How will digital develop in 2014?

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The digital marketing sector is one of the fastest developing within the advertising industry, with technological and cultural changes meaning that organisations need to constantly update their approach if they are to stay ahead of the curve.

According to the Adobe Digital Trends Briefing for 2014, published earlier this year, found 20 per cent of firms across the globe consider improved customer experience to be the biggest trend over the next 12 months.

With increased investment in customer relationship management (CRM) processes and the growing ability for firms to take on information about prospective buyers through big data analysis, it is clear there is a major opportunity for tech-savvy companies to alter their approach.

Content marketing, mobile, multi-channel campaign management and personalisation were also cited as potential trends.

In the world of b2b, producing high-quality content is likely to be the focus over the course of the year, while b2c marketers are likely to concentrate on developing their mobile policy.

Adobe found that both areas are also keen to work on developing the experiential elements of their marketing policy – by utilising CRM and big data, businesses can personalise their approach for each consumer or buyer.

However, it is crucial that firms are able to deal with this shift, as coping with a large amount of data can be somewhat daunting even for companies with the right kind of talent and experience in place.

Ken Fitzpatrick, chief executive of the Digital Marketing Institute, recently highlighted the pace of change in the industry.

“The world continues to speed up, real-time advertising is just around the corner, and digital marketing disciplines are devolving and specialising as they mature. Marketers are going to have to be continually adaptable, and tradi­tional education models simply cannot meet the pace of change,” he warned.

This was also underlined by Adobe, which recently released data showing 76 per cent of marketers feel the sector has changed more in the last two years than it had done in the 50 years before that.

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