2014 Technology Predictions - How we went
At the beginning of the year we racked out brains here at coredna, compiling a list of predictions that we felt would impact our customers in 2014. As the year draws to a close we take another look at the things we thought would make the biggest splash within the world of digital professionals.
1. Authenticity the Key
It seems that we now live in a world where finding out anything you wish about another person or company is just a click away. Review sites as an example have harnessed the power of the customer to provide insights into businesses. No longer can you hide behind the walls of the organisation s and product content to “tell the world” who you are.
In 2014 being authentic required all involved in the inner most workings of the business to be advocates for it. Staying true to your vision and delivering that vision every day is what distinguished great companies. We saw companies triumph through their strong corporate culture, whilst others were fatally flawed. The desire for transparency in the digital landscape makes it almost impossible for bad actors to hide.
2. Collaboration and Sharing
Although collaboration tools and apps have been around for a number of years this year saw more companies take advantage of collaboration, given the changes in the workforce and globalisation. Companies found better ways to work together, learn from each other and take part in the knowledge economy. Intranets moved from being content stores to tools of in-house organisation and communication.
At coredna we deliver our projects in a collaborative manner, sharing information between developers, clients and suppliers. Our projects ecosystem supports interaction, feedback and learning where many ideas come from our community.
3. Digital Ecosystem
When we think about how the digital world has evolved in just the last five years, it’s impossible to now look at your digital platform as a single asset. Today’s digital world has many moving parts, each contributing in some way to the online business strategy. These parts include devices, channels, communities, segments, authorities and websites to name a few.
This year, developing and understanding the digital ecosystem became the basis of all digital activity.It allowed for meaningful data to be captured and subsequent decisions to be made in order to drive strategy.
4. Immergence of the Chief Experience Office (CXO)
The single view of the customer finally became a reality with the immergence of the Chief Experience Office. Banks have always been at the forefront of developing risk profiles for their customers and predictive models based on customer lift stage. Such systems have historically very difficult to maintain because of all the various information stores required to deliver a true single view of your customer.
As the hybrid of CIO and CMO, Chief experience office (CXO) allows companies to deliver a tailored one to one experience for customers. We see that companies continue to have conflict between IT, Marketing and the Business. Offshore divisions also drive the agenda at a global level, often failing to consider the local customer needs.
5. Content is Still King
It seems that more companies switched on to the importance of content creation this year, although producing content that interests your target market has always been an imperative. Marketers today have to consider the readers and what they want, as delivering the content appropriate for search rankings alone will result in failure. Delivering quality content through the right channels will generate search traffic from the target community and improved search rankings.
A company who got it very right is Net-a-Porter. Having built a loyal following, they used their understanding of the user experience of ecommerce to inform their print publishing- Porter magazine. This took their content marketing efforts to a new level as they took up the challenge of becoming a media company.
6. Social Media Channel rather than Destination
Many people place a lot of emphasis on social media. Often, we find ourselves at odds with this strategy and its insipid sharing. The value of social media platforms though should not be understated, as they act as great sources for targeted communities. 2014 saw a boom in social media platforms as companies continued to establish and develop their communities. Social platforms themselves formed part of a holistic ecosystem and acted as a channel for communities.
At coredna we have many case studies of clients developing communities on social media platforms. Those that have succeeded have clear strategies, offer their community engaging information and push to drive value exchange on owned assets.
7. Harnessing analytics to decision making
Big data is now delivering insights to companies that gives them the ability to greater inform their decision making. The role of analytics providers in working on ways to turn increasing amounts of data into actionable information has been emphasized. Re-targeting systems use the data to provide in context advertising.
Companies like Hubspot are offering many different ways for companies to understand the customers and their behaviours. They are offering tools to help companies making and manage clients more effectively.
8. Multi-channel strategies
Quarterly campaigns are a thing of the past. Whilst, developing agile strategies that are refined as the analytics is understood seems the way of the future. Companies are now developing multiple Campaigns that are short, sharp, delivered across a number of channels with predetermined analytics to help in the decision making. We have found that a level of trust and learning is required to understand the business to ensure you can provide insights and be able to be flexible with the recommendations.
9. Internet of things evolves
Watches and eyewear were a thing of the previous years, but 2014 as we predicted brought a host of new devices all connecting and sharing all types of information. We find new ways to capture lots of personal information we never considered in the past. This year we saw the impact of product like “google glass”, alongside billions of others that have come on board.
10. Integration of disparate systems
Through integrating their online systems, companies have found ways to deliver productive gains and improved visibility. At coredna we have managed to develop a range of Ecosystems for our customers and have managed to consolidate over 30 disparate systems into a single platform that not only delivers their digital strategy but helps improve productivity for the 20+ businesses.
How do you think our digital predictions from this year unfolded?