Posts in Category "Digital Marketing"

Taking Marketing to the Next Level: The Marketing Innovations Track at Adobe Summit

As innovations change the landscape, the finish line for marketing excellence is constantly moving forward. But it doesn’t have to be out of reach.

The Marketing Innovations track at this year’s Adobe Summit EMEA features industry experts and business leaders who are at the forefront of marketing innovations and innovative marketing strategies. Join and learn as they share their expertise and vision on how to take digital marketing to the next level. Engage with fellow marketing executives to get ideas on how to combine leadership insights and marketing strategies with the digital marketing solutions that will enable you to build the next generation of marketing success for your organisation.

Here are my recommended sessions for the Marketing Innovations track at this year’s Summit.

IN1: Modernising a Cultural Monolith

Brands, like people, can become set in their ways with age. Beano Studios learned this first hand, as they worked to transform an 80-year-old children’s comic into a full-fledged digital, broadcast, fashion, art, and live entertainment brand. Beano Studios CEO Emma Scott will present a unique insight into how Beano Studios took the best practices and traditions of the iconic children’s brand and applied them to a range of modern platforms—among them beano.com, the Beano App, a new series of broadcast projects, YouTube, and Popjam—and exciting brand collaborations.

IN2: Does Everything Need to Be Digital?

Mr & Mrs Smith began life in 2003 as a guidebook to the finest boutique hotels and has evolved into a global travel club with 1.5 million like-minded members in more than 100 countries. Hear how the company has gone through its own digital transformation from being fully offline to fully online, with a vision of owning an industry category from “first to last click.” And learn how the company achieves the right level of content curation to deliver a luxury brand that is not only trusted but also accessible.

IN3: Innovation in Content Marketing Starts with a Reality Check

Marketers have been operating under a false pretence regarding their audiences’ ability to concentrate for longer than 8 seconds—a.k.a. the “Myth of the Goldfish.” In this keynote, Jason Miller, Global Content & Social Leader for LinkedIn Marketing Solutions, will reveal how changes in society’s ability to multitask are transforming content marketing. He’ll explain how to up-cycle your pre-loved content to extract every last ounce of value from your existing investments, and innovate around the technology you already know how to use, to build an owned media empire.

IN4: Profiting from the Truth

The future is about market depth and involvement, not market width and awareness. Communicating with clarity ultimately means removing the illusion of separation, understanding that “you are your customer” and treating your customers as you would have them treat you. In this session, BJ Cunningham will draw on his own experience as a serial entrepreneur, including his thought-provoking case study of “DEATH Cigarettes,” positioned as “the honest smoke,” to illustrate his straightforward brand and business thinking.

IN6: Three Tech Trends That Will Shape Everyone’s Future

In this session, technology cool hunter and music hacker LJ Rich will explore how the latest tech trends could affect you and what you can do to stay ahead of them. Her unique approach means she seeks out the more eccentric end of human/technology interfaces, where technology and creativity meet. From mixed reality to mind control, LJ will provide an accessible look at what the future could hold, inspiring you to think more creatively about the world we’re all about to enter.

We look forward to seeing you at Adobe Summit EMEA 2017, and if you haven’t registered to attend, there’s still time—just click here to find out about all the other exciting things taking part at the event.

Transparency and Resilience on the Road to Digital Transformation

Digital transformation is increasingly important in today’s continuously evolving digital world. The challenges that come with such a change are many, and companies often find themselves uncertain of what step to take next. For a business to achieve a smooth and successful digital transformation, team members need to be transparent and exercise resilience, as some of our contributors on CMO.com recently shared. Read on for more insights on how to stay ahead in today’s digital culture.

Dan Brotzel, content director for Sticky Content, shared some insights about personal resilience in the midst of today’s fast-paced digital world. After sharing some of the challenges people face that result in almost crippling anxiety, Brotzel discussed how personal resilience is gaining ground, quoting authors such as Angela Duckworth and former Navy SEAL Eric Greitens. Resilience, or the ability to survive and thrive, is vital for individuals in both business and their everyday lives.

Jonathan Simmons, chief strategy officer for Zone, shared that when he looks at companies that have fully embraced digital transformation, he notices that many of the digital services provided look essentially the same. There’s nothing to set companies apart. Simmons challenges brands to focus on what makes them unique. Whatever sets your business apart and makes it great should be your starting point.

Klaus Sommer Paulsen, CEO, creative director, and founder of AdventureLAB, discussed the increasingly important role of experience design for brands in 2017. Paulsen encourages brands to keep an open mind and treat their experiential activities as “a continuous trial-and-error exercise.” What works now may not work later. What works for a business similar to yours may not work for you, and what works for a business completely outside your sector may be just the solution you’re looking for. Paulsen also shared an invaluable list of technologies and ideas that are currently influencing experience design, such as augmented reality (AR) and quests.

As a part of Advertising Week Europe 2017, several CMO.com contributors shared the need to keep human relationships a priority in a digital world. Feilim Mackle, chief executive of Dixons Carphone, spoke about the need for diversity in the workplace, citing that it creates an environment for better decision making. Lisa Gilbert, CMO of IBM UK and Ireland, challenged businesses who are going through a digital transformation to speak honestly with one another, cutting back on wasted time and ambiguity.

According to Thom Noble, CEO and founder of NeuroStrata, advances in neuroscience are now making it possible for marketers to “measure consumers’ deepest, unconscious desires and emotional triggers.” With new neuro and biometric methodologies being adapted for the marketing industry, marketers are able to understand how decision making is guided “at the nonconscious level.” This provides unprecedented opportunities to identify insights and apply those insights to trigger certain responses in consumers.

We hope you’ll gain some helpful marketing insights from our exclusive content on CMO.com. Please let us know what you think.

Transformative Strategies for Compelling Experiences: The Marketing Operations Track at Adobe Summit

Today’s consumers expect consistency and unity across all their experiences with a brand. As your organisation undergoes digital transformation or evolves on its digital marketing journey, you’ll need to employ increasingly complex strategies and processes that touch every part of your business. This means you’ll have to work more closely than ever with other departments and develop a greater appreciation of issues in legal, operations, and IT.

In the Marketing Operations track at this year’s Adobe Summit EMEA, you’ll be learning from industry experts and Adobe thought leaders alike as they share their marketing operations strategies and techniques. You’ll also learn how Adobe Experience Cloud technology lays the foundation for giving your customers a consistent, continuous, and compelling experience.

I highly recommend the following sessions in the Marketing Operations track at this year’s Summit.

OP1: Organisational Structures for Marketing and Digital

The fast pace of change that companies find themselves facing dictates a need for improved organisational agility and experimentation, whilst being ruthlessly focused on customer needs. How should we be designing organisations in this environment of rapid disruption? Utilising Econsultancy research from its range of Best Practice Guides and survey reports, this session will address the stages on the path to digital maturity, explore the convergence of marketing, sales, and other teams and skills, and highlight several case studies of winning organisational structures.

OP2: How to Kick-Start Your Global Digital Transformation

What are the recipes for in the digital-first, data-driven business world? This session will highlight the fundamental components of a successful transformation. Standard Bank in South Africa will walk through the path they took to standardise collection of relevant data, deliver meaningful insights, and unify analytics, measurement, and reporting across 23 countries. You’ll discover why it’s so crucial to understand your own organisation’s digital operating model, and you’ll see how to drive adoption across digital specialists, agencies, and developer teams to build a centre of digital expertise in your business. Most importantly, you’ll learn how to quickly identify ways to improve.

OP3: People Core Service: Amplifying Data, Insights and Action

In this session, you’ll learn how an Adobe customer found ways to use data they never knew they had, to get insights they never knew about, and take actions that they didn’t think were possible. You’ll find out about the options for creating segments in Adobe Experience Cloud, see how they shared these audiences and made them actionable, and gain confidence in turning your organisation into a personalisation powerhouse.

OP4: Adobe Cloud Platform: The Heart of Adobe Marketing Cloud

Discover how the Adobe Cloud Platform helps you identify, understand, and engage customers; and deliver consistent, continuous, and compelling experiences that delight them at every turn. Find out exactly what the platform is, where it’s heading, how you can get value now and in the future, and even how Adobe partners can get involved. Of course, we won’t just talk about it—you’ll see it in action as you learn how Adobe’s data science framework improves the design and delivery of rich customer experiences, and how the platform increases the innovation and value of core services, powering up each solution in the Adobe Experience Cloud, and supercharging all your data for maximum effect.

We look forward to seeing you at Adobe Summit EMEA 2017, and if you haven’t registered to attend, there’s still time—just click here to find out about all the other exciting things taking part at the event.

Fluid Content for Fluid Experiences

A few days ago, my colleague, the always very sharp and interesting Vijayanta Gupta, published an article on the need to create fluid experiences in online retailing.

In this article, Vijayanta explains that we are now in the golden age of the consumer, a golden age dominated by what the consumer wants. To win, brands must offer fluid experiences that are adapted to consumption behaviours, combining multiple touchpoints and facilitating the passage from one channel to another.

Interactions: The end of fixed sequences

This article reminds me of a discussion I had recently with the creative director of a major communications agency, when he explained to me the transformation of his job and talked about creating “fluid content.”

What did he mean by that?

He meant that it is no longer possible for a brand to see the interactions with its audience as fixed sequences, with a beginning, a middle, and an end.

Brands can no longer build a marketing or communication operation based solely on media buying, as some still do. Rather, they need to rely on a brand content approach: the content needs to be interesting and stir curiosity first. The brand must then position itself, by taking advantage of the interest generated, on this return on attention.

The notion of fluid content

What does it mean to rely on fluid content? And, first, what is fluid content?

Fluid content means that it is no longer about producing long videos or writing articles that should be consumed one after the other, in an order defined by the agency and the brand. Rather, it is more a question of producing multiple short pieces of content, rather funny (to engage and create proximity), that will be published both on proprietary platforms (branded sites) and on social networks, where the audiences are.

This content is said to be fluid because it’s consumable without a specific order, depending on users’ wishes. They will obviously be pushed during specific moments, but users won’t need to see them in a specific order or see them all to understand the message. In fact, it is a delinearisation of the marketing campaign, where the sequence is less important than the presence.

By consuming part of this content on social networks, part on media sites, and another part on branded sites, users will be immersed in a variety of content, which will generate interactions among Internet users first (such as shares and comments), then with the brand. The latter won’t arrive until long after, relying on the connivance created around the content.

This where we find the fluidity: in the capacity to push content on multiple platforms, in allowing everyone to appropriate it, in a multichannel approach that does not cut content according to the media but instead according to users’ interests.

Two essential elements for fluid contents

This fluidity also comes from two complementary and essential elements:

  • The data: One must be able to measure the performance of each piece of content, the consumption spaces, and the interactions generated. This helps give creative people more ideas for producing new content, which will be published over time, depending on the insights coming from these data.
  • Time: The idea is to stop focusing on short campaigns, and instead focus on approaches oriented toward branding, which take time. These approaches are less about campaigns than about positioning, visibility, commitment, and building relationships.

So, are you ready for fluid content? Ready to forget the classic commercial approach with multiple formats? Ready to position digital as the focal point of your new advertising approach? In any case, your customers are! Do not make them wait.

If you did want to learn more about fluid content and experience, do join us at our Adobe Summit EMEA, we would love to see you there.

Join us for Pre-conference Training courses at Adobe Summit EMEA 2017!

Preconference Training at Summit is one of the best opportunities for you to accelerate your digital transformation, extend your experience and upskill your digital capabilities. We know that individuals who train with us increase their Adobe product usage by 130%. Attending training is the best way to get more value from your investment in Adobe products.   

 So, why join Adobe for Preconference Training at Adobe Summit EMEA 2017?

  • Speed – training increases product usage 130% – accelerate the time-to-value of your investment
  • Convenience – you’re coming to Summit, maximize your time away from the office and learn as a team.
  • Experience — our instructors have trained over 1000’s of customers, they know the “gotcha’s” and “killer tricks” (quote from a customer!)

Bring your team to Preconference training at Summit. It will help you generate maximum ROI by getting everyone together out of the office and focusing the team on working as a well-oiled machine. Attending training at Summit is an effective way to onboard everyone at once and get the whole team out of the day-to-day.

Come find out what all the hype is about and join us for Preconference Training on May 8 and 9 at Adobe Summit EMEA!

Adapting to the changing advertising landscape

This week we’re delighted to join the biggest gathering of Europe’s marketing community at Advertising Week Europe (AWE) in London, of which Adobe is a proud partner.

This is an exciting but also challenging time for advertisers, as is evident by the range and depth of discussions at this year’s event.

For one thing, advertisers face an increasingly complex and fragmented media landscape. With legacy silos for media planning and buying across TV and digital, the massive proliferation of devices, and frightening amounts of data, advertising has become overly complex and even overwhelming.

The data challenge alone is huge. Today customers have high standards when it comes to brand interactions, and brands must deliver exceptional experiences at scale or risk losing customers to competitors. The big question is how they can harness the huge amounts of data resident in their organizations and make this data actionable across all customer touchpoints, in order to provide these experiences at scale. No small task.

Addressing these two challenges, we have some exciting news coming out of Adobe Summit in the US this week. Take some time to read about the launch of Adobe Advertising Cloud, which will help marketers better navigate the increasingly complex advertising landscape by unifying and streamlining the ad planning and buying process. And, together with Microsoft, we are also excited to announce the development of a new, open industry standard for marketing and sales data – a standard that will provide common language for this type of data so that brands can deliver digital experiences at scale.

Another point of discussion at AWE this week has been the role of marketers and CMOs. It’s a role that’s changing rapidly and enormously. We’re no longer brand architects; we’re an integral part of driving revenue, too. It’s essential that marketers grasp the plethora of technologies that are emerging. With digital transformation bringing constant change to our roles, marketing AI, driving intelligent cloud and championing customer experience will become integral.

Lastly, there’s the now perennial question of how marketing can marry art and science, data and emotion. Those in the advertising industry are all aware that emotive content is central to the way that people engage with their brand. But with organisations turning their heads to automation and efficiency, the question is whether we can create an emotional element. One key takeaway at AWE so far this week is that brands and agencies must use the technology that allows them to do both. For those who can tie the knot, the opportunities to offer targeted, emotive content both quickly and efficiently will be considerable.

Very excited to be at AWE this week – and watch this space as we report on more take-outs after the event.

How AI Is Changing the Role of the Digital Marketer

We live in an increasingly automated world. Every month, machines take on more optimisation decisions once made by humans. This transformation has many people—marketers and consumers alike—wondering whether we’ll reach a point where we simply set the machines free to do their job. Given that many see this transformation as inevitable, what will the role of the digital marketer be in five years’ time?

In truth, many machines are already being set free. Recently we’ve seen major breakthroughs in speech recognition from systems like Amazon’s Alexa voice service. We’ve seen rapid growth in the power of machine translation in systems like Google Translate. And technologies like automated image recognition—not to mention self-driving cars—wouldn’t be possible without major advances in the way computers see the world.

Learning from feedback

What all these technologies have in common is that they’re applications of artificial intelligence (AI)—more specifically, neural networks and deep learning. We’ve had these technologies at least since the 1990s, but computer scientists have finally harnessed both the vast computational power and the enormous storehouses of data—images, video, audio, and text files strewn across the Internet—that, it turns out, are essential to making neural nets work well.

But neural nets, like many modern AI technologies, don’t work in a vacuum. As projects like Google Translate and self-driving cars have shown, AI can only do its job effectively if it receives ongoing feedback from the real world.

In 2007, many high street banks in the United Kingdom were using TouchClarity (a company I used to work for, now part of Adobe)—an automated behavioural targeting platform—to determine which products to show to which customers. The results of machine learning at the time indicated that a hero banner, along with three smaller creative slots, was the best way to use the homepage real estate, and most banks’ homepages really did end up looking like this fairly rapidly.

Over time though, banks realised that the homepage had to be seen as more than a sales opportunity; it’s an effective tool for signposting specific customer journeys. Banks arrived at this realisation through a creative process and by consulting with customers—not as the result of a machine learning exercise, which is why today their homepages look very different from that formulaic hero banner-led approach.

Even so, machines are having an impact on optimisation in a number of ways.

Advances in analytics

Generative design uses computerised algorithms to explore entire solution sets. In other words, you state your goals and constraints, then allow the computer to generate designs and iterations for you that you might never have thought of—a kind of accelerated artificial evolution, as some have called it.

We often use the concept of generative design in digital marketing, under the names audience segmentation, cluster analysis, and predictive analytics. These technologies analyse data in an automated way to discover insights about our audiences more quickly, and even predict future behaviour, by understanding when and why a customer might get in touch. This computerised “foreknowledge” enables us to deliver enhanced personalisation and allocate our resources more efficiently.

Now that generative design can predict customer behaviour more accurately than human marketers can, should the marketing industry prepare for a massive wave of redundancy notices? After all, as the Governor of the Bank of England, Mark Carney famously said, “Every technological revolution mercilessly destroys jobs well before the new ones emerge.”

The truth, as usual, is a bit more nuanced and complex.

Transformations in marketing

Marketers’ jobs will indeed undergo massive changes over the next few years, but it’s not all gloom and doom. The changes will, on the whole, be positive.

Over the last few years, we’ve seen marketing become more accountable for a broader range of disciplines, including direct revenue contribution, and, in many cases, even customer experience. This set of roles, skills, and requirements is too big for us to master with manual processes, which means we need to think about how machines can help.

We need to start by fostering conversations about how we can bring data science into our marketing activities, and, ideally, how we can work with data scientists within our own organisations to provide more of that all-important real-world feedback to the machines that are becoming central to our work.

But even more than this, as Econsultancy’s CEO has previously explained, the marketing industry needs to start replacing its “T-shaped people”—those with a specific, deep expertise—with “pi-shaped people,” who have a broader knowledge base and possess skills that span both left and right brain disciplines. In other words, we need marketers who can be analytical and data driven, while also understanding brand image, storytelling, and experiential marketing.

As marketing undergoes these shifts in skills and thinking, our relationship with machines will also change. In many cases, we’ll move from being merely operators of digital marketing tools to being curators—choosing the best possible solution and working alongside the computer to co-create the ideal design. And when machines advance to the point that they’re offering their own opinions, which, strange as it sounds, may be as little as five years away, we’ll move into the role of mentors, providing input in the form of human-defined goals, values, and parameters.

In short, the idea is not to replace people with robots, but to “remove the robot from the person,” as Aviva’s CFO, Tom Stoddard superbly expressed it in a recent interview. In other words, AI will help free marketers from mechanical tasks and empower them to use their creativity to tell powerful, creative stories about their brands. When we set the machines free to do their jobs, we’re likely to find that marketers, too, are more free to do theirs.

The Evolving Financial Services Landscape: Delivering Data-Driven Customer Experiences

The financial services landscape is increasingly being defined by banks’ attempts to harness new technologies, as well as compete with new financial technology companies. At the same time, it’s being sculpted by changing customer behaviour, whilst also filled with uncertainty about new regulations.

How will these trends play out in 2017? Our research shows that the coming year will be defined by customer experience, to a degree never before seen.

Shifts in the landscape

In my two-part series on the Revised Payment Services Directive (PSD2), I explored just a few of the ways the financial landscape has become more competitive. Most of these transformations point back to the fact that financial products have become ubiquitous. In other words, banks can no longer differentiate themselves solely through their products; rather, they need to stand out through the experiences they provide to their customers.

We’ve also seen a lot of changes in consumer behaviour. Your customers’ time has become more precious, and they’re less inclined to spend it on financial services – especially when a growing number of apps and websites are there to assist. Instead of stopping into brick-and-mortar branches, customers engage with their banks and insurance companies on their mobile devices—a level of convenience that raises the bar in terms of consumer experiences.

In fact, customer behaviour and expectations are being “trained” by other industries in which digital-first companies are already delivering standout customer experiences – see, for example, Uber, AirBnB, and Deliveroo. Within FSI specifically, small, agile fintechs are also raising and sharpening consumer expectations.

It would hopefully be fair to say that, since the recent financial crisis, consumers have lost much of their trust in banks. They still have cognitive trust in banks to be competent in things like transferring money and paying bills, but many customers have lost social, or affective trust in their banks—that is, they no longer believe that their banks hold their best interests at heart.

As high street banks are focused on re-earning this social trust, they find themselves starting with “negative equity,” whereas new start-up fintechs, which were not around during the financial crisis, are starting from zero – a clear advantage in many consumers’ eyes.

This competitive advantage, as well as their ability to deliver on customer experience, is allowing these new fintech companies to step into the landscape, and defining a new competitive age for the financial services industry, in which fintech companies become serious competitors for traditional high-street banks.

One trend that has started recently, and I predict will grow quickly, is banks no longer trying to compete with fintechs but realising their best bet is to partner with them. A good example of this is the new partnership between Santander and Kabbage.

New regulations are also shaping the financial landscape. As PSD2 moves toward implementation, and the General Data Privacy Regulation (GDPR), which spans every industry, also becomes a reality, many financial companies are looking on with uncertainty.

Crucial factors in 2017

Within this landscape, Adobe’s 2017 Digital Trends Report found, “Customer experience is regarded as the primary way for organisations to differentiate themselves from competitors in 2017.” Of course, customer experience was also a key differentiator in 2016 – but over the coming year, it’s going to attract more investment and attention than ever before.

This means the financial services industry needs to adjust its ambitions. How do you deliver against this customer experience? How do you understand each consumer, and leverage real-time data to ensure that every experience is relevant?

Our research finds that this boils down into five crucial factors:

  • Context – understanding what the customer wants and needs, by analysing the customer’s behaviour
  • Experience – deliver a rich and immersive customer experience that’s easy and intuitive to engage with
  • Anticipation – predicting what the customer will want today, tomorrow, and the day after
  • Orchestration – providing a seamless journey across every touchpoint
  • Raising the bar – taking the customer from satisfaction to delight and always looking to improve

Given the desire to be seen to deliver against customer experience, we will see leading financial institutions focus on the following areas to differentiate themselves.

First, they will harness their data intelligently and enhance their predictive capability using artificial intelligence and cognitive computing systems. The first application of this will more than likely be with “robo-advice” customer service systems that will use this new capability to enhance the customer experience. Royal Bank of Scotland (RBS), for example, has just started using IBM Watson technology to automatically answer customer questions and pass requests to the right agents. And that’s just the beginning. The latest research from global market intelligence firm International Data Corporation (IDC) shows that a full 20 percent of banks will integrate artificial intelligence into their customer experience in 2017.

Second, 2017 will see increased adoption of cloud services, as institutions overcome their internal security issues and realise the benefits outweigh the risks. At the same time, banks will need to build modular cloud architectures that support bank-wide shared services, to ensure that they can deliver against customer requirements. IDC research says that by 2020, cloud adoption will reduce infrastructure spend by 20 percent among top-tier European banks.

We’re also going to see major development around personal financial management tools and data management sharing through advanced applications and tools that deliver added value to customers.

As industry-shifting as artificial intelligence and cloud computing will be, their significance pales in comparison to the importance of PSD2 (with its concerns around APIs and IT infrastructure) and GDPR (with its multi-industry changes to data management), as well as the increasing demands in terms of the customer experience.

Data management is central

All of these new, trendy initiatives that banks will be talking about rely on one thing; data management. And very few organisations have made any real strides in eliciting insights from their internal databases of customer information, or have linked that information to desktop and mobile behaviour. While technology vendors offer the necessary capabilities, most banks and investment companies haven’t yet onboarded those solutions. As more financial institutions recognise the need for comprehensive data management tools – and feel the pressure from new regulations and trends at the same time – we’re going to see intensifying activity in this area.

In short, 2017 is going to be about getting the data right. Much more than the longer-term ambitions around robo-chats, cloud computing, personal applications, and mobile wallets, financial services companies are going to spend 2017 building a foundation of data that complies with regulations and delivers against customer experience demands.

This speaks to a significant opportunity for fintech companies that begin to focus on data management right out of the gate. Once you’ve got a sufficient data infrastructure in place, you can begin to focus on delivering that data-driven customer experience that will differentiate you from your competitors.

To find out more about general digital trends over the coming year, download the 2017 Digital Trends Econsultancy Report. We’re also currently completing a review of the customer data specific to the financial services industry, so watch this space for a quantitative analysis of digital trends within financial services, coming soon.

Modern customer service for a traditional industry

Tailor-made customer journeys lead consumers to spend 70% more time on Dutch insurance company’s website

Few industries are quite as traditional as finance. But Dutch insurance company Loyalis knew that to connect with modern audiences required a new digital strategy that approached customers with a personal touch. To do that, the company needed to gain insights into how its customers interact with its digital touchpoints and use that information to manage cross-channel marketing campaigns.

Loyalis found what it was looking for in Adobe Marketing Cloud. The Adobe Campaign, Adobe Analytics, and Adobe Target solutions work together to analyze customer behaviors and manage email and advertising campaigns, website experiences, and customer service from a single interface. The integrated solutions help Loyalis take a holistic approach to customers, using insights from multiple sources to learn more about what customers want.

A better understanding of customer preferences helps Loyalis create tailor-made customer journeys for every website visitor that truly address their needs. When people download a whitepaper, Loyalis can follow up that interaction with an email based on a similar topic to create communications that better resonate with customers.

“Our conversion rate went up and our time-on-site increased by more than 70%,” says Jerome Nicolaes, On-Line Consultant at Loyalis. “People were interacting with our content because it’s really fine-tuned to their needs.”

5 Thought-Provoking Statistics about Digital

Digital is everywhere, and therefore we no longer need barriers between the physical and digital worlds. What matters is no longer the website, the mobile application, or the web content; rather, it’s the experience offered by the brand, and the role of digital in this global, multichannel experience.

To illustrate this, I wanted to share five statistics that show how digital is everywhere, transforming everything and of concern to everyone.

1. The broadcast of Super Bowl strongly boosted sales of derivatives.

The Super Bowl is the most popular sports event in the United States (with about 110 million viewers for the 2017 game) and traditionally brings family and friends together.

What is less well-known is that its influence is also digital. NFL fans prep for the game by buying their team’s gear. According to Adobe Digital Insights, units of NFL products sold online increased 19 percent before the Super Bowl and 104 percent after the game.

2. When it comes to video, smartphone replaces tablet.

According to the Adobe Digital Index “Q3 Digital Video Benchmark Report,” tablet share of video starts declined 7 percent between 2015 and 2016, while that same share increased by 33 percent on smartphones.

The smartphone is now the device of choice for watching video, its rise aided by the adoption of larger-screen smartphones. A device not originally intended for video has radically transformed its use. Even Steve Jobs did not foresee the potential; he once said while showing an iPod, “nobody will ever watch video on it!”

3. It is only the beginning for the digital transformation of companies.

Although 26 percent of companies say they are “completely ready” to execute digital strategies, only 10 percent describe themselves as fully digital, and 47 percent haven’t started to embark on digital transformation.

While 87 percent of companies say that digital transformation is a competitive opportunity, only 5 percent say they have mastered digital to a point of differentiation from their competitors.

Proof that there is still lots to be done in this area . . . and many opportunities for those who will find the right positioning!

4. Putting an end to silos is a priority

According to a Forrester report, 43 percent of organizations with a mature digital strategy see internal departments competing to own digital as the most significant barrier to digital transformation. At the same time, 32 percent of companies say that recruiting employees with the appropriate digital skills is their biggest challenge in terms of digital transformation.

We also note that by the end of 2017, two-thirds of the CEOs of the top 2,000 global companies will have put the digital transformation strategy at the center of their corporate strategy. However, this also means that one-third will not!

5. User-generated content is key

User-generated videos on YouTube get 10 times more views than the content created and uploaded by a brand. The power of user-created content is also undeniable in terms of conversions: it generates 29 percent higher web conversions than campaigns or websites without it.

What about you, what is your point of view regarding the universal and inevitable aspect of digital transformation? Do not hesitate to give your opinion within the comments!