This year is all about data.
As the Web makes more and more information about users available—from tracking their searches and interactions online to providing demographic, geographic and psychographic details about them—marketers will have an increasing wealth of data they can put to use. Having such access presents opportunities as well as challenges. Now that such information is readily available, marketers can craft personalized messages to deliver to target audiences across platforms, from tablets to smartphones to social networks.
But it also means investing in IT systems at a time when budgets are still being scrutinized, as well as hiring more analytics specialists who also understand marketing. BtoB asked marketers what they see as big trends in a year dominated by Big Data. Here are five key ones they say to watch:
B2b marketers say Big Data makes it possible to market to their customers as individuals, not just business decision-makers.