Digital marketing: 3 priorities for professionals in 2016

by bold-lichterman

What are marketers going to focus on this year? 70% of decision-makers consider that optimizing the customer journey between the various “points of contact” it has with a brand is “very important” in the short and medium term, according to a study E-consultancy with Adobe, who looked at the roadmaps of more than 7,000 marketing professionals around the world to provide an overview of “2016 digital trends“.

Just as important for them, the consistency of the messages delivered on the different channels (on-line and off-line) for 63% of them, and the training of their teams for 52%. We also learn that for 21% of companies, digital marketing is a separate activity in the organization; only 29% say they have integrated a digital dimension into all of their marketing programs, or define themselves as digital companies.

1. A customer-centric approach

  • This year, the digital marketing priorities will be very similar to those of 2015: targeting and personalization (for 31% of respondents), content optimization (for 29% of them), and engagement on social networks (25%). More sensitive this year to automation issues (18% consider it a priority compared to 15% in 2015), the professionals questioned do not seem convinced by real-time marketing (a priority for only 8% of them).

  • 22% of companies (and 19% of agencies) that responded to the questionnaire believe that the optimization of the customer experience represents the most interesting opportunity for their company / their customers in 2016. They are 16% (17% of agencies) to believe that this is the case for the creation of attractive content for a digital experience, and 16% for data-based and customer-oriented marketing. Note that they are only 4% find it interesting to reach and understand mobile customers.

  • It is data-based, customer-oriented marketing that is considered to be the most promising within 5 years (for 21% of respondents).


2. Understand the subject of optimizing the customer experience

  • Another observation is that companies find it difficult to determine which lever for optimizing the customer experience is the most important. The consistency between the action plan and the company’s overall marketing strategy is “very important” for 47% of those questioned, the fluidity of the customer journey is for 40% of them, the collaborative approach for 38%, consultation and control of customer data for 37% of respondents.


  • An optimal customer experience is one that is as personalized as possible for 25% of companies and 27% of agencies surveyed. It must also be “precious” (25% of companies and 23% of agencies surveyed), and understandable for customers (for 17% of companies and 18% of agencies).

  • Faced with the challenges of personalizing their customer experience, we see that companies underestimate the value of automation in the field of marketing (to reduce costs), as well as that of the integration of online data and offline.

  • From the point of view of the concrete implementation of customer experience optimization projects, 46% of respondents believe that it is difficult or even “very difficult” to create an inter-team approach that puts the customer at the center. They are also only 33% consider that the customer experience encompasses all of the company’s departments.

3. Lay (finally) the first stones of a “data driven marketing ‘

  • The establishment of a marketing strategy based on data collection and analysis is a priority for 90% of respondents (they are even 53% to place it as the number one priority for their business).

  • Here again, when asked about the conditions for implementing this strategy, marketing professionals admit to encountering difficulties. They are 41% to consider that it is “difficult” or even “very difficult” to master the technology (more precisely the data exploitation tools). For 46% of them, it is “difficult” or even “very difficult” to consult and control customer data, and for 40% the difficulty lies in the development of adapted processes.

  • 47% of the companies surveyed say they have the right analytical skills in-house, and 41% believe they have an infrastructure to collect the right data. Note that a third of them do not comment on the adequacy between the skills and infrastructure it has in-house, and their needs in terms of data collection and analysis. We note that these results have not changed much since 2015 …


Mobile, the big forgotten thing for marketing professionals

  • Surprisingly, alone 45% of respondents find it interesting to know how mobile users get information or make purchases via their mobile. 51% of the companies surveyed place the mobile among their three priorities in 2016 (against 61% of the agencies surveyed).

  • Finally, we note that companies do not seem to have taken up the subject of geotargeting technologies in Beacons-type stores, if we are to believe the evolution of their approach between 2015 and 2016, described in the graph below.


** Methodology: International survey carried out online, among more than 7,000 marketing, digital and e-commerce professionals. The vast majority of respondents are decision-makers (42% of managers, 17% of executives, 24% of executives within companies, and 23% of managers, 10% of executives and 42% of executives within agencies) . 56% of the respondents were from companies located in Europe (UK, Germany and France mainly), 24% in North America, and the rest in Asia, Australia / New Zealand, the Middle East, and Africa. It should be noted that among the agencies surveyed, 43% achieved a turnover of less than $ 1.5 million.
SEE: the full study in French version

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