As 2016 is coming to an end, our CEO, James Green, has taken the time to look back at important marketing trends of 2016. From cross device, point solutions, attribution and email marketing, reviewing these trends helps marketers stay ahead of the curve by distinguishing what will come and go in 2017.
In this month’s Marketing Land column, James gives us the lowdown of the importance of consolidating advertising and marketing technologies. This consolidation – known as MadTech – is what will distinguish the strong from the weak, as companies compete for marketing dollars across channels and find ways for their platforms and data to give them a competitive edge.
Other key trends from James’ 2016 year in review column include:
Cross-Device Took Charge in 2016
This year, it was more common than not for marketers to have found ways to reach people across their devices, either through probabilistic or deterministic techniques. Mobile has also become more like desktop as we see more people using smartphones and tablets to browse and purchase products. We should expect for cross device to continue to be thought of as a natural part of any marketing strategy.
Point Solutions May Have Caused More Harm Than Good
There is no doubt that there’s been a flood of solutions aimed at solving marketing challenges across different channels. Yet, few solutions offer a holistic approach through data and execution that empowers marketers to use one unified database to power their marketing across different channels and that can ensure that their strategies from prospecting to retention are working together.
We’re Still Plagued By Attribution, But 2017 May Change That
Another year has come and gone and last click and a siloed view of your marketing performance still plagues marketers on a daily basis. While we have not yet solved that challenge, we should expect to see advancements in making attribution more actionable.
Email Will Continue to Shine in 2017
Email continues to reign as the favorite channel for 1:1 personalization. And email is only going to get better at delivering the right message, when it matters most as new information is used to optimize triggered emails.
As we begin to plan for 2017, it’s important to look back on all the advancements 2016 has brought us. You can read the full column, “The MarTech Lowdown: 2016 Trends in Review and A Look At Our Bright Future” on Marketing Land.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.