5 Digital Marketing Trends Until 2018 – from Customer-centric Experience to Realtime Marketing Automation

Mar­ke­ting is taking on a lea­ding role in the digi­tal trans­for­ma­ti­on. Tra­di­tio­nal cam­pai­gn manage­ment has beco­me worn out and is giving way to dyna­mic real-time com­mu­ni­ca­ti­on. The Inter­net of Things opens up a num­ber of new com­mu­ni­ca­ti­on chan­nels, con­texts and data sources. Mobi­le mar­ke­ting no lon­ger only con­sists of mobi­le opti­mi­sed mea­su­res but now also incorpo­ra­tes the con­text of use and loca­ti­on-based ser­vices. Tra­di­tio­nal buy­er-sel­ler rela­ti­ons­hips bet­ween custo­mer and com­pa­ny are beco­m­ing more com­plex and must be unders­tood in a more dif­fe­ren­tia­ted way. artegic has iden­ti­fied the five most important trends which will shape the mar­ke­ting of com­pa­nies until 2018.

The digi­tal trans­for­ma­ti­on is led by a radi­cal custo­mer focus in mar­ke­ting. Custo­mer demand for of a best-in-class expe­ri­ence and per­so­nal appre­cia­ti­on can only be achie­ved in mar­ke­ting in the con­text of an increa­singly fier­ce com­pe­ti­ti­on. Mar­ke­ting is beco­m­ing the dri­ving force to push for­ward the fac­tors necessa­ry for custo­mer-focus­sed user expe­ri­en­ces, such as data avai­la­bi­li­ty, pro­cess auto­ma­ti­on and ana­ly­ti­cal intel­li­gence. The high time-to-mar­ket pres­su­res in this trans­for­ma­ti­on will be acce­le­ra­ted by a mar­ket, whe­re mar­ket ent­ry bar­ri­ers are lowe­r­ed through digi­ta­li­sa­ti­on, new busi­ness models beco­me pos­si­ble and chan­ges in value chains. The trans­for­ma­ti­on will also be acce­le­ra­ted by the gro­wing pres­su­re on com­pa­nies for pro­fi­ta­bi­li­ty; by increa­sing deman­ds of custo­mers who are used to be mobi­le, always on, lin­ked, soci­al, pre­pa­red to switch and increa­singly used to best-in-class user expe­ri­en­ces. Mar­ke­ting Engi­nee­ring – the abi­li­ty to achie­ve quick results in a com­plex digi­tal trans­for­ma­ti­on – will beco­me a future chal­len­ge.

artegic has iden­ti­fied five ele­men­ta­ry trends in this field which com­pa­nies will have to face in the com­ing years.

  1. Custo­mer-cen­tric Expe­ri­ence – The Digi­tal Dia­lo­gue Takes the Lead in the Trans­for­ma­ti­on
  2. Respon­ding to Beha­viour in Real Time – From Cam­pai­gn Manage­ment to Real­time Mar­ke­ting Auto­ma­ti­on
  3. Smart­wat­ches, Weara­bles & Inter­net of Things – New Ter­mi­nal Devices, New Touch­points, New Con­nec­tions
  4. Geo-fen­cing, Beacons, Loca­ti­on-based – Mobi­le Con­texts and Touch­points Set the Time
  5. The End of Uni­la­te­ral CRM – Taking Into Account The Com­ple­xi­ty of Custo­mer Rela­ti­ons­hips

All five trends as a free e-book download

On more than 15 pages, artegic pres­ents all five trends in a free e-book. Down­load the e-book at https://www.artegic.com/digital-marketing-trends