After 7 years of marketing research, Adobe compiled their findings into their Digital Marketing Survey, which turns a spotlight on companies that have achieved digital maturity.
It’s time to start thinking about how approaches to marketing strategy will be changing in the new year. If you want to gain an edge over your competitors, it’s never too early to jump-start new initiatives.
Altimeter recently released their 2016 State of Digital Transformation report. They define digital transformation as “The realignment of or investment in new technology, business models, and processes to drive value for customers and employees and more effectively compete in an ever-changing digital economy.”
Digital marketing has become increasingly important in the era of customer-centricity. Customers demand personalized experiences that surprise and delight them. They want to find information about products and services in places that are convenient to them. When consumers don’t find what they want, they become annoyed with your business and go to your competitors.
The rise of mobile has changed the face of marketing. Consumers increasingly use mobile to evaluate products and services and make purchasing decisions. An additional challenge has emerged to complicate the marketing landscape. Customers aren’t just using one type of device to make transactions.
We’ve officially kicked off the holiday shopping season, with Black Friday and Cyber Monday behind us. It’s a crucial time of year when marketers need to keep eyes on their current campaigns and ears to the ground for what’s coming next. 2015 saw marketers focused on the customer experience, while customers have been focused on decluttering. Everyone is still trying to find the sweet spot where the customer experience feels simple and seamless. So what’s on the horizon for 2016?
CDO’s come on one of two breeds: the kind that wall off mobile and web from the rest of the organization or the kind that embrace both consistent messaging and the two-way sharing of data.
Irony can be really helpful sometimes. Take for instance an email offer I just got promoting a webinar for key considerations, strategies and next steps for optimizing offers across every marketing channel. I run a company that specializes in cross-channel offer optimization, so this is a pitch-perfect message to me. How could I resist seeing how someone else approaches the hard work of leveraging data, offers, content and all human touch points to achieve frictionless commerce bliss? Eagerly, I clicked through the email and ended up on a landing page that – of course – wasn’t optimized for mobile. Ha.
We’ve all done it: on the train, in the waiting area, enjoying a cup of coffee and browsing our phones. Then we go back to our desktop (or laptop) to make a purchase. According to the Accenture Seamless Retail Study, we’re not alone: 91% of shoppers find the experience of shopping in a physical store to be “easy or very easy” while only 32% of consumers shopping via mobile feel the same way. So why the disconnect?
You have probably noticed hashtags during broadcasts, tweets streaming across the screen, second-screen applications where viewers can check in to watch a TV show together online and numerous other examples of the TV industry transforming itself into something more than a lean-back experience. The multi-billion dollar TV industry is fast undergoing a realignment from appointment television on the couch to a real-time, 24/7 entertainment anywhere business. So what can brands outside of the TV ecosystem learn from this?