April 09, 2018 News & Trends

Part of my job as a product manager is to keep a finger on the pulse of the markets I serve — whether that’s the competitive landscape, regulatory changes, or broader technology and marketing trends. Doing so everyday requires time dedicated to sifting through blogs, press releases, podcasts, newsletters, and more to separate the most meaningful digital marketing predictions from the passing trends.

I fortunately had the opportunity to learn in person from some of the best minds in marketing at Adobe Summit 2018 in Las Vegas. At the conference, I attended several sessions and soaked in the opinions and insights from industry experts like Tamara Gaffney, Principal Analyst of the Adobe Experience Index and Ray Wang, Principal Analyst and Chairman of Constellation Research. Gaffney and Wang presented one of my personal favorite sessions on “Data, Insights, & Predictions: Top 10 Things Marketers Need to Know.” Within their breakout session, they shared top predictions for marketing trends in 2018. Here are a few that I found insightful and relevant:

Preference Shifts from Paid Search to Paid Social

Tamara and Ray spoke on how while the general consumer preference is still to hear about new offers via email, the gap between email and other paid channels is much smaller among younger cohorts. Younger consumers opt for paid social ads over paid search ads. As a digital marketer, it is important to evaluate how your paid search and paid social can work together though. As long as you are tracking your ROI and optimizing your marketing spend based on which channels are driving the most conversions, both online and offline, you will be able properly prioritize your marketing spend.

Corporate Tax Savings Fuel Additional Marketing Spend

Tamara and Ray also speculated that additional funds freed up by the recent reductions in the US corporate tax rate will be allocated to marketing budgets. Influx of advertising dollars may push demand above supply and lead to an increase in the cost of premium targeted digital ads. If this does happen, do you know where you will allocate these new-found marketing funds? If you understand how your digital advertising, website, and offline marketing drives clicks, calls, and customers, you will be armed with the data to make big budget decisions when the time comes.

Traditional Media Stabilizes but Digital Video is Coming

While cord cutting is becoming more common, the majority of consumers in all age cohorts still have a paid cable or satellite subscription. Increased ad spend (assuming the tax cut prediction holds true) will help fuel traditional media. However, as digital video services continue to gain popularity, it’s only a matter of time before ad dollars shift to online video. For video services that are not ad-driven, marketing dollars may be spent on product placement rather than traditional advertisements.

Personalized Customer Experiences Are Important — Don’t Screw It Up

Consumers are beginning to expect personalized experiences when they engage with brands. However, a more personalized experience is not a substitute for the basics that customers expect. Don’t forget to provide a consistent voice in messaging, provide transparency, and make relevant information easy to find and consume. Providing consumers with convenient click-to-call phone numbers on your mobile-optimized website and paid search ads targeting smartphone users is a crucial first step.

Customers assume that you know who they are and what they want at all times, across all channels. If you raise expectations through advertising but fail to deliver when the customer calls, your business suffers. Through a unique combination of data, technology, and integrations, marketers can personalize caller experiences to acquire and retain more customers.

You can read more about our experience and the insights we learned at Adobe Summit in another recent post, “Three Takeaways For Digital Marketers from Adobe Summit 2018.” To learn more about the benefits of activating data on your callers across Adobe Experience Cloud, request a demo of DialogTech today.

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About the author:

Collin Middleton

Product Manager, DialogTech

Collin Middleton has been an integral member of the DialogTech team for nearly a decade. With his B.A. in Marketing from Michigan State University and experience in Customer Success roles, Middleton brings unique insight to his role as Product Manager at DialogTech.

See more posts by Collin Middleton

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