Friday, December 14, 2012
Over the next several weeks, we will be sharing predictions on the future of marketing from 25 industry thought leaders. These predictions have been compiled in our new whitepaper, Inspired Marketing Predictions for 2013. Today, Jeff Eden of DEG Digital shares his thoughts.
The Year of “Omnichannel”
Most organizations are collecting and using data to drive sales and help decisions. However, few are truly taking advantage of the opportunities in front of them to leverage that data for successful, meaningful, sustainable engagement— usually erring by being too focused on tactics without cohesive lines back to the organizational objectives.
Doing this means highly sophisticated data organization and significant analytical firepower, along with seamless front and back-end systems integration and an omnichannel approach to marketing. To be successful, this approach must be an ongoing strategic effort and cultural mindset—not just something you set and forget.
In 2013, you’ll begin to see the most successful marketers creating ever more sophisticated and effective cross-channel marketing experiences. The customer touchpoint data that is shared between a brand’s website, email, social interactions, and mobile will lead to cross-channel content, product, and experience personalization like never before. This will most certainly manifest itself in both on and offline experiences.
There will be nearly 140 million smartphones in the hands of US consumers by the end of 2013, and according to e-Tailing Group Inc., roughly 80% of retailers have indicated that they will invest in mobile commerce in the coming year. Couple those figures with the technological advancements in analytics, cross-channel message delivery, geo-location, and content personalization, and I believe that the personalized, integrated, experiential marketing portrayed in Steven Spielberg’s 2002 movie, Minority Report, is about to become a reality.
As digital marketers, we couldn’t be living in more exciting times.
Jeff Eden serves as Digital Evolution Group’s Chief Sales Officer and leads all sales and business development activities for the firm. Mr. Eden brings over 15 years of successful sales and marketing experience in the information technology services, publishing, and travel industries. His background includes sales leadership and management roles at groundbreaking companies such as Bell Canada, Critical Path, Abridge, and YellowNet Inc, the Internet’s first yellow page portal.