Forrester Research analysts
Luca Paderni and Shar VanBoskirk recently offered some interesting 2015 predictions for marketing professionals. The brief includes a
special section on preference management where Paderni and VanBoskirk explain:
“Brands that want to better understand
their customers’ needs will finally accept that asking how they want to be
communicated with is often better than guessing.”
It’s an interesting
observation not for it’s central point – the need for preference management is
now commonly accepted – but instead for the way it was phrased. If you read it
closely, you’ll notice that the actual prediction is that brands will “finally
accept” the necessity of sharing control of the conversation. It’s a subtle
difference but one that echoes our experience of working with companies that
face complex personalization and engagement challenges. Many companies recognize
the need to power their personalization efforts with preference management but
not all have accepted that realization with budgeted and actionable projects.
In essence, Paderni and VanBoskirk believe 2015 will be a year of widespread
acceptance.
The section concludes (not
surprisingly) with a bold prediction: “In 2015, preference management will
takes its place as a key item on the marketing road map.”
With all due respect to the
fine folks at Forrester, we believe the marketplace has been ahead of the
analyst community on preference management for some time. As preference
pathfinders, we’ve been on a long journey of education, awareness and
acceptance with enterprise-level companies for years. And we’ve seen many
accept the challenge already.
As for 2015? Your guess is as
good as mine (or Forrester’s) when it comes to adoption of preference
management. But if 2014 is any indication, we’ll have a very busy year.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing
and launching innovative new products and services that fill critical needs in
the marketplace.
With 25 years of experience, Eric firmly believes that
permission-based marketing and preference management is a mega trend and the
path to success for marketers today.
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda
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