By Geoff De Weaver, CEO + Founder of Touchpoint Entertainment Inc.
As we approach Q4/2015, I think it’s a good time to review my past predictions for 2015 and forecast and focus on trends leading into 2016. In January 2015, I forecast the following trends and they are all really getting some amazing traction.
Here’s a quick review of just three:
PREDICTION 1: The Music Industry will have to learn to ‘adapt to digital disruption or die’
RESULT: Apple unveiled Apple Music™, on June 8, 2015. This is a single, intuitive app that combines the best ways to enjoy music. In fact, Streaming has overtaken download revenue in no fewer than 37 markets with subscription revenue now worth 23 per cent of the total digital market. It is estimated that more than 41+ million people worldwide now pay for a music subscription, up from just eight million in 2010.
The rise of streaming. Importantly, it’s become a positive characteristic of international music markets in 2015 with the continued surge of fans and consumers in the uptake of streaming services. Much of which is driven by young consumers with little or no experience of owning their own ‘hard-copy’ of the music and are therefore, less geared to traditional ownership models.
Importantly, Facebook has revealed a new live streaming video service on August 5, 2015 to allow celebrities to interact with their fans, its called Live.
Read more here: http://newsroom.fb.com/news/2015/08/connect-with-public-figures-through-live/ and watch an example of of how Luke Bryan premiering an exclusive track from Facebook on his new album on LIVE: https://www.facebook.com/lukebryan/videos/10153481752906031/
Facebook so far has signed up Dwayne The Rock Johnson, Serena Williams, Luke Bryan, Ricardo Kaká, Ashley Tisdale, Lester Holt, Martha Stewart, Michael Bublé and more to use the service – but it only allowing celebrities to access it. Watch out Twitter’s Periscope and Meerkat – Facebook is the 800 lb Gorilla in the space now!
In fact, every day, athletes, musicians, politicians and other influencers use Facebook Mentions to share and connect with their fans, and more than 900+ million people are connected to public figures on Facebook.
Bottom-line – If Facebook can use the same reach that attracted celebrities to Facebook in the first place to invade live streaming, it could create tons of compelling video content to fill its feed and mask its ads. That’s my call.
PREDICTION 2: ‘Mobile-first’ technology takes off as more and marketers are expanding into the lucrative ‘digital natives’ market. (Note: Digital Native = A catch-all category for children who have grown up using technology like the Internet, computers and mobile devices.)
RESULT: Web and mobile continue to be the platforms getting all the BUZZ now, but by 2018, TV’s share of ad revenue will fall to less than 40% whilst digital’s will continue to grow by at least 35%.
PREDICTION 3: Fan experiences will be enhanced by using powerful real-time, data-mining algorithms to facilitate and customize their enjoyment. Fans will continue to drive and push for more content, convenience and customization.
RESULT: The NBA, MLB and NHL are already exploiting real-time mobile and social media posts in their various arenas as well as globally. And, when Twitter launched Twitter Amplify in 2014, sports fans loved the innovation as it helped transform how fans engage with teams and sponsors. Best yet, using big-data, provided rich insights for sponsors and is revolutionizing sports and how they are presented to fans.
Twitter Amplify allows the NFL to send promoted tweets to over 284 million users, consisting of up-to-the-second highlights from select games, equipped with a short video advertisement from partners like McDonalds and Verizon. So far, the program has proven to be a big winner for the NFL, which has dubbed itself the “Champ of Twitter’s Amplify Program.”
In fact, up to 30 million consumers interact with the NFL via Twitter, with videos commanding a 5 percent view rate, rising in the off-season to the high single-digits. Now that’s impressive!
Note: TV ad targeting lets brands extend and enhance their TV commercials with Promoted Tweets. By understanding not only where TV ads run, but which users tweeted about the programs where specific TV commercials have aired, Twitter gives brands the opportunity to continue the conversations they start, with an engaged audience on Twitter.
Here’s my “Trending Hot List’ leading into 2016:
- Snapchat will become a standard marketing platform. People today love the spontaneous nature of Snapping a photo or a video, adding a caption, and sending it to a friend. Snapchat is the ultimate platform for making consumers feel connected and unique at the same time.
With 2016 presidential candidates like: Hillary Clinton, Jeb Bush, Sen. Rand Paul, Sen. Marco Rubio, former Maryland Gov. Martin O’Malley, and former Texas Gov. Rick Perry, etc. all needing to connect with voters, the writing on the wall should be clear enough for marketers to see.
Additionally, I believe no ‘new’ platform holds more potential to revolutionize the use of digital technologies in the 2016 Presidential campaign cycle than Snapchat, this messaging app has become wildly popular with both Millennials and teenagers.
If you are looking for 2016 updates on Snapchat, I recommend you follow “WSJPolitics,” e.g.@WSJPolitics – where WSJ reporters are sharing snaps from campaign events and rallies as we follow the race to the White House.
- Oculus Rift will reshape e-commerce, especially with the Generation Z (Post 1990’s) and the Millennials.
Oculus Rift wants to make it possible to experience anything, anywhere, through the power of virtual reality. Why this will become hot? It’s the first low-cost Head Mounted Display suitable for real home virtual reality.
It is easy to develop for and it is already supported by the major game engines. It also has a very robust SDK and is easy to incorporate into games.
With, approximately 90% households having at least one device for playing interactive games, and 86 per cent of parents who consume video games with their children – this is a Paradigm Shifter. Oculus Rift will inevitably have a huge impact on the way that marketers engage consumers.
- Buy Buttons from Facebook, Google + Twitter will be ‘Game-changers’ The BUY Buttons are optimized for Mobile Marketing and greatly minimize the friction to purchase at “Moment of Interest”
- Location-based marketing will go more mainstream. Especially, with in-venue experience and over-the-top content delivery. Fans demand content even if they aren’t in a venue consuming content.
The typical TV viewer or fan today is a multi-tasker, switching between their smartphone, tablet, laptop and television as many times as 27 times per hour. In 2016, marketers will begin to see that ‘location’ is the new ‘cookie.’ It represents a way to track the movements of fans and consumers across the day and by media types, inclusive of TV, Radio and Digital Out Of Home (DOOH).
In fact, the NFL predicts that as many as 80% of their fans watch their games on a second screen.
- Wearable technology will boom in 2016, up to 30% – smart watches, smart glasses, personal health and fitness products will be worth USD 101.2 billion in 2018. The vast majority of the growth is driven by smart watches and smart glasses.
- Social Media and Mobile Habits are Changing Rapidly – especially with 12-24 year olds Internet usage. They are really moving more aggressively to all the highly Visual content. Look at how the consume” Instagram, Snapchat and Pinterest.
Unparalleled customer and fan experience, mobile first thinking, convenience and certainty must be your high priorities today. Evolving technologies, and new insights gained from big data, in real-time will be used to craft more relevant and personalized content more effectively through a growing array of multimedia platforms. In conclusion, for social media, mobile and marketing today – authenticity and deep personalization is a MUST.
My forecast is for more athletes or celebrities e.g. like Tom Brady, LeBron James or Katy Perry – to manage and own their own authentic messages and brands with platforms like Facebook, Twitter, Instagram.
Finally, whether you are a 25-year marketing veteran or an Intern just starting out, today’s digital, tech and mobile environment is in for a huge Paradigm Shift. Don’t fight the change! You just need to become more flexible and innovative in order to deliver the best strategic planning and results in 2016.
More About Geoff De Weaver:
Hailing from New York; Geoff De Weaver is the driven, passionate and charismatic entrepreneur, lifestyle guru behind Touchpoint Entertainment Inc. Geoff is a catalyst for change, coach and a strategist for success.As a CEO + Founder, Geoff is always on the lookout for the latest business innovation, sporting trends, music trends and for the latest ways to engage with people; from mobile and streaming technologies, to live events, music, sports marketing, entertainment and customer/fan experience.Geoff has a global 25-year background of representing some of the world’s most iconic worldwide brands including: Coca Cola, IBM, IMG, P&G, Microsoft, Nike, British Airways, Wells Fargo, EA Sports, MasterCard, E*Trade, Nestle, Air France, AT&T, VISA, Unilever, EA.com, Ferrari, American Express, P&G, Trend Micro, Acer Computers, BMW, Shutterfly.com, Mars, Pfizer, TiVo, EarthLink Internet, Telstra and others.
- Top 0.5% Worldwide on Twitter Globally
- Top 1% Influencer on LinkedIn and 32+ million network on LinkedIn worldwide
- Top 1% Most Viewed Profiles on LinkedIn
- Geoff is a Digital Pioneer, Data-Driven, Entrepreneur, Coach + Innovator.
A selection of self-penned published e-books exploring such spheres as: Social Business, Social Media, LinkedIn etc, all currently available at: Amazon: http://www.amazon.com/Geoff-De-Weaver/e/B007DAEKFG
Feel free to get in touch with Geoff for further information:
- Personal Website: geoffdeweaver.com
- LinkedIn: https://www.linkedin.com/in/geoffdeweaver
- Twitter: @geoff_deweaver
- Email: firstname.lastname@example.org
- Facebook: https://www.facebook.com/public/Geoff-De-Weaver