2017 Digital Trends Report published by Consultancy and Adobe is of great repute in revealing the latest developments and changing face of digital market. This year’s report is based on a survey conducted upon 14,000 marketing executives from different industries from around the world.
Some Interesting Trends that the Report Puts Forth Are: –
Digital Marketing Has Matured- Digital marketing is not all about advertising and push messages, it is now used as a platform to build connection with the users through effective content. Instead of bombarding users with online ads and promotional emails, the focus has now shifted to creating great content that attracts the users towards it. It could be in way of promoting a cause that many empathize with, creating infographics or how to guide post that is very much popular these days. From uniform content for all, nowadays, personalized content for targeted audience is focus of content curators.
No doubt, content marketing, social media engagement and targeting and personalization have secured top 3 priorities among the marketing heads. The change is for good as now companies are more into listening the customer than pushing their own agenda. It not just builds good relation and loyalty of the customer but gives valuable input about what customers demand and helps in developing business strategy.
The good news that the survey reveals is that these days the marketing heads are not just preaching that customers is the king but also practicing it. A look at budget allocation for marketing activity reveals that there is alignment between priorities and budget. They have been able to fine tune a balance between traditional and most trending and upcoming ways of marketing.
Email marketing has secured its position at the middle of budget table and despite having low budget allocation of 15%, it contributes of 23% on total sales. Email marketing is a proven marketing method that needs to be more rigorously applied. Display advertising and search engine marketing has seen negative budgetary allocation.
Contrary to popular belief That Data analytics is the most valuable assets of marketing heads, the survey reveals that only 8% of marketers keep spending on data analytics as their top priority. It is astonishing as Data analytics is very helpful in revealing how effective marketing strategies have been and what should be the future course of action. Less than one in ten are looking at joining their online- and offline data sets. And 10% want to improve their analytics capabilities in social channels even though 28% said they will concentrate on increasing social media engagement rates.
Creating brand equity is a difficult task and needs lot of innovative thinking to have an edge over the competitors. At the end of the day the success of the company depends on how many customers it has and customers will come only if they have a nice experience and trust in the brand. Therefore, the thrust area of focus of marketing is on building customer experience. In digital world, it is done through designing company’s website, providing seamless user experience, creating compelling content and innovating on how to keep the customer hooked to the company through blogs, contests, attractive schemes etc.
While over four-fifths (82%) of survey respondents believe that creativity is highly valued within their organizations and around three-quarters (77%) are investing in design to differentiate their brand, just over two-fifths (44%) don’t think that they have the processes and collaborative workflows to achieve a design advantage.