Six Digital Marketing Trends In 2015: Teradata

Six Digital Marketing Trends In 2015: Teradata
SHARE
THIS



Digital marketing has experienced a rapid rise in the past few years and most companies now have a strategy in place. However, having an effective digital marketing strategy is not as simple as sending regular emails to prospects.

To help organisations refine and improve their strategic approach, Teradata has identified six key trends in digital marketing for 2015:

1. Focus on engagement

Marketers can get distracted by clicks, visits or impressions. But building behavioural models that track attribution over multiple touch points will reveal patterns about how and when customers want to engage, as well as what devices they are using. By looking at the data, companies can work out the best mix of interruptive messaging (SMS, email on mobile, push and banners), active messaging (search, email on desktop, landing pages) and more traditional brand messaging work together to drive action.

2. Go agile

Agile marketing focuses on adaptive plans and continual development, and it allows for quick changes or improvements enabled by analytics tools. This type of short-term planning allows change to the strategy so businesses can adapt to unpredictability in the digital arena.

3. Connect

Creating and maintaining an ongoing, data-driven dialogue is vital for success. The broadcast method is no longer effective. First-party opt-in marketing is the currency of marketing’s future.

4. Embrace all the data

Wholly cloud-based approaches of the past haven’t been able to, and never will be able to, keep up with the volume and speed of the data in the enterprise. It is impossible to move extremely high volumes of data to the cloud in a timely manner to engage the customer in a meaningful conversation. Therefore organisations must embrace IT partners, maintain access to all data locally, and only move to the cloud the data that is required to drive conversations.

5. Prove it with data-driven processes

Marketers begin with a strategy, which, in the past, was often developed without data to back it up. Data-driven marketing proves the strategy through consistent analysis and optimization across channels.

As the omni-channel integrated marketing landscape continues to grow, the key will be to understand and quantify what truly influences a consumer to take action. Even an email that’s not opened could be more effective than expected, provided the engagement with the customer is truly a connection. For example, the email may act as a reminder to convert via another channel such as the web.

6. Put the right talent in place

Many digital marketers are failing to deliver the one-to-one marketing that is critical to customer engagement and loyalty. It can be hard to find the necessary digital marketing talent, and internal relationships with IT are difficult to develop and maintain. The most successful digital marketing professionals will overcome these two challenges by carefully evaluating internal strengths and then looking beyond existing in-house resources for help to fill the gaps in both talent and tools. This year is likely to see more blending of tactical internal marketing organisations with external digital strategists, both backed by integrated data and communication tools to get the job done.

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.