CRM is dead, big data is still rising – and so is big content while developments in digital marketing have effectively blown the purchase funnel apart.
These are just some of the highlights from research outfit Gartner’s recent digital marketing symposium. Gartner is famous for its technology hype cycles and it has applied this methodology to marketing technology.
In particular the presentation by Adam Sarner and Mike McGuire identified a clutch of emerging trends. These included;
Real-time marketing. This moves in customer time as consumers create links to each other and to brands. Quantified self. This includes IoT, wearable computing and is estimated to be a $5 billion market in less than two years.
Digital marketing hubs. These hubs assemble all the data together to be used across the organisation and in real-time.
Multichannel attribution. This set of techniques link specific actions marketers take to consumer actions.
Content marketing. Marketers need to build a content marketing supply chain and determine how to create, curate and cultivate content.
Responsive design. This is especially important across mobile and after Google’s new mobile friendly search policy. The pair also noted that B2B marketers are increasingly investing in B2C technologies and that email marketing’s long heralded demise remains as distant as ever. “No, email isn’t dead. It’s still valuable since more email marketing is being consumed on the go, through multiple devices and is still extremely measurable.”
This article originally appeared on www.which-50.com
Please login with linkedin to commentAdvertising Standards Bureau
For years, people have been able to play games, watch gaming videos and connect with fellow gamers on Facebook. But what if we could do more? Imagine a world where you didn’t just watch a gaming creator stream their play session, but instead, you could jump in and play with them live without needing to […]
CommBank has today released its Household Spending Intentions (HSI) Index for November 2021, signifying its highest spending level since December 2019 and significant post-pandemic recovery, particularly in travel. The index – which provides an in-depth gauge of Australian consumer spending – rose 2.1 per cent during November to 110.3, driven by solid gains in spending […]
On International Day of People with a Disability, Infosys (NYSE: INFY) a global leader in next-generation digital services and consulting has released a first of its kind report: Exploring digital accessibility priorities and investments in Australia and New Zealand organisations. The study assessed for the first time, how far 670 organisations across Australia (570) and […]
Independent Australian agency, Affinity has held its own against the world’s best in the prestigious WARC Effective 100, being named the second most effective Digital/Specialist agency in the world, and first across APAC. The recognition follows several wins in 2020 at global and local effectiveness awards across a range of clients, including Effies, New York […]
2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]
The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]
Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]
This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]