This article was originally published by Andrew Cherwenka, Authintic’s CEO, on Huffington Post.
Big data was the big thing in 2013. According to execs in marketing, technology and research, 2014 will be all about personalization. Here are five of the most talked about marketing predictions from across the web.
Machine Learning Will Disrupt Every Business
For marketers planning their 2014 priorities, it’s a good rule of thumb to listen to the industry’s most powerful billionaire on the front lines.
“The biggest disruptor that we’re sure about is the arrival of big data and machine intelligence everywhere. The ability to find people, to talk specifically to them, to judge them, to rank what they’re doing, to decide what to do with your products… (it) changes every business globally.” – Eric Schmidt, Chairman, Google
Big Data Will Become Smart Data
The marketing insights report used to be the crown jewel of data. But according to a leading researcher, those guiding nuggets for the masses are no longer enough.
“Marketers will start contextualizing their data, drawing even richer insights, and using those insights to create not just more relevant, but personalized campaigns and experiences. In short, 2014 will be the year that marketers begin to turn big data into smart data.” – Melissa Parrish, Principal Analyst, Forrester
Recommendation Engines Aren’t Just For Giants>
Amazon, Netflix, and Apple are the kings of recommendation engines. Those personalized messages — “If you liked this book/movie/song then you might like these” — drive huge revenue. For marketers and agencies without a staff of data scientists, predictive analytics providers are leveling the playing field.
“True personalization of customer experience will stop being reserved for a select few and will need to become an operational principle for any marketer who wants to remain relevant in an increasingly fragmented and regulated environment.” -Tamara Gruzbarg, Senior Director of Analytics and Research, Gilt Groupe
Permission Marketing Goes Beyond Loyalty Programs
Loyalty marketers are experts at successfully collecting some of our most private data, from drug store purchases and hotel stays to travel destinations and food preferences. In 2014 those skills will extend to marketing vehicles beyond the points card.
“Expect marketers to explore new, creative ways of reaching consumers who prioritize privacy.” – David Berkowitz, CMO, MRY
Authentication Will Take A Bite Out Of The Cookie
Tracking our online behavior was easy when we all sat at one computer. But the much-maligned cookie — that little text file that follows us from site to site — loses its power when we switch devices (laptop, tablet, mobile) and use apps.
For anybody serving ads, relevance will increasingly require some kind of authorization (the “auth-in”) by each person, which brings us right back to permission marketing and machine learning
“The ad tech community would have to move beyond the cookie to evolve in the multi-device, web vs. app, iOS vs. Android world.” – Adam Berke, President, AdRoll
These predictions are good news for consumers of all types, from the fiercely private to those expecting personalization. Look to savvy marketers and ad tech providers to cater to both sides in 2014.
Supplemental Information About A Successful Home Business
Are you thinking of starting a home-based business?
You must keep separate phone lines for business phone. A business that wants to be known as professional and established always has a message specific to it, thus lessening the chances of the wrong person answering the phone.
Determine the time of the day in which you refrain from taking business calls each day. Remember your family, friends, and your social contacts.
Give them a discount or a freebie to help jump start your company started. Encourage people to share your name. Word of mouth advertising can be really effective.
Provide incentives for those customers that refer friends to your firm. These also encourage repeat business and loyal customers.
You can find business card offers online for free or cheap online. You should always include your vital contact information, like your name, phone number and email address. Include your business’s email address and the URL to your website on the card. This will make it easier for your customers to reach you easy to get a hold of.
You can find great support for the home business forum with others who are doing what you do. You will learn that there are many home business owners.
Look for business supplies that are sold at wholesale pricing. The internet is a wealth of information for this type of purchase, and you will find competitive prices on the supplies you require. Your sales tax certificate will give you to purchase supplies in this manner.
You must promote your home business every chance you can. You should bring up your home business to promote it.
You will need help if you have a lot of kids to care for.
It can be extremely easy to get buried in your work when you live and work in the same place.
Discuss your business expenses with an accountant to learn about write offs for your taxes.Things like mileage are just two examples of write-offs.
Seek out the locations of your visitors and make an effort to communicate with them directly. You can use the Internet, but this is no substitute for face-to-face interaction.
With the information found here, you’ll be ready to make your business that much more rewarding. Having a good home business takes a little bit of work at first, but it is possible. Apply the tips in this article and your business should be off to a smooth and rewarding start.