At the end of December 2012, I was reviewing all my priorities for 2012. The goal was not to predict the future, but to try to feel what would make the trends of the year 2012.
So let's try to go through the different points and see if 2012 was as expected!
Digital Messaging, the cross channel is here!
2012 was undoubtedly a turning point in what is now called omni-channel. The term has succeeded in imposing itself, but with it, a whole evolution of mentalities. And it's clearly in the retail sector that the concept has made the biggest impact.
But if omni-channel is on the way, unfortunately, the advanced integration of the user experience between the different channels is still in its infancy! We're still a long way from using consumer behavioral data to personalize the shopping experience at the actual point of sale.
Marketing dialogue, marketing process automation
Here's a big trend that came to the fore in 2012, automation. More and more emailing players are focusing their development efforts on program automation and business intelligence. But in practice, still too few advertisers have made the choice to go through a very advanced automation of their programs, mainly because the production chain, content and campaign logic must evolve accordingly. Still too few marketing departments are ready to question their functioning.
Optimization, cleaning, consulting and insights
Optimization
Very clearly, 2012 has laid the foundation for optimizing emails for the mobile environment. If at the end of 2011 this might still seem like a luxury, at the end of 2012 it is very clear that it is inevitable!
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Cleaning
On this point, there is a certain awareness of the importance of email database cleaning. But this is because the circumstances impose it! The results of the prospecting emailing are decreasing, and the constraints of deliverability on the loyalty emailing are enormous!
Council
It was more of a personal goal than a market development ... but given the creation of Badsender consulting services ... it's a success 😉
Insights
Unfortunately, on this field, not really big evolutions! A lot of nice speeches but few concrete applications, that's probably for 2013.
Conclusion
2012 was a very good year for emailing. This specialty, although often denigrated, has returned to the forefront, if in recent years the message was often "Emailing is dead", this year we have seen a lot of the opposite message. 2012 was also a turning point in the uses given the acceleration of consultations on mobile.
And next year looks even more interesting! But that's for another time!
