Posted by John Noble on 22 Jan 2015
Each year January sees a plethora of predictions for the coming year. Some of these turn out to be accurate, others not.
But as marketers, we need to look forward for not wanting to miss out on opportunities that arise. So we have thrown our hat in the ring and made three predictions for the coming year.
Privacy & Legislation
With EU Data Protection Legislation looking like it will come into force within the next 12-18 months, marketing departments will be looking at how they comply and what they need to do to comply. B2B marketing opt-in consent will be one of the biggest challenges facing the marketer and so our advice would be to create and deploy an opt-in strategy now, so that you can be safe in the knowledge that you are already compliant before the legislation takes effect.
Increased use of personalisation
As customers and prospects are becoming more familiar with personalisation, the levels of which would have had them screaming “Big Brother” only a few years ago, there is almost an expectation that communications, both online and offline, will be personalised. Coupled with marketers improved understanding of data and their customers, we expect to see the personalisation boundaries pushed further.
Working with clients and their data requirements, we can see a marked shift in the way marketers approach their target market. Marketers have never had as much feedback with how their customers and prospects interact with them and this increased insight leads to improved segmentation and targeting. We expect to see this trend continue through 2015.
So there we go. We’ve nailed our colours to the mast. Happy New Year!!