The Word for Modern Marketing is “Programmatic”

By Jeanne Roué-Taylor

The real story of the value of big data, the Internet of Things, and data analytics is bigger than any of these trends by themselves. In fact, each of those descriptors is merely a part of a much bigger trend; the backstory that has even greater impact on our lives is the transition to a programmatic world where fast-moving flows of information create automated, immediate, and purposeful actions. Nowhere is this more evident than in the world of a marketer.

Where we once were happy to automate work performed by individuals, modern marketing’s programmatic trend is a step well beyond to the automation of whole complex systems of interaction.

Learn more about trends in the convergence of big data, analytics, and loyalty in this webinar and whitepaper.

Powering this shift is a reliance on the discovery, movement, processing, and consumption of data by machines that can digest and decide in a fraction of the time that it would take a human. Human process isn’t lost—it just happens earlier, in the setup of systems to run in real time as customer interaction takes place. In a programmatic world, it’s all about getting the setup right.

Programmatic Marketing’s Many Flavors

The programmatic world comes in many flavors, but the basic ingredients are common to much of what’s happening in business today—sensors, integration systems, analytics, more integration, event processing, and business rules, feeding intelligent processes that execute autonomously to create value on a scale that scores of humans working diligently could never match. And then even more integration…

Few places show this more clearly than the reminted marketing function of today’s top brands. The creativity of the past is still a requirement, but the new hot skill is in technology—how it works and how to implement and manage it. That’s a risk for many marketers as their past success is no indicator of future performance. It takes a mindset shift and retooling to match the needs of a programmatic marketing paradigm. No single app will do nor will simply hiring a team of data geeks. Moving to programmatic marketing goes well beyond any quick fix, and starts with development of powerful use cases that will drive strategy and choices for skills and technology. The biggest mistake? Choosing foolishly and painting yourself into a technology corner.

Marketing in the Eye of the Storm: The Trends You Must Understand

By Jeanne Roué-Taylor

To say marketing is in the eye of the storm may sound a bit overblown, but it’s an accurate analogy. Customer experience management (CEM), driven by Big Data, mobile, analytics, social media, and a host of other rapidly changing trends, are fundamentally shifting the game away from everything we knew just a short time ago. In the midst of so much change, the most important action to take first is to break down the components of change so that a clear marketing strategy can emerge from that understanding.

Top Marketing Trends for 2014

The trends that are changing marketing this year include the following:

  1. Highly valuable customer data will go unused.
  2. At the same time, marketing will become even more data driven.
  3. Analytics will become a very hot skill.
  4. CIOs everywhere will cede control over marketing data to the CMO.
  5. Actionable models and analytics will steal the show.
These are just some of the topics that will be covered in detail in our upcoming webinar, Top 10 Trends Marketing Trends for 2014, on Thursday, February 13.

Marketing in the Eye of the Storm

Storms aren’t necessarily a bad thing when they bring renewal and fresh business opportunities. For those caught napping, a storm is a bad event that only brings risk of potential failure. Don’t miss the webinar and learn how to make the most of the storm.