the future of marketing: 20 expert predictions for 2014
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We asked 20 analysts, authors, bloggers and thought leaders about what's in store for marketing in 2014. You'll find that everyone is strikingly on the same page: in order to succeed, marketers must provide individual experiences for their customers. Read more in our blog post here: http://www.responsys.com/blogs/nsm/cross-channel-marketing/whats-store-marketing-2014-20-experts-offer-predictions/TRANSCRIPT
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The futureof marketing20 expert predictionsfor 2014
HelloIt's that time of year — there's a chill in the air, the holidays are around the corner and the predictions for 2014 are starting to roll in. This year, we decided to tap some of the smartest minds in the industry to get a pulse on what digital marketing will look like next year.
As you flip through the pages, we think you'll find that everyone's predictions are strikingly similar when it comes to where marketing is headed: in order to succeed, marketers must provide individual experiences for their customers. And to do this well - and at scale - marketers need to orchestrate their communications based on customer data like preferences, behaviors and profile information.
What's exciting is that more and more marketershave access to both the customer data andtechnology to start making this a reality in 2014.
We're looking forward to a great year ahead!
The Responsys Team
For more predictions anddigital marketing insights,please visit the New SchoolMarketing blog.
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“2014 will be when leading marketers begin mapping their organizations more closely to the customer journey. Marketers will do this by breaking down the silos that exist between departments and channels, so that the customer ultimately receives an experience that's not only cohesive, but tailored to their individual behavior and preferences.”
David EdelmanPartner, Marketing & Sales Practiceat [email protected]
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“In 2014, marketers will have to stop thinking about social media as a silo and approach it as a social business -- one where the technologies and methodologies are deeply integrated into the core of the business. This means that every employee, customer, and partner will be a marketer -- and you better start giving them the education and tools to enable them to advocate on your behalf.”
Charlene LiPartner and Founder, AltimeterGroup, co-author of [email protected]
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“2014 will be a tipping point for the mobile marketing industry. By next year, there will be more mobile devices around the world than humans, representing billions of opportunities to engage with consumers globally. Mobile continues to spark a new world of media in which every object is a medium and every place an opportunity for a message. There is no other platform that is as personal, as pervasive and provides the opportunity for proximity. Marketing’s seismic shift to mobile will only intensify as marketers reimagine their infrastructure and break down silos to ensure that mobile is no longer an afterthought but the first thought when mapping out a consumer experience. Nothing gets marketers closer to consumers than mobile.”
Greg StuartCEO, Mobile Marketing [email protected]
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“The continued convergence of CMO and CIO roles will be key to delivering targeted and seamless customer experiences across channels. The marketing team will become increasingly tech savvy and analytics driven, while the scope of the IT organization will extend beyond system delivery to measuring and optimizing marketing e�ectiveness. While these functions were once siloed, a strong partnership and unified priorities will prove a competitive di�erentiator.”
Katherine BahamondeCMO, C. [email protected]
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“The “holistic” impression marketers want to leave in the minds of consumers across the growing number of new, traditional, owned and earned media, contrasts sharply with the corporate reality where each of these touch points is typically the domain of a separate silo (marketing, advertising, customer service, etc.). The overall result is often messaging, execution and delivery strategies that are fragmented across touch points, and potentially confusing to consumers. In a continual e�ort to increase customer loyalty, revenue and internal e�ciencies, orchestrating across these departmental silos will be a priority for the C-Suite in the year ahead.”
Jerry WindMarketing Professor, The WhartonSchool at University of [email protected]/profile/196/
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“In 2014, two organizational shifts within the marketing department will gain momentum. Marketing will grow to have more native technical talent within its ranks, such as marketing technologists and data scientists. And marketing will adapt more agile management methods to keep pace with accelerated change in the market.”
Scott BrinkerMarketing Technology [email protected]
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“In 2014, CMOs are going to realize the critical flawin how their marketing organizations are structured. Teams organized around siloed channels – like email, mobile, social, display – that are measured singularly on the success of the discrete campaigns they send out are not nearly as e�ective as those organized around the customer and his or her unique journey with a brand.I predict that in the next year, we’re going to see a dramatic shift in how marketing departments are organized. All with the goal of making their marketing and marketing organizations more orchestrated.”
Scott OlrichPresident, Marketing and Platform,[email protected]/blogs/nsm/
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“In 2014, we'll see companies up their content e�orts in two ways:
1) They'll realize that "content" is broader than just things we think of as “marketing.” (A great real-world example is Virgin’s new pre-flight safety briefing)
2) They'll up their game in orchestrating cohesive content programs (across several platforms and channels) that abandon their corporate-centric messages and focus instead on creating content that people actually want. They'll focus on creating content that's useful, inspired and enjoyable.”
Ann HandleyChief Content O�cer,[email protected]
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“In 2014 we'll see a more strategic approach to content strategy paying dividends for brands, as they look to integrate marketing across di�erent channels for amore consistent brand experience. As we stated inour Modern Marketing Manifesto, 'customers do not recognise lines and nor should we.' As marketers getto grips with this, more brands will be delivering experiences and marketing without delineation.”
Linus GregoriadisResearch Director, [email protected]/uk/blog
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“2014 is the year of sustainable consumer relationships – where the recent investments in content, mobile, social and big data are finally seamlessly woven together online and o�ine into an organic consumer experience that constantly seeks new ways to create real value for the consumer and at the same time maximize lifetime value for the marketer.”
Matt WiskCMO, Coupons.com@coupons
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“ ‘Mass’ is headed for a mass grave. Reach will be ever more out of reach. The future, and the present, requires aggregating individual relationships at scale. Just like, whaddya call it...life.”
Bob GarfieldJournalist, Authorand [email protected]
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“Companies that don’t align and integrate theirmulti-channel customer interactions to the holistic journeys that buyers want will see their revenues begin to drop in 2014.”
Christine CrandellWriter, [email protected]/sites/christinecrandell/
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“As the pace of competition continues to accelerate and products converge toward parity more quickly than ever, successful strategies will require a new balance of speed, creativity, and at the same time rigorous thinking. Developing the organizational capability to do so will place increased premium on reinvention with a more intense customer-focus.”
Greg CarpenterMarketing Professor, Kellogg School ofManagement at Northwestern Universitykellogg.northwestern.edu/facultydirectory/carpenter_gregory.aspx
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“Marketing integration will become more important than ever in 2014. Today’s customer has no patience for data silos—a marketer’s relationship with their audience will have to be seamless to thrive, no matter what channel or device the consumer chooses for engagement.”
Beth NegusManaging Editor, Chief [email protected]
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“In 2014, brands get as serious about customer careas they do about marketing in social media. Buying Facebook ads may be de rigueur, but creating true WOM is more dependent on how you respond to customer needs than whether you serve them ads.”
Augie RayDirector of Word of Mouth Strategy,American [email protected]
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“In 2014, I think we're going to see the growth hacking approach to marketing expand outside startups and begin to resonate within Fortune 500 companies. Run down the list of the web's biggest start ups and you’ll find that because many didn't have access to the "luxuries" of an ad budget or the burden of proper training, they were able to be creative enough to broaden the definition of marketing to immense advantage. Despite these recent success stories, however, companies still chase the old methods and metrics. The future of marketing is simply going back to its roots and striving to speak to customers in individual and much more e�ective ways.”
Ryan HolidayAuthor of Trust Me, I'm Lying:Confessions of a Media [email protected]
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“2014 is the year that “Big Data” gets wrestled to the ground by “Big Customer Insights.” Strategic creative ideas that address customer behavioral needs will help marketers make sense of the endless stream of trivial data points.”
Kirk ChartierSVP of Marketing,Enova [email protected]
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“The biggest challenge for brands in 2014 will be to provide a seamless customer experience across all digital marketing channels. For this to happen, basic things like responsive design for email will be crucial. In addition, companies will need to look more intently at customer data and user preferences to tailor content that is relevant and keeps customers engaged across all channels. Brands will also need to orchestrate their own internal systems in order to create a consistent image and voice across all communication channels. But, this is easier said than done because marketing departments will need to align their e�orts and work together in a way previously never seen before. ”
Dr. Torsten SchwarzPublisher, Online Marketing [email protected]
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“Marketers will continue their ongoing shift from talk to action in terms of truly understanding customers and acting on that insight to improve marketing e�ectiveness and ROI. This includes connecting disparate data sources to build a holistic view of the customer, sending communications that are relevant in terms of content and context, and creating consistent cross-channel customer experiences and interactions.”
Ginger ConlonEditor-in-Chief,Direct Marketing [email protected]
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“With all the great tools available to generate, publish and amplify content based on customers' behavioral profiles and intent, this will be the year marketers start producing content that maps to the individual customer journey, rather than the standard sales funnel. As Je� Bezos claims about Amazon, they are not in the business of selling books but in the business of helping their customers buy books. This is the cornerstone of customer centricity, focus on solving your customers' goals and they will help you achieve yours.”
Bryan EisenbergAuthor, Speaker andDigital Marketing [email protected]
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“In 2014, marketers will increasingly take a more long term, customer-centric approach to email by using itfor things like providing targeted recommendations, improving customer service and strengthening brand awareness. And, marketers will begin to realize the potential of combining email with other channels like mobile and display as a way to engage with customers in a more relevant way, throughout their journey witha brand.”
Nico ZornManaging Director,Saphiron GmbH @nicozornEmailMarketingBlog.de
About ResponsysResponsys (NASDAQ:MKTG) is a leading marketing cloud software and services company. Our mission is to enable the smartest marketing in the digital world. The most respected brands across the globe use the Responsys Interact Marketing Cloud to manage their digital relationships and deliver the right marketing to their customers across email, mobile, social, display and the web. Our customers gain competitive advantage through the automation, individualization, and coordination of cross-channel marketing interactions at massive scale. Founded in 1998, Responsys is headquartered in San Bruno, California and has o�ces throughout the world. For more information about Responsys, visit responsys.com.