The Relevancy Group’s 2017 Marketing Predictions
It is that time of year again, to focus in on what we at The Relevancy Group think marketers will be doing in 2017. In no particular order we believe the following will be capturing the marketers’ attention.
- Mobile Drives Real-time Data and Location Utilization. One-third of marketers told us that utilizing real-time data was a top priority for them in 2016. We witnessed that adoption rise through the adoption of adaptive content vendors such as Power Inbox, Movable Ink, LiveClicker and the like. The mass utilization of mobile phones will also increase marketer’s application of real-time data such as location. Sixty-two percent of US consumers are on their mobile phone every 3 hours or more frequently and overall one-third of consumers state their phone is their primary email device. Utilization of location data to target marketing will increase in 2017. Additionally email marketers will increase their utilization of universal linking to mobile apps via solutions such as Branch.
- Increased Utilization of AI and Machine Learning. Marketers will began to embrace and hug the machines. Artificial Intelligence (AI) is impacting personalization, with solutions that are leveraging customer behaviors to learn from them and predict the new best offers to present to customers. In a Relevancy Group executive survey we found that 38% of marketers were already utilizing such machine driven Martech and another 33% stated that they plan to implement it in 2017. We expect marketers to become more efficient and effective through the utilization of machine driven learning.
- The Rise of Madtech and People Based Marketing. At The Relevancy Group we refer to the collision of Martech and Adtech, Madtech. This allows for CRM-customer data to be utilized in advertising efforts to identify individuals across channels, and also taken anonymous unknown online profiles and make them known individuals. This will give rise to People Based Marketing, the ability to effectively target consumers online and as an individual which will make online display advertising more effective and efficient. In our 2016 research we were able to prove that marketers that were practicing People Based Marketing had double the online revenue than those that were not doing this. We expect to see more rapid adoption of these Madtech tactics and strategies in 2017.
- Greater Use of Attribution and Flattening of Silos. One of the top five 2016 email marketer priorities was to increase the utilization of analytics and attribution. We believe that marketers will increase their utilization of attribution which will in part be driven by the utilization of Madtech and People Based Marketing. Attribution will not only improve the accurate measurement of marketing programs but can also be an instrument to flatten the siloed marketing department. The majority of marketers’ state that their marketing department operates with no common goals and that channels operate independently. We expect marketing organizations will begin to break down silos to deliver a consistent customer experience in the era of Madtech and People Based Marketing.
Wishing you Happy Holidays and all the best for 2017.