Today, many reports on the latest trends seem to focus on the hype, not what is going to help marketers be better in the future. According to a Harvard Business Review article that examined the value and hype surrounding big data, they found that sometimes companies are expecting it to deliver more value than it actually can. But not all trend reports are like this. Recently, a report published by Econsultancy in partnership with Adobe looked at some truly attainable and actionable trends that will really matter to digital marketers in 2015. The 2015 Digital Trends Briefing Report highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2015, covering topics ranging from customer experience and mobile to cross-channel marketing and personalization.
Below I highlight a few trends from the report that I believe are relevant from the perspective of the customer experience.
Marrying datasets together
New technologies are revolutionizing the way marketing is done. As the marketing technology landscape experiences exponential growth, digital marketers will continue to find themselves overwhelmed by the options and data available to them. This was a key theme that emerged from the report and it emphasized that most companies sit on heaps of data, but are unable to turn it into actionable insights. But there is hope as the report finds that businesses, often for the first time, are marrying datasets and technologies together to provide the perfect experience for consumers. At iperceptions, we are leading the charge with our Active Recognition Technology which scales customer feedback to the speed and velocity of big data to recognize the intent and experiences of anonymous visitors in real-time. Then by injecting this data directly into Data Management Platforms (DMP) such as Adobe Media Optimizer, organizations can align content and bidding strategies to create more relevant retargeting campaigns. Marrying datasets with different technologies will be a key competence this year and will be essential in breaking down the data silos to improve the experience for customers.
Creating memorable experiences with personalization
The era of personalization is here. According to eMarketer, over 75% of B2C marketing decision makers rank personalization as very or extremely important for short term success. According to Jeff Fuhrim, Senior Manager of Conversion Optimization at Adobe, “Highly personalized experiences perform better, compelling more visitors to sign up, subscribe, download, or buy.” The report showed that many marketers have realized the power of personalization and ranked it the number one priority for in 2015. But it also highlighted that the challenge for organizations will be to create memorable experiences that also make a difference to the bottom line. At iperceptions, we are creating memorable experiences by using our Active Recognition Technology to feed intent data directly into dynamic Content Management Systems (CMS) . With the ability to leverage intent data in real time, this allows systems like Adobe Marketing Cloud to respond and deliver personalized experiences that match what the visitor wants and needs today. We believe that the key to personalization and creating relevant experiences is recognizing that it’s not about the person, it’s about their purpose. Only when brands shift their thinking towards their customers’ goals rather than whom they are will they be able to effectively personalize the customer experience and make a difference to their bottom line this year.
Single most exciting opportunity – the customer experience
According to the report, this is the year it all comes together for the customer experience. “While customer experience may not have provided the types of opportunities that some companies anticipated last year, the expectation appears to be that this is the year where efforts in this area will begin to crystallize.” Interestingly, companies are not just trying to improve the customer experience but more than three-quarters (78%) are attempting to differentiate through it. This is supported by Forrester’s Customer Index, which found that customer-centric companies gained 43% in performance compared to a 33.9% decrease for companies who have neglected customer experience. To improve and ultimately differentiate yourself from your competitors with a superior customer experience involves first understanding and measuring the needs, wants and expectations of your customers. At iperceptions, we collect feedback across the entire digital customer lifecycle using our research frameworks to provide a comprehensive picture of the customer experience. Then by combining this with web analytics data such as Adobe Analytics you can understand the WHY behind the WHAT of customer interactions. By taking data driven approaches such as this will be one of the key ways to crystalize efforts to improve the customer experience this year.
Based on some of the findings in the report, 2015 is shaping up to be a customer centric year with digital marketers marrying different datasets and technologies together, creating more personalized experiences and focusing on the customer experience.