Top 3 Digital Analytics Trends To Watch Out For In 2017

Marketing automation, audience segmentation and personalisation are the biggest trends to watch out for in the digital marketing sphere in the coming 2017.

In 2015, digital marketing tools evolved to a stage where literally everyone who has some basic knowledge in digital marketing can kick-start a campaign with the latest and most advanced digital tools. Building a website or a landing page is now as easy as creating a social media profile. Implementing analytics systems doesn’t require a developer and every marketer, aware that there is so much noise on the internet, knows that every company should personalise their messages to reach out to the right person in their audience.

Automate to save time for more important tasks! 

In the early 2010s, digital marketing tools, like social media management services, email and newsletter providers and digital sales software went over the tipping point and went beyond the early adopters – the best professional marketers. Just last year, these tools have evolved to a simplified and sophisticated user interface; everyone can sign up and start to use them.

Tools like Hootsuite, IFTT and other management and automation services are available for the masses now. Services which were available for only the biggest companies and agencies are now not only affordable but also just as sophisticated making them accessible to use for any organisation. Companies like Pardot, HubSpot, Marketo, and Infusionsoft, are on fire not just for large organisations but for SME’s and freelance marketers as well.

This is a result of good user experience planning and the increasing demand for these services. Marketing Automation is a great timesaver and can lead to significantly better results when planned and implemented correctly across an organisation.

Segment your audiences to increase your sales impact! 

Segment your audiences to increase your sales impact! The same pattern happened with digital analytics in the early 2010s. All-rounder analytics services were made available, and free products like Google Analytics brought plenty of value for marketers. Paid tools like ChartBeat and Omniture with solid insights were also affordable. With the boom on big data in the past few years, the data gathered from digital channels began to become useful.

To remain competitive, leading organisations have learnt how to capture, analyse, and leverage this data in their business decision making every day. Segmentation is a core skill to learn and apply to digital marketing. Segmenting your target audience and your actual buyers will help you increase sales.

The usual segmentation techniques on demography and top level site usage are not enough anymore: segmenting on the individual customer journey is a must for every website which has a reasonable amount of traffic and buyers. The new trend of attribution marketing has grown out from high-level segmentation techniques and will begin to influence trends: now you can assign values to each segment in the customer journey to maximise your sales funnels’ success on an individual basis.

Personalise your targeting to make an impact! 

Sophisticated and accessible digital analytics have grown personalisation in digital marketing. Personalisation began with adding the first name of the customer to the email introduction, or subject line. Personalisation now includes specific personalised email and website content, and prediction of what a person’s interest. A personalised email has six times more traction and revenue rate than template emails.

Targeted call-to-actions are also much more successful regarding conversion than traditional CTAs. Analytics has its part in this game but not with the top-level insights as we see in segmentation but with high valued real time data which allows marketers to personalise on-demand every aspect of the customer journey.

With the growing trends of automation, segmentation and personalisation, digital marketing consultancy has also changed. The traditional production-based client-agency relationship is becoming less relevant, and the classic consultant is the winner of the game. This helps the internal marketers who keep an eye on the real-time customer journey of the company and consults on the best use of the services and evaluates all marketing plans with the expert’s outsider view.

The Walter Analytics team is always on its toes and on the lookout for relevant trends to determine how our clients can leverage them to grow their businesses.

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