2015 Predictions: Marketing Technology to Redefine Customer Experience
In 2015, personalized marketing at scale will become an achievable goal, contextual intelligence will outshine big data and marketing success will be evaluated by business impact. It will be a year for redefining customer experience through more advanced technologies. And finally, marketers will have what it takes to understand their customers' needs, address those needs in context, and dynamically optimize their marketing efforts to achieve superior performance.
Here are a few predictions as marketers continue to kick off the new year:
1. Marketers will look beyond their current technologies to close the gap between insights and actions. In today's age of big data, consumers expect the brands they engage with to know them, and marketers continue to search for ways to exceed expectation. The goal of creating competitive advantage remains paramount, and brands know that the way they will win is through customer experience.
At the same time, marketers know that in many cases they over invest to retain customers and stimulate spend. They know they need to get smarter and more precise about determining and delivering what customers want and when, and what this requires is more sophisticated technology that has the ability to merge marketing with science.
In 2015, we will see marketers turn to new technologies that enable a competitive edge by bridging the gap between insights and action to deliver what the customer wants. Heavy investments will be made in big data technology and the expertise that's required to deploy a more scientific approach to marketing. These new technologies will enable marketers to deliver to customers uniquely tailored products, services, offers, and content in the right contexts and at the right time by allowing them to understand their customers at a more granular level. They will also allow for a dramatic increase in the rate and scale at which data is acted upon—so that marketing strategies can be executed at the individual customer level.