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FUTURE
EXPERIENCES
THE SHIFT TO
MODERN MARKETING
2016 MARKE TING THAT MO VE S
Marketing will likely change more in the next 36 months
traditional approaches to marketing while simultaneously
than it has in the last 36 years. So what is going on? We are
opening up unprecedented opportunities for progressive
witnessing historical amounts of change and disruption.
marketers. Massive shifts are underway, and, like everyone
Technologies once relegated to the realm of science fiction
else, we must evolve or become obsolete. But what exactly
are now part of our everyday lives. Hundreds of millions of
is driving all this change and — more importantly — how
people have shifted their behaviors in an astonishingly short
can we use this momentum to our advantage? In this report,
period of time, and industries that for decades appeared
we will explore these questions and identify the key areas
unassailable have been upended in what feels like the blink
of focus for 2016 and the actions that marketers can take to
of an eye. And the marketing industry is not impervious
future-enable themselves today and tomorrow.
to this phenomenon. Emerging innovations are eroding
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
LINEAR THINKING
EXPONENTIAL
REALITY
Most of us are hardwired to think linearly. For example,
we reflect on the past 15 years and then project an
equivalent amount of change onto the next 15. But
as a review of history shows — and Ray Kurzweil’s
“Law of Accelerating Returns” eloquently describes —
technological advances are exponential. This is why
so many people and businesses have been caught off
guard by the rate of disruption around them. This has
dramatically come to pass with the Fortune 500.
Since 2000, 52 percent of the most profitable U.S.
industrial corporations on this annual list have either
gone bankrupt, been acquired or simply ceased to exist.
This exponential reality is also why the next three years
will be even more astounding.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THREE KEY
MACRO
TRENDS
Before we move onto the specific areas that modern
marketers should focus on in 2016, let’s explore a
few of the macro trends being fueled by exponential
technological advancement. Although by no means a
complete list, these three macro trends help illustrate the
extraordinary amount of change that lies just a few years
ahead of us.
1. UNLIMITED ENERGY
By directly applying the law of accelerating returns,
it is forecasted that solar energy alone could supply
the entire world’s energy needs in less than 13 years.
Imagine the implications if energy becomes virtually
unlimited and free. The cost of almost everything will
dramatically decrease and the already-growing global
middle-class will expand at an even more rapid rate. This
rising population in combination with ubiquitous global
connectivity will undoubtedly transform and accelerate
the digital marketplace in breathtaking ways.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THREE KEY MACRO TRENDS
(Continued)
2. LONGEVITY
From the ability to 3D print human organs to the
transformative impact of DNA editing, medical sciences
are rapidly expanding human longevity. In fact, the
first human being to live to be 150 years old has likely
already been born. Expanded human lifespans will have
a profound impact on our political, economic and social
systems. They will also dramatically reframe how we think
about demographics and life stages and will reshape the
products and services that people need and desire.
3. MR. ROBOTO
The combined advances in robotics and artificial
intelligence (AI) have set the stage for the emergence of a
new cultural disruption. The “Future of Work” report from
the World Economic Forum estimates that over 5 million
jobs will be lost in less than 5 years as a result of these
COURTESY OF MAKERBOT
technological advancements. Even more surprisingly,
75 percent of these jobs will be white-collar positions,
like medical diagnostics and financial planning. In
addition to dramatically affecting the future of work,
domestic robots and AI agents may alter the way we
shop. Imagine AI-enhanced robots that automatically buy
the things we need before we need them and at the best
possible price. By freeing up time and saving money, the
offloading of our day-to-day purchase decisions to our
new robot friends seems both attractive and likely.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THE FOUR CATALYSTS OF
MODERN
MARKETING
So how do these innovations and trends translate into
actionable insights for brands? As we look toward
the future, we see four key catalysts that will drive
modern marketing in 2016. By keeping these in mind
when developing your strategy and practices, you can
future-enable yourself for today and tomorrow.
1. BIG DATA IS BIGGER THAN EVER
The collection of data continues to grow exponentially
as the number of connected devices explodes. Soon our
daily lives will be intertwined with “smart things” — from
appliances and locks to cars and even our clothes. Almost
everything will be more capable and convenient, which
will simultaneously fuel the next phase of big data.
Intel reports that the number of Internet-connected
devices will reach approximately 200 billion by 2020. But
the problem with gathering all of this data is that the
more you have, the more difficult it becomes to manage.
It can easily spiral out of control. The challenge for
modern marketing is to turn all of this disparate data into
actionable data. How? By leveraging decisioning systems
that are powered by both human intelligence and AI.
This system of proverbial checks and balances — humans
applying intuitive thinking while AI identifies macro- and
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
COURTESY OF AMAZON
THE FOUR CATALYSTS OF
MODERN MARKETING
(Continued)
micro-patterns we would otherwise miss — produces
truly actionable data. And truly actionable data leads to
precise marketing, which leads to results.
2. CONTENT CONSUMPTION IS (LITERALLY)
OVER-THE-TOP
The way people are viewing content has been
transformed. Consumers are forgoing traditional cable
As the number of connected devices rises and the
TV for ad-free, subscription-based OTT (over-the-top)
amount of data collected multiplies, the incidences of
content providers such as Netflix, Amazon, HBO Now
data being misused or stolen also surges. Privacy has
and Hulu at an ever-accelerating rate. Netflix members
become a central concern for consumers, and as they
streamed 42.5 billion hours of ad-free programming
become increasingly aware of how their data is being
in 2015 (up from 29 billion hours in 2014), saving the
used (or misused), they are taking more control. The
average viewer from watching 130 hours of commercials
result is the rapid adoption of data- and ad-blocking
a year.
services. By June 2015, ad blocking had grown by 48
percent compared to 12 months prior to reach 45 million
active users in the U.S. As more and more of the most
actionable consumer data becomes blocked, the only way
modern marketers can access it is by providing a value
exchange for the consumer. People, especially millennials,
are willing to share their data as long as marketers
communicate how the data is being used and as long as
they receive tangible benefits in return. In other words,
give and ye shall receive.
OTT has also redefined the very nature of the content
experience. It’s no longer limited to simply sitting back
and being passively entertained. It has evolved into
something more participatory and interactive, and it
has taken on myriad shapes and forms in the process.
Consumers can choose to view micro-content created by
everyday people through channels like Vine, Instagram
and YouTube, or they can watch channels targeting a
niche audience, like Twitch, the leading eSports platform
where millions of gamers gather to watch gamers game
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THE FOUR CATALYSTS OF
MODERN MARKETING
(Continued)
— all while communicating via a new, ultra-compact
language made up of memes and emojis. And of course
they can binge on a rich mix of original and curated
content served up by the OTT world’s billion-dollar
players, like Netflix, HBO Now, Hulu and Amazon.
More OTT players leads to more content and more
channels across more devices — making the alreadychallenging issue of fragmentation that much more
complex. Marketers need to find ways to effectively
resonate with consumers in an already over-saturated
OTT market with limited opportunities for traditional ad
placements. To do this, we must use our power of creation
to build relevant and timely connections. For modern
marketers, that means (1) natively integrating messaging
into relevant content, (2) creating original, compelling
branded content and (3) leveraging actionable data to
deliver it to exactly the right audience.
COURTESY OF NETFLIX
The rise of OTT has also set the stage for what is
undoubtedly the most powerful medium ever created:
Virtual Reality (VR). Samsung Gear VR headsets sold out
over the holidays, and Google Cardboard has shipped
5 million units since its launch a year and a half ago.
This year, VR device sales are expected to hit 14 million
units worldwide with the launch of highly anticipated
consumer headsets from companies like Oculus, HTC
and Sony. As VR evolves and proliferates, it will not only
change the way people consume content, but it will also
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THE FOUR CATALYSTS OF
MODERN MARKETING
(Continued)
COPYRIGHT MARTIN RINGLEIN
reshape the way content creators and marketers craft
Social is an ever-evolving medium — new platforms,
experiences to reach their audiences. This is especially
behaviors and languages are continually emerging. As
true when you consider VR’s singular ability to induce
pop culture dictates the next cool thing, social takes
deep empathy. If brands can tap into this power to
those cultural references and makes new meaning out of
create extremely immersive, emotionally compelling
them. “Netflix and Chill” is the perfect example of social
experiences, they’ll be able to forge formidable bonds
media-driven semantic drift. What started out to literally
with consumers. In fact, brands may be able to make
mean watch Netflix and relax has evolved into a sexual
people, quite literally, fall in love with them.
innuendo. And “Bye Felicia,” a quote from the 1995 film
“Friday,” has made a comeback nearly 20 years later as a
3. SOCIAL RULES THE MODERN MARKETING
LANDSCAPE
Social media has become a ubiquitous part of life. It’s
no longer just a medium for connecting with friends;
popular catchphrase. In general, people love expressing
concepts and ideas through language fragments
and visuals, which is why memes and emojis are the
communication building blocks of choice on social media.
social channels are the new campaign canvas. It’s where
consumers go to get their daily news, financial advice,
Something else for modern marketers to consider:
political information and more. People use social to raise
Social is tribal in nature — and each tribe has its own
awareness for causes, share personal milestones and even
unique dialect, values and culture. To effectively connect
mourn the loss of beloved celebrities. It wields a high
and communicate with your audience, you need to
level of influence on today’s culture, so much so that —
understand these nuances and craft your messaging and
instead of looking to industry leaders or resident experts
approach accordingly. And if you’re thinking of opting
for insights on key topics — we turn to our friends and
out of social, think again. Social is no longer just an
groups on social.
element within the marketing mix. Many brands have
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THE FOUR CATALYSTS OF
MODERN MARKETING
(Continued)
made it the core of their marketing strategies. The
rise of ad-blockers and ad-free OTT content is forcing
brands to shift their attention to social and influencer
campaigns. As a marketing tool, social will continue to
grow. Facebook, for example, is striving to become the
new Internet. It’s creating a robust, holistic ecosystem
that offers everything from the ability to call friends
and make peer-to-peer payments to shopping for
clothes (or anything else) and even creating and
distributing petitions.
As the year progresses, other social channels such as
WeChat, Instagram, Snapchat, Pinterest and WhatsApp
will create more encompassing ecosystems. It is these
expanding social ecosystems in particular that make the
case for implementing a brand architecture that delivers
more personalized, sustainable and data-driven content
— an architecture that supports a nimble, inventive
COURTESY OF SENSORIA FITNESS
approach to content creation backed by a deliberate,
informed social strategy.
4. MOBILE IS EVERYTHING
Arguably, smartphones have changed society like no
other technology. Two billion people have smartphones
and, more importantly, access to the Internet. When
the remaining five billion folks on our planet acquire
smartphones and global connectivity, every aspect of our
lives will be forever transformed.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
THE FOUR CATALYSTS OF
MODERN MARKETING
(Continued)
COURTESY OF MERCEDES BENZ
Mobile is the center of the digital universe. It is the center
A few years ago, connected cars were rare, but now, almost
for content, for social and for the Internet. And as its reach
every manufacturer offers at least one connectivity solution.
continues to expand well beyond the smartphone, mobile’s
Marketers will be able to take advantage of this switch from
role and presence will become even more ubiquitous.
purpose to experience, as vehicles transform into powerful
Nowhere is that more evident than with the Internet of
connected personal spaces that enable social interaction,
Things (IoT). By harnessing the power of mobile computing,
work and entertainment. Real-time, location-based, highly
IoT is embedding utility into the world around and — when
targeted messaging that adds value to consumers on the go
it comes to wearables — on us. Whether it’s the computers
will be a massive opportunity.
on our wrists or the cars in our driveways, a whole new
world is opening up for marketers as our connected world
gets more and more mobile.
Mobile computing’s continued expansion into the world
around us will only reinforce its position at the center of
the marketing universe for the foreseeable future. It
Connected cars in particular have the potential to be a
possesses an unparalleled ability to spark the formation
marketer’s dream. According to Gartner, a projected quarter
of new behaviors by allowing us to blend all aspects of
of a billion connected cars will be in market by 2020 — a
our lives into micro-moments we can enjoy with anyone,
statistic that should put a huge smile on every marketer’s
anywhere, anytime. For those who embrace a culture of
face. And as these vehicles become more autonomous,
exploration and frontierism, the shift from a mobile-first
ultimately turning drivers into passengers (read: consumers),
mindset to a mobile-centric — and even a mobile-only —
that smile will get even wider.
paradigm will accelerate brand innovation and allow them
to adapt and thrive.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
UP-ANDCOMING
SPACE TOURISM, MINING AND COLONIZATION
The technology is in place for space tourism, mining and
colonization to take off (apologies for the pun). In the last
decade, SpaceX and BlueOrigin have arguably made more
progress in increasing capabilities and lowering costs
(mostly due to reusable rockets) than NASA achieved in
the last half a century. Jeff Bezos, the billionaire founder
of Amazon and BlueOrigins, claims that paying customers
will be blasting into space in two years on board reusable
rockets. In November 2015, President Obama signed
asteroid resource property rights into law, and companies
like Planetary Resources are already testing mining
spacecraft. On the space colonization front, Elon Musk’s
primary goal is to reduce the chance of human extinction
by making life multi-planetary. Although self-sustaining
colonies may be decades away, the path there is already
creating a new commercial industry that could dwarf
anything prior in terms of significance and scale.
SOLAR ENERGY
As we discussed previously, it’s forecasted that, in less
than 13 years, solar power alone could supply the entire
world’s energy needs. Solar energy will drive tremendous
growth in a number of industries. The solar panel industry
by itself is projected to reach $180 billion in the next five
years. Financing is another growth area for solar energy:
SolarCity, the number one provider of residential solar,
recently announced a new quarter-of-a-billion-dollar fund
to bankroll new projects. With the sun (literally) fueling
COURTESY OF SPACEX
2016 MARKETING THAT MOVES
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UP-AND-COMING
(Continued)
all of this growth, a pivotal question arises: What do we
do when our solar system’s largest resident isn’t shining?
Tesla — and the multibillion-dollar storage battery
industry it’s driving — has the answer. In May 2015, Tesla
announced preorders for the PowerWall, a rechargeable
lithium-ion battery that stores electricity generated by
solar panels during the day. The product immediately
sold out until mid-2016 and raised over $800 million in
the process. Solar energy is the fulcrum for the remaking
of the entire global energy system, and it will have a
dramatic effect on virtually every aspect of society.
CONNECTED ELECTRIC VEHICLES
Are you noticing an Elon Musk theme here yet? The future
of transportation and energy is renewable electricity,
and as of today, Tesla dominates every aspect of the
game — from the largest and most advanced electric
battery factory in the world to the most advanced
semi-autonomous (and soon to be fully autonomous)
vehicle-driving systems in the market. Although Tesla is
the current innovation leader, a number of other global
COURTESY OF TESLA
companies are heavily invested in this rapidly growing
space. This January, Nvidia announced the world’s first
in-car artificial intelligence supercomputer capable of
24 trillion deep learning operations per second. On the
car front, virtually every major automobile manufacturer
now has electric vehicles for sale, and new companies
like Google and Apple are poised to enter the space. A
recent study from Juniper Research estimates that hybrid
and electric vehicle sales will exceed 17 million by 2020,
while Gartner forecasts a quarter of a billion connected
cars by 2020. Although not all connected cars will be
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
UP-AND-COMING
(Continued)
electric, it’s reasonable to assume that most new electric
now a step-by-step guide to disaster. Companies that are
vehicles will be, which greatly accelerates automated
built for the future are spending enormous resources on
driving capabilities and unleashes new opportunities for
moonshot projects that meet no current market need,
in-vehicle services.
seem impossible to pull off and — even if successful
— may end up disrupting the very organization that
THE MOONSHOT COMPANY
creates them.
Never before has the combination of technological
advancement and shifting consumer behavior unfolded
Perhaps no company rejects the idea of “incrementalism”
at today’s massive scale and speed. Entire industries
to the same wonderful extreme as Alphabet (aka the
worth billions of dollars are now created or upended not
Web giant formerly known as Google). Alphabet has
in decades, but in a matter of years or even months. As we
embraced doing crazy and “impossible” things, some
mentioned earlier in this report, since 2000, 52 percent
of which — like YouTube, Google Maps and Chrome —
of the most profitable Fortune 500 corporations in the
now boast over a billion users each. This “innovation
U.S. have either gone bankrupt, been acquired or simply
on steroids” approach combined with its diversified
ceased to exist.
acquisition strategy — covering everything from AI
to life extension — virtually guarantees that Alphabet
The traditional business playbook of incremental
improvement and meeting current customer needs is
will thrive for the foreseeable future because, well, it is
literally making the future.
2016 MARKETING THAT MOVES
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UP-AND-COMING
(Continued)
AI FINANCIAL SERVICES
Is your broker human? Are you sure? Most of the trades
executed today are done with AI. AI is replacing traders
and more frequently, analysts.
In 2015, robo-advisors already managed about $50
billion in funds. And Atlanta-based consulting firm A.T.
Kearney estimates that, by 2020, money managed by
AI-powered services will reach $2.2 trillion.
Financial companies are also getting in on the AI game.
For example, Charles Schwab, an innovator in online
brokerages in the ‘90s, now offers Schwab Intelligent
Portfolios, where algorithms determine how money is
invested. And Charles Schwab isn’t alone. AI is driving the
evolution of the entire financial ecosystem.
Suffice it to say that there’s big money — literally and
figuratively — in robo-advisors. And of the current
platforms, Betterment offers one of the most thorough
and elegant consumer experiences, positioning it for
dramatic growth in the years ahead.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
MOXIE
IS MODERN
MARKETING
Although the speed of change and increasing complexity
in marketing can sometimes seem overwhelming, the
path to success lies in simply taking the first steps. Like
shifting gears in a car, the most effort is applied when
moving from first to second. With momentum underway,
the same principles that drive exponential advancement
in technology can accelerate the modern marketing
capabilities of any organization that is willing to adapt
and innovate.
The key to success is agility. Brands must be aware of
the acceleration of technological and cultural changes
in the modern world and be nimble enough to rapidly
switch lanes to take advantage of these shifts. Simplicity
is equally essential. A streamlined structure and process
increases an organization’s speed and maneuverability,
enabling it to navigate today’s — and tomorrow’s —
evolving landscape with intelligence and ease. Leveraging
this new reality also necessitates a blending of the roles
of the CMO and CIO. Likewise, it requires the creation of
new positions, like Chief Marketing Technology Officers
and Creative Technologists.
COURTESY OF OCCULUS RIFT
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
MOXIE IS MODERN MARKETING
(Continued)
Above all, brands must offer engaging experiences
— both physical and virtual — to connect with their
audiences, intelligently utilizing the plethora of data at
hand. The increase in addressable media formats requires
brands and agencies to rethink their production models
and to develop solutions with speed, variety and quality.
At Moxie, we have re-engineered the traditional
agency model through our four pillars of Frontierism,
Creation, Intelligence and Architecture to not only
keep pace with exponential change but to move
marketers to the leading edge of the trends that
will drive success. We bring awareness and action
to future trends in tech and society through our
Future Experiences group and create original, awardwinning, quick-turn content via our nimble Unit3C.
We help our partners harness the power of actionable
data through our Decision Intelligence team, while
our CRM group helps the brands we champion
build stronger, more meaningful bonds with their
customers. At every touch point that exists (and a
few that are still emerging), Moxie is there to deliver
solutions that move our clients forward.
2016 MARKETING THAT MOVES
© 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.
FUTURE
EXPERIENCES
READY FOR
MODERN MARKETING?
WE’RE READY FOR YOU. MoxieUSA.com
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