Technology is giving marketing and the CMO a makeover like never before. Not since the printing press gave us the leaflet has marketing been so impacted by the confluence of Big Data, analytics, loyalty, mobile/location, and social media. For an industry that has been undergoing gradual change for two decades, the current changes represent both an opportunity for solving new kinds of problems and a risk of falling behind the competition.
A marketer almost can’t know enough about what’s coming, and we can expect marketing departments to draw on a greater number of specialties that are both new and were once found in IT or the business.
Getting Ahead of the Change
The key to disruption has always been to get ahead of the change so that it becomes a tool, not a trap. That means having a view into the technology landscape and an ability to set strategies based on trends. In 2014, those trends include the following:
- Organizations have more data than they can put to use. Valuable data will go unused for most organizations.
- Despite data waste, marketing will still become even more data driven.
- Analytics will be a skill in very high demand.
- CIOs around the world will lose more budget and control of buying decisions to the CMO.
- Actionable models supporting predictable consumer behavior will be vital.
For the entire list and nuances that marketers will need to understand, join us on Thursday, February 13, at 10:30am PST for the Top 10 Marketing Trends for 2014 webinar.
These trends are impossible to ignore and represent an opportunity that will only become larger and more urgent in 2014 and beyond.