Marketers are constantly studying trends and looking towards the future in hopes of finding that next big thing. In today’s digital age, marketing has become more personalized. Social media has enabled marketers to engage instantaneously with customers and get feedback in real time. We’ve seen marketing become mobilized with the wide adoption of smartphones, tablets, smart watches, and mobile apps. Marketing has been integrated into new platforms and customers are being reached in ways we could have never imagined only a decade ago.
The digitalization of marketing has led it to become data driven. There is so much more data available for marketers today to be able to make well-informed decisions on the direction of campaigns. Marketers can use this data to pinpoint their target market and drastically improve the quality of leads passed to sales. However, with the massive quantity of data available, knowing how to manage it and best use it can be an overwhelming task for even the most seasoned marketing professionals.
I’ve turned to two top executives that are true experts in both marketing and big data to give us some insights into the future of data-driven marketing. Theresa Kushner is the Vice President of Enterprise Information Management at VMware and author of B2B Data Driven Marketing. Josh Mueller is the Senior Vice President of Digital Demand Generation at Dun and Bradstreet.
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