What do customers expect from companies in marketing and service communication? Nothing less than a best-in-class experience. This demand is not new and continues to shape digital marketing. In the future, too, it will be essential for marketers to familiarize themselves early on with the most important developments in the central fields of action of marketing engineering – data, processes, communication, and analytics – and to adapt them.
After a comprehensive analysis of the development of digital communication, we have identified five trends and one bonus trend that will drive marketing until 2022.