Michael Becker, Teradata

Already, 2015 is shaping up to be a year of extreme advancements in marketing. These advancements are changing the way we think about truly connecting with customers by using individualized insights that tell us when, where and how they want us to engage with them. In fact, according to the Teradata 2015 Global Data-Driven Marketing Survey, 9 in 10 marketers believe individualized marketing is a priority.

Professional marketers have long advocated for data-driven solutions to play a role in creating individualized customer experiences. This requires having reliable data and using it to understand the best way to appeal to consumers.

Here are three of the most popular and innovative trends that will help marketers ensure their brands are making the impression they want.



1. Digital Investments Continue to Deliver Relevant Communications

These days, anything not focused on digital is in the minority. Looking forward, many companies expect their digital investment to reach 50% of their marketing budget by 2019, although the average figure is expected to be roughly 40%, according to another recent Teradata study.

It’s increasingly imperative for marketers to leverage the next generation of data collection and analytics solutions to provide relevant and contextual digital communications to customers in the right way.

What can you do now?

Gamifying the digital experience is a trend many service providers and consumer goods companies are adopting. Gamification, the process of involving the user deeply within a brand through interactive, game-like design schemes, contests, competitions, tracking or similar engagements, is becoming an increasingly popular way to enhance the digital experience.

2. Mobile Drives Real-Time, Contextual Marketing.

Mobile marketing is the way to customers’ hearts. It’s no secret that more people are on their smartphones than ever before. There are at present 1.75 billion smartphones in the world—nearly one-quarter of the global population. It takes little convincing to see that this is where marketing needs to be centered. Here’s another thing about phones: they move just as their owners move. Thus, the phone becomes a direct line of access to the people you’re trying to reach via all those other secondary channels.

What can you do now?

Geolocation capabilities enabled by mobile are changing the way brands interact with customers on the go. Geolocation data provides the ability to execute timely and contextual push notifications and offers when and where the customer is located. By marrying geospatial data with Web behavior, a coffee franchise, for example, could offer a discounted beverage to customers within a three-block radius of the store.

3. Social Continues to Integrate into the Enterprise.

Social channels, websites, mobile and email options are now considered standard marketing channels, and they provide new opportunities for marketers through data-driven strategies. In the past year, Facebook and Twitter news feeds have seen an influx of more attention-grabbing stories. That’s because intriguing stories and engaging content are now taking the place of advertising and hard news.

What can you do now?

Optimize social. Any business that puts social media at the center of its marketing strategy will be primed for success. This means turning to more social outlets beyond just Facebook and Twitter. LinkedIn, Pinterest, Instagram and Snapchat are all becoming viable marketing channels to reach younger generations. Consider ways you can create an interactive forum or optimize your blog to present intriguing content. It’s time to rethink how social you really are.

Be On The Forefront Of Change

The twenty-first century will see almost 1,000 times more technological innovation than the twentieth. That’s right—1,000 times more! To that end, 2015 is and will continue to be another year of extreme change, surprise and advancement in the way we look at satisfying our customers’ wants and demands while posting real, measurable results.

Michael Becker is a marketing support specialist with the Teradata Applications team.