Consumers will embrace Experience Management as they realize the cookie is not always a foe.
Experience Management allows companies to (some degree) direct specific messages to individual target groups and to funnel down engagement to 1-to-1 conversations.
Market will rapidly grow from bespoke to out-of-the-box
Experience Management is just starting to come into popular play in the marketplace. Amazon.com distinguished itself from rivalries by developing its own bespoke web technology, which we now label Experience Management. The principal catalyst that will drive forward adoption of Experience Management technologies in 2012 is that it is now being productized -- making it reasonably cost-efficient to adopt by a larger group of organizations. In 2012, Experience Management technology can be purchased out-of-the-box and customized.
Marketers will waste less time
Web presence is now typically owned by marketing and sales and other business units. Typically these departments now understand the value in having web platforms that allow them to control the content and marketing processes on their websites in real time without IT’s support. These departments know what their web visitors respond to and in 2012, such organizations will embrace the value of being able to deliver a customized web experience.
The role of IT will change but not downsize
But while IT has been able to offload daily website management activities to marketing and business units, they won’t be completely detached. Experience Management requires more dynamic integration across other departments -- the more data that is available, the more the individual experience can be adapted.
Companies will change how they measure success
As companies integrate Experience Management platforms, they will develop their expertise in modifying elements of the experience to increase conversions and sales. The measurement of success will become more granular. As these companies change the parameters, the ways they define success will change as well. Quite possibly Engagement Analytics will become the norm --and will become synonymous with “Analytics” or “Web Analytics."
The economy sparked investment
The economy is a strong driving factor for the rising adoption of Experience Management. Early adopters have proven that Experience Management can make Return on Investment easier to define. With many companies still battling against the weak economy, the ability to target and measure their web marketing efforts will catapult the adoption of this technology: many companies feel they don’t have time to wait and watch. For them, adopting Experience Management is a cost-saving measure: they’re betting the total cost of ownership will be minimal compared to the gains in profits.
People are demanding better web experiences
Many people are concerned about privacy and are fearful of the information companies are able to track and record. However, there are also a growing number of people who understand how, why and what information is being collected and have developed an appreciation of how this information improves their user experience. Many consumers appreciate the direct approach -- when it is well targeted and tailored to us -- we increasingly see the value, therefore, finding this kind of marketing unobtrusive. As the mass market becomes aware that such technology exists, and that it does not need to be invasive, consumers will be begin to demand it and look down their noses when companies fail to use it and continue to broadcast messages. People will disengage if the experience isn’t right or doesn’t fit their expectations.
Let’s not forget that people’s buying habits are largely fuelled by comfort and convenience.