2. The Coming of an All-Digital World and Business
Consumers no longer respond to or wish to live in the analog world of the 20th century.
They recognize that we are accelerating towards an all-digital world quicker than we ever imagined and they relish the prospects and opportunities of such a place.
Their acceptance of this new reality is forcing brands, retailers and businesses of all types to transition from an analog to a digital way of doing business just as quickly, or be left behind.

3. All-Digital Trends, Part 1
The oldest members of Generation Z are reaching young adulthood. Millennials may have had access to digital technology their entire lives, but digital is life to Generation Z.
Multiple studies show that consumers still prefer an in-store experience, and by large margins, but they want digital technology to enhance that experience.
According to one study, digital will influence ALL store sales by 2020, but as of today, only 37% of retailers are prepared to engage with customers via all the channels they use.

4. All-Digital Trends, Part 2
During the 5-day 2015 Thanksgiving weekend slightly more consumers shopped online than shopped in stores.
Although store sales decreased 4.7% and store traffic 5.1%, sales per shopper increased 0.3% and average transaction value increased 3.1%.
Digital media and digital devices have become so central to almost everyone’s life that Internet users will only increase 2.2%; social media users, 3.2%; and mobile phone users, 1.6% during 2016 in the US.

5. Bypassing the Old Economy
A major consumer, even societal, trend that is forcing businesses to become more (or totally) digital is the sharing economy, as represented by Uber and Airbnb.
According to a Q study, 105 million Americans said they had used a Website or mobile app for a sharing service during the past 12 months.  
The study also predicted that 60% of Americans would participate in the sharing economy during 2016, which will then increase to 80% for 2017.

6. “We Can Do It Better”
The COP21 agreement among 196 countries on global warming during early December in Paris was certainly historical, but the actual implementation may prove to be difficult.
This is likely to be the impetus behind Bill Gates’ initiative to assemble 30 titans of technology to contribute their time and money to the Breakthrough Energy Coalition.
The coalition will help start-ups and existing businesses move forward faster to address global climate issues than the likely slower pace of traditional governments.

7. Advancing Artificial Intelligence
Then, during mid-December, Elon Musk, founder of Tesla and Space X, and a number of other technology leaders announced they were investing $1 billion into the research of artificial intelligence (AI) “to benefit humanity.”
By 2020, 50% of adults across the globe expect AI to provide access to entertainment, apps and services while 85% believe wearable electronic assistants will be commonplace.
Within the next five years, 80% of adults worldwide think AI will allow for internal sensors to measure well being and enhance our vision, hearing and memory and 33 percent expect AI to keep them company.

8. Happy for a Stable Economy
Forecasts for the general economic conditions of 2016 are certainly not spectacular, but they indicate continued growth.
Kiplinger’s forecast of late November 2015 was a 2.8% increase in the GDP for 2016, compared to 2.5% for 2015.
Drivers of this moderate, but steady growth will be a 4.4% increase in retail sales, a 20% increase in construction and sales of single-family homes and the unemployment rate decreasing to 4.4%.

9. Gazing into the Retail Crystal Ball
Moody’s Investor Service forecasts retail sales to increase 4 to 5% during 2016.
The increase will be greater than 5% for 8 of 13 retail sub-sectors, including home improvement, auto parts, specialty and supermarkets.
Convenience stores, discount and warehouse stores and the apparel sector are more likely to experience growth between 3 and 5%.

10. Enhancing Customers’ Retail Experience
Consumers’ experience with the sharing economy and subscription services, such as Amazon Prime and Dollar Shave Club, will drive the demand for new conveniences, such as same-day delivery.
Another element of the all-digital retailer is equipping sales associates with mobile devices to access real-time inventory, product information and other aids to assist more customers and close more sales.
Forward-thinking local retailers will partner with each other in innovative and collaborate ways to increase visibility and create communities of loyal consumers.

11. Making Your Way Through the Media Muddle
Newspapers are still where most US coupon users find coupons, although this skews toward older Americans. During August 2015, more Americans, including Millennials, used more paper coupons, 89%, than paperless coupons, 63%.
There will be million connected TV users during 2016, representing more than half of all US households, a penetration rate that will increase to 78.1% by 2019.
Magna Global predicts digital ad spending will surpass TV ad spending during 2016, at $68 billion and $66 billion, respectively. eMarketer forecasts 2017 as the transitional year with digital accounting for 37% of all US ad spending and TV 36.3%.

12. The Flow of Local Ad Dollars
According to BIA/Kelsey, total local advertising revenues will increase 3.75% during 2016 to $146.6 billion. Online/digital revenues will account for 29.1%, or $42.6 billion, an increase of 12.1% from 2015.
Of course, 2016 is a presidential election year (as well as state and local races) and Borrell Associates forecasts $11.4 billion will be spent during 2016, a 20% increase from 2012.
Including what has already been spent during 2015, the two-year total will reach $16.5 billion. Broadcast TV is to receive $8.5 billion, with $5.5 billion for the party nominations and presidential contests and $3.1 billion for state and local elections.

13. Mobile Is Money
According to eMarketer, 2015 was the year when total US mobile ad spending first surpassed desktop ad spending, or a majority of all digital ad spending, at 52.4%.
During 2016, mobile ad spending will be 62.6% of all digital ad spending, increasing to 69.9% during 2019.
More impressively may be mobile ad spending will account for 21.6% of ALL media ad spending during 2016 and 28.9% by 2019.

14. Pushing the Envelope
Tally, the first product from Simbe Robotics, tracks the inventory in a retail store by rolling through the aisles scanning the shelves. It can scan 15,000 items per hour, compared to an employee requiring 20 to 30 hours for the same task.
2016 is the year when Facebook is expected to make available the Oculus virtual reality device. Volvo and Microsoft are developing a virtual showroom experience for car buyers, utilizing Microsoft’s HoloLens.
During October 2015, Boeing announced it had developed an extremely lightweight and strong material described as “an open cellular polymer structure” that is 99.99% air and will be used on rockets, airplanes and cars.

15. Be the AE of Change
and digital to brand their businesses and build a community of loyal customers is your most important task.
Retailers still need TV’s reach-and-frequency effectiveness that is greater than all other traditional media to drive its large audience to retailers’ Websites, social media pages and mobile presence.
According to a September 2015 study, 51% of small-business owners think video streaming will have the greatest effect on their marketing; followed by the Internet of Things, 43%; messaging apps, 37%; and podcasts, 22%.