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2018 Connectivity Report

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Highlights from Widen's 2018 Connectivity Report: Decoding connectivity for today’s marketers and creatives. Get the full report at https://www.widen.com/the-2018-connectivity-report.

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2018 Connectivity Report

  1. 1. Decoding connectivity for today’s marketers and creatives May 2018
  2. 2. Go.widen.com/connectivity18
  3. 3. One-on-one phone interviews 32 Online survey questionnaires 506 538Marketing, creative, + tech professionals
  4. 4. Analytics Content personalization Digital transformation Artificial intelligence Customer experience Marketing connectivity
  5. 5. Top performers are embracing connectivity in its truest sense by balancing the power of technology with the familiarity of the human touch.
  6. 6. 2018 RESEARCH FINDINGS
  7. 7. Integrations are critical to the future success of modern marketing organizations. 1.
  8. 8. PROJECT MANAGEMENT ● Marketing automation ● Email marketing ● Customer relationship management ● Social media management ● Digital asset management ● Content management ● File sharing ● Creative collaboration ● Project management ● E-commerce FILE SHARING CRM EMAIL MARKETING 41% 35% 33%
  9. 9. of respondents we surveyed are integrating at least two of those digital tools. 75%
  10. 10. Digital transformation timing 41% GOING THROUGH A TRANSFORMATION 39% HAVE GONE THROUGH A TRANSFORMATION 10% NOT FOCUSED ON TRANSFORMATION 9% PREPARING FOR TRANSFORMATION
  11. 11. Digital transformation timing 41% GOING THROUGH A TRANSFORMATION 39% HAVE GONE THROUGH A TRANSFORMATION 10% NOT FOCUSED ON TRANSFORMATION 9% PREPARING FOR TRANSFORMATION
  12. 12. of respondents say that technologies supporting business operations is the most important requirement for a digital transformation. 68%
  13. 13. PEOPLE PROCESSES TECHNOLOGIES Using and integrating the right tools is essential to operational efficiency and business success.
  14. 14. Data is only one piece of the analytics puzzle. Talking to your audience completes the picture. 2.
  15. 15. 70% WEBSITE ANALYTICS 56% EMAIL MARKETING ANALYTICS 44%CONTENT ANALYTICS The data professionals are tracking the most
  16. 16. Factors you can’t measure with data analytics Honesty/ Authenticity Human nature Brand resonance Sentiment
  17. 17. We do predictive and look-a-like modeling, but we still haven’t pinpointed why someone supports us for the first time. It’s a personally-motivated decision and marketing analytics aren’t great for identifying that.” - Senior Specialist, Direct Marketing Content and Project Management, Alzheimer’s Association “
  18. 18. 23% DATA SCIENTIST 22% GROWTH MARKETER 15% EXPERIENTIAL MANAGER Emerging roles for future teams
  19. 19. The biggest challenge people face with their data TELLING THE RIGHT STORY
  20. 20. If you can continue to improve Insights and if there’s some way to put in alerts – something that we could program on our side so we can be notified if something’s happened.” - Sandra DiBiasi, Varian “
  21. 21. Personalization goes deeper than inserting a name and saying “you” or “your.” 3.
  22. 22. If I walk into a bar or restaurant I love, and they’re playing Bruce Springsteen, I’m like, ‘I bet they know I’m here.’ A personalized experience feels like it was tailor-made for you but it doesn’t have to be so overt.” - Mike Altier, Creative Director at Alight Solutions “
  23. 23. YOU GET ME(Special, important, not one of the masses)
  24. 24. respondents are focused on in 2018 is personalizing the customer experience. #1 trend
  25. 25. say personalization at scale is possible... 93%
  26. 26. … don’t know how to achieve it in their work. 58%
  27. 27. AI tools have the greatest potential when people drive the strategy and machines execute it. 4.
  28. 28. of respondents didn’t know how to define artificial intelligence. Machine learning was more familiar. over 50%
  29. 29. People NOT using AI tools in their work 86%
  30. 30. People using 1 of 6 AI tools in their personal lives Source: 2017 North Eastern University/Gallup Report 85%
  31. 31. Navigation apps Video and music streaming services The six most used AI technologies Smartphone digital assistants Ride-sharing apps Home personal assistants Smarthome devices (self-learning thermostats and lighting) Source: 2017 North Eastern University/Gallup Report
  32. 32. Voice-enabled devices like Alexa, Siri, and Google Home are currently transactional, but as voice-technology services improve the interactions will become more conversational, dynamic, and fact-rich.
  33. 33. say AI will make a big impact on the marketing and creative industry in the next 3 years. 100%
  34. 34. A global brand means localizing what you stand for. 5.
  35. 35. Localizing the brand message by region or country. #1 concern
  36. 36. Being responsive across time zones. #1 challenge
  37. 37. There needs to be a regional marketing lead who can review the materials we’ve got and say, ‘yes, this will engage our local audiences and aligns with our brand.’” - Ellen Maly, Pegasystems “
  38. 38. Customer experience is core to a successful content strategy. 6.
  39. 39. Memorable Easy Relevant Enjoyable Personalized Comprehensive Best word to describe a good customer experience:
  40. 40. say their organization has a content strategy, but few people know who owns it. 55%
  41. 41. 48% WEBSITES 36% DIGITAL ADS 34%VIDEOS Top 3 types of content most effective in helping meet 2017 marketing goals
  42. 42. Go.widen.com/connectivity18
  43. 43. Thank you. Any questions? marketing@widen.com

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