The past year has witnessed the rise of numerous savvy and exciting innovations, but the “marketing cloud” was the most remarkable of them all.
With the continuous rise in marketing cloud technologies, marketers would also have to make the most challenging decisions. Every dollar counts when it comes to marketing software and tools, so it’s essential to look into not just their own needs, but also how these innovations can solve them.
In your quest for the best marketing technology, below is a list of five trends to consider for the year 2015:
(1) Mobile-focused marketing
Mobile devices are everywhere and many consumers are using them in almost any type of activity – communicating, online search, and shopping. This creates great opportunities for marketers to connect with consumers since this trend is continuously rising.
This is a challenging leap since tracking data and engagement across devices and users will be difficult to do. Marketers should look for solutions that will help them improve targeting, customization, and connections online and offline in order for them to deliver valuable user-experience in all types of mobile devices.
(2) Useful content is “the king”
Savvy consumers do more than just hop and shop at online stores. They are smarter than ever and they look for meaningful information before making a buying decision. A prospect always has two options when he/she lands on a website that sells a product. One is to buy a product straight away and the other is to find out more about that product before buying it.
More consumers go the second path these days because they prefer to research first before engaging with brands. This is your chance to provide relevant, useful content in order to educate the consumer no matter what industry you’re in.
Look for platforms and innovative ways of facilitating the creation and delivery of high-quality content. Look for solutions that can help identify trends and ideas that resonate well with your target customers.
(3) Unified technology
The abundance of data is a huge challenge for marketers since it is widely disseminated across multiple platforms – CRM, Google Analytics, marketing automation, etc. – making it more difficult to analyze and merge in significant ways. Marketers should look for solutions that can bridge the gaps between multiple data sources and present a unified view. Seeing a big picture will enable you to answer big questions that help in making faster and smarter decisions.
(4) Hyper-targeted marketing
Consumer data is everywhere. With analytics, marketers will be able to understand their audiences better and engage with them in the most effective ways. Hyper-targeting enables marketers to focus on people who are likely to convert into customers and to customize brand messaging.
(5) Predictive analytics
Today’s data and marketing technologies are able to present a clear view of what works and what doesn’t. You’ll be able to precisely identify where to focus your efforts and money with this valuable information. Accurate forecasting of where your marketing investments go will have an effect on your sales channels and revenue.
Finding the solutions doesn’t rest on having data presentations, but in technologies that will take away the guesswork from marketers. This leaves more room for them to focus on more impactful initiatives that will make their businesses flourish.