Big data, Online-to-offline/Offline-to-online (O2O), user experience…these terms should be no stranger to you in 2015. It seems to marketers that everything is going great so far in 2015. However, let us not lose sight of the importance of building a stronger customer experience in order to catch up with the ever-changing consumer behavior across the digital space!
If you are in digital marketing, the following trends are worth your attention!
1) Offline-to-Online/ Online-to-Offline (O2O)
Digital marketing is no longer simply about a director or an e-commerce manager working independently. Nowadays, it is more about leveraging offline interactions and offline data digitally. For example, purchases and store visits. People started to take the used-to-be “offline” data into the online space and form it in a measureable manner, which makes it a major component of the digital marketing strategy in general.
2) Data Generation
The data of both first and third party allow companies to see the broad picture of what customers are up to. Also, the data helps marketers see the interaction of customers and the brand through various touch points, such as on mobile, Web, on social, retail points of sale and paid search, etc.
Putting this in perspective of a single customer, it allows companies to begin with their selling procedures earlier. “Unified profile” and “identity management” are the key words to remember.
3) Data Automation
In the near future, we will continue to see the increase in volume of information, data and number of channels, as well as the increased automation of processes. The increased automation of processes varies from the communication with existing customers, to personalization! Since more data are unified in one certain place, marketers should take an advantage of this trend. So what are you waiting for? Start focusing on improving customer engagement personalization!