IT has revolutionised online marketing since ever. The great range of devices (smartphone, tablet, laptop, desktop) the customers can use keeps on creating new development opportunities. Personalised and conceptualising a relationship according to specific needs is the common goal and the main challenge of “digital marketing”. Each time a technology reaches its maturity level, joint production enables new major developments.
Content marketing, data-driven marketing and beacons are the current trend, but they will be critical within few months.
Leads generation (identifying prospects according to their interests for a given content) became almost main stream. Despite being a hot topic for more than 10 years, real time marketing is not showing any sign of development.
In the following article we will expose what are the hottest IT trends. Those which will deeply influence the way marketing is being done in the long term.
Data exploitation with Digital Marketing Hubs
Datas are being critical, and hubs will become more and more accessible. They work as common reference for marketers that are collecting, analysing, visualising or modifying datas.
These hubs are also feed by operational information coming from ERP, which means that connectivity and openness must be taken into consideration as early as the design phase.
This data platforms underlie all the omni-channel and customer vision strategies, as well as the exploitation of information from loyalty program.
Despite being one of the most important matter among worldwide marketers during the past years, many organisations can still have margin for improvement. “Where do we start” and “how do we get to the next level” are the main learning goals.
Bad practices have affected the trust of advertisers (displays not being verifiable, pages refresh, false clicks, etc.), but these tools must regain their reputation with alternative forms of automation, like better targeting and increased transparency regarding the quality of the offered campaigns.
Its was among the top priority of businesses few years ago, therefore many of them adapted the design of their website and e-mails accordingly, with now less opportunity of growth.
But studies are showing that the conversion rate on smartphone is lesser, so margins for improvement still exist. Marketers must also improve on analysing the data being collected in order to increase the sales on these devices.
This insufficient engagement can probably be explained by the fact that desktops, laptops or tablets are still mostly used by users. Optimising too quickly toward a mobile oriented design could affect the sales on the main devices. Instead, leading companies are looking at adaptive mobile design approaches which have the benefit of serving more relevant, contextual content and CTAs for users and reducing load times. So a multi-channel or multi-platform strategy will therefore be a better vision for mobile, especially when knowing that many different devices can be used all along the purchase process.
From personalisation to ultra-personalisation
Probably the most important marketing transformation brought by digital technologies. From being statistical market analysis as a whole, marketing became a way to understand each client specifically.
In 2017 IT tools will be fully deployed in order to finally take customers’ context and historic into consideration. So personalisation will turn into ultra-personalisation.
While personalisation was the change from a mass to a one to many approach (e-mail with recipients’ name on top, for example), ultra-personalisation is moving one step further by scaling-up the profile of the target in order to improve the segmentation. Depending on the way of web surfing, on the datas that are entered – age, type of work – or on external information, a real one to one relationship is little by little being built between a business and a customer.
Customer engagement leads toward increased loyalty : because of the current and future revenues it will secure, establishing a relationship with the client is another priority for the modern marketers.
But this strategies must be based from “events” (answer to an e-mail, absence of action after a notification, visit of a shop or a web page, etc.) in order to meet the clients’ needs. Event-trigger marketing is the approach that analyse these events.
Within the next two years, marketers will double their investments regarding personalisation of actions according to specific events. It’s not very surprising when we know that this technology can help to recover at least 20% of abandoned shopping carts and to multiply by five the answer rate compared to unconceptualised mass marketing. Its impact on reveres is significant.