Article

Kevin Adema
Kevin Adema 7 February 2017

The Digital Tipping Point

Adobe’s recently released 2017 Digital Trends reports proves that we’re on the verge of a new digital era…and it’s about to tip.

In Malcolm Gladwell’s debut book, The Tipping Point, he explains the mysterious changes that happen in society once a moment of critical mass, or a “boiling point” is reached. Once this happens, “ideas and products and messages and behaviors spread like viruses do.”

We are at the digital tipping point.

When you read Adobe’s recently released 2017 Digital Trends report (where they surveyed over 14,000 digital marketing and e-commerce professionals across EMEA, North America and Asia Pacific markets), they accurately show how as a marketing society, we are on the verge of a new digital era. And it’s about to tip.

Highlighting a few pivotal realities:

  1. The era of customer experience is here (we’ve been talking about this in previous posts)
  2. Brands are chasing the consumer with content and design so that the brand experience is personal, compelling and memorable
  3. The fundamental foundation of data is lacking – brands are becoming overextended, neglecting the basics and as a result, many businesses are struggling
  4. Brands that deliver excellent customer experience AND data-driven marketing will truly set themselves apart

This is the tipping point reality: brands must change to create a focus on the customer and it will happen when the following top priorities are embraced:

  1. The customer’s experience
  2. The content to support it
  3. Social media and new media engagement
  4. Personalization
  5. Marketing analytics  

Echoing Gladwell’s Law of the Few, marketers play the role of both Maven and Salesman. Salesmen are persuaders while Mavens are information specialists providing new information and “know how to share it with others.” As more and more marketers do this, the societal shift will occur and true digital marketing will be the Hush Puppies of the mid-1990’s. (a low-tier brand that rose to prominence)

What will cause it to tip?

Adobe again accurately speaks to this: “Driving digital transformation, which is intrinsically linked to creating a customer experience, requires the orchestration of numerous moving parts.”

Along with the priorities listed above, there are four major pain points that the report identified. Said differently, once these pain points are “solved” by marketers, the entire digital ecosystem will transform:

  1. Strategy
  2. Culture (where the customer comes first)
  3. Customer-centric design / user experience (includes copy)
  4. Data analytics

This has been coming for a while now and thanks to Adobe’s concrete proof, the demand priorities are now fully in front of marketers: customer-centric marketing, strategy, content, data.

The ultimate reality: The digital tip is going to happen.

The ultimate question for marketers: Will you be one of Gladwell’s select few or will you be left behind?

We designed the Mastering Digital Strategy program to ensure you’re in the select few; It covers the exact priorities Adobe clearly set out: customer-centric, strategy, content and data.

Take action and don’t be left behind.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
The Importance of Customer Relationship Management Within a Business

The Importance of Customer Relationship Management Within a Business

In a world where competition is becoming ever fiercer, businesses need to implement customer relationship management, or CRM, strategies in order to stay ahead of their rivals.

Emma Newbury
Emma Newbury 18 April 2016
Read more