Analysis of the development of digital communication until 2022

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.

Trendreport

Realtime customer centricity – focus on the customer

The customer receives exactly the information he needs in his current usage context. With a paradigm shift towards an individualized customer experience, marketers really put the customer in focus. But for this, all processes involved must be real-time capable.

Agile marketing – for faster results

The use of agile methods in marketing ensures faster results and enables companies to react dynamically to the ever increasing and at the same time continuously changing requirements in service and marketing communication. Marketers will not be able to avoid agility in the future.

Trendreport 5 digitale Marketing Trends 2020 - 2022, Trend 2
Trendreport 5 digitale Marketing Trends 2020 - 2022, Trend 3

Optimization – Testing instead of 360° view

The promise of a 360° customer view is passé. But even without a 360° view, marketers can address individual customers individually. Multivariate test procedures optimize digital dialog marketing measures and bring noticeable increases in results. The complexity of such procedures can even be increased at will.

Artificial Intelligence – Optimize more efficiently

In digital dialogue marketing in particular, AI opens up new possibilities for optimization for marketers: AI processes help to identify the context in which a customer is currently using the product and to select the right communication for this context – even with little data or poor data quality.

Trendreport 5 digitale Marketing Trends 2020 - 2022, Trend 4
Trendreport 5 digitale Marketing Trends 2020 - 2022, Trend 5

Date protection and data security - High standards bring competitive advantages

Data protection and data security will remain an important topic that will occupy and challenge marketers in the coming years. To establish a high level of data protection, marketers should prepare themselves for the latest developments and communicate transparently to users.

Interactive email marketing - Rare, but attention-grabbing

Interactive elements in email marketing are particularly eye-catching, lead to higher conversion rates and possibly reduce media breaks. It is worthwhile to take a conceptual look at the possibilities right now, even if a uniform standard for interactive elements is still lacking.

Trendreport 5 digitale Marketing Trends 2020 - 2022, Bonus Trend

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5 Digital Marketing Trends 2020 - 2022
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