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Digital Marketing

Customer-Centric Roundup: December 2016

by iperceptions, on Jan 6, 2017

The silly season has come to an end and the new year is upon us. But even in the midst of the holidays, many marketers hypothesized what the industry will look like in 2017. Here were some of the stories that stuck out to us last month. 

2017: Which technologies will change marketing?

Over the last year the technology landscape has changed immensely, from big tech acquisitions (E.g. Microsoft purchasing LinkedIn) to the emergency of virtual reality (E.g. Samsung reaching 1 million monthly active Gear VR headset users). 

In a look at 2017, Adobe’s Head of Market Intelligence and Strategy Mark Asher assessed whether mobile, the Internet of Things, experience-focused campaigning and artificial intelligence would enable businesses to meaningfully engage customers. Also he predicts that the potential horsepower of machine learning may redefine marketing all together over time. 

What does programmatic look like in 2017? 

It's a question more than a few advertisers have asked themselves. How do they know which inventory to buy? How can they leverage first, second and third party data to better reach customers? Econsultancy spoke with a few big hitters to gain their perspective as to where programmatic advertising will take marketers over the next 12 months.

One interesting prediction was from Chris O'Hara, Head of Global Marketing at Krux, who said that 2017 will be the year when inventory buying platforms come equipped with "‘AI Layers' that leverage machine learning within platforms." 

Advertisers aren't slowing down their spend 

Despite the fact that more people are using ad-blocking software now than they were two years ago, advertisers aren't adjusting their spend. An analysis from eMarketer showed U.S. digital ad spending among automotive manufacturers, financial institutions and hospitality businesses increased around 20 percent between 2015 and 2016.

They're not spending money on the same platforms, though. According to eMarketer, companies view digital video, social media and even virtual reality as the go-to mediums to engage customers. The article also touches on some pretty neat customer experience tactics businesses have used. 

IoT and machine learning will stake a claim in customer experience 

The Internet of Things (IoT) and machine learning are mentioned so often that it's easy to dismiss them as buzzwords, but there's a reason why they seem to enter any and every conversation nowadays. Forbes contributor Blake Morgan highlighted several examples of how these two technologies are currently impacting the consumer space, providing a glimpse as to what 2017 may hold. 

Infographic of the Month: 'How Programmatic is Getting a Major Boost This Holiday Season'

Holiday advertising is starting earlier and earlier and a lot of the dollars are flowing into programmatic advertising. This infographic published in AdWeek by Index Exchange gives a complete breakdown of holiday spending by market to industry. If you want a comprehensive breakdown on programmatic investments over the holiday period, this is it. 

Blog Post of the Month: '7 iperceptions Blog Posts That Will Make You A Better Customer Experience Expert in 2017'

Covering everything from which metrics to use to how millennials interact with brands, this blog directs you to a lot of rich information about how to become a better customer experience expert.

Image source: Pexel


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