" This year, conversations around SXSW Interactive have been dominated by mobile apps, virtual reality, 3D printing, the internet of things, artificial intelligence and security. Human intuition is always going to have its place in a creative industry, and, at a broader customer experience perspective, humans will continue to drive the development of smart digital services that connect across different touch points to meet consumers' needs. Virtual Reality (VR) stole the show at SXSW Interactive this year, with the likes of Samsung, Google, McDonald's and The New York Times showing off their VR efforts. Plank discussed Under Armour's Connected Fitness division that now claims 164 million in its digital community, and the value of the data that their interactions can drive.
The annual South by Southwest (SXSW) Interactive Festival, held in Austin, Texas, is an incubator of cutting-edge technologies and digital creativity, featuring a trade show, startup accelerator, innovation awards and speaking events with industry leaders. "From hands-on training to big-picture analysis of the future, SXSW Interactive has become the place to discover the technology of tomorrow today." This year, conversations around SXSW Interactive have been dominated by mobile apps, virtual reality, 3D printing, the internet of things, artificial intelligence and security. We've chosen to focus on 3 areas that we believe will have the most profound effect on customer experience: Fear of a robofuture was prevalent at SXSW, with apprehensions about how humanoid machines, artificial intelligence and deep learning will impact our future. John Havens, founder of The H(app)athon Project, went as far as to run a session called "The Dispensables", pointing to Gartner research predicting that 1/3 of all Americans will be out of jobs by 2025 due to automation.
New Roles "Brands that are leveraging data science today are largely forced to do the heavy lifting themselves. That will change in 2018 - we'll have tools that won't just manage analysis; they'll also prescriptively recommend and execute the best course of action based on a marketer's desired outcome. Not only will the technology actually deliver on those promises, it will also be broadly accessible to all growth-oriented ecommerce brands. Roles that are nearly entirely dedicated to operating software, for example, will start to be phased out - both in house and across the broader services industry. Marketers will be forced into - or more accurately, will finally be able to experience - roles that are increasingly strategic, creative, and above everything else: customer experience oriented."
Now is the time of the year when every marketer should well reflect on the achievements of 2016 and holistically examine what the New Year is going to mean for marketing, branding, and business. With this article I proceed with a good tradition by following-up on my previous and related articles for 2016, 2015, and 2014. As we all know, paying attention to what's on the horizon does offer valuable insights. Knowing the below-listed 16 marketing trends which I consider as highly relevant for 2017, should help you to build, expand, and keep strong brands. Although this should have been ingrained in every marketer s DNA for years, however, with all the data, tech, and buzzwords flying around, one of the biggest marketing challenges of 2017 will be to stay calm, focused, and to be obsessed with the only one that matters: Your customer! How to identify her, to reach her, to engage her, to make her purchase, to have her stay loyal, to make her to recommend you, and to have her even re-purchase more of your products in the future? There is a certain risk that (marketing) managers – more than ever – get confused and fall into the trap of mixing up data-driven insights with a real customer-centric business philosophy. Therefore successful companies and brands don t worship the data gods for the sake of it; instead they have a comprehensive and deeply rooted digital transformation strategy in place which is flanked by a crystal clear marketing action plan. Enhanced and lived by every employee of the organization and not only by a chief digital officer who very often is floating around the company in search for a home base.
The technology landscape changed immensely in 2016–especially among the players that influence the digital marketing and advertising environments. Five key technologies played a hand in this year's advancements, but the speed of progress for each varied, and not all lived up to expectations. With the familiar traffic light as our analogy, let's take a deeper look and also consider what 2017 has in store for all of them. I've given each area an objective (but unscientific) status value based on my own observations through the year, defined as follows: From Advertising To Experience Current landscape: Research suggests that U.S. consumers are exposed to between 3,000 and 5,000 commercial messages daily. Little wonder that marketers, who are investing a lot of money and effort in marketing campaign development, still struggle to break through the noise.