Whenever I have the opportunity to chat with a thought leader in the marketing industry, I always like to ask: What trend do you think will be next year’s buzzword?
In 2014, many professionals said 2015 would be the year of personalization — a prediction that, as it turns out, may have been a little too hopeful.
There are a few reasons personalization hasn’t taken off as well as anticipated, but not one of these reasons is a reluctance to personalize. It’s not a matter of failing to grasp the merits of creating more relevant and better-targeted messaging, but a matter of mastering everyone’s other favorite buzzword and slated 2016 MVP: big data. Or, more specifically, obtaining, organizing and applying the exabytes of consumer data currently up for grabs all across the World Wide Web…
