the top digital trends for 2020: what brands & retailers ...wgsn creds slide pklaceholder wgsn...

The Top Digital Trends for 2020: What Brands & Retailers Need to Know to Thrive in the Year Ahead

MMA Webinar SeriesJanuary 14th, 2019

MMA is the Global Industry Trade Assoc. for Marketing

Started in 2003; turned around in 2013

Marketer led; plus media sellers, tech and agencies

800+ corp. members worldwide

55+ team worldwide

Operations in 15 countries

25+ conferences in 15 countries

MMA

APAC

MMA

EMEA

MMA

LATAM

MMANo.

Amer.

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1. Brazil2. Argentina3. Mexico4. U.S.5. China6. Indonesia7. India8. Vietnam9. UK10. France11. Spain12. Germany13. Turkey14. Middle East15. South Africa

MMA is only group that is “big tent” and global. Our programs bigger than just mobile MMA is (uniquely) the Whole Marketing Ecosystem

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1. Great Governancea. Board mix & leadership

2. Must Attend Events3. Great Initiatives

1. Fewer bigger programs

Components of Successful Trade Group

Marketers

Agencies

Media Sellers & Platforms

Enabling Tech

Fundamentally, MMA is about defining the future of marketing, & then marching the industry in that direction

Focus of Trade Groups

MMA’s Purpose

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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

MANAGING YOUR QUESTIONS

5

Share the Insights

#MMAWeb

MMA IS 800+ MEMBERS STRONG GLOBALLYMARKETERS, AGENCIES, MEDIA SELLERS, TECHNOLOGY & OPERATORS

MMA RESHAPING THE FUTURE OF MARKETING

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SMoXMobile ROI Research

MATT Marketing Attribution Think Tank

MOSTTMarketing Org Structure Think

Tank

SMARTIESAwarding Best in Class Mobile

Campaigns

Industry Working Groups Driving the Future of Mobile

CEO & CMO Summit Annual Mobile Think Tank

Guidelines & Best Practices Viewability, Location, Native

and more

MM25 Marketer Peer GroupTackling Core Issues for

Marketers

Shared Knowledge of 800+ Members

From the Entire Mobile Ecosystem Worldwide

1,000+ Mobile Case StudiesInspiring Creative Innovation

SAVEFuture of Brand Safety Council

20 MMA Events in 15 Countries

PRESENTERS MODERATOR

Dr. Stephen KrausHead of Digital [email protected]

Leo ScullinVP of Industry ProgramsMobile Marketing [email protected]

Joe McDonnellGlobal Head of [email protected]

mailto:[email protected]



#DigitalTrends

2020

Top Trends for 2020 & Beyond

What Brands and Retailers Need to Know

to Thrive in the Years Ahead

© 2020 Jumpshot Inc.

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#DigitalTrends2020

Stephen Kraus

Head of Digital InsightsBehavioral Data Fiend,

Harvard Ph.D., Author,

Hacky Comedian

Joe McDonnell

Global Head of InsightAdman Turned Trend Forecaster

Psychographic Focus

Cycling Enthusiast

Two-Headed VisionaryGod of Beginnings, Endings,

Time, Duality, Transitions

and Doorways

Janus

Roman God

Today’s Hosts: Two Insights Pros & a Roman God

#DigitalTrends2020

Jumpshot: Every Search, Click & Buy. On Every Site.

Consumer and

competitive insights

across the Internet

1,500+ Websites

Insights specific

to your category

& brand

1,615 Categories

300M Shopping Events

10s of Millions of Panelists

Make confident

decisions with

accuracy

5B Clicks Per Day

1M Brands

600+ Retailers

Accurate Comprehensive Actionable

188 Countries

As of 12/15/19#DigitalTrends2020

WGSN creds slide

Pklaceholder WGSN CREDS SLIDE WGSN

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 understandingthe consumer

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Consumer Insights,

Retail Strategy, Marketing

Insight Fashion

Creative Direction,

Design, Category Buying

New Product Development

Category Management

Brand Management

Beauty

Creative Direction,

Experience Design,

Packaging Design, Category Buying

Lifestyle & Interiors

Mindset

Business Strategy

Retail and Marketing Direction

Creative Direction


A Brief Look Back: The 2019 Year-in-Review

Did you know… Blade Runner was set in 2019?


2019: The Year In Search

Top 2019 Search Terms on Google

hurricane dorian

disney plus

avengers endgame

cameron boyce

nipsey hussle

jeffrey epstein

game of thrones

wizard of oz

bmw

doordash

stranger things

astros

popeyes

peloton

snake

jeffree star

snake game

carvana

clima

Top Trending

2019 Search

Terms on

Google

nintendo switch

laptop

wireless earbuds

airpods

headphones

ipad

fire stick

fitbit

air fryer

roku

tablet

bluetooth headphones

ssd

kindle

gaming chair

tv

instant pot

micro sd card

toilet paper

game of thrones

Top 2019

Search

Terms on

Amazon

Source: Google; Jumpshot#DigitalTrends2020


How ConsumersLooked at 2019

U.S. Equities Hit New Highs Despite Economic Anxiety

Dow Jones Industrial Average (DJIA; past

100 years)

DJIA

2019

#DigitalTrends2020

Triple-Whammy Drove a Strong Holiday Season

↑ Consumer spending

↑ eCommerce growth

↑ Retail holiday impact

Consumer Confidence at a 10-Year High

#DigitalTrends2020

eCommerce Accelerating, with Plenty of Room To Grow




eCommerce Growth Hits Seven-Year High

0

50,000

100,000

150,000

200,000

eCommerce

Sales

($ millions,

by quarter)

eCommerce

Growth

20192001

+17.6%

2009

Only 11% of retail sales are online.

Source: Jumpshot analysis of Commerce Dept data#DigitalTrends

2020

The “Cyber 5 Boost” Hits a New High




The “Cyber 5 Lift” Hits a New High

0%

100%

200%

300%

400%

500%

Thanksgiving Black Friday Black Saturday Black Sunday Cyber Monday Total of Cyber 5

2017 2018 2019

Average US daily Internet purchases during Cyber 5 vs. Q3; no change = 0%. Across 38 major retailers.

326%

#DigitalTrends

2020

Anxiety & 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

#DigitalTrends2020

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

2020 Trends: Society, Home, Lifestyle


Broad Socio-Economic Trends 2020

The unregulated markets shaping the

global economy have also led to the

degradation of local communities and

natural resources. Post-growth economics

are seeing higher value placed on social

good over economic growth, and

consumer demand for corporate and

personal initiatives that prioritise the

environment and wellbeing.

Climate adaptability is no longer a strategy;

it's a critical consideration for long-term

growth, as consumers prioritise conscious

consumption, conscious commuting and

conscious corporate care.

According to the WHO, the number of

people aged 60+ will outnumber children

under five years old by 2020. Companies

should look at ageing as an avenue to

explore an exciting new life stage, rather

than perceiving it as life-limiting.

The global power balance is shifting as

Western countries begin to lose their grip

and influence on global trade. New

nationalism, alternative trade routes and

digital leapfrogging are tilting the influence

axis from West to East.

#DigitalTrends2020

Global Power Shift Aging Populations Climate Emergency New Economics

https://www.wgsn.com/content/board_viewer/#/81654/page/8


Balancing Age

"While we can all expect to live

longer than previous generations,

we must be attuned to the fact

that the ageing experience is

incredibly diverse."

- Sarah Douglas, director, The

Liminal Space

Creating Intimacy The Tactile Internet

Human engagement will come to

the fore in an era beset by social

fragmentation, the loss of public

space, rising screen time and

increasing isolation

We’re beginning to enter the

tactile realm - we will not only see

and hear virtual experiences, but

feel them as well, as haptic

technologies help us navigate

through increasingly mixed-reality

worlds

Key Societal Trends: Aging, Intimacy, Touch-and-Feel

#DigitalTrends2020


Survival mode De-Materialisation

As mindsets shift to prioritise social

and good over economic growth, 2022

will see the rise of limitarianism, and a

questioning of what ‘enough’ looks like

in an era of natural and man-made

disasters, adaptable and solution-

based products will be built for

survival, protection and support

Key Societal Trends: Seeking Security, Contentment

#DigitalTrends2020


2020 Trends: Tech & Commerce


Retail Trends 2020

#DigitalTrends2020

Renting Social

Responsibility

Transformation

Of Retail

Square Footage

Serving the

Underserved

Hyperlocal


2019 Obviously Another Tough Year for Brick-and-Mortar

#DigitalTrends2020

2019 Bankruptcies

NBC

Amazon Dominating, Diversifying

0

500

1,000

1,500

2,000

-35% 0% 35%

# of online

transactions (2019; in millions)

2019 YOY Growth

The 2019 Jumpshot eCommerce 25

8.4% Conversion rate

11% Of page views are sponsored

27% YOY growth of owned brands

54% Of product search

#DigitalTrends2020

Walmart Growing in Amazon’s Shadow

0

50

100

150

-35% 0% 35%

# of online


2019 YOY Growth

The 2019 Jumpshot eCommerce 25;

Amazon & ebay removed

• #2 in most categories; #1 during Cyber 5

• Strengths: grocery, home, electronics

• No 3P marketplace = more pricing power

• Lags Amazon in CVR, sponsored listings

#DigitalTrends2020

Also Rising: Etsy, Omnichannel, & Digital Pure-Plays

0

25

50

-35% 0% 35%

# of online


2019 YOY Growth

The 2019 Jumpshot eCommerce 25;

Amazon, ebay & Walmart removed#DigitalTrends2020


Marketing 2020

Marketing 2020 Trends

5G Goes

Mainstream

Social

Gets Closer

Influence Becomes

Conscientious

#DigitalTrends2020

Influencers & the Transaction-Based Ecosystem

From WGSN’s Future Consumer 2021 Report

Headline from PBS

80MM product views on

Amazon from Top

1,000 YouTube

influencers in 2018

2.7% Average

conversion rate

(vs. 0.5% from

YouTube ads)

75% of purchases

did not come

via the

influencer’s link

#DigitalTrends2020


Summing Up…


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)


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

#DigitalTrends2020


Dr. 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#DigitalTrends2020

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Pklaceholder WGSN CREDS SLIDE WGSN White Papers

Future Consumer 2021: http://bit.ly/fc2021wgsn

Gen X: http://bit.ly/genxwgsn

Gen Z: http://bit.ly/genzwgsn

http://bit.ly/fc2021wgsn

http://bit.ly/genxwgsn

http://bit.ly/genzwgsn

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.

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.

Questions

?

Stephen KrausHead of Digital Insights

[email protected]

Joe McDonnellGlobal Head of Insight

[email protected]

PRESENTERS MODERATOR

Leo ScullinVP of Industry ProgramsMobile Marketing [email protected]

Q&ADr. Stephen KrausHead of Digital [email protected]

Joe McDonnellHead of [email protected]




#ShapeTheFuture® with the MMA

44

www.mmaglobal.com/webinars

DATA Unplugged: Future of Data in MarketingApril 1, 2020New York City

http://www.mmaglobal.com/events

UPCOMING MMA WEBINARS UPCOMING MMA EVENTS

The 2020 State of Mobile for MarketersTuesday, February 25thSponsored by: App Annie

MATT Unplugged: Future of AttributionMay 5, 2020New York City

IMPACT: Build The FutureMay 18 – 19, 2020New York City

MOSTT Unplugged: Future of Marketing Organization DesignJune 9, 2020New York City

http://www.mmaglobal.com/webinars

http://www.mmaglobal.com/events

MMA PROGRAMS & INITIATIVES

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Currency Measurement

Internet of Things

Location Mobile Games

Mobile Messaging

Mobile Native Advertising

Mobile Programmatic

Mobile Shopper Marketing

Mobile Video

Privacy

Thank you!

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