Today’s buyers want the right content to fall into place at just the right time, but only 21 percent say the marketing messages they receive are “usually relevant.” So, what can you do in 2016 to better nurture contacts through the buying process and inspire loyalty among existing customers? Check out these 10 key trends that will shape digital marketing in 2016 and learn how you can deliver the outstanding cross-channel experiences your contacts want. Or, download the full white paper here: http://bit.ly/1Nv7X6q

1. 10 Key Marketing
Trends for 2016
and Ideas for Delivering
Exceptional Customer
Experiences
Laurie Hood
Vice President of Product Marketing
IBM Marketing Cloud

2. Into the Zone

3. Shoppers
rarely find
themselves
in the zone

4. It’s time
for a change

5. C-suite execs
think four
technologies
will be key
for success:
Cloud computing
and services
Mobile
Solutions
The Internet
of Things
Cognitive
Computing

6. Deeper
Understanding,
Better
Experience

7. Cognitive
technologies
change the way
businesses engage
with customers.
TREND #1

8. of data today is
unstructured and
largely invisible to
computers, so brands
are only benefitting
from 20%of
what’s out there.
%

9. See patterns
and make
unlikely
connection

10. Example:
Airline loses
your luggage

11. Build deeper
levels of
understanding

12. Delivering a connected customer
experience becomes increasingly
critical for companies.
TREND #2

13. Feelings,
preferences and
attitudes change
quickly

14. of marketers saying
they contextually
understand their
customers, but only
38%of customers
agreeing with that
statement.
%

15. Connect the
(data) dots

16. Retargeting reaches
unprecedented levels
of cross-channel
sophistication.
TREND #3

17. We’ve all had
ads follow us
around the
Internet

18. What if you
could deliver
smarter ads?

19. Example:
Soccer gear

20. Revisit your
lifecycle
campaigns

21. Social media and
automation will
combine in new ways
to improve the
customer journey
TREND #4

22. Social will
continue to be
intertwined with
people’s lives

23. Social media
advertising
offers a huge
opportunity

24. Example:
A prospect visits
the demo form but
doesn’t complete
the action

25. Double down
on organic
social media

26. Video moves
to center
stage in the
marketing mix
TREND #5

27. Why now
is the time
for video:
Internet
speed/mobile
data plans
Social/mobile
viewing sites
Simpler video
production

28. Video
engagement
can drive
revenue too

29. Ask yourself:
What purpose will video serve?
How can video improve the
customer journey?
How will we measure success?

30. Top companies
bust the myth of
the marketing
suite.
TREND #6

31. Technology is
exciting …
and a little
overwhelming

32. Flexibility
is key

33. Agility among applications
enables you to:
Collaborate on designing customer journeys
Analyze journeys across channels
Gain a contextual view of customers

34. Leading marketers use
predictive technology
to further distance
their companies
from the pack.
TREND #7

35. Capitalize on
opportunities
before they
appear – not
after the fact

36. Consider the complex
multichannel
customer journey

37. Tap the power of
predictive marketing to:
Determine the best channel or content
Retain your most valuable customers
Determine the most effective offer

38. 3 Tactics
to Consider:
Up your department skills.
Employ the latest technology
Institutionalize new analysis
findings.

39. Internet
of Things
TREND #8
Appliances and sensors
become a real factor in
customer engagement
and data collection.

40. The calculus of
marketer-consumer
relationships is
undergoing a
significant
transformation.

41. What will this
transformation
mean for your
business?

42. The Internet
of Things:
In the Home

43. The Internet
of Things:
At Your
Business

44. Loyalty
programs
expand across
channels and
touch points.
TREND #9

45. The future: Pull in behaviors
from across systems and
devices to inform custom offers
and communications across
channels
The past: Driven by purchases
only and limited by data silos

46. Break the
status quo
mold

47. Find new ways
to add value

48. Look-alike
modeling
transforms the
role of social in
list growth
TREND #10

49. Meet the next
big acquisition
source: Social

50. The Power
of Look-alike
Models

51. Example:
Children’s
Clothing
Brand

52. CONCLUSION
Your customers are plugged in 24 hours
a day, 7 days a week across a variety of
channels and devices.

53. How you can you
create those perfect
moments that make
them feel like they’re
in that elusive zone?

54. of CxOs anticipate
more digital interaction
with customers
by 2020, and
66%expect
more focus on
customers as
individuals.2
%

55. In 2016, challenge yourself and
your team to get more collaborative
and innovative:
Greater agility Better data Sharper tools Increased
personalization

56. Are you ready to raise
your game to ensure
you’re among the top
performers in 2016?

57. Thank You

58. Interested In Learning More?
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