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Content Marketing
Personalisation
B2B and B2C

Stay ahead of the curve. Read the 2020 Digital Trends report.

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Opening up a new avenue.

Over the last decade, we’ve seen content marketing increase in importance from being an experimental channel to a stand-alone discipline. More businesses than ever understand the value of content, but the emergence of AI and machine learning could change the future of content creation once again.

Create and optimise.

In 2018, 14% of companies said that creating compelling content was the most exciting opportunity, only behind optimising the customer experience (19%).

AI and machine learning.

In 2019, 17% of businesses that use AI and machine learning were using it for content creation.

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More reasons to make it personal.

Data has opened the doors to personalisation and a better understanding of the customer. With this source of insights, most industries are now tailoring their digital experiences through email, website and mobile to deepen the relationship with their audience and create more compelling content.

Budgets are going up.

55% of businesses in 2018 said that they are planning to increase budgets for ‘personalisation’.

One step further.

In 2019, 23% of businesses who said they used artificial intelligence and machine learning told us that they are using it to personalise the experience on their website.

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The difference between B2B and B2C priorities.

Businesses have been exploring digital trends such as content marketing and customer experience, regardless of whether they are targeting consumers or other businesses. However, we have seen some interesting differences between B2B and B2C when it comes to their priorities for the future.

Importance of the individual.

In 2019, 21% of B2C companies said data-driven marketing that focuses on the individual was the most exciting opportunity. But only 12% of B2B companies agreed.

The internet of things.

In 2019, 25% of B2B companies were using connected devices within their businesses, while only 18% of B2C companies were adopting the same technology.

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The few moments that changed the course of a decade.

We return to the source of Digital Trends to chart the breakthroughs, turning points, and digital innovations that led us to where our industries are today – and where they are headed in the future.

Find out where trends are heading in the 2020 Digital Trends report.

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With greater distance

comes greater perspective.

Your insights over the last 10 years have given us a unique view of a world in transition. We look back at the digital trends that have revolutionised and collided with industries and customer experiences.

Your support has helped us measure the impact – together we can begin to plan the decade ahead.

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Retail
Financial Services & Insurance
Media & Entertainment
Travel & Hospitality

All Sectors

The rise of customer experience.

Breakthroughs in technology have accelerated the evolution of digital, leaving few industries untouched. In its wake, we find new challenges and opportunities. As more businesses understand data and the value of customer experience, many are using these insights to drive content marketing and personalisation for a better connection with each customer.

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Retail

On the edge of a new frontier.

We’re living through one of the most exciting periods for retail. More retailers are turning to data, tailored experiences, and automated technology to hold attention and retain customers. Whether shopping in-store or on the go, the way we experience our favourite brands is changing.

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Financial Services & Insurance

Innovation takes vision and courage.

From a new generation of FinTech banks to financial apps – if there’s one thing the Financial Services Industry does well, it’s innovation. Ahead of other sectors, companies in the Financial Services Industry (FSI) are pushing into blockchain functionality and advanced payment technologies to transform the way we save and spend.

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Media & Entertainment

Attention moves from one thing to the next.

Entertainment is now delivered across multiple platforms and can be viewed on the go at any moment in the day. From the use of immersive storytelling through to analysing data to deliver real-time personalised moments – all eyes are now on the customer experience.

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Travel & Hospitality

Looking at past destinations.

Over the years, the travel and hospitality industry has redesigned itself around customer expectations. Technology now allows us to plan a dream vacation from a smartphone, book last-minute home deliveries, review and share our experiences, and find things to do whenever we land in a new place.

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Stay ahead of the curve.Read the 2020 Digital Trends.

Learn about the practices that are shaping customer experiences of tomorrow.
And stay ahead of the competition.