7 Game Changing Marketing Trends - Driven By Marketing Analytics
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March 2010 7 Game-Changing Trends Driven by Marketing Analytics
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Transcript of 7 Game Changing Marketing Trends - Driven By Marketing Analytics
March 2010
7 Game-Changing Trends
Driven by Marketing Analytics
04/18/2023 2Confidential © SIGMA Marketing Group 2010
77 Trends: Overview
It’s a new era in the world of marketing. It begins with AND is driven by data.
Marketing is being shaped by ever-increasing streams of data about customers, produced by continuously evolving technologies.
Today’s marketing programs are highly dependent on capturing and making that data work to the marketer’s advantage.
Seven trends that figure prominently in the new world of marketing are contributing to the challenges - and opportunities - for all types of marketing organizations.
They all start with the continuous flow of information that marketers struggle to use in the most profitable ways. I am Kenyon Blunt, CEO at
Sigma Marketing Group.
04/18/2023 3Confidential © SIGMA Marketing Group 2010
Trend #1: The Democratization of Data
The Democratization of Data refers to the fact that… more information is being produced and shared now than at any time in history.
Between Web sites, TVs, mobile phones, social networks, and
point-of-sale technologies, marketers
everywhere are accessing information
and making it work for their own use.
MaterialsFulfillment
Direct Mail
Search
Web Site
Social Media Call center
SalesMedia
ConsumerConsumer
Mobile
24/7
365
In-Store
04/18/2023 4Confidential © SIGMA Marketing Group 2010
Trend #2: The Rise of the Numerati
“The Rise of the Numerati” refers to the
people who have the skills to make sense of all the
data and who are using it to change the world.
They’re the specialists in “customer DNA” Marketing’s latest buzzword and the
genetic code that makes customers
different from one another.
04/18/2023 5Confidential © SIGMA Marketing Group 2010
Trend #3: Computing in the Cloud and the SaaS
Computing in the Cloud
and the SaaS, refers to the wide variety of
resources
now being provided over the Web
to users who don’t control the IT infrastructure
that supports these resources.
04/18/2023 6Confidential © SIGMA Marketing Group 2010
Trend #4: The Media Channel Intensifies
Media buyers are among those who need to adapt first to today’s amazing pace of change and who can testify to this trend.
New media, such as YouTube.com, has surprised media professionals by their continuing growth and popularity.
04/18/2023 7Confidential © SIGMA Marketing Group 2010
Trend #5: ROI is King
Naturally, return on investment is always
important, but even more so in today’s challenging
economy.
And if an organization considers its marketing budget to be an investment, versus an expense, this means that ROI has to be the key performance indicator.
04/18/2023 8Confidential © SIGMA Marketing Group 2010
Trend #6: The Myth of 1:1
The Myth of 1:1 – is highly descriptive.
While history shows that marketers have been trying to find the right ways to “classify” customers over the years, they haven’t truly been efficient or effective.
with the advent of social media,
marketing dialogues are replacing the 1:1 targeting espoused
by database marketers.
04/18/2023 9Confidential © SIGMA Marketing Group 2010
Trend #7: Distributed Marketing
All six of the previous trends combine to create Trend #7.
These are services to small and mid-size businesses (SMBs)
made available through a larger
marketer who acts as an aggregator or consolidator. The
services are delivered via a self-serve Web portal.
04/18/2023 10Confidential © SIGMA Marketing Group 2010
In closing…
In the end, as in the beginning…
it all comes back to data and leveraging it
to build on the success of each marketing program.
Organizations of all types can take advantage of the trends in marketing services discussed here - from the continuous influx of data coming from all types of sources, to making sure the data is used to deliver true return on investment, to the latest in Distributed Marketing services.
The goal for any marketer today is to make the most of the pertinent customer data available and continuously leverage that data to build on response rates and profitability.
04/18/2023 11Confidential © SIGMA Marketing Group 2010
Engaging your customersthrough analytics, strategy and
technology
Our Blog: FifthGearAnalytics.com
Web: SigmaMarketing.com
Twitter: @SIGMA_MktgGrp
Call Toll Free: 888.277.9837Email: [email protected]
Image credits: Salvatore Vuono, jscreationzs , renjith krishnan / FreeDigitalPhotos.net
