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CONTENTS
Introduction.......................................................... 3 Trend #5: Customer success Trend #9: Apps continue to
and retention strategies leap to escape their icons and change
Trend #1: Cognitive insights
the marketing forefront.................................... 8 the face of mobile interactions. ................. 12
revolutionize how marketers
deepen customer connections
and fuel strategic growth................................ 4 Trend #6: Center-brain marketing Trend #10: Leading marketers
melds creativity and tech to fuel pursue a holistic view of the
success in a future driven by customer journey that radically
Trend #2: Companies shift from
machine learning. ................................................9 shifts the customer experience. ............... 13
mobile strategy to creating an
engagement strategy for their
customers on mobile........................................ 5 Bonus Trends
Trend #7: Interactive email shifts the
Partners............................................................... 14
channels paradigm and powers new
Trend #3: Influencer marketing ecommerce opportunities.............................10 Tweets.................................................................. 14
becomes more sophisticated and
Conclusion.......................................................... 18
critical to brands social strategy................ 6
Trend #8: Understanding the evolution
from big data to dynamic data becomes
Trend #4: Marketing and ad imperative to success. .....................................11
technologies draw closer together
to drive efficiency and a better
customer experience. ......................................7 TWEET THIS!
Reading IBMs
10 Key Marketing Trends for
2017 and Ideas for Exceeding
Customer Expectations
PAGE 3
Trend #9: Apps continue to escape their icons and change the
face of mobile interactions.
Michael Trapani, systems themselves. Uber, OpenTable and a service like booking a hotel room right
Product Marketing Venmo are just a few examples of apps that within a search result would be convenient
Manager, Mobile, are being integrated into iMessage, Google for your customers.
Watson Marketing Assistant, Siri, Allo, Alexa, chat bots, maps
OK, Google, pull the trigger on those shoes I have
apps and more.
@ThatsLogical in my cart. Alexa, if we get low on ketchup, order
I believe this trend will not only continue, some more. Hey Siri, if my flight is delayed past
but will also usher in the next era of mobile 9 p.m., book me a hotel room near the airport.
Mobile is in for a very interesting year. In development, as well as create new The brands that will be a part of this future are the
particular, the mobile app landscape as we opportunities for marketers. No longer will app brands that think about their apps as more than
know it is changing dramatically. Earlier this engagement be limited to just messages within just icons, but rather as utilities that can be applied
year, at Apples WWDC event, the company the app or on the lock screen. Instead, the in every part of a customers life.
announced it had paid more than $50 billion ways in which customers will interact with their
favorite brands will rapidly expand. VIDEO
to developers on its platform.1 Today, there are
more than 1.5 million apps in the iOS App Store, Marketers should start by looking for where Marketing and
and even more on Google Play. The volume of their customers spend most of their time. Since
apps and revenue created by them continues to messaging apps, browsers and social media Mobile Apps: Thinking
grow, but that doesnt tell the whole story. are almost always among your customers core Outside the Icon
Mobile customer behavior is changing. Unlike apps, they are a natural place to begin. Here
the early days of the app store, when users are a few ideas:
might download more than 10 apps a month, Messaging Apps: Think about what
todays users average a much lower number of function your product or service can
downloads zero.2 Instead, users are shifting to deliver between two or more people, such
core apps. In fact, roughly 80 percent of app a payments or gift giving.
usage is spent within a users top three apps.3
Chat Bots: Find a cumbersome task,
In response to this market shift, more apps such as checking the status of an order,
are breaking the bonds of their app icons. that could be performed by a bot instead
Developers are finding ways to include their of via a website.
services typically found exclusively within
their own app environment through other Maps: Decide if your locations are found
apps, AI assistants or even the mobile operating through map searches, and see if offering
PAGE 13
Marketers focus on the greater 2. A/B test to increase performance over time In 2017, leading organizations will extend the value
3. Ensure the emails are still rendering and of customer journey mapping initiatives in two ways:
care and feeding of automation
functioning properly
and personalization. 1) Operationalize them.
Hand in hand with the growth of highly personal
Chad White, Customer journey mapping is a common
emails, well see inbox providers especially
Research Director, Litmus exercise, but the challenge is turning the
Gmail put more emphasis on email encryption
customer journey map from a theoretical
to protect recipients privacy. This will complement
@chadswhite framework or tracking mechanism into a
and extend the trends around email authentication
practical tool that proactively guides customers
that weve seen during the past decade with SPF,
throughout their journeys.
DKIM and, most recently, DMARC.
Marketing automation and data science-driven To that end, marketers shouldnt be the only
personalization are transforming email marketing. ones using operationalized customer journey
In 2017, brands will accelerate a shift in resources Leading organizations will add maps to shape the entire customer experience
from one-size-fits-all broadcast messaging to
operationalization and cognition every customer-facing individual in every
much higher ROI targeted messaging.
to customer journey mapping. customer interaction should do so. That means
Currently, most brands spend the vast majority baking customer journey maps into the CRM tool
of their email marketing time and resources Laurence Leong, that sales and customer service use. By doing
cranking out broadcast emails that are declining in Senior Director, Strategic so, CRM data can them be mapped back to
effectiveness. Well see a significant reevaluation Alliances, SugarCRM customer journey analytics and reporting.
of resource prioritization in 2017 to bring the
appropriate focus to triggered emails, which are @LaurenceLeong 2) Add cognitive capabilities throughout the
already generating the majority of email marketing customer journey.
revenue at some brands.
Customer journey mapping involves creating a Engagement throughout the customer journey
This refocusing of priorities will recognize that visual diagram of all the ways your customers and across all parts of the organization delivering
automation and data science are not set it and engage with you throughout the buying cycle. that journey marketing, sales and service can
forget it solutions. They require regular care and Its an important exercise that helps companies benefit from cognitive technologies. Examples
feeding. Nearly 60 percent of brands review their understand their customers perspective so include providing sales and service reps with
triggered emails once a year or less frequently.2 In they can meet needs and expectations. It also personality insights about their customers,
2017, more brands will review these critical emails drives companies to reach all the business goals suggesting to a sales rep which collateral piece
quarterly to: for individual customers such as long-term is most appropriate, providing customer self-
engagement, buying additional products or service based on a knowledge base, or making
1. Add seasonal messaging to put them in the
services, or becoming a reference. suggestions to a service rep.
context of holidays and other events
PAGE 16
Conclusion
As a marketer and business leader, youre Use the trends, strategies and tactics discussed Footnotes
tasked with helping drive multiple initiatives, in this white paper as your starters guide for 1-IBM, What Is Big Data? Nov. 16
charting courses for business growth and success in 2017. Pick the ones that apply the 2-Forrester, Customer Experience Drives Revenue Growth,
deeper customer connections, and identifying strongest to your customers and align closest 2016, Harley Mannings Blog, June 16.
and pursuing opportunities for innovation. with your business goals, outline a plan of 3-comScore, The 2015 U.S. Mobile App Report, Sept. 15
Thats a tall order, and achieving these attack, and enlist team members across your 4-The Verge, Apples App Store has paid over $50 billion to
aspirations requires deep reflection: 81 percent organization to help get you there. By infusing developers, Jacob Kastrenakas, Aug. 16
of marketers report that strategic thinking is these ideas and insights into your marketing 5-QZ.com, Most smartphone users download zero apps
approach and expanding collaboration across
the most important aspect of their jobs, and 68 per month, Dan Frommer, Aug. 14
your marketing team and organization, you
percent believe its more necessary today than 6-comScore, The U.S. Mobile App Report, Aug. 14
can enhance your contributions as a strategic
it was five years ago.3 7-Marketing Week, Brand strategy, data and customer
business builder and experience architect. experience are marketers new priorities, Mindi Chahal,
Thinking strategically let alone executing
Nearly two-thirds of todays CMOs regard May 16.
on these strategies can be difficult with
developing deeper, richer customer experiences 8- IBM, Redefining Markets: Insights from the Global
resources frequently constrained and an as their top marketing priority.4 By understanding C-suite Study The CMO perspective, Jan. 16.
ongoing rush to get that next campaign or and learning about your customers, and then
initiative launched. Sure, you know there a using this information to serve up ever-smarter,
ton of innovative options out there, but where contextual content and interactions, youll tune
do you begin? Whats the best use of your the entire customer experience to enhance
precious time and energy? And what will give brand value, increase customer engagement
you the best return in terms of meeting key and fuel strategic growth making 2017 your
business goals? most successful year yet.