7 Game Changing Marketing Trends - Driven By Marketing Analytics

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It’s a new era in the world of marketing.
It begins with AND is driven by data.

Marketing is being shaped by ever-increasing streams of data about customers, produced by continuously evolving technologies.

Today’s marketing programs are highly dependent on capturing and making that data work to the marketer’s advantage.

Seven trends that figure prominently in the new world of marketing are contributing to the challenges - and opportunities - for all types of marketing organizations.

They all start with the continuous flow of information that marketers struggle to use in the most profitable ways.

Explore the idea of distributed marketing, marketing roi, numerati and the impact on marketers, the increased availability of data from multiple marketing touch points. What does it all mean?

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7 Game Changing Marketing Trends - Driven By Marketing Analytics

  1. 1. 7 Game-Changing Trends Driven by Marketing Analytics<br />March 2010<br />
  2. 2. 7<br />7 Trends: Overview<br />1/18/2011<br />2<br />Confidential © SIGMA Marketing Group 2010<br />It’s a new era in the world of marketing. <br />It begins with AND is driven by data. <br />Marketing is being shaped by ever-increasing streams of data about customers, produced by continuously evolving technologies. <br />Today’s marketing programs are highly dependent on capturing and making that data work to the marketer’s advantage.<br />Seven trends that figure prominently in the new world of marketing are contributing to the challenges - and opportunities - for all types of marketing organizations. <br />They all start with the continuous flow of information that marketers struggle to use in the most profitable ways. <br />I am Kenyon Blunt, CEO at Sigma Marketing Group. <br />
  3. 3. Trend #1: The Democratization of Data<br />The Democratization of Data refers to the fact that… moreinformationis being produced and shared now thanat any time in history. <br />1/18/2011<br />3<br />Confidential © SIGMA Marketing Group 2010<br />24/7<br />Direct Mail<br />Sales<br />Email<br />Between Web sites, TVs, mobile phones, social networks, and point-of-sale technologies, marketers everywhere are accessing information and making it <br />work for their own use. <br />Mobile<br />Consumer<br />Materials<br />Fulfillment<br />Search<br />365<br />Web Site<br />Call center<br />Social Media<br />Media<br />In-Store<br />Consumer<br />
  4. 4. Trend #2: The Rise of the Numerati<br />1/18/2011<br />4<br />Confidential © SIGMA Marketing Group 2010<br />“The Rise of the Numerati” refers to the people who have the skills to make sense ofall the data and who are using it to change the world.<br />They’re the specialists in “customer DNA” <br />Marketing’s latest buzzword and the genetic code <br />that makes customers different from one another.<br />
  5. 5. Trend #3: Computing in the Cloud and the SaaS<br />1/18/2011<br />5<br />Confidential © SIGMA Marketing Group 2010<br />Computing<br />in the Cloud <br />and the SaaS,refers to the wide variety of resources<br />now being provided <br />over the Web<br />to users who don’t <br />control the IT infrastructure <br />that supports these resources. <br />
  6. 6. Trend #4: The Media Channel Intensifies<br />1/18/2011<br />6<br />Confidential © SIGMA Marketing Group 2010<br />Media buyers are among those who need to adaptfirst to today’s amazing pace of change and who can testify to this trend. <br />New media, <br />such as YouTube.com, <br />has surprised <br />media professionals <br />by their continuing <br />growth and <br />popularity. <br />
  7. 7. Trend #5: ROI is King<br />1/18/2011<br />7<br />Confidential © SIGMA Marketing Group 2010<br />Naturally, return on investmentis always important, but even more so in today’schallenging economy. <br />And if an organization considers its marketing budget to be an investment, versus an expense, this means that ROI has to be the key performance indicator. <br />
  8. 8. Trend #6: The Myth of 1:1<br />1/18/2011<br />8<br />Confidential © SIGMA Marketing Group 2010<br />The Myth of 1:1– is highly descriptive.<br />While history shows that marketers have been trying to find the right ways to “classify” customers over the years, they haven’t truly been efficient or effective. <br />with the advent of <br />social media, <br />marketing dialogues <br />are replacing the 1:1 targeting espoused by database marketers. <br />
  9. 9. Trend #7: Distributed Marketing<br />1/18/2011<br />9<br />Confidential © SIGMA Marketing Group 2010<br />All six of the previous trends combine to create Trend #7.<br />These are services to small and mid-size businesses (SMBs) made available through a larger marketer who acts as an aggregator or consolidator. The services are delivered via a self-serve Web portal. <br />
  10. 10. In closing…<br />In the end, as in the beginning… <br />it all comes back to dataand leveraging it to build on the success of each marketing program.<br />Organizations of all types can take advantage of the trends in marketing services discussed here - from the continuous influx of data coming from all types of sources, to making sure the data is used to deliver true return on investment, to the latest in Distributed Marketing services. <br />1/18/2011<br />10<br />Confidential © SIGMA Marketing Group 2010<br />The goal for any marketer today is to make the most of the pertinent customer data available and continuously leverage that data to build on response rates and profitability. <br />
  11. 11. Engaging your customersthrough analytics, strategy and technology<br />1/18/2011<br />11<br />Confidential © SIGMA Marketing Group 2010<br />Our Blog: FifthGearAnalytics.com<br />Web: SigmaMarketing.com<br />Twitter: @SIGMA_MktgGrp<br />Call Toll Free: 888.277.9837<br />Email: SIGMAinfo@sigmamarketing.com<br />Image credits: Salvatore Vuono, jscreationzs , renjithkrishnan / FreeDigitalPhotos.net<br />

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