The greenlight - Greenlight Digital

Revive your brand message through storytelling on social media ... just monetising consumer behaviour with advertising, ... bridge for media buying platforms.
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The greenlight

DECEMBER 2015 The Predictions Edition

magazine

www.greenlightdigital.com

Greenlight is a multiple award-winning digital marketing agency that designs, builds, deploys and measures marketing solutions and campaigns across Search, Content and Engagement, Display, Mobile, eCommerce, and more, with the unwavering objective of achieving dramatic growth for its clients. Greenlight promotes brands and products in 29 languages and 42 territories on behalf of such clients as Hiscox, ghd, Dixons Carphone, Millennium and Copthorne Hotels, Laura Ashley and many more.

Ready to grow? Call us on +44(0)20 7253 7000 or go to www.greenlightdigital.com/get-in-touch 2

www.greenlightdigital.com |  +44 (0)20 7253 7000

CONTENTS

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Retailers face biggest fight yet for online dominance in 2016



Andreas Pouros, COO & Co-founder

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Offline event triggers to inform reactive, predictive and personalised advertising



Krishan Nursimooloo, Display Development Manager

8

Video is the channel brands need to focus on in 2016



Tiphaine Junjaud, Senior Paid Media Analyst

10

2016: The year of programmatic outdoor trading



Ina Arens, Head of Display

12

Who cares about device and channel? It’s all about integration



Angela Knibb, Senior Search Manager

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Revive your brand message through storytelling on social media



Nicky Carr, Paid Media Manager

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Greater focus on persona targeting



Isabel Figueriedo, Senior Paid Media Analyst

18

2015: How did we do?



Adam Bunn, Director of SEO & Social Media

20

What 2015 taught us about the world of social



Andy Way, Head of Content & Engagement

22

2016 will be the year of new mobile SEO updates and tools



Stefania Romanelli, SEO Consultant, Damian Burke, Senior SEO Consultant, Matthew Hawes, Senior SEO Executive

24

All hail the year that content remains king



Bea Patman, Head of SEO

26

The end of clickbait



Kevin O’Connor, Content Marketing Manager

www.greenlightdigital.com |  +44 (0)20 7253 7000

3

Introduction

RETAILERS FACE BIGGEST FIGHT YET FOR ONLINE DOMINANCE IN 2016 ANDREAS POUROS, COO & CO-FOUNDER

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www.greenlightdigital.com | | +44 +44(0)20 (0)207253 72537000 7000 www.greenlightdigital.com

With over 1.4 billion users worldwide, Facebook is the world’s leading social network, but could it become the largest social shopping portal too? In 2016, we could be about to find out. In the past few months, Facebook has made its intentions clear to dominate social shopping with the introduction of immersive ‘Canvas’ product adverts and a Shopping feed, as well as a partnership1 with eCommerce start-up Shopify. Furthermore, investments in Instagram, Oculus Rift and WhatsApp could deliver a ‘Zucker punch’ to retailers as the social network firmly engrains itself into the online experience. Facebook is not alone in its quest to own the web. With technology companies such as Apple, Amazon and Google all brawling for a greater slice of the pie, this is leaving retailers caught on the back foot as new innovations drive changes in consumer behaviour.

Round one Apps like Instagram and Pinterest aren’t just entertainment platforms for sharing images and videos, they are becoming increasingly influential channels for product promotion and marketing. Our research shows that one in three consumers have pu