1. Smart phone use
That consumer journey looks a lot different than it did when your predecessor sat at your desk. And it's not just a story of more mobile usage. Since we can take action on any need or curiosity at any time, the consumer decision journey has been fractured into hundreds of tiny decision-making moments at every stage of the "funnel"from inspiring vacation plans to buying a new blender to learning how to install that new shelf.
2. Increased use of User Interfaces
3. Artificial Intelligence to engage, persuade and service customers
4. Marketing Cloud and automation
Gone are the days of piecing together a marketing tech that is made up of lots of little marketing apps.
5. Content Marketing
Content marketing is the fuel for all your core digital marketing activities to engage and persuade your audience. An effective content marketing strategy supports buyers at every stage of their buying cycle, leaving no gaps for prospects to fall through. As such content marketing is the marketing strategy that helps target audiences move through to purchase, one step at a time.
6. Integration of Digital Platforms - Lifecycle marketing
Lifecycle Marketing Optimization describes an integrated, data-driven approach to improve the effectiveness of interactions with customers on different devices using different communications channels.
This marks a move away from optimising individual touchpoints such as Paid Search or Media, landing pages, emails and conversion pages in isolation, but instead views them as a multi-step, multichannel process.
Here is one example of the power of integration showing how combining Facebook ads with email achieves uplift:
In this case, the advertiser's most valuable customers were those who both opened the email and saw the News Feed ads as they were being reached by multiple channels. Coordinating messaging across channels resulted in reaching customers who were 22% more likely to purchase than those only reached by email. Facebook ads extended email campaign reach by 22%.
This is an example of lifecycle marketing for an online retailer.
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Credits: Digital Marketing Megatrends 2018
|Tags: Customer Centric Marketing Marketing Education Marketing Research|
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