Trends, Projections And Priorities

IT leaders will build a new type of digital platform called "civilization architecture" [that] will forever change the way people engage -- socially, digitally, physically.

The Banner Health attack, affecting 3.7 million users, "underscores the necessity to conduct truly comprehensive network security assessments, including external and internal penetration testing. One has to assume that any device, system or workstation that connects to the network is a potential entry point for hackers."

Google is driving mobile commerce faster than any other company.

Expressing and, essentially, selling your roadmap is the basis for effective competition. This must be ingrained in your product management and marketing and sales enablement and execution processes. The customer-facing roadmap is the secret sauce.

“Cyber risk is literally a living organism that keeps changing every day. The execution of how to [use analytics to assign a score] is extremely complicated, but a score could be a good baseline as long as apples are being compared to apples.“

Survey results show that while 66% of marketers rate their personalization efforts “very good” or “excellent,” only 31% of customers believe that companies are consistently delivering a personalized, cross-channel experience.

Gartner predicts that by 2017, businesses will redirect 50 percent of consumer product investments to customer experience innovations.

41% of CMOs believe cognitive computing is an important disruptive technology in their field, still falling behind cloud computing, mobile and IoT. Only 13% of CMOs actually use cognitive computing despite its superior processing capabilities in comparison to conventional systems.

“Organizations that identify and plan alternative ways to leverage existing information assets are inherently growing their own market value.”

Five attributes of a great marketer: You have to be a great story teller. Be a really deep analyst who good decisions based on the data. Be a great architect in terms of creating customer touch points and crafting the sales journey. Be a great designer with an eye for visual design. And yes, be great in leading a team too, and working with other people to get things done.

Customer experience is a journey, not a destination.

With 67% of the buyer's journey now occurring digitally, most buyers don't engage in a sequential process of information gathering. Mapping the customer journey has become more difficult because customer paths are less linear and sequential

85% of B2B marketers rank lead generation as their top goal for the next year

Increasingly, advanced personalization is being expected... “In three to five years, personalization digitally is going to be standard.” Now’s the time to begin giving customers what they really want

Great digital experience is a balance of customer experience and operational excellence. “Those things working together drive top-line growth.” ~ Mark Grannan

86 percent of C-level and IT executives anticipate the pace of technology change will increase rapidly or at an unprecedented rate in their industry over the next three years.

Being human will return to marketing

CMOs will organize in-house digital command centers to drive a more holistic yet better-defined and coordinated approach among the various marketing functions. CIOs will embrace design thinking. CIOs will need to show empathy for customers and understand how technology will create effective and compelling customer experiences.

Brands must think like their customers to create seamless omni-channel shopping experiences that keep customers engaged at all stages.

There are six disruptive technologies that will transform customer experience in 2016, including more sophisticated algorithms, artificial intelligence-driven voice recognition and the Internet of things (IoT).

We sit at the center of an expanding set of devices, other people, information and services that are fluidly and dynamically interconnected. This “digital mesh” surrounds the individual and new, continuous and ambient experiences will emerge to exploit it. ~ Gartner

Your customers want to help themselves. Customers prefer using self-service and digital channels (vs. the phone) to contact customer service. Customer service organizations must invest in self-service and low-friction channels as time-efficient ways to resolve issues. ~ Forrester

The top 10 mobile trends for 2016 puts the customer experience as #1

Monetization is a result of engagement — not necessarily the other way around.

Today's knowledge workers are willing and able to handle more complex problems on their own when provided with contextual, personalized insights. This is how they prefer to learn and work, and how smart organizations will both help them gain the proficiency they seek and retain a talented, engaged workforce.

78 percent of U.S. marketers believe that understanding MarTech is becoming an increasingly important skill.

A McKinsey report reveals that companies that implement transformational sales and marketing capabilities yield 90% higher sustained growth than those who don’t.

The U.S. government made 1,803 different requests of Amazon for data on its customers for the first six months of 2016, according to the retail giant - more than double the 851 requests it received during the same period last year.

42% of CEOs cited improvements in customer experience and service as the key change that has driven more wins.

Customers may balk at the encroachment on their privacy when messages are too frequent, disingenuous or focused more on selling products than on providing value.

Companies that place a priority on innovation tend to generate the most value from their technology investments.

One day's differentiator becomes the industry standard the next. Day by day, function by function, the bar is being raised across industries around convenience, access, ease of use and knowledge of customer needs.

The average deal today involves more than eight decision makers, a 43% increase from three years ago

45% of offline retail sales will be web-influenced by 2020

93% of adults say that being in control of who can get information about them is important.

If you are collecting sensitive user data, it is your duty to protect your users from potential abuses

Emerging business solutions enable new ways of doing business. Emerging interaction technologies create news ways to engage customers. Emerging aggregation and delivery technologies drive contextual engagement. Emerging infrastructure technology creates a powerful and agile foundation. Forrester’s top emerging technologies to watch through 2020.

In the world of digital business, there is one thing that others might miss as an opportunity - the evolution of technology

Companies will reimagine their branding efforts to brand from the inside out

CIOs will end up operating the infrastructure of the connected world, just as they ended up owning PCs, websites, and smartphones, all of which started as do-it-yourself efforts by the business. As they integrate Internet of Things (IoT) into the business technology (BT) agenda, CIOs will face five categories of challenges spread across the three basic domains of IoT infrastructure. To prepare, CIOs need to coordinate the work of app dev, architecture, infrastructure and operations, and line-of-business teams.

Contextual privacy evolves. Privacy concerns have given rise to a phenomenon we call personal identity and data management (PIDM) - the new rules for how organizations will gain access to and manage personal data. But only firms with mature privacy practices will benefit from PIDM. ~ Forrester

10 megatrends for IT through 2017 (and how to prepare)

Generation Customer is digital enterprise transformation that puts people back in the center of real-time marketing campaigns and relationships.

The New Transformer CIO transforms digital enterprise through strategy, employee engagement, business process and (oh yeah!) technology.

CMOs are faced with the duality of managing a breakneck pace of change within their markets while at the same time educating their management on the real value that marketing brings to the table. Three emerging trends that every CMO will face include...

"Buyer expectations for personalized content have risen and it has become apparent that B2B buyers are behaving more and more like B2C customers."

“Organizations love to talk about bringing the user’s voice into the conversation, yet if it’s just to retrofit an existing growth strategy, it’s morally bankrupt, and in a connected society, a very poor strategy.”

The importance of a customer-centric culture is underscored by recent Econsultancy data indicating that respondents think a customer-centric culture is more important (58%) than a data-driven one (40%).

“In a large retail organization, the CIO, CMO, and chief digital officer (CDO) are critical for creating a more uniform execution strategy for digital transformation. Without these three roles working together, it’s just not possible.”

Use digital interactions and interactive storytelling to create engagements that allow customers to guide themselves through their problem-solving journeys – leading to self-directed sales cycles for your solutions, creating the epitome of personalized experiences.

Customer personals build empathy amongst employees who are disconnected from their users but rarely lead to breakthrough ideas or fresh thinking about a problem. Personas artificially limit your product’s audience because they focus on attributes rather than motivations and outcomes. Designing for motivations and outcomes is far better than designing for attributes.

Make it easy for your customers to share your brand.

Only 46% say that they are somewhat willing to share personal information in exchange for certain offers.

White papers and eBooks should be the foundational assets of any content marketing strategy. 78% of buyers used white papers in the past 12 months to research B2B purchasing decisions.

Over 42% of B2B audiences do their research using a mobile phone.

Consumers see nearly 250 marketing messages each day, the majority of which are email newsletters and updates. As a result, marketers need to do better with email marketing by keeping them relevant to consumers' context. Marketers using segmented email campaigns report a 760% increase in revenue. The more granular you can get with segments, the better.

70% of organizational change efforts fail due to lack of support from across the organization

Just 4 percent of IT managers think they are highly effective when it comes to discussing ideas with their non-IT colleagues.

By 2015, of all mobile devices, the iPhone singlehandedly generated 92% of global profits.

The great connector between the Marketing and IT teams is user experiences (UX) - for both your customers and your staff.

Digital Marketing will cease as marketers shift to marketing in a digital world

Technology priorities for CIOs in 2016 include: business intelligence (BI) and analytics, cloud, mobile, digitization / digital marketing, infrastructure and data center, enterprise resource planning (ERP), security, industry-specific applications, customer relationship management (CRM) and networking voice / data communications. ~ Gartner

When it comes to the future of work there are a few key trends which business leaders need to pay attention to in order to better prepare and adapt to the changes which are impacting the way we work. These five trends are: 1) changing behaviors which are being shaped by social media entering the enterprise 2) new collaborative technologies 3) a shift to the “cloud” 4) millennials soon becoming the majority workforce and 5) mobility and “connecting to work.”

The Employee Experience (EX) will become as valued as the Customer Experience (CX)

CIOs must embrace digital as core to business strategy. Organizations must digitize their business strategy in order to become a digital predator and not digital prey. Take proactive steps to shape your company’s technology agenda around the customer and learn how to reshape metrics for success. ~ Forrester

Good digital store experiences are hard to find. Digital shoppers are rejecting glitz and responding favorably to rare retailers that focus on enhancing the store experience and solving real problems. ~ Forrester

CMOs and their marketing departments are becoming more accountable for driving maximum business impact from their digital marketing efforts; 73 % of marketers now own or share P&L (profit and loss) accountability.


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