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21 Digital Experience Trends to Act On In 2019


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Learn from the experts:. 21 digital experience trends to help direct your go-to-market strategy, better engage customers and deliver a clear ROI on your technology investments in 2019.

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21 Digital Experience Trends to Act On In 2019

  1. 1. © 2019 e-Spirit, Inc. All Rights Reserved 21 Digital Experience Trends to Act On In 2019 1 Heidi Unruh, Global VP Content Marketing
  2. 2. © 2019 e-Spirit, Inc. All Rights Reserved Web Content Management
  3. 3. © 2019 e-Spirit, Inc. All Rights Reserved “More websites want flexibility in how their content is displayed and are instead opting for more medium-agnostic web content management, most notably through headless CMS. Headless CMS allows users to post their content without worrying about a front end that only formats properly on one type of device. As we enter 2019, content-driven services and websites will have to move to headless CMS solutions to account for the rapidly diversifying content consumption landscape.” Jazmine Betx, G2 Crowd 1 Web Content Management Trends
  4. 4. © 2019 e-Spirit, Inc. All Rights Reserved “The era of the monolithic, single enterprise content management system has come to an end and now companies need to think in terms of architecture for content services, emphasis on the plural services. Many different personas exist within the enterprise, and their requirements to interact with, produce, and consume content all vary widely. The idea of content services aligns perfectly with the need for dynamic user experiences that cater to those personas, not forcing all users to a single ECM interface or Intranet.” Tess Hanna, Editor of Content Management Solutions Review 2 Web Content Management Trends
  5. 5. © 2019 e-Spirit, Inc. All Rights Reserved “Stories have redefined the way brands communicate on Instagram, and creative marketers are now learning to use this format to address each stage of the customer journey, from awareness to direct purchase. We'll see even more investments in this channel in 2019.” Todd Grossman, CEO Americas, Talkwalker 3 Web Content Management Trends
  6. 6. © 2019 e-Spirit, Inc. All Rights Reserved “In 2019, brands are going to find it increasingly difficult to attract and retain their audience’s attention on social media. The brands that develop creative content strategies that tap into themes that are culturally relevant (and topical) to their audiences, will win. People don’t go on social to see content about your brand, they don’t care about you or your brand. They want to be educated, entertained and inspired. The sooner you realize that and start creating content that fulfills those needs, the better.” Dan Knowlton, Co-Founder of KPS Digital Marketing 4 Web Content Management Trends
  7. 7. © 2019 e-Spirit, Inc. All Rights Reserved “Marketers should look to how they can use AI as a way to understand what content a potential customer is consuming, whether it is marketing generated content, support or technical documents or user-generated, which will allow for more personalized customer experience and high customer satisfaction.” Lisa Matherly, VP of Content Marketing at McAfee 5 Web Content Management Trends
  8. 8. © 2019 e-Spirit, Inc. All Rights Reserved “Done well, video marketing produces amazing results. According to HubSpot, simply adding a video to an email boosts click-through rate by a staggering 200–300 percent, and putting one on a landing page increases conversion rate by 80 percent. Next year, live video feeds will continue to explode, but the real differentiator going forward will be originality. Interactive video and imaginative video marketing that encourages user engagement will quickly outpace video for the sake of moving pictures. Consumers become bored quickly — brands that use video to engage and excite users will win.” Kerri Hale, Martech Business Writer 6 Web Content Management Trends
  9. 9. © 2019 e-Spirit, Inc. All Rights Reserved 9 Digital Experience
  10. 10. © 2019 e-Spirit, Inc. All Rights Reserved 1 “In 2019, immersive storytelling and location-based experiences will draw customers to brands like never before. As people crave the experiential, the brands that understand how to deliver them narratively will see explosive engagement.” John Bucher, Mythologist/Narrative Strategist, Telling A Better Story Digital Experience Trends
  11. 11. © 2019 e-Spirit, Inc. All Rights Reserved 2 “AI moves from personalized to predictive. AI lets firms use the information they collect about the buying habits of a given client to create a more personalized experience and predict future actions. “I’ve been in consumer electronics for 30 years now, and for 25 of those forecasting was done with [human] judgment, a spreadsheet, and some Velcro balls and darts,” Limp said. “Our error rates are significantly down since we’ve started using machine learning in our forecasts.” United Airlines, Netflix and Spotify are some other notable brands applying AI algorithms to their customer data and creating win-win outcomes.” John Bucher, Mythologist/Narrative Strategist, Telling A Better Story Digital Experience Trends
  12. 12. © 2019 e-Spirit, Inc. All Rights Reserved 3 “With 2018 brought us micro-influencers and the introduction of micro-moments. A micro-moment is a brief moment in time; like when you’re purchasing an item, researching something new, or discovering a new site. On average, a consumer has about 150 micro-moments per day, while spending an average of 4.7 hours each day on their smartphones. A successful micro-moment is comprised of 3 key ingredients: Intent, context and immediacy. In 2019, brands need to be thinking through how they’re going to capture user interest and intent within these brief windows of time.” Jennifer Waigand, SocialToaster Digital Experience Trends
  13. 13. © 2019 e-Spirit, Inc. All Rights Reserved 4 “To scale any business process, you must centralize and automate it as much as possible. In the case of personalization, that means getting all relevant data in one place, applying intelligence and decisioning power across that unified data source, and then orchestrating actions across every single customer touchpoint. A smart hub, i.e. customer data platform (CDP) or decisioning platform, is a “hub” in that it can connect to any data source as well as to any execution channel. It is “smart” in that it can unleash both AI as well as marketers’ deep knowledge. Instead of disconnected decisions based on fragmented data, or never-ending manual intervention, such a personalization brain centralizes and automates the entire personalization process. It can gather all relevant customer signals. It can centralize AI-based decisioning on all that data. Finally, it can execute on those centralized decisions across any channels—including the ability to personalize messages at scale by: 1) automatically selecting optimal channels, and 2) drawing on past behaviors to tailor content on the fly.” Tasso Argyros, Founder and CEO of ActionIQ Digital Experience Trends
  14. 14. © 2019 e-Spirit, Inc. All Rights Reserved 5 “Since customer preferences and purchase behavior is constantly changing, what brands consider their “customer bases” are in continuous flux. This means the profiles brands create of their customers must be flexible by nature. The way personas influence the strategy of companies will need to change, especially for marketers. Your decade-old cardboard cut-out of ‘Millennials’ will not help you resonate with the 20- and 30-somethings of today. It is time to put in place personas that are inherently subject to change.” Alex Jones, Content Manager, Brandwatch Digital Experience Trends
  15. 15. © 2019 e-Spirit, Inc. All Rights Reserved 6 “Since one opportunity that marketers predict will grow in 2019 is the need for blended data. From how you understand your customers to how you report your results to executives, the marketers that show the value of integrating different data sources will be the ones most successfully proving ROI. Steve Dodd of Socialgist spoke to us about the importance of integrating data to get a more complete picture of the market: “In 2019, marketers will need to be able to blend corporate data (what you know) with social data (what’s coming).” Alex Jones, Content Manager, Brandwatch Digital Experience Trends
  16. 16. © 2019 e-Spirit, Inc. All Rights Reserved 7 “Mastering the art of emotional engagement means knowing what is relevant to each customer on an individual level. But with the increasing amounts of data being produced, how is it possible to tailor communications to every single customer in your database? Imagine having 700,000 customers, 878 products on offer, 130 promotions running, and 50 different content communications. You would already be looking at 35 billion+ unique possible conversations you could have with your customers. The answer to that question is, of course, with the help of technology. Emotional connections at scale means automating the decisions on which individual customer to talk to, what to talk to the customer about, and which psychological technique to apply. If you want to connect with a customer, you need to know what motivates them and which psychological technique resonates most. For example: ● The Sunk Cost Fallacy works by prompting people about their initial investment: “treat yourself to dessert for only another $5” ● The Commitment Principle gets people to convert by starting small and making it easy to commit: “Get started with a free account” ● Social Proof drives people who want to follow the crowd: “250k customers have already said “yes” to this offer” By integrating these techniques with AI-decisioning technology, it’s possible to determine the most relevant technique for each individual customer. In other words, AI automates who to talk to, what to say, and how to say it in real time. That is how marketers move customer engagement beyond the transactional phase and start building an emotional connection.” Regan Yan, CEO of Digital Alchemy Digital Experience Trends
  17. 17. © 2019 e-Spirit, Inc. All Rights Reserved e-Commerce Experience Trends
  18. 18. © 2019 e-Spirit, Inc. All Rights Reserved “Ecommerce businesses must invest in technology that can identify digital “body language” that indicates struggles or frustration. Once alerted, digital teams can intervene to assist. By providing real-time content and offers that can actually help with whatever your customer is trying to achieve, you can turn an unpleasant experience into an opportunity to delight. A lot of the technology is already here, but the last few pieces of the puzzle will fall into place over the next couple of years.” Lauren Burgess, Decibel 1 e-Commerce Experience Trends
  19. 19. © 2019 e-Spirit, Inc. All Rights Reserved “Goodbye “Omnichannel”, Hello “Omnipresence”. In 2019, retailers will look to ways to continuously engage with shoppers as they pursue their shopping journeys – to be omnipresent. Consumers simply don’t think in terms of channels. This isn’t 1998. No one is sitting around and thinking, ‘Hey, I think I’ll do some online shopping.’ For many years, and certainly, in 2019, it’s all just ‘shopping.’ Shopping journeys now go through a variety of branded touchpoints, digital for sure, but physical touchpoints too, and they are nowhere near linear shopping journeys. Brands need to be nimble, agile and responsive to shopper needs, and they need to deliver seamless, friction-free paths for their shoppers to navigate. At the end of the day, it doesn’t matter where the transaction takes place, as long as the transaction takes place within the brand’s ecosystem. It’s a holistic approach to the retail experience, and it’s something retailers, particularly old-school, legacy retailers have learned the hard way.” Ray Hartjen, Marketing Director at RetailNext 2 e-Commerce Experience Trends
  20. 20. © 2019 e-Spirit, Inc. All Rights Reserved “Consumer data across all enterprise systems and touch points will be imperative in 2019, as retailers must focus on the importance of the customer’s entire journey. Last year I predicted how AI would be the main focus for retailer’s websites and while it did come true, the data from these AI programs are not unified or actionable. Usually the AI customer data is only effective and maintained within that exact AI program. In 2019, retailers must invest in technology that unifies the entire customer journey to enable a 360-degree view of the customer and their shopping behavior. Retailers need to act on the entire view of the customer to compete in an ever-growing D2C environment online. Consumer engagement is entering a new level in 2019 and will only be possible by investing in complex data software and exploring ways to collect and leverage data in their sales, CSR, and marketing.” Devin Fitzpatrick, Founder & CEO, CDF Consulting 3 e-Commerce Experience Trends
  21. 21. © 2019 e-Spirit, Inc. All Rights Reserved “In the near future, many more retailers will turn to AR capabilities to show off their products and, in time, virtual reality will usher in a new wave of immersive customer experiences. Imagine “walking” through a jewelry store and trying on rings – without ever leaving your home. The possibilities are endless.” Lauren Burgess, Decibel 4 e-Commerce Experience Trends
  22. 22. © 2019 e-Spirit, Inc. All Rights Reserved “We’ve already seen growth in people searching for products by voice and expect that this will continue in the coming year. The next phase of voice search will enable people to find items however they describe them and in any language. Brands may take this a step further. Instead of apps, websites, and mobile responsive checkouts – brands will focus on creating a single interface so that consumers can do it all in one go, simply by using their voice. According to research from Gartner, by the year 2020 30% of web searches will be done without a screen.” John Vary, Futurologist, John Lewis Partnership 5 e-Commerce Experience Trends
  23. 23. © 2019 e-Spirit, Inc. All Rights Reserved “Technology adoption in stores will accelerate. However specific retail verticals will adopt different tools and technologies, such 3D scanning for clothing stores. Retailers will use digital signage but there will also be “stores of the future” using more advanced or novel technology. Using touchscreens to learn more about a particular product will be integrated throughout the shopping experience as well as pairing augmented reality experiences. Self checkout kiosks will eventually be commonplace, with mobile point of sale options similar to what is used at Apple stores.” James Giglio, CEO of MVP Interactive 6 e-Commerce Experience Trends
  24. 24. © 2019 e-Spirit, Inc. All Rights Reserved “With the trend toward hyper-personalization and ever-more stringent definitions of seamlessness, successful retailers will be the ones who can understand the fluctuating needs and expectations of their customers — whether in the digital or physical sphere. Leveraging behavioral data and putting customer experience at the heart of decision-making is the key to building successful, omni-channel (rather than cross-device) journeys. And today, everyone can access and integrate advanced metrics into their workflow.” Jonathan Cherki, CEO of ContentSquare 7 e-Commerce Experience Trends
  25. 25. © 2019 e-Spirit, Inc. All Rights Reserved “With the endless amount of data you have available, the technology that can analyze it and help you put it to use, and the tools available to scale that information across interactions, your audience members should feel special all the time. They’re already bombarded with more content than they can handle, and you don’t want to just add to the noise. Technology doesn’t have to make you more impersonal. It can make marketers better communicators. Use it to (securely) collect relevant data, and turn those data points into insights that can guide your messaging. The more advanced these tools get, the higher your audience’s expectations for genuine, helpful, personalized content will be.” John Hall, Forbes contributor & author of the best-seller “Top of Mind” 8 e-Commerce Experience Trends
  26. 26. © 2019 e-Spirit, Inc. All Rights Reserved e-Spirit . . . A Digital Experience Platform to create and deliver personalized, content-rich experiences anytime, anywhere, to outperform competitors Visit Technology for a Digital Experience Edge About e-Spirit
  27. 27. © 2019 e-Spirit, Inc. All Rights Reserved 21 Digital Experience Trends To Act On In 2019 Heidi Unruh, Global VP Content Marketing