FIGARODIGITAL.CO.UK
JOHN WATTON, EMEA MARKETING DIRECTOR,
ADOBE MARKETING CLOUD CROSS-CHANNEL WILL BECOME
ONE CHANNEL Our physical and digital worlds have collided and customers no longer differentiate between the two - they want a great experience regardless of when, where and how they interact with a brand. In 2015 brands will be focused on making sure all channels work seamlessly together, bringing together the best of online and offline to create the ultimate customer experience. In the retail sector, interactive shop windows, digital displays and iBeacons will bring relevant messages and promotions to the shop floor, while the concept of the ‘personal shopper’ will go digital through live chat with real in-store staff, and intelligent algorithms which will drive recommendations and real-time service.
A by-product of this ‘one
channel’ mentality is that customers will expect order pick-up and order return to work on any channel, inevitably leading to new challenges for the supply chain.
DATA WILL BE USED TO DRIVE
DECISIONS, NOT DEFEND DECISIONS Until now, marketers have been
primarily using data to report on campaign success retrospectively, with the main objective being to prove their worth in the business and on the bottom line. We will see this change in 2015
with advanced maths and algorithms more frequently used to inform decisions about how, when and where
GOING FORWARD
John Watton, EMEA Marketing Director at Adobe Marketing Cloud, looks ahead to a
seamlessly integrated 2015
to best spend future marketing budget. The troves of multi-channel data collected over recent years offers an intelligent view on the customer beyond targeting and personalisation, so marketers have got their hands on an invaluable crystal ball. Data insights, often accessed in real-time, will offer marketers a pulse on the business so they will be better placed to steer business decisions.
THEIR MOBILE CHOPS After years of declaring the year of the mobile, the tipping point has been reached. Time spent on mobile devices has never been as high and over the next 12 months marketers will look to mobile as the foundation of the customer journey and prioritise
BRANDS WILL LIVE OR DIE BY
creating relevant touch-points. Major brands will face tremendous competition in the battle to reach mobile consumers and the winners will be those who can deliver highly personalised content across screens. In a fast evolving landscape, with technology innovations and consumer expectations ever changing, brands will need to fight for talented, mobile- centric marketers, who will be in high demand.
adobe.com/uk/solutions/ digital-marketing.html
OVER 35% OF TABLET USERS SAY THE DEVICE IS THEIR MAIN WAY OF CONNECTING TO THE
INTERNET. 29% PREFER TO USE A LAPTOP.
OPENED IN A WEB BROWSER. Source: ExactTarget/Litmus
DEVICES. ONLY 19% ARE
66% OF GMAIL OPENS NOW OCCUR ON MOBILE
Source Mobile Operators Association 8 issue 23 january 2015
79% OF BRANDS USE TWITTER TO INCREASE
ONLY 24% USE IT TO DRIVE SALES. Source: Content Marketing Association
BRAND AWARENESS. 79
%
29%
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