While interoperable devices become more and more customary, a range of new applications have been developed for marketers to help collect, sort and filter data from possible consumers.

People in marketing depend upon interoperable devices and applications that can incorporate a range of user statistics from various sources to a viable analytic view of that consumer. With these analyses, they can send direct campaigns targeted to this specific user. The data and analyses will adjust along with their fluctuations in preferences and interests.

If the very first thing is to collect data, the second should be to use the analyses made in a single platform to allocate that data to perform seamlessly with all addressable mediums. Enabling the brand to flow fluidly through all of the digital devices to engage with consumers wherever they are.

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Incorporating predictive analytics

Using integrated data, marketers can quickly identify areas of strong performance. Where they have room for improvement and patterns in consumer behaviour. They can draw upon this information to enhance future marketing tactics and their delivery thereof. But that isn’t all. Platforms that are able to self-optimise, can also build an extensive view of each consumer that will let them predict what the consumer is expected to want and when.

With all of this information, marketers can and should, run personalised campaigns. These campaigns should run at the most opportune times to get and keep customer retention.

The use of these applications and platforms enables marketers to increase their business goals with the consumer.

Adjusting to the new world

Almost all marketers have the understanding that last touch analyses approaches are suboptimal. Possible customers don’t just make a purchase because of one simple interaction, such as seeing an ad on a website, or an email blast from a large retail company on products similar to previous purchases. Yet, few marketers have adopted an active solution to this, they simply keep doing what they have been doing.

An absence of executive buy-in, confusion over procedures and a lack of true insights are just a few of the typical challenges marketers face.

Yet, in the world as it is now, the companies that want their businesses to grow as big as they could be, must embrace this new multi-faceted model with the ability to track consumers’ activity on a range of channels and incorporate the resulting data into a viable marketing campaign. These marketing campaigns should lead to smarter messaging and a better performance by the marketer, which in turn will lead to a happier consumer.

In an industry that is constantly evolving, it shouldn’t come as a surprise that new trends begin to emerge as soon as marketers are adapting to yesterday’s innovation. As we enter this new world of interoperable devices, a move for the company to overhaul its business and to sustain viable marketing campaigns, is of vital importance to maintain a healthy customer relationship.