By: Sarah Steimer
We’re closing the book on a decade marked by digital marketing trends, influencers and AI. This final year of the 2010s means less dreaming and more implementing.
OPPORTUNITY
Knowledge-building
The largest percent change (8% increase) in marketing knowledge investments in the prior 12 months was in developing new marketing knowledge and capabilities.
RISK
Not sharing the knowledge across teams
26% of creative professionals say that a lack of cross-departmental collaboration is the biggest barrier to executing digital initiatives.
“In conversations with most of our clients, training has been discussed at length. From distributor training to internal staff training, utilizing interesting, interactive [learning management systems] to bring organizations and brands together has been a focus. Each organization has their own issues, but leveraging technology to train about products, culture and mission is a trend that will continue and grow in 2019.”
—Jim Heitzman, president of advertising agency Celtic Chicago
OPPORTUNITY
Deeper customer insights
31% of consumers say that they would find great value in services that intuitively learn about their needs over time to customize product, service or content recommendations.
RISK
Failing to speak with customers directly
Only 42% of B2B content marketers say they have conversations with customers as part of their audience research. As explained in Liam Fahey’s The Insight Discipline, insight often comes from small data—which means interacting directly with consumers.
OPPORTUNITY
Working across departments
Professionals give their company’s cross-department collaboration efforts a 3.5 out of 5 rating, leaving plenty of room for improvement.