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Everything From A to Z 

Everything From A to Z 

The Facts
Fifty-five percent of product searches in the U.S. originate in Amazon. This attacks Google right at its heart. This is not only the engine of the future, but of the present.

Spiker Insights
Amazon is ready to dethrone the digital duopoly of Facebook and Google. In a few years you won’t be hearing of Macy’s Thanksgiving Parade, it will be Amazon’s Thanksgiving Parade on the Amazon broadcasting network.
In recent years, the world’s largest consumer packaged goods companies have felt Amazon’s pinch through its massive e-commerce business services like Amazon Prime, which hit 90 million U.S. members late this year. Their Alexa has continued to establish its foothold as a leading AI technology, considerably boosting the market share of Amazon’s own products to be more competitive with legacy brands.

In June, Amazon rolled out Advertiser Audiences, a self-serve platform that allows for segmentation and targeting using its first-party user data. It’s also reported to be testing premium product pages at $500,000 a pop with features like wide-screen videos and interactive multimedia displays as a direct strike at the type of content Google’s YouTube thrives on.
These developments are changing how marketers will spend their money online in ways that will only become more significant heading into this new year.

The Ripple Effect of the New Tax Reform 

The Ripple Effect of the New Tax Reform 

The Facts
As usual, companies should always be braced for change. The 30+ year drought since the last tax code overhaul is over. The bill slashes the corporate tax rate from 35% to 21%, and also includes massive changes to how income earned or kept offshore is treated.

Spiker Insight
A likely flurry of investments in short-term infrastructure upgrades could lay the foundation for the next big leap in digital disruption where powerful online access and sophisticated data-mining becomes so prevalent that customized, service-driven engagements are possible just about anywhere consumers are.

Retailers and telecommunications companies are among those who could take a hit from the bill as many carry a significant amount of debt, and the bill is likely to cap the amount of deductible debt interest at 30% compared to the 100% now allowed. This could undermine an already fragile brick-and-mortar retail sector.

The introduction of a territorial tax system, which the bill includes, means U.S.-based companies with overseas operations would no longer to required to pay U.S. corporate taxes on a portion of, or possibly all, foreign profits. As a result, some of the infrastructure investments could take place outside the U.S. as these companies look to bolster their international operations.

The Rise of Mobile Videos is Here to Stay 

The Rise of Mobile Videos is Here to Stay 

The Facts
Video will grow to 75% of all mobile traffic by 2023 − just five years from today. It’s at 55% currently, as people turn to their smartphones to watch news, entertainment and live streams. Social media’s share of mobile traffic will decline from 12% a year to about 8% in 2023 because of the stronger growth of video. This is according to a recent report issued by Ericsson in their Mobility Report 2017.

Spiker Insight
This estimated surge in mobile video traffic is likely to spur a greater emphasis on advertising for the platform, especially among ad-supported apps such as Google, Facebook, Instagram, Snapchat, Twitter and a range of publishers. Video already is the leading category of mobile traffic, followed by social networks, audio, downloads, web browsing and file sharing.
For marketers, this greater emphasis on mobile video will push brands and publishers to find new ways to separate themselves from other similar producers with unique content or more immersive video experiences.
The ongoing proliferation of smartphones, which puts massive computing power into the hands of most adults and others all the way down to Gen Z, makes engaging, interactive mobile content by brands more feasible than ever.

Is Website Extinction on the Horizon?

Is Website Extinction on the Horizon?

The Facts
Websites have always been the cornerstone of a brand’s online presence, but there has been a shift over the past several years. The rising popularity of mobile has led to a diversification of the ways customers interact with brands. This splintering of the online ecosystem leads to a question: DO BRANDS EVEN NEED WEBSITES ANYMORE?

Spiker Insights
Five years ago, the website reigned supreme. Then mobile happened, and the rest is history. Desktop browsing is now considered a “secondary” touchpoint, according to ComScore, which found that all digital growth today comes from mobile. To remain relevant and useable today, websites, digital messages and videos must all be responsive to multiple screen sizes.

As mobile continues to grow, traditional websites will settle into a secondary role for ways to meet customers where they are. What’s going to happen in the future? The truth is that only customers can determine what the future holds, and you should be prepared to respond to whatever comes. So those who can quickly create consistent, quality experiences in whatever new platforms that arise will be far ahead of their competitors in the next round.

The Social Evolution of Gender Roles and Diversity

The Social Evolution of Gender Roles and Diversity

The Facts

The Walt Disney Company has vowed to drop its use of dad stereotypes and is now urging other brands to follow their lead. The move comes in response to a recent Disney study that found dads perceive a major disconnect in how they see themselves versus how they are portrayed in advertising, TV, films and media. The study concluded that dads were driven by their desire to bond with their children, and to protect, entertain and provide for them.

Spiker Insight

This news comes as more marketers and industry groups look to address gender stereotypes in messaging content. With the evolving American family, parents expect their realities to be reflected in media, advertising, TV and films. This includes co-parenting, gender equality, and family diversity, including LGBT families and parents who have children later in life.

A recent study by BabyCenter and YouGov found that 80% of parents appreciate seeing diverse families in their messaging, and millennial parents were most likely to purchase from brands that featured diverse families in their marketing. By more accurately portraying modern parenting, brands can earn the trust of parents and create loyalty among their target audience.

In a study by Saatchi & Saatchi, 74% of dads said brands are out of touch with modern family dynamics and the depictions don’t reflect their true roles within their families. We’ve all seen a small number of TV ads showing the stay-at-home dad doing the laundry, taking kids to and from school, playing Barbie with their daughters, and even grocery shopping.