One thing is clear in 2015—digital no longer represents merely one component of a larger marketing strategy. It is now foundational. It’s no longer a question whether or not digital avenues will be considered in collection of data, inbound and outbound communication with customers, and marketing techniques, but a question of how. We’re seeing changes in the digital sphere daily—from the changing screen sizes we’re tapping to the changing software updates and user interfaces to the changing complexity of customer data available to marketers.

In the words of Mark Hodges, Sales Director at Teradata, “Consumers expect you to market to them like you know them. The rise of mobile has dramatically changed everything [in that regard]…they also expect you to respect that they have the ability to throw the privacy flag when they want to.” Mark was referring to consumer backlash against “the creep factor” of marketers mistaking context for relevancy when personalizing communications.

Customers want “personalized marketing,” said Lisa Moffeit, Customer Retention & Acquisition, Rhapsody, back at Teradata’s 2014 Partners Conference. She encouraged marketers to “look at shopping behavior and other brand touch points to determine our customer’s preferences.”

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