By Scott McCorkle, CEO of Salesforce Marketing Cloud
The year is starting and you, the marketer, must be outlining your action plan for 2016, certainly reviewing successes and mistakes and trying to anticipate the highlights of next year. To help you, I list below insights on the main marketing trends of 2015 and 2016.
Ad Blocking
In the second half of 2015, ad blocking was one of the main topics of discussion involving marketing technologies, and one of the most important subjects of Ad: Tech, the largest digital marketing event on the planet, held in New York in November. The conversations revolved around the number of users who downloaded ad blockers and the validity of “boring” this program.
As ad blockers are becoming increasingly popular and sophisticated, marketers will increasingly value premium publishers, who focus on relevant ads, consistent with a good user experience and that do not interrupt browsing. In this context, CRM plays an important role in ensuring that any digital communication targets a certain appropriate audience, and is relevant to the position in which this audience is on a consumer journey with that particular brand. Ad blocking is one of many technological developments that, along with mobile devices and apps, are making cookie-based ad tageting less and less relevant.
E-mail marketing
As the lines between the sales, service and marketing departments become less defined, it is clear that the future of marketing is the consumer's journey. And e-mail has become the meeting point of this journey. After all, we log in and receive notifications from Facebook and our favorite apps in our email account. The email drives 30% of all e-commerce sales and 91% of people check their box at least once a day on their smartphones.
Marketers can combine email with insights gained from consumer data collected from communication channels and devices. Thus, they will be able to achieve the high level of customization currently required by the consumer.
The “Law of the One” of Marketing
The economy of the 20th century was based on mass - production, media, consumption and mass transit. But the economy of the 21st century is related to the individual. Consumers want services and products as personalized as possible.
For decades, marketers have focused on segmentation: segmenting people into groups based on demographic characteristics and behaviors to offer more conducive communications. Today we are moving quickly towards personalized media, which means that the audience segments have reached a level of refinement that makes it possible to focus on the individual. It is what I call the “Law of the One” of Marketing.
Ad Blocking
In the second half of 2015, ad blocking was one of the main topics of discussion involving marketing technologies, and one of the most important subjects of Ad: Tech, the largest digital marketing event on the planet, held in New York in November. The conversations revolved around the number of users who downloaded ad blockers and the validity of “boring” this program.
As ad blockers are becoming increasingly popular and sophisticated, marketers will increasingly value premium publishers, who focus on relevant ads, consistent with a good user experience and that do not interrupt browsing. In this context, CRM plays an important role in ensuring that any digital communication targets a certain appropriate audience, and is relevant to the position in which this audience is on a consumer journey with that particular brand. Ad blocking is one of many technological developments that, along with mobile devices and apps, are making cookie-based ad tageting less and less relevant.
E-mail marketing
As the lines between the sales, service and marketing departments become less defined, it is clear that the future of marketing is the consumer's journey. And e-mail has become the meeting point of this journey. After all, we log in and receive notifications from Facebook and our favorite apps in our email account. The email drives 30% of all e-commerce sales and 91% of people check their box at least once a day on their smartphones.
Marketers can combine email with insights gained from consumer data collected from communication channels and devices. Thus, they will be able to achieve the high level of customization currently required by the consumer.
The “Law of the One” of Marketing
The economy of the 20th century was based on mass - production, media, consumption and mass transit. But the economy of the 21st century is related to the individual. Consumers want services and products as personalized as possible.
For decades, marketers have focused on segmentation: segmenting people into groups based on demographic characteristics and behaviors to offer more conducive communications. Today we are moving quickly towards personalized media, which means that the audience segments have reached a level of refinement that makes it possible to focus on the individual. It is what I call the “Law of the One” of Marketing.
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