Every day, we create 2.5 quintillion bytes of data.1 To put that into perspective, 90 percent of the data in the world today has been created in the last two years alone – and with new devices, sensors and technologies emerging, the data growth rate will likely accelerate even more.

The challenge is that today’s customers increasingly expect companies to know them and cater to their likes, needs, wants and preferences with every transaction and interaction. Doing so requires achieving a holistic view of the customer journey that can be daunting in a multichannel world in which, for example, four touchpoints across four channels yields 256 possibilities for paths to purchase. The good news, though, is that technological innovations are opening up incredible new opportunities for marketers to evolve their strategies and employ smarter tactics to better connect with customers.

In this white paper, 10 marketing experts from IBM – along with four partners – share their thoughts on the key marketing trends for 2017 with an eye toward keeping you ahead of the shifts that are rapidly transforming the industry and reshaping customer demands. You’ll find entries ranging across channels (mobile, social, email), technologies (cognitive, advertising, analytics) and strategies (customer success, center-brain marketing, buyer journeys).

The goal? Empowering you with ideas you can use to fully realize marketing’s potential to deepen customer connections, grow brand value and fuel strategic growth. Let’s dive in and look at how you can meet the challenges marketers face today and rise to the occasion, providing experiences that exceed customer expectations.

10 Key Marketing Trends for 2017


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