Small businesses owners can often feel like Goldilocks when selecting services. A database might be too small, or a technology solution might be too big. But rarely do they find services that fit their needs. Global insurance company Hiscox sought to change all of that by using data and segmentation to deliver personalized experiences that are just right.
At Direct Marketing Club of New York's Annual Outlook luncheon, keynote speaker Bruce Biegel told a rapt audience that spending on “direct and digital” marketing will increase about 5.5% in 2014. Biegel, senior managing partner for Winterberry Group, also said that the management consulting firm expects U.S. digital ad spending to reach $50.6 billion in 2014, up 14% over 2013.
One thing about marketing, it's never boring. Change and challenge are ever-present. In fact, 2014 promises to be filled with as much opportunity and angst as last year.
At Direct Marketing Club of New York's Annual Outlook luncheon, keynote speaker Bruce Biegel senior managing partner of Winterberry Group, not only shared the management consulting firm's predictions on 2014 marketing spending (e.g., “direct and digital” marketing spending will increase about 5.5%), but he also revealed 10 marketing trends to watch....
For many consumers this most recent holiday season can be best described as an overload. In addition to lots of parties and an abundance of food and drink, they were also exposed to more brands and holiday offers than usual—and many consumers were tempted to “cheat” on their usual loyalties. They descended upon stores looking for the best deals, and, more often than not, put aside their brand expectations until after the holidays. In fact, we could call the holiday shopping period “a celebration of the distracted customer.”
Marketers have kind of a bad rap. Their ability to get along with customer service and sales has long been questioned. Now the same is happening with marketing and their technology counterparts in IT, web development, and the like. But succeeding at these relationships has become an imperative. Marketers use more and more technology to communicate with and engage customers, and even with the proliferation of SaaS tools, they can't go it alone.