Digital Trends in 2017

The end of the year is tra­di­tion­al­ly the time when ana­lysts, mar­keters, and con­sul­tants pre­dict trends for the com­ing year. For the past six years, Adobe has teamed up with Econ­sul­tan­cy to bring you the lat­est dig­i­tal mar­ket­ing trends. Last year’s sur­vey gath­ered insights from 7,000 mar­keters world­wide to give you a glimpse of the chal­lenges and oppor­tu­ni­ties that lay ahead in the new year.

So, what will 2017 look like to you from a dig­i­tal mar­ket­ing per­spec­tive? What are the changes you envi­sion and the areas where you will focus?

Acknowl­edg­ing that tech­nol­o­gy is a dri­ving force for dig­i­tal mar­ket­ing, this year we want to hear from IT depart­ments and get their unique per­spec­tive on areas such as dig­i­tal doc­u­ment work­flow and tech­nol­o­gy infra­struc­ture. We want to know what are the inter­nal bar­ri­ersto suc­cess­ful­ly dri­ving dig­i­tal trans­for­ma­tion with­in their organ­i­sa­tion, how they plan to improve work­flows whilst main­tain­ing and improv­ing lev­els of secu­ri­ty and com­pli­ance, and whatchal­lenges are keep­ing them awake at night?

The sur­vey takes 10–15 min­utes to com­plete and in return, you’ll receive a free copy of the report, in Feb­ru­ary 2017.

Par­tic­i­pate in this year and be a part of this dis­cus­sion. The sur­vey clos­es on Jan­u­ary 3rd.

Mean­while, here is a reminder on the trends of 2016.

If 2015 was the year that cus­tomer expe­ri­ence became a top pri­or­i­ty for mar­keters, 2016 has been the year when they fig­ured out how they’re going to do it, look­ing to build the toolset that will get the job done. This trend had the effect of lift­ing oth­er areas into top pri­or­i­ty sta­tus. The top three “excit­ing oppor­tu­ni­ties” for 2016 were

Once cus­tomer expe­ri­ence tops the list, it is no sur­prise that rel­e­vant con­tent and data-dri­ven mar­ket­ing would fol­low. Mar­keters need to pri­ori­tise data-dri­ven mar­ket­ing because of the focus on cus­tomer expe­ri­ence. Mas­tery of data is required to pro­vide the top expe­ri­ences, includ­ing per­son­alised con­tent, that mar­keters seek to deliver.

The top three dig­i­tal-relat­ed pri­or­i­ties for mar­keters were tar­get­ing and per­son­al­i­sa­tion, con­tent opti­mi­sa­tion, and social media engage­ment. We can see how these pri­or­i­ties would result from the desire to con­vert the top “excit­ing oppor­tu­ni­ties” into busi­ness rev­enue. Tar­get­ed, per­son­alised con­tent that is opti­mised for what­ev­er plat­form the cus­tomer engages on is at the core of a cus­tomer expe­ri­ence that will dri­ve loyalty.

How will the land­scape look next year? Par­tic­i­pate in this sur­vey and be a part of this dis­cus­sion. The sur­vey clos­es on Jan­u­ary 3rd.