The evolution of marketing over the past 50 years brought it from being sales led to being tech led today, and technology will continue to drive this science as it catches up with customers’ interests. People are buying differently, they are smarter and more demanding with what they’re looking for.
It’s a situation many enterprise marketers have encountered in recent years — you have an email service provider (ESP) that isn’t working for your organization’s needs. But the decision maker at your company standing in the way of change is tough to convince. To be fair, changing ESPs is not only hard, but it can be expensive and time-consuming. Campaigns have to migrate over. You have to account for data. Your team has to learn how to use a new tool. It can seem daunting, and the decision maker — whether it’s your CMO, CEO, VP of Marketing, Director of Marketing Operations, or whoever will make the final call — will understandably have a high bar to clear for making such a significant shift for your organization, one that will involve not just Marketing, but Marketing Operations and I.T. as well.
What’s driving the future of email? Who are the big players? What are the top strategies and technologies driving the market? These are questions everyone seems to be asking, but answers on future trends are never easy to come by.
The best way to determine the future is to look at what’s happening now, and look at where the momentum is headed. Here are three trends we spotted that will likely define the future of email marketing:
Recently, the hype surrounding the “Internet of Things” has reached an all-time high. Among enterprise businesses, this has driven and inspired serious concerns over security – this Gartner report’s headline says it all: “It’s Time to Isolate Your Services from the Internet Cesspool.”
Most attacks originate from the public internet, and the more devices that are connected – cars, watches, security cameras, DVRs – the greater the risk for being hacked. The global cost of handling cyber attacks is expected to rise from $400 billion in 2015 to $2.1 trillion by 2019, per Juniper Research.
MessageGears was proud to sponsor the inaugural OMMA Marketing Tech at Internet Week New York on May 18, 2016. The event focused on how marketers can aim technology at their main business objectives without being distracted by the newest, shiniest object on the market. Here are some highlights: