I'll share below what I think will be most important marketing technology trends of 2014.
Customer Data Platforms mature. Systems that build such databases for specialized purposes such as lead enhancement, cross-channel campaign management, retention programs, and advertising audience management will increasingly provide more value to their clients by exposing the databases to other execution systems.
Digital advertising and customer marketing converge. Data management platforms, which store semi-anonymous cookies for online ad networks, will converge with conventional customer databases, which store profiles tied to actual identities. The advantage will be marketing programs that span both channels, delivering personally targeted information via display advertising and simplifying personalized marketing on mobile platforms that don’t support conventional cookies.
Predictive analytics finally take center stage. More accessible customer data and broader opportunities to deliver personalized messages will support the long-expected mass deployment of automated predictive analytics tools.
The privacy dog won’t bark. Efforts to limit such tracking through government regulations will not result in significant limitations, at least in the United States.
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