Adobe predicts 2016: This will be the #1 skillJohn Watton. Photo: Press

Adobe predicts 2016: This will be the #1 skill

Publicerad: 14 December 2015, kl. 8:19

As 2015 turns 2016, predictions for the coming year are starting to pour in. The computer software company Adobe doesn’t want to be worse.

Adam Jönsson

In an email sent to Smashdig by an Adobe PR representative, John Watton, Adobe’s lead marketing for Adobe Marketing Cloud, gives his tip on what we can expect in the marketing industry 2016.

It’s all about experiences
‘‘Marketing in 2016 is all about experience. In this digital age, your brand is now the sum of your customer’s experience. Yes, it’s about giving what your customers want, but it’s also about standing out from the crowd and getting noticed by being entertaining,’’ Watton writes.

Automated technology used for real-time insight
‘‘The value of data to build more personal relationships with customers is undisputed. But if you think about the proliferation of devices there is an increasingly overwhelming amount of information to process.’’

Predictive analytics will be the #1 skill in demand
‘‘We are reaching a point where most organisations have moved out of diagnostic analytics and into the predictive realm. We’re past the point of not collecting enough data – it’s now about gaining insights and taking action.’’

Personalization breaks away from traditional platforms
‘‘Digital marketers have been refining their approaches to personalisation for years, and now traditional media marketers want a slice of the action. Consumers are weary of mass advertising so TV, video, radio and signage platforms must now tailor content for each individual consumer.’’

 Email marketing gets a makeover
‘‘Brands are coming to the realisation that unless they re-invigorate their email operations in 2016 they will lose a powerful marketing channel.’’

Digital marketing will still be a valid term
‘‘The phrase “digital marketing” will not be around forever, but its time is not over yet and companies will still be talking about it in 2016. We’ve seen in recent years the barriers between our physical and online worlds becoming weaker, and the growing use of in-store technologies (such as iBeacons and interactive displays) is a good example of how digital marketing has broken away from the confines of our computers and mobile devices.’’

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