1. Which trends are you most looking forward to in the next 12 months?
One of the most exciting concepts to come out of Sitecore Digital Trendspot in 2014 was brands’ anticipation of customer needs, referred to as ‘before-time’ marketing. A key focus for organisations over the next 12 months will be to interpret customer data into customer knowledge and create a more personalised experience for each individual.
An important part of this comes from a better understanding of customer preferences and historic brand interactions, such as whether they shop in-store or online, whether they make frequent online purchases or spend most of their time browsing, and which areas of the website they favour most. By capturing these insights, brands can begin to adapt their digital strategy to predict a customer’s needs, acting ‘before time’ rather than in real time.
Take the example given by keynote speaker Dietmar Dahmen. A sports retailer can now send a notification to the tablet or mobile device of a keen golfer, who regularly purchases equipment online, to inform them of a new promotion on golf balls. This action is based on a calculation of when he last purchased golf balls and when his supply is likely to be running out, therefore, delivering relevant information to him that, subsequently, generates a sale.
‘Before-time’ marketing demonstrates the importance of delivering engaging brand experiences to individual customers in the most relevant and timely manner, seamlessly across the entire customer journey.
2. How important will the ‘customer experience’ be in 2015? and how can businesses excel in the experience they create in the new year?
Customer experience has never been more important. As consumers spend increasing amounts of time online, becoming more adept at using digital technologies in the process, the expectations on companies from their customers are even higher.
Businesses must raise their game and deliver content, messages, experiences, products and offers based upon individual consumer profiles, behaviour and engagement history. Consequently, this will help companies to predict a customer’s next steps and bring value to each interaction, enabling the brand to delight the customer, while staying ahead of its competitors.
Thankfully, it has never been easier to know more about a customer and exactly what it is they are thinking, whichever channel they use to interact with the company.
Brands need to harness this customer knowledge to convince users that these insights are being used for their own personal benefit. Amazon does this very well, constantly improving its service to save consumers time, but also inspiring its customers with personalised offers in its ‘Your recommendations’ section.
For a smaller company, a good place to start is to think about the different types of customers that are interacting with your brand and look at getting closer to their individual needs. Consider the insights you have collected based on the way customers’ interact with your brand and begin to tailor content to an individual’s persona and behaviour. For example, identify whether the customer is a new or returning visitor, and where they are located geographically – and, of course, on the customer journey.
Furthermore, it’s important to take into account the devices your web visitors are using. For most brands, anything between 20-60% of visits will be via mobile or tablet, so ask yourself; does your website deliver the best experience for non-desktop visitors?
3. ‘Mobile’ has been tipped as a big trend and area of focus for the new year - how do you think mobile will impact digital marketing strategies in 2015?
Smartphones and tablets are now known to be people’s “first screen” ( AdReaction), which means companies can no longer afford to overlook traffic from mobile devices.
However, it is not just about mobile; consumers will constantly switch platforms throughout the customer journey. Marketers’ focus for 2015 should be on creating a seamless omni-channel experience that is suited to today’s multiscreen world.
4. There’s been a lot of talk about technology being a key player in developing the digital marketing field this year - which technological developments do you think marketers should be looking out for?
One of the most exciting technological advancements expected to take off in 2015 is interactive billboards. British Airways was one of the early pioneers with its billboard that showed a child standing up and pointing to aircrafts as they flew overhead, before revealing details such as the flight number and location of take-off.
Another example of this is digital advertising at bus shelters, which can engage with bystanders in different ways, such as releasing a certain scent, reacting to movement or identifying the gender of a person.
New technologies such as these are revolutionising how consumers are interacting with brands across a whole range of channels, from outdoor display advertising, in-store display, company websites or social media.
While marketers should be excited and aware of the new and innovative ways in which consumers are now connecting with brands, they should not become distracted by trying to differentiate the company from competitors by simply showcasing the latest and greatest technology.
In today’s digital world, marketers should, instead, place customers at the heart of any strategy.
5. Finally, what one thing do you think all digital marketers should be doing this year?
Wake up and realise that the customer is now in control. It’s imperative for organisations to create engaging customer experiences, through personalised and relevant interactions, to increase customer satisfaction that, in turn, will build brand loyalty and advocacy. It’s a win—win.
By Hannah Durham, Editor of the Digital Marketing Magazine.
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