Digital marketing is a fast moving world, with trends and innovations constantly pushing us forward. Recently, we took a look back at our predictions for 2014 and, with the new year rapidly approaching, it’s time to look forward.
I’ve been speaking to those in the know at Adobe to find out how they see digital marketing developing over the coming year. A handful of key trends have risen predominately to the top so here’s the round up.
Data will be used to drive decisions, not defend decisions
In the past 12 months Big Data has caused a big fuss as marketers attempt to take advantage of the huge amount of data at our fingertips. Until now, marketers have primarily been using this data to report on campaign success in order to prove their work in the business and on the bottom line.
Adobe´s Product Marketer for the Adobe Marketing Cloud, Axel Schäfer predicts that data-driven marketing will increasingly allow marketers to make more informed plans and to validate ROI and marketing accountability like never before:
“Powerful mathematics and algorithms turn data into a crystal ball. This analysis can help marketers know when and where to best spend their marketing budget, track the impact of marketing and allow social media to take its place driving real business decisions and results.
With dashboards and reports that combine web, social, mobile, advertising and other data sources, marketers can access insights and react in real time. With this data in your arsenal, it is possible to create targeted, personalised customer experiences that are consistent across all touch points. Customers don’t live in a single channel; neither should your marketing.”
Cross Channel will become ‘one channel’
Our physical and digital worlds have collided and customers no longer differentiate between the two, explains Adobe’s Industry Marketing Director, Michael Plimsoll:
“Whether it’s interactive shop windows, augmented reality mirrors or use of iBeacons, the winners will be those companies that use the right technology and data to deliver compelling, seamless experiences across all channels. Consumers will want a great experience regardless of when, where and how they interact with a brand.”
Personalisation of this customer experience has been a key buzzword this year. Now, it is set to move beyond simple web based relevance into personalised experiences that are truly cross channel, says Jamie Brighton:
“Backed up by strong data, it’s time for personalisation to grow up. Consumers are tired of simplistic and clumsy attempts to personalise. As we develop more sophisticated techniques, we are able to make personalisation more relevant and meaningful, adding value and reaching channels where this technique has not been used before.”
Brands will live or die by their mobile chops
After years declaring this year will be the year of mobile, the tipping point has been reached. Gunnar Klauberg, Senior Marketing Manager for Adobe Experience Manager, explains:
“Time spent on mobile devices is increasing, as consumers feel the benefits of accessing all their essentials (messaging, contacts, payments etc.) in one place. We need to overhaul our approach and start thinking of mobile as the foundation of the customer journey. Major brands will face stiff competition in the battle to reach mobile consumers and the winners will be those who can deliver highly personalised content successfully. In a fast, evolving landscape, this will also mean fighting for talented, mobile-centric marketers who will be in high demand.”
Have your say:
So there’s the round-up. 2015 looks set to be the year of sophisticated data where knowledge sources are combined in an attempt to create seamless customer experiences.
Do you agree? What have we missed? We’d love to hear your thoughts, so fill in our 2015 digital marketing survey and become part of the Digital Intelligence Briefing 2015 report.