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Top digital experience trends in 2025 and beyond

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Keeping up with today’s kaleidoscopic digital landscape requires marketing and experience leaders who can constantly innovate and stay ahead of emerging technologies, shifting consumer behaviors and a complex macroeconomic environment. Agility and insights are also critical requirements, along with the prioritisation of customer experience, which outperforms price, brand and product, when it comes to drivers of customer loyalty.[1]

To ensure that an organisation’s brand remains at the forefront of digital innovation, it is important to identify the digital experience trends in-market today and explore how to best apply them in your business. Below are five digital trends that marketing and experience leaders should be prepared to leverage this year and beyond.

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Trend #1: Hyper-personalisation

Hyper-personalisation uses data analytics and artificial intelligence (AI) to create highly tailored experiences, transforming the way businesses engage with their customers. For digital experience makers, hyper-personalisation is crucial in driving innovation and improving the overall customer experience across digital platforms by anticipating customer needs and preferences. Integrating hyper-personalisation into digital ecosystems allows businesses to differentiate in a competitive market, enhance customer retention and gather valuable insights to optimise their digital offerings.

Hyper-personalisation can also help marketers deliver more effective targeting and a stronger return on investment, ensuring that their efforts resonate with customer preferences. By understanding each customer’s unique journey, organisations can fine-tune marketing strategies and tactics to deliver the right message at the right time, fostering stronger brand affinity.

Important tips to consider:

  • Think about the data your organisation wants to leverage and how it can be integrated to gain a comprehensive, 360-view of each customer. This could range from purchase history to customer interactions to website behavior.
  • Invest in real-time data that can be used to personalise interactions, suggest new content and customise promotions or offers.

Trend #2: Omnichannel experiences

Customers expect seamless, integrated experiences across all touchpoints. Delivering an omnichannel strategy ensures that whether a customer interacts with a brand online, via mobile, or in-store, they have a consistent and cohesive experience. It also allows organisations to build an adaptive business that responds to evolving customer expectations and technologies.

Specifically, this approach allows organisations to collect comprehensive customer data, enabling more precise targeting and personalisation and driving higher engagement and conversion rates. The result is a seamless experience across digital and physical channels, one that offers convenience and flexibility and encourages higher customer lifetime value.

Recent case study:

Take the case of a large national retailer that was struggling to fix its disjointed customer experience across online and in-store activities and lacked visibility into customer engagement and needs. Determined to create a more customer-centric operating environment, the company worked with our experts to integrate new marketing technologies into touchpoints and form a cohesive journey.

These important tips helped the retailer increase its 1-to-1 personalised outreach by 80% and drove cross-sell and upsell growth by 110% year over year:

  • Develop a strong understanding of the customer’s journey and map the experience, identifying all touchpoints, interactions and potential gaps.
  • Build strategies that will help the organisation personalise across channels with dynamic content and contextual relevance, and invest in marketing technology and tools to effectively manage those campaigns.
  • Apply advanced analytics platforms that offer detailed insights into customer behavior across channels, allowing your business to make informed decisions.
  • Continually refine strategies for better performance. 

 

Trend #3: GenAI & content automation

GenAI is revolutionising how businesses approach marketing, digital engagement and customer experience. GenAI provides experience teams with the ability to generate cross-channel, personalised content at scale, adapting to individual user needs and preferences. Through the power of automation, teams can more effectively manage content, reduce costs and enhance agility — freeing up time for strategic initiatives.

Important tips to consider:

  • Start small as you begin to develop your GenAI strategy.
  • Implement tools that will help automate the generation of various content types.

Trend #4: Composable content

Composable content architecture empowers organisations to build highly flexible and resilient digital experiences. With the addition of multi-interface authoring systems, which allows authors to create content in the interface they are most comfortable with, enhancing versatility and ensuring consistency across multiple channels, experience and technology teams can rapidly scale and innovate.

This democratisation of the authoring process increases content velocity, enabling contributors from across the organisation to participate effectively and accelerate the delivery of new features and updates. By integrating these technologies, organisations can future-proof their digital ecosystems, equipping them to rapidly adapt to evolving customer expectations and technological advances to drive sustainable growth.

This is exactly what one media production and distribution company experienced when it sought to update its cumbersome CMS. Our experts partnered with the company to replatform and migrate over 50,000 articles, shows and podcasts from the legacy CMS to Adobe Experience Manager. After a month on the new platform and leveraging Adobe Edge Delivery Services, the company experienced 86% faster page performance, twice the average visit length and a 41% increase in ad viewability.

The M&E company followed this important tip:

As content management evolves towards a more composable framework, prioritise technologies that empower authors to work within their preferred interfaces, streamline workflows and increase content velocity.

Trend #5: Data transparency

With increasing concerns about data privacy and compliance, marketing and experience teams need to adopt a privacy-first approach, emphasising transparency in data collection and providing users with more control over their data. They also should evaluate transparency on how they are utilising their data for users benefit, which contributes to the value exchange that is also critical in building a long-term relationship.

Adopting these privacy-driven tactics can enhance overall brand trust and longer-term customer loyalty by demonstrating a commitment to keeping customer data safe, but also how the customer benefits from the utilisation of data. By integrating privacy-preserving methods, organisations can continue to leverage data analytics to enhance user experiences and optimise digital services while ensuring compliance with global privacy standards.

This balance of data utility and privacy protection can drive innovation in personalised customer interactions, making it possible to deliver highly relevant and contextual experiences without infringing on user privacy. In an increasingly regulated market, embracing these practices will also ensure ethical data usage and give the organisation a competitive edge as a leader in transparent, privacy-conscious transformation.

Important tips to consider:

  • Consider techniques such as data masking and anonymisation to gain insights into customer behavior without comprising individual privacy.
  • Evaluate the value proposition of a customer sharing their data to improve their relationship with you, and whether you should make the value of using their data transparent as well.

To learn more about how to leverage the key enablers of marketing and digital transformation (technology, data and insights) and build frictionless customer experiences, visit https://digital.protiviti.com.

End Notes

  1. How to Excel at Strategy & Execution
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