11 trends that are changing the marketing world

11 Trends That Are Changing the Marketing World

Trend Overview

- Mobile Drives Growth (p. 3)

- A Visual Age (p. 8)

- Technology Creates a More Personalized Experience (p. 13)

- The Rise of Marketing Hardware (p. 18)

- The People Behind the Brand (p. 21)

- Holistic Marketing (p. 25)

- Earned/Paid Convergence (p. 30)

- Controlling Content Distribution (p. 33)

- Consumerization of B2B Marketing (p. 36)

- Using Complex Data to Simplify (p. 39)

- A Renewed Focus on Metrics and Attribution (p. 42)

2

3

MOBILE DRIVESGROWTH

Mobile is growing faster than any marketing channel ever

US Digital Ad Spending(eMarketer, March 2015)

2013 2014 2015 2016 20182017

$32.44$10.67

$31.58$195

$29.89$28.72

$26.59$40.50

$24.96$49.81

$25.17$57.78

DesktopMobile

($s in billions)

Increasing Mobile Spend

The increasing spend on digital marketing is driven by growth in mobile and social. Brands will invest more in native mobile ads and DR-mobile ads, as they realize that mobile and social can drive bot-tom-of-the-funnel action as well.

Mobile Drives Growth

Mobile growth is fueling major acquisitions:- Twitter purchased Mopub

- Facebook purchased WhatsApp and LiveRail, which it recently turned into a mobile ad network

4

Facebook Net Ad Revenue Worldwide(eMarketer, Dec 2014)

2013 2014 2015 2016

55%45%

65%35%

27%73%

25%75%

DesktopMobile

(% of total)

Advertising in Emerging Mobile-Social Apps

Brands and the emerging class of mobile-social apps are starting to �gure out how to serve ads that are natively mobile and �t the user experience. In its early stages, brands are even experimenting with subversive ways to leverage these platforms. Innovation is largely being led by Asian platforms (Line and WeChat).

Discover allows Snapchat’s editorial partners to serve beautiful and intuitive native ads on the messaging platform

Popular Asian chat app, Line, introduced Line@, a way for brands to chat 1-to-1 or 1-to-many with consumers

Mobile Drives Growth

Ex Machina ran a native marketing stunt on Tinder at SXSW by creating a pro�le for the �lm’s main character, an AI bot

named Ava, who directed matches to the �lm’s website

Facebook’s Messenger app platform allows companies to build apps that integrate directly (such as Giphy) and gives

brands an opportunity to chat 1-to-1 with consumers

5

Rise of Deeplinking

As a consequence of the explosion of mobile, the communication between native mobile apps and from mobile web to mobile app needs to feel seamless. This will happen via intelligent deep linking and will eventually create an experience where mobile web and native mobile are indistinguishable.

As apps continue to dominate the mobile web, the number of active apps continues to grow, and unbundled single-use mobile apps (e.g. Instagram and Whatsapp as standalone Facebook apps) continue to gain in popularity, app to app communication is key. Several companies have raised a lot of venture capital to tackle this challenge, including AppsFlyer, Branch Metric, and URX.

20%

80% 86%

14%

2013 2014

Apps

Mobile Web

Percentage of Time Spent(Flurry Analytics)

0k

250k

500k

750k

1,000k

1,250k

1,500k

2010 2011 2012 2013 2014

Total Active Apps by Store(appfigures)

Apple Play Amazon

Mobile Drives Growth 6

Tracking the Mobile Customer Journey

The rise of mobile browsing is presenting a whole new set of challenges for tracking the customer journey. However, we are already seeing big improvements in solving the cross-device challenge.

Average Time Spent per Day by US Adult Usersof Each Major Medium, 2010-2014 (hrs:mins)

(eMarketer, September 2014)

2010 2011 2012 2013 20144:29 4:37 4:44 4:39 4:450:21 1:38 1:59 2:22 2:433:04 3:14 3:03 2:49 2:380:40 1:03 1:35 2:03 2:131:43 1:42 1:39 1:38 1:361:08 1:05 1:00 0:55 0:47

TVTabletDesktop/laptopSmartphone (nonvoice)RadioPrint

Cross-device advertising

Social advertising

Video advertising

Getting better results from real-time bidding

Mobile advertising

Measurement and attribution

70%

41%

45%

55%

61%

64%

Digital Advertising Topics that US Agency Media Proffessionals Would Like to Know More About in 2014

(% of respondents)(Conversant, April 2014)

The transition to people-based targeting with user pro�les/log-in data is a huge step forward. Services like Atlas allow marketers to track people’s activities and target them across devices (including apps).

As time spent on desktops/laptops declines, time spent on mobile devices (tablets and smartphones) has been on the rise.

Mobile Drives Growth 7

Now that high quality cameras are in virtually everybody's pockets (smartphones), visual media is the preferred method of communication

8

A VISUALAGE

Increasing Prevalance of Video

Video is the new photo—produced speci�cally for the respective platform. This year, there will be exponentially more original online video content (rather than repurposed) from brands.

3B 94%# of video views per day on Facebook, as of Jan 2015,

compared to 2 billion video views per month in 2010

YOY increase in videos shared on Facebook in the

US

1BNumber of Buzzfeed’s

monthly video views, up from 60 million in 2013

A Visual Age

50%YOY increase for the last

three years in video watch time on YouTube TV Newspaper Radio Search Other

DigitalOnline

Video AdsDisplayOther

Non-DigitalMobile

-2.8%-13.9% -16.8%

8.6% 6.0%

19.5%

2.9%6.7%

110.2%

Annual Growth of Advertising Revenue by Format, US, 2013-2016

(BI Intelligence)

9

Visual Networks in the Spotlight

From a marketing opportunity perspective, Pinterest and Instagram will mature the most this year, with massive leaps in ad products and targeting capabilities.

A Visual Age

Lots of advertising momentum on Pinterest: frequently rolling out

new ad products and announcing a buy button this year

Instagram launched clickable ads, �nally allowing brands to link

back to their websites

Following Facebook’s success with native video, Twitter has introduced native video in an

e�ort to become a more visual network

10

A Shift Toward Visual Storytelling

This trend mirrors the success mobile apps have had by focusing on the story. One way this will manifest is through brand video series/mini TV shows. Will consumers tune in?

Gap invested in an Instagram micro-series that takes advantage of the looped video to tell their story.

The New Orleans Saints were a Snapchat early adopter, sending stories to followers with behind-the-scenes footage and sneak peaks.

A Visual Age 11

Maturing Infrastructure for Visual In�uencers

There’s been a notable rising class of Internet celebrities on Instagram, Vine, YouTube, etc. As the in�uencer infrastructure continues to mature (agencies, technology, tracking, etc.), there will be a saturation because it’s increasingly easy to gain in�uence. All of these visual platforms are competing to be the home for these rising in�uencers.

PR �rm Weber Shandwick says they dedicate 20% of their clients’ budgets to social in�uencer marketing

20%

$30-$50Million

Twitter reportedly paid $30-$50 million to acquire Niche, an in�uencer talent agency

A Visual Age

iHeartRadio enlisted ultimate frisbee star and Vine in�uencer, Brodie Smith, to promote their summer pool party. Smith’s video (catching a frisbee on a jet ski) was looped over 6 million times.

6 million

$5k-$30k Brands are paying Vine in�uencers anywhere from $5,000-$30,000 per video, according to Gary Vaynerchuk

12

Vine in�uencer, Meagan Cignoli’s videos have been looped over 120

million times and she has won a Cannes Cyber

Lion for her work.

Successful marketers recognize that technology is a means to a better, personalized customer experience, not an end in itself

13

TECHNOLOGY CREATES A MORE PERSONALIZED EXPERIENCE

As marketing continues to converge with technology, it will be imperative for CMOs to be seen as technology leaders. At the same time, customer experience is still as important as ever, leading to a CMO split between Chief Technology O�cer and Chief Experience O�cer.

The Future CMO: Tech vs. Customer Experience

“By 2017 the CMO will spend more on IT than the CIO”—Laura McLellan, VP of Research, Gartner

...but at the same time...

Companies that focus on providing a superior and low e�ort experience across their customer journeys realized positive business results, including a 10-15% increase in revenue

growth and a 20% increase in customer satisfaction.—McKinsey Customer Experience Survey

...and...

“People are realizing that a key di�erentiator for companies is the user experience”—Carola Fellenz Thompson, CXO at Splunk

Technology Creates a More Personalized Experience 14

Increasingly, personalization at scale is possible and marketers will start to see more of this in everything from email marketing to personalized push noti�cations. For a long time, marketers have segmented their audience to serve messages that resonate—when marketers can feasibly create segments of one, marketing messages will be all the more powerful.

Personalization Scales

Companies are using machine learning technology and customer behavior data to provide 1-to-1 personalization for mobile apps. Personalized push noti�cation drives 4x

lift in retention for mobile apps (Forrester).

Technology Creates a More Personalized Experience

TripAdvisor personalizes emails based on what links users clicked on previous emails and what they did on-site. For

example, someone who searched for Seattle is more likely to be interested in an email that suggests checking

out Portland than Kansas City.

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Brands have started getting good at leveraging real-life events to drive mindshare in social in real-time. We're going to see more of this in non-social marketing channels, with email, display, and other campaigns triggered by and tied to real-time events.

Continued Growth of Real-Time Marketing

These NBA Store web banners changed based on the viewer’s market and the current weather, creating more powerful tailored

experiences.

For the Super Bowl, Coca Cola created multiple spots, enabling them to run the one that matched the game’s particular

circumstance. Brands have wanted to do RTM beyond social for a while, but now,

brands of all budgets are able to partake.

Famously, Oreo’s 2013 Super Bowl social media command center created the primary

real-time marketing example. Because of that, many other

brands are continuing to invest in real-time marketing, knowing its

potential success.


This trend is largely being led by social. Because social pro�les are consumers’ identities in the digital age, there is a treasure trove of consumer data. Brands will use this social data to make ad experiences like web banners more sophisticated through behavioral targeting built on identity and interests. As an added bene�t, sophisticated targeting eliminates wasteful spending on unintended audiences.

Personalization via Better Targeting

Unlike the incumbent cookie-based targeting that is browser-dependent and therefore limited to desktop measurement, Atlas’

people-based targeting goes a long way in unlocking cross-device targeting capabilities

Targeting based on social behavioral data, such as a post, tweet, or pin—personalized for real

social in�uencers and consumers


As consumers continue to become more mobile, brands are looking for novel ways to engage with customers on-the-go

18

THE RISE OF MARKETING HARDWARE

This year will mark the �rst forays into marketing on wearables. The early attempts are going to be ugly, invasive and there will be consumer backlash, but the time it takes marketing to hit new platforms is shrinking.

Marketing on Wearables

With the release of the Apple Watch this spring, brands will be investing in ways to capitalize on wearable-speci�c apps now that they will likely be mass-market.

Just like for mobile, the big question for brands is how do you create a novel marketing experience speci�cally designed for the wearable experience, rather than just a desktop ad on a smaller screen?


Beacon and other physical marketing hardware will see rapid adoption this year, with location-based promotions and improved in-store experience. This new digital engagement will help brands solve o�ine attribution.

Beacons...Beacons Everywhere

SXSW deployed 1,000 beacons to help attendees get the most out of their experience, such as �nding meetups and

other events of interest.

Macy’s partnered with Shopkick to put beacons throughout their stores giving customers personalized o�ers based on

past behavior and current location.

73 percent of shoppers say that the content and o�ers delivered by beacons as they roam a store increased

their likelihood of making a purchase, according to Swirl Networks, a beacon marketing platform.

In select stores, Urban Out�tters uses beacons to prompt customers to check-in and post content on social media to

unlock exclusive o�ers and information.

Technology Creates a More Personalized Experience

73%20

Despite the growing importance of technology in marketing, brands are �nding success by remembering that at the core, it is still about people

21

THE PEOPLE BEHIND THE BRAND

With the prevalence of technology in marketing, it’s increasingly important for brands to show their human side, via authenticity. Trust is at a premium and brands understand how important trust is when it comes to winning over customers for life.

Wave of Authenticity

There is a movement to make doing something good a part of a brand’s DNA—such as celebrating who people really are vs. societal “ideals” (Dove) or putting the environment before pro�ts (Patagonia).

The People Behind the Brand 22

Brands will continue to �nd more creative ways to involve customers in marketing creation, including leveraging high quality user-generated content.

Increasing Customer Involvement

Much of GoPro’s marketing features UGC (customers using the product). It’s a great way to

demonstrate social proof, as well as show o� the product bene�ts.

Betabrand takes customer involvement all the way into

product development, allowing fans to submit potential products, which are then voted on before

hitting production.

The People Behind the Brand

Lays’ “Do Us A Flavor” contest allows fans to submit new �avors

for a chance to win one million dollars. Contests have received millions of fan submissions and

whole new �avors.

23

Paying for attention is getting increasingly di�cult and expensive. Therefore, more of the marketing budget is going to creating customer experiences than ads in an attempt to earn attention and word of mouth.

Experiences Are the New Ads

Bud Light’s #UpForWhatever campaign is built on the strategy that experiences are the way to a consumer’s heart. More and more

brands are investing in customer experiences to create a deep (and hopefully

life-long) connection with their fans.

Mophie (the battery charging phone case), rather than a standard booth, grabbed

SXSWers attention by rescuing attendees who are low on battery with phone

charging saint bernards. That experience is worth more than any 30-second ad.

The People Behind the Brand 24

Successful brands cohesively put their best foot forward across an ever-increasing assortment of consumer channels

25

HOLISTIC MARKETING

The end of digital marketing...and the emergence of marketing in a digital world. So little in the world now is not digital, especially when it comes to marketing. So much so that it’s super�uous to even use the term digital. Also, a bit later, the end of “social marketing”.

R.I.P. Digital Marketing

“The era of digital marketing is over—P&G’s marketing team has stopped thinking of digital in terms of the the tools, the platforms, the apps, the QR codes, augmented reality,

holograms or whatever is coming next or as a mysteries medium with its own set of metrics, but for what it is: a tool to build out brands by reaching people with fresh,

creative, campaigns.”—Mark Pritchard, P&G Global Brand Building O�cer

Digital natives don’t separate their “digital lives” from their “non-digital lives”...it’s all just life. The same goes for marketing. As digital natives increasingly become the majority of consumers, brands will need to be where their consumers are and follow suit.

Holistic Marketing 26

Look for brands to do more marketing that leverages di�erent media in creative and intelligent ways, such as TV campaigns that drive earned social sharing to meet the challenge of an ever-complex consumer journey.

Cross-Platform Campaigns

Brands need to think about the journey in a holistic way, and provide engaging touchpoints along the way. The recent technological advancements have allowed brands to use di�erent types of media together (e.g. promoted tweets timed to TV spots) and leverage insights from one channel to optimize another.

Holistic Marketing

Quaker ran a promoted tweet campaign that targeted people who tweeted about cooking, food,

entertainment, and family, and timed it to run at the same time as TV programs with their commercials, to

extend their TV campaign’s reach.

27

To promote the third season of Game of Thrones, HBO sent personalized boxes with Westeros goodies and

exclusive content to celebrities and social in�uencers to share on social before and during the show. With the

rise of dual-screening, HBO is making GoT a cross-platform event.

With the growth of digital media, the de�nition of native advertising is expanding. Consumers have gained power in the consumer-media relationship, and as a result, it’s increasingly important that advertisements integrate seamlessly with the consumer’s larger experience. Whether it’s in the form of sponsored content, built o� of the existing user experience or something new entirely, native advertising will bene�t brands, publishers, and consumers. This, however, does present one major challenge for publishers: the inherent ethical dilemma of blurring business and editorial.

The Expansion of Native Advertising

Re�nery 29 ContentOne of many “new media” companies,

Re�nery 29 has been a pioneer in publisher native advertising. They’ve

succeeded in large part by partnering with brands to co-create content that is

top-tier and continue to do so on emerging platforms.

Target’s #MoreMusic + GrammysNo matter what you think of the

execution (or Imagine Dragons), Target’s shot at native advertising on TV started a

huge conversation about where native advertising can go.

Holistic Marketing

Net�ix’s Orange is the New Black + NYTOITNB worked with the NYT to sponsor a

piece written by a NYT editor about female incarceration. Rather than strictly promoting the show, the piece provided

legitimate and valuable insight.

28

Social commerce will take a huge leap forward this year, from the introduction of buy buttons on the major social networks to more direct-response social marketing, as brands realize that social can impact more than just the top and middle-of-the-funnel.

Social Commerce

Facebook and Twitter have been testing buy buttons for many months now, Pinterest announced that one is coming this year, Tumblr has a live buy button for limited partners = this is the year of the social buy button.

Not only will this mean purchases directly from social channels, but it will also help prove to brands that social has the power to drive customers through the bottom of the funnel, resulting in more investment in direct-response social ads.

Holistic Marketing 29

Brands that leverage earned and paid in tandem are �nding success

30

EARNED/PAID CONVERGENCE

Given the decline of organic reach on the major social networks, brands are starting to understand the importance of earned social. Brands will also use paid media to jumpstart earned social campaigns, such as using TV ads to create awareness for UGC contests.

Jumpstarting Earned Campaigns

Made By YouConverse’s campaign celebrates all the people

who wear chucks. Seeded by print ads and social ads, Converse asked fans to share their own

chucks on social.

#AndTheCokeGoesToCoke’s TV spot ends with a cli�hanger and asks fans to

guess the end of the story on social media by using the hashtag. Eventually, Coke revealed the last scene

on Facebook and Twitter. This expands on Coke’s larger “Share a Coke” campaign that, too, encourages

sharing on social.

Earned/Paid Convergence 31

Additionally, brands will then amplify earned social (what their fans post) with the added capabilities (such as production quality, reach, and targeting opportunities) of paid social promotion.

Paid Social Ampli�cation

This McDonald’s spot leverages a social media post that one of their fans’ shared. Brands are increasingly selecting fans to be a part of ad campaigns based on what they say on social media. Wheat Thins (boatload of Wheat Thins) and Heineken (Departure Roulette En Route), have done this in the past. As social continues to grow and become the primary form of communication, brands will continue to leverage what their fans share on social.

Earned/Paid Convergence 32

Who owns the data owns more of the digital world--brands, platforms, and publishers are �guring out who owns what

33

CONTROLLING CONTENT DISTRIBUTION

Because of the democratization of distribution (social media), brands no longer need to rely on traditional media. Now, in order to succeed, brands must increasingly create and distribute their own content that resonates with their audience. Many brands are taking marketing and advertising in-house, combining the creative ability to create compelling content with their intimate knowledge of their consumers.

Brands as Publishers

The Thrillist Media Group and its new in-house agency, CoLab, create content for millennial males that double as marketing for its retail arm, JackThreads, and ad partners.

Microsoft, in 2014, created Microsoft Stories, which serves as a publishing outlet for Microsoft’s content.

An evolution of their policy content site, Pressing, GE’s Ideas Lab publishes and curates content with the aim of

positioning the brand as a leader of innovation.

Over the last few years, Apple has increasingly brought their creative in-house, giving the brand more control

over their marketing.

Controlling Content Distrubtion 34

Social networks will make an e�ort to host all the content, rather than act as a distribution pipe. Brands will need to decide if they want to continue relying on social networks for tra�c.

Social Networks: Platforms vs. Publishers

Content: Facebook is convincing publishers to publish right on Facebook (and share ad revenue) rather than link back to their sites; they want to host content for brands

Video: Twitter and Facebook (and Line and Kik) have introduced native video platforms and embedding capabilities, making YouTube an unnecessary step

News: Snapchat Discover brings the news to Snapchat, rather than making users go from Snapchat to the news site

eCommerce: Buy buttons from the major social networks are expected to come later this year

Controlling Content Distrubtion

Buzzfeed’s BFF team makes content speci�cally to be published in social streams. CEO Jonah Peretti says it’s a huge reason why their video views have grown so quickly. On the other hand, Bleacher Report is actively diversifying its tra�c channels, knowing that platforms can always turn o� the tra�c pipe.

35

36

B2B marketing tools are maturing, allowing B2B marketers to leverage technology much like B2C marketers

CONSUMERIZATION OF B2B MARKETING

With new technology that allows for unprecedented targeting and scaling, B2B marketers are able use strategies that used to only make sense for B2C.

B2B Adopts and Adapts B2C Strategies

B2B marketers are starting to think about their content and audience in the same way as B2C marketers. They are beginning to e�ectively use programmatic ads, conversion tracking, A/B testing, and other technology to build consumer-like brand relationships at scale.

B2C concepts—holistic, cross-channel, automated, full-funnel marketing—are now necessary to be successful in B2B. According to Forrester, 90% of the buying process now takes place before the prospect ever reaches out.

B2B Matures

(Bizo, Forrester)

37

Look for B2B to get increasingly digital with more fully-integrated solutions. While LinkedIn is leading in o�ering end-to-end solutions, competitors will follow suit. In B2B, integrating marketing data and consumer marketing techniques will win.

B2B Platform Integration

LinkedIn’s acquisition of Bizo marked the �rst major consolidation within the B2B marketing industry.

Their introduction of o�-network ads is just the next step in scaling B2B marketing in a way B2C marketers have been doing it for years.

B2B Matures 38

Marketing is transitioning from a focus on big data to actionable data

39

USING COMPLEX DATA TO SIMPLIFY

The quantity of data is certainly unprecedented. Famously, in 2013 the US Chamber of Commerce published a report that 90% of the world’s data was generated in the last two years. But now, it’s all about the quality and depth of the data—making sure it’s more insightful and actionable. Brands who know more about their actual customers, rather than heuristics, and act on the insights from that data will succeed.

Deeper Data

Using Complex Data to Simplify

For example, Facebook �rst told brands that its metric of success was page likes because that meant greater reach. Then it was post likes and comments because that meant engagement. Now, it’s all about conversions— progressively deeper levels of consumer data.

15%

16%

8%

68%

33%

31%

27%

39%

58%

39%

32%

45%

92%

68%

69%

60%

75%

80%

2.6x

2x

5.6x

1.4x

2.1x

2.2x

2.2x

1.9x

1.4x

Adjusts real-time offers basedon context

Tracks customer lifetimevalue

Uses optimization tech acrossall channels

Integrates inbound/outboundand online/offline

Conducts root causal analysisof customer insights

Applies advanced analytics todetermine media spend

Detects transaction strugglesand takes action

Tracks commitments from svcinteractions

Identifies/remedies executiongaps in brand promise

Knows CustomerContext andIntegratesAccordingly

Acts on Insights -Systematically

Takes a BroaderView of theCustomerExperience

Data driven marketers outperform their competition(The State of Marketing 2013, IBM’s Global Survey of Marketers)

Others Leaders Diff.

40

Technology will be about making data actionable, not necessarily collecting more. In addition to accessing deeper data, it also means a consolidation of data collection tools. Brands want a platform that can do it all from one place, which requires standardized metrics across digital channels, as well.

Simplifying Consumer Data

“Clients do not care about the size of our data; rather, they believe that a single targeted insight or idea can change the way they do business.”

—Benjamin Spiegel, Managing Partner and VP-Innovation at Catalyst/GroupM

72%of marketers said their organization’s data is too fragmented

(Tealium, “The Path to Uni�ed Marketing”)

Companies are working to consolidate for their customers:- Oracle acquired Datalogix and BlueKai

- Salesforce acquired Rival IQ

Using Complex Data to Simplify 41

Digital channels are simultaneously making it harder and easier to measure the customer journey, giving rise to a renewed focus on metrics and attribution

42

A RENEWED FOCUS ON METRICS AND ATTRIBUTION

Focus on Conversions

Because there is greater pressure to prove marketing’s business value, there will be a move away from engagement metrics as the primary measure of social success. Instead, brands will measure success by the LTV of the customers it creates by focusing on conversions.

“But the simple fact is, engagement is not a useful social marketing success metric...none has proven if — or how strongly — engagement correlates to business success metrics

like loyalty or sales.”—Nate Elliott, Principal Analyst, Forrester

No 38%

Yes 62%

Do you feel pressure from your CEO or Board to prove the value of marketing?

(The CMO Survey/Duke University)

IncreasingPressure

Same Decreasing Pressure

65%

35%

0%

Is this pressure increasing, decreasing, or about the same?

(The CMO Survey/Duke University)

A Renewed Focus on Metrics and Attribution 43

Attribution in the Spotlight

Additionally, as the pressure to prove the value of marketing increases, brands will need to focus on sophisticated attribution in order to make sense of how their marketing a�ects the increasingly complex customer journey. The biggest challenge right now is mobile, which is still primarily measured by impressions. As mobile social apps are now an integral part of the customer journey, brands will need to know how mobile social communications (“dark social”) leads to conversions.

Chartbeat has been a leader in trying to �gure out dark social attribution. In late 2014, they discovered that a number of highly

used mobile apps added the app identity to the user agent setting, allowing them to properly attribute a percentage of their

customers’ dark social.

A Renewed Focus on Metrics and Attribution

0.00 0.25 0.50Share of Dark Social

Histogram of Dark Social Share by Domain(Chartbeat)

Port

ion

of D

omai

ns w

ith

this

Sha

reCustomers are driven to purchase from

more channels than ever.

44

45

Conclusion

Marketing is changing faster than at any point in history. Technology solutions are creating new paradigms for brands to court, interact, and convert customers. Inspired by empathy and personalization, accelerated by data and visual platforms, and facilitated by mobile and social, marketers are more empowered now than ever. Successful marketers recognize that it is individual experience that matters most and work to imbue all their e�orts with that ethos.

About Inside Social

Inside Social is a social marketing platform that helps companies measure and increase their social ROI by focusing on the metrics that matter.

Our share tracking technology connects social sharing to downstream conversions, such as a purchaes, signups, or downloads.

We are based in Seattle, WA.

Connect@Inside_Social

Brewster Stanislaw, CEO and Co-Founder [email protected] Kotkins, CMO and Co-Founder [email protected] Con, Marketing Manager [email protected]