Digital Trends: Predictions for Digital Marketing in 2015

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.