Establishing a single customer view at each touchpoint breaks with the traditional perspective of focussing on one marketing channel and puts the user – who no longer differentiates between different channels – at the very centre. Legal Big Data is shifting the focus from data collection to legally-compliant data use. Marketing engineering refers to the increasing fusion of marketing and IT processes. These are only three of the eight trends in digital marketing, identified by artegic for 2015.

“Digitalisation fundamentally changes markets and therefore the rules of the marketing game. This is not a prediction of the future but rather a stocktaking. The ability to face increasing customer demands in a more complex market situation with customer-centred, service-oriented, digital measures, determines the success of a company. This ability is based on four key requirements: The generation and use of valid, decision-making and above all legal data. The consistent, real-time cross-channel communication at all touchpoints within the customer lifecycle. The optimisation and customer-centred automation of operative marketing processes in a cost-intensive context. And last but not least, the creation of a deep data-based understanding of the interdependencies through measuring and analysis. The implementation of these requirements calls for a close interrelationship of marketing and IT. Marketing engineering is therefore becoming a critical success factor.” Stefan von Lieven, CEO artegic AG, on the digital marketing trends 2015.

artegic identified the following trends.

1. Data use management – from big data to legal big data
2. Digital customer journey – email as the golden thread
3. Super personalising – authentic communication
4. Multi-display strategies – beyond mobile
5. single customer view – consistent dialogue throughout the customer journey
6. The customer decides – moving away from company-driven marketing
7. Efficiency analysis – determining the larger context
8. Marketing engineering – marketing meets IT