What’s next? 5 Trends Social Media Marketers Should Watch Out For in 2015

Big Data Personalization from Leading Industry Experts

2015 is the year when mass personalization finally gets done right!

Another year just passed by. This was the first one in SpringTab’s journey with popularizing content mass personalization. We couldn’t be more excited! 2014 meant lots of ups and downs, acquiring the first customers, putting in long hours of development, and formulating a team that made this all possible.

At the end of the year, we are in the office, facing the beautiful Budapest sight, and making plans: where to focus in 2015? In the last couple of days we crammed so much information on trends and predictions, and formed a view on what is going to happen in 2015. Here’s what we expect in our own market, content personalization, and in the $125 billion big data and analytics market.

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$125 billionbig data and analytics market

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#1. Big data will prove itself

“Big data is yet to prove itself when it comes to personalization (…) and we are seeing very promising signs. (…) In the future, it will lead to leaps in conversion”.

- Ben Huh, Cheezburger

#1. Big data will prove itself

InformationWeek:

2014: The year of Apps Leveraging Big Data

2015: The year of harvesting, as businesses will have the platforms integrated into their data systems to deliver real ROI business results

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#1. Big data will prove itself

"As data becomes more accessible and analytic tools become easier to use (…), in 2015, anyone with the right tools can draw powerful insights from data.”

- Lukas Biewald, data-mining expert, CrowdFlower

www.idc.com/getdoc.jsp?containerId=prUS25329114

#1. Big data will prove itself

This is what SpringTab stands for: • Analytics • Brands should be able to

• Interpret a wide range of data • Analyze user behavior • Personalize content to match the

needs of their usersAN INTUITIVE TOOL THAT DOES NOT NEED A DATA SCIENTIST

springtab.com

“If you’re an e-commerce company and you’re not analytics-focused in

2015, you’re in trouble” - Soraya Darabi

http://twitter.com/sorayadarabi

#2. Buying and selling data will become mainstream

“70% of large organizations already purchase external data and 100% will do so by 2019. In parallel more organizations will begin to monetize their data by selling them or providing value-added content.”

- IDC Report

www.idc.com/getdoc.jsp?containerId=prUS25329114

#2. Buying and selling data will become mainstream

We, at SpringTab believe that this trend has a tremendous impact, and raises the quality issue.

In 2015 the question won’t be whether companies buy data, but if the quality of the acquired data is good enough to serve its purpose. Like will an e-commerce company generate more sales based on the extra user info?

#2. Buying and selling data will become mainstreamThere are three types of “layers” about users.

1. The first is the social layer, which is readily available leveraging social networks.

2. There is also user behavior, which can be extracted using an analytics tool on the website; this type includes heat maps and mouse tracking.

3. Finally, sites (especially e-commerce portals) can use shopping behavior of their users

At SpringTab, we think that the highest ROI can be achieved integrating the three layers, to maximize impact according to Dave McClure’s AARRR model. For 2015, the three layers will unite with the domination of the social layer.

#3. Personalized content is a must and will be easier to produce

In 2015, many brands, who have not realized the power of personalization, will try personalized content and they will realize the positive impact it will have on

“increased customer loyalty, improved revenue, and better understanding customers” – as Gagan Mehra, industry expert

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Three levels of adaptive content should be identified:

1. Very simple adaptations, such as rearranging the order of pictures or articles based on the user’s interest, so that it gives an increased user experience.

2. A second level is personalized landing pages or sites that differ for each individual visitor. For instance, when a microsite for the latest sedan seems completely different for a 50- year old accountant than a stockbroker aged 28.

3. Finally, the whole website content can be adaptive. If you think of the Wall Street Journal for example, in that case, personalization can range from personalizing whole articles to changing a data in a specific article by showing the exchange rate depending on the user’s country.

#3. Personalized content is a must and will be easier to produce

“Every website should have as many versions as visitors”

- Peter Szanto, SpringTab

#4. Social media will be leveraged for content personalization and leads

In 2015, we could imagine a more personalized Facebook page and landing page for brands.

Since users click only on what they are interested in, we would welcome seeing Facebook Ads-like targeting on Fan Pages and social media profiles.

Personalized Facebook Fan Pages

#4. Social media will be leveraged for content personalization and leads

We believe that social media is a great tool both to collect sales leads and to use them to build user profiles, as they provide a great deal of information.

It should be integrated. It can also feed other marketing campaigns or email newsletters. As an example, a brand could create a raffle on Facebook to engage with its users, it could send them a voucher for just signing up.

#5. Alternative monetization formulas will be more common

We expect three innovations next year.

1. First, data ownership will be a key monetization strategy.

2. Second, analytics will reach such a level that software can associate a dollar value to customer interaction automatically.

3. Finally, selling upon personalization will emerge as a growing monetization technique.

As users surf on different websites and create their digital footprint, advertising becomes more efficient.

This is what SpringTab does and we see a huge opportunity in this area. Here, we also think that monetization is key.

In 2015, brands will discover and adapt new ways of monetizing their advertising campaigns.

#5. Alternative monetization formulas will be more common

Feel Free to Get in Touch peter@springtab.com

Peter Szanto is a personalization expert product manager. He is a USC Trojan and the founder of B Creative, TouchCo and SpringTab. He helps companies like Time-Warner, L’Oreal, OTP, Fashion Street and TripTrotting in digital business development to grow their revenue. Peter won the Pro Universitate award from Corvinus University of Budapest, where he graduated cum laude and was President of the Student Government. Peter gave a TEDxYouth Talk – a life long bucket list dream. The leading hungarian TV channel, RTL Klub featured him as host of the first StartUp and Social Media show, he is a regular speaker at Kürt Academy, Internet Hungary. He was recognized as a 30 under the age of 30 by Forbes Magazine Hungarian edition. One of Peter’s project has also been awarded Mastercard’s Mobile Banking App of the Year Award with the OTP SmartBank, where he was responsible for Customer Development and UX.

Author Bio

@szantopeter

Author BioTamas Jakab is currently Management Trainee at SpringTab. He holds a Finance degree from Bocconi University, Milan. During his undergraduate studies, he spent a semester at the Wharton School. While at university, he co-founded the Bocconi Students’ Finance Society, the first truly international student association on campus. Prior to joining SpringTab, he worked as a Summer Analyst at Bank of America Merrill Lynch in London, and as an intern at OTP Bank in Budapest. He will continue his studies at the Said Business School (University of Oxford) from September 2015.

Feel Free to Get in Touch about.me/tsjakab

tamas@springtab.com

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