Silverpop: 7 Key Marketing Trends for 2014
Last year, Silverpop declared 2013 the year of the customer. Now, the customer revolution is underway and buyers are in control. To be successful, marketers need to create compelling and fulfilling customer experiences by leveraging every touch point and every interaction to create an experience that is convenient, fun, and meaningful.
In this whitepaper, Silverpop experts outline seven key trends for 2014, plus tactics marketers can implement to make sure they’re shifting technology and strategies to address the customer revolution. In addition, several third-party experts weigh in with their predictions for 2014.
The whitepaper covers the following trends:
- Abandonment remarketing moves up the funnel: What’s next? Browse remarketing! For most companies, there’s a huge number of people browsing their site every day who have previously established an email relationship. These people have already established that they have some affinity for the brand, yet most companies don’t remarket to them.
- Digital acquisition meets the physical world: In 2014 many marketers will be turning their attention to the next untapped opportunity for database growth: physical locations.
- Actionable data becomes a key difference maker: If the data marketers have on a contact is lacking, marketers will be limited in the tools they can use to connect on an individual level. In short, marketing is only as powerful as the data.
- Personalized websites move beyond Amazon and Netflix: By providing a more personalized experience, marketers will find people stay on their website longer, download more offers and purchase more products.
- Location marketing 2.0 arrives: Apple’s announcement of the iBeacon functionality as part of its iOS7 technology is a game-changer for how businesses will conduct location-based marketing in the future.
- Buyer intelligence is no longer limited to the elite: If marketers have been focused on big, high-volume blast messaging, they should (and can!) make it a goal in 2014 to take one or two really intelligent campaigns and layer them into they’re messaging mix, gradually making content more relevant.
- Marketers become the architects of the customer experience: Successful businesses will need to engage with each customer when and where that customer prefers with content that is perfectly tuned and individualized. Of course, this has always been the case to some extent, but now the technology has caught up.
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