Predictive Marketing Trends in 2018 and Beyond


Predictive marketing is more than just a buzzword in the modern marketing landscape. Let’s take a look at the various trends in predictive marketing in 2018 and beyond, and how artificial intelligence (AI) is changing the marketing landscape. We’ll use both of these pieces of information to determine where predictive marketing is going in the future.

Predictive Marketing and How to Use It

Put simply, predictive marketing is a marketing plan formulated from insights provided by platforms that track and store every interaction that a consumer has with a brand. Insights are provided across all platforms – mobile, web and email – and are then compiled into data for use with predictive marketing.

Predictive marketing solutions come in a variety of formats, such as predictive email solutions (emails that clients receive based on past buying history), predictive web recommendations (websites that personalize the user’s buying experience based on past visits), and predictive mobile solutions (mobile recommendations based on past mobile use – this can also be geo-targeted based on the user’s actual location.

How AI Is Changing Marketing as We Know It

Artificial intelligence is one of the most important factors in today’s predictive marketing trends. According to Forbes Magazine, artificial intelligence is poised to “automate” certain consumer decisions, especially as its adoption becomes more widespread and consumers start to feel more comfortable interacting with it.

However, for all of the potential that AI can provide to marketing, it is still considered an emerging technology. As predictive marketing grows beyond 2018, so will the use of AI. As of right now, the data acquired from AI is little more than an algorithm, and it’s difficult to create a marketing plan around little more than numbers. “Understanding AI and its powerful potential to shape marketing are critical. Even more critical is thinking about what the future should look like in a world where marketers’ and consumers’ thoughts and behaviors are influenced by, or even completely managed, by intelligent, data-hungry and analytics-based software applications,” says ForbesOpens a new window .

Predictive Marketing Trends in the 21st Century & Beyond

Here are a few things that can be expected in 2018 and beyond, according to CIO:

• “Big data” needs to be converted to “big sales.” Thanks to the Internet of Things (IoT), it’s not enough for websites to have endless wells of information in the form of data. Rather, this data must be used to market to customers effectively.

• To that end, then, the CDO – or Chief Data Officer – will begin to play an important role in companies across all sectors. The person who is the gatekeeper of all this data will hold the “key” to an effective marketing campaign.

• Additionally, the role of the data curator will begin to rise. To put it simply, it’s not enough to merely have a whole bunch of data (known as a “data lake” in the industry). Rather, it’s important to know what that data means, and what to do with that data when it’s in a company’s hands.

• Finally, but certainly no less important, data governance strategies (including insights into privacy) will be essential for all upper-level executives. “Companies that rely on consent for all their processing operations will no longer be able to do so, and will need other legal bases (i.e., contractual necessity and legitimate interest). Companies will need to implement a whole new ecosystem for notice and consents,” says CIOOpens a new window .