Adobe has release its latest Digital Trends 2015 report, surveying the responses of more than 6,000 marketing, and ecommerce professionals around the world on their digital marketing predictions for the upcoming year.
The report demonstrates that for 2015, customer experience has developed as an overarching driver with 22% of client-side organisations viewing this as the most exciting opportunity, and 78% of companies agreeing that they would be trying to differentiate through customer experience in the year ahead.
In fact, customer experience has slowly over taken mobile. Whereas in 2014, 18% of people saw mobile as the most exciting opportunity, this has dropped to just 13% demonstrating that while customer experience may not have provided the types of opportunities that some companies anticipated last year, the expectation appears to be that this is the year where efforts in this area will begin to crystallise.
In addition to this, only 14% of respondents agreed that digital ‘permeates all their marketing programmes’ and the same small proportion describe themselves as ‘digital-first’. This is the transformation to ‘marketing in a digital world’ which is going to require a shift in both culture, and strategy. With 69% of respondents said that they are going to be experimenting heavily with digital this year, this demonstrates its importance in the 2015 marketing landscape.
Other key stats include:
- 44% of companies see customer experience as the number one way to differentiate themselves over the next five years
- 42% of respondents saw strategy as the most important building block for building brilliant customer experience
- 71% of marketers expect multichannel campaign management to become the most exciting prospect in 2019 than in 2015
- Geo-targeting signposts a new era in mobile with 13% planning on using geo-targeting in the next year
