tag:econsultancy.com,2008:/topics/digital-strategy Latest Digital Strategy content from Econsultancy 2017-06-21T16:00:00+01:00 tag:econsultancy.com,2008:Report/4470 2017-06-21T16:00:00+01:00 2017-06-21T16:00:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in Healthcare and Pharma <p>The <strong>2017 Digital Trends in Healthcare and Pharma </strong>report reveals a sector that has just started to embark on its digital transformation journey, but with a huge potential for disruption through emerging digital technologies.</p> <p>After a slow start due to the complexities of a siloed sector with legacy infrastructure, alongside heavy regulation and risks associated with patient data and care, healthcare and pharma companies are likely to see exponential change over the next few years as digital data storage and sharing becomes the norm.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of almost 500 respondents working in the healthcare and pharma sector who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>A sector ripe for digital disruption</li> <li>Shifting control results in a focus on the customer</li> <li>The future looks more promising than ever</li> <li>Actionable tips to help future-proof your healthcare/pharma business</li> </ul> <h3>Findings include:</h3> <ul> <li>The healthcare and pharma sector lags behind others in terms of digital maturity. Strict regulations and a lack of universal standards mean that new entrants find it harder to establish themselves, and levels of risk associated with human health are greater, which can limit innovation. Only 6% of companies describe themselves as digital-first, compared to an average of 11% across other sectors.</li> <li>Healthcare and pharma companies are 14% more likely than their peers in other sectors to consider customer journey management as a top-three tactical priority in 2017, with larger organisations even more likely to prioritise multichannel campaigns and journeys, and also to join up online and offline data.</li> <li>The boom in wearables that collect lifestyle and fitness data is of huge benefit to an industry whose wealth of existing data is often locked up by regulation or in non-digitised formats. Two-thirds of healthcare and pharma companies see improving data analysis capabilities as ‘very important’ for the coming year, reflecting the need for skilled staff to collect, distil and analyse this data influx.</li> <li>Virtual reality (VR) and augmented reality (AR) are being incorporated into new healthcare technologies and systems, with uses ranging from training doctors in operating techniques to gamifying patient treatment plans. Over a quarter (26%) of respondents see the potential in VR and AR as the most exciting prospect for 2020.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/69165 2017-06-15T15:30:00+01:00 2017-06-15T15:30:00+01:00 Brand as publisher: Is Anheuser-Busch InBev's investment in beer magazines savvy or risky? Patricio Robles <p>For example, Anheuser-Busch InBev, the world's largest brewer, runs a venture arm called ZX Ventures that has quietly funded a number of beer websites, including RateBeer and Pitchfork's October. The latter is owned by Conde Nast.</p> <p>ZX Ventures' investment in RateBeer was apparently made in October of last year, but only became widely publicized last week <a href="http://goodbeerhunting.com/sightlines/2017/6/2/ratebeer-zx-ventures-acquisition-minority-stake-anheuser-busch-inbev">by Good Beer Hunting</a>, an unaffiliated craft beer website, after some LinkedIn sleuthing.</p> <p>RateBeer bills itself as the "most in-depth, accurate, and one of the most-visited source for beer information." With a focus on craft brewing, it offers its users the ability to rate and review beer as well as businesses that serve beer, such as bars and breweries. It also operates community forums and publishes news stories.</p> <p>The revelation that the world's largest brewer now owns a piece of one of the web's most popular craft brewing sites sparked a lot of controversy. Joseph Tucker, RateBeer's executive director, was forced to make <a href="https://www.ratebeer.com/forums/ratebeer-investment-announcement_296260.htm">an announcement</a> about the investment and his rationale for taking it. He attempted to reassure RateBeer's users that "ZX Ventures has the utmost respect for the integrity of the data and the unbiased service we offer to the entire community and industry."</p> <p>But perhaps not surprisingly, this hasn't satisfied many in the RateBeer community. A number of craft brewers whose beers are listed on RateBeer <a href="https://www.pastemagazine.com/articles/2017/06/craft-breweries-want-their-beers-off-ratebeer-afte.html">have even gone so far as to request that their listings be removed</a>. One craft brewer, Sam Calagione, who runs Dogfish Head, <a href="https://www.dogfish.com/blog/message-sam-current-ratebeer-changes">even suggested</a> that the investment has caused a violation of the Society of Professional Journalists (SPJ) Code of Ethics.</p> <p>"It just doesn’t seem right for a brewer of any kind to be in a position to potentially manipulate what consumers are hearing and saying about beers, how they are rated and which ones are receiving extra publicity on what might appear to be a legitimate, 100 percent user-generated platform," he stated. "It is our opinion that this initiative and others are ethically dubious and that the lack of transparency is troubling."</p> <p><img src="https://assets.econsultancy.com/images/0008/6800/october.png" alt="october" width="615" height="316"></p> <p><em>The October website</em></p> <h3>Savvy or risky?</h3> <p>While Anheuser-Busch InBev's interest in RateBeer is easy to understand, the reaction to it demonstrates that the wisdom of such investments is subject to debate and here, it would appear that the brewing giant's investment might prove to have been more risky than it was savvy.</p> <p>For brands considering similar investments and hoping to avoid similar situations, it's worth asking the following questions before investing:</p> <p><strong>Could the investment reasonably create a perceived conflict of interest?</strong></p> <p>If the answer is yes, brands should tread very, very carefully. While not necessarily a deal breaker – it's hard for brands to invest in a content producer without there being some concern over the potential conflict of interest – some perceived conflicts are likely to be more problematic than others and this should be taken into account.</p> <p><strong>Will the investment create concerns about competition?</strong></p> <p>The most problematic perceived conflict of interest relates to competitive concerns because in today's environment, many consumers are upset by few things more than the specter of a huge corporation using its might to unfairly crush smaller competitors.</p> <p>In the beer industry, giants like Anheuser-Busch InBev are trying to grapple with the rise of craft brewers, which has in large part been fueled by consumer demand for high-quality beers that aren't produced by mega brewers. In response to the growing popularity of craft beer, Anheuser-Busch InBev has purchased a number of craft brewers. It has also <a href="http://www.marketwatch.com/story/anheuser-busch-inbev-shuts-out-craft-beer-brewers-by-hoarding-hops-2017-05-11">been accused of hoarding hops</a>, causing some to suggest that it is acting in an anti-competitive fashion to shut out smaller players.</p> <p>Here, the competitive concerns that would be raised by the company's investment in a site catering to the craft brewing community were not hard to predict.</p> <p><strong>Will the investment be disclosed publicly?</strong> </p> <p>In most circumstances, there's a strong argument to be made that brand investments in content producers should be transparent. There are a number of reasons for this. Chief among them is the fact that transparency gives the websites in question the opportunity to explain the investment and lay out in detail how it will affect them. As part of this, sites can detail how editorial independence will be protected and what data could be shared with the investor.</p> <p>In the case of RateBeer, the fact that ZX Ventures's investment wasn't disclosed for eight months and was disclosed only after it was discovered by another beer site make it appear that the investment was kept hidden intentionally, which only exacerbates the concerns above.</p> <p><em><strong>More on brands as publishers:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing/">Four examples of brands using educational content marketing</a></li> <li> <a href="https://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense/%20">Why the brands as publishers trend is utter nonsense</a> (a controversial view)</li> </ul> tag:econsultancy.com,2008:WebinarEvent/883 2017-06-15T11:23:29+01:00 2017-06-15T11:23:29+01:00 Digital Transformation - The Future of HR <p>This webinar will highlight results from Econsultancy's brand new research, <a href="https://econsultancy.com/reports/the-future-of-hr-in-the-digital-age" target="_blank">The Future of HR in the Digital Age</a>.</p> <p>The live session will be hosted by by <strong>Jeff Rajeck, Research Analyst, APAC at Econsultancy</strong> and <strong>Damien Cummings, CEO at Peoplewave</strong>.</p> <p><strong>FAQ:</strong></p> <p><strong>I'm not an Econsultancy subscriber, can I join?</strong></p> <p>Ans: You sure can. The sessions are complimentary for existing customers and new friends.</p> <p><strong>Will the session be recorded?</strong></p> <p>Ans: Yes! We record all of our webinars, and we'll send out a link to the recording the following week.</p> <p><strong>What if I register but can't make it?</strong></p> <p>Ans: It's all good. We'll send a follow-up with key takeaways and a link to the recording.</p> <p><strong>Can I ask questions?</strong></p> <p>Ans: Absolutely! This session is for you. Bring your questions and participate during Q&amp;A.</p> tag:econsultancy.com,2008:Report/4502 2017-06-08T11:00:00+01:00 2017-06-08T11:00:00+01:00 Digital Transformation in the Financial Services and Insurance Sector <p>The<strong> Digital Transformation in the FSI Sector: Gearing up for success in a changing market</strong> report builds on our <a href="https://www.econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016">previous report</a> looking at digital transformation in the sector. The report aims to explore the approaches new entrants are taking and their focus on the customer experience and marketers' responses to challenges, as well as providing recommendations on approaches to and opportunities related to digital transformation.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior executives from across the financial services and insurance industries to understand how a range of organisations were responding to different opportunities and challenges.</p> <p>Companies interviewed included: The AA, Atom Bank, Aviva, AXA PPP Healthcare, Bought By Many, Lloyds Banking Group, Monzo, National Australia Bank, OCBC Bank, HSBC Singapore, Salesforce and UBS Wealth Management, APAC.</p> <p>We also looked at sector-specific data from our <a href="https://www.econsultancy.com/reports/2017-digital-trends-in-financial-services-and-insurance">2017 Digital Trends in Financial Services and Insurance sector</a>.</p> <h2>What you'll learn</h2> <p>The financial services industry has seen more disruption in the last few years and continues to face significant challenges as new players are seizing the opportunity to enter these markets and new models emerge.</p> <ul> <li>Customer experience continues to be a major focus for marketers and new entrants are focusing on differentiating the customer experience and making the financial lives of customers easy.</li> <li>Having the right strategy and culture to deliver digital transformation is seen as essential with strong leadership from the top.</li> <li>Data is perceived as being a huge part of the digital transformation journey.</li> </ul> <h2>You'll discover findings around:</h2> <ul> <li>How companies are looking to differentiate the customer experience and deliver value to their customers.</li> <li>Ways in which companies are re-orientating their focus around customers and moving away from being product-focused to putting the customer first and delivering products and services more aligned to their needs.</li> <li>The importance of earning trust in the sector and delivering more transparent services to customers.</li> <li>Practices companies are adopting to work in a more agile way. </li> <li>Encouraging a digital culture where digital is not a bolt on. </li> <li>Unlocking the value of data to understand customer journeys and behaviour to deliver more personalised and relevant communications.</li> <li>Importance of innovation starting with the customer and how companies are collaborating and partnering to drive change. </li> </ul> <p>Download a copy of the report to learn more.</p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h2>How we can help you</h2> <h2 style="font-weight: normal; color: #3c3c3c;"><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/digital-transformation" target="_self"><img style="font-style: italic; height: auto; float: right;" src="https://assets.econsultancy.com/images/resized/0004/8296/rgb_dt_logo-blog-third.png" alt="Digital Transformation" width="200" height="66"></a></h2> <p><a title="Digital transformation - Econsultancy" href="https://econsultancy.com/training/digital-transformation/">Digital transformation</a> is a journey that's different for every organisation. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.</p> <p>Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p>Talk to us about an initial, no-cost consultation.</p> <p>Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul> <li>EMEA: +44 (0)20 7269 1450</li> <li>APAC: +65 6653 1911</li> <li>Americas: +1 212 971-0630</li> </ul> <p><iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:RoundtableEvent/878 2017-06-06T16:00:54+01:00 2017-06-06T16:00:54+01:00 Digital Content Strategy <p>This roundtable discussion will give attendees the chance to share their key challenges, headaches, and success stories around digital content strategy. It provides an opportunity to learn from industry peers, with the aim of providing inspiration for your own content marketing efforts.</p> <p>• Content audits – How do you decide what to create and how can the broader organization help?</p> <p>• Formats – What is cutting through and where? </p> <p>• With the release of Google Attribution as a free service, is there any excuse not to be tracking the success of your content? Does social media still throw a spanner in the works?</p> <p>• Resourcing – Inhouse or outsourced? Curated or created? What are the merits and challenges of each approach?</p> <p>• Who is getting it right?</p> tag:econsultancy.com,2008:WebinarEvent/876 2017-06-05T10:41:00+01:00 2017-06-05T10:41:00+01:00 Digital Shift Q3 <p>Digital Shift is an exclusive Econsultancy service that curates and interprets the most important developments, trends and innovations in digital that you need to know about.</p> <p>Run quarterly, our experts focus on distilling the key developments that are really going to affect how markets are operating, what tools are used, and how digital marketing and ecommerce practices are changing.</p> <p>We make it simple for you to keep track of the key developments in digital technology and marketing.</p> <p><strong>Topics that we will expolre in this webinar: </strong></p> <ul> <li>The state of Marketing Technology - a look at what the latest research into the marketing technology landscape tells us about the near future of this ever more complex space, and an organising approach for understanding key capability areas</li> <li>The most innovative thing about Amazon is not what you think it is - what we can learn from Amazon's operating structure and what it reveals about a likely future of organisational design</li> <li>Might emotion recognition be the next frontier in interface and UX design? At least one significant technology player thinks it could be</li> </ul> tag:econsultancy.com,2008:BlogPost/69132 2017-06-01T10:42:52+01:00 2017-06-01T10:42:52+01:00 How Cancer Research is using smart technology to drive fundraising Nikki Gilliland <p>So, what exactly is its aim? Here’s a bit more on Cancer Research’s scheme and why it could be a smart tactic for charities of all kinds.</p> <h3>Turning footfall into fundraising</h3> <p>In February, Cancer Research installed 10 smart benches in the boroughs of Islington and Lewisham to tie-in with World Cancer Day. However, it’s not a time-sensitive scheme, instead forming part of the charity’s fundraising campaign for 2017 – with more benches set to roll out as the year goes on.</p> <p>The locations have been specifically chosen for being high-footfall areas, meaning that the benches are highly visible to passers-by. </p> <p>Each one has integrated contactless technology so that people can donate £2 to the charity simply by tapping their debit card onto the bench.</p> <p><img src="https://assets.econsultancy.com/images/0008/6456/IMG_0376.JPG" alt="" width="500" height="666"></p> <p>This type of fundraising has proven to be hugely effective in the past, and in fact, Cancer Research has already used the same technology in store windows.</p> <p>For people who don’t carry any change – or deliberately avoid charity fundraisers (also known as ‘chuggers’ due to their occasionally pushy tactics) – the technology provides a quick and easy way to impulsively make a one-off donation.</p> <h3>Tapping into technology</h3> <p>The main difference with Cancer Research’s smart benches in comparison to the windows is that, this time, the scheme also taps into a consumer need.</p> <p>Each bench provides free WiFi as well as a mobile phone charging point – features that could prompt people to stop and sit down even if they do not realise there is a charitable link. That way, despite the benches being solar powered (and therefore free), consumers might naturally want to pay for the trade-off, with donations largely being prompted by the convenience or service they receive. </p> <p>The benches do more than just charge technology, also allowing people to discover current environmental conditions, such as noise level and air quality in the wider area.</p> <p><img src="https://assets.econsultancy.com/images/0008/6460/Smart_Benches_2.JPG" alt="" width="760" height="363"></p> <h3>Changing public perceptions</h3> <p>Another big benefit of the smart benches is that they are designed to be mutually beneficial. Not only do they help the charity raise money, but they also offer something of value to consumers, as well as enhance public spaces in London. While describing them as a 'place to rest and socialise' might be a bit of a stretch, everyone likes a nice sit-down don't they?</p> <p>As a result, the benches immediately serve as a point of difference, helping to change common perceptions about the role charities play in local communities. Instead of giving spare cash or conversely, raising money from huge fundraising events, it shows consumers that there are more accessible and innovative ways that they can donate. </p> <p>Like <a href="https://econsultancy.com/blog/68091-how-five-charities-are-innovating-with-contactless-payment-technology/" target="_blank">other examples of contactless fundraising</a>, the value for charities is just as much in the increased visibility (and different contexts), as it is in the monetary gain. Of course, the latter is a huge bonus, but like most marketing campaigns – it’s not the core aim.</p> <h3>Will other charities take heed?</h3> <p>While many charities have already adopted contactless fundraising, there are still barriers to mass adoption.</p> <p>Interestingly, Barclaycard recently led a trial of contactless donation boxes, partnering with a number of charities including the NSPCC and Barnardos to see whether it would lead to an uplift. While results suggest that it proved successful – with the average donation increasing from £1 to £3 – it’s unlikely that most of the charities involved will be able to afford to replace all their regular boxes with contactless ones in future.</p> <p><img src="https://assets.econsultancy.com/images/0008/6459/Barclaycard.JPG" alt="" width="760" height="328"></p> <p>Meanwhile, many charities still believe in the persuasion power of real people, which is lessened with standalone contactless technology. </p> <p>Having said that, it is clear that convenience is also a massive drive for consumers, and as examples like Cancer Research show – this means it’s a strategy that could be worth investing in.</p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67451-the-smartest-experiential-charity-marketing-campaign-you-ll-see-this-year/" target="_blank">The smartest experiential &amp; charity marketing campaign you'll see this year</a></em></li> <li><em><a href="https://econsultancy.com/blog/68781-five-ways-charities-can-encourage-more-online-donations/" target="_blank">Five ways charities can encourage more online donations</a></em></li> <li><em><a href="https://econsultancy.com/blog/66592-why-charities-need-true-digital-transformation/" target="_blank">Why charities need true digital transformation</a></em></li> </ul> tag:econsultancy.com,2008:Report/4471 2017-05-31T11:00:00+01:00 2017-05-31T11:00:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in Media and Entertainment <p>The <strong>2017 Digital Trends in Media and Entertainment </strong>report is a barometer of the extent to which companies in this sector are embracing digital technology, focusing their strategies and prioritising resources for the year ahead and beyond.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of more than 550 media and entertainment industry respondents who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The four traits of successful digital media and entertainment companies</li> <li>Content + data = personalised experiences</li> <li>Gearing up for the future</li> <li>Actionable tips to help future-proof your media/entertainment business</li> </ul> <h3>Findings include:</h3> <ul> <li>The proportion of media and entertainment companies describing themselves as digital-first (22%) is more than double the average percentage for all other sectors (10%), and second only to the gaming &amp; gambling sector (25%). At the other end of the scale, only 15% of media respondents say that digital marketing is ‘very much separate’.</li> <li>‘Creating compelling content for digital experiences’ stands out as the single most exciting opportunity in 2017, selected by 22% of media organisations. Great content in isolation is not always enough. There is a growing need for media companies to create compelling experiences around their content, and to present it in the right context.</li> <li>Digital-first organisations are 17% more likely to invest in design to help differentiate their brand than laggards. Furthermore, digital leaders are 19% more likely to have the ‘processes and collaborative workflows they need to achieve a design advantage’ (75% vs. 63%). Digital leaders are also 23% more likely than laggards to say they have ‘well-designed user journeys that facilitate clear communication and a seamless transaction’.</li> <li>The relentless use of data is a feature of progressive media companies seeking to provide experiences that are as personalised and relevant as possible. Data-driven marketing is a key strategic priority for three in five (62%) media organisations, second only to customer experience (84%) in importance.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4482 2017-05-30T12:00:00+01:00 2017-05-30T12:00:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in South Africa <p>The <strong>2017 Digital Trends in South Africa</strong> report highlights the key digital trends, challenges and opportunities which South African marketers need to be aware of during 2017, covering topics ranging from customer experience and social media marketing to mobile and artificial intelligence.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on data from almost 250 South Africa-based respondents who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Striving for digital maturity as nation catches smartphone bug</li> <li>Social media and brand building are top priorities</li> <li>Future of the customer experience</li> <li>Fit for the future: three key areas South African marketers should focus on</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>Companies strive for integrated approach to digital marketing activities. </strong>Around a third of in-company respondents say their businesses are either digital-first (17%), or that digital permeates all their marketing activities (15%). Asked about their clients, agency respondents are significantly more likely than their client-side counterparts to say that digital marketing is very much separate (30%), and correspondingly less likely to say their clients are digital-first (only 1%).</li> <li> <strong>Agencies are more focused than their client-side peers on how mobile is changing the business landscape</strong> as South Africa transitions from being a feature phone nation to a smartphone nation. More than three-quarters (77%) of supply-side respondents report that understanding how mobile users research/buy products is ‘very important’, 17 percentage points higher than for company respondents (60%).</li> <li> <strong>Customer experience and cross-channel marketing are major areas of strategic focus.</strong> Almost nine in ten (89%) South African companies say that CX is one of their top-three strategic areas of priority for 2017, including 58% who make it their first choice. They are 54% more likely than their international counterparts to rank cross-channel marketing as their first choice (20% versus 13% for the rest of the world).</li> <li> <strong>Companies are embracing the burgeoning marketing opportunity afforded by social platforms</strong>, with social media engagement and brand building / viral marketing sharing first place in terms of tactical priorities for businesses in South Africa. More than a third of respondents (37%) say these tactics are among their top three priorities.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4472 2017-05-24T15:00:00+01:00 2017-05-24T15:00:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in the Technology Sector <p>The <strong>2017 Digital Trends in the Technology Sector </strong>report demonstrates that organisations within the sector that is transforming many others are leaders in digital integration, but are having to transform their internal structures and strategies to adapt to changing customer demands and behaviours, putting the customer first rather than the product.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of over 900 respondents working in the technology sector who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Technology organisations lead in digital maturity</li> <li>The customer takes centre stage</li> <li>The next wave of tech innovation</li> <li>Actionable tips to help future-proof your technology business</li> </ul> <h3>Findings include:</h3> <ul> <li>Organisations in the technology sector are nearly twice as likely as their peers in other sectors to classify themselves as digital-first (19% vs. 10%), putting the sector in third place (after gaming &amp; gambling and media) out of the 15 key sectors we analysed.</li> <li>Tech organisations appear to be prepared for the challenge presented by a rapidly changing industry; across the eight key factors identified for digital success, technology organisations are ahead of other sectors. UX design is one of the areas they excel in, as they’re 23% more likely to say they have ‘well-designed user journeys that facilitate clear communication and a seamless transaction’.</li> <li>The vast majority (81%) of technology companies are putting the customer at the heart of all their initiatives, and customer journey management is the second most important priority for 2017, closely followed by targeting and personalisation.</li> <li>Almost a third (29%) of tech companies are planning to use product/service innovation to differentiate themselves from competitors over the next year. Digital-first organisations reveal their maturity as they are 52% more likely than the rest to see customer experience as a key differentiator, second behind product/service innovation.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p>