As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year. Below is a link to each post as well as a synopsis of some of the top themes we are exploring.
As you read through each post, you’ll see that there are commonalities and overlap. This isn’t a surprise, as we have multiple people researching different aspects of customer experience, big data, innovation, and digital marketing. The diversity of thought and approaches is what makes it so interesting -- we each bring a different perspective that is valuable to the research.
We would love to hear from you, and hope that you’ll contribute your perspective, best practices, case studies, and expertise to the research we conduct in 2014. Feel free to comment below or email us at email@example.com.
Trend #1: The Integration of Digital, Social, and Mobile in Marketing and Content
The World Wide Web celebrates its 20th anniversary this year, and it’s fitting that many of us at Altimeter will be looking at how the different elements of digital -- especially around marketing and content -- will become further integrated in 2014.
Andrew Jones writes about how marketers are finding it harder than ever to engage with customers when attention fragments across channels. He’s looking at how social enhances targeting and personalization in existing customer engagement channels such as email and advertising. One trend he’s following closely is how tech giants like Oracle, Salesforce, and Adobe have made investments and acquisitions to offer cross-channel offerings that aim to “close the loop” in marketing.
In the world of content and media, Rebecca Lieb is tracking how media continues to converge, collapsing into blended, converged forms of marketing like native advertising and real-time marketing. Technology companies are following suit, and Rebecca is tracking the impact of moves such as Adobe merging their Marketing and Creative Clouds and Oracle snatching up Compendium and Eloqua. The emerging integrated content marketing technology “stack” reflects the realities of companies breaking down silos to integrate organizationally the collaboration that happens today on an ad hoc basis.
Trend #2: Data is the New Disruption
From Trend #1, you quickly realize that data and analytics form the foundation for these activities. Susan Etlinger continues to research how organizations can master data, and points out that organizations are moving from questions like “who owns it” and “who funds it” to the next wave of issues such as “who gets to see it, change it, and administer it.” She’s also researching how the biggest challenge of “Big Data” will continue to be the sheer variety of data types -- and will look at how organizations are investing in a diversity of expertise and technologies to manage it.
Trend #3: Disruptive Digital Transformation
Lastly, Brian Solis and I are looking at disruption and transformation from several angles. Much of the work we did in 2013 together looked at social business strategies and how social is becoming converged in the organization. In 2014, Brian continues to research this trend, where social business becomes a way of business, not a stand-alone or bolt-on strategy. A key focus of his will be on how creating an integrated customer experience leads to digital transformation and a culture of innovation.
And I’m going to conduct research on two fronts in 2014, the first being how companies extend that culture of innovation into disruption strategies. I’m also extending my research on leadership and organizations to look at how companies are engaging empowered employees and designing holistic strategies that create and define the future of work. Note that we have a cohort of executives who are just coming into power in their 40s -- and they have spent their entire careers with the internet as a backdrop, so things are going to steadily and quickly shift with the changing of the guard to digital natives.
From all of us at Altimeter, we hope you enjoy these posts and we again encourage you to share these trends and contribute your ideas, examples, and best practices.
Links to Altimeter Analysts Trends to Watch Posts
Andrew Jones: 2014 Trends: Organizing Around the Social Customer
Charlene Li: Disruptive Trends to Watch in 2014
Rebecca Lieb: Nine Digital Marketing Trends to Watch in 2014
Susan Etlinger: 2014: The Year of Data Disruption
Altimeter’s guide to navigating the marketing technology landscape and building a stack that can implement a unified content strategy.
A look at how digital trends evolved to diminish PR’s influence in digital.
Don’t assume that customer experience starts with the marketing department
A new report explores the market opportunity in visual analytics.
Two years ago, it was seen as the premier platform for video content marketing. Now, not so much.
Upcoming speaking engagements for Ed Terpening.
Social media listening platforms are evolving beyond simply being listening and publishing tools.
Ed Terpening examines the odds of Microsoft successfully integrating LinkedIn.
The 26.2B acquisition is one of Microsoft’s smartest plays, here’s why.
Aubrey Littleton reports from the 2016 Augmented World Expo in Santa Clara.
Highlights from Mary Meeker’s report, unveiled at Code Conference.
Don’t just start off with creating thought leadership. Start with what your customer wants.
The most valuable social media activity usually can’t be seen or tracked. Here’s how your brand can deal with it.
Why a social media crisis could be the best thing that happens to a brand.
All the news and updates at this year’s Modern Marketing Experience conference are all about the unified CX narrative.
Altimeter publishes the first complete maturity model for companies undergoing a digital transformation.
Chatbots announced at today’s Facebook developer conference, F8.
Facebook’s CEO outlines the company’s plans for its family of apps, artificial intelligence and virtual reality.
Altimeter’s new roadmap for how companies can create and implement a unified content strategy for the entire organization.
New survey results from Altimeter show the powerful effect of employee advocacy, and how companies can use it to drive business results.
The unique challenges faced by the insurance industry when it comes to using customer experience as a differentiator.
Key findings from our upcoming research on Employee Advocacy.
Listen to the recorded webinar from Susan Etlinger.
Taking a page out of Snapchat Stories, Facebook has created a revolutionary ad format for mobile.
The latest research report from Susan Etlinger shows how brands must look at their data not only as a technology issue, but as a strategic asset to be used for competitive advantage.
Ed Terpening takes a look at how employee advocacy could be the next way to promote organic content without paying for reach on Facebook.
A new research brief from Brian Solis talks about how digital strategists can succeed by taking an “OPPOSITE” approach to business as usual.
Lots of changes happening at Twitter, here’s what the latest means for brands that use the platform.
Charlene Li takes a look at what areas of digital transformation companies should invest in as the year begins.
From IBM’s Connect conference in Orlando, Susan Etlinger finds new insights into how employee data can be used to transform organizations.
Lessons from the digital disruption of the music industry.
Analyst Susan Etlinger outlines her research agenda and areas of coverage for 2016.
A new survey from CMO Council and Pega Systems shows that data-driven customer engagement still has a long way to go.
Ed Terpening takes a look at the factors that influence the success employee advocacy programs.
Altimeter’s Susan Etlinger is a guest contributor to a new report from the World Economic Forum, prepared by the Global Agenda Council for Social Media.
An eMarketer report predicts 2016 to be the first year that more money will be spent on display advertising than search.
Prophet’s Brand Relevance Index study identified the Top 50 Relentlessly Relevant Brand. Several digital brands broke into the top 50 — what did they do well to make it into this elite group of brands?
Why companies need to start prepping for the rapidly approaching CX opportunities in virtual/augmented reality technology.
The new areas of focus for Altimeter’s research team in the New Year.
It’s time companies brought HR into the C-Suite.
Watch the recorded webinar and download the slides of Altimeter’s presentation of “The Customer Experience Cloud”
New updates from Oracle Marketing Cloud help brands unite disparate data and business units on a single platform.
Susan Etlinger’s thoughts on the recent TED@IBM event on data.
A new book by Altimeter’s Brian Solis underscores the importance of great design and empathy in creating lasting customer experiences.
A new Altimeter report gives companies a roadmap for unifying their teams and technologies around building a unified customer experience across all brand interactions.
The implications of Facebook’s new range of buttons.
Customer experience is no longer just the responsibility of marketing, martech must be used by the sales and service teams as well.
A new thought leadership study from Altimeter and Cofactor.
Employee advocacy of your brand coupled with divisive political expression can harm both your brand and employee influence in social networks.
What every company needs to consider before organizing for social business.
Companies need to look beyond communication to earn consumer trust.
How Altimeter will continue to do research as a part of Prophet Brand Strategy.
Acquisition underscores the potential of social to deliver results outside the marketing department.
A look at why it is imperative for the IoT industry to invest in, collaborate, and innovate specifically around security and privacy, not just broader IoT verticals.
How much further can we take the “customer profile?”
It’s less about the hardware and more about the interoperability of content, services, use cases, communications across devices.
The implications of connected devices communicating at every moment.
A new report from the CMO Council identifies the biggest barriers to effective lead generation through content.
Key findings from Altimeter’s latest benchmark study on social business
Brian Solis talks about marketing to Generation “C” at the Adobe Summit EMEA in London.
What you need to know about how companies can use your data to discriminate against you.
When it comes to consumer data use, communication isn’t just ethical, it’s an integral part of brand strategy.
A new research report by Altimeter Group’s Brian Solis and Capgemini Consulting
The mixed feelings video creators have about using Facebook instead of YouTube.
What you should keep in mind when evaluating your company’s social business maturity.
How every company should evaluate itself against consumer privacy concerns.
Altimeter’s latest benchmark study on how companies are using social media to further their business results.
A new report from eMarketer predicts that by 2017, Instagram ad sales will cross $2 billion in ad sales.
What both consumers and businesses can learn from the Ashley Madison cheating website data breach.
The start of a new era for Altimeter Group.
A new survey by Econsultancy and Oracle Marketing Cloud highlights the challenges marketers face in using Big Data platforms.
Understanding the full implications of being connected everywhere and anytime.
The way Pinterest discloses its data use practices is a great example for brands.
A new survey by Altimeter Group reveals just how concerned consumers are about connected devices accessing and utilizing their personal data.
Brian Solis speaks with Entrepreneur Magazine’s Jason Ankeny on the future of business.
The essential guidelines all businesses need to follow for the ethical collection, use and sale of data.
New updates to Salesforce Marketing Cloud’s Journey Builder platform now allow users to map customer journeys across sales, service, marketing and custom apps.
How to get your business noticed in a sea of content and media.
Was Twitter wrong for taking down “Politwoops?”
Jessica Groopman’s guest post for the TRUSTe blog.
With “Buyable Pins,” brands can now use Pinterest to directly sell their products to consumers
The Apple CEO delivered a scathing critique of companies misusing customer information.
Altimeter’s resident Internet of Things expert Jessica Groopman talks with UnboundID’s Emeka Obianwu.
Altimeter’s latest consumer survey focuses on privacy in the new age of connected devices.
Why leaders are so hesitant to engage digitally, and what they can do to overcome that fear.
Salesforce is fielding inquiries from potential buyers, one of whom may be its biggest competitor, Oracle.
If customer experience is based upon data, the first step is earning their trust.
How to start crafting optimal customer experiences in the Internet of Things.
The three key benefits sensors can offer retailers for using IoT to drive loyalty.
The implications of Twitter turning off the tap for one of its biggest data partners.
At its annual conference, Marketo launches real-time, automated messaging capabilities for mobile apps, along with new advertising and IoT tools.
Why the competition between the big marketing cloud vendors shouldn’t be the focus of their clients.
In this 1-hour webinar, industry analysts Susan Etlinger and Rebecca Lieb share their latest research on Content Marketing Performance.
Does Facebook’s restriction on its huge data sets serve the public interest?
Oracle announces long-awaited web, data, and commerce integrations for its Marketing Cloud, highlighting its big ambitions for a unified offering of all its enterprise platforms.
The impact of IBM’s partnership with the Weather Company and its mammoth investment in IoT.
A look at the growth of Beacon devices and their impact on consumers.
Facebook is emerging as an even bigger threat to YouTube by announcing some attractive new features for its video platform.
Five definitive use cases illustrating how companies can use sensors to enhance customer experience.
A look at the digital ethics and privacy conversations from this year’s SXSW conference.
How leaders can make the most of the biggest digitally-focused event of the year.
Why won’t Apple focus on the actual use cases for Apple Watch instead of how it looks?
I recently partnered with Genesys to explore the state and future of customer experience (CX).
Sprinklr is taking on the marketing cloud bigwigs with the release of its Content Lifecycle Management platform.