Issue No. 251: 10 thoughts for 2018

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  • Brand: Nike will make small gains against Adidas by copying the German brand’s “creators” playbook (click above) but Adidas will remain the brand for rebels and the message will resonate better in 2018, as consumers shun the status quo.
  • eCommerce: Podcasts will continue to mature their eCommerce operations. There will be more examples of refined stores and high quality brand plays in merchandise.
  • Digital Media: Netflix is on to something and may scare the likes of AMC and Cinemark in 2018. Will Smith scored a big win with 11M week-one views. This is out of the 53 million Netflix subscribers. Expect the streaming service to redefine what Netflix means by building on the critical momentum of “Mudbound” and the viewership success of “Bright.”
  • eCommerce: Amazon will cut its affiliate spending by upwards of 40% in 2018. This will most likely affect independent media groups and some of BuzzFeed’s most recent efforts.
  • Digital Media: 2018 will be the year that Youtube influencers take ownership over their eCommerce presences and flock to white glove services that are fully vertical.
  • DNVB: Walmart will buy 1-2 more digitally vertical native brands in 2018. They will also test a smaller-box urban storefront, by a different name, for their higher end brands.
  • Brand: Brands with evergreen products will reduce Google SEM spend and shift to Amazon search products. Remember, Amazon is now a $1B+ advertising business.
  • eCommerce: Spurred by GGV Capital’s belief in China’s commerce sector, brands will begin spending considerable time working with China’s trove of mobile-first eCommerce platforms to grow through international channels. In 2008, it was SEM. In 2012, it was social. In 2016, it was the Soho pop-up. In 2018, it will be American exports in China.
  • eCommerce: Shopify will develop a ‘featured’ marketplace for its top Shopify and Shopify Plus performers and it will compete against the likes of Wish and others. Expect this to be launched in the form of a mobile app with one-click purchasing. Tobi, Harley, and crew will also launch their first of many private label brands to appear on this marketplace app.
  • Digital Media: 🗣2PML will become a leading commerce podcast in 2018. It will become the go-to 20 minute pod for polymaths with little time for market research, continued education, and Porter’s Five Forces analysis.

Follow @2PMLinks for this thread and other updates.

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