Adobe and Econsultancy recently released their 2015 Digital Trends report and data shows some really interesting insights. The report is a result of interviewing almost 6000 marketing, digital and ecommerce professionals. The general consensus is that marketing is moving fast and content, personalization, mobile and omnichannel will be key aspects to maintaining a relevant connection to consumers.
Among other facts, the report shows an emergent need to understand customers journeys across multiple channels and a need to insure consistency across these channels. 97% of all respondents pointed to having a clear understanding of customer journeys across channels as being either very important or quite important. Content consistency across channels is also a key priority for 96% of all respondents. 66% of marketing, digital and ecommerce professionals list content consistency as being very important and 30% list it as quite important.
Because omnichannel success is usually a result of strategy and team effort, the report shows training teams in new techniques, channels and disciplines is very important and quite important for 95% of the professionals surveyed.
Personalization, Big Data and Multi-channel campaigns – very exciting in 5 years time
As the customer is getting more and more empowered by digital technology, results show that some aspects of marketing and retailing will become highly popular in the next 5 years. The most exciting for those surveyed are:
- personalization: ensuring a relevant message to the customer in terms of marketing campaigns and content
- big data: by using large volumes of data campaign management and marketing can be more relevant and results more personal
- multi-channel campaign management: addressing campaign consistency across channels seems to be a very exciting opportunity for professionals, but not really feasible right now. While 12% listed this option as very exciting in 5 years, only 7% listed it as very exiting in 2015. This probably has to do with the fact that although professionals and senior management understand the need for multi and omnichannel campaigns, there are few successful use cases that can be used as a threshold right now.
Overall, the report paints a very optimistic picture for omnichannel followers and professionals. 67% of those surveyed agree that omnichannel personalization will become a reality in 2015.
You can download the full report at here.