2018 Digital Trends 1

Transcription

1 2018 Digital Trends 1

2 @seanog

3 About the survey 12,795 marketing, creative and technology professionals EMEA, North America, Asia Pacific Top performing companies 40% 60% Client-side (part of an in-house team) Agency / vendor / consultant 3

4 Which one area is the single most exciting opportunity for your organisation (or your clients) in 2018? Optimising the customer experience Data-driven marketing that focuses on the individual Creating compelling content for digital experiences Using marketing automation to increase efficiency and yield Video to increase brand engagement Multichannel marketing Social marketing Utilising artificial intelligence / bots to drive campaigns and Internet of Things / connected devices e.g. wearables, Reaching and understanding mobile customers Engaging audiences through virtual or augmented reality None of the above 6% 6% 5% 6% 4% 5% 3% 4% 2% 4% 5% 4% 19% 15% 16% 14% 14% 14% 9% 9% 9% 8% 9% 10% Company respondents Agency respondents 4

5 Emotion > Logic Emotion > Logic Customer experience > Product Insight > Data Content > Advertising 5

6 To what extent does digital permeate your own organisation s marketing activities? We are a digital-first organisation 11% Digital permeates all our marketing activities 15% Digital permeates most of our marketing activities 45% Digital marketing is very much separate 20% Don't know 9% 6

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8 8 M3 unites digital and classic marketing Customer Insight Classic: focus groups, surveys Digital: keyword research, social media analysis Segmentation & Targeting Classic: demographic, firmographic, psychographic, behavioural Digital: contextual, realtime/dynamic, sequential/triggered Customer Experience & Content Classic: target segment portraits, Net Promoter Score Digital: personas, digital analytics/cro Distribution Classic: wholesale, retail, channel management Digital: affiliates, aggregators, syndication, platforms, viral/sharing 8

9 9 What does M3 mean for marketers? 1. Take personal and organisational responsibility for developing M3 marketing capability if you want to succeed in modern marketing 2. Ensure your organisation, your peers in other functions, and your marketing team are clear, and agreed, on the role/remit of marketing in your business use M3 as a reference 3. Make sure you have the right organisational structure / design for a future-fit marketing function 9

10 2X 1. Culture we have a cross team approach with the customer at the heart of all initiatives 74% 2. Strategy we have a cohesive plan, long-term view and executive support for the future of our customer 62% 3. Technology we have the tools to use data in order to create compelling, personalised, real-time experiences 56% 4. UX Design we have well-designed user journeys that facilitate clear communication and a seamless transaction 50% 10

11 Please rank these seven areas in order of priority for your organisation in Content and experience management 20% 14% 11% 45% Analytics 8% 11% 13% 32% Audience and data management 7% 12% 12% 31% Omnichannel marketing 10% 9% 8% 27% Personalisation 7% 9% 9% 25% marketing 9% 8% 7% 24% Advertising 8% 6% 7% 21% First choice Second choice Third choice 11

12 Vodafone.nl Telenor.se Telia.se tre.se 12

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14 82% are looking at bringing content creation in-house 14

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16 Sales We are confident that we are compliant with customer data and 9% privacy regulations 91% Agree Disagree 16

17 Is data is the new digital? March ,418: Chief Data Officer /Chief Digital Officer 20,423: Digital Analyst April ,899: Chief Data Officer /Chief Digital Officer Very important: 65% - improving data analysis capabilities to better understand customer experience requirements Accessible, joined up platforms 17

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19 Would you describe your company as a design-driven organisation? 38% 36% 17% 9% Yes, definitely Yes, somewhat No, not really Not at all Yes, definitely Yes, somewhat No, not really Not at all 19

20 73% investing in design to help to differentiate their brand Design-driven companies outperformed the S&P 500 by 219% between 2005 and Design-driven organisations are 69% more likely to have exceeded their business goals by a significant margin 20

21 Conversational Commerce Rethink interface design? Universal SERP presence SEO Content Multiple interactions Q&A Brand voice Data capture 21

22 Confidence in measuring? Return on digital ad spend 11% 15% 30% 27% 17% Return on investment for digital marketing programmes 10% 16% 33% 28% 13% Return on mobile ad spend 13% 20% 33% 22% 12% Return on investment for mobile marketing programmes 14% 21% 34% 21% 10% Return on investment for offline marketing programmes 17% 26% 35% 16% 6% Return on offline ad spend 21% 29% 30% 14% 6% On a scale of 1-5, where 1 is Not at all confident and 5 is Extremely confident, how confident are you in your organisation s ability to measure the following? 22

23 What best describes your organisation s approach to marketing and customer experience technology? (top-performing companies vs. the mainstream) 46% 34% 25% 27% 26% 9% 15% 18% We have a highly integrated, cloud-based technology stack We have a somewhat integrated, cloud-based technology stack We have a fragmented approach with inconsistent integration between technologies We have little or no cloudbased technology Top-performing companies Mainstream 23

24 Is your organisation using or planning to use artificial intelligence (AI) in the next 12 months? (top-performing companies vs. the mainstream) 58% 43% 28% 29% 30% 12% Yes - we are using it already Yes - we are planning to use it No - we have no plans to use it Top-performing companies Mainstream 24

25 Why not use AI? 1. No perceived need 2. Lack of knowledge how to use it 3. Lack of resources 4. We haven t assessed how we could use it 5. Our organisation is not mature enough to make use of AI 25

26 Democratisation of Artificial Intelligence: how is it being used? Analysis of data 49% On-site personalisation 23% Optimisation and testing 19% marketing 34% Image recognition and/or processing Automated campaigns 20% 20% Content creation 29% Programmatic advertising Digital asset management 22% 22% Video recognition and/or processing 12% Creative and design work 23% Automated offers (e.g. coupon codes) 11% Other 6% Don t know 11% 26

27 AI: Customer service, bots and smart data KLM and Messenger 27

28 Humans versus Machines or Humans AND Machines? Machines are good at: Repetitive tasks Computation Humans are good at: Emotional intelligence (empathy, compassion) Complex decision making Humans and machines together: Chess, Go What else? If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions. Albert Einstein 28

29 Amara s Law 29

30 What best describes your organisation s plans to invest in upskilling its workforce in 2018? (top-performing companies vs. the mainstream) 55% 45% 39% 23% 16% 22% We will invest significantly in digital skills and education We will invest somewhat in digital skills and education We will be making little or no investment in digital skills and education Top-performing companies Mainstream 30

31 Key Takeaways 1. Focus on customer experience 2. Prioritise design and creativity 3. Prioritise integrating digital and traditional marketing activities 4. Invest in integrated technology 5. Invest in your staff 31

32 ABC Always Be Learning Seán Donnelly Senior Analyst, Econsultancy 32