INSIGHT: Top 6 trends in digital marketing for 2015

Digital marketing has experienced a rapid rise in the past few years and most companies now have a strategy in place. But...

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 move extremely high volumes of data to the cloud in a timely manner to engage the customer in a meaningful conversation.

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