5 Marketing Predictions for the Next 5 Years
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The next several years will be a transformative period for e-commerce and retailers of all shapes and sizes. Among the challenges marketers will face are the continued explosion of new channels and customer data as well as the rising customer demands for relevance and personalization. The reality of the matter is: marketing is moving beyond human capacity. To deliver on the promise of marketing, marketers will need to rely on a world of data science, machine learning and artificial intelligence, if they are to be successful.
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5 Marketing Predictions for the Next 5 Years
- 1. FIVE MARKETING PREDICTIONS FOR NEXT FIVE YEARS eCommerce 5x5
- 5. FROM MOBILE-FIRST TO MOBILE ONLY
- 6. MOBILE SHOPPING SHOULD BE THIS EASY
- 8. EMAIL MOVES FROM A TRAFFIC CHANNEL TO TRANSACTIONS
- 9. MACHINES FINALLY DELIVER ON THE PROMISE OF PERSONALIZATION
Editor's Notes
- Design: Bold version of slide 1-8 5x5 is a perfect signal https://en.wikipedia.org/wiki/Five_by_five I have often used this to describe a presentation. I sometimes will even ask the audience who knows what 5x5 means? It also maps to 5 marketing predictions for the next 5 years.
- Sean Brady, should have a slide with his name, photo, title, Twitter handles. @seanbrady36 and @emarsys #5x5 introduce yourself, tell a funny story.
- Online and offline fully merge create O2O (online to offline). We live in a world where we go into stores to shop and all the ordering is handle by a roaming data associate and an online purchase is executed and delivered to your house. Stores don’t carry inventory, they only have displays and options for sizing. This goes for clothing, funiture, and many other retail experiences.
- Online and offline fully merge create O2O (online to offline). We live in a world where we go into stores to shop and all the ordering is handle by a roaming data associate and an online purchase is executed and delivered to your house. Stores don’t carry inventory, they only have displays and options for sizing. This goes for clothing, funiture, and many other retail experiences.
- We move from a world where we are focused on designing for mobile and it become the primary platform. Retailers will finally fully alter the online shopping experience from responsive to completely mobile shopping experience. Mobile Only will be different. It will not be just smaller more responsive websites and shopping experiences, it will be shopping on a mobile device. Why hasn’t someone Tinderized and Ubered the online shopping experience. You swipe left and right and up and down. And when you are ready, one click, you buy and it shows up at your house.
- Why did Facebook buy Oculus? Could it be for shopping? Facebook is advancing on several fronts including the implications of Virtual Reality on their platform but more importantly what the development of Facebook money will mean. Facebook becomes the largest shopping platform in the world and social commerce comes into prime time.
- Historically email has always been a winning channel for retailers. It drives traffic, engagement, and ultimately transactions on your website or mobile application. Can you imagine a world where emails have an embedded “Buy Now”, button. Yes, you will be able to send emails directly to your customers and have them transaction/shop directly inside the email. Has anyone in the room tested Gmail Money Transfer. Google sees what I see. Email will become one of the largest transaction platforms on earth, moving well beyond being a traffic channel. Google has developed Pony Express as a means to pay bills directly inside of emails.
- Personalization is not a new concept. Shop owners for hundreds of years have pursued a personalized experience for consumers. The local store owner knew your family, your birthday, what you liked, and if you forgot your wallet, would say “Sean, pay me next time”. No one in this room is trying to do LESS personalization. But with the explosion of channels, data, customer records, and 1000s of variations on a personalized experience, human driven personalization using drag and drop campaign builders simply doesn’t scale. We move beyond the human capacity of personalization into a world of neural networks, machine learning, and artificial intelligence. The machines finally deliver on the promise of personalization. Everyone in this room has a machine that drives your campaigns, picks the content, the offers, the discounts, the channels, and yes when to communicate to your valued customers.