artegic releases 8 digital marketing trends for 2015: marketing engineering, single customer view, legal big data…

Esta­blis­hing a sin­gle cust­o­m­er view at each touch­point breaks with the tra­di­tio­nal per­spec­tive of focus­sing on one mar­ke­ting chan­nel and puts the user – who no lon­ger dif­fe­ren­tia­tes bet­ween dif­fe­rent chan­nels – at the very cen­tre. Legal Big Data is shif­ting the focus from data collec­tion to legal­ly-com­p­li­ant data use. Mar­ke­ting engi­nee­ring refers to the increa­sing fusi­on of mar­ke­ting and IT pro­ces­ses. The­se are only three of the eight trends in digi­tal mar­ke­ting, iden­ti­fied by artegic for 2015.

“Digi­ta­li­sa­ti­on fun­da­men­tal­ly chan­ges mar­kets and the­re­fo­re the rules of the mar­ke­ting game. This is not a pre­dic­tion of the future but rather a stock­ta­king. The abili­ty to face increa­sing cust­o­m­er deman­ds in a more com­plex mar­ket situa­ti­on with cust­o­m­er-cent­red, ser­vice-ori­en­ted, digi­tal mea­su­res, deter­mi­nes the suc­cess of a com­pany. This abili­ty is based on four key requi­re­ments: The gene­ra­ti­on and use of valid, deci­si­on-making and above all legal data. The con­sis­tent, real-time cross-chan­nel com­mu­ni­ca­ti­on at all touch­points wit­hin the cust­o­m­er lifecy­cle. The opti­mi­sa­ti­on and cust­o­m­er-cent­red auto­ma­ti­on of ope­ra­ti­ve mar­ke­ting pro­ces­ses in a cost-inten­si­ve con­text. And last but not least, the crea­ti­on of a deep data-based under­stan­ding of the inter­de­pen­den­ci­es through mea­su­ring and ana­ly­sis. The imple­men­ta­ti­on of the­se requi­re­ments calls for a clo­se inter­re­la­ti­ons­hip of mar­ke­ting and IT. Mar­ke­ting engi­nee­ring is the­re­fo­re beco­m­ing a cri­ti­cal suc­cess fac­tor.” Ste­fan von Lie­ven, CEO artegic AG, on the digital marketing trends 2015.

All trends as a free download

The 8 digi­tal mar­ke­ting trends are avail­able as free down­load at https://www.artegic.com/digital-marketing-trends. artegic iden­ti­fied the fol­lo­wing trends.

1. Data use manage­ment – from big data to legal big data
2. Digi­tal cust­o­m­er jour­ney – email as the gol­den thre­ad
3. Super per­so­na­li­sing – authentic com­mu­ni­ca­ti­on
4. Mul­ti-dis­play stra­te­gies – bey­ond mobi­le
5. sin­gle cust­o­m­er view – con­sis­tent dia­lo­gue throughout the cust­o­m­er jour­ney
6. The cust­o­m­er deci­des – moving away from com­pany-dri­ven mar­ke­ting
7. Effi­ci­en­cy ana­ly­sis – deter­mi­ning the lar­ger con­text
8. Mar­ke­ting engi­nee­ring – mar­ke­ting meets IT