Opinions And Ramblings By Adam Kmiec On All Things

My Take On Mary Meeker’s 2016 Internet Trends Report

Christmas is in December, you say? On the 25th? Well, perhaps it is for society at large. But, for nerdy marketers like myself, Christmas is whatever day Mary Meeker releases her Internet Trends Report. It’s generally considered the official, “State of the Internet.” I like it because it takes a macro look at how global trends are shaping micro moments and decisions. With that said, here’s the report:

It’s always a great read. So much to think about. So much to unpack. It usually takes me a good month or so to form opinions that have implications to the work I do and who I do that work for. That said, we live a world of “now”, and to that end, I look for some immediate take-aways that make me go hmmm.

  1. Voice will overtake typing. I see it happening every day. My daughter loves to ask Siri questions. For her, it’s equal parts more fun and simpler. I struggle with it, right now. But, that’s because my expectations are too high and I want specific and precise answers. The core of voice is still the basic data structure and taxonomy foundation that makes traditional search work. It’s the non-sexy, but significantly important work around SEO, data integrity and APIs that allow voice to be beneficial. Companies who have invested in sound SEO principles, clean data and great content will excel in shifting from typing to voice.
  2. With more people than ever on the web and more options competing for their time, it’s no wonder inflation in digital media is so high. Earlier in the year, I forecasted that 2017 would see a digital media inflation of 12% – 20%. This report seems to substantiate and validate that range.
  3. Apps need to do more than one thing well, to be sticky. Slide 80, does a great job of hitting this point. I’d also add, if you want your app to do just 1 thing well, you might need multiple apps. This is exactly what leaders in mobile, like Facebook, have done. They unbundled the app and are reaping the benefits.
  4. Keep in mind, messaging is still in it’s early days. We’re just now being given the ability to leverage those platforms as a business/brand. But, considering the pace that things move at, just because it’s early days, doesn’t mean you can’t/shouldn’t be experimenting with how to find your place in this channel shift.
  5. Slide 45 is a big time moment for marketers who believe in digital (yes, there are those who still don’t). This is the first time, since the report has been coming out, that advertising spend in digital equaled or surpassed usage. That’s a big tipping point. But, wow, look how underspent mobile is.
  6. Walgreens was founded in the 1900s. Look how many retailers born after us are on life support or defunct. I feel that our longevity is a testament to the innovative spirit and the focus on the customer, that we’ve always had.
  7. Slide 78 is the one area where I’d pick a LARGE bone with Ms. Meeker. The data is very misleading. On the surface it looks like Snapchat outperforms Facebook. But, when you consider that Facebook measures a video view using the IAB standard or equivalent, but Snapchat counts a view, the minute you tap, this chart means is not fairly representative of reality.
  8. There are limited reasons today to outsource your media buying and optimization. In an ad/marketing-tech world, so long as you have the horses in your stable, you’re more efficient going direct, in digital. The toughest part, of course, is getting those horses. It’s difficult to get an unfair share of high talent, out there, today.

Those were my immediate takeaways. Anything you disagree with? What would you add? I look forward to all the dissecting that different people, companies and publishers will do.