Digital marketing trends you don't want to miss

Friday, April 15, 2016

Las Vegas was home to the recent Adobe Marketing Summit for the first time this year, and Sin City did not disappoint the more than 10,000 registrants, sponsors, and vendors who experienced a larger-than-life digital marketing conference at the gorgeous The Venetian/The Palazzo resort.

In addition to hundreds of breakout sessions covering the latest strategies and best practices in mobile, analytics, personalization, programmatic, omni-channel, IoT, and much more, attendees were treated to some Vegas showbiz glitz with appearances by actor George Clooney, soccer champ Abby Wambach, Silicon Valley's Thomas Middleditch, and a private concert by rockers Weezer.

Adobe Summit 2016

In the following, I will list some of the broad announcements made by Adobe in regards to its Marketing Cloud.

I will also cover some of the most important trends you need to pay attention to as a digital marketer, as brought to light by my discussions with executives from Adobe and several other important players in marketing technology, such as the CEOs of Gigya and Clicktale. These insights should prove invaluable to you as you plan your marketing technology spends and campaigns in the years to come.

The experience business

The overriding theme of this year's Summit was that technology can help marketers shift toward creating more positive interactions or experiences with customers when marketing to them, rather than continue with the intrusive habits of the past.

Things like: pop-up ads; forced registration, surveys, or app downloads to access content; "spray and pray" spam campaigns, and excessive retargeting are increasingly falling into disfavor. Instead, a more holistic marketing approach, one which develops relationships with consumers instead of simply interrupting them, continues to gain a foothold.

Think of the sea change that occurred in sales some time ago, where transactional "hard sell" sales approaches made way for relationship-based selling, including the "trusted advisor" and "solution selling" models which are more organic and consultative. In the same way, marketing is experiencing a shift towards giving consumers messages they want to receive -- at the right time and on the proper device.

(Courtesy of iMedia Connection)