Monday, May 27, 2019

The Future of Digital Marketing


According to Forbes, there are over 2.5 quintillion bytes of data created every day. It’s impossible to wrap our head around the present-day figure, and it’s only getting larger by the month.

For product owners and marketers, data can be a good thing. It has helped them better understand their customers and create more engaging experiences that fuel retention and revenue. But as they’ve also learned, too much of a good thing can be bad. We’ve reached a tipping point where we’re drowning in data. These days, we are inundated with so much data it’s become impossible to identify what data is helpful and make good use of it.

At the same time, customers are demanding a more and more personalized experience. This presents a catch-22, where marketers need to use data to deliver the type of personalized experience our customers demand, yet they get bombarded with so much data it can be paralyzing. As a result, the customer experience is suffering at a time when their expectations have never been higher.

The solution to this conundrum is digital intelligence. Over the next few years, marketing platforms have to develop new tools and techniques that will make it easier for marketers and product owners to use data and deliver a personalized experience to every customer.

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Original article written by Aaron Sawitzky.

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