Digital Marketing: 12 Predictions and Resolutions for 2014

 
 
By Darryl K. Taft  |  Posted 2013-12-17 Email Print this article Print
 
 
 
 
 
 
 
 

Marketing is one of the first disciplines to make use of big data in a meaningful way to help personalize its approach to customers. Companies are battling over who can provide the best customer experience and care, and marketing and sales departments are increasingly driving demand for big data. Organizations are increasingly embracing big data to drive their decision-making and provide the optimal mix of products and services to customers. Enterprises are using big data and analytics to sift through mountains of Website traffic data, social media and other sources to gain a deeper understanding of their customer bases. The goal is to identify trends in customers' online viewing, social media postings and purchasing behaviors. Digital marketing lets marketers deliver compelling, personalized experiences to customers based on a real-time analysis of the massive volumes of information that pour into an organization across multiple customer touch-points. eWEEK, with input from Tealium—which specializes in enterprise tag management (the ability to manage user-generated tags, or "folksonomy," within a collaborative software)—offers several digital marketing predictions and resolutions.

 
 
 
  • Digital Marketing: 12 Predictions and Resolutions for 2014

    by Darryl K. Taft
    1 - Digital Marketing: 12 Predictions and Resolutions for 2014
  • Prediction: Cloud Technology Equals Empowered Marketers

    Digital marketers will reduce their reliance on IT departments, thanks to new cloud-based technologies that empower marketers to manage their own solutions and launch more revenue-generating campaigns faster and easier.
    2 - Prediction: Cloud Technology Equals Empowered Marketers
  • Prediction: Streamlining Data Unification at the Source

    Investing in costly and time-consuming back-office data integration projects will cease to be a big headache for marketers who will start streamlining their online data unification by getting the unified data directly from the source.
    3 - Prediction: Streamlining Data Unification at the Source
  • Prediction: 2014 Will Be the Year of "Data Activists"

    2014 will see the transition from "data analysts" to "data activists" as marketers place more focus on marketing applications that enable them to take action to increase results, as opposed to offerings that only provide more reports and more trends.
    4 - Prediction: 2014 Will Be the Year of
  • Prediction: Tag Management Moves Front and Center

    Online marketers will increasingly view tag management as the foundational layer of their digital marketing technology stack because it allows for simplified deployments of online solutions, creates a standardized "data layer" across all vendors, and can be used to fuel existing digital marketing applications with highly targeted, enriched customer data.
    5 - Prediction: Tag Management Moves Front and Center
  • Prediction: Integrated Marketing--Less Hype, More Reality

    The realization of true integration where marketers can successfully unify and leverage their cross-vendor data to provide more personalized and relevant customer experiences will become a reality in 2014. Gone are the days of marketing in silos.
    6 - Prediction: Integrated Marketing--Less Hype, More Reality
  • Prediction: Marketing Goes Seriously Mobile

    Mobile marketing will see increased adoption by marketers, given the availability of new tools that make it easier to measure and optimize user interactions with mobile Websites and apps, as well as correlate the user experience across other digital touch-points. New technologies will also make the deployment of these solutions easier than ever.
    7 - Prediction: Marketing Goes Seriously Mobile
  • Prediction: The Rise of the Agile Marketer

    Marketers will be more agile, especially through key holiday periods where traditional IT-mandated "code freezes" can be appropriately navigated via new technologies that allow marketers to continue deploying new campaigns without relying on traditional release cycles.
    8 - Prediction: The Rise of the Agile Marketer
  • Resolution: Stop Chasing Big Data

    For too long, marketers have heard about the promise of big data without being able to capitalize on it. The secret is not in focusing on collecting an ever-growing silo of data, but in being able to solve the big data challenge at the source, and take action with that data to improve customer acquisition and retention. In 2014, vow to turn big data into big action.
    9 - Resolution: Stop Chasing Big Data
  • A/B Test Your Online Vendors

    Most marketers are familiar with A/B testing landing pages, banner creative, etc. This year, vow to use new deployment tools to help you test different vendors' solutions against each before signing an agreement. This ensures you are using best-of-breed solutions that fit your digital marketing needs and prevents you from being locked into to a particular vendor.
    10 - A/B Test Your Online Vendors
  • Resolution: Escape the Holiday Code Freeze

    Every year, digital marketers get iced during the holiday season because of the traditional IT-mandated "code freeze," which prevents marketers from using new solutions or changing important analytics data points. This year, resolve to stay agile during the most important shopping period of the year so you can maximize results.
    11 - Resolution: Escape the Holiday Code Freeze
  • Follow the Multichannel Mandate

    For too long, marketers have been operating in marketing silos, unable to leverage important customer data across vendors and platforms. That has all changed, allowing marketers to engage in true integrated marketing for the first time. This leads to improved financial results and consistent cross-channel customer experiences.
    12 - Follow the Multichannel Mandate
  • Go Mobile

    Every year, we hear the same thing: Marketers need to engage their customers on both Web and mobile channels. Every year, that mandate seems to fall by the wayside. 2014 will be different, however, as new tools and technologies make it possible to engage customers and measure their interactions across digital touch-points, including mobile Websites and mobile apps. Marketers should vow to make this year the year they truly go mobile.
    13 - Go Mobile
 
 
 
 
 
 
 
 
 
 
 

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