Digital Media

Creative UK

MAJOR INFLUENCERS AND FACTORS

  • Ability to reach and engage current and prospective clients 24/7 is driving greater adoption by UK firms the last few years with even very small businesses just starting up putting increasing focus on the digital realm from the outset especially social media marketing
  • Consumers especially in the direct to consumer area are challenging current marketing assumptions and approaches through having their own preferred technology stacks based on their preferred devices, apps and conversational products that reflect their patterns of behaviour in regards to how they research and buy products.
  • Expectations of marketing in both direct to client and B2B are to be more engaging, fun and original for instance viral marketing campaigns
  • Very specific to the growth of technology is greater focus on meaningful marketing through ‘conversational marketing’ i.e. voice, chatbots etc.
  • Digital marketing is proving to be more cost effective, easier to assess ROI and success (such as with SEO) and increasingly preferred by consumers as the channel to engage with them and as a result adoption is increasingly as never before in the UK and globally.
  • Customer interaction is key – understanding the correct use of where to apply digital marketing and use the appropriate channels is a must or where a more ‘human’ touch is required such as human interaction via a telephone oppose to a chatbot.
  • In the UK and globally there is some current ‘pull-back’ as recent data breaches and uses of personal data are coming to light although this does not seem to be markedly affecting the overall markets.
  • Artificial intelligence is increasingly being embedded into more and more applications by both larger firms and more innovative firms and in particular Machine Learning and Augmented Reality are also thought to be the next big growth areas here and globally by many industry analysts and experts.
  • Advanced analytics is also increasingly a critical factor in assessing and adapting marketing targeting and ‘on the fly’ strategical decisions by larger firms – also of note are other uses such as the infamous use of firms such as Cambridge Analytica for the Vote Leave campaign for Britain’s Brexit referendum allegedly giving them the edge in targeting up to three million previously unidentified prospective voters and influencing them to vote to leave the EU.
  • Taking into account the above – targeting is a key driver for areas such as email marketing as an example as is the use of targeted marketing on social platforms being ‘individualised’ for each prospective buyer.
  • There is a real requirement for organisations to now refine their use of marketing platforms as many companies have too many platforms either being totally unused or many of the features going unused.
  • Another real requirement for businesses is to integrate the customer experience considering the different channels they may be engaging with your brand.
  • Emerging growth in the UK in Conversational Interfaces in the last 2-3 years adopted by many firms via their web sites to both help with purchasing products and services or with support and help. Chatbots can still be seen as negative though so technology to improve these types of integrations is a potential growth area in the near future.
  • Data Privacy – GDPR has created a new pressure on digital marketers to be more mindful of personal data collection and management. Due to this there is substantial opportunity in the area of providing technology to ensure communication is appropriate and cross check consent has been given.
  • (CMSs) and digital experience (DXP) technologies are another key area to research as content is increasingly delivered to automobile dashboards, retail kiosks, fitness trackers, and kitchen appliances.
  • Conversational interfaces such as Google, Siri and Alexa are live content delivery mechanisms that require specialized and highly personalized content ‘snippets’ driven by AI algorithms in response to real-time questions and requests.

MAJOR TECHNOLOGICAL AREAS

  • Artificial intelligence is increasingly being embedded into more and more applications by both larger firms and more innovative firms and in particular Machine Learning and Augmented Reality are also thought to be the next big growth areas here and globally by many industry analysts and experts.
  • Advanced analytics is also increasingly a critical factor in assessing and adapting marketing targeting and ‘on the fly’ strategical decisions by larger firms – also of note are other uses such as the infamous use of firms such as Cambridge Analytica for the Vote Leave campaign for Britain’s Brexit referendum allegedly giving them the edge in targeting up to three million previously unidentified prospective voters and influencing them to vote to leave the EU.
  • Taking into account the above – targeting is a key driver for areas such as email marketing as an example as is the use of targeted marketing on social platforms being ‘individualised’ for each prospective buyer.
  • There is a real requirement for organisations to now refine their use of marketing platforms as many companies have too many platforms either being totally unused or many of the features going unused.
  • Another real requirement for businesses is to integrate the customer experience considering the different channels they may be engaging with your brand.
  • Emerging growth in the UK in Conversational Interfaces in the last 2-3 years adopted by many firms via their web sites to both help with purchasing products and services or with support and help. Chatbots can still be seen as negative though so technology to improve these types of integrations is a potential growth area in the near future.
  • Data Privacy – GDPR has created a new pressure on digital marketers to be more mindful of personal data collection and management. Due to this there is substantial opportunity in the area of providing technology to ensure communication is appropriate and cross check consent has been given.
  • (CMSs) and digital experience (DXP) technologies are another key area to research as content is increasingly delivered to automobile dashboards, retail kiosks, fitness trackers, and kitchen appliances.
  • Conversational interfaces such as Google, Siri and Alexa are live content delivery mechanisms that require specialized and highly personalized content ‘snippets’ driven by AI algorithms in response to real-time questions and requests.

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