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 barriers to successfully driving digital transformation within their organisation, how they plan to improve workflows whilst maintaining and improving levels of security and compliance, and what challenges 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
- Optimising the customer experience
- Creating compelling content for digital experiences
- Implementing data-driven marketing that focuses on the individual
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.
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