Everyone wants to know the most important trends of the new year for their marketing program. After reading thousands of posts and reports and sifting through corresponding data about marketing, these are my five bold predictions for 2014.
Why, why, why create yet another type of marketing?
Well, I’m not. It’s just a metaphor for emotionless marketing without personality, a danger we face in the age of marketing automation.
Vulcan marketing refers tongue in cheek to an over-focus on big data driven algorithms, automated paths, statistical decision making and content decisions.
For those of you not familiar with Star Trek lore, Vulcans do not experience human emotions. The beauty of Spock’s character — half Vulcan and half human — were his struggles to embrace humanity, much like today’s marketers.
Today’s release of Hubspot 3 marketing automation software at the Inbound Conference marks the rise of dynamic content, a method of customizing the way individuals view content, images or actions. Now small and medium enterprise marketers can easily deploy dynamic content segmented by niches.
Dynamic content harnesses database marketing to serve unique content to people based on a wide variety of factors, including their sales history, social media preferences, historical content preferences, and prior interactions with the company.
Delivery mechanisms for dynamic content include both online web pages and forms, and emails. Of course, if you engage in direct mail, you can deliver print pieces based on segmentation and individual preferences (depending on your vendor).
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