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Paul Fennemore is a Digital Transformation and Customer Experience Consultant at Sitecore, and an Associate Lecturer in Digital Marketing at Oxford Brookes University. Paul has an MSc with Distinction in Digital Marketing from Oxford Brookes University.

3 Significant Digital Marketing Predictions For 2018

Further digitalisation of marketing services has led to a significant change in customer behaviour. The possibility to interact with the brand on every channel has made audiences more demanding, but it has also opened up many opportunities for brands themselves. Here are my thoughts on what three trends will define the year in digital marketing in 2018. 1. Big Data & Personalisation When it comes to getting personalisation right, brands have a mixed reputation. Global research confirmed that we’re particularly bad at it in the UK – in fact 98% of UK consumers believe that there is such a thing as ‘bad personalisation,’ because brands have out of date information (66% of UK consumers said this), or they’re getting personal customer details wrong (63%). Yet brands say on average they’re ...