The past decade or so has seen a rush of organizations big and small begin to grapple with taking and expanding their businesses online—from figuring out social media to navigating targeted marketing to keeping up with ever-changing tech, etc.
Today, consumers expect brands to be wherever they are, digitally speaking, which is a huge and recent shift. Given the rapid pace of the Internet, the next big shift(s) aren’t far off.
With an eye toward the future, The Webby Awards, in partnership with Epsilon, spoke to four technology leaders at large companies—including Therron Hofsetz, Director of Enterprise Applications, Holland America Line; Richard McDonald, President, Epsilon Agency; Chris Harrison, CTO, Epsilon; and Kajal Narasimha, Managing Director of Personalization and Engagement, United Airlines—about the Internet technologies and trends that will present the biggest opportunities and challenges in 2017 and beyond.
“ We need to create digital experiences as good as the analog experiences passengers have with us on board our ships.”
Epsilon Presents The Future in :15
Watch the "Future in :15" video series below for 15-second takes from four execs about the near future of digital marketing and staying savvy in an age of ever-changing tech.
As Director of Enterprise Applications at Holland America Line (a Carnival Cruise Line subsidiary), Therron Hofsetz is tasked with having a unique understanding of and perspective into the intersection of digital technologies and live experiences for people. Here’s his take on emerging trends and where machine learning meets the cruise ship industry.
Quick Takeaway: You need to be where the people are.
“Customers expect innovative brands to engage them on device and medium they’re using at the time… We need to create digital experiences as good as the analog experiences passengers have with us on board our ships.”
As the president of Epsilon Agency, Richard McDonald has plenty of experience helping brands to stand out from the crowd and become more visible to their customers. Check out his take on how the use of data, personalization, and more will shape successful marketing in 2017.
Quick Takeaway: Quality is more important than quantity.
“That old adage ‘less is more’ is really relevant right now. We need to reduce the amount of digital channels and focus on high-quality engaging communication with consumers.”
Chris Harrison has spent over a decade working at Epsilon, where he currently serves as CTO and leads a team of over 1,000 people across engineering and operations. Watch his take on the future in the video above and find out why he suggests you “stop stalking” your customers.
Quick Takeaway: This is the year that digital marketing meets AI.
“The most important digital marketing trend in 2017 and beyond will be artificial intelligence. How can you automate machine learning, how can you apply marketing cognition, and how can you do all of that without sacrificing the integrity of your brand?”
Kajal Narasimha, Managing Director of Personalization and Engagement at United Airlines, works to build stronger relationships between the airline and its customers by harnessing machine learning, real-time data, and more to reach them. Here she shares her perspective on the challenges and opportunities United faces in crafting a top-notch customer experience.
Quick Takeaway: Personalization is key.
“In a few years, customer-focused companies are going to have to win on personalization. We think 2017 is the time to act, get early wins, and start getting the mindshare of the consumer.”
The Future in :15 was created in partnership with Epsilon, the global leader in turning customer data and insights into business growth. For more information about Epsilon’s clients and work, visit epsilon.com
