Highlights from the Annual Unica Marketing Survey

brief contents:

1. Marketers will bridge the gap
between analysis and action (finally!)

2. Marketers will let customers lead
the dance by taking advantage of
inbound interactions.

3. Marketers will leverage online
behavioral data to help turn data
into action.

4. To keep email relevant,
marketers will focus on
improving integration,
segmentation, and targeting.

5. “Free” online marketing
tools will get expensive.

6. Channel proliferation will
drive the need to nurture
new channels.

7. Social media will experience
growing pains.

8. Marketers will treat mobile as
a device with many channels,
not a single channel.

9. Interactive marketing will
reach the tipping point as a
dominant marketing discipline.

10. Marketers will get
more serious about using
cross-channel attribution
to understand marketing
effectiveness.

11. Adoption of an integrated
marketing suite will accelerate.