For their ninth annual Digital Trends Report, Adobe surveyed almost 13,000 entrepreneurs, creatives, and IT professionals about their marketing priorities in 2019.
The report reveals that the highest entrepreneurs make investments closely in personalised buyer expertise (CX) via marketing integration and CX expertise, however most companies lag behind in each. For these companies main the push to combine these applied sciences, the profit is unmistakable. The companies who determine as having a really superior CX technique had been almost 3x as more likely to have exceeded their high 2018 business aim.
Companies that recognized themselves as “digital first” – that means that digital marketing was the precedence over (and typically to the exclusion of) all different marketing actions — outperformed their peers in exceeding their high 2018 business aim.
Improving buyer expertise is a high precedence
Investing in the fitting CX expertise is a driving power behind leaders’ digital marketing technique, with 65% of leaders indicating they’ve a extremely built-in or considerably built-in cloud-based expertise stack (versus 33% of different companies).
CX expertise helps entrepreneurs and IT professionals ship extremely personalised, optimized experiences for patrons. 1 / 4 of respondents ranked investing in new expertise deployment as their high precedence in their job function, adopted by optimizing current expertise (22%).
Other high priorities included delivering improved worker experiences by optimizing current expertise (20%) and enhancing information assortment and unification processes (19%).
Need for extra unified, built-in information
The funding in CX expertise and the deal with delivering improved personalised marketing experiences is pushed by the necessity for extra unified, built-in information. Essentially, you’ll be able to’t have one with out the opposite.
Adobe requested companies what they thought-about to be probably the most thrilling alternatives related to profitable information integration. The responses differed considerably for B2C versus B2B companies, however high alternatives included: delivering an optimized buyer expertise, creating compelling content material and extra personalised marketing, and growing effectivity via marketing automation.
More than half—55%–of entrepreneurs indicated that investing in expertise that makes their information simpler is one in every of their high three priorities for 2019. This was adopted by enhancing buyer intelligence and insights (42%) and integration of marketing instruments to assist enhance workflow (42%).
Data-driven marketing is the holy grail for big organizations, with 24% relating to it as the one most fun alternative in 2019, even successful out over improved buyer expertise.
There are some challenges to streamlining information, nevertheless, with 44% of companies stating they’ve problem getting a holistic view of shoppers throughout all interactions and 41% expressing problem with monitoring the effectiveness of marketing and media spend.
Internal bottlenecks and organizational silos can pose further challenges to information integration in addition to platform incompatibility. Additionally, 38% of entrepreneurs indicated lack of inner assets is a high marketing problem.
Understanding the shopper journey
Marketers said that understanding the shopper journey is a key ingredient to delivering personalised content material. In reality, 33% of respondents listed buyer journey administration as a high precedence for his or her group in 2019. This was the primary precedence, adopted by focusing on and personalization (28%), buyer information administration (21%), content material marketing (21%) and ecommerce (21%).
37% of bigger companies—outlined as organizations with annual revenues above 195m—indicated that delivering personalised experiences in actual time was probably the most thrilling prospect when wanting forward over the following three years.
Smaller organizations (these with annual revenues beneath 195m) additionally listed real-time personalised experiences as their high future prospect.
Other new applied sciences that companies are enthusiastic about embrace the next:
- Utilizing AI/bots to drive campaigns and experiences
- Internet of Things (IoT) – e.g., related units/wearables/viewers monitoring
- Engaging audiences through digital actuality
- Block-chain based mostly performance
- Voice interfaces resembling Amazon Echo and Google Home
- Enhanced fee applied sciences/cell wallets/e-receipts
All the above applied sciences can work independently or in collaboration with one another to assist companies higher perceive the shopper journey.
Many companies have already begun integrating a few of these applied sciences into their business, with 39% of B2B and B2C entrepreneurs indicating that they’re already delivering personalised experiences in actual time. Embracing IoT expertise is extra prevalent with B2B entrepreneurs, with 25% of respondents indicating they’ve begun incorporating related units resembling wearables into their marketing initiatives versus 18% of B2C entrepreneurs.
The different massive disparity between B2B and B2C entrepreneurs was with enhanced fee applied sciences (EPTs) resembling cell wallets and e-receipts. In this class, B2C entrepreneurs come out method forward, with 33% of them indicating they’ve already began to include EPT applied sciences into their business versus 18% of B2B entrepreneurs.
Creative drives marketing
Technology can solely go up to now in terms of delivering a profitable marketing marketing campaign—the opposite piece of the puzzle is the inventive and design. More than 25% of the Adobe survey respondents had been in inventive or design roles and greater than half (51%) indicated that creating standout content material and campaigns was their group’s high precedence.
Other high priorities included sustaining consistency of brand name (37%), guaranteeing top quality experiences throughout units and channels (37%), rushing up/scaling content material creating (34%) and group collaboration 24%).
Obviously, information integration and CX applied sciences may help with all the above, however probably the most profitable companies are capable of combine all of those instruments to create probably the most impactful campaigns.
The significance of knowledge governance
One of the important thing challenges that companies face with leveraging buyer information in real-time in order to ship related, personalised messaging, is gaining management of all their information.
Data that resides in a closed system resembling Facebook or Google Ads (additionally referred to as a walled backyard), is difficult for companies who need to unify all buyer information. These platforms sometimes provide a decrease degree of knowledge management and transparency. This makes it tough for companies to combine their information throughout channels and personalize client experiences with out violating privateness.
The Adobe report additionally touches on the significance of knowledge governance because it pertains to regulatory compliance in an atmosphere of elevated client information safety.
Over half (52%) of CX leaders indicated that the elevated deal with client information safety (e.g., GDPR), has had a optimistic affect on their group, in comparison with simply 32% of non-industry leaders.
Conversely, 16% of non-industry leaders indicated that client information safety will increase have negatively impacted their group, versus eight% of CX leaders.
The full 39-page report may be seen from Adobe right here.