3 Critical Statistics Shaping the Future of Marketing

Today’s seasoned marketers have weathered a slew of digital marketing fads, theories and game changers, from the dawn of email, to 3rd party tracking cookies and counting Facebook likes.

Yet, if there is one thing these marketing vets have learned, it’s that the marketing landscape will never stop evolving. And as channels like mobile, social and the Internet of Things continue to expand, these changes will only come faster and more frequently.

Let’s take a look at 3 statistics shaping the near future of marketing, the brands that have proven to be ahead of the game, and what your business can do to prepare.

By 2016, 50% of all new retail customer identities will be social, compared to just 5% in 2013 (Gartner).

Social login is proven to increase registration conversion rates by as much as 90% by reducing barrier to site entry to just two simple clicks – no username or password required. And while consumers are selecting social login as their preferred method of identity verification, businesses are coming to understand social login as a key vehicle for gaining access to the rich, permission-based identity data needed to create more relevant user experiences.

Leading brands like PacSun, Rue La La and Lancome have already implemented social login across their web properties, giving customers the option to register and login traditionally or with an existing social media account. When users opt to sign-in socially, these brands are able to request access to specific data points that they can then use to personalize customer experiences.

How to Prepare: Developing an effective social login strategy requires a lot more than placing a few social network buttons on your homepage. Like Lancome does in the example above, follow these social login best practices:

  • Provide 3-5 social network login options. For ecommerce brands, be sure to provide users with payment provider options like PayPal and Amazon to pre-populate checkout fields and streamline the purchase process. Reevaluate and optimize login options on a regular basis.

  • Choose networks that collect and provide the specific data points you want to collect. Ask for basic, necessary information at registration, and request additional data points as consumers engage with your brand over time.

  • Give users a reason to register – explain the benefits up front and how their data will be used to give them a more personalized user experience.

  • For more information around social login best practices, check out our Social Login 101 eBook.

US mobile marketing will generate $400 billion by 2015, compared to just $139 billion in 2012 (WebDAM).

It wasn’t all that long ago that cell phones were the size of bricks and a pricey privilege belonging to the upper class elite. But today, mobile is an inevitable and integral component of the customer journey. To put it in perspective, a recent study revealed that 91% of consumers consider their smartphones just as important as their cars and deodorant!

One brand that has done an exemplary job of incorporating mobile into its user experience in an innovative and meaningful way is New Belgium. The Beer Mode app rewards users points for taking mobile-only actions like checking in at the New Belgium brewery and going into “Beer Mode,” which lets them choose from a list of personas that will post on Facebook or Twitter on their behalf while they are enjoying their beers.

Beer Mode enables consumers to stay connected with the New Belgium brand on-the-go while keeping them involved in a larger, overarching gamification strategy that rewards retention and loyalty.

How to Prepare: While making your site responsive is a start, it’s time to start thinking of mobile as an independent piece of the omni-channel picture. Like New Belgium, consider innovative ways your business can use the real-time benefits of mobile to build more cohesive and immersive omni-channel experiences.

The number one roadblock to creating unified customer journeys that effectively span channels and devices is a siloed view of mobile versus desktop data. Select a master database that can effectively aggregate all cross-channel consumer data and activity into a single record of truth that can be relied upon to inform all touch points.

Just over 1100 exabytes of unstructured data were created in 2010, and this number will grow by more than 7x in 2015 (BusinessInsider).

As consumers share more information across a growing variety of touchpoints, the volume of data available for analysis and application is increasing at a staggering rate. 90% of this new data is classified as “unstructured,” containing information around consumers’ relationships, hobbies and preferences that cannot be mapped back to traditional pre-defined database fields.

While this makes unstructured data more difficult to manage, these are the types of data points needed to create the level of personalized user experiences that over 70% of today’s consumers prefer (Digital Trends).

SongKick leverages both structured and unstructured data to deliver a totally customized experienced to registered users. By logging in via Facebook, users give SongKick access to their locations (structured data) and favorite music artists, listening history and social connections (unstructured data). SongKick then generates alerts for users’ favorite artists when they are playing nearby, as well as informs them of which shows their friends are planning to attend.

How to Prepare: Effectively managing consumer data calls for a dynamic database with the ability to reconcile both structured and unstructured data in real-time, without the need to preconfigure database fields. To put this data to use, select a solution that integrates directly with your existing third-party business platforms to ensure consistently relevant user experiences that build upon one another, regardless of channel or device.

These 3 statistics showcase only a fraction of the marketing strategies and tactics that are guaranteed to emerge over the coming years, but they are a good place to start reevaluating and updating your marketing strategy. For further insight into the future of marketing, download our free white paper, 5 Ways Marketing Will Change in the Next 5 Years. 

By Rachel Serpa