from 2013

    Creation Engagement with brands Sharing

    Instagram

    Facebook

    Twitter

    G+0 0.4 0.8 1.2 1.6

    Engagement Rate

    Trend To Prepare For

    Now

    Sources: Kodak, Yahoo, L2,Kleiner Perkins

  • 1. Strong image strategies will drive better conversion rates

    Whats the trend?

    In 2015 brands need to think about visual optimisation of their content. Images communicate ideas at least 20 times faster than text (Potter et al, Kriegl et al) and consumers are far more inclined to click through to content which includes high quality images of their products and services.

    Where are we seeing it ?

    According to Bing, nearly 10% of all organic searches are for images, and 40% of all search results contain some kind of visual component. By September 2014, image search traffic had a conversion rate 11% higher than non-image organic search traffic.

    Trend To Prepare For

    Now

  • - Hal Varian, Google

    Bare your data, innovate faster2

    Trend To Prepare For

    Now

  • - Hal Varian, Google

    Combine and recombine internet components in ways that create totally new innovationsHal Varian, Google

    Combinatorial Innovation:

    0

    3500

    7000

    10500

    14000

    2005 2007 2009 2011 2013APIs

    Explosive use of web services which brings plugnplay innovation based on combining data streams is key to driving fast new innovation

    Trend To Prepare For

    Now

  • 2. Bare your data, innovate faster

    Where are we seeing it ?

    We will see more companies following the example of Uber, which opened its API and allowed partners like Starbucks, Time Out and TripAdvisor to build on its functionality. Users can now see pickup times and fare estimates on these apps, rather than having to open the Uber app evidently, shared data has improved functionality and user convenience.

    Trend To Prepare For

    Now

    Open API Build on Functionality

    Whats the trend?

    We will see brands achieve competitive advantage over their rivals by opening their data and functionality APIs up to the developer community. This digital trend counters the traditional closed R&D approach taken by offline brands for the last 100 years.

  • Buying on mobile will be better than on a PC3

    Trend To Prepare For

    Now

  • 3. Buying on mobile will be better than on a PC

    Whats the trend?

    NFC mobile payments are finally here on both Android and IOS. But the biggest m-commerce breakthrough might come with Apple Pays eventual incorporation into Safari on the iPhone. This would allow people to purchase items seen on screen with a single fingerprint, removing the hassle of entering credit card numbers and customer details.

    Where are we seeing it ?

    Mobile device conversion rates for e-commerce have long lagged those on PCs with smartphone conversion rates often reported at a 1/3 of that of desktops. Conversion rates for smartphone on mobile optimised sites are 160% higher than on non-optimised equivalent. We expect to see UI and payment integration improvements coming in 2015 to further increase this differential.

    Trend To Prepare For

    Now

  • User interfaces will simplify as everything becomes connected

    4

    Trend To Prepare For

    Now

  • New devices, new UIsMicro-interactions Glanceable UI

    Hyper personalised moments that are easy to action with instant

    gratification

    Providing the minimal required information to elicit a

    meaningful action

    Trend To Prepare For

    Now

  • 4. User Interfaces will simplify as everything becomes connected

    Whats the trend?

    As more things become connected to the Internet featuring a wide range of non-standard displays and interfaces (from smart watches to Oculus Rift glasses), brands will need to re-think how they present information and deliver services to users across these devices.

    Where are we seeing it ?

    Mobile design has already started moving in the direction of greater simplicity. Glanceable user interfaces such as bite-size cards lend themselves to smaller devices and take friction out of user interactions. Both Apple and Android are redesigning their operating systems around the concept of notifications that will let users fully engage with their surroundings without the need to open an app.

    Trend To Prepare For

    Now

  • In-store digital experiences will revolutionise commerce5

    Trend To Prepare For

    Now

  • 5. In-store digital experiences will revolutionise commerce

    Whats the trend?

    With previously online-only brands such as Amazon, E-Bay and FourSquare starting to expand their offering into brick and mortar high street locations, the in-store retail experience will become increasingly driven by technology in 2015.

    Where are we seeing it ?

    Mirrors that double as massive touch screens can assimilate personal data and suggest complementary "looks" and accessories to the clothing you try on in front of them. Stores will recognise users of the brands mobile app as they enter, allowing staff to offer a more tailored service. As omni-channel retailing enters the mainstream, it will set the standard for more traditional high street brands who are playing catch-up on building their e-commerce offerings.

    Trend To Prepare For

    Now

  • Sensors will drive super-smart, proactive products6

    Trend To Start Thinking

    About

  • The Wireless World Research organisation

    predicts 7 trillion sensors by 2017.

    Types of sensors used in smartphones:

    at least 14

    Trend To Start Thinking

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