Trends Identified
THE RISE OF THE SUPER CMO
The CMO has been in the press a lot recently As the complexity of the marketing function rapidly increases, many CMOs are becoming nervous about the future — not only for their organisations, but also for their careers. However, a rising number of CMOs are attuned to how marketing is transforming, and are taking the necessary steps to ensure that they (and their organisations) can survive and thrive in the age of rampant disruption. This may be a long-term platform for radical change, or a shift to doing more transformational things on a smaller scale. It may be about rethinking the role technology plays, or shifting culture, or adding new capabilities. Whatever the nature and whatever the degree, almost all CMOs and their organisations are in some kind of Marketing Transformation, and if they’re not, they’re most likely thinking about it.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
IN B2B, A NEW CULTURE OF BUSINESS IS EMERGING
How businesses do business is changing Let’s get one thing straight — the era of B2Boring is over. Not because most B2B companies have changed the way they do B2B (they haven’t — yet), but because there are forces at play that are changing expectations — for customers, companies and within broader culture. The archetypal price and features-driven B2B buyer is swiftly becoming extinct. Individuals are looking for more than ‘ticking boxes’ and pleasing the ‘higher ups’. Instead, a new generation of both workers and companies have come of age and are changing the way decisions are made, products and services are marketed, and the role business are engaging in broader culture and society. We call this emergent trend the new culture of business.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
VOICE, NOT JUST A TREND
In the past two years we’ve profiled the emergence and adoption of ‘voice’ as a way for customers to achieve what they set out to do in their daily lives. We identified bots in 2016 as an emerging trend; and in last year’s report – The End of Typing – we profiled the explosion of smart speakers from the likes of Amazon and Google amongst others as they sought to enter the home. Looking to 2019 it’s fair to say that we’ve reached critical mass in terms of the number of devices (phones, speakers, cars, and now even toilets!) that are voice-enabled with conversational user interfaces and voice assistants.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
THE 5G DREAM DEFERRED
5G will be the most important innovation since the internet As trials and commercial deployments become more prevalent in the news, and as whispers of 5G-enabled handsets start to emanate from smartphone manufacturers, we’re hearing more and more about the promise of 5G. There’s no doubt about it – 5G will absolutely revolutionise the way we work, play, shop and socialise. The speed, device density and latency that 5G will bring will make possible many of the most important innovations in the coming years: • Smart cities • Autonomous vehicles • Drone-based fulfilment • Predictive health services and robotic surgery • The 4th industrial revolution in manufacturing To name but a few. 20xfaster than 4G High bandwidth 1mslatency Low Latency 1mdevices/km2 Device Density
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
Augmented Reality Gets Real
Let’s get one thing clear: Augmented Reality is not a new thing. It has been a very, very slow burn. From BlippAR- integrated magazines to interactive head-tracking promotions for movies, creative technologists, brands with more money than sense, and agency innovation leads – you know the kinds of people we’re talking about – have been trying to make AR happen FOR YEARS. And let’s be honest: it hasn’t. But things are changing...
2018
Key digital trends for 2018
Ogilvy
The End of Typing
ComScore says that 50% of searches will be done by voice by 2020. Gartner believes that by 2020, 30% of searches won’t involve a screen at all. At present, Google says that 20% of searches in the U.S. on Android devices are done by voice. In the UK, Deloitte found that 36% of smartphone owners are aware of voice search and 11% use it regularly. 60% of people using voice have started in the last year, according to Mindmeld. Voice searches are three times more likely to focus on a local topic than a text search. And people are shifting to voice for the obvious reason: It’s easier and more efficient than typing.
2018
Key digital trends for 2018
Ogilvy
The Tragedy of the Commons in Influencer Marketing
Influencer marketing only works when the communications are authentic – from the perspective of the audience. When influencers are offered a load of cash to pimp the latest product or service, the audience is usually tolerant for a while. But when an influencer veers towards shill too often, credibility loss and audience erosion are sure to follow. We know this because we’ve seen it before – with celebrities. Will.i.am isn’t a particularly valuable partner for brands these days (in our opinion), because everyone knows he’s for sale. And yet, some agencies and lots of brands are happy to stump up to established and emerging digital influencers and expect that the influencer will become a spokesperson for the brand. Over time, this threatens to disrupt the opportunity for everyone as audiences question the credibility not just of individual influencers, but of the whole medium.
2018
Key digital trends for 2018
Ogilvy
The Amazon Awakening
Amazon will be the most important emerging platform for digital advertising in 2018. This is not about product pages. It’s about thinking of Amazon as a useful platform for advertising in every part of the sales funnel. And they’ve got the product suite to match.
2018
Key digital trends for 2018
Ogilvy
Seriously Serious
Digital marketing has grown up. So has the Web as a whole. Both the grown up practice and the grown up medium are facing serious challenges which will and must be addressed in 2018. GDPR represents a positive step. There is also an array of initiatives to address problems with fraud in digital display and confront client concerns about programmatic buying. Platforms are working to make measurement more transparent and deliver a clearer link between marketing activity and business outcomes. A lot of progress will be made in 2018, but not enough. Governments will have to make progress on state-sponsored hacking. The security industry will have to make big progress to protect us from the ever-increasing volume of madness. These are needs well beyond the purview of marketers and probably unrealistic for much progress in 2018.
2018
Key digital trends for 2018
Ogilvy
Invisible to visible
Standard practices can render the insights, perspectives, and opinions of individual citizens and residents invisible to those in government who are responsible for making decisions that affect them. Likewise, governments can face challenges in perceiving different scenarios and envisioning the various paths to positive future outcomes. Only once visible can these insights, perspectives and opinions become tangible and meaningfully engaged with. Governments are now taking innovative steps to make these invisible factors visible. By leveraging these newly visible elements, they are better equipped to make better decisions that affect their people, and to nudge citizens and residents to make better decisions as well.
2019
EMBRACING INNOVATION IN GOVERNMENT-Global Trends 2019
OECD