James McDermott, Co-founder and CEO of Lytics, Shares What’s Next in Digital Marketing in 2015


With 2014 coming to an end, many industry leaders are sharing their predictions and what they expect from 2015. James McDermott, Co-founder and CEO of Lytics, shares his thoughts on the new year ahead.

Six Digital Marketing Predictions for 2015:

  1. Data orchestration – gathering data together to orchestrate meaningful, relevant campaigns to consumers – will become a critical part of marketing.
  2. Customer Data Platforms will emerge as a new category that’s focused on data unification, transformation and activation. This new category will be differentiated from data transport tools from traditional tag management and analytics vendors such as Tealium, Ensighten and Webtrends and data warehouse vendors such as Teradata and IBM.
  3. Marketers will start to take ownership of the marketing data through marketing tech leaders (not IT) who are technology experts that live in the marketing organization and help deliver data to support marketing use cases. Marketing technology operations will be a new and fast growing role that helps bring database capabilities for marketers.
  4. Simple will continue to replace complex. Simplicity matters and marketers will choose less complicated systems and replace older, more complicated tools of the past (e.g. IBM, Oracle etc.) The consumerization of software will continue and marketing solution providers will move their offerings to be self-service oriented versus ones that adopt lengthy implementation models and high-touch sales cycles.
  5. Solution selling will be replaced with transparency and trials. Today, there’s an avalanche of marketing tools that claim similar features and benefits. Customers will demand transparency through product demonstrations and trials. Software companies will be less about what they say they do, and more about what they deliver.
  6. Marketers will adapt to privacy-conscious consumers. With consumers becoming more aware of how their online behaviors are tracked, transparency will be adopted by digital marketing providers who will need to be clear with how they gather, share and store consumer data. Companies will start to think about the contract they have with their consumers and third party data brokers that buy and sell data from companies.



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