The 2016 Trends To Watch research by global analyst firm Ovum found that digital marketing technologies are no longer stand-alone, but are now blending into the enterprise-wide digital agenda that includes both Sales and Service functions. Large enterprises are leveraging their investments in digital marketing technologies to address the wider issues of digital transformation, customer experience, customer journeys, cross-channel communications, and customer data.
The report found that these ‘Big 5’ digital management areas are the key focus areas for enlightened and forward-thinking digitally enabled enterprises.
Digital leaders are tackling the ‘Big 5’ using agile methodologies, design thinking, and with a focus on fast and flexible process innovation. Key to success is to be driven by customer needs rather than technology capability, underpinned by robust change management practices and ongoing interdepartmental collaboration. From a technology perspective, universal customer analytics and social community engagement are now emerging as core competencies in delivering enterprise digital business transformation.
Gerry Brown, senior analyst at Ovum and author of the report, commented: “Although the general digital trends are well known, their articulation is often abstract and reflective of the past. It is vitally important that enterprises take a real-time view of their digital strategy options and management challenges given the ferociously fast rate of change within the digital marketplace. This report shows how the digital marketplace has developed during 2015 and also how new thought-leading ideas and market nuances are shaping the current best digital practices and enterprise technology roadmaps.”