An overview and mapping out of the relevant trends related to the Digital Experience, created with the Reply Sonar Platform.
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NEW CHALLENGES FOR MARKETERS AND USERS
Digital technology development and adoption rates have been speeding up at an incredible pace throughout the last years, transforming the way we communicate, interact, or access information and services.
New media interfaces and channels are continuously transforming the value generated for, and the relationships with customers, allowing for more individualized and deeper experiences. To make this vision come true the following need to be solved: connecting customer information, identification and handoffs between business borders and services, fragmented standards and formats.
By using our Sonar Platform, we created an overview and mapping of the relevant trends related to the Digital Experience based on their occurrence within expert media articles, mass media, patents and scientific publications.
Brands are facing an ever-evolving multitude of ways (e.g., TikTok, Metaverse, voice assistants) to connect with their audiences, facing a constant need for businesses to recalibrate their actions and engagement strategies, to safeguard the continuous dialogue with their customers and prospects. Albeit the multitude of options, brands need to safeguard a consistent core brand experience – independent from channel and touchpoint.
Towards an effortless & consistent end-to-end experience
Moving towards a
Unifying digital & real life worlds, strategies and data
Data and smart analytics anticipate and shape future personal digital experiences. Online experiences across touchpoints have become more and more personalized. Automation & algorithmic curated content coin the new competitive edge for digital experiences. The prerequisite for hyper-personalized customer experiences service offerings is the ability to make data potential accessible to obtain a comprehensive view of the individual customer and their needs. AI acts as a means, going beyond traditional segmentation to create unique, real-time customer experiences tailored to the individual and their unique needs.
Tapping mass hyper-personalization
Linking context and predictive personalization
Building real-time micro-adaptations
Automated upselling as service
For years, marketers, agencies and organizations have relied on Web 2.0 technologies. The advent of Web 3.0 is now forcing businesses to rethink their approach. The Web is shifting to a decentralized and blockchain-based architecture, spurring from a big tech platform to a fragmented “internet of the people”. Initial use cases and industry adaptations like e.g., DApps, cryptocurrencies, NFTs and tokenization, decentralized IDs, wallets, and the Metaverse are slowly surfacing and substantially changing the rules of the online game.
Enabling a user-owned online experience
Digital wallets will be the key to personal information
Moving towards an ownership economy
3D interactive content will bridge virtual and real-life worlds
The aim for a holistic, frictionless and personalized digital experience within a highly dynamic field of digital innovation is regarded by corporations as demanding, due to the continuous effort of integrating the influx of new digital bits and pieces into the big picture. Data, AI and ML are promising to stay ahead of the game, while evolutions like Web 3.0 are building up a major disruption momentum.
While the overall compass and direction remain the same, rapid tech innovation is changing the digital experience landscape and its possibilities every day.
MarTech innovation is driven by new tech, prioritizing the reuse and leveraging of existing capabilities are key for faster value generation.
AI is the key long-term asset requiring investment to scale and prepare for a future digital experience and customer engagement excellence.
With Web 3.0, businesses and brands will have to rethink roles, mechanics and collaboration with users to “win” in the new cyberspace.