Insights

Digital Trends 2015

Marketing Manager
Valtech Denmark

February 02, 2015

Which digital trends should we be looking out for or forward to this year?

I asked some of our consultants what they see as the major trends that are going to hit us this year – here is the first part of their predictions.

Omni-channel Communication

Omni-channel will continue to dominate the conversation in 2015. We have already moved from multi-channel to omni-channel and we see this “movement” in the many faces of technology. The latest Sitecore release will show a magnitude of possibilities to control, manage and maintain all your active marketing channels in one place: websites, microsites, data, retargeting, social, CRM, email marketing, sales and so on. 2015 will not only be about conversions, but also about focusing on the experience you deliver, which is what drives your conversions.

Mads Fuhr Frederiksen, Team Lead for Creative, Analysis & Business Advisory

Intelligent Automation

Derives from the above and even though it may not be a new thing, it is very much relevant for marketers. To be able to set up your marketing efforts through automated mechanisms like trigger-based responses, proactive follow-ups, programmatic personalisation, sales cycles, recommendation engines and more. The (technical) ability to automate you marketing is key in 2015 and will prove to be a huge competitive advantage. Building the right strategy around your marketing automation platforms (MAP) is what makes the difference between failure and success.

Mads Fuhr Frederiksen, Team Lead for Creative, Analysis & Business Advisory

Semantic Web and Semantic Search

2015 will be the year where big companies finally understand that search engines are the “great equalizer”, allowing small businesses to successfully compete with big ones in organic search. Concepts like Semantic Web and Semantic Search will become trendy, but still stay vague for most digital and marketing companies. However, Semantic Web will grow rapidly using more technologies for querying across many types of related information. Search engines will become the knowledge base fed and curated through the Social Knowledge Graphs and big knowledge databases such as DBpedia, Freebase, YAGO and many others. Terms like triples, entities and nodes will start becoming more and more popular.

On the other side will be the Semantic Search. A new era of how search engines parse our queries in search. Modern search technologies (NLP, statistical modeling, information retrieval, etc.) will allow these game changers to understand the user intent, the context around it and rank the results based on many new and different factors than today (e.g. brand sentiments, topical breadth and depth, etc.).

Tihomir Petrov, SEO Consultant

Mobile eLearning

With the ubiquity of mobile devices, mobile eLearning will become increasingly used for accessing learning material. Although desktop eLearning applications will not be completely replaced, more and more learning/support materials will be available through mobile devices, which makes the content more digestible and contextual for the user.

Kathrine Pascua, Healthcare Content Manager

Storytelling

Probably the oldest trick in the book, but only recently have we seen this being utilised and amplified across organisations, in the way they brand themselves, their products and services. With the increasing control and judgement of the consumers, brands and companies have to adapt to these changes. It is no longer enough just to sell a product by specifications — you have to convince the buyers that your intentions are good too and that you will engage in a long-lasting relationship with your customers. The “stuff” around the products and services becomes just as important to users (initially), as they buy into the story of the product as well.

So start showing, that you are real people with real values, that you believe in your products and that they will integrate seamlessly and add value to the daily lives of millions. Then you move from story-telling to story-selling.

Mads Fuhr Frederiksen, Team Lead for Creative, Analysis & Business Advisory

Customer Journey

The Customer journey is still a hot topic. For designers it has been around for a while, but it still holds huge potential for most companies who still have not realized the value and opportunities of creating customer journeys to understand how their customers shop. I believe that more companies will understand how much customer journeys can benefit them in 2015.

Rise Vestergaard, Senior User Experience Designer