There is no shortage of predictions and prognostications about the future of marketing at this time of year. Some of them may be fantastic while others are rooted in reality. Writing for Cross-Channel Marketing Insider, Katrin Ribant, co-founder of Datorama, offers three predictions for marketing that should act as a wake-up call to marketers in 2016.
First, she sees the rise of a function in marketing called the "Chief Marketing Technologist" (CMT) -- a kind of hybrid of a CMO and a CIO. Writes Katrin, "As omnichannel marketing analytics has become the standard for marketing departments, CMTs will start to reengineer internal marketing roles and responsibilities with a greater focus on becoming an analytically driven department."
Second, Katrin thinks spending in the IT area as it relates to omnichannel marketing will increase. "I see 2016 as the year that recommended actions come into the limelight as CMTs pursue analytic solutions with omnichannel positioned right in the middle of it all," says Katrin.
Third, she believes marketing will take on a new, expanded role and be central to the success of any business. While it may be unthinkable to some, Katrin writes that "through optimized customer acquisition, the marketing department will become the owner of improving the sales cycle, as well as ensuring that customers continue to have positive interactions with their brand in an effort to keep them loyal. The only way this can happen is through effective cross-department analytics."
Read Katrin's thoughtful article here. What's your take on her predictions?