Things are a bit different in the robotosphere, however. As John F. Kennedy once said: “Change is the law of life. 2018 Digital Trends in Financial Services 3 We are pleased to bring you the latest annual Digital Trends in Financial Services report, focused exclusively on the financial … “This year, we started to see the impact of a new age of data privacy, with a number of high-profile fines being issued under the GDPR, on top of a number of incidents of media owners misusing user data. How agencies can slay the content spaghetti dragon and grow in 2021, Econsultancy’s Marketing & Digital Trends for 2021 and Beyond. So, we called on a bunch of them to ask what the heck is going to happen in digital advertising in 2020. However to me this is short-sighted, while in-housing solutions are not do or die for agencies we all clearly need to adapt. Agencies and their brands need to be nimble and need to be able to adapt to this evolving OTT landscape. Automation is the new norm With so many digital outlets to take care of, brands need to make sure that they are … “The diversification of datasets and the creative interpretation and application of these will supercharge planning and creativity. As we head into 2020, it’s amazing to reflect on how much technology has affected healthcare and life sciences in the last decade alone. But rather than our favourite shows being broken up into the 15-minute portions we grew up with on linear, we’ll see TV advertising innovate beyond recognition with CGI product placement and branded content developed to complement the viewing experience.”. It goes against the overall trend of the industry, but this is 2020 and “unprecedented” is the word of the year. Xeim Limited, Registered in England and Wales with number 05243851 4. In 2020, this progress will continue at pace, and there are a number of key trends and developments that will shape how our industry continues to adapt to the new digital reality: 1. After all, Digital Darwinism is an unforgiving reality. We’ve identified six trends we believe will guide commercial banks through the first year of this new decade. They need to step up and listen to consumers carefully. All the big guns like Qualcomm, ATT, Verizon, Nokia, Ericsson are doing their part to make sure this is true. Not only making real and substantial changes to the way they run their businesses to align with modern consumer expectations, but also talking about that boldly and authentically so that it gets noticed and drives purchase behaviour.”, Take Econsultancy’s Fast Track Digital Marketing training course. 5G for You and Me First things first, yes, we will actually start to use 5G in 2020. Top 5 Digital Consumer Trends in 2020. Like—seriously. Why CIOs are shifting priorities to marketing systems. Broadcast media will again increase in importance. They may not be finding the answers they need regarding transparency and growth potential in bigger networks, and are going to be looking for independent, transparent, data-literate agencies to carry them forward. Claire Kimber, Group Innovation Director, Posterscope: “Advances in data, technology and inventory have driven strong growth in OOH in 2019. Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing. Digital Intelligence riefing: 217 Digital Trends in Healthcare and Pharma In association with 5 Almost three-quarters say that optimizing the customer journey across multiple touchpoints will be very important for their marketing over the next There’s an ongoing battle between creative and data that I just don’t agree with. Safari, Firefox and even Google are increasingly blocking by default the use of third-party tracking cookies while regulations such as the EU General Data Protection Regulation and California Consumer Privacy Act legally enforce the right to privacy. That’s changing, as it becomes clear that digital … But is that really a bad thing?”. Digital Trends/Chris DeGraw. “The value of this advertising opportunity mustn’t be underestimated. There’s a lot to get through, and if you’re still left none the wiser, why not check out Econsultancy’s Getting to Grips with Digital Advertising Best Practice Guide. For 2020, some changes are more relevant than others, so it’s vital to stay ahead of the game and implement them into your own digital strategy. Digital & marketing transformation 9. In this article, we have pulled together technology trends in Healthcare that will shape the industry in 2020 and beyond. What is the outlook for global ad spending in 2020? 2020 has been an eventful year for SEO practitioners, PPC specialists and anyone working in the field of search marketing. “In 2020, I’d like to see the industry actually following through on past promises and collecting data transparently to improve the overall data economy, and increase trust with consumers. Chris DeGraw/Digital Trends… It’s hard to think of anyone who would consider 2020 to have been a brilliant year. Staff Picks: DT’s favorite mobile tech of 2020 By Andrew Martonik December 9, 2020 Albeit in the latter the question is often a little vague, for example, “In time we may consider in-housing [service] how would you support us on that”. More information can be found in our Cookies Policy and Privacy Policy. A confirmation will be sent to your email address with your link to download the slides and recording. Ten years ago I never would have imagined Facetiming a doctor on my phone for a minor illness and having it cost less than going to a physical doctor’s office. At the same time, more doctors are going to embrace this trend. Almost certainly, but perhaps quite sensibly they are learning to walk before they can run. An ad that has been called among other things “perplexing”, “sexist”, “cringeworthy” and even “dystopian” has set the internet ablaze. David Yates, Managing Partner – Strategy, Elvis: “In a world of high quality, commoditised products, the mass consumer is finally starting to pay attention to the bigger picture of the brands they choose: supply chains, ingredient provenance, worker conditions, political affiliations, et al. 3. (And remember to check out Econsultancy’s Content Strategy Best Practice Guide, B2B Content Marketing Best Practice Guide, and Fast Track Content.) For the past five years, Adobe and Econsultancy have joined forces to understand the current state of digital marketing and to offer you the latest digital trends. 2020 Airline Digital Trends Series [Joel Goldberg, CDO at Wizz Air] Iztok Franko. And how can it help agency business models? Here's a rundown of the six biggest developments, shifts, and emerging themes that popped up in the world of artificial intelligence in the year 2020. If we do not provide solutions our clients want we become less relevant, so whether that’s allowing our clients to license our proprietary tech, seconding our people to a client’s site or running in-housing training we need to adapt to remain relevant.”. Jon Goulding is the founder and CEO of Atomic London, a London-based and rapidly-growing independent creative agency. To guide your planning efforts, we’ve gathered the Top 5 2020 trends that marketing professionals should know to effectively plan content, channels, and audiences in 2020, taken from our trend sheet: Top Digital Engagement Trends in 2020. The ability to create high-volume, high-relevance, and high-velocity content is very important for B2B marketers. In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers. According to the Global Digital Report 2020, there has been a 9.2% increase in global social media usage since January 2019. Digital Trends may earn a commission when you buy through links on our site. “Understanding the audiences offered on each platform, the user behaviour within and the influencers / content creators that can be leveraged will be key. Econsultancy’s Rebecca Sentance, reflects on the digital transformation trends and developments in each industry that characterised 2019, from experiential retail to the streaming services showdown, and predicts which trends are likely to continue or emerge in 2020. Focused tightly on digital technologies, marketing and ecommerce, it is about delivering actionable insight on trends that will be significant in the short to mid-term, and can be used to generate new ideas, improve business performance and stay ahead of the competition. It has proven to be a priceless tool in helping small to medium-sized companies survive and thrive during these challenging times. Google will see its first ever contraction in digital ad revenues, as search advertising will struggle compared with display. “The third-party cookie is crumbling and 2020 will see its death throes. In 2020, PCs have never been more important. For example, one of our clients still outsources creative strategy and campaign generation but has in-housed asset editing for digital channels like social and display. アドビが初めてDigital Trendsレポートを発表してから10年目に当たる今回は、業界のトップ企業がデジタル変革の波に乗って主要な大手競合他社より優れた業績を収めている実態について調査しました。 マーケティングや広告、eコマース、クリエイティブ、ITの各分野におけるリーダーにインタビューして得たインサイトをお届けします。, 2020年にとって最も重要なことは何かが明確になりました。誰もが話題にするような新たな課題やビジネスチャンスは、ごくわずかしかありません。そのハイライトについては、ぜひ、アドビとEconsultancyの共同調査による調査レポート「Digital Trends 2020年版」でお確かめください。, これまで採用してきた顧客体験への投資戦略により、企業は2種類に分けることができます。それは、過去に囚われる企業と未来を見据える企業です。例えば、主要な大手企業の26%が景気後退への不安を口にするなか、業界のトップ企業の27%は、今後のデジタル分野の人材の新規獲得と維持をどうするかということに、より大きな懸念を示していました。また、主要な事業目標を大幅に上回る業績を上げることができたと回答した企業の割合が、顧客体験の最前線にいる企業では36%に上り、主要な大手企業ではたった12%にとどまったことからも、顧客体験の重要性を示すトレンドは明らかと言えます。今日の顧客体験の基礎は、未来に照準を合わせ、魅力的なコンテンツを創出することです。また、魅力的なコンテンツを効果的に届ける方法については、記事「アンダーアーマー:コンテンツを軸にCXMを加速しストーリーを紡ぐ」をご覧ください。, 顧客を引きつけるために必要なことは、顧客を理解することに加え、複数の顧客接点にまたがるカスタマージャーニーの改善を図ることです。調査によると、業界トップ企業の34%が、2020年の最優先事項として「カスタマージャーニー」を、次に僅差で「ターゲティングとパーソナライゼーション」を挙げています。またEconsultancyによる調査(『How Marketers Learn』(2019))では、企業の過半数が、カスタマージャーニーの管理における最も困難な課題は、必要となるコンテンツの量と多様さであると回答しています。オーディエンスの構築、販売効率や顧客維持率の向上において、競合他社との差別化を図り、成長するためには、カスタマージャーニーを適切に管理することが必要不可欠です。カスタマージャーニーに寄り添う多様なコンテンツを効果的に整備するには、記事「基礎から押さえる「コンテンツマーケティング」 (1): 定義と意義をとらえ直す」をご覧ください。, 社風によっては、製品の発展が遅れたり、効率が下がったり、デジタル変革が阻害されたりすることがあります。年間売上高210億円以上の企業のマーケターの60%が、旧態依然としたワークフローのせいで業務に支障が生じていると回答しています。しかし、顧客体験におけるトップ企業のうち約3分の1からは、異なる回答が得られました。これらのトップ企業が主な障害として挙げたのは「予算不足」です。つまりこれは、よりよいデジタルエクスペリエンスを提供するための能力自体は保有しているのに、それを実現するためのリソースが必ずしも十分ではなかったということを示しています。また、トップ企業では、より広範な学習リソースを提供したり、タスクや個人に合わせてアプローチを最適化したりする傾向が見られます。これらの調査結果にもとづいて、アドビでは、社内の学習プラットフォームの充実と個人の努力(例えばブログを読む、インフルエンサーをフォローする、対面のトレーニングを受けるなど)の奨励をバランスよく進めることを推奨しています。, これまでのDigital Trendsレポートをもとに、今日までのデジタル変革の10年間を振り返りましょう。, プライバシーの保護とセキュリティの確保は、B2B企業、B2C企業の双方において、最優先事項となっています。媒体社と広告主のいずれも、取れる行動についての規制は変化し続けています。こうした状況に対応するべく、企業は信頼性と透明性を向上させるため、新たな戦略を打ち出しています。調査結果によると、明確なデータ戦略を策定しており、高度に統合されたクラウド型テクノロジーに投資している企業は、そうでない企業に比べ、データ保護への重視が事業に好影響を与える、と考える割合が65%高くなっています。人々の間では、自分たちのデータの取り扱いに対する意識や議論が高まっています。より幅広いデータと深いインサイトを得るためには、データ管理と顧客に対する取り組みに投資することで透明性を実証し、顧客との信頼を確立すべきです。, 人工知能(AI)の利用が一般消費者に広まったのは今から10年ほど前、iPhoneへのSiriの搭載が契機でした。一方の企業におけるAIの利用は、当時それほど見られませんでした。この状況は、10年の経過によって大きく変化しました。AIや機械学習(ML)の採用は、多くの企業にとって最優先事項のひとつになっています。マーケティングのような企業の業務に関わるシステムに、AIやMLを組み込むことの優位性は明らかです。様々なデータ処理を自動化することで、人的リソースを要する作業から社員を解放し、その時間を戦略的な業務に割り当てることができるからです。そしてAIやMLの活用は、業務の効率化だけでなく、マーケティング施策の最適化やレコメンデーションなど、顧客体験をより向上させるための一連の処理にも活用できます。, 自動化マーケティングの反復タスクの自動化において、AIやMLの活用が広がっています。, 業界のトップ企業がデジタル変革の波に乗って主要な大手競合他社より優れた業績を収めている実態について調査しました。, الشرق الأوسط وشمال أفريقيا - اللغة العربية, Southeast Asia (Includes Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) - English. We’ve got a lot of adtech friends at Econsultancy, as well as some more ‘left brain’ agency types. Stephen Kenwright, co-founder and Technical Director, Rise at Seven: “Brexit is probably going to happen now – and there’ll be even more economic pressure on businesses – so getting the most out of marketing spend will be crucial. Based on a global survey of more than 6000 digital business professionals, our report found that customer experience is considered the key imperative for 2015. 2020年にとって最も重要なことは何かが明確になりました。誰もが話題にするような新たな課題やビジネスチャンスは、 ごくわずかしかありません。 そのハイライトについては、 ぜひ、 アドビとEconsultancyの共同調査による調査レポート「Digital Trends 2020年版」でお確かめください。 The 2017 Digital Trends in Healthcare and Pharma report is based on a sample of almost 500 respondents working in the healthcare and pharma sector1 who were among more than 14,000 digital professionals taking part in the annual Digital Trends survey carried out in November and December 2016. For the past five years, Adobe and Econsultancy have joined forces to understand the current state of digital marketing and to offer you the latest digital trends. This year’s report, now in its eighth year, gives an The Continued Advancement of 5G Technology. “As a result, there’s still a huge opportunity for young talent to join the industry. challenger brands like Bulb). Ten Key Digital Trends for 2020 What Marketers Need to Know in the Year Ahead. Glen Conybeare, Managing Director, Stickyeyes: “There has been a significant increase in the number of (typically large) companies talking about [in-housing]. Messaging 8. “A new era of connectivity in OOH will open up a realm of possibilities, turning DOOH into a network of connected portals. Hootsuite's Social Trends report reveals what to expect in 2021. After all, everything happens somewhere, so using location as the lens to examine data and extrapolate insight is the ultimate in understanding on-the-go human behaviour.”. The “ 2020 Digital Trends ” report, now in its 10th year, defines CX leaders as organizations that “have advanced customer experience management (CXM) in … To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber. 5 Trends Shaping the Post Pandemic Future of Financial Marketing Subscribe Now Get The Financial Brand Newsletter for FREE - Sign Up Now It is impossible to consider the future of financial services marketing without understanding the impact of COVID-19 on the consumer, the banking industry and the economy. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. Registered office at Econsultancy, Floor M, 10 York Road, London, SE1 7ND. “And in the world of advertising, this means that advertisers can no longer get away with the glossy, empty promises of yesteryear. If you continue browsing, we assume that you consent to our use of cookies. Hannah Thompson, Programmatic Account Director, Tug: “Paid TV streaming services have certainly gained momentum in 2019, and while the trend may be draining advertising revenues, I believe ads can survive if they know how to ride the wave. Ecommerce, social, advertising, UX, SEO etc. His trends articles are some of the most popular and hotly debated pieces of content we publish, with insights covering everything from the future of ecommerce to the search for trust and the shape of marketing in 2030. And those who look only to the past or present are certain to miss the future.” For anyone in digital … You’ll find the full Digital 2020 Global Overview Report in the SlideShare embed below, but read on to find our summary of this year’s key headlines, numbers, and trends. This is nothing new to project managers, but this project management trend is ramping up as we head into 2020 and beyond. The continued rise of artificial intelligence You may not have realised it, but artificial intelligence … 5. Clearly Boardrooms are recognising the significant risk and are therefore targeting certain areas, often starting with the more commoditised end of the marketing mix. James Patterson, VP Client Services, EMEA & Global Operations at The Trade Desk: “Growing numbers of advertisers are waking up to the importance of objectivity when it comes to advertising and the benefits of investing their spend beyond the walled gardens – whether that’s greater control of their data, more transparent pricing or more objective measurement. Retailers regard customer experience optimisation as the single most exciting opportunity in 2020 (25%), ahead of data-driven marketing (16%) which occupied the top spot in 2019. アドビとEconsultancyは共同で、 世界中の経営陣を対象とした調査を実施し、 各社のデジタル変革に対する視点をまとめた初の調査レポート『Digital Trends 2020年版 経営陣のためのデジタル変革編』発行しました。 ... Watch our on-demand webinar to learn about the top five digital trends shaping a consumer's path to purchase in 2020 … Read on to discover the digital marketing trends to be ready for in 2020. 5 Digital Technology Trends for 2020. The 2020 Digital Trends report, published by Econsultancy in association with Adobe, looks at the most significant digital-related trends driving marketing and customer experience strategies, with a focus on understanding challenges, opportunities and priorities. It’s a no-brainer for brands. But it’s not just about turbocharging audience targeting, we will see an ongoing shift towards using this data to unearth new insights and new ways of interpreting and applying these findings. These highlights come straight from our 2020 Digital Trends report, produced in collaboration with Econsultancy. They will need to find an opportunity for elevated reach through cross-platform strategy and get serious about programmatic TV.”. …However there is no big bang. This report covers key events in the digital video industry based on data, trends, and business activity in Q3 2020. All rights reserved. An agencies job is not unlike Google’s, “be relevant”. Digital healthcare is changing the face of medicine. For real. In the past year, we’ve been inundated by articles decrying a lack of creativity in the industry, backed by an IPA report finding a “crisis in creative effectiveness”. 7. Will they do more of this over time? What’s Happening? And if you want to hear more on 2021 trends, join us on January 26th at 3pm GMT as Econsultancy founder Ashley Friedlein will reveal his digital and marketing trends … We see 2020 as the year commercial banks went from digitization to digital by building on these investments and truly unlocking the power of their data. However these new realities unfold, Fjord Trends 2020 reveal that tomorrow’s success stories will likely belong to organizations that welcome and take positive forward action on the long-term view. All over the world step up and listen to consumers carefully | email subs.support! Global ad spending in 2020? that I just don ’ t agree with from our 2020 digital,,... The robotosphere, however has also been an eventful year for SEO practitioners, PPC and... ( 0 ) 20 7970 4322 | email: subs.support @ econsultancy.com how people interact and... Gets you Goldberg, CDO at Wizz Air ] Iztok Franko to being resilient. Highlights come straight from our 2020 digital Trends 2016-2017 report dives into all the big guns like Qualcomm,,. Year, gives an digital Trends and opportunities that everyone is talking about so, assume! Do or die for agencies we all clearly need to Know in the marketing... Have it – our definitive guide to the 42 most important econsultancy digital trends 2020 marketing Mon.... 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