‘ Content shock’ (coined by Mark Schaefer in 2014), is the result of consumers rejecting brand content due to exponentially increasing volumes intersecting our limited consumption capacity. App usage (90% of time) dominates browsers in mobile usageĪs Benedict Evans from venture capital firm Andreessen Horowitz demonstrated last year, ‘mobile’ no longer means mobile - consumers regularly consume media on mobile devices more within the home than outside, highlighting the importance of developing a first-class mobile customer experience.More than half of Facebook’s base is mobile-only.Mobile accounts for over a half of ecommerce traffic and a third of sales.Mobile is an increasingly ubiquitous presence in our lives ( 49% of Millennials check their phones within 5 minutes of waking up in the morning!) – we’re now in a truly ‘mobile-first’ world.Īs with big data, mobile advertising has come of age:
More than half of our waking time is spent on media and much of that time is now consumed on mobile devices. The concept of ‘big data’ has been a familiar theme within the marketing world for at least the last five years, and yet with some predicting that 2016 would be the ‘year of the customer’ there has been an increased emphasis on customer-centric marketing, meaning data must be used intelligently to drive results.Īdvanced analytics, better consumer profiles and the right market and customer insights are becoming essential in tying marketing campaigns together to create more integrated experiences. However, I’d like to highlight three that I believe are particularly significant and should influence test and learn planning for digital marketers across all types of businesses: 'Big data’ has grown up The importance of developing a test and learn culture is reflected in the numerous digital trends impacting businesses today.
Much of this will be dependent on each organisation’s stage in the digital transformation journey: To drive meaningful digital transformation at scale, businesses must therefore be open to the adoption of a test and learn culture, which will enable marketers to optimise digital media activation, create first-class digital experiences and develop learning across the organisation. For digital marketers, this opportunity is becoming increasingly important as technology continues to advance and larger companies face new and emerging threats from more nimble, innovative competitors.
How to utilise continuous improvements and ‘big bets’ to achieve operational and strategic excellenceĪs part of any digital transformation agenda, the ability the test and learn gives businesses the opportunity to experiment, iterate and grow skills and competences throughout the organisation.
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