Sure, this is the time of year that we see a lot of predictions and trends being announced. Many will focus on social media, content marketing and other smaller pieces of the puzzle. For marketers that want to rise (way) above the white noise, there are five things that will predictably get you there.
The trends listed below are not just for the Fortune 1,000. Advances in techniques, technologies and tools now make the items below available to virtually any size company. 2014 is going to be a game-changer for those agencies and companies that embrace these emerging trends.
- Data Mashups – In the coming year, companies big and small will learn to combine 1st and 3rd party data (internal and external) to better understand their audience. Those companies that are already doing this are seeing a significant increase in response rates and marketing ROI. Companies that provide the 3rd party data are making it way easier to integrate it into existing internal CRMs and marketing automation platforms. Definitely a mover in 2014.
- Growth in DMPs – Data Management Platforms will emerge as a “must have tool” for any company interested in pulling information from a number of sources and making it all play nice together. Data itself is emerging as one of the biggest assets a company has. To ignore this and have your data rot in some silo within your department is going to put companies at a competitive disadvantage. Those that embrace DMPs will find it much easier to segment their audience, maintain data governance and keep their data clean.
- Connecting the Dots – Being able to connect each “touch-point” and understand how many times each individual has visited your site, downloaded a white-paper or called your company gives marketers a huge advantage when it comes to segmenting, communicating and scoring prospects.
- Big Data Marketing Specialist – Say what you want, but big data and creative talent very rarely live in the same person and statistics are showing that very few agencies are good at combining these two very unique skill sets. In 2014 we will see agencies looking for big data “shops” to come in and give them the big data “chops” they need to nail some of the emerging requirements for existing clients and prospects.
- Death of Silos – Last, but certainly not least, we are going to see corporations really working to understand how to focus on the customer experience and NOT the corporate infrastructure. After all, that is all that really matters. While data silos are a part of this, it is much bigger than that. Moving forward companies that focus on eliminating the boundaries between departments and divisions to initiate a fanatical focus on the customer experience will be the winners.
2014 promises to be a game changer. For those that embrace the foundation shift happening as a result of big data, the cloud and the emerging extended workforce – life will be good. For those unwilling to embrace the changes listed above – well, they will face a different story.
All the best in 2014!
By Tom Poole, OneAccord Principal