Digital Trends: Quarterly Digital Intelligence Briefing

It’s that time of year again, the time when we hear from indus­try experts and busi­ness­es where they think the mar­ket­ing oppor­tu­ni­ties for 2015 lie.

Before we start look­ing at the trends we can expect to make it big next year, I thought I would review what the 2,500 mar­keters we asked for last year’s Quar­ter­ly Dig­i­tal Intel­li­gence brief­ing with Econ­sul­tan­cy said their main focus areas would be.

The results pro­duced 10 key oppor­tu­ni­ties for mar­keters, rang­ing from B2B con­tent and mil­len­ni­als to pro­gram­mat­ic adver­tis­ing and busi­ness agili­ty. I’ve pulled out 3 key trends I believe we have seen the most move­ment in this year.

First­ly, and with­out ques­tion, one of the main oppor­tu­ni­ties we’ve seen mar­keters grab by its horns is cus­tomer expe­ri­ence. This under­tak­ing has seen mar­keters rethink, or imple­ment, their cross-chan­nel and per­son­al­i­sa­tion strate­gies to pro­vide a joined up and con­sis­tent expe­ri­ence for customers.

Rather than cast­ing a wide net over cam­paigns, tech­nol­o­gy has allowed mar­keters to deliv­er cam­paigns across chan­nels to match how today’s con­sumer inter­acts and behaves in the online/offline world. In 2014, we’ve seen mar­keters increase their cross-chan­nel per­son­al­i­sa­tion efforts. How­ev­er, only 5% are per­son­al­is­ing exten­sive­ly and 66% only pro­vid­ing basic per­son­al­i­sa­tion. There’s still progress to be made, but 2015 is sure to see more wide­spread adop­tion to match cus­tomer expec­ta­tions and improve cus­tomer experience.

Sec­ond­ly, it’s been tout­ed as the next big thing in mar­ket­ing for the last decade, but mobile has final­ly replaced the desk­top for many users. Not only has mobile activ­i­ty increased, but the mar­ket­ing tech­nol­o­gy to track and serve these users has devel­oped sig­nif­i­cant­ly to become a viable chan­nel for mar­keters. As if we need­ed more proof, the lat­est Dig­i­tal Jour­ney event was a fine exam­ple of where things are headed.

The recent Adobe Dig­i­tal Index 2014 Online Hol­i­day Shop­ping fore­cast shows just how wide-spread mobile ecom­merce has become. Adobe Dig­i­tal Index pre­dicts mobile shop­ping grow­th of 38% in Europe this year alone, out­pac­ing even the US. Fur­ther­more, Eric­s­son has fore­cast that the mobile mar­ket isn’t like­ly to slow down any time soon with 90% of the glob­al pop­u­la­tion aged 6 or over will have a mobile phone by 2020.

The third key trend I have select­ed, and anoth­er mile­stone mar­keters want­ed to tack­le this year, is the align­ment of mar­ket­ing and IT in order to increase mar­ket­ing effi­cien­cy, agili­ty, and meet cus­tomer expec­ta­tions. This was a top­ic of much debate at our DMEXCO pan­el dis­cus­sion, and it was revealed that whilst most knew that the CMO and CIO must pur­sue a com­mon goal, the real­i­ty was 61% think that CMOs do not even need to be involved in the plan­ning process.

It’s clear that mar­ket­ing can no longer sur­vive with­out tech­nol­o­gy and, while progress has been made in align­ing mar­ket­ing and IT, if our Dig­i­tal Trans­for­ma­tion study reveals any­thing it is that this process is far from over.

In a nut­shell, that wraps up some of the key mar­ket­ing shifts in 2014. If you’re inter­est­ed in see­ing your progress against the mar­ket­ing trends of 2014 you can read the full Quar­ter­ly Dig­i­tal Intel­li­gence Brief­ing: 2014 Dig­i­tal Trends report here.

That was this year, but what does 2015 bring? We’d like to hear from you where your mar­ket­ing oppor­tu­ni­ties for 2015 lie. Take a moment to com­plete our sur­vey, share your thoughts on next year’s trends, and become a part of our Dig­i­tal Intel­li­gence Brief­ing 2015 report.